The crisis of Baidu is the time to intensive content
Frequent investment trends reveal the anxiety of Baidu’s urgently optimized content ecology.
Tianzhong.com reported today that Baidu has become a new shareholder of Guohu.com in June this year. The specific transaction amount has not been disclosed. According to Tianyue’s data, Baidu Investment M&A’s company holds 9.38% of the company owned by Hukou.
The cooperation between Baidu and the shell has not reached a particularly in-depth stage, and the momentum is not as good as the F-round financing of 434 million US dollars. Compared to the knowledge of the whole station Q&A to access Baidu App in the form of smart small programs, the shell network only opened a hundred numbers on Baidu, but in any case, the layout of the Baidu content community has added another city.
Baidu shares in the shell, in the final analysis is to enrich the content ecology, according to 36 氪, after the Baidu investment shell, the deep cooperation between the two sides in content and business will be carried out soon.
Before Baidu spent 30 million US dollars to participate in SaaS service providers, the purpose is to foster smart small programs.
The information distribution through the dual engine of “Search + Information Flow” enriches the high-quality content ecosystem is a moat that Baidu urgently needs to improve. A few days ago, Baidu APP announced that it has exceeded 200 million daily activities. The main driving force for growth comes from the continuous flow of information flow in the past two years and the two client products of Baijiahao and Smart Small Program.
This time Baidu shares in the shell, for Baidu, it is hoped that the 33 million monthly activity of the shell network will bring new traffic, on the other hand, the fruit shell network is a long drought, from Gansu, from 2010 to 2014. The annual fruit shell network has raised a total of 4 rounds of financing, and there has been no financing for 5 years.
In terms of investment dynamics, Baidu’s layout in the content field has accelerated. In July 2019, it invested in free reading of Seven Cat novels, led the “Cai Shu storytelling” C round of financing, and invested in Netease cloud music last year. Baidu video, pear video, covering short video, music, games, video sites, information and other fields.
The mobile Internet has entered the stock from increments. The companies on the channel are targeting the demographic dividend of the sinking market, and the content is high in content. Known and founder Zhou Yuan said, “The problem of facing the problem of isolated islands and the increasing cost of users accessing high-quality content is the same.”
Baidu has been in crisis, the market value has shrunk to $33.2 billion, and Netease has exceeded the market value of $33.5 billion. The core business has been hit by the “headline search” on the top of the byte headline. In addition, Baidu suffered the first loss after the listing in the first quarter. The net loss attributable to Baidu is 327 million yuan.
In general, Baidu’s roots in the “search + information flow” field are the highest in the search engine market. In comparison, the content is Baidu’s.More soft underbelly. Bidding advertising affects the search experience. Baidu’s subsidy has brought traffic but has not improved quality.
Under the current situation of content consumption upgrade, users need to precipitate high-quality content, and Baidu’s layout in the content industry must be intensive.