The three giants compete without a break

Absrtact: While Li is still a good entrepreneur, Mingyuan is still a good product manager, and Baidu is still a great PC Internet company that offers a good PC search engine, and it is still tough to suck gold and write earnings. But this is not the PC age.

In fact, everything is repeating itself. Recent events can also be said to be two years ago, "300 war" sequel, but this time the protagonist is replaced by God Horse: It is UC under the birth of less than a week of mobile search new army, new battle effectiveness.

Two years ago, Robin Li's "Mobile internet is wine driving" voice has not yet fallen, Zhou led 360 ready to aggressively attack Baidu's core hinterland search engine, with the browser-side of the strong 360 almost overnight to win more than 10% of the PC search engine share, and the current data has grown to about 25% , and the end of this year's target was Zhou Hongwei "bold" set in 35%.

The situation is obviously a terrible one. It is absolutely impossible for Baidu to sit on its lead and take immediate steps to suppress the 360 offensive-and, of course, it is clear that in the face of "0 baggage", "Barefoot Shoes" and the team's ability to perform very strong 360 search, the full limit is not realistic ( Reference to Samsung's share of the ipad in the tablet market is changing. So Li will promote the "Wolf culture" at the same time, the "Wine driving mobile internet" suddenly upgraded to the middle of the heavy "King Mountain Battle", hoping to use the mobile Internet market increment to quickly cover the PC side possible market loss. From the end of 2012 several earnings can be seen, Baidu for mobile internet strongly rendering.

For example, the more famous "China's largest mobile application distribution platform", "14 billion app", "mobile-end revenue accounted for more than 20%" and so on.

For example, Mingyuan's rapid superior, this left Baidu went to UC "learn" a year, and was Robin Li again please come back to become Baidu Mobile strategy Savior, quickly promoted to the company's history of the youngest vice president of the less handsome.

But looking back today, Robin Li has yet to find any sense of security in the good news. With the release of God Horse, Baidu immediately formidable, regardless of the mobilization of resources to the Super Regular window and the use of the next frame means, to God horse and UC Browser traffic blockade and product clamping. Of course, like the 360 on the PC, "browser blitzkrieg" similar to the UC browser can almost certainly 500 million users of the huge potential energy, overnight in Baidu tore a big hole is not difficult.

It is regrettable that, just over a year ago, the media still relish the two sides are "born complementary", Baidu wants to buy 2 billion of the UC story, that UC for the body in the Baidu Mobile mobile internet strategy is the needle "cardiac". The next thing everyone knows, Baidu failed to persuade Yu to sell UC, instead of 1.9 billion dollars to buy 91 assistants.

This is also a good choice, for at that time in the mobile end of almost zero contribution to the Baidu, after all, mobile search online is "end" distribution and "link" distribution two major types, 91 at the "End" layer is at least the number of large players.

But something strange happened immediately: Tang, the vice president of strategic investment in the above two times, has abruptly left the company this year, with rumors inside that Baidu has made a significant mistake in 91 of its assets and value estimates-if dug deep, it is easy to associate the allusion to Zhou's almost empty entire 91 core team; Mingyuan, who advocated the takeover, also reported "resignation" rumors, after 91 people experienced significant changes, including CEO Hu Zeming, Vice President He Yunpeng and other people have left. It is clear that the two teams have not been well integrated, and that the management of the Mingyuan, who missed UC and had a big burden on their backs, has begun to be questioned.

It is hard to imagine that under such turbulence, the 91-led Baidu Mobile application distribution can continue to remain stable. In this field they will continue to encounter Shiri 360, on the Android side by virtue of the security guards and mobile phone assistants in the dual strength of the formation of a crackdown on Baidu (Eric and easy data fight, but some hand tour CP internal data show 360 mobile phone assistant is more than Baidu Department); On the iOS side, which started on 91, Eric Mut data shows that its user coverage has been overtaken by the PP assistant.

Obviously, these are not groundless news, if Baidu really has the overwhelming application distribution ability, that 315 party CCTV will not expose that long Baidu Department pre-installed application list.

Baidu to search as the center of the online strategy, PC correct encounter step-by-step press, the mobile end of the "end" side has begun to be gradually suppressed, so it is not difficult to understand why the god horse when the line Baidu to take the radical way-Mobile search "link" distribution of this city, absolutely can not be changed hands of others. Unfortunately, this point in Ma Yun first to the UC board, it is doomed to not be controlled by Baidu. And with 360 for Baidu attack point similar, God horse also hit the concept of "pure search", promised not to spread the ads full screen-hit is Baidu's core, but also the most criticized "PPC" ads.

Another noteworthy mobile plate is the link under the O2O, Baidu Map product reputation is not bad, but in this field still must be with Ali's gold map strangulation, from the overall view, and even face the heyday of the micro-letter + public comment combination. Resources, compared to "at double male" strong mergers and acquisitions and accumulation, Baidu can fully control only in the field of group buying far behind the United States and the public comment on glutinous rice, it is difficult to compare.

As for internet finance, electricity quotient, social networking and other hot areas that can be combined with mobile internet, Baidu's weight in the domestic market is negligible, and there is no sign that they can improve-because of the lack of platform-level client products to host these traffic and usage scenarios.

Mobile phone Baidu is the latest solution to Baidu, Mingyuan mobile internet strategy around a large circle, and finally returned to let Li have suffered several times "browser + search" on the path. Yes, yes, no matter from the nature of the "link" distribution, or a variety of bookmark collection, light application distribution function, mobile phone Baidu is a cloak of search app Shell mobile browser. This product vigorously promote the starting point, just is Baidu and UC after the merger negotiations, in the UC tour a circle of Mingyuan finally chose to use the way of the old club to do mobile internet. But in the meantime, Alibaba and Tencent have left Baidu far behind.

For the mobile internet, Robin Li ranked it "the Battle of the Kings of the mountains", which is strategically correct. But the ability of Mingyuan and Baidu's management mechanism can let the strategy realization is another thing. A well-known example is the project cycle, there are insiders complain, in fact, Baidu mobile grass-roots staff of the idea is not small, but many times a good idea to the product officially won the leadership "approval" project, the cycle should be able to span a few months or even a year.

Although this does not affect the wages of employees. "Baidu a lot of departments or quite suitable for old-age, such as Peking University, Tsinghua and other first-class products and technical personnel will not stay in Baidu too long, because I think the challenges of Baidu less and fewer." "A friend of engineers from Baidu told me.

Another kind of more sharp saying is that Baidu has been uphold the engineer culture is disintegrating, because sales, market-related positions have exceeded 50%, this is the whole Baidu in the mobile internet era in a passive, encounter "Waterloo" root.

Of course overall, Li is still a good entrepreneur, Mingyuan is still a good product manager, Baidu is still a great PC Internet company, providing a good PC search engine, sucking gold and writing financial ability is still extremely formidable. But it's not the PC era anymore.

This is the root of all problems.