Viewing the new dynamic of Chinese search engine from user's requirement experience

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When Google withdrew from China, I had a brief analysis of the domestic Chinese search engine market. In that brief analysis blog, I have three Chinese search engine search, Sogou and Youdao carried out a brief analysis of product characteristics and market prospects. With the time in the past six months, the three Chinese search engine in 2010 ushered in a new market situation, whether Tencent search or Sogou, Youdao, in this more than half a year they have started their own search engine growth path. Among them, the three Chinese search engines in addition to the market in the field has a major strength, from products and user experience to enhance market competitiveness, this is the current three Chinese search to my first impression.

1, platform advantages to assist user needs

Relying on the advantages of resources platform is the three major Chinese search for competitive tactics, but also the most effective way to promote the market, however, such a short time for the search engine itself has a certain degree of market expansion, but not the search engine itself to develop long-term. I have always believed that search engines and any other Internet products, in order to achieve long-term stability in the market, it is inevitable in other areas to allow users to choose their own reasons. Relying on platform advantages can only temporarily exchange for a certain amount of traffic, but this to the search engine itself's core competitiveness does not play a direct role. Search relies on Tencent QQ resource advantages, resulting in the Alexa rankings have soared to 40, but Tencent search relies on QQ users to get this result, but also decided to search the next to pay a greater effort to maintain this result, once left the support of QQ platform, search can keep the existing market situation, It will be an unknown.

And as for Sogou search, through sogou Pinyin Input method daily entry and upgrade ads, plus Sogou browser products such as "strong recommended" way and search is not much different. Search for Sogou, I can say only, if there is a day users dislike every morning of the term recommended, or users will input method into other input method, then Sogou search face the Cup is the largest of the three search portal. Zhang said that the 2010 is Sogou input method of an important breakthrough year, but if only limited to the client product support, rather than using the dog's own influence to enhance the competitiveness of sogou, this is undoubtedly the biggest problem sogou.

As for the Youdao search, I have said in that article, although NetEase has a heavyweight product NetEase mailbox, but this product to NetEase Youdao Help is not much of a relationship. NetEase Youdao can go to today, completely rely on product quality to speak, and search and Sogou compared to the way the biggest regret is lack of a strong platform support, if Tencent search and Sogou are and Youdao in a level of competition, then the final market competition results will likely be another result.

Opening from the platform to say, because in the Internet competition, especially in the search engine market, users of the search engine usage needs are mostly popular (a user can use several search engines at the same time), so this situation for the various search engines, The initiative of the user to carry out a certain product promotion is very necessary, and the use of platform advantages to expand the user, from another level is also a user experience to promote one.

2, home UI experience and user needs

In the three Chinese search engine, Youdao in the user experience and product development of the spirit of progress as I personally most optimistic about the advantages, is that I have a long time to the Youdao has focused on the main reasons. In this respect, NetEase Youdao to the user's attention to the degree and the pursuit of product attitude, is really another two search engines should learn the role model.

From the beginning of the 2010 version of the preview version to today's father's Day, NetEase Youdao in the UI of the spirit of excellence let people praise. In the current search engine market, I personally think that NetEase Youdao UI design is in addition to Google to do the best one (no longer find than Google "concise for the United States" search), I have visited the first page of each search engine, either the type of Google-style simplicity, or all wear miscellaneous " Illustrations "of the Geek, NetEase Youdao in the home page UI design, but can take into account the Chinese user's cultural background and preferences and so on, this is the Youdao NetEase on the Chinese user groups have a detailed study of the performance, but also this is NetEase Youdao real user experience as a prerequisite for product development characteristics.

In Tencent Search and Sogou searches on the home page, in addition to the search box can only see a bunch of official recommended function search, although to some extent such settings facilitate the user, but from the user's visual experience, this setting is very bad. In my opinion, these convenient search is good, but for a search engine, directly in the search box to enter keywords, you should be able to achieve the same search results. I do not know Tencent search and Sogou in the home stack a lot of functional search is not confident of their products, or really want to facilitate the user, if the latter, my proposal is to directly let users in the search box input keyword can also be retrieved.

Google has been looking for a more concise search home, while the domestic search site has been happy to do their best to the home page to stack search products, this may be the Chinese search and Google's Gap.

Another point, NetEase Youdao other search, such as pictures, shopping search, and so on, the entrance address on the first page is set in the upper left corner, so that the benefits of the design of the entire page is left to the user, and the other two sites are respectively set these features in the search box, And in this position also piled up a bunch of functional search, which has a strong impact on the user's UI vision.

NetEase Youdao and no search and Sogou have the platform advantages, but the way to do in the product itself, this is the Tencent search and Sogou really should learn the spirit. For users, not the official said the more big ads more users will be more, in the eyes of users, can let users feel your products of good intentions, is to win the user's key.

3, the content provides the function to set up

The World Cup fiery also let the domestic Chinese search engine can not endure loneliness, the three Chinese search engines have launched their own World Cup feature search or special topics. In this regard, the three major Chinese search can be taken to promote the promotion of the road, which is followed by the main embodiment of the pace of the Internet, it turns out, event marketing has become the next intersection of Internet marketing, so the three Chinese search engine in this area have good content to provide results.

However, although the three major Chinese search engines provide a rich World Cup content, but specifically in the details of the performance is very different. I see the "official blog" on the home page of NetEase, follow the link click to see Youdao official issued the relevant World Cup strategy skills, illustrated form and search engine with the use of tutorials, whether new or old people, can start at the first time, which undoubtedly enhances the user experience.

Tencent search also placed on the homepage of the official blog link, Sogou as an important member of the three Chinese search, but I can only rely on the artificial memory of its official blog address to find its official blog, and I did not see the official blog related features introduced, this is undoubtedly sanda Chinese search in this respect do the most bad one. Although the link from the home page to measure the focus of a search engine is not appropriate, but this also reflects the search engine for the user needs of the function of different attitudes. In fact, the official blog has been the official communication with the main tool, but sogou in this regard reflects the people are full of regrets.

In the next test, Tencent Search and Sogou in the content of the performance of the slightly inadequate and Youdao. Through Youdao official blog, you can see a lot of official staff to write the World Cup introduction, even a novice internet, but also in these official raiders to the fastest speed to feel the charm of the World Cup. In the other two search engines, Tencent Search although also do a blog report, but only limited to the spread of information, and did not like the way the search for all aspects of the interpretation, to create a detailed and appropriate content data users.

To provide users with content can be refined, which is another core competitiveness.

4, users in the promotion of search engine forward

It should be said that the current three search engines on the whole have a very good performance and action, but for the competition has been the daily fierce search engine market, the maximum use of the user's habits can rely on their products, this is every search engine is concerned about the topic. However, for the current search engine front, only the user's final choice, can really determine the direction of the search engine development, and users as the driving force of the search engine, it is also subject to the search engine's own products and patterns constraints.

At present, Tencent Search relies on a huge platform to obtain great progress, which is the result of its platform advantages, and the Sogou also use Sogou browser and sogou Pinyin Input method resources for the integration of the promotion, in the two attack, NetEase Youdao crawl user experience needs and development, This is the way NetEase walk a route characteristic style.

In the search engine front, the real demand is the user's needs, and this demand determines all the relationships. (Zhu Yi/Wen)

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