The exhaustion of the content pool.

In essence, Baidu is a content-based Internet enterprise.

In the era of PC web pages, everyone's content is open. Users actively search through search engines and reach different content. Baidu, as an intermediary company between users and content, gains benefits through bidding ranking.

In other words, as one of the most important content portals in the PC era, charging is to decide who comes first through bidding ranking. At that time, Baidu was not short of content. After all, everyone's content is public. On the contrary, everyone needs to "beg" Baidu to give a good content distribution weight.

This makes Baidu develop a proud style of light products (content) and heavy channels, which is hard to return.

If you want to rank first, you have to pay Baidu.

But in the era of mobile internet, everyone is fragmented and the content is sealed in their own apps. Content providers are also shifting to the mobile internet field a little bit.

In essence, Baidu is an intermediary between content and users. At this time, there is no content distributed to you, and mobile apps all seal the content in their own apps.

People won't beg you to distribute content as before.

Baidu can grab less and less content, and the content pool is gradually exhausted, so it can't receive agency fees, that is, the money for bidding ranking.

That's for the financial beauty of the company, after all, it has to be explained to shareholders. There are also various medical advertisements such as selling bars and Putian Department. After all, make the company's books look good.

So, with the advent of the mobile era, what is the solution to this dilemma?

Or, set up your own content pool.

Establish your own content ecology, distribute your own content, and continue to make money.

But if you look at good cards such as post bars and libraries, you will know that Baidu has no content product genes.

Baidu has also made various attempts, such as what 100 brands, good-looking videos and other content products, to struggle. But the impact is not great.

What is the enterprise that has done better in this respect?

ByteDance.

ByteDance discovered the mobile age, its own content methodology.

That is algorithm distribution.

In the mobile era, people rarely get content through active search, preferring passive distribution of algorithmic feeding.

So through intelligent algorithm recommendation, ByteDance created his own content pool, such as Today's Headlines and Tik Tok.

From engine access to algorithm recommendation, this is one of the most important differences between mobile Internet and PC Internet.

Otherwise, as many content Internet companies as possible will be brought under their own authority and a content ecosystem will be established. It can be in the form of investment, acquisition and purchase of copyright. Tencent has done the best in this respect.

You see, whether reading online texts, reading novels, reading traditional e-books, watching videos, listening to music and playing games, all kinds of content consumption are basically behind Tencent.

For example:

I still remember a long time ago, chasing more net articles in the post bar. At that time, it was very interesting to chase more online articles in the post bar and post to discuss the development of the plot. Many people wrote the same story below, or serialized some novels written by themselves. Anyway, I think it is much more interesting to chase more online articles in the post bar than to read books and book reviews on a special online platform. After all, Post Bar is a special forum.

This is also an advantage of Post Bar.

Later, it was posted to crack down on piracy and directly prohibit the updating of online texts.

Then the popularity of various novel bars suddenly dropped sharply.

Of course, the author's copyright must be protected.

But why did you go early? It is long overdue to lay out the copyright of the content such as net text, optimize the paid pursuit of post bar or other profit models, instead of simply and rudely prohibiting updates, resulting in a sharp drop in traffic.

If the content copyright is arranged early, then Baidu Post Bar will not involve copyright issues later.

Don't say Baidu has no money. At that time, the market value of Baidu was even higher than that of Tencent. Tencent has the money to lay out the content copyright. How can you have no money?

It has not been influenced by the values that have always focused on channels and ignored content.

Moreover, at that time, many people were writing serials in the post bar and developing the function of content production earlier. What happened to the web platform?

Moreover, many people say that it is better to post a lot of content in niche professional subdivisions than to post Zhihu.

Yes, then why did you go early?

If it is done well, what will happen to Weibo, the starting point, Zhihu and today's headlines?

Later, online companies were acquired by Tencent, which directly blocked the content update of Post Bar for copyright disputes. From this example, we can find that Baidu's layout in the content field is too slow and too late, and there is no awe of the content. There is also the inertia thinking of the PC era, which thinks that the content is as open, free and available everywhere as before. Everyone is begging you to distribute it through this search channel, so Baidu is slow step by step.

You have arranged the content before. As a content production, content distribution channel and content social channel, wouldn't it develop well?

Mobile era, food, clothing, housing and transportation, education, socialization, content entertainment, game news and information, etc. They are all divided by various apps, and they can also grab some content distribution in medical care. Public hospitals have a good reputation, and state institutions are not profitable, so you don't need to allocate them.

If you have money and need distribution channels, isn't the private Putian hospital left? Therefore, in order to make money, it is naturally ugly to eat secretly.

So, what can we do?

You can't create your own content pool. Build a content ecological chain through acquisition and investment. Your reaction is too slow. So in the mobile age, is it only to be surpassed?