Byte Beat has been laying out of the general search engine since the beginning of last year, because it recognizes the importance of search as an APP.

Editor’s note: This article is from “Tencent Technology” “Plough” section author: Han according to the people.

Targeting:

  • Although byte-beating products have succeeded in information and short videos, the number of users of social, payment, and long video is larger in the industry as a whole. The advantage lies in the length of time users use.

  • A person close to the byte jumped to “Popular” revealed that the bytebeat began to lay out the general search engine at the beginning of last year, because it realized the importance of search as APP.

  • Baidu executives headed by Hailong, hope to cope with the challenge by optimizing the alliance, but in the new market competition, it is difficult to achieve the desired results by continuing the inertia of the PC era.

  • For many vertical content providers, Baidu is still a valuable channel. It can be predicted that if byte jitter is to enrich its search results, it must compete with Baidu in the corresponding field. How to attract The content CP and the relationship between the information in the processing station and the information outside the station will be a huge test.

After half a year of brewing, last week, bytebeats officially announced that they have entered the search engine field with a job posting. In China’s Internet market, search has long been considered the home of Baidu.

Since its inception in 2000, Baidu has repeatedly encountered challenges from powerful competitors: Google, Yahoo, Sogou, 360. Although competitors are always on the rise, Baidu has consistently ranked first in the domestic search market share, and its share is far ahead of the second place.

It can be said that Baidu is a constant winner in the Chinese search engine market, but this time, the active attack of the byte beating is not exactly the same as in the past.

Baidu has passed its heyday, and the last quarter surrendered the worst financial report in history, and its rivals’ bytebeats have quickly gained a large number of users in recent years, with information such as headlines and vibrato. In the short video field, Baidu is a byte-hopping imitator and chaser. Both have similar user groups. There is no doubt that bytebeat will erode Baidu’s advertisers.

Since Baidu’s full support of the information flow business in 2017, it has been repeatedly smashed with the byte hopping, and these disputes have been limited toIn the field of information flow and short video, now, bytebeats take the initiative to lead the war to Baidu Base Camp.

Like Baidu must bet on the information flow business to restore the search business to the ceiling, the byte jump must also be launched by launching the search engine business, opening the bytes to beat the internal products, and increasing the reach of external users. channel. The disappearance of the mobile Internet dividend has made the short-term encounters earlier and more cruel.

In a sense, this is a war that will happen sooner or later. The determination, ability and execution of bytebeat, as well as Baidu’s defense capabilities, affect the direction of the pattern. Perhaps the core question is: Who will be the owner of the information portal in the mobile Internet era?

Byte headline growth anxiety

A background that cannot be ignored is that Zhang Yiming has worked on search engines. In fact, the second company he joined after graduating from college was the travel vertical search engine Cool News. After joining Cool News in 2006, Zhang Yiming was the first engineer of Cool News, responsible for search and development. Before the start of today’s headlines in 2012, Zhang Yiming served as the 99-room CEO, which is also a vertical search company in the real estate sector.

In a conversation with Qian Yingyi, Zhang Yiming was deeply grateful to the experience of the 99-room CEO: “99 rooms are the exercises for today’s headline entrepreneurship. At the time of 99 rooms, I was the CEO. I used to finish my duties. There are still problems reporting upwards, but the CEO can’t report upwards and make an independent decision. Recruitment and dismissal can’t be pushed to others. This is a drill for today’s headline business. Still lucky, when the mobile Internet wave is up, I have These experiences.”

Obviously, Zhang Yiming has experience in the development, operation, management and operation of search engine technology. Although the size and influence of Cool News and 99 rooms cannot be compared with Baidu, these actual combats have given Zhang Yiming valuable experience.

The front edge is not enough to explain why byte hopping puts money and resources into a market that has been ruled by Baidu for many years. Moreover, there is a conflict between the byte-beating of the search engine and Zhang Yiming’s corporate strategic thinking. Do not repeat competition.

In 2016, Zhang Yiming attended the CCTV “Dialogue” program and mentioned, “Don’t compete with other people’s core areas from the company level. This will involve you a lot of energy and no advantage. From another perspective, apart from competition In addition, do not do other areas that are well done, and do other areas.”

In a conversation with Qian Yingyi two years later, Zhang Yiming once again mentioned: If you regard society as a general system, you will find that you are not competing for their share, but creating new ones in society. Incremental. If you can do this, win-win. For you, not repeating things, you are not copying a business. For the society, there are new increments.

Being a general search engine, positive and direct competition with Baidu is clearly contradictory to the above thinking. AnxiousBreaking the current bottleneck of growth is an important reason for Zhang Yiming’s transformation.

According to “Late”, today’s headlines are spending 120 million bottlenecks. In the recent June-July CEO face-to-face meeting, Zhang Yiming said that if there is no expansion of search scenes and high-quality content, today’s headline growth There may be only 40 million DAUs left in the space.

Ai Rui Data Domestic Mobile APP Index (based on the number of monthly independent devices) shows that in June this year, there were no headline products in the top ten products in China, and the top ranked products of Bytes Bounce It is a 12-bit vibrato, and its monthly independent devices increased by 2.4% to 407 million.

The top 12 of the Ai Rui domestic mobile APP index (2019.6)

Another important product ranked 28th in today’s headlines, with 256 million monthly independent devices, up 0.5% from the previous month.

Special status of today’s headlines (2019.6)

It can be seen from this ranking that although the products with bytebeats have succeeded in information and short videos, the number of users of social, payment and long video is larger in the whole industry. The advantage of the bytebeat system is the length of time the user uses.

Therefore, although bytebeat has gained a leading position in a subdivision, when it wants to break through the basics of the field and seek greater growth, it must enter the territory of other people to grab the ground, and the general search engine is An attempt to tear the existing ceiling.

Although the idea of ​​”searching dead” is circulating in the industry, it is undeniable that the current search is still a strong demand of users. Baidu still has a very strong advantage in important channels such as browsers.

In the results page of Baidu search, Baidu series and other Baidu products have great weights. These product pages have very obvious APP download and diversion design. Therefore, if you do not search, the search diversion is for byte beating. The penetration is irreversible. At the same time, with some still controlling the huge traffic of the Internet