360与百度在搜索领域展开攻防战

In August, Internet entrepreneur Zhou Hongyi set out to capture a chunk of China's $3.3 billion search market, an area so dominated by Baidu Inc. that the company is often called the Google of China.

今年8月，互联网创业家周鸿祎开始攻打中国33亿美元的搜索市场，准备夺取其中的一大块份额，而这一市场的主导者是有“中国的谷歌(Google)之称的百度公司(Baidu Inc.)。

Just three months later, Mr. Zhou's New York-traded Qihoo 360 Technology Co. has a roughly 10% share of searches, according to the company. Using its platform as an Internet portal and antivirus services provider, Qihoo 360 appears to be taking some share from Baidu, which has blocked some of its content from Qihoo's search results.

仅三个月过后，周鸿祎的纽约上市公司奇虎360(Qihoo 360 Technology Co.)就宣布获得了大约10%的搜索量。利用其互联网门户兼反病毒服务平台，360似乎正从百度口中夺取一部分份额。百度已屏蔽自己的部分内容，不让这些内容在360的搜索结果中显示。

Mr. Zhou -- a slight 43-year-old former Yahoo Inc. executive with a passion for guns and classical music -- has also publicly criticized Baidu, arguing that the company's dominance of search has resulted in a weak product that has too many advertisements. Some of China's biggest Internet companies 'are in a monopoly position, so those players aren't good at innovation,' he said in an interview.

43岁的周鸿祎个头不高，曾在雅虎(Yahoo Inc.)任高管，喜欢枪械和古典音乐。他还公开抨击过百度，声称百度在搜索市场的支配地位导致其产品质量差、广告多。他在一次采访中说，中国的一些网络巨头占据着垄断地位，所以不善于创新。

'The reason we are always fighting with giants in the Internet space is because we are trying to play a role as a monopoly breaker and change the landscape for good,' he added.

他说，我们一直在与互联网业界的巨头抗争，是因为我们想起到打破垄断的作用，让整个行业朝好的方向发展。

A Baidu spokesman declined to comment about the dispute with Qihoo.

百度一位发言人对该公司与360的纷争不予置评。

Tensions between the two companies rose to the point that the Internet Society of China, a government-backed industry group, recently stepped in and got China's search companies to agree to a code of conduct, which includes promises to maintain fair competition and specifically forbids the misuse of crawling software, which traverses the Internet automatically to index and grab information.

由于两家公司矛盾的激化，最近政府支持的行业组织中国互联网协会站了出来，让中国的搜索公司达成一套自律公约，承诺维护公平竞争，并专门禁止滥用爬行软件。爬行软件在互联网上自动爬行，对信息进行归类和抓龋

Though the agreement is voluntary, the Chinese government often regulates the Internet with nonbinding agreements that companies are compelled to follow.

公约是自愿性的，但中国政府常常采用非约束性协议来管理互联网，企业也不得不遵守这些协议。

In October Baidu sued Qihoo for 100 million yuan ($16 million), alleging the company used crawler software to make illicit use of Baidu content.

10月份，百度起诉奇虎360，索赔人民币1亿元，声称奇虎360的爬行软件非法使用百度的内容。

Qihoo's market-share grab marks a rare victory for a small company against one of the large firms that some entrepreneurs and venture capitalists say increasingly dominate China's Internet space.

按一些创业者和风险投资人士的说法，一些大公司在中国互联网行业的支配力越来越大。百度就是这些大公司之一。而360夺取的市场份额标志着一家小公司在它面前取得了少见的胜利。

'These days, with such an enormous Internet population in China, it's fairly easy to get started, get some traction, and even get some revenue,' said Wang Xing, a co-founder of the site that became social-networking company Renren Inc. and chief executive of group buying site Meituan. 'But it's much more difficult to get sustainable and scalable profit, and especially difficult to build a platform-type business that may challenge Tencent or other incumbents.'

美团网(Meituan)的首席执行长王兴说，现如今，中国互联网用户规模如此庞大，很容易创办一家公司，获得一定的关注，甚至实现一定的收入，但是获得持续可观的利润难度就大了，尤其困难的是建立一个可能挑战腾讯或其他老牌公司的平台式业务。王兴与人联合创办的网站后来发展成为社交网络公司人人公司(Renren Inc.)。

Mr. Zhou might be the upstarts' most vocal -- and most combative -- advocate. But he is also one of the most controversial figures in the Chinese Internet industry, with detractors criticizing him for being as self-interested as his larger rivals, as well as for what some see as grandstanding.

