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百度如何赢得中国

时间:2011-02-16 12:20:18  来源:  作者:

李彦宏打败了google,确保他的搜索引擎在中国的老大地位。现在他打算进军全球,但他还需做一些功课让世界信任百度。
By Brad Stone and Bruce Einhorn
By Brad Stone and Bruce Einhorn
Many CEOs have admirers. Robin Li—the 41-year-old, American-educated chief executive officer of the Chinese search engine Baidu—has a fan club. And each year at the Baidu (BIDU) World conference in Beijing, the members of the Robin Li fan club come out to get close to the object of their worship.
很多CEO都有仰慕者。李彦宏--41岁,中国搜索引擎百度的受过美国教育的首席执行官--就有一个粉丝俱乐部。北京每年一度的百度世界大会上,李彦宏粉丝俱乐部的成员就会拥向他们的偶像。
On a late morning in September, about 30 college-age kids wait expectantly outside the China World Hotel in downtown Beijing. When Li emerges from a dark blue sedan, the fan club mobs him, waving signs and screaming his name while Li poses for pictures with a tight, uncomfortable smile before darting into the building to rehearse his keynote address. "Robin Li is my idol," says Yan Huifeng, a student from Sichuan University in Chengdu. Liu Zhiqiang, a student at Beijing's Renmin University of China, says: "He is handsome and very intelligent and outstanding."
九月的一个早上,差不多30名大学生年级的孩子在北京商业中心的中国大饭店翘首期待。当李彦宏乘着一辆深蓝色轿车出现时,粉丝们涌了上去,挥舞着标语,尖叫着他的名字,李彦宏则摆好拍照的姿势,露出紧绷的、不自在的笑容,然后飞快进入饭店以排练他的演讲。“李彦宏是我的偶像。”阎会峰(音)说,他是四川大学的学生。人民大学的刘志强(音)说:“他很帅,非常有才华,与众不同。”
Like much about the 10-year-old company, the Robin Li fan club isn't quite what it appears to be. The exuberance, club members say later, was coordinated by Baidu, which Yan says flew her into town and paid for her hotel. The students all say they admire Robin Li, but their loyalty to the company he founded has its limits. "If I want to know about what happens abroad, I will use Google," says one of the students. "Baidu's information is influenced by the government so much."
像这家差不多十岁的公司一样,李彦宏的粉丝俱乐部和表面上看来也很不一样。俱乐部成员后来说,表面上的繁荣是百度公司安排的,阎会峰说公司带她来北京,让她住酒店。学生们都崇拜李彦宏,但他们对这家公司的忠诚度有限。“如果我想知道海外发生了什么,我会用google。”一名学生说。“百度的信息被政府干预得太多了。”
The world knows Baidu as the search engine that kicked Google's butt out of China, with an assist from the Communist Party. The company has a 73 percent share of the world's largest Internet market by users, and has the fifth-largest market capitalization ($38.3 billion) among the world's pure-play Internet companies, trailing Google (GOOG), Amazon.com (AMZN), Tencent (an instant messaging and gaming company based in Shenzhen), and only narrowly, eBay (EBAY). It's now 57 percent bigger than Yahoo! (YHOO)—and with significantly brighter prospects. Baidu "has the best business in the world," says Gene Munster, an analyst at Piper Jaffray (PJC). "It's hugely profitable, with massive growth ahead in the population of Chinese Internet users, and the government backing it up. Essentially it's a state-sponsored monopoly."
世界知道百度源于这个搜索引擎在共产党的帮助下把google踢出了中国。这个公司在世界最大的互联网市场占有73%的用户,股票市值(383亿美元)排世界单一业务互联网公司第五位,在google、亚马逊、腾讯和ebay之后,超出雅虎57%,拥有明显光明的前途。百度“拥有世界上最号的买卖”,PiperJaffray著名的分析师GeneMunster说,“它有巨大的利润,拥有中国不断增长的庞大的互联网用户,拥有政府支持,实际上是个国家赞助的垄断者。”2
Baidu's stock price has more than doubled since January, when Google (GOOG) first disclosed that Chinese hackers had targeted its mail servers and announced "a new approach" to China, with the company saying it would no longer censor search results. The highly public stance ultimately led Google to begin redirecting all searches to a Google site in Hong Kong. This allows the company to avoid the strict censorship rules that Baidu and others in mainland China must follow, while also putting it at a major disadvantage in the huge Chinese market. "Every once in a while a gift is handed to you. We handed one to Robin," says Eric Schmidt, Google's chief executive officer. Schmidt argues that the playing field in China has always been unfairly tilted in Baidu's favor, though he goes out of his way to stay eligible for membership in the Robin Li fan club. "Robin is an example of a clever entrepreneur," Schmidt says. "He's navigated the conflicts within China—which are ferocious."
百度的股价从一月来已翻了一倍多,当google第一次宣布中国黑客攻击了邮箱服务器,宣布启用通往中国的“一条新路”,不再审查搜索结果。这一高度的公共立场最终使google把搜索结果指向香港的服务器。这使得公司免除像百度和其他公司一样在中国大陆接受严格的审查,但这也使公司在庞大的中国市场处于不利地位。“偶尔有个礼物到你手里,我们把它送给李彦宏。”EricSchmidt,google的首席执行官说。Schmidt强调,中国的赛场总是偏向李彦宏一边,尽管他具有李彦宏俱乐部的资格。“李彦宏是个聪明企业家的代表。”Schmidt说,“他能协调中国内部的冲突,这些冲突往往是残酷的。”2

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