According to the "Beijing Times" news, yesterday Baidu has started offline processing of the official bar products, and stopped operating on behalf of the bar.
It is understood that the official sales of non-standard products, official games/sports/animation categories, celebrity bars, vertical bars, regional bars, etc. will be terminated in relation to the sale of the main bargaining rights and the bargaining bargaining rights . Transfer rights to the main bar refer to the removal of posts, bans, resume posts, unblock, and blacklist members' management and maintenance rights through the purchase of the main title; add fine, top, set topics and other content construction permissions; paste bar custom permissions refers to Baidu Post Bar is open to companies, organizations, media, and celebrities and other partners. Through the provision of official bar customization shows, build a series of services and tools such as activity platform, resource management, data platform, customer service model sales, and help partners run their official business.
The reasons for stopping cooperation on behalf of operations, Baidu official explanation is to enhance the user experience and content quality of the bar.
Baidu Post Bar's revenue structure is mainly divided into four parts: users purchase virtual gifts, props account for 50% of the revenue; native advertising business accounts for 20%; partner income generated by the mechanism, including agency fees, company bar certification fees, etc.; the last small piece Sources of income other small cooperation. According to data released by the Analysys think-tank on "China's social media advertising and marketing market share in 2015", Tencent's market share reached 54.8%, while Baidu's share of only 0.8%.
According to Lu Fubin, general manager of the Baidu Post Bar Business Unit, Baidu has more than 19 million posts and about 2,000 commercial ones. In the first 12 years after its launch, Tieba’s products have not been profitable or commercialized and have been losing money. At the end of 2014, Baidu began to commercialize and set up two commercial teams: user business teams and corporate business teams, and started the enterprise platform strategy. In the first half of 2015, the “Platform Bar Partner†model was launched to open the right to operate vertical bars for companies or individuals.
In January of this year, Baidu had completely stopped the commercial cooperation in the category of diseases after it was sold. Today, half a year later, Baidu decided to stop the entire operation of the bar, which means that starting from 2014, it will try to commercialize it, and it will end with the result of ceased operation cooperation.
In the past year, Baidu has frequently been caught in a public opinion crisis. For Baidu, it has always been in the conflict between user experience and business realization. Now, faced with the downturn in search advertising business revenue and the difficult time when O2O and artificial intelligence are in urgent need of burning money, Baidu still chooses to stop operating on behalf of it. This may be an important step for Baidu to compromise on user experience in terms of commercial liquidity. .