周鸿祎或许是最直言不讳也最好斗的初创公司支持者，不过他也是中国互联网行业最具争议的人物之一，批评者指责其和较大的竞争对手一样自私自利，一些人则认为他喜欢哗众取宠。

'Never discount how Zhou Hongyi has learned to use a professed enmity with an industry leader to bring attention to himself and to his enterprise,' said David Wolf, chief executive of marketing strategy firm Wolf Group Asia.' It's essentially combat as a PR stunt.'

营销战略公司Wolf Group Asia首席执行长沃尔夫(David Wolf)说，永远不要小看周鸿祎利用与行业领袖的公开不和为他自己和他的公司吸引注意的做法；这实质上和公关噱头一样的。

Qihoo Chief Financial Officer Alex Xu said, 'that's certainly not true.'

360的首席财务长徐祚立说，这显然不是真的。

In August, Mr. Zhou switched the default search service on Qihoo's browser and website from Baidu and Google to its own homegrown service, helping it to become a search player virtually overnight. Analysts have pointed out that the switch has led many less knowledgeable users to unwittingly switch to Qihoo's search. The icon for Qihoo's browser also bears a striking resemblance to the one for Microsoft's Internet Explorer, the largest difference being that Qihoo's is green.

今年8月，周鸿祎将360浏览器和网站上的默认搜索服务从百度和谷歌换成了360研发的服务，帮助其一夜之间进入了搜索市常分析人士指出，360服务的转换使很多不太懂互联网的用户在不知情的情况下改用了360的搜索服务。360浏览器的图标也酷似微软IE的图标，最大的不同在于360的图标是绿色的。

Mr. Zhou says that knowing how to leverage China's millions of low-level users is simply a key industry tactic, but is quick to add he also has their best interests at heart, helping them safely navigate China's malware-infested Internet.

周鸿祎说，知道如何利用中国数百万低层次用户只是一种重要的行业手段，但他很快又说，他也想着这些用户的最大利益，帮助他们安全地浏览中国恶意软件肆虐的互联网。

Mr. Zhou has also become known for coupling competitive moves with public criticism via his account on China's popular microblog, known as Sina Weibo. A list of his run-ins in recent years is a who's who of the China Internet world.

周鸿祎喜欢通过新浪微博账户反驳别人对他的批评，这也是出了名的。近几年与他交过手的人细数下来都可编一本中国互联网界名人录了。

Mr. Zhou, who has about 4.3 million followers, in recent weeks has accused Baidu's news site of promoting anti-Qihoo articles and also reposted an entry from a Weibo account for his search service that questions whether Baidu has violated the law by placing advertisements for Botox treatments.

周鸿祎在新浪微博约有430万粉丝。近几周，他一直在指责百度资讯网站宣传反360的文章，还转发了一个360搜索服务新浪微博账户中的一篇文章。该文质疑百度为肉毒杆菌毒素除皱法做广告是否违法。

Baidu spokesman Kaiser Kuo said, 'we do our utmost to cooperate with relevant authorities to keep all illegal ads off our website, but in the dynamic and fast-changing [Internet] environment, it's not always possible to do that.'

百度的发言人郭怡广(Kaiser Kuo)说，我们尽最大努力与有关部门合作，使我们的网站上没有非法广告，但在一个动态且变化迅速的环境下，并不是总能做到这一点。

China's market is already insulated from foreign competition by language and by Beijing's censors, which block services like Facebook Inc. and Twitter Inc. and have led Google Inc. to drastically scale back business there. In addition to Baidu's hold on search, Alibaba Group Holding Ltd. holds a 76% share of transactions in China's electronic commerce sector, while Sina Corp. and Tencent dominate the market for microblogging services. Tencent similarly dominates instant messaging and controls 36% of China's online gaming market.

