百度电商翻身，订单量一年增长37倍
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/bb1c0d492a684e0589210de425836a0c~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1728469088&x-signature=7IWIQI989cttZ7gBJwWphogJdUI%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">百度直营电<span style="color: black;">商场</span>绩<span style="color: black;">大涨</span></span></strong></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">时隔15年，百度对电商依然有着一种超乎寻常的执念。追逐电商梦的路上，这次李彦宏收获到的会是硕果吗？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">近期</span>，2022百度热AI营销峰会召开。会上，百度披露了过去一年直营电商的经营数据。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">其中，<strong style="color: blue;">百度直营电商整体订单量<span style="color: black;">提高</span>37倍，GMV<span style="color: black;">提高</span>18倍。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">百度于2019年推出直营电商平台度小店，主要面向电商推广客户和自<span style="color: black;">媒介</span>创作者，模式上与抖音和快手小店类似。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">简单来讲，<span style="color: black;">便是</span>百度百家号的创作者<span style="color: black;">能够</span>一边做内容，一边带货。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">重点发力直营电商，百度<span style="color: black;">经过</span>构建全链路闭环，以及<span style="color: black;">商场</span>和自然流量的扶持，为商家经营效果保驾护航。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">毫无疑问，从数据上来看，百度电商的<span style="color: black;">奋斗</span><span style="color: black;">无</span>付诸东流，成果<span style="color: black;">明显</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">截<span style="color: black;">迄今</span>年5月份，百度电商搜索规模同比增长29.3%。<span style="color: black;">另外</span>，百度电商2022年5月支付成功买家数同比增长4.16倍，<span style="color: black;">需要</span>规模、下单用户数量均呈现出<span style="color: black;">明显</span>增长的趋势。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/3b206aa066b04373bfa60eee67dffcd4~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1728469088&x-signature=thOha1qAaiS38Yrk2ibCqW%2BPYQg%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（图源：艾瑞咨询）</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">近一年里，百度在<span style="color: black;">持续</span>完善电商的<span style="color: black;">基本</span><span style="color: black;">设备</span>，例如榜单和用户<span style="color: black;">评估</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">经过</span>与淘宝天猫、京东和拼多多等以小程序的形式<span style="color: black;">创立</span>合作，百度还为商家和消费者打通了电商交易场景，进一步完善搜索电商生态。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/f4ac69a44ade42c4bf840ab4a0597e24~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1728469088&x-signature=2IucwUeSfnuSYquiI4vaaBVeE3c%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在百度的电商版图里，搜索和直播是两大核心场景。百度直播、百度电商等<span style="color: black;">作为</span>百度移动生态非<span style="color: black;">宣传</span>的核心收入<span style="color: black;">源自</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">百度<span style="color: black;">做为</span><span style="color: black;">第1</span>代互联网<span style="color: black;">机构</span>，依然坐拥最大的中文搜索引擎。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">把搜索流量转化为购物流量，是百度电商的<span style="color: black;">重点</span>任务。<span style="color: black;">此刻</span>，<span style="color: black;">每日</span>有超过1亿人在百度被种草、有上亿人来百度搜索商品。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在电<span style="color: black;">商场</span>务<span style="color: black;">基本</span>上，百度还提出了“搜索即服务”的概念。搜索仍然<span style="color: black;">仅有</span>百度，但百度不<span style="color: black;">必定</span>只<span style="color: black;">寓意</span>着搜索，还<span style="color: black;">供给</span>生活服务的附加价值。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">搜索电商之外，抖音和快手的成功，让百度看到了直播电商市场<span style="color: black;">隐匿</span>的巨大机遇。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2020年，百度大刀阔斧入局直播带货。5月份，李彦宏亲自现身直播间，为百度直播站台。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">创始人下场、收购YY直播、大力培养主播、发展电商物流……，虽然百度<span style="color: black;">好似</span>什么招都用了，但依然<span style="color: black;">无</span>掀起太大的水花。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">今年<span style="color: black;">败兴</span>，百度还把AI技术与直播结合起来，推出数字人直播平台。<span style="color: black;">另外</span>，百度和快手联合官宣了数字人主播计划，百度数字人集体入驻快手。