Titanium Media App March 22 news, Baidu Group announced today that Baidu Mobile Ecological Business Group (MEG) sales system has been fully adjusted, from the original four major sales business sectors, upgraded to industrialized, adjusted and split into nine departments: the establishment of mass consumption, health, content consumption, business services four industry sectors, as well as channel ecological cooperation department, channel sales development department, marketing service contact center, sales management department, sales service department.
It is reported that the upgrade of the sales system does not involve the adjustment of the scale and number of personnel, and the employees' working places, salaries and benefits remain unchanged. The new team is a recombination and deployment of the existing employee organizational structure, and the subsequent various industry departments may also increase the recruitment of sales, operations, optimization engineers and other personnel.
In fact, behind Baidu's adjustment of the core sales system, it is mainly caused by the decline in Internet advertising revenue.
According to the "2021 China Internet Advertising Data Report" released by the Zhongguancun Interactive Marketing Lab, last year, the entire Chinese Internet advertising achieved advertising revenue of 543.5 billion yuan (excluding Hong Kong, Macao and Taiwan), an increase of 9.32% year-on-year, an increase of 4.53% over the previous year. This means that the cost of traffic will increase accordingly, advertisers will be more rational, and customers who invest in Internet advertising are constantly turning to vertical platforms such as Xiaohongshu and Douyin, and the advertising revenue of video platforms is far ahead of search platforms.
Baidu Core's net profit, including search advertising revenue, was RMB2.656 billion, down 56% year-on-year and down 39% year-on-year after adjustment, mainly due to the "double reduction" policy, the external environment such as real estate reform, and the reduction in advertising delivery caused by the new crown epidemic.
Specifically, before the adjustment, Baidu's mobile ecological sales system was divided into four parts: KA (large customer), direct sales, channel distribution, and line agency, and the adjusted sales system was divided into nine parts. After the upgrade, the mobile ecological sales system will provide customized sales services according to the industry and attributes of customers.
In addition, Shen Jiding confirmed in an interview with the media yesterday that Baidu made adjustments in games and other businesses at the end of last year, stopping business lines such as games and real estate, but video and live broadcasting as a whole were not affected.
Based on public reports, titanium media app combed the entire architecture of Baidu Mobile Ecology Business Group (MEG) after the adjustment, the core of which is the mobile ecological business system. The business side was sorted out according to the "X+Y" strategic layout announced by Shen Ji at the "Vientiane Conference" in April last year.
This information is based on public reports, has not been confirmed by Baidu Group, only for reference (source: Titanium Media App editors and collations)
(This article was first published on titanium media App, author | Lin Zhijia)