Once one of the three giants in groups, Baidu Nuomi APP announced the suspension at the end of the year

Remember Baidu Nuomi "Super Saturday", do you want to watch movies from 6.6 yuan?

On September 20, the topic of the suspension of Baidu glutinous rice APP suddenly caused heated discussion.

A few days ago, Baidu Nuomi official website announced that due to the company's business adjustment, Baidu Nuomi APP will stop services and operations, and it is expected to officially stop related services in December 2022.

As a big giant in the "Thousands of Mission War" more than ten years ago, Baidu Nuomi once formed a three -legged pattern with Meituan.com and Public Comments. However, for the younger generation, Baidu glutinous rice is a strange name, and there are "post -00s" netizens said: "I have never heard of it"; With a lot of their memories, when the news of the shutdown caused a lot of attention, some netizens said: "At that time, 6.6 movie tickets were bought at Nugo every Saturday."

Hope has been possessed by Baidu

Baidu Nuomi was not the product created by Baidu itself at first, but the glutinous rice net owned by everyone.

Public information shows that on June 23, 2010, the group purchase website "Nuomi.com" of Renren Company was officially launched. At that time, the online group purchase industry was also considered to be a year of rapid development of Chinese group purchase websites. Today, the US $ 100 billion Meituan is also established this year.

According to the research data of Ai Media Consultation, the sales sales sales of domestic online group groups exceeded 400 million yuan in December 2010, compared with 1.5 billion yuan in June-December of that year, and the monthly compound growth rate was as high as 18%. About 2 billion yuan. At the end of 2010, there were 1,700 domestic group purchase sites, and an average of 5.7 group purchase websites were born per day.

In the next year, this grand occasion was intensified. Many companies saw the market style and flocked in. Past data showed that by August 2011, group purchase companies increased to more than 5,000. Essence

At that time, the group purchase market was highly hoped, and naturally attracted the entry of giants. On August 23, 2013, Baidu and everyone jointly announced that the two parties have reached the final agreement, and Baidu will invest $ 160 million in strategic investment to Nuomi.com to obtain about 59%of the equity. On January 24, 2014, Baidu and Renren Company signed an agreement. According to the agreement, Baidu will acquire all the shares of Nuomi.com held by everyone. After the transaction is completed, Baidu will become a single major shareholder of Nuomi.com. Later, on March 6, 2014, the glutinous rice net was renamed Baidu Nuomi.

At that time, the crazy group purchase market had been shuffled after a round of money burning, and the head effect had been prominent. "China Living Service O2O Market Special Research Report 2014" shows that the turnover of the Chinese group purchase market in the first half of 2014 reached 28.77 billion yuan, an increase of 102.5%year -on -year, of which the market share of Meituan.com accounted for 56%, an increase from the same period in 2013 compared 19 percentage points, accounting for a leading position. The public comment group increased by 3 percentage year -on -year, accounting for 21%, and Baidu Nuomi Net increased by 4 percentage year -on -year, accounting for 13%. The three companies occupy about 90 % of the market share, and the market competition pattern presents the characteristics of "one super two".

A new round of money burn opening, and Baidu's enthusiasm for O2O reached a climax in mid -2015. On June 30 of that year, Baidu Nuomi released the "Member+" O2O ecological strategy. Li Yanhong, chairman and CEO of Baidu, announced that it would invest 20 billion yuan in the glutinous rice business within 3 years. For a while, there was no distress.

Strategic transformation into an abandoned child

Back at this big tree of Baidu, Baidu Nuomi once stood in the first camp in the O2O field and became one of the three giants.

But more competitors with market share have not given Baidu glutinous rice more time to catch up. The iconic incident that changed the O2O industry pattern was on October 8, 2015. Meituan.com merged with the public comment. The merged Meituan review market share was close to 80%, and the monopoly position was initially formed.

At the same time, burning money did not stop. At the beginning of 2016, Meituan reviewed US $ 3.3 billion in financing, and Tencent in "BAT" in the leading team. Ali was also betting. In April 2016, Alibaba and Ant Financial invested hungry to $ 1.25 billion Essence

Although Baidu O2O ecosystem has also completed financing at the same time, compared with competitors, its market share is large, and its market share has quickly dropped.

What's more important is that in 2016, artificial intelligence technology ushered in a big outbreak, domestic and foreign giants entered the venue, Baidu also adjusted its strategy during this time, and proposed the slogan "ALL in AI" in 2017. Then Baidu carried out a series of "subtraction", which sold its mobile game business and takeaway business, sold 1 billion US dollars of Ctrip shares ...

Chen Liteng, an e -commerce analyst of the E -Commerce Research Center of the Internet Scriptures, said that Baidu glutinous rice and the acquired Baidu takeaway as an important "chess piece" for Baidu once exerted local life services. "". However, with the transformation of Baidu's overall strategy from O2O to artificial intelligence, Baidu's investment in local life has continued to decrease; coupled with the merger of Meituan, public comment, and the integration of reputation and hunger, the continuous power of external opponents and the internal company's internal company’s Do not pay attention, eventually leading to the end of Baidu glutinous rice.

Source: International Finance News

Edit: Xing Zhibin

- END -