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主页 › 互联网 › 互联网医疗还有字节跳动的位置吗?
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互联网医疗还有字节跳动的位置吗?

7月前
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互联网医疗还有字节跳动的位置吗?-黄智BLOG

最早开始接触电脑时,李鹏刚进入高中。他经常在当时流行的UC聊天室里泡着,暑假里一聊就是十个小时。不过很快,QQ成为了主流——因为当时的UC聊天室不能上传文件,也没有空间。

他还记得,QQ刚刚开始盛行那会儿,有几个家里不允许玩电脑的同学就跑到他家里注册QQ账户,李鹏还要帮他们挂着QQ号升级以及养QQ宠物。“当时都是告诉家长说要上百度查资料,他们才允许我在周一到周五的时间碰电脑。”李鹏告诉锌财经。

那是一个通过互联网获取信息的时代,在互联网从PC端进入了移动端之后,体验和服务已经发生了翻天覆地的变化。但不变的是用户依旧以便捷、功能多为选择导向,就像十多年前“李鹏”们从UC流向QQ。

互联网医疗还有字节跳动的位置吗?-黄智BLOG

PC时代的社交和搜索大多是“用完即走”,而现在互联网和真实世界的重合度越来越高,围绕着服务C端的创业浪潮也已经翻涌数年,但对于“李鹏”们来说,产品过多也很烦恼,他买电影票需要货比三家,点外卖需要对比两家平台精心计算优惠,看民宿需要在不同平台上跳转……

在数轮的竞速赛中,早期的竞争方式是烧钱补贴获客,现在的要点则是通过搜索链接用户需求、在搜索结果中提供完整的场景解决方案。

第一代互联网服务:烧钱,低价

2013年的林理刚进入大学,他懒得去食堂吃饭时,就掏出先前收集好的附近餐饮店的小卡片,通过上面的号码打电话或者微信直接点餐,这是他第一次接触到“外卖”,一年下来积累下了不少五颜六色的卡片和传单。

一年之后,也就是2014年,学校的生活区门口总是站着几个人发传单,上面印着饿了么的宣传语。林理下载APP之后和食堂比对了价格,发现食堂一餐要十一二块钱,但是饿了么点一份大鸡腿饭,减掉优惠只需要两三块钱,几乎不要钱。

后来,美团的传单也开始散发。林理记得,当时不少学校的社群里都在招人为外卖平台扫楼发传单,那段时间寝室的门把手上经常被塞着两种不同颜色的传单,收到的外卖餐盒底下还总是塞着一张商家藏的推广传单。

铺天盖地营销和烧钱的方式的确改变了林理的习惯。“一开始外卖平台也就只能覆盖周边七八个学校,我们还以为是学校里的创业项目折腾出来的;后来大家都习惯了,都在分享今天吃了几块钱的外卖,感觉一个月能省下不少饭钱。”林理告诉锌财经,点外卖的价格慢慢涨到了十几块、二十几块,但觉得也可以接受。

纵观近十年的创业浪潮,不难发现互联网已经不是原先单纯提供信息的渠道,如何围绕着消费者提供更多便捷的服务成为关注焦点。除了阿里、京东等提供电商服务的平台之外,已经出现了多元化的服务型互联网企业,例如网约车、O2O和共享经济。

互联网医疗还有字节跳动的位置吗?-黄智BLOG

只不过,烧钱培养市场的野路子一度把市场拉入了疯狂的恶性循环之中。

李鹏告诉锌财经,之前和同事们工作餐基本上订百度外卖,但定位于中高端的百度外卖最终消失在了低价为王的赛道中;林理前一段时间又下载了ofo的APP,却发现自己后来交的199押金,从“押金”转到了“我的余额”里,只能通过购物的返点来提现,他算了一下,大概需要买三千元的商品。

互联网企业的服务化浪潮从来没有停下。如今服务化转型的BAT、滴滴、哈罗等企业,把目光转向如何更快触达用户需求,提供更快、更多的服务。

巨头探索“服务化”

“一休去河边打水,他有两个桶,大桶能装9升水,小桶能装4升水,要想恰好从河中打上6升的水带回去,他应该怎么办?”这是杨圆圆正在上小学的孩子带回来的一道题。她的学历并不低,但是在高中毕业之后,大学和工作期间都没有接触过数学,“还是这么绕的题。”

这恐怕是大部分家长共同面临的问题。杨圆圆习惯性地打开了百度,并拍照进行搜索,找到了答案和解析。

虽然市面上有不少在线教育产品可以选择,不过她认为在线教育的效果远远比不上线下补习,“用百度搜题作为线下补习的补充就足够了。”她告诉锌财经,在她高中期间就用百度来找难题的答案,然后给其他同学讲解。

其选择百度解决问题的原因有三:习惯、便捷、信息海量。

可以看出,用户上百度搜题、搜攻略、搜家电维修方法,这些搜索动作直接表达了用户需求,如何基于搜索打通用户需求和平台服务成为包括阿里、腾讯、百度在内的互联网巨头服务化转型的关键命题。

