Ali and Baidu entered the market one after another, which promoted the development of the ladder media towards the duopoly.
Text | Daily Business Selection
Jingdong Investment Trend Media, Internet giants do not want to set off “elevator wars”
On August 8, Jingdong Group announced a strategic investment in Xinchao Media, and led a new round of financing of nearly 1 billion yuan of new media. The two sides reached a deep strategic cooperation and will realize the offline with the help of big data, AIOT and other technologies. The precise matching of advertisements “people, goods, field, time” enhances the reach of offline advertising.
A year ago, Ali and its related parties invested in Focus Media with a strategy of about 15 billion yuan. As soon as the news came out, the new media of the new species of the ladder became the focus of attention. At that time, the number of elevators for the new and trendy There are between 500,000 and 600,000 units, and the resources are comparable. The traffic is getting more and more expensive, the bonus is peaking, the elevator scene is special, and advertising is the easiest to attract consumers’ attention. Ali is the first to bet on the crowd to seek offline traffic. This makes the value of the new wave rise sharply. In November 2018, Baidu strategic investment has entered a new wave.
Ali and Baidu entered the market one after another, which promoted the development of the ladder to the duopoly. JD.com is suffering from the “zero-sum game” of online traffic. Questmobile data shows that in the Top 10 app of the first half of 2019, the hand-to-bee 6.1 billion, Jingdong 270 million, compared with the data of the first half of 2018, Hand Tao, Jingdong The monthly activity was 550 million and 250 million respectively, and the growth of Jingdong was exhausted. This time, Jingdong followed Baidu’s bet on the new wave. On the one hand, it increased the offline traffic entrance. On the other hand, it has the confidence to block Ali online.
As of June this year, the new wave has 700,000 elevator TVs covering 200 million households, while the focus has experienced a decline in net profit and a decline in market value. Although the overall size difference between the two is still there, at least in the field of ladder media, the monopoly position of the focus is challenged. However, compared to the more intense killing, the giants line up to enter …
Editor’s comment: For the industry, Jingdong has promoted the formation of the duopoly of the ladder. In a period of time, it is unlikely that the price war will be different between the focus and the new trend. Focus is in urgent need of improvement…
This article is from the paid section “Daily Business Featured” – August 9
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