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TechWeb June 19 article/Jing

Microsoft is struggling to change the embarrassment of its Internet products in the Chinese market. In addition to the recent announcement by MSN China that it will not abandon the Chinese market, Bing's search team today unveiled a rare gesture of humility to try to tell outsiders what they are doing.

As the May 28, 2009 launch of the search engine to replace Live Search, Bing search has a natural pedigree and superiority, but unfortunately, up to now still not in the Chinese market to wash the embarrassment of the laggards. A March 2013 "China Internet search click Share Monthly Report" released by Hitwise, a foreign data analysis agency, shows that Baidu is exclusively near the top of the market (including the mobile version), and Bing has not even entered the first five, while the 360 search for less than a year has climbed to 11.97%.

Bing is more upbeat in the US than in the Chinese market. In the May 2013 U.S. search engine market rankings, Google's top 66.7% share, Bing 17.4%, Bing to provide search technology for Yahoo shares of 11.9%, meaning Bing's real share of 29.3%, the second seat. In addition, Bing's rising trend is also gradually showing, May U.S. search query volume growth of 29%, and Google query volume growth of 14% year-on-year.

Microsoft hopes to