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].