360攻入搜索市場 百度奮起反擊

A battle is emerging between Baidu Inc. and upstart Qihoo 360 Technology Inc., underlining the high stakes in China's growing Web-search market.

百度(Baidu Inc.)與後起之秀奇虎360科技有限公司(Qihoo 360 Technology Inc.)之間的戰爭即將打響，從中可見它們在中國不斷擴大的互聯網搜索市場存在着多麼重大的利害關係。

Qihoo's emergence as a real player in search just a few weeks after unveiling its search engine has rattled Baidu-long the country's dominant search provider. Google Inc.'s market share has fallen steadily here since the U.S.-based moved its services to Hong Kong two years ago.

相關報道奇虎推出搜索引擎才幾周時間，就成爲搜索領域一個不可忽視的角色，讓長期佔據中國市場主導地位的搜索提供商百度倍感不安。美國的谷歌公司(Google Inc.)自兩年前將服務移至香港後，它在中國大陸的市場份額就一直在持續下降。

China is home to more than 500 million Internet users, and second-quarter search advertising revenue reached more than $1 billion, according to research group Analysys International. So Baidu acted swiftly to protect its turf.

研究公司易觀國際(Analysys International)的數據顯示，中國網民數量已超5億，二季度搜索廣告收入在10億美元以上。有鑑於此，百度迅速採取行動來保護自己的地盤。

Qihoo, which has built a strong user base on the popularity of its Internet security software and secure browser, in early August started a search engine to compete with Baidu. But search results on Qihoo (pronounced chee hoo), listed links from Baidu results and services, such as maps, music and photo search.

奇虎依靠其網絡安全軟件和安全瀏覽器的普及，已經培養了一個龐大的用戶羣體。它在8月上旬推出了一個搜索引擎跟百度競爭，但奇虎的搜索結果列出了百度搜索結果與服務的鏈接，如地圖、音樂和圖片搜索等。

Baidu responded by making it difficult to click through to Baidu services from Qihoo's site, providing links to older, cached results-rather than fresh results-or directly to a Baidu page.

百度展開反擊，給用戶從奇虎網站點擊進入百度服務製造困難。它給出的鏈接指向更早搜索結果的網頁快照、而不是新的搜索結果，或者是讓用戶直接進入百度頁面。

Investors reacted strongly. Baidu's American depositary receipts have dropped 15% on the Nasdaq Stock Market over the past two weeks, while Qihoo's ADRs have climbed 18% on the New York Stock Exchange.

投資者對此做出強烈反應。過去兩週百度在納斯達克市場交易的美國存託憑證下跌15%，奇虎在紐約證券交易所交易的美國存託憑證則累計上漲18%。

'We're not worried, we are doing the right thing,' Qihoo Chief Financial Officer Alex Xu said. 'Basically, the search market before we launched was underserved by Baidu.'

奇虎首席財務長徐祚立說，我們不擔心，我們在做正確的事；總體上來講，在我們推出搜索引擎以前，百度沒有服務好這個市場。

Baidu declined to comment.

百度拒絕置評。

Though other Chinese Internet companies have tried in vain to cut into Baidu's nearly 80% of search-market revenue, analysts project that Qihoo could take 10% of the market in coming quarters. Google is China's No. 2 search engine, with 15% of the market.

中國其他互聯網企業也曾試圖分食百度在搜索市場接近80%的份額（按收入計算），結果都是徒勞。但分析師預計奇虎有可能在未來幾個季度取得10%的份額。谷歌份額爲15%，是中國第二大搜索引擎。

J.P. Morgan analyst Dick Wei said Qihoo is likely to take market share from both Baidu and Google as inexperienced users of Qihoo's portal use its own default search engine. According to Baidu statistics, Qihoo's browser supplies 21% of Baidu's traffic, meaning Qihoo could take even more market share from Baidu.

摩根大通(J.P. Morgan)分析師韋迪說，隨着奇虎門戶網站上缺乏經驗的用戶開始使用它自己的默認搜索引擎，百度和谷歌的市場份額都有可能向奇虎流失一部分。百度數據顯示奇虎瀏覽器爲它提供了21%的流量，這意味着奇虎還有可能奪取百度的更多份額。

Google didn't respond to a request for comment.

谷歌沒有回覆置評請求。

Although little known outside of China, Qihoo has capitalized on the volume of viruses and malware on China's Internet to attract users to the company's secure browser and portal. According to Qihoo, its browser had 270 million monthly users in the first quarter, while its website had 77 million unique daily hits.

奇虎在中國以外鮮有人知，但它利用中國互聯網上病毒與惡意軟件肆虐之機，爲自己的安全瀏覽器和門戶網站吸引了大量用戶。奇虎提供的數據顯示，一季度其瀏覽器的月度活躍用戶達2.7億，其網站的每日獨立訪問量達7,700萬次。

The company was founded in 2006 by Zhou Hongyi and Qi Xiangdong, Qihoo's current chief executive and president, respectively. Mr. Zhou is the former head of Yahoo Inc. in China and one of the most outspoken of China's tech tycoons, frequently at odds with other leaders of China's biggest Internet companies.

奇虎於2006年由周鴻燊和齊向東創辦，兩人現在分別擔任首席執行長和總裁。周鴻燊曾任雅虎(Yahoo Inc.)中國區負責人，是中國科技界最敢直言的巨頭之一，常常與中國最大幾家互聯網企業的其他領導人吵架。

With the introduction of its search engine, Qihoo aims to funnel much of its large user base into its own search, giving the company a piece of China's highly profitable search advertising.

奇虎推出搜索引擎，是要將自己龐大用戶羣中的很大一部分導向自己的搜索引擎，從而在中國利潤豐厚的搜索廣告領域分得一杯羹。

Qihoo has battled other Chinese Internet companies before. In 2010 the company accused online-games maker Tencent Holdings Ltd. of scanning the private data of Tencent's users. Tencent retaliated by cutting off its QQ instant-messaging service for users of Qihoo antivirus software. The spat earned each company a rebuke from China's Ministry of Industry and Information Technology.

奇虎之前還曾與中國其他互聯網企業爆發大戰。2010年該公司聲稱網絡遊戲開發商騰訊控股(Tencent Holdings Ltd.)掃描騰訊用戶的隱私數據。作爲報復，騰訊對奇虎反病毒軟件的用戶切斷了QQ即時通訊服務。因爲這場爭端，兩家公司都遭到中國工業和信息化部的訓斥。

Analysts warned that it will be no easy task for Qihoo to break into Baidu's core market as Baidu has more cash and significantly larger engineering resources at its disposal.

分析師提醒，百度資金更加充裕，可支配的工程資源也遠比奇虎豐富，所以奇虎要打進百度的核心市場也不是一件容易的事。

Mr. Wei, of J.P. Morgan, wrote that the most valuable high-end users eventually would be wooed back to Baidu's search engine by its array of products, such as maps and streaming music search.

摩根大通的韋迪寫道，最有價值的高端用戶最終會在百度一系列產品（如地圖和音樂流媒體搜索）的吸引之下，回到百度的搜索引擎上來。