As the two mainstream navigation applications in China, Amap and Baidu Map have been competing with each other in market competition for a long time. However, in recent years, AutoNavi Maps has gradually gained an advantage in terms of user downloads and user experience, which has attracted widespread attention. This article will provide an in-depth analysis of the reasons why Amap is favored by users, and at the same time explore the challenges faced by Baidu Maps in the competition and its future development direction, providing valuable insights and thinking for relevant practitioners and followers.
In the competition of navigation products, AutoNavi Maps is undoubtedly the most direct and core competitor of Baidu Maps. According to the data in the National App Store software store, the number of downloads of Baidu Maps of 7.25 million is only a quarter of that of Amap of 27.27 million, which is behind this huge gap, which essentially reflects the higher recognition of AutoNavi Maps by users at multiple levels such as functional experience, interface design, and personalized services.
The target users of the two are highly overlapping, and the core services are also highly consistent: providing users with accurate location positioning and efficient route planning solutions. Therefore, the key to determining user choice lies in the differentiated advantages of each product.
1. Analysis of the advantages of AutoNavi maps
AutoNavi map slogan:Implement high morals Version: 15.7.1.2026
In terms of travel mode support, Baidu Maps and AutoNavi Maps both cover a variety of modes such as walking, driving, cycling, hitchhiking, and busing, and the navigation functions are mature and the overall difference is not much.
atContent presentationaspectGaudThe interface is simple and the information is overviewKuo had a strong temperament, which helps users quickly access critical information. whereasBaidu MapThe content is richer and more detailed, especially in the introduction of local attractions, food, etc., which can enhance users’ awareness of the destination. But part of the informationEntertaining, although it can increase interest and click-through rate, it may interfere with the user experience of some users.
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atFunctional architectureaboveGaudFocusing on the core of “travel”, a pyramid structure centered on “navigation + travel tools” has been built, and the upper level has gradually extended to local life services such as taxis, shared bicycles, hotels, gas stations, etc., with progressive layers and clear priorities. Common functions are accessible with one click, with little content distractions or information overload.Baidu MapThere are many information entrances on the homepage, including recommended videos, hot search landmarks, etc.), which can easily cause the main navigation line to be interfered with, and the structure is slightly complicated. AutoNavi’s functional architecture is more in line with the core services of navigation products, and focuses more on the high-frequency rigid needs of users (navigation, taxi), especially for users who need “quick decision-making” in travel scenarios.
as a home pageAdded highlight features“Making tourism maps” reflects AutoNavi’s in-depth insight and integration capabilities on user needs:
- Popular destination recommendations: Reduces user choice anxiety and quickly guides them into the scene.
- Personalized recommendation mechanisms: Supports recommending attractions, food, etc. based on user interests to improve relevance.
- One-stop route planning: Visualize the path and estimated duration at a glance to avoid unnecessary detours.
- Humanize prompts for the editing process: Prevent the loss of misoperation information and make the interactive experience more friendly.
- Visual management of the whole process: Enhance user spatial perception and facilitate overall preview and sharing.
2. Comparative analysis of Baidu Map’s functional shortcomings
Baidu Map Slogan:Technology makes travel easier Version: 21.2.0
In the “Yu Jun Product Methodology”, it is mentioned that an excellent product must have the core attribute of “effective use”, that is, to truly provide users with valuable solutions. From the user’s perspective to experience Baidu Maps, we can find the following obvious pain points:
1. The intelligence of the voice assistant “Xiaodu” is insufficient
For example, it is inconvenient for car owners and users to manually view on the highway, so they ask the voice assistant Xiaodu “the nearest high-speed exit” and help car owners filter out “idle and available” charging stations.
Also, for the presentNew energy vehiclesThe number is increasingSoaringIn this case,navigation softwareGreat attention should be paid to new energy vehiclescharging needsFrom this perspective, the functions in this area are constantly expanded. Just as it often happens that when the owner arrives at the location of the charging pile, he finds that all the charging equipment is in use, and the user can only look for the next charging location, which affects the navigation efficiency and user experience.
2. The accuracy and classification of charging pile information are not good
The holiday period is the most frequent time period in the country. When I actually used Baidu Maps, I found that when looking for charging piles at a highway exit in Yancheng, the charging location recommended by Baidu Maps was actually an ordinary park, and I couldn’t find charging facilities after detouring the park many times. This exposes the platform’s omissions in information review and data updates, which directly affects users’ trust in the map.
3. Lack of “route learning” ability
Baidu Maps does not remember the user’s usual routes. Even if it deviates from the system recommendation many times, the system still follows the original path planning, lacking personalized learning and optimization. while Amap will record and mark the user’s habitual passage path, and give priority to recommendation in subsequent use, improving user stickiness and satisfaction.
3. Comparison between product value and design
From the perspective of the core value of navigation apps, the essential need of users is acquisitionClear location servicesandConvenient and optimal route recommendation。 These two points are the cornerstone of building user trust.
atInterface designLevelBaidu MapThe “My” page is more minimalist, and the whole is toBlack, white, and grayThe main color is generous, but it is slightly single in terms of functional partitioning and guidance efficiency. whereasAutoNavi mapThen adopt itColor combined with black and white tones, clearly divided by function classification (such as order information, travel tools, etc.), which is more helpful for users to quickly find the content they need, and the interface interaction is more user-friendly.