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/073acd0a84b646d79ebd2aabe5309cd8~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1728469088&x-signature=hWSYLIPKMHx0oOoU8ffN4QagnhI%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">日前</span>来看，直营电商的强劲增长正在向外传递积极的信号，给百度带来了翻身的<span style="color: black;">期盼</span>。但大<span style="color: black;">都数</span>时候，百度电商都<span style="color: black;">装扮</span>着一个“失意者”的角色。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">近年来，百度在电商<span style="color: black;">行业</span>的动作频频，618、双11、春节等电商营销的<span style="color: black;">背面</span>都少不了百度的身影，但每一次百度都不是电商大战的主角。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">屡败屡战的百度，电商之心依然在跳动。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p26-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/86e2f52df43f4d6688200293646b146e~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1728469088&x-signature=yvgEEwQiw%2FUMQ8BAc81syjtbEGs%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">电商心不死，百度屡败屡战</span></strong></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">百度多次在追赶电商风口的路上折戟。<strong style="color: blue;">“你们看百度是辉煌，我看到的都是苦难”，李彦宏的这句话在百度的电<span style="color: black;">商场</span>务上得到了充分的印证。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">互联网行业经历了搜索、电商、社交三个重大机遇期。搜索<span style="color: black;">周期</span>，百度吃到了最大的红利。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">坐上互联网<span style="color: black;">宣传</span>行业<span style="color: black;">第1</span>的位置，百度<span style="color: black;">商场</span>化对<span style="color: black;">宣传</span>的依赖性很强。例如，2005年，网络营销占百度营收的占比高达96%。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">移动互联网时代，盈利模式过于单一的百度<span style="color: black;">无</span>适应多元的媒介形式。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">随着互联网的热潮席卷全国，网购<span style="color: black;">逐步</span>渗透进人们的<span style="color: black;">平常</span>生活。电商的发展<span style="color: black;">潜能</span>爆发，阿里、京东等电商平台<span style="color: black;">快速</span>崛起。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">然则</span>，<strong style="color: blue;">在电商时代屡屡受挫的百度却<span style="color: black;">无</span>赶上阿里、京东的步伐。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">流量红利消失后，电商更得<span style="color: black;">宣传</span>主<span style="color: black;">喜爱</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">二季度，互联网<span style="color: black;">宣传</span>市场，电商平台包揽前三；三季度，电商平台再次包揽前两名。<span style="color: black;">因此呢</span>，百度<span style="color: black;">针对</span>电<span style="color: black;">商场</span>务的急迫可想而知。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/1fd5027863184210bd59536a890d3e54~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1728469088&x-signature=EbKsnxl93b8%2FvYA65lnMfK4kqus%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（图源：20社）</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">事实上，在2015年，李彦宏就把百度定位为搜索和电商集合的企业。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当时的百度<span style="color: black;">已然</span>关停了三个<span style="color: black;">重点</span>电商项目，即百度有啊、乐酷天、百度MALL。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/4125c835011f4278b1aeff6423bb71f1~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1728469088&x-signature=AIU96oqFI45xAsGQpmmWGTD3Nh4%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">重整旗鼓的百度，决定对百度糯米追加200亿元的投入。百度糯米确实坚挺了许久，但<span style="color: black;">最后</span><span style="color: black;">亦</span>没能逃过失败的命运，于本月正式停止服务。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">纵观百度电商的征程，C2C、B2C、团购、共享经济等等，赶上了电商的每一个转型的风口，却又<span style="color: black;">无</span>抓住任何一个风口。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">其实，百度做电商应该要比抖音电商更有原生<span style="color: black;">优良</span>，<span style="color: black;">由于</span>搜索比<span style="color: black;">举荐</span>的效率更高。<span style="color: black;">不外</span>，百度做电商并<span style="color: black;">无</span>抖音坚定。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">始终</span><span style="color: black;">败兴</span>，百度都不直接<span style="color: black;">供给</span>商品和服务，而游离在给别人<span style="color: black;">供给</span>服务的中间状态。但<span style="color: black;">实质</span>上，电商的每一个环节都需要<span style="color: black;">长时间</span>投入。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这就注定了百度电商的不温不火。