The search war will be more explosive or more than the electricity dealer

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Just as Gaga was born to be the topic queen, Zhou was also a star in the making of the topic, with the same spread genes as entertainment stars. Therefore, when the 360 launch search less than a week, its media influence quickly approaching Sogou, in a very far behind on Baidu posed a challenge.

First provoked the dispute 360, is the fast development Sogou (Sogou), occupies the dominant position in the domestic Baidu (Baidu), also is spoof called 3SB, or BS3. It's true that these 3 are the headlines, but it's not just the 3 who want to get into the world's biggest online market, in fact, the search war has never stopped, but the war has been under water.

For example, overseas, in addition to the persistent challenger Microsoft, Yahoo, Amazon has its own shopping search engine, Facebook is also brewing its own search engine, not to mention countless people want to challenge Google but suppressed small engine manufacturers. Strictly speaking, Apple's Siri is not just a fun gadget, but an attempt to challenge Google in the mobile internet market. For example, TechCrunch writer Chosi Consting recently reported that Facebook is preparing to release a unique search advertisement and that Facebook has announced the addition of "sponsored results search (sponsored results)" to the search results. Officially on the road to challenge Google.

In China, in addition to the rampant 360 and Sogou and the original Google China, Tencent Soso and Haina application search, NetEase also launched a shopping search, coupled with the previous Amoy, China's search market again appears crowded. Behind this, countless small companies are still looking for niche market opportunities such as voice search, mobile search, etc.

Of course, the search market as the global Internet industry crown jewel, search advertising as the world's most profitable internet industry profit model, Google as the world's largest advertising company, Baidu as China's largest advertising company, always have someone stare at this piece of fat.

Capital market, the advantage must be, not to mention profiteering.

So, once seen as an impregnable search market, there really is a chance of subversion? For example, in the overseas market, Google more than 10 years of invincible, Microsoft invested in tens of billions of dollars, in the battle to defeat Google has not been successful, and Siri is only a little hot a short period of time to prove that their level is not enough. In the domestic market, Baidu since the loss of Google this opponent, but also a smile proud of the taste of the lake.

Time also, potential also! Now may be another opportunity to reinvent the search market.

On the one hand, from demand. We see that the efficiency of traditional search is greatly reduced with the explosion of information. The results of your search, the first is a number of pages of paid advertising, followed by a large number of SEO to fight for the rankings of small sites, often then the results of their own want. And the more information you have, the more the cost of your screening is exploding. This problem has left the search out of its essence of improving the efficiency of information retrieval. So, even in Baidu internal, its news search, Baidu know, Baidu Encyclopedia (Weibo) and MP3 search, itself is the traditional web search for replacement and improvement.

On the other hand, only the demand is not enough, but also the reality of the challenge. The original market pattern, Google in the world, Baidu in China, Naver in Korea, Yandex in Russia and other cases have proved that the market on the first advantage is very large, and later very difficult to challenge. Because, the combination of technology and localization of the best, will inevitably win, ordinary users will only choose the best one, the cost of migrating to another platform is enormous.

However, the current situation is very different, the internet market, is forming more and more independent kingdom, we will this internet in the independent kingdom called "Private domain." This is a place that Google and Baidu cannot reach: such as Taobao, such as Amazon, Facebook and Qqzone. The data here, Google can not get, only the king of the kingdom to get, so, Taobao search advertising revenue after Baidu, is the second highest in China!

In addition to the "private domain", the network traffic is being heavily partitioned, for many years, Google has been occupying the largest global traffic, until Facebook appeared, quickly overtook Google. In China, too, for a long time, Tencent, Baidu has been the king of traffic, but, 360 with security and browser such a small and effective combination, Sogou browser and input method such a combination, it took a lot of traffic. With the emergence of micro-blog, video and other applications, more traffic is diverted, these flows behind, reflects the different enterprises on the Internet control. It is theoretically possible for an enterprise that controls traffic to build more efficient searches on its traffic.

For example, 360 is mainly for the computer small white users, and through its browser to enforce their own search engine, this method may indeed be very suitable for small white, and Youku do their own video search, Sina to do their own micro-blog search is also due to the meaning of ... What blocks them are technical, marketing, and business model innovation capabilities. In this case, too much emphasis on search is wrong because technology is just one element and the times are changing.

We can't tell if the search war is going to be a game of subversion. However, it can be determined that the high revenue of the search engine means that the high cost of the industry behind, and the ultimate trend of the digital industry is to let this cost infinity to zero, so the momentum of change has been there. For example, Taobao small sellers live very hard, but have to pay for the through train, the same is true of Baidu's small sellers-and because of this, in the long run, the hyper-gross margin of the search market, more than the ultra low margin of the electricity market war will be more lasting and tragic, there are a lot of opportunities, need only the timing, technology and market inflection point.