Dialogue Baidu Xiao Yang: Search is the "water and electricity coal" of the Internet, but it is far from stereotypes

Author ｜ Sang Mingqiang

When it comes to Baidu, the first reaction of many people is search. Indeed, as a typical Old School in the Chinese search industry, Baidu has experienced the beginning of the PC Internet, mobile Internet, and web 3 era. With considerable business imagination, and even opinion, it is equivalent to reviewing China for 20 years.

This is not an exaggerated description, even if it is placed in the traditional portal. Many people want to take the search engine as the product of the classical Internet era. It is believed that it is the world recommended by the algorithm. Just need, its market size growth rate is still stable. In other words, it may no longer be the era of search as the king, but the search story will continue to tell.

The fact is true. Compared with the information recommended by the passive algorithm, the charm of search is that it is the user's spontaneous. This also explains why the traffic of Baidu searches still maintains quite. The year -on -year growth is growing forward. The most intuitive example is that now Baidu search still reflects the most intuitive and open window of the public. From the popular search words of Baidu in the past nine months, we can feel that people are full of historical history of Beijing Winter Olympics and China Space Station. Feel the attention of "big events".

The current business organizational structure is determined by the past production relations and production materials. It is the most likely misunderstanding of our concept, and search engines are no exception. But in fact, this approach is not accurate. Take Baidu search as an example. In Xiao Yang's words, "Search is the" hydropower coal 'of the Internet, but it is far from being shaped. "Xiao Yang is the vice president of Baidu Group. It is also the person in charge of the search platform. According to his logic, now Baidu search has seen some visible changes. Benefiting from the two -wheel drive of "new user needs" and "AI new technology", Baidu search innovation closed loop is being reshaped Essence

People with eyes may be able to see that this year's 20.22 million Elephant · Baidu Mobile Ecological Conference is significantly different from the past year. In addition to the release of two core killers search for the search (cross -model big model "Zhiyi" and a new generation of index technology "Thousand Stream"),),), "Thousand Stream"), "Thousand Streams"),), "Thousands of Streams"),), "Thousand Streams"),), "Thousand Streams"),), "Thousand Streams"), "Thousand Streams"),), "Thousand Streams"), "Thousand Streams"),), "Thousand Stream"),), "Thousands of Flow"),), "Thousand Streams"), "Thousands of Streams"),), "Thousand Streams"). This year Baidu focuses on the sorting out of the search ecological kernel. He Junjie, senior vice president of Baidu and the general manager of Baidu Mobile Ecological Business Group (MEG), further clarified the strategy of mobile ecology: adhere to the duality of "intelligent search+intelligent recommendation" double The engine driver mode adheres to the strategic direction of "information+service".

From the perspective of this strategy itself, there are not too many slogans, which is relatively pragmatic, and even a bit returning to the truth or the meaning of the avenue, because whether it is "intelligent search+intelligent recommendation" or "information+service", both and and with both "information+service", both and and "information+service", are both and with "information+service", and they are both and "information+service". The direction of the evolution of business organizational structure at this stage of MEG is closely related. At the same time, this is also a core topic that this article wants to talk about today: the key propositions of Baidu search thoroughly.

01 Understand Baidu to search for this new strategy first

In the past, when Boss was asked "what changes the most in the next 10 years," he sincerely stated that "we should pay more attention to what will not change in the future." Just like the master of management master Minzberg often said, Most managers' ahead of time significantly overestimated their ability to predict the future. This is also the easiest issue of people to ignore. Strategic issues are market issues and organizational issues.

In the same way, in the strategic context of Baidu Mobile Ecology, in May this year, He Junjie took Xin Baidu Mobile Ecological Division. Li Yanhong himself stated in the internal letter: Jackson (He Junjie) in the past three years, in addition to being responsible for multiple important investment and mergers and acquisitions projects, in the budget, sales management, live broadcast, etc., and MEG -related posts and positions Out of important contributions. Judging from his past experience, he is very good at how to excel the business and ecology on how to excel.

Therefore, based on these backgrounds, you can understand the new strategy of Baidu search, and the problem will be solved. Let's talk about "Smart Search+Smart Recommendation" first, which is well understood.

In the words of Xiao Yang, the person in charge of the Baidu search platform, the search engine was originally one of the earliest core applications of the Internet. The seemingly unchanged search box. The evolution of experience is actually changing with each passing day. Behind the diversification of channels, diversified channel entrances, and popular, behind this strategy, it is actually a two -way travel for new users and new AI technologies.

