Jul 30, 2022
In Fashion Forum
ByteDance, Baidu's "Power Enhanced Edition": Although the media is keen to hype the "head-to-head war", ByteDance's most appropriate benchmark is actually Baidu. It has the advantages of Baidu's peak period (leading technology, strong sales), and avoids the shortcomings that lead to Baidu's decline (not paying attention to user experience, low execution), thus eroding Baidu's cake to the greatest extent. The history of ByteDance's rise is the history of Baidu's collapse, and this process is still going on. Of course, Weibo and Kuaishou have also benefited from this process. The significance and ambition of Douyin's rise: Douyin's popularity is accidental, and the rise of ByteDance's short video business is inevitable. This process reflects the phone number list vitality and execution of ByteDance, and it is also the result of "seeking change": compared with today's headlines, Douyin cancels the information flow interface, strengthens the attention mechanism, and encourages the management of "private traffic", thus achieving greater success. After the acquisition of Musical.ly, TikTok (the overseas version of Douyin) carried ByteDance's ambition to go overseas, but its weaknesses and strengths were equally obvious. The strategic offensive direction is search, live broadcast, and e-commerce delivery: Contrary to what the outside world imagines, ByteDance has not devoted its main resources to social networking and games, and is not eager to fight with Tencent. Today’s headlines focus on developing search functions, breaking into Baidu’s core territory, and improving monetization efficiency when traffic peaks. The focus of Douyin is to develop live broadcasts and the resulting e-commerce delivery model. If the momentum is ideal, Douyin may even increase its own e-commerce business, but at this stage, it is still mainly diverting to Taobao. How should investors react? Baidu has always been the biggest "injured" in the rise of ByteDance, and its "information distribution" base has been smashed by today's headlines and Douyin. Since 2016, Baidu has achieved its own evolution by learning ByteDance. Faced with the impact of Toutiao in search, Baidu has no good response measures unless it conducts a complete transformation of its organizational structure.