The search market is burning more and more

Summary: View the latest market Yang The battle is burning more and more flourishing. August 8, 2013, two U.S. listed companies scrambling to throw out attractive payment terms-Baidu (Nasdaq:bidu) upgraded its own "Netizen rights and Interests protection plan", Qihoo 360 (Nyse:qi view the latest market

Yang

The fighting in the search market is burning.

August 8, 2013, two U.S. listed companies scrambling to throw out the attractive payment terms-Baidu (Nasdaq:bidu) upgraded its own "Netizen rights and Interests protection plan", Qihoo 360 (Nyse:qihu, hereinafter said 360) also threw a promise to "promote fraud total compensation scheme" and disclosed a number of compensation cases.

Don't think it's just verbal warfare. Qihoo run one months after the report card is very bloody: accept fraud claims 378 cases, successfully claims 202 cases, the amount of compensation claims amounted to more than 1.21 million yuan, single claims the highest record: 260,000 Yuan.

Qihoo 360, Vice president of search Yu Guangdong told the Economic Observer, in order to ensure the quality of search results, 360 gave up a chunk can quickly become the advertising business, precisely to compete with Baidu, the beginning did not start. This is also the listed company's Qihoo 360来, is at the expense of the cost of blood market share.

In fact, this is not only a revenue-at-cost competition, but also in recent years to change the game rules of the search industry plays. Now, Baidu and Qihoo 360 's search war gives people the biggest benefit is: Search service providers began to search for consumers through the fraudulent behavior "first to pay."

Competitive upgrade

"Netizen rights and Interests protection scheme" was first launched by Baidu in May 8 this year, is Baidu "Sunshine action" part. As of May, Baidu said the "Sunshine action" to combat a total of 60 million false web pages, involving more than 5.05 million false sites. And Baidu's "Netizen rights and Interests protection plan" also has compensation "upper limit" ――5000 yuan.

At that time, 360 also introduced the corresponding fraud compensation scheme. The launch immediately ran into a fraud case of the highest amount of compensation on the internet in China so far: 260,000 Yuan.

Shenzhen FAW car modification Enterprise Summer boss in Hangzhou business trip, need to change the return ticket was search fraud. Because in a hurry, he did not go to the airport to change the formalities, but informed the company's financial staff in Shenzhen through the search query how to change the online ticket. The company's financial staff through the 360 search query South Airlines to change the ticket, in the 360 search promotion links, encountered a fake South Airlines website, leaked the account balance of more than 260,000 yuan, has been fraud, loss of 260,000.

Received a netizen complaint, 360 aspects of verification, the ads is Google and 360 search in the promotion of cooperation links, because users are using 360 of the search caused losses, and finally 360 full pay summer boss 260,000 yuan.

August 8, Baidu and 360 almost simultaneously announced the new content of the full company plan.

Baidu side said the "Netizen rights and Interests protection plan" for a comprehensive upgrade: Netizens use Baidu search, such as encounter the results of the search for counterfeit, phishing fraud and other sites suffered losses, as long as the relevant evidence, Baidu will not set a ceiling for "full" first protection, the abolition of 5000 yuan in advance to protect the limit, the encounter of counterfeit, Phishing fraud sites and the loss of netizens to implement the "full first security." Baidu also extends coverage from business promotion results to all search results, that is, whether the user is the promotion of the results or natural results, use of the browser, whether the installation of security products, as long as in the login status and can provide relevant evidence, once verified, all the economic loss of netizens will be all compensation by Baidu.

360 exposes the results of its own "total compensation plan" Implementation, and announced that all products on the 360 ――pc end of the 360 security guards, mobile phone-side 360 security guards and mobile phone-side 360 mobile phone assistants, browsers and other 360 line of products encountered fraud, as long as within 30 days to submit evidence, 360 will also be fully compensated.

With whose search engine is more reassuring? Now it's a question worth thinking about.

Relics seeking Share

In fact, behind the fraudulent advertising compensation is the biggest way to cash in on China's Internet-the rules of the game of search ads are facing a fierce impact.

360 vice President Xiaodong revealed that in the past the formal traditional media advertising by the "Advertising Law" jurisdiction, once the deception, published advertising media have to audit advertising and assume the responsibility of the obligation. But on the internet has been called promotion, not called advertising. Because of the huge number of ads on the Internet, as internet companies do not review hundreds of thousands of or millions of ads to customers, and do not have such a process, so there has been a legal gap. In addition, due to the internet's concealment, fraud promotion is difficult to find advertisers, so the search engine has not to bear this responsibility.

and 360 search for false fraud site on the content of the work. In the online less than a year, and constantly introduce vertical field of Web page information retrieval services: such as a professional medical, medical, health information in a vertical search engine-"Doctor Search", the first in China to aggregate presentation of media headlines "360 Media", 360 from the Media encyclopedia, and specifically for the 2013 candidates and parents to provide accurate recruitment information consulting "College Entrance Examination", the Cross-border entertainment industry, "Entertainment direct" and other products and for mobile internet to create a "Thunderbolt mobile phone resources search."

