Soso quit the search engine, for our webmaster is less a worry

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There is a view of love is: Do not seek everlasting, only once owned. That's a bit of a comfort. Soso has been hidden retreat, let us use this sentence to comfort it! We say that Soso's death has two meanings: first, there is this brand time did not work, two, September 16, 2013, Tencent shares the Sogou and Tencent Soso business and other related assets into the Sogou. We mainly discuss the death of Soso the first layer of meaning, may be able to search the company, Tencent users, such as a hint.

First, the military strategists will talk, resisting must be in the interior (internal reasons):

QQ Picture 20131006160655

Gene theory (personnel, Tencent internal architecture):

Wu previously said that SOSO's failure was Tencent's lack of search genes. In the end what is called "lack of search genes", we will explain the gene of Soso death from two aspects.

Soso's managers are complex, with Google, search, Sogou, Baidu, and so on, each change will bring a new wave of managers, and managers themselves exist in the future towards the different views of each other, and ultimately led to the internal product did not how to do, power struggle is very fierce, The change of manager is very fast, and every change also accompanied to start anew with the negation of the past. Leaders and managers if not, grass-roots staff can also be difficult to make a lot of results, after all, in such a large enterprise, is required from the top down. Of course, with the Soso and confused, grassroots staff access mechanism is more and more relaxed. and Tencent's internal micro-letter empire, from Google dug managers in Tencent's allocation of resources power weak, in Soso can not get a leader and micro-letter Zhangxiaolong, regardless of the deployment of power or leadership charm. and competitor Baidu has robin,360 Zhou, Sogou has Wang Xiaoquan, and Soso Wu I think Tencent lacks search genes.

From the Tencent internal product line framework, we can only say: Not all replication can be successful. At least in the eyes of outsiders, Tencent has been implementing a concept: Your success I can replicate! This has also brought Tencent a strong product: games, mailboxes, IM, etc., but Tencent strong products are not often need to search, but the need to rely on the search function of products such as: Electric dealers (no advantage), map (late forming) and so on, Tencent didn't do it, so if you start by searching the web alone, you're dead. Tencent also has a lot of other sources of income, it is not worth to search the market to encounter each road Kennedy, did not regard Soso as a major strategic product to do. Moreover, not necessarily can spell Baidu, 360. With such a mentality, the Soso do not have a sense of existence, Tencent's impact on the entire company will not have a great impact. For Baidu, search is the lifeblood. To 360来, the layout of the search has strategic significance for the company's development. These two points, in Tencent, are not tenable.

Products said (product positioning, user experience):

First of all, soso positioning blurred, has been the management of confusion (confusion embodied in the gene said in the Tencent mentality problem), do not know where to go, which led to the Soso did not do a good job of any one level of search required. Positioning fuzzy products are difficult to make a difference, the difference is the user experience, Soso and Baidu, Sogou, 360, Google the biggest difference is what? up to now, Soso still don't think clearly, 360 have security Guardian, browser, Sogou has input method and browser, there is a dictionary; what about Soso? Soso does not have a differentiated product that can be shot. From the search effect, 360 is cut from the medical search, which is also in the differential competition, and Soso did not reflect this search effect cut to the advantage.

Operation said:

Channel (flow), Soso Most of the traffic is to buy, from the League of Heroes, internet cafes, Tencent internal products; not only the amount of poor, but also the effect of drainage is very poor, nearly 7 years of time, a variety of internal promotion of the QQ user screen, but still did not leave. Brand (Word-of-mouth), did nearly 7 years, the user knows very little, can say, so many years, Soso did not do a decent brand promotion.

Search the main user or small white, 360 and Sogou can prove this truth. Tencent: The original Tencent's TT browser is not bad, but the general office thinks that the browser this thing has no future and commercial value, directly give up, and then found 360 browser and Sogou browser to search the driving value of so much, and again to pick up the browser, but the browser was too long before the gold into the period, The facelift of the QQ browser has not much share, and QQ browser default search engine, not soso vigorously strive for, also early replaced Baidu. Another such as the QQ Panel search box, chat window expression Search, etc., also be SNG products in the new version of the Soso has been declining. How important is the channel for search engines.

Second, when you want to jump a suicide, the competition to do is to push:

Competition says:

From the outside of the entire search ecology and competitors, the impact of competition on the Soso is very small, so many years Soso in fact, has been in the self, but also waiting to be extinguished, but it has to mention that Baidu is too strong (brand and use habits). Of course, 360 and Sogou also face the big mountain Baidu, why they can still do it, there is a very important reason is: Soso has been directly to Baidu as their competitors, many places are following Baidu to do, thus forming a soso biggest fatal. SOSO has not been able to use these flows, the internal strength is not enough. And the core of PC traffic--the browser, also can't keep up. And against 360 such opponents, both in the internal strength and Wei Gong on the Kungfu, the key entrance is also jammed.

Because Baidu's strong position, when netizens call Baidu affectionately, you know only by imitation is unable to defeat Baidu. Even if Soso and Baidu as good as easy to defeat Baidu. Baidu know and Baidu Encyclopedia is also supporting the SS Baidu Empire, Baidu know indeed in excellent answer is inferior to know, but like "the Captain of the World of Warcraft mission How to ship" This trivial small problem know is too serious, so Baidu know there are tenacious vitality.

In summary, for a stable use of the search engine, beyond the former is obviously necessary to the next kungfu, but unfortunately, whether it is innovation or accumulation, soso do not enough.

Zhou said (this "said" to "say" is not one): Why do many search engines fail? With two spells, "a curse is whether you have enough users to help you improve your experience; The second curse is whether you have enough traffic to get you into a healthy commercial cycle." ”

The above we say the cause of death of Soso, perhaps when it is alive, you rarely notice its existence, if I am it, I just want to say to you: the sky has not left my footprints, but I have flown.

The above viewpoints share the insight from user Chang, Zhangxiaoqi, HP, Fang Roy, Zhou Wenjian, Alsotang, Hillman, Shi Su, Xie Ji, North Wo, Yue Yue Yue, king, Zheng, Feng, Wang Ding, Zhang who, Daixiao, He Yi, Ying, Wang Yingjie, Huangguoquan, Michael Lee, Ye Zhijian and anonymous users.

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