20 billion didn't play burn games, Baidu technology can become O2O variables?
Baidu World Conference is the most watched "the secret" robot Secretary, dialogue with the user's voice, after receiving instructions to help users set coffee, restaurant booking, buying movie tickets ... ... These can be summarized as access to offline life services. This is the biggest difference with other voice Assistant. The integration of these services on Baidu and glutinous rice, as Li expected that in the future the two nations of "everywhere" into search box in the App and device, Baidu glutinous rice to gain more traffic sources, is certainly a big plus. Robot introduction Baidu glutinous rice to the Secretary look more technical content. Judging from the World Conference, Baidu O2O train of thought is very clear: use search engines to do O2O.
The O2O 20,000,000,100 do still want to burn money
Li announced that the next three years, will invest 20 billion yuan this year to rice, this means that Baidu glutinous rice with a substantial marketing budget, with a "money war" bullet--O2O are burning money is true. Baidu glutinous rice on this does not exclusion, Baidu Deputy President, and Baidu glutinous rice General Manager Katsura in Baidu World Assembly proposed a "spiral growth" of concept: O2O platform and electric business platform advance business Shi, through burn money made section, pulled high GMV (turnover) to a peak, zhihou will down, but still will than made section zhiqian high (this very key), constantly made section, and constantly improve, eventually spiral growth. Tasted the sweetness of the rice in 2015, almost 10, recent Chinese water has reached 450 million in a single day, constitute over 50% O2O one-day turnover of the industry as a whole.
However, different from other platforms too dependent on expensive subsidies, Baidu would like as a marketing "techniques", and it is temporary. Baidu is to resist this kind of brutal competition. Katsura said frankly, today instead of glutinous rice to 20 billion to take its more stressful because he must be thinking about how to earn back the money (this is normal business logic). Robin Li Baidu O2O has made it clear that to go before technical routes, O2O technical content is too low, too reliant on expensive subsidies.
Cash subsidies simple and brutal, brutal market growth at the same time, there are many disadvantages, everyone wants to jump out, but mostly "stop" subsidies for the user, for business, for markets, for platforms can easily become "opium". Many start burn mode players have such an expectation: boil dead opponent, his surviving is victory, weakened competition money will be terminated. But in zhenjianduimaimang, platform strength this expectation is unrealistic, so fast drops and finally had to go to shake hands, the money drain even if Ali grow 10 times cannot get on with it. So very sad is that many O2O platforms "too poor to save money", relies too much on costly consequence is the lack of people I have and sustainable competitiveness.
Baidu for burn mode is more vigilant. First, because Baidu has large investment in artificial intelligence research and development in recent years; the second is Baidu's do is to efficiently connect people and information, not the extensive business, O2O will follow the path of refinement; third, Baidu has a large, artificial intelligence, these unique advantages, which it makes in the O2O business "winning hand". After all, Baidu to people connected with the service, O2O still hope that through "efficient" way to do the whole link in the value chain of the company. In the PC era at the entrances of most say Baidu, in the era of mobile Internet after, Baidu would like to keep the right to speak.
O2O top design like the Baidu search engine
Is essentially the O2O platform Taobao patterns in the past, on the one hand bring together service providers settled, on the one hand trying to get user flow, these flows are then resold to a service provider, to put it bluntly, O2O platform is doing business, just selling everything from commodities into services, O2O is based on the idea of search engine Baidu to do it.
Web search engine is divided into three key sections: spiders to crawl all the content, the index used to label content, that is establish a pairing between keywords and hyperlinks, search section is responsible for handling user needs, such as sorting and filtering results. Development to behind, search engine do has three a things: 1, and "Union", let third party webmaster can show advertising, and search engine flow Exchange, formed a open of flow platform; 2, and since built content, Baidu has launched stick, and know, and Wikipedia, channel; 3, and content passive access, as reptile of added, third party webmaster can active submitted content to search engine, that Baidu Aladdin plans. All of these are O2O formed one by one with the Baidu today correspondence.
Baidu world Robin introduced "degrees secret" Shi, mentioned Baidu index real world of three layer schema, and page version search engine is one by one corresponds to of: first layer is connection 3600 line, it corresponds to to reptile and Aladdin plans, solution "content aggregate", main through plug-in, way let Servicers access; second layer is full network mining, to service playing label, this corresponds to to search engine of "index (Index)"; third layer is degrees secret, and consumers communication, service of rendering, It corresponds to the last search subsystem.