The biggest benefit of this competition is of course consumers.

Xiaodong said, 360 before the "net to buy first", with 360 of security guards open a fraudulent web site will be online purchase first compensation, there is now to promote a first compensation-and the company launched this initiative, to bear huge responsibility and financial risk.

As a new predator in the search field, the benefits must be waived in the early 360 to give the user a reason to use it.

List "Black" turn "white"

Yu Guangdong, 360 vice president of search, said the company had accumulated a lot of experience through the three-month period. China's current situation, the law is not omnipotent, the cheater can comeback-today will its fraudulent website sealed, tomorrow he can again, and the day after the other way. "We know that a fraudulent website may have thousands of domain names, change every day, a second change, the next second is another site, all the registration information has changed, not a person." Through the law to solve, you have to screen, notary, there are many processes. "Yu Guangdong said.

It is reported that 360 companies are building a security system, all of the world's white list, including web sites, software, that is, the company to the security of the Web site, software issued a qualified identity label, without the identity tag is all "bad"-and before the company's approach is to establish a blacklist system, But illegal websites are changing every day, eventually forming a white list system.

But an objective result of this approach is to limit the choice of users, because those who do not have access to the whitelist of the good company web site will lose the opportunity.

Yu Guangdong said, in fact, users do not need unlimited choice, 360 only to provide users with the best answer, such as a number of medical search requests, patients will not be more than 20 pages of treatment of the disease of the white list of the hospital to read. And 360 will be at the beginning of the answer to tell the patient, such as gonorrhea, in fact, buy some kind of antibiotics can, and this antibiotic is what brand, manufacturers who, 360 will not be promoted.

According to Yu Guangdong, in the 360 search for commercialization of the process, first of all, the field of medical care to cut the income, probably accounted for half of the income, as well as those "non-enterprise"-that is, not corporate web promotion, such as personal web site promotion. And the combination of medical care and "non-enterprise" can account for 80% of Internet advertisers.

From August 16, 2012 to the present, 360 search official online will be full anniversary.

As a result of the use of the difference between the big Baidu and the game, 360 search online 5 days to get 8% of the market share, more than search, Sogou, Youdao and so on, one by one to become the second search market. Multi-party data show that its market share has been around 18%. Yu Guangdong estimated that this year to 20% no problem.

Technical output

360 companies believe that this result stems from 360 of search technology research and development input, in the establishment of 7 years, 3,601 straight in the adherence to search technology, search sorting algorithm innovation, including Pepolerank technology, thumb program.

Yu Guangdong said, "At present, 360 search has been established by hundreds of engineers of the core search technology team, with tens of thousands of servers, the huge spider crawler system to crawl the number of pages per day up to 1 billion, the engine index of high-quality pages more than tens of billions of, web search speed and quality has reached advanced levels." ”

In fact, the 360 search for two important products, is Doctor Search and Thunderbolt mobile resources search.

Doctor search for 360 in the entire search industry to create a "collection of medical, pharmaceutical, health information search as one" to provide accurate authoritative medical information search engine.

Yu Guangdong said, "Doctor Search" has now included 114 formal, well-known health and health sites and 150 million high-quality Web content, but also included 1716 well-known hospital official website. Covers 12098 kinds of diseases, covering 28,452 hospitals, of which three hospitals for 1416, with a registered function of more than 2000 hospitals, Beijing, more than 300 hospitals in the vast majority of the hospital can be registered through the Doctor search.

"360 Doctor search therefore also known as the ' online General Hospital ', the daily use of up to 500,000 people, every day to help about 6,000 users to complete online registration, daily through the doctor search directly with the doctor to communicate about 40,000 times." "Yu Guangdong said.

Baidu is with the Beijing Municipal Health Bureau of Medical Data Cooperation, Beijing Health Bureau designated appointment registration website "Beijing Reservation registration Unified Platform" officially settled in Baidu, netizens can search "hospital name + registered" directly to the authoritative online registration platform to register online booking, and can easily in Baidu Encyclopedia inquires the authoritative explanation of common diseases.

Another important product of 360--the lightning search, then let 360 of the search on the wireless side to open up another "entrance."

At present, the Thunderbolt mobile phone search covers the software, games, e-books, music, ringtones, themes, wallpapers seven categories of Android phone resources, but also the first to support the application of a key to the mobile phone web site, its four features include the Internet's most comprehensive mobile phone resources, convenient and quick one-click installation, Fuzzy search function and professional mobile search.

August 2, 360 and NetEase to reach a new strategic cooperation, 360 search for the Youdao search to provide technical support services, users in the use of Youdao search, search results will be provided by 360 search, in the upper right of the page will have "360 Search provide technical support" annotation. Cooperation, 360 companies will also fully support NetEase Youdao product development and market promotion.

Yu Guangdong that this collaboration explains that 360 of search technologies and products have been recognized professionally, and that 360 of searches have already started with technical output.