ByteDance, the tech giant behind TikTok and other popular apps, has launched yet another search application, named Douyin Search, signaling its fourth attempt to challenge Baidu’s dominance in the search market. This move comes as content-centric apps like Douyin (TikTok’s Chinese version), Xiaohongshu (Little Red Book), and Bilibili increasingly encroach on the traditional search engine’s territory.
The rise of these apps has shifted user search habits, with more people turning to video and content-rich platforms for information rather than relying on Baidu. This shift has left Baidu grappling with a new reality where its once-vaunted search engine is losing its shine.
Search Demand Diversifies, Baidu’s Position Becomes Increasinglyawkward
With the popularity of games like Black Myth:悟空, more users are searching for in-game guides and tips. Many players told Sina Technology that they prefer to search on platforms like Bilibili or Douyin directly, rather than using Baidu.
Baidu’s search results for guides are mostly text and images, while Bilibili offers video tutorials that are easier to follow, said Li Shuai, a netizen. Since Baidu often directs users to Bilibili, it’s more convenient to search directly on these platforms.
Content platforms have increasingly become data islands, with Douyin, Xiaohongshu, Bilibili, and Quark Browser emerging as new hubs for user searches. According to the 2024巨量引擎 Search Advertising Marketing Guide, Douyin users now conduct an average of 7 searches per day, a significant increase from 1 search in 2021 and 3 searches in May 2023. With Douyin’s DAU reaching 700 million during the Spring Festival in 2021, the platform’s daily search volume could exceed 4.9 billion.
Search Market’s Next Phase: Linking People, Goods, and Places
The rise of content-generating platforms like Douyin and Xiaohongshu has diminished the importance of Baidu as an information distribution platform. Baidu’s latest financial report reflects this, with a decline in revenue from its core business.
In its recent Q2 report, Baidu’s online marketing revenue decreased by 2% year-on-year, while non-online marketing revenue grew by 10%, mainly driven by its smart cloud business. The search engine’s core business, once the main growth engine, has seen consecutive quarters of declining growth, with negative year-on-year growth now apparent.
Baidu’s Chairman and CEO, Robin Li, acknowledged the challenges faced by the traditional search business, noting that users are spending more time on short-video and social media platforms, impacting Baidu’s online advertising revenue. For other platforms, the search domain does not face the same challenges as Baidu because their business models are not limited to advertising, giving them more room to maneuver.
An industry insider told Sina Technology that content platforms like Douyin and Xiaohongshu may offer better search quality in everyday areas and do not rely on advertising. Instead, they aim to create links between people, goods, and places. For instance, a user searching for a product on Douyin can see its pros and cons, order it directly, and possibly get a better price. In contrast, if they use Baidu, they would need to open different web pages, then visit e-commerce sites like JD.com and Taobao, making the process longer and less efficient.
According to the 2024巨量引擎 Search Advertising Marketing Guide, 53% of searches on Douyin are triggered by viewing content, while the remaining 47% are proactive searches. This indicates a strong search initiative among Douyin users, reflecting their growing purchasing intent and the platform’s ability to turn search into a pure tool without significant advertising pressure.
This analysis also aligns with the rise of Quark Browser, which offers various functions like document sharing and scanning, appealing to students and office workers, making search entry
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