Headline Search has really come, and the war with Baidu has been thoroughly launched.

 Headline Search has really come, and the war with Baidu has been thoroughly launched.

Gao Xiaoqian

Search in the headline station is only a prelude.

36 krypton recently learned that the headline general search engine has quietly launched. The slogan of the headline search is search what you want to search, and Baidu is search what happens, have a look at what happens.

Headline search engine on line means that the war between headlines and Baidu has been thoroughly launched. It also means that this years headline target has shifted more from Tencent to Baidu.

Open the headline search home page, you will see a simple search box similar to Baidu, there is no information flow content below. After clicking on the search box, the headline search will show historical records and guess what you want to search. Baidu search is a search discovery and historical record.

Enter Typhoon to search, and you will see that the headline search categories include videos, information, small videos, pictures, music, users and micro-headlines. Comparatively speaking, Baidu search category is more diverse, including questions and answers, maps, small programs and other 16 categories. In addition, Baidu has many services around search, community and developers.

The richness of search categories is also directly reflected in the search results. Headline search results on typhoons show that articles, discussions and videos mostly come from todays headlines, micro-headlines and jitter. If the content of other channels is from outside the station, such as Typhoon Path, China Typhoon Information Network, etc. Baidu search results also come from Baijianu, Baidu smart applet content, but at the same time there are Weibo, Hupu, Tencent video and other external sources.

From experience, the headline search content is not as diverse as Baidu search, and the results are more suitable for mobile.

In 2017, byte bouncing began layout search, and 36 krypton reported that Wu Kai, general manager of 360 Search, joined in at the end of 17 as the head of search business. However, byte bouncing has always been emphasized as intra-App search, but the larger goal behind it is a general search engine.

At the beginning of March this year, a lot of off-site content could be found in the headline App. On March 12, the headline promoted headline full-web search on the opening screen, and the promotional slogan was search for good results on the whole network.

In early August, byte bouncing posted a search Department Recruitment announcement, saying that it would build a general search engine from 0 to 1, and that it would be a full-web search. Search teams cover todays headlines, trembles, watermelons, volcanoes, car owners and other products, and are creating an ideal search platform architecture, Byte Beat said. Only you dont want to search, no one you cant.

Byte bouncing responded 36 krypton at that time, and the search product was on line. This is an extension of the idea of Information Creates Value in todays headlines. Users can try it out through the search box on todays headlines. But in retrospect, this recruitment announcement actually paves the way for headline search, a general search engine.

Headline App Open Screen Push Headline Full Web Search

Why does the headline launch a general search engine, and how much impact will Baidu search bring?

Searching for Super Content App has become an inevitable outcome of the mobile age. In the era of PC Internet, Baidu has become the search entrance. In the era of mobile Internet, Super App not only produces its own content, but also builds its own search system, blocking a large part of traffic. In fact, in addition to the headlines, Wechat has also built a search system including content inside and outside the station. However, Wechat search can only be searched through App, and the headline has launched a general search engine separately.

Although an island of searchable information has been built in the early days. But in the long run, if you want more users to stay on this island, you need to expand more content. If we do not expand the content, the information island itself is in a stagnant state of growth. So in a recent internal speech, Zhang Yiming said, Without the expansion of search scenarios and high-quality content, the growth space of headlines may be only 40 million DAUs.

A general search engine will inevitably bring huge traffic to the headline product matrix, including graphics, small videos, long videos and small programs. An obvious example is the small program, Baidu and the headline on-line small program time is similar, but the latter through search diversion let the small program explosive growth, and the headline small program has not improved several times.

Searching for headlines is a process from inside to outside. Wechat is also a similar path, but currently Wechat search can only be done through App.

The discussion about Baidu search is dead has been going on for a long time. Baidu is also aware of this problem, but it seems that it has been slow to set up a mobile ecological enterprise group and increase the construction of user products. In July, tremolo daily activity exceeded 320 million, byte bouncing products total daily activity exceeded 700 million, and global monthly activity exceeded 1.5 billion. In the same month, Baidu Apps daily users reached 190 million, and Baidu Mobiles monthly active devices reached 1.1 billion. This means that the monthly viability of byte bouncing products has surpassed that of Baidu.

Every content of the headline UGC ecological system has been formed, and finally a search as the total entrance, the total number of users will exceed Baidu products. An industry content spoke to 36 krypton about the impact of headline search.

In fact, in addition to users, traffic competition, headline search online will directly impact Baidus advertising revenue. When the byte bounce announces a monthly break of 1.5 billion, investors responded by lowering Baidus target price from $179 to $160. Part of the reason is that both are advertising-based revenue models, and byte bouncing occupies part of Baidus market share.

Those in the industry expressed the same view. The byte-hopping search business has been commercialized this year. When headline search comes online, its advertising bidding may follow. Influenced by the downturn of the economy this year, advertisersbudgets contracted. In order to complete the advertising revenue of 10 million to 15 million yuan, the headlines began to expand rapidly to the bidding advertising system, which will directly put pressure on Baidus revenue.

Baidu reported a loss for the first time this year. Baidus revenue in the first quarter was 24.123 billion yuan, up 15% from the same period last year, but the net loss attributable to Baidu was 327 million yuan, which was reversed from the net profit of 6.694 billion yuan in the same period last year. With the addition of headline search codes, the second half of the year may bring more pressure to Baidu.

The battles between byte bouncing and Tencent and Baidu have been going on, from the speed of drooling to court decisions to the direct income collision. But its harder to enter Tencents social and game-centric heartland than to insert Baidus search. This also means that byte bouncing is grabbing Baidu cash flow (advertiser budget), but only Tencent traffic and user time (jitter headlines instead of Wechat Friends circle public numbers).