Baidu map test water life service platform

During the Double Festivals of Christmas and New Year, Baidu Maps initiated the "Joint, dating ceremony" event. In addition to the widespread participation of Fan Bingbing, Huang Xiaoming, Li Yuchun, Jing Boran and other stars and users, Baidu Maps' “meeting” has also attracted the active cooperation of many well-known local merchants, such as vanilla and vanilla Yunnan original hotpot, and Malang slimming. As a result, Baidu map has been fully formed in the positioning of the life search service platform: For users, the massive amount of data in the front-end of the Baidu map's life search service portal and back-end has firmly controlled the entrance to the mobile Internet; for the industry, activities Testing water and free opening of local merchant centres have made online and offline cooperation more frequent and intimate, and Baidu Maps has increasingly become a new marketing platform for physical merchants. Baidu Maps is building a platform that connects users and merchants seamlessly.

The first step of commercial exploration: How to value traffic

"Meetings" activities can be seen as a test of Baidu map commercialization. Leveraging Baidu LBS platform, the majority of merchants can directly face the influx of participating users, fully display their own commodities, selling points, services, and promotional information such as discounts and group purchases during the event to stimulate consumer motivation. The label of offline merchants on Baidu maps seems to be a store on the mobile Internet, and this event is an advantageous promotion for this store, directly facing the 80 million users of Baidu map, realizing potential customers. Close docking, efficient diversion. According to reports, the Baidu map "meeting ceremony" relied on the usual product advantages and user resources. On the web and mobile terminals, the business users pushed nearly 700,000 business details and about 400,000 group purchase information to netizens. Instantly many merchants tasted the sweetness of mobile internet marketing.

Commercialization Preliminary Results: Acquired merchants’ trust and intensified cooperation

As a test of commercialization, Baidu Map's “Meeting” activity effectively opened up the chain of relationships between merchants and users, bringing marketing to the entrance to the mobile Internet.

Vanilla vanilla Yunnan original hot pot is a rapidly rising hot pot brand in Beijing and it is expected to open 8 stores this year. The main local vanilla vanilla Yunnan original hotpot, although sitting on the huge Beijing hot pot market, but also faced with sea fishing, small sheep, Donglaishun and other major brand chain and flavor of the small store's competitive attack. Therefore, how to catch up with the mobile Internet express and spread brand information quickly to the market is the breakthrough of vanilla vanilla Yunnan original hot pot. According to the person in charge, the investment in the online marketing of vanilla vanilla Yunnan original hotpot has accounted for more than 60% of its total marketing investment, and Baidu Maps is an important platform for their marketing efforts. “The 80 million users of Baidu Maps are our most fancy resources. Setting aside a 'buying' on Baidu maps is equivalent to opening a 'storefront' at the city’s bustling commercial street to maximize the display of dishes, services, and offers. , group purchases and other promotional information to achieve more potential orders and target users."

Look at the Baidu LBS platform in addition to local merchants and international brands. As an international slimming expert, Mala Slimy plans to open 2-3 stores in Beijing in 2013. Therefore, Baidu Maps has chosen LBS as its exclusive cooperation platform. We look forward to leveraging Baidu Maps' localization, user scale and product features to speed up the process. The growth and development of the Chinese market. The person in charge of slimming slimming revealed that the 10,000 copies of Malus slimming coupons donated on Baidu Maps' “Meeting” event have greatly stimulated the understanding and experience of the potential market for its product features and helped the brand achieve a major achievement. Area marketing promotion.

Fostering User Habits: From Travel Assistants to Decision-making Services

Baidu Maps not only opened up the chain of relationships between merchants and mobile Internet, merchants and users through the “appointment” event, further stimulating and realizing the transformation of user consumption, but also enabled users to make decisions based on Baidu maps for life. In the activity, the user is guided by the mobile intelligent life mode, completes the precipitation of behavior habits under the new life form, and cultivates the cognition and habits of the life search service.

Compared with the Baidu map deep-growing living search service portal, several major map brands have also differentiated in the development path: Google is still committed to expanding and researching on the “lead the way” function, and has not yet extended too much to the life service platform. There is not much success in China's LBS service, and Goldman has launched the banner of upgrading "living services," relying on Weibo's big tree and taking the "Social + Map" SoLoMo road. In contrast, Baidu Maps has been deepening its life search service platform, and it has become more plan and more effective. If we say that the innovative LBS services frequently launched on Baidu maps are the embodiment of hard power after the transition, then the current “convention” activities to narrow the cooperation with offline merchants and cultivate the user’s local living search habits is The improvement and release of soft power. However, the successful commercialization of Baidu map to help merchants bring customers is the first step, and the second step is to complete the closed-loop business model. As for the future of online payment points or other models, this will be a “long-term” question for Baidu Maps.