Meanwhile, Baidu glutinous rice launched "glutinous rice +" ecological system three most, partners Union refers to in all application in the access Baidu service content, corresponds to to "Baidu Union"; Service Union is is Baidu past of "middle page strategy", let laundry, and ticket, and travel, field of vertical O2O platform can and Baidu shared flow and user; and "members +" is corresponds to to Baidu Phoenix nest, is Baidu glutinous rice and service businesses Zhijian of docking way. Therefore, Baidu O2O top design much like the search engines only index object into the real world, do is an entity service search. This means that, Baidu O2O will go everywhere technology, technology as its core competitiveness.
Technology is becoming the O2O marketing key variables 007 series movie appreciation of high tech equipment
O2O was hard, dirty work and heavy work. Many projects are not very technical content, such as pizza, coffee, flowers, massage, independent App, opening a micro account opened to the public, technology is not the problem, promotion is notoriously difficult. Baidu is good at technology, "what a nail with a hammer to see" O2O integration technology is it wishful thinking? I don't think so. Burning money after the end of world war, technology will become the major platform of hard power, said technology is the O2O marketing variables.
1, client-side technology is needed to enhance the experience.
Baidu World Conference to launch the "secret" is a very good service experience, foreign players such as Magic, has made similar attempts, this Secretary robot suits O2O consumption of many scenes, which uses speech recognition, semantic understanding, NLP (natural language processing), multiple rounds of dialogue, data mining and other techniques. Other O2O platform can call third-party API to do speech recognition, but it is difficult to achieve semantic understanding, data mining, intelligent service gets these links. Baidu has unique advantages of these technologies. 007 series movie appreciation of high tech equipment
O2O better through technology can also "recommended", according to the user's location, habits, search preferences for personalized recommendations, reduce service costs, seize the "lazy economy", it will need large technologies such as data mining and LBS, as well as accumulating user data. Baidu has 100 million daily active users, Baidu map more than 370 million active users, daily location 10 billion times, with large strength. In this connection, Tencent and Baidu and Ali play to a draw (LBS data Baidu, Tencent has social data).
2, server-side technology is needed to add value.
Business-side expect to receive more orders, better manage and understand users and improve the services and marketing. Future will also go to C2B reverse customization, customized according to user needs, in turn, services, all of which are inseparable from the larger data technology. To get more orders need to adjust the strategy to boost conversion rates, to help businesses understand the user needs data, macro-level understanding of group identity, business people predict that micro-level portrait of precise control when the user to store, personal preference, and so on.
Glutinous rice can provide users of Baidu search, browse, purchase, locate the track high-value data, this data analysis, knowledge of user preferences and real-time status, helping businesses achieve smart marketing. At this point, based on the Google map, Baidu LBS data and technology has obvious advantages. Baidu, Baidu search help can better understand the current needs of users.
3, industry end required technology to ecology.
Internet giants are all trying to do ecological, it is common in all cloud platforms, giving developers what they are good at technical services. O2O platform want to do ecological, connected users, service providers, developers, O2O vertical platforms, a third party intermediary (located between the traditional service businesses with online platforms) numerous roles, you must provide value in connection with the best technical service, take the course platform.
First, servicers need similar Yu light application, and direct,, and map plug-in this class cloud access way, fast will service line Shang of and access platform, this is Baidu and Tencent playing a tied, which has micro-letter public account; second, vertical service platform need positioning, and voice, and image, and big data many threshold high of technology, this is Baidu advantage obviously, Li also said degrees secret future will like search box as into to third party App in the. Finally, ordinary developers need is similar to Baidu Alliance platform to access services, which required advertising-related technologies (data, anti-cheat and so on), Baidu rice + corresponding to this strategic partner alliances.
From a different perspective, O2O much-needed technology, smart interactive, big data marketing, cloud computing technology is O2O platform's core competitiveness. As the preceding analysis, O2O platform is the essence of an "entity search", and the search engine itself is a technical job, O2O will eventually become a technical job, entered a delicate stage, the current marketing-driven money war is not a long-term solution. In that sense, actually Tencent and Baidu O2O main rivals Ali, because only the two big data, cloud computing has accumulated on these technologies, but they have not Baidu comprehensive, such as voice, image, LBS which is Director of Baidu. Foreseeable Ali and the company will increase investment in technology in the future, O2O marketing a slice they want to, and know O2O essentially technical job.
Twitter @ Internet ultra micro Luo (luochaotmt)
