Shulou(Shulou.com)06/02 Report--

Since byte jump proposed to enter the search engine market, the search engine market has been quiet for a long time and finally began to make waves, including search-related content areas. The recent injection of capital into the interactive encyclopedia by byte jump is a small whirlpool under the fluctuation of the wind and clouds.

According to Tianyan data, on August 14, Beijing Interactive Encyclopedia Network Technology Co., Ltd., the main operating body of Interactive Encyclopedia, completed a new round of industrial and commercial transformation, and founder Pan Haidong withdrew. The new legal shareholder is the byte jump investment entity Beijing Quantum jump Technology Co., Ltd. According to Sina Science and Technology, Beijing Quantum Yue Technology Co., Ltd. bought a stake in Beijing Interactive Encyclopedia Network Technology Co., Ltd., a subsidiary of Interactive Encyclopedia, on March 1, 2019, with a capital contribution of 8.714286 million yuan and a shareholding ratio of 22.22%, making it the largest shareholder. Pan Haidong, founder of Interactive Encyclopedia, holds 14.96% of the shares, making him the second largest shareholder.

Many people believe that through the capital injection of the interactive encyclopedia, the byte jump further complements the source of search content and further increases the size of the search market.

But is that really the case?

Spirit and form of search engine

In the search engine tool, we can be divided into two levels, one is the "shape" of the search engine, and the other is the "God" of the search engine.

From the "shape" of the search engine, it should be a set of tools to gather a large amount of Internet content and open an entrance to users, so that users can find the information they need here. Especially in the era of mobile Internet, a lot of information is stored independently in the isolated islands of each App. At this time, it is very important to open a unified information portal and connect isolated islands to speed up the flow of content.

But whether it is the inclusion of web pages in the PC era or the opening up of the App ecology in the mobile era, these are nothing more than the "form" of search engines. The "God" of search engines has not changed-helping people to get the information they want more easily.

In order to achieve this goal, what is often needed is not only content, but also the accumulation of technology. The core of search is to enable computers to accurately understand human needs and find information that meets them. To better solve this problem, we should not only enhance the level of content, but also let computers learn to understand human beings and understand content. From the word segmentation algorithm that can detect the user's intention to the vision and voice technology that can realize voice and picture search.

From the achievements of the world's search engine giants on AI today, we can also find that search engines have always been testing grounds and petri dishes for new technologies.

As for the funding of the interactive encyclopedia, the byte jump complements the encyclopedia content at the "shape" level, but it is not helpful at the "God" level.

With the injection of interactive encyclopedia, why is the byte beat still visible and godless?

The reason why we are so sure can be explained from two aspects: the interactive encyclopedia itself and the byte jump.

From the interactive encyclopedia itself, we need to admit that the content of the interactive encyclopedia itself is not so perfect compared with similar competitions.

Interactive encyclopedia uses Wikipedia's Wiki system, which relies on "smart volunteers" to contribute content. However, compared with Wikipedia, which is supported by the foundation, interactive encyclopedia has to be commercialized, and thus brings itself a lot of trouble. For example, if it has been exposed by the 315th gala, you can open the service of "encyclopedia entry claim" for 4800 yuan, and then you can make up and publish false advertisements at will, causing misleading to consumers.

In our actual test, the content and freshness of the interactive encyclopedia is also slightly worse than that of other products. For example, in the search for the recent hit "Aobing", the interactive encyclopedia has only been updated to the film and television images up to 2006, while the competition has sorted out more than a dozen film and television images from 1974 to the recent "Magic Child".

From the byte jump level, most of the encyclopedia products on the market are based on the search engine and launched the encyclopedia section, the encyclopedia content and the search portal are closely linked. Especially in the establishment of search knowledge graph, the encyclopedia plate played an important role. Through the mining, normalization and fusion of massive data, and through the establishment of the relationship between the nodes of knowledge entities, the messy information is combed into an associative and inferential system. The role of the encyclopedia section is to provide a large amount of authoritative information and knowledge.

So for users, searching Mars can see the related knowledge of Jupiter, Mercury and even the solar system and the whole universe, which is inseparable from the technical foundation of the knowledge graph and the content supplement of Baidu encyclopedia.

However, the process of building knowledge graph is very complicated and can not be built overnight. The technical accumulation of byte jump is mostly in intelligent recommendation and image recognition processing. Search engines need natural language processing, knowledge graph and other aspects of technology, byte jump is still a novice. Therefore, in a short period of time, the cooperation of byte beat and interactive encyclopedia is difficult to achieve the effect of Baidu search + Baidu encyclopedia, and can not play the maximum effectiveness of encyclopedia content.

In other words, the effect of byte jump on the funding of interactive encyclopedia can only be achieved at the content level, increasing the encyclopedia content section of the future byte jump search engine. As for whether we can get closer to the ultimate goal of "helping people get the information they want more easily" through the establishment of the encyclopedia section, I am afraid the effect is limited, and it will not be able to change the future of byte jump search with "shape" and "spirit" in the end.

The advent of the thermonuclear era: where are the opportunities for search engines?

Finally, from the current search dilemma of byte jumping, we can also try to explore whether there is still an opportunity for search engines. If so, where is the opportunity?

From the case of byte jumping, we can be sure that simply stacking content doesn't make much sense to today's search market. Nowadays, what mobile Internet users are facing is not a lack of information, but an information explosion. Even if the App-dominated mode of the mobile Internet will lead to the emergence of isolated islands, for users, even if there is a search engine that connects all the isolated islands, there may be a lot of repetition and redundancy of search results, which will bring trouble rather than convenience. Especially in the transition from the PC era to the mobile era, the horizon of terminal products is constantly shrinking, and the number of information received by users is becoming more and more limited. This is also constantly testing the technical ability of search engines, to accurately capture the intention of users, and from the vast amount of information to find matching content.

The opportunity of search engine also happens to exist in this kind of change.

According to the latest Accenture survey, 77% of Chinese consumers surveyed use intelligent voice assistants, the highest in the world (the global average is 50%). At the same time, Chinese users' satisfaction with independent intelligent voice assistants reached 97%. At the same time, market research agency Strategy Analytics survey results show that the global sales of smart speakers reached 30.3 million units in the second quarter of this year.

The high popularity of voice interaction portals means that future search behaviors are likely to occur in voice interactions. Users no longer need to open App and enter text, just a wake-up call and inquiry to find the information they need. This is in line with the ultimate goal of "helping people get the information they want more easily". This trend also means that search engines should understand not only the text but also the voice. And in the voice interaction, the scope of results provided by the search engine will be further reduced, which is also testing the technical ability of the search engine.

The emergence of new entrances, new forms of interaction and new technical requirements undoubtedly gives new opportunities to the search engine market. But to seize this opportunity, what we need is the layout of voice interaction hardware, the improvement of voice interaction technology and the grasp of search engine technology. And the byte jump is obviously not helpful to the blessing of encyclopedia content. If Byte Jump really wants to get a piece of the search market, it will probably have to be laid out in search technology and voice interaction, rather than going to war with a brick in the thermonuclear era.

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