For the sake of competition, various forms of blocking behavior are a strategic endorsement of the blocked party, and behind the blocking is fear and collective incompetence.
For the banned party, if the blocking from a certain channel can shake its foundation, then in fact, the user value behind the product is still fragile, and the blocking behavior only allows the user to leave by the hand, just like the user came in by the way. Even if it is not banned, it makes people wonder how far they can go in this market. Of course, the point here is that even if I have a short life, it will let me live to death, rather than simply give me a needle for euthanasia.
Products and services that have proven their user value, the channel's blocking behavior still can not shake its foundation, but will make the opponent more determined and determined to accelerate the reduction of dependence on the channel, cut off a tentacle, will grow a stronger tentacle elsewhere in the body.
In 2012, 360 in its PC URL navigation default search, forcibly cut the default option from Baidu to its own search, this big raid, let Baidu panic for a while, took a lot of alliance channels to make up for it, but soon found that a considerable proportion of users will still manually change the default search to Baidu and then start searching, and even some users found that it was not Baidu search results after directly cutting to Baidu's native home page for search, the actual impact was smaller than originally expected. But despite this, after this battle, Baidu's determination to reduce its dependence on 360 channels has been determined, and in the following time, Baidu continues to do traffic migration in an orderly manner. Immediately after Mobile became the main channel, this topic is no longer important, because 360's channel advantage on the mobile terminal is no longer there.
In 2014, UC suddenly launched Shenma Search, which made Baidu nervous again, because the proportion of Baidu's mobile search browsing from UC browsers is still very large. This makes Baidu, which has "360 post-traumatic sequelae", do a series of "misoperation" behaviors to fight back, such as restricting UC in Baidu mobile phone assistant and Aladdin search results, the so-called "fighting with the dragon for too long has become a dragon itself", any form of blocking, behind it is a certain degree of fear. After the end of the war of words, everything is still returning to market-oriented competition, and the emergence of Shenma has not shaken the foundation of Baidu search. But after these two battles, Baidu's determination to increase its own Organic traffic has vowed not to look back, and next, Baidu's focus is on the Core App of "mobile Baidu".
The significance of the blockade is, on the one hand, to activate the opponent's fighting spirit and force the opponent to find more growth hackers, on the other hand, the reduction of their own pattern and rank, and the ten years of Road are destroyed. The short-term benefits generated by this will be as addictive as opium smoking, forming a vicious circle, and various figures will increase by dozens of percentage points in the short term, how can the business team not be moved, how can it not strengthen the behavior.
If the time goes back to 2010, there is also a 3Q war that alarmed the party and the country, the protagonist of this time still has the 360 we are familiar with, using the advantages of channels and ends, allowing users to choose one or the other, banning the opponent's products, which is a short-term partial benefit maximization, long-term system revenue minimization approach, but still can not stop the battle escalation.
Eight years have passed, and to this day, all kinds of blocking behaviors still exist, we have not made much progress, the level of cognition of competition, repeated swings, their own rank, high and low. Over the years, the protagonist of many events, 360, almost faded out of the front-line Internet camp, looking back, every local blocking and large-scale blocking, no one eliminated anyone, but just let the opponent be more powerful in the future, put more energy on improving user value.
In the fertile land and the vast market, a fire cannot burn the grassland, the wildfire cannot burn endlessly, and the spring wind blows again.
!["The water is deep and hot": wildfires rage in many countries around the world[fig]](data:image/gif;base64,R0lGODlhAQABAIAAAP///wAAACwAAAAAAQABAAACAkQBADs=)