Everyone grabbed a piece of cake, but it won’t be 1vs1 on a specific product.
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Interview | Secrets
Documentation | Zhang Yanping
“Financial” reported that according to insiders, after the fast-hand Baidu investment knows, the byte jump is suspected to be close to completing the wholly-owned acquisition negotiation of the interactive encyclopedia. And not long ago, the headline just launched a full-line search engine. The outside world interprets the acquisition as a headline and continues to improve the ecology of the search field. Is this a signal that the byte jumps against Baidu?
This issue observer: Luo Chao, founder of Ray Technology, well-known technology from the media Luo Chao channel producer
: What do you think about the “speaking of the byte jump is suspected of a wholly-owned acquisition of interactive encyclopedia”?
Luo Chao: The direct reason is to do a search because the headline has been announced to do a full network search. Because the core of the search is to help users find content, but on the mobile Internet, the islanding effect of content is very obvious. Because content is distributed across different platforms and apps, users can choose less and less content because there are fewer and fewer sites.
So to do a search, you must do it yourself or a cooperative acquisition to get the core content of the head. For example, Sogou cooperates with Zhihu and WeChat. The content of the encyclopedic knowledge class, the most important channel before Baidu is to know, encyclopedia and post it, followed by the library and experience. Headline to do search, its question and answer platform has a slight headline, if it is necessary to fill the encyclopedia to acquire interactive encyclopedia, it is logically very reasonable.
: Is this also consistent with Zhang Yiming’s “expansion of search scenarios”?
Luo Chao: Meet. Why is it called the expansion of the search scene? Because the headline wants to cultivate the habit of users searching for more content, this must be done to expand the scene, the core is to introduce different content.
: From the perspective of interactive encyclopedia, why does it choose bytebeat?
Luo Chao: Because of the current encyclopedia market, Baidu Encyclopedia is definitely the boss, in addition to Sogou, 360 search engine encyclopedia. The interactive encyclopedia has no search portal and has always been a relatively small existence. In contrast, Wikipedia in foreign countries, it has a Wiki Foundation, and everyone operates through donations. Lack of interactive encyclopediaThis model, because Encyclopedia is very neutral, it is difficult to commercialize.
Secondly, in the mobile era, few people will specially install an encyclopedia app. Everyone generally searches for knowledge in search engines, so the best way out for interactive encyclopedia may be to sell. If this rumor is true, I think the interactive encyclopedia luck is still good because it can be sold. Headlines just need to do search and also need encyclopedia content, interactive encyclopedia has a lot of encyclopedia entry data content, and formed a mechanism to attract mass users to write encyclopedia, these headlines are more valuable.
: If the byte jumps to fill the section of Wikipedia, it constitutes a big confrontation against Baidu. Previously, the headline number vs. Baijiahao, watermelon video vs. good-looking video was formed. Recently, the headline has also penetrated into the hinterland of Baidu and launched its own search engine. This situation can be understood as, is the byte beating now fully benchmarked Baidu?
Luo Chao: Actually, everyone may still have some misunderstandings. The headline doesn’t have to copy a Baidu, it is hopefully there are some differences. Specifically, the core of the headline is to distribute thousands of people’s information streams, which is to help users find content. The difference is that the search is the user to actively find the content, the information flow is essentially passive search. Now Baidu and the headline are both engines (search + information flow), the boundaries between search and information flow are becoming more and more blurred. They have already been benchmarking for two. Everyone grabs a piece of cake, but in the end, it is in a specific product. It should not be 1vs1.
: Looking back at the last two years of bytebeats, you can see that it has tried a lot around the content ecosystem. At the same time, Baidu has also accelerated the construction of its own content ecology. Just a few days ago, it was announced that a new round of financing was announced. Baidu is its strategic investor. In the first half of this year, Baidu also announced the investment in Kay’s story and There is a praise, who will be better in the future moat?
Luo Chao: There are several moats in Baidu: one is the brand, when it comes to searching a lot of people, the first thing that comes to mind is Baidu; the second is that its content ecology has precipitated for more than a decade; The third is the technical ability to search. For the moat of the byte beating, the first is its algorithm of thousands of people, which is the first to be introduced by bytebeat; the second is that it has a relatively strong product capability.
Specifically at the content level, Baidu’s moat will be much deeper. On the one hand, Baidu has been doing content for many years, especially in the encyclopedia, knowing, library, and experience channels. In terms of encyclopedia, Baidu Encyclopedia is doing much better than Interactive Encyclopedia. Encyclopedia content itself is copyrightedIt has a very long tail value. On the other hand, in the head content, in the field of long video, Baidu has iQiyi, and it has where to go and Ctrip in the field of travel consulting services. However, bytebeat also has its own advantages, the core of which is short video vibrato and information stream content.
: With Baidu and bytebeats increasing the layout of the content ecosystem, there may be competition for third-party quality content, communities, and service providers. Some people say that platforms like Douban have no way to go. What happens to the future development path of this platform with its own content?
Luo Chao: The channel-based platform has always mastered the user’s entrance and is constantly developing user habits. This is an irreversible trend. The second is the platform effect. People who used to write a film review on Douban may write on the WeChat public account, which actually has an impact on Douban. Third, these large platforms have certain advantages in advertising, so small and medium-sized platforms with content will be more difficult.
The future development of them is either to cooperate with these giants, not necessarily to be acquired or invested, they can have strategic cooperation. Either do more in-depth on the service, for example, Douban can do a good job of the “film review + movie ticket sales” service model, it still has an advantage. Because of the platforms such as WeChat, Baidu, and headlines, they are more willing to cooperate with platforms like Douban.
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