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Core Tip: Baidu too dismissive of rival power, enlarge their capacity, which is leading to Baidu diversification strategy, an important reason for many failures.
Xin Yuan Wei Beijing reported
to allow users to find their own, the U.S. e-commerce giant Amazon to pay annually to the Google search engine, a huge advertising platform. Three years ago, Baidu came to reverse thinking - since they own a huge flow entrance, why not into e-commerce it?
2008 October Baidu E-commerce platform - have ah formally launched, and shouted "catch up with Taobao," the rhetoric. But March 31, 2011, Baidu has ah announcement that there will be a month off ah mall,nike high heels, and suggested that the gradual transfer of businesses and users to the musics cool days and 100 investment companies and other partners Yiu point.
For Baidu, ah shut down a mall is quite upset. After three years of fighting, Baidu has a market share not only ah no improvement or even a serious setback. According to Analysys International released "the fourth quarter of 2010 online retail market transactions,nike women heels," shows that only 0.1% market share, ah, dropped out of the top ten e-commerce sites.
have ah mall closed, not only means the failure of Baidu C2C e-commerce, but also with the search traffic to its diversification and expansion undertaken by big wake-up call. Baidu has ah three
history
has ah downturn despite a well-known, but suddenly announced in January after the mall closed with ah, still somewhat suddenly.
3 31, Baidu has ah in "ah cause sellers announcement," said, "A month later, there is ah all goods and shops editing, management, publishing and trading operations and other related functions will be closed." At the same time,griffeys shoes, there is ah closely and as soon as possible to remind the seller in the transaction processing and transaction timeouts and so on.
"There ah mall closed for the Chinese e-commerce market can be ignored." Xing Kong school education with a network president, said. At the same time, because ah too small, the mall closed for Baidus direct impact is minimal.
According to Analysys International, Baidu has ah on the statistical data shows that Baidu has ah the fourth quarter of 2010 registered accounts was 74.5 million, an increase of 1%; 90,000 active users. This set of data is far lower than in January this year, Taobao announced data - 370 million registered users.
"ah do not have layoffs, relevant personnel will be transferred to new business development and operations being." Baidu has ah disclosure of public relations, there is ah will continue to focus on "life information services," while "is further research and explore more suitable for e-commerce and search with a new model. only with a specific product need only be released until the time is ripe. "
While Baidu has ah e-commerce market is not worth mentioning, but ah still close to the malls merchants and customers on the platform, have brought no small impact. Baidu has ah suggested in the announcement, traders turned to Baidus music cool day, "according to music cool day investment-related standards,new griffey, voluntary submission. Within three months since the announcement, the migration to stay cool days of music business will have ah get some preferential policies. " Cool days, music is the Baidu and Lotte in Japans largest e-commerce company officially formed in January 2010 a joint venture company whose goal is to build Chinas large integrated class B2C online shopping mall.
reflection "traffic is king"
"Baidu from the beginning did not really think clearly there is ah positioning the same time, Baidus strength rivals too lightly." Shi Hongbo Senior Internet comment that "Baidu has ah getting bigger lesson will fail."
Baidu three years ago decided to do e-commerce, it faces two paths: one is self-built mall, which now ah mode; the other one is to follow Google shopping mode, do comparison shopping search.
Baidu originally conceived, when customers in the early stages of development,nike air griffey max, need to find the entrance to a large platform,griffey sneakers, Baidus search engine to provide the appropriate services. When a customer in the progressive development and growth, I hope to set up a special shop,asics gel, Baidu also hope for further cooperation.
Baidu reasonable idea can really practice, but found resistance far beyond imagination. Has ah as a rising star in this area, all from scratch lack of experience, but is facing strong competition. At that time, Taobao has been very strong, accounting for C2C market share of about 80% of the market. To
who was home on Baidu, is bound to put a lot of manpower and financial resources to catch up. Unfortunately, Baidu did not. In Baidu insiders, there continues to be located in ah attempt products, both ambitious but cautious. Because Baidu has ah been within the system as Baidu operate e-commerce business,ken griffey shoes, compared with the main search, the lack of decentralization mechanism. Baidu has ah left one told reporters: "Baidu has ah on the investment is not large, mainly human input." Ah making has always failed to put to Taobao, pat threat of killer applications, to buy family loyalty is not high.
