Comment on: Chinese Internet enterprise who is king

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At present, China's five largest Internet companies listed in the United States-Baidu, Sina, Sohu, Tencent, NetEase have published its two quarterly report this year. How do you look at these companies and their marketing strategies? What should be the evaluation standard of Chinese Internet enterprises? What is the direction of the future Web2.0? With these questions, "daily economic news" exclusive interview with the Chinese Internet veteran Xie, asked him to conduct a one by one-point assessment of the above enterprises.

Baidu: The real challenge is innovation

NBD: Baidu's Quarterly quarterly growth of 109% per cent was the highest in five companies. Do you have confidence in Baidu?

Xie: From the report, Baidu's search advertising revenue has exceeded Sina's brand advertising revenue, and Baidu's growth rate is far higher than Sina. Visible, if the Sina and Baidu to compare, we can clearly see, search-type advertising revenue growth rate is very fast. In other words, internet media is exploited by search engines. Because what you do can be searched at will, so its influence on Sina's threat is self-evident. With such high growth, Baidu is likely to become a future Internet company giant. This year Baidu revenue ranked fifth, next year certainly can top three. And now Baidu gets the news license plate, certainly will carry on some exploration and the attempt in the content aspect. Therefore, Baidu's real challenge is innovation, can be in the next commanding heights, innovation is the key. The immediate priority is integration, that is, community and search for organic integration innovation.

Sohu: Development look at mentality, team and strategy

NBD: Can Sohu rely on the Olympic level?

Xie: Sohu won the Olympic Games this card is very good, it is estimated that 2008 can be a fire. But the Olympic Games are always an event, how to do after the Olympic Games? Can't live on the Olympics. The Great Olympics is nothing more than an event, once the past is over, it is absolutely not a company's core ability to transform. But I'm glad to see Sohu's mentality is getting smoother. To better development, the real problem is still a mentality problem, there is a team, and then there is a strategy. In addition, the intention to do products will have a good profit.

Sina: Corporate income should be more diversified

NBD: How to see Sina positioning itself as "network media boss"?

Xie: What is the concept of portals today? I remember the definition of the United States, is a netizen online, 80%-90% of the demand can be completed under a Web site.

But according to Sina's view, the portal is equal to the network media. On many occasions, they have also openly expressed their position in the Internet media first, which is somewhat parochial in concept. But since Sina is willing to such positioning, I feel a little pity, because Sina years ago or all-around, now has consciously contracted to become a network media.

For internet companies, what should be done is innovation, to innovation and new markets to benefit. Internet companies should diversify their revenues, especially for companies with more than 400 million of billions of dollars in cash in the hands of Sina. Of course, if there is a big strategy on the capital level, we don't have to worry about it.

NetEase: Multiple lines of business to support the development of common

NBD: What are your comments on NetEase?

Xie: NetEase is the most practical company. Its profit margins are high, reaching 56%. Although the absolute value is very high, but the growth rate is the lowest of several internet companies, this is related to Ding Lei's pragmatism, what to make money to do, but lack of innovation. Feel that wireless money more, then the portal does not do, and then feel that wireless this thing is also bullied, and then do the game, but a bit like a bear to break a stick, pick a throw one. I think Ding lei himself is very simple, very natural, but (do) such a large company sometimes to curb personal preferences. In addition, to explore the market, to create a business model. Real big companies need a number of lines of business to support, in order to have a stable development.

Tencent: The challenge comes from large-scale comprehensive integration innovation

NBD: Tencent ranked first in the two quarterly earnings, and the potential should be said to be not small. How do you think they're doing?

Xie: In the four aspects of income impact, Tencent is the most complete, advertising, internet value-added, wireless, games have. I think Tencent in the overall strategic direction of the most close to my philosophy. Of course I don't know whether my idea is right or not.

Ma also said that his ideal is to make Tencent online life platform, do not have to learn online knowledge, as much as possible to move the network under the online life. Web2.0 plainly means more close to real life. So Tencent has everything to do, and four of them are all accounted for. Tencent's advertising revenue for the portal is not very high this quarter, but the growth rate is fast, it also shows that he has great potential, of course, also gave other companies a lot of pressure. And Tencent's real challenge is to have a large-scale comprehensive integration of innovation, so that users can enjoy the barrier-free.

Success criteria: Focus on core competencies and new business

NBD: What do you think are the criteria for evaluating the success of an internet company?