Secondly, the two are under the same operationFunctional designPresent different product ideas and user guidance strategies. In the My page, both maps apps support drop-downs, but there are significant differences in their presentation and intent.
In Baidu Maps, the unpulled state is slightly blurredOutline of the map of China, which has a certain visual suggestion and encourages users to explore. After pulling down, it will show the cities where the user has used the software, and enhance the user’s sense of participation and belonging in the way of “lighting up the city”, highlighting itRecord and commemorate travel footprintsproduct concept.
In Amap, the undropped state is an ordinary personal information page, lacking obvious interface prompts or visual guidance, so the user’s pull-down behavior is often unintentionally triggered. After completing the drop-down, the “Experience Growth Level” interface is presented, which is intended to passGamification mechanisms guide users to continue using them, increase activity.
From the perspective of functional design, although the two are both pull-down operations, there are differences in the product concept conveyed: Baidu focuses moreEmotional connection and a sense of documentation of the user journey, while AutoNavi emphasizedIncentives for user behavior and platform stickiness construction。 This difference also reflects the different focus of their respective products in user operation strategies to a certain extent.
In addition, both Amap and Baidu Map have been introduced“User Growth Value”mechanism, referenceGaming productsdesign concept.
This mechanism stimulates the user’s enthusiasm for use, and also cleverly satisfies the user’s pursuit of identity and sense of achievement, and fully mobilizes the human motivation of “greed, arrogance, and ostentativity”.Improved user activity and retention。
But there is still a slight difference, both are in the way that the higher the frequency and longer the user uses, the corresponding growth value can be obtained, and AutoNavi will unlock it“Talent level”andexclusive nameplate,Although the grade nameplate of Baidu Map is exquisite, it has a low presence on the page and does not play a good role in inducing.
4. Analysis of profit model
Navigation products are basically free for ordinary users, but in fact, their profit model is based on the multi-dimensional exchange of user-tradable content, and the core isCommercialization of location services.
On the one hand,Users’ time, money, and dataIt is highly integrated into the service process. For example, AutoNavi Map has achieved stable revenue by opening API interfaces (such as positioning, trajectory tracking, path planning, etc.) to enterprises and cooperating with high-frequency location call platforms such as Ele.me, Meituan, Didi, and Xiaohongshu. The logic behind these platforms is that every search and navigation behavior of users on the map indirectly contributes to itData assets that can be quantified, such as travel time, location path, and consumption intenthas become the core value of AutoNavi’s service to B-end enterprises.
On the other hand, navigation products are also actively exploring in-depth cooperation with special industries to improve B-end monetization capabilities. Taking AutoNavi as an example, it has jointly built a smart platform (such as vehicle navigation, traffic dispatching system) with logistics, transportation, tourism and other industries, which not only connects users’ real-time location information with industry scenarios, but also establishes aPredictive and scheduling networks based on user behavior。 Here, information such as users’ travel preferences, route selection, and even stay time constitute part of the user’s “non-sensory transactions”.
In addition, map advertising and local business promotion constitute another major source of revenue. Merchants can pay for stores to get priority display and eye-catching notes on the map, or place coupons, group purchase coupons, etc. through the map APP. Behind this is essentially the business and the platformUsers’ attention and consumption decisionsThe competition that unfolds. In the process of browsing, clicking and choosing, users not only contribute time;Psychological cognitive costs and potential consumption intentions。
In summary, navigation products are gradually transforming from a single tool to a local life service platform, and their commercialization foundation is based on users’ multi-dimensional “tradable content”, including explicit time and money, implicit psychological cognition and behavioral habits, as well as deep personal data and platform loyalty.
Summary: Where should Baidu Maps go next?
The reason why Amap has gained the favor of more users is due to its existenceThe functional design is closer to user needs, the interface interaction is more efficient and clear, and the intelligent service is more comprehensive。 From this article, if Baidu Maps wants to break through the predicament, it can focus on the following directions:
- Strengthen the intelligence of voice assistant functions, closer to complex travel scenarios;
- Improve the data quality and real-time update capabilities of vertical services such as charging piles, strengthen user trust;
- Strengthen personalized recommendations and route learning capabilitiesto meet user behavior habits;
- Optimize interface guidance and growth system presentation, improve user interaction experience and activity.
- Enhance the content of local life services,Expand O2O capabilities such as attraction tickets and surrounding group purchases, and promote the upgrading of products to local life platforms.
AsBaiduAn important product of the ecosystem, Baidu Map shouldTake the initiative to borrow strengthBaidu search, information flow, intelligent mini programs and other traffic entrances guide more potential users to complete by opening up data and service scenarios“Search-browse-travel” closed loopto improve the overall user experience. Only the real oneUser valueAs a starting point, Baidu Maps can regain the possibility of growth in the fierce competition by continuously improving user experience and service accuracy.