According to unofficial sources disclosed that Baidu has ah month marketing costs only a few thousand dollars. The cut Taobao C2C market, eBay is suppressed, has at any cost who spent hundreds of millions of advertising. Of course,nike high heels, Baidu has ah and a lot of hidden costs of inputs. Insiders told reporters, "Baidu search engine results, priority would be to have ah of advertising into revenue, is not a small figure. But, Baidu has not really this advantage to play vividly flow out."
"Baidu natural lack of the gene to do e-commerce." Xing Kong education analysis,griffey 2, "each company has its own personality and characteristics of e-commerce is focus on user experience, this is not Baidu areas of expertise."
Baidu diversification warning Baidu E-commerce has been eager
areas. Since March last year, Baidu has ah mall model realized the plight, and sent the former head of Baidu Union have ah Choi served as general manager of the tiger. Cai Hu began to try to explore the "living" commercial potential. And ah "mall" The difference is, "living" pay more attention to the flow of information collection and mining, Baidu closer to the core competitiveness.
At the same time, increase the weight Baidu pour hot B2C area, touted by the joint venture music cool days. However, the lack of e-commerce has been speculation that the gene Baidu, can avoid making the same mistakes are still unknown.
"in e-commerce are not strictly distinguish between C2C and B2C business, just like C2C looks very attractive, but it is far from simple, B2C industry is no different." E-commerce veteran,ken griffey shoes, told reporters.
So in the end what is the path for Baidus e-commerce? "Information and search with similar type of service, information on how to make it more in line with user needs, and reach the hands of users more accurate, it is Baidus strengths." Xing Kong Yu said. At present, mainly engaged in life, go to the market information service network,air griffey max 1 black, 58.com and other sites, fledgling, which gives Baidu leaving a huge market space.
addition, C2C has experienced growth over the past few years Savage, declining, B2C rampant. In addition to old Dangdang, Joyo, the vertical e-commerce has also rushed out, Jingdong, where customer and other sites have sprung up everywhere. Industry analysts, the next few years, the domestic electricity business competition should be the mainstream in the B2C area.
music cool days but has been established more than a year, also no big improvement. Yu Xing Kong, said: "Who will lead the development of music cool day is very important." Xing Kong education that, whether it is B2C,white heels, or C2C, are ultimately the nature of the implementation of e-commerce, experience and technology are very important.
In any case, there is ah mall closed, diversification and expansion of Baidus impulse to bring a warning. Over the past few years, with the enormous flow of search, Baidu ongoing diversification of exploration, but with little success. In addition to Baidu has ah, the Baidu news, instant messaging tools Hi, are also no success.
"Baidu is a wide range of path failure." Bo that with Google around "platform" strategy to create multiple different products,kids ken griffey shoes, by virtue of the Internet market, Baidus strong capital position and monopoly,griffey shoes, and its more ambitious diversification From news to blog, to instant messaging, to e-commerce, Baidu almost every major business development in this area are aimed at the strongest competitors.
"too dismissive of rival Baidu strength, enlarge their capacity, which is leading to Baidu diversification strategy, an important reason for many failures." Bo that, "In fact, every field requires a very professional management and operation teams need strong financial and technical support. "
other words, the flow is king, but not the only factor, more professional team, more fully decentralized, more flexible mechanism also determines every aspect of a wide range of non-success.
Insiders told reporters: "Baidu diversified business development, we should give more consideration to venture outside the system or divestiture of business operations team alone." At present, Baidu Fantastic Art is the path of relatively successful diversified company, has a place in the video field. Fantastic Art Baidu and Providence is a joint venture company set up an independent company.