Xie: Because this review is listed companies, the key to look at the two-the first to see if there is no core competitiveness, that is, you have something others do not. This is very important. For example, Sina, Sohu Two ads have made a lot of money, but obviously Sina is in the active position, and Sohu in the news this piece can not say what the core competitiveness, can only be a penis. A big company must have obvious core competitiveness.

The 2nd is how much effort they are making in the future, doing research and development, thinking about new things and doing new things. New things are not always mature enough to make a lot of money in a year or two. But to do something new, the company has a future. High-tech companies like the internet want higher P/E and share prices, mostly on expectations of their future. Can you keep growing 40%-50% a year? You can't keep it, you're going to be like a regular industry.

Web2.0: Once you don't keep up, you're in a crisis.

NBD: Where should Chinese Web2.0 go?

Xie: First of all, we should agree on what is Web2.0, because now one said Web2.0, we all put it to a blog, pictures, videos and other very specific functions, in fact, is not. Web2.0 or the overall structure of the framework and service model of the overall change, otherwise unworthy to call 2.0. In the past, our internet is not people-centric, but by operators designed a variety of channels and services for everyone to use, you watch the news here, go there to see sports, buy things, the designers decide. And Web2.0 is to let everyone live online, build a home there, then have your friends and social circles, forming a new social structure, closer to our real society of a society. And after the structure has changed, 1.0 of the function can continue to play a role on the 2.0 platform, will be more personalized, more advanced. There are a lot of past difficult to do, in 2.0 are easier to achieve, will be more convenient.

That is to say, the way people interact in the virtual world of the Internet is greatly improved, which is the real benefit of the Internet. Facebook, for example, encourages people to spread their true face and real social relationships online, with all your blogs, photos, and behaviors online. In this way, people and people's ability to communicate much better. In this regard, China's internet sector is too superficial, too fragmented, too simple, and quick success, a little try to immediately think about financing the listing of things, the result was called back, gave up. Chinese Web2.0 should be in the mode, the operation is integrated, more close to the real life, will be in the already very good Internet service on the basis of a step.

Here, I definitely do not belittle the past meaning, because I also belong to the past part. Everyone has done a good job, but the internet is changing, its users, demand and so on all aspects are deepening, we have to keep up with this situation. You're in a crisis if you don't keep up.

Alexa Adjustment algorithm: We refer to the line

NBD: Recently, the Alexa adjustment algorithm to combat cheating, there are many Web site rankings were cleared. And this adjustment algorithm, Sohu's ranking seems to drop a lot. What do you think of the matter?

Xie: This Alexa ranking is the 2003 when I was in the Internet lab, and Xingdong together to promote to the industry. Our intention is to give you one more reference, because the information is not transparent. There is a neutral third party data available for industry reference.

Competition rankings are in the eye of advertisers, I think these are the company's anxiety syndrome, a performance, alone not much meaning. This is an Internet history, including why Google is so bull? Why is Yahoo so anxious because it launches new products every week? It is because there is no new things, despite the income and profits are many, growth is not a big problem. However, I think the growth is not innate, we are all in full competition.

I believe that the risk of cheating in the concept of a company as large as Sohu is far greater than the potential benefits, but for example, some new services or changes will produce a lot of garbage traffic, perhaps by Alexa found, it put a certain category of Web pages are all ignored, then some companies suffer, which is very likely to exist. So it doesn't make sense to examine this, especially big companies. It should be said that a large number of new traffic and the original people on the Internet a considerable proportion has been transferred to the new services, including Sina, Sohu blog traffic accounted for more than 10% of their own site. Of course, too elementary, too simple to produce new things, they will continue to work hard. Efforts do not guarantee victory, do not guarantee success, but do not try to be doomed to failure.

"Xie Profile"

Chinese Internet veteran, graduated from Renmin University of China in the early 1980s. After two years of research in the Chinese Academy of Social Sciences, 1983 to the United States to study Columbia University, 1992 began to engage in investment consulting work.

In the August 1995, Xie, who spent more than 10 years in the United States, returned. 1996 as deputy general manager of the public network. After returning from the United States in 2000. August 2000 established Beijing wide-letter Internet Information Technology Co., Ltd. 2001 as general manager of Internet Laboratory.

    October 2003 joined the news, and put forward the new development direction-big finance. November 16, 2005, leaving dispatch for personal reasons. October 17, 2006, as the general manager of Yahoo China. November 27, 2006, leaving Yahoo China, which served only 41 days. (Zebian Admin01)