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">百度副总裁何俊杰曾经<span style="color: black;">暗示</span>，百度不会放弃视频和电商，要<span style="color: black;">保持</span>不懈地做。虽然电商不是百度的核心战略，<span style="color: black;">然则</span><span style="color: black;">亦</span>发挥着<span style="color: black;">没法</span>取代的<span style="color: black;">道理</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">此刻</span>，直营电商<span style="color: black;">已然</span><span style="color: black;">作为</span>百度<span style="color: black;">宣传</span>增长的新动力，推动其重新拿下电商<span style="color: black;">宣传</span>的蛋糕。受益于直营电商的发展，百度对应<span style="color: black;">宣传</span>规模实现年同比增长110%。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当下，<span style="color: black;">宣传</span>业务<span style="color: black;">起始</span>回暖，非<span style="color: black;">宣传</span>业务<span style="color: black;">亦</span>表现出超市场预期的增长趋势，百度瞄向了更久远的<span style="color: black;">将来</span>。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/a7524d2857414f7498f6c7111a501e68~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1728469088&x-signature=%2Blx7r8foAD4b0My4J%2FrMg5KfteU%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">百度的下半场，何去何从</span></strong></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">互联网时代，电商是所有巨头<span style="color: black;">一起</span>瞄准的第二条增长曲线。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">搭建起完整的营销生态，百度<span style="color: black;">亦</span>形<span style="color: black;">成为了</span><span style="color: black;">必定</span>电商土壤。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">无论是大力发展自己的电商，还是做其他电商的<span style="color: black;">宣传</span>平台，百度都能够满足用户<span style="color: black;">更加多</span>元的电商<span style="color: black;">需要</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">用户规模巨大的流量入口以及交易<span style="color: black;">近期</span>的决策入口曾经是百度电商最大的<span style="color: black;">优良</span>，但<span style="color: black;">此刻</span>这种<span style="color: black;">优良</span>正在<span style="color: black;">逐步</span>瓦解。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">8亿日活的抖音、6亿日活的快手早已<span style="color: black;">作为</span>行业中最大的流量入口。再加上，随着抖音、快手电<span style="color: black;">商场</span>务的开展，短视频的电商生态日趋完善。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">百度<span style="color: black;">独一</span><span style="color: black;">能够</span>凭借的<span style="color: black;">便是</span>引擎搜索<span style="color: black;">拥有</span>更强的目的性，链路更短，决策效率更高。</strong></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/4af08491ce524e9e913302c747519a9a~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1728469088&x-signature=06t7XXaBMME6wBC6Rogb7YJJC7M%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">核心电<span style="color: black;">商场</span>务上，在用户心智、履约体系、商品丰富度等方面，百度<span style="color: black;">亦</span><span style="color: black;">没法</span>和传统电商平台媲美。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">激烈的市场竞争中，百度电商和电商<span style="color: black;">宣传</span>的天花板还<span style="color: black;">不足</span>高。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">另一</span>，百度<span style="color: black;">日前</span>重押的人工智能等新业务还<span style="color: black;">处在</span>烧钱的<span style="color: black;">周期</span>，还需要仰仗<span style="color: black;">宣传</span>带来的营收。<span style="color: black;">宣传</span>业务增长缓慢，尚<span style="color: black;">处在</span>转型过渡中的百度陷入窘境。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/db7f01da439143cfb9fb1ed25e054865~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1728469088&x-signature=ZtpTB0FEttxtx%2FHhcZgfLzlEtyI%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">不外</span>，百度似乎对此<span style="color: black;">漫不经心</span>。李彦宏终归是一个技术信仰者，把人工智能<span style="color: black;">做为</span>百度<span style="color: black;">将来</span>十年最重要的战略方向。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">电商救不了百度，百度真正想要的是在下一个十年回归王座。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">这般</span>的<span style="color: black;">状况</span>下，百度电商的<span style="color: black;">将来</span>就更加让人看不清了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">作者 | 月涯</span></p>
顶楼主，说得太好了！ 楼主继续加油啊！外链论坛加油！
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