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36 krypton Exclusive | Baidu Education Life Change: Business Division was split up, business focus turned to To B

via:博客园     time:2019/5/13 10:43:21     readed:1317

Wen/Su Jianxun and Changle

Recently, 36 krypton learned from Baidu insiders, Baidu education partners and other channels that Baidu Education Department, which belongs to Baidu EBG (Baidu Emerging Business Group), has been abolished. Zhang Gao, former general manager of Baidu Education Department, has transferred to the content Ecology Department of Baidu Search Company to report to Shen Shao, vice president of Baidu.

According to 36 krypton understanding, Baidu Education Department has about 400 employees, the main business includes Baidu Library, Baidu Reading, Baidu Intelligence Classroom. At present, Baidu Intelligent Classroom Business has been divided into Baidu Intelligent Cloud Group (ACG), Baidu Library and Baidu Reading are taken over by Baidu Content Ecology Department.

This round of adjustment will begin at the end of 2018. Since Baidu's Education Department was withdrawn, its products were divided into different business groups of Baidu, so there was no large-scale loss of personnel.

Baidu Education Department belongs to EBG, which was previously managed by Baidu President Zhang Yaqin. According to public data, Zhang Yaqin and Zhang Gao, who are in charge of Baidu Education, have worked together for many years. In 1999, Zhang Yaqin and Zhang Gao joined Microsoft China Research Institute at the same time (later upgraded to Microsoft Asia Research Institute), serving as chief scientist and associate researcher respectively; in 2011 and 2014, Zhang Gao, Zhang Gao and Zhang Gao joined Microsoft Zhang Yaqin joined Baidu in turn and maintained a relationship of superiors and subordinates for more than five years.

In March, Baidu officially announced Zhang Yaqin's retirement.


Photo Source: Baidu Education Festival Official Website 2017

Unclear positioning and constant turbulence

Baidu Education Department was established at the end of 2015. Initially positioned as a video course

In Baidu's plan, a new online education portal can be quickly supported by searching for traffic to the library and the distribution of online courses. A former Baidu education executive once said in an interview.

This to-C traffic distribution idea soon became problematic.

The content products of educational categories are not standardized enough. Users can directly place a single mobile phone or refrigerator through search price ratio, but in the face of video courses that last for hours or even weeks on Baidu's course delivery platform, the decision-making cost for users to pay will become higher. That is to say, Baidu's search traffic can not directly promote the sales transformation of education courses.

The more critical factor is what Baidu wants to do.

In addition to the lack of resources of famous teachers, Baidu course content of several hours of course also let mobile users stop. Zhang Gao also mentioned in an interview:Baidu class 40%of users are age 30 years old, have children, they often difficult to get big section, complete study time, can't concentrate on half an hour of video class, so need more.


Photo Source: Mustard Pile

As Baidu Education pays more attention to To B business, to C content such as Baidu Biography gradually loses the support of Baidu Group. According to the Interface News Report: Baidu Chuan-chuan's treatment at the support level of Baidu search traffic is not as good as Aiqi Yi's. The authors and courses of Baidu search Chuan-chuan platform pay-for-knowledge products are not linked to Chuan-chuan in the first three pages of the search results.

On the other hand, from

In July 2018, 36 krypton learnt from many people concerned that Baidu Chuan class was completely shut down, about 20 teams have been transferred to other business departments, App on the new zone also stopped updating.

To B play, with

Despite repeated setbacks on the education track, Baidu is not willing to let education go completely

To B will become the focus of Baidu education. According to 36 krypton, the original Baidu education

According to a recent Baidu Intelligence Classroom Cooperative Scheme obtained by 36 krypton, its partners are divided into six categories according to schools, classroom individuals, publishing houses, online/offline educational institutions and relevant educational units. The cooperative content is: Baidu provides product and technology research and development to replace the scientific research and teaching resources provided by cooperative schools, including teaching plans, courseware, test paper exercises and other teaching contents.

Education itself is the key area of Baiduyun. At Baidu Yunzhi Summit in March 2018, Baidu announced

Earlier, Zhang Gao disclosed that Baidu Education began to expand B-end users in the second half of 2017, expanding 1000 schools in three months, and plans to cover 5000 schools in 2018.

In this way, Baidu's education, which used to be unclear in its orientation and changed its runway many times, has finally integrated into a strategy more suitable for it. According to Caijing, Baidu Yun's revenue target this year is 10 billion yuan, which means that Baidu Yun's revenue of 3.3 billion yuan in 2018 is double that of Baidu Yun.

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