Baidu App is also the only platform that can be pulled on both engines on intelligent search and intelligent recommendation. As for "information+service", it is Xiao Yang's highlight of Baidu's search for decoupling. He has been searching for the industry for so many years, and he has observed an interesting phenomenon -more and more people seeking affordable services through Baidu search, in Baidu, in Baidu, in Baidu, in Baidu There are a large amount of search related to service needs every day. In his opinion, this is a trend worthy of attention. Now everyone seems to be in a misunderstanding. It is believed that the higher the function of the product, the better, but in fact, good products must understand life.

Take a simple example. If your dog's nose is very dry recently, you can search for this problem on Baidu. Baidu will pop up a popular science video directly. The respondent, the other party can respond within a few minutes. Many people don't know yet. This new type of interaction is already the "standard" of Baidu's mobile ecology. According to He Junjie's strategic logic, the complete needs of each user should be free to express and better satisfaction on Baidu search. The original intention of this function design is not complicated, but it is not difficult to achieve. On the one hand, it needs strong content. The basic disk of traffic is supported; on the other hand, the path must also be short, high efficiency, and deeper service to form a "creator -platform -user" benign ecology.

02AI is making Baidu search more and more beautiful

In the first 10 years of Baidu, what it was good at was "information distribution": allowing users to quickly find the information they want. In the PC era, the technical high -dimensional search engine itself has always been in the absolute advantage in the competition, but in the era of mobile Internet, all kinds of applications are trying to retain users. At this time After leaving, the real change of Baidu opened a complement stage based on the existing mobile ecology.

Fortunately, this road is not too difficult for Baidu. Because Baidu search has been understood as an artificial intelligence product since its birth. This is also the biggest difference from other portals. Baidu has a strong cultural and technical genes in engineers. The statement of the evolution of Baidu search is the epitome of the progress of artificial intelligence technology. However, the business logic has changed from the past "connecting people and information" to connecting "people, information and services".

The most typical example is Baidu's AI digital person Xiaoxiao. This year, he challenged the college entrance examination composition. 40 seconds were written in 40 seconds. The score can be ranked 25%before the general exam. This is not sci -fi. At the Baidu World Conference in July of the same year, He Junjie also specifically mentioned the era of "a digital person per capita" has arrived.

In fact, AI makes Baidu search more and more look at it. Not only is it reflected in the "writing composition of Du Xiaoxiao". If you are a new media practitioner, you will find that there is some in the Baidu APP today. The video content is actually the result of the automatic converting the graphic content of the Baijia number into a video. These are AIGC, that is, the automatic content of artificial intelligence generates content. In the view In ten years, AIGC will subvert the existing content production model and achieve the cost of 10/1 to generate AI original content at a speed of 10/1. "

As we all know, the technology behind AIGC is a large model of pre -training, and Baidu has an absolute advantage in technical — the amount of artificial intelligence patent authorization and application volume is the first in China. As the "first stop" of AI technology, Baidu's mobile ecology is naturally the best training ground. In He Junjie's words, it is to achieve "AI can use it and get out." Later practice proves that this strategic prediction is indeed effective. For example, the National Early Warning Information Center is based on Baidu TTV technology. Nearly 3,000 warnings are published on the Baijia number. It has reached 40.8 billion people in two years. Very amazing.

03 Open discussion on searching for future imagination

"The market does not necessarily always evolve from simple to complex, but often changes in another way." Richard Rumeltt's phrase in his strange book "Good Strategy, Bad Strategy" It is also the end of He Junjie's thinking. According to his understanding, Baidu search or MEG has experienced a strong wind and waves. sense.

In other words, the seeds buried in AI and ecological construction in the past year have begun to be "qualitative" and are about to usher in the harvest period. In Xiao Yang's words, technology changes search and search for new ecology. Under the two -wheel drive, Baidu also needs more ecological partners to unlock new ecological gameplay together. The fact is true. In recent years, the Baidu APP traffic has increased against the trend, and the monthly living users have even reached an amazing 628 million. As users find the consumption habits of "content+service", the Baidu diversified income pattern will also be expanded. Frontier.

We must realize that the rise and fall of technology is indeed affected by the market cycle, but in the end, the right to vote is in the hands of every user. For the mobile Internet industry, the essence of search is driven by technology and has a strong threshold. For example, it is used for Baidu to search for technical infrastructure. R & D investment exceeds 100 billion yuan, and the intensity of R & D intensity has been maintained above 20%). It is also this flywheel effect that enable Baidu to run faster and faster.

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