360攻入搜索市场 百度奋起反击

百度(Baidu Inc.)与后起之秀奇虎360科技有限公司(Qihoo 360 Technology Inc.)之间的战争即将打响，从中可见它们在中国不断扩大的互联网搜索市场存在着多么重大的利害关系。

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.

相关报道奇虎推出搜索引擎才几周时间，就成为搜索领域一个不可忽视的角色，让长期占据中国市场主导地位的搜索提供商百度倍感不安。美国的谷歌公司(Google Inc.)自两年前将服务移至香港后，它在中国大陆的市场份额就一直在持续下降。

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.

研究公司易观国际(Analysys International)的数据显示，中国网民数量已超5亿，二季度搜索广告收入在10亿美元以上。有鉴于此，百度迅速采取行动来保护自己的地盘。

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.

奇虎依靠其网络安全软件和安全浏览器的普及，已经培养了一个庞大的用户群体。它在8月上旬推出了一个搜索引擎跟百度竞争，但奇虎的搜索结果列出了百度搜索结果与服务的链接，如地图、音乐和图片搜索等。

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.

百度展开反击，给用户从奇虎网站点击进入百度服务制造困难。它给出的链接指向更早搜索结果的网页快照、而不是新的搜索结果，或者是让用户直接进入百度页面。

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.

投资者对此做出强烈反应。过去两周百度在纳斯达克市场交易的美国存托凭证下跌15%，奇虎在纽约证券交易所交易的美国存托凭证则累计上涨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.'

奇虎首席财务长徐祚立说，我们不担心，我们在做正确的事；总体上来讲，在我们推出搜索引擎以前，百度没有服务好这个市场。

Baidu declined to comment.

百度拒绝置评。

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.

中国其他互联网企业也曾试图分食百度在搜索市场接近80%的份额（按收入计算），结果都是徒劳。但分析师预计奇虎有可能在未来几个季度取得10%的份额。谷歌份额为15%，是中国第二大搜索引擎。

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)分析师韦迪说，随着奇虎门户网站上缺乏经验的用户开始使用它自己的默认搜索引擎，百度和谷歌的市场份额都有可能向奇虎流失一部分。百度数据显示奇虎浏览器为它提供了21%的流量，这意味着奇虎还有可能夺取百度的更多份额。

Google didn't respond to a request for comment.

谷歌没有回复置评请求。

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.

奇虎在中国以外鲜有人知，但它利用中国互联网上病毒与恶意软件肆虐之机，为自己的安全浏览器和门户网站吸引了大量用户。奇虎提供的数据显示，一季度其浏览器的月度活跃用户达2.7亿，其网站的每日独立访问量达7,700万次。

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.

奇虎于2006年由周鸿燊和齐向东创办，两人现在分别担任首席执行长和总裁。周鸿燊曾任雅虎(Yahoo Inc.)中国区负责人，是中国科技界最敢直言的巨头之一，常常与中国最大几家互联网企业的其他领导人吵架。

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，是要将自己庞大用户群中的很大一部分导向自己的搜索引擎，从而在中国利润丰厚的搜索广告领域分得一杯羹。

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.

奇虎之前还曾与中国其他互联网企业爆发大战。2010年该公司声称网络游戏开发商腾讯控股(Tencent Holdings Ltd.)扫描腾讯用户的隐私数据。作为报复，腾讯对奇虎反病毒软件的用户切断了QQ即时通讯服务。因为这场争端，两家公司都遭到中国工业和信息化部的训斥。

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.

分析师提醒，百度资金更加充裕，可支配的工程资源也远比奇虎丰富，所以奇虎要打进百度的核心市场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.

摩根大通的韦迪写道，最有价值的高端用户最终会在百度一系列产品（如地图和音乐流媒体搜索）的吸引之下，回到百度的搜索引擎上来。