互联网医疗还有字节跳动的位置吗?-黄智BLOG

小程序即是平台链接需求与服务的最佳解决方法,不过目前平台提供的服务均称不上完善。

数位采访对象都告诉锌财经,不同平台的侧重点有所不同,自己在选择服务时需要挑选一番。锌财经总结后发现,微信、支付宝、百度、美团是上述采访对象使用频次较高的平台。

微信小程序大多用于商家点单或者携程等垂类服务;支付宝等金融服务使用频次最高,其次是话费充值、医保等城市服务;美团、大众点评以美食、娱乐为主,但生活服务是弱项;百度在今年刚上线了服务中心,服务类目较全,不过没有外卖类目,此外,在APP里搜索问题也会出现丰富的小程序服务。

侧重点不同,用户在挑选服务时需要在不同应用之间跳转,便捷程度不够。

不同OTA平台上的房源不同,颜雯在订国庆出游的机酒时,想要通过微信小程序来比对飞猪、携程和去哪儿上的价格和房型。但她却发现,在微信小程序上找不到飞猪,只有一个类似找攻略的飞猪分享,想要看房源只能下APP或去支付宝。

“用小程序就是因为不想下APP,想省内存、图个方便,但是如果要在不同平台上找小程序,还是很麻烦。”颜雯提到。

直到小红书上一位民宿老板在面对用户询问怎么订房时提到“百度见”,颜雯雯发现百度上能找到这三家平台的小程序。其中原因在于,百度作为搜索引擎是中立和开放的,拥有海量的信息,在其基于搜索转型服务化之后也是包容、开放的。

互联网医疗还有字节跳动的位置吗?-黄智BLOG

此外,在过去二十年里其已经在用户心中建立起了“有困难、找百度”这一认知,在智能小程序上线之后,原先用户在百度上搜索答案后自己解决,现在则变成搜索后可以直接在足够多的小程序中挑选符合要求的服务。百度把服务放在了离用户最近的地方。

用户“越来越懒”,对获取服务、解决需求的速度要求也在提升,基于场景就近选择是其中关键决定因素。

转型要义:搜索

在十多年前使用电脑时,林理基本上是搜索完资料就直接离开页面,产品的功能大多较为单一。“现在竟然连搜索引擎都在做服务?”林理提到,他在百度搜索“《人间失格》哪个版本好”这一问题时,下滑的前两条是来自知乎小程序的相关问答,他看完后再往下翻,出现了六版译本的图片,点开分别是当当网和孔夫子旧书网的购买链接。

原先的功能型APP,包括支付软件、电子地图、出行软件在内都开始在核心功能之外提供本地生活服务、扩展自己的外延,也包括百度。一如百度集团执行副总裁沈抖在9月15日的百度世界大会上所言,“现在的百度App已经从一个获取信息和知识的工具,变成了一个有服务能力的移动生态。”

互联网医疗还有字节跳动的位置吗?-黄智BLOG

如果说从PC时代进化到移动互联网,是互联网从搜索、连接功能进化到服务功能的过程,那么今年以来则到了平台型APP整合垂类服务,全面服务化关键时间点。

巨头都在加码服务化,不过,颜雯发现目前的很多APP内容和服务非常割裂。

颜雯和她身边的朋友在有旅游、当地美食、住宿等需求时第一反应是去小红书找攻略,但小红书只有少量美妆、护肤产品的售卖,没有订票、订民宿之类的服务。她告诉锌财经,如果在小红书搜到喜欢的民宿、并且平台有链接的话肯定会直接购买,不用再去其他平台找。

百度已经把产业上下游的服务通过智能小程序装进了自己的生态里。

颜雯在百度搜索“国庆去哪儿玩”时,页面里出现了聚合了马蜂窝、小红书、携程等小程序里笔记内容的“笔记聚合”版块,点进去看后除了笔记还有相关的购买链接,“使用过程比较流畅,这一点是微信和支付宝目前还没有提供的。”

据第三方研究机构Questmobile《中国移动互联网全景生态流量洞察报告》,截至2019年4月,小红书21.8%的用户流量来源于百度智能小程序。在刚刚结束的百度世界大会上,小红书的相关负责人也表示,每天大概有五百万左右的用户通过百度小程序使用小红书,小红书的GMV月均增长量也在三倍以上。

互联网医疗还有字节跳动的位置吗?-黄智BLOG

这或许就是百度智能小程序的最大优势。毕竟支付宝和微信的搜索和服务提供能力,是需要用户明确自己该在哪些小程序里能找到服务、再在不同小程序间进行筛选比较,而百度搜索则是直接搜索需求就能链接到服务。

这与百度搜索引擎的属性不无关系,基于AI技术和大数据,百度对于理解用户搜索背后的深度需求的能力较强。在搜索结果中呈现一个聚合服务的版块,用户可以从服务小程序中进行选择,使用过程自然、不会感觉“被打扰”。

百度通过搜索和智能小程序实现了最短的服务路径,这同样也会是其他服务化平台未来的趋势——在内容和服务之间建立最短的通道、在搜索结果中提供完整的场景解决方案。

实际上,伴随着互联网企业服务化转型,搜索已经又一次站在中心位置上——用户的每一个搜索动作里都藏着需求,是比地推、营销等离消费者更近的地方。今年下半年以来,腾讯、阿里都在搜索上加码布局,前者意欲收购搜狗,后者在创新业务事业群成立智能搜索业务部。

服务化转型中布局稍早、如今加码搜索的阿里、腾讯,以及占据搜索市场超八成份额、依托智能小程序转身的百度,这三大互联网巨头恐怕要迎来新一轮的较量。

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# 字节跳动
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