在流量入口日益多元、用户搜索行为显著演变的背景下，一财商学院发布《新搜索时代——2024五大平台实操指南》，系统梳理了淘宝、京东、拼多多、抖 音与小红书五大平台的搜索逻辑变迁与运营策略。报告指出，传统"货架电商"如淘系和京东正面临搜索流量下滑的挑战，而以内容驱动的抖音与小红书则凭 借"泛搜+精搜"的复合路径，成为消费者决策链路前端的关键触点。如今的搜索已从被动承接转向主动布局，商家需围绕用户真实需求，在全域范围内构建 从种草到成交的完整闭环。 报告深入剖析了各平台差异化机制：淘系强调"以付费带免费"的搜索螺旋模型；京东仍以搜索为主力但内容敏感度不足；拼多多从"货找人"演变为搜索主 导；小红书则通过KFS方法论（KOL+搜索+信息流）实现高价值人群的精准触达；抖音独创"看后搜"模式，将短视频内容直接转化为搜索行为，极大缩短转 化路径。这些机制背后，是平台对用户意图识别、内容质量与商品匹配效率的深度博弈，也为商家提供了多样化的运营抓手。 尤为亮眼的是，报告提出"搜索贯穿商品全生命周期"的理念：新品期可借搜索趋势洞察卖点，成长期通过搜索测款与人群追投放大声量，成熟期则依托关键 词占位验证营销效果。同时，跨平台协同成 ...

Core Insights - The "2025 Giant Engine Search Management White Paper" focuses on the Douyin search ecosystem, analyzing user behavior, operational pathways, industry scenarios, and future trends to uncover growth strategies in search management [1][2]. User Behavior Insights - Douyin users exhibit both "browsing" and "searching" habits, averaging 100 searches per month, with search GMV growing by 55% year-on-year, establishing search as a core area for brand growth [1][2]. - 90% of users initiate searches within 30 seconds of browsing, with higher conversion efficiency linked to more precise searches; 72% of users remain on the first screen during the precision search phase [1][2][12]. - The search user demographic is younger and more affluent, particularly in new first-tier cities, with strong demand for new products and various lifestyle-related categories [1][13]. Search Management Strategies - Effective search management hinges on three main components: content management, search term management, and search conversion [2][20]. - Content management should leverage trending topics and niche scenarios to stimulate post-browsing searches, while search terms should be stratified into broad and precise categories to enhance interaction and conversion [2][20]. - Brands like Yuru and Muke Poetry have successfully increased both search traffic and sales through integrated search and star marketing strategies [2][20]. Industry Scenarios and Differentiation - Different industries and scenarios require tailored strategies; e-commerce, local services, and lead generation can enhance conversion through adaptive tools [2][20]. - Key promotional periods, such as major sales events, can significantly boost GMV through product exposure and interactive tasks, while emotional triggers can enhance user engagement [2][20]. Future Trends - AI search is expected to evolve rapidly, increasing its share in search advertising and enhancing the value of first-screen traffic [2][20]. - Douyin search is transitioning from "inspirational search" to "integrated search," becoming a critical engine for brand growth across all domains [2][20].

Core Viewpoint - The traditional search engine model, particularly that of Baidu, is facing significant challenges due to the shift in user behavior towards content platforms and AI-driven search solutions [1][2][4]. Group 1: User Behavior Shift - Users are increasingly relying on content platforms like Xiaohongshu and Douyin for information, moving away from traditional search engines [1][2]. - The search behavior is becoming decentralized, with users finding information through recommendations rather than direct searches [2][3]. - Xiaohongshu has over 350 million monthly active users, while Douyin's user base exceeds 1 billion, indicating a strong shift in user engagement [3]. Group 2: Competitive Landscape - Baidu's traditional dominance in the search engine market is being eroded by competitors like Tencent and ByteDance, which are enhancing their search functionalities through integrated services [2][4]. - AI-driven search solutions are emerging as a significant threat, with companies like Google and Microsoft leading the charge in AI search capabilities [4][5]. - Baidu's AI search monthly active users stand at 32.2 million, but it ranks behind competitors in terms of user engagement and product appeal [4][11]. Group 3: Financial Performance - Baidu's online advertising revenue has declined significantly, with a 15% year-over-year drop in Q2, reducing its share of core revenue from 71.95% to 61.7% [8][11]. - The company is under pressure to innovate and adapt its business model to retain market share and revenue streams [11][14]. - Despite the challenges, Baidu is investing heavily in AI, with a notable increase in AI-generated content in search results, rising from 35% to 64% in just a few months [8]. Group 4: Future Directions - Baidu is focusing on integrating AI capabilities into its search functions to enhance user experience and maintain relevance in the market [8][14]. - The company is exploring new advertising models that leverage AI to improve effectiveness and user engagement [13][14]. - The overall search industry is facing challenges related to user privacy, answer credibility, and high operational costs, which will require innovative solutions [14].