The opportunity and challenge of intimate search

BAT in the three giants, Baidu has always been a technology-oriented, product first, the annual summer party has intensified the creativity of Baidu, search marketing ARPU continued growth, O2O layout first signs, research and development investment is increasing, the mobile era of Baidu is exerting force.

From the product evolution we can find Baidu's overall strategy, following 3 main lines:

1, map + buy + with the car to break through the local life services, coupled with hundred pay integrated Baidu wallet, as the fulcrum of O2O;

2, improve the business model of SEM, the effect of Hengshan, looking to the future;

3, pay attention to all innovation, from unmanned to wear equipment, to seize the commanding heights;

The future search is defined in the Intelligent knowledge map, the integration of products, services, information and human four elements, with a large capacity, aggregated data flow integrated search results, that is, Baidu has always been respected that the search is, that is to ask the answer. Since 2013, Baidu in some industries to test the prototype of the next generation of search engines-intimate search, which also proves that Baidu technology-driven product determination.

As a prototype of the future search engine, intimate search will strengthen Baidu's competitive potential in three areas:

1, the first is the content aggregation. This is the portal's strengths, but the intimate search has the expertise of search engines: Strong data storage and processing, user modeling and intent to identify, high-quality search results to optimize the show. Through intimate search, Baidu has the ability to one or some kind of information organization richer, perspective and point of view more yuan, show more solid, more all-round, users can not leave Baidu page, the complete knowledge chain of information acquisition, or even the formation of the release of consumer demand. For a long time, the portal site as the core of information-oriented Web sites in the data and resources in the lead, intimate search on the user information access mode of change, it is likely to have far-reaching impact.

2, electrical business reengineering. Baidu's road is not flat, the 2013 micro-purchase, the user can not register, do not need to jump to the original site fast shopping, intimate search can be effective in the search results to assist in the completion of the electronic business closed-loop effective diversion.

The intimate search begins by aggregating information from the keyword portal, in order to comb and guide the needs of the line, to search for the word "roast duck" for example, you will see the visualization of the future business map of Baidu, the extension of the menu, related food, related old and other ancillary information, showing the Baidu's information aggregation ability. If you search for places like the Summer Palace, the results page will have a location map of lbs and traffic information that will support the integration of local life services in the future.

It can be imagined that Baidu is looking through the intimate unicom users and businesses, triggering online consumer behavior imperceptibly changes, regardless of the outcome, this is a useful attempt. Baidu through the development of intimate, completed the next generation of search engine technology accumulation, derived from such as Knowledge base application, speed search, time map, rich media data processing, speech recognition, user modeling and intent to identify and cross-language information processing technology patents, these innovative barriers can be regarded as Baidu to the future tickets.

3, and finally the most important point, the intimate search has built a new era of Internet search marketing Atlas, the future may be through the barriers between SEM and SEO, thus extending and redefining the role and significance of the search engine.

One, mobile intimate

The core of the intimate search is the large capacity of information aggregation, including the intelligent screening of massive information, which requires a large and complex algorithm support, but in the input and query costs much higher mobile end how to simplify the complex, which is left to Baidu developers of the subject.

Early completion of mobile layout of Baidu hand in the hands of several strong entrance:

1, through the acquisition of 91-strong mobile phone assistant, in the Android distribution channel has a firm foothold;

2, with a semi-independent lbs division to strengthen the Baidu map, facing the Ali Department of the gold map;

3, O2O field to break through the local life service, and by the transformation of the hundred pay Baidu wallet to strengthen, the latter is currently in an unprecedented promotion, in the foreseeable future, will promote the core of glutinous rice and the purchase business and the growth of new car services.

In the traditional search market, despite the 360 recent Chenge search share of more than 30%, but 2014 Q3 's earnings confirmed the undisputed strong Baidu, although mobile search is temporarily not as strong as desktop search, but Baidu's user habits are the absolute advantage of the fact.

At present, Baidu from the mobile end of the traffic growth although not over the PC-side traffic, but this is only a matter of time, in the intimate search to reshape the PC end of the search marketing pattern, Baidu needs to solve is the future commercialization of the intimate and mobile end of the strong entrance integration, knowledge map-type results in the mobile end of the perfect show!

Ii. Promoting healthy competition

Intimate will search engine's middle page strategy to play to the extreme, the core is through the large capacity of information aggregation and front-end closure so that users do not leave Baidu page can release demand, and the expanding product line is helping Baidu to complete this impossible task.

The value of traditional internet advertising has long been the search engine and the affiliated network AU hollowed out, intimate search will speed up the process of stripping the flow. On the other hand, the mature intimate search on the threat of from, as for the future will have much impact, it is difficult to measure, even if not subversive, it is worth paying attention to.

Today's internet industry concentration is more and more high, and even the trend of oligopoly, the main product often you have me, I have you, intimate search provides a benign competition and opportunity to meet the opportunities brought by mobile networking.

Iii. Reshaping the business model

Intimate through intelligent intervention and selection, in the search results page generated by the structured information flow more directional, more accurate, so you can better achieve the demands of enterprises, this is the ideal business revolution Baidu, the enterprise is also so.

There is no commercial intimate search may be on Baidu some mature commercial products to form a shock, this is the normal phenomenon, the intimate search to do is to do a good job of product upgrade rules and strategies, control and avoid the pan-brand of search results, such as the search for a brand when the appearance of competition products logo accumulation of abnormal phenomenon, On the other hand, in the process of reinventing Baidu's business model, the impact of the original bidding system and the rules of the game is minimized.

Iv. Controlling unknown risks

Through the development of intimate search Baidu accumulated a large number of patents, they prove the technical strength of Baidu at the same time, but also confirmed the intimate product complex, complex algorithms and logic requires a strong intelligent engine support, and complex is sometimes a synonym for risk.

Social hot events complex, with the previous speculation of a star derailed event is an example, in the intimate search results aggregated a large number of information there are votes, there are jokes, and even other star derailment events inventory, information, character aggregation of any unreasonable can bring unknown spread risk, But how to prevent the indirect damage caused by Cross-border intelligence, Baidu's resources and reserves will find a solution.