由于语言和审查制度这两方面的原因，中国互联网市场目前还没有受到外商竞争的影响。审查让Facebook Inc.和推特(Twitter Inc.)等社交网络在中国内地被屏蔽，谷歌公司(Google Inc.)也大幅缩减了在中国内地的业务规模。除百度掌控搜索市场外，阿里巴巴集团(Alibaba Group Holding Ltd.)占据中国电子商务交易额76%的份额，同时新浪和腾讯也主导着中国的微博领域。此外，腾讯还主导着即时通讯领域，控制着中国36%的在线游戏市常

Qihoo makes its money on the traffic it generates through its antivirus software and a browser. The browser had 303 million monthly users as of September. In the third quarter, Qihoo's revenue grew 77% to $84 million from a year earlier. In 2011, the company posted revenue of $167.9 million.

360通过杀毒软件和浏览器产生的流量赚钱。今年9月，360浏览器的月用户达3.03亿。今年第三季度，360的营收同比增77%，达到8,400万美元。2011年，该公司实现营收1.679亿美元。

The antivirus software provoked industry ire shortly after it was released in 2006, Mr. Zhou said. At the time, a number of Chinese companies, including a search engine Mr. Zhou helped to create and eventually sold to Yahoo, would guide users to install toolbars on their browsers that would direct them back to company-generated content. Qihoo 360's software identified the toolbars as malware and uninstalled them.

周鸿祎说，2006年发布杀毒软件后，很快就引起业界不满。那时，很多中国公司（包括周鸿祎帮忙开发、后卖给雅虎的一个搜索引擎）都会引导用户在浏览器上安装工具栏，工具栏会指向其公司生成的内容。360软件则将这种工具栏识别为恶意软件，并将其卸载。

Mr. Zhou acknowledged that he had helped to make certain toolbars for his search engine, which later his new company, Qihoo, would make a business out of uninstalling. 'It's a mistake I made,' he wrote in an email referring to helping create the toolbars. He added that he was young at the time and overly focused on competition instead of respecting his customers.

周鸿祎承认，他曾为自己的搜索引擎创建过某些工具栏。这样一来，他后成立的新公司奇虎360就能从卸载那些工具栏中获得业务。周鸿祎曾在电子邮件中写道：这是我犯的一个错误。这里指的就是他帮忙创建工具栏。他还说，那时自己年轻，过于看重竞争，不够尊重客户。

Qihoo's removal of the toolbars prompted Yahoo China, Mr. Zhou's former employer, to sue Qihoo 360 for unfair competition. Yahoo China won the suit and the court ordered Qihoo to stop the activity and compensate Yahoo for damages and legal costs. In 2007, Qihoo lost a similar lawsuit with Baidu. Since 2004 Mr. Zhou's companies have contested seven lawsuits with Baidu.

360卸载工具栏的行为促使周鸿祎的前雇主雅虎中国以不公平竞争为由将360告上了法庭。雅虎中国打赢了官司，法院判360停止卸载行为，并赔偿雅虎相关损失和诉讼费用。2007年，360输掉了和百度间的一场类似官司。2004年以来，周鸿祎旗下的公司与百度共打了七场官司。

Detractors say that some of Qihoo's products function much like the toolbars he helped to uninstall, funneling users to Qihoo's landing site where the company sells ad space and charges fees to drive traffic to other websites. Qihoo argues the two are different.

批评者说，部分360产品的功能很像是周鸿祎帮忙卸载的工具栏，因为它会将用户汇集起来，进入360的“着陆点，360在那里出售广告版位，对给别家网站带来流量收取费用。360坚持认为，两者的功能并不相同。

Mr. Zhou, who sold an early search engine called 3721 to Yahoo for $120 million in 2004, said the new traffic will help him to hone the product and improve search results.

周鸿祎说，新增流量将帮助他提高产品，改善搜索结果。2004年，他曾将早期一个名为3721的搜索引擎以1.2亿美元卖给了雅虎。

'[Mr. Zhou] understands the science behind search. And as long as he is out there, any company he is associated with has to be considered a player. They're nowhere near the point where they can challenge Baidu, but that's not saying that situation has to be permanent,' said Mr. Wolf, the marketing strategy executive.

沃尔夫说，周鸿祎明白搜索背后的东西，只要他在，那么与他有关的任何一个公司都不得不被视为有力的对手；虽然这些公司还远没有接近可挑战百度的水平，但这并不是说这个局面永远不会被打破。