Dangdang Stop bidding marketing behind: Excessive cost rules difficult to grasp

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Dangdang public Relations Personage said, stops in Baidu advertisement to drop mainly is for the company expense Improvement, has evaluated for several months. The cooperation agreement with Baidu expires before April 1 this year, happened to coincide with the public incident at the point of time. is not guoqing personal behavior. (TechWeb map)

TechWeb Editor Recommended: "This is not an April Fool joke," guoqing very seriously, "is the normal contract fulfillment completed, April 1 the end of the contract." ”

Recently, Dangdang United President Guoqing External Disclosure, since April 1 this year, the company will officially stop all advertising and search in Baidu, is expected to involve two companies related to the cost of tens of millions of yuan.

Dangdang public relations to the "daily economic news" explained that the stop on Baidu advertising is mainly for the improvement of corporate costs, has been evaluated for several months. The cooperation agreement with Baidu expires before April 1 this year, happened to coincide with the public incident at the point of time. The PR person stressed that the decision was unanimously adopted by the company, not guoqing personal behavior.

"Daily economic news" reporter learned that, including Dangdang, many companies for Baidu's advertising fees rose too fast feelings, mainly because of "Baidu promotion" game rules not grasp. An E-commerce site said, "The previous Baidu search keyword bidding situation is clear, anyone can query, enter a keyword, the price is how much, which companies in the purchase of all know." But switch to ' Phoenix Nest ' Later, ' Ming Mark ' became ' Dark Mark ', we can not see other than their own information, all in the dark buy, shout price, the unit price will naturally be elevated. That's why, since 2010, companies have been particularly aware of the main reason why the cost of Baidu search has risen faster. ”

Industry insiders believe that the two companies to cooperate or suspend cooperation are due to their respective costs and benefits of consideration, guoqing is a high-profile suspicion of speculation, the industry's real background is the blind e-commerce expansion of the overall push higher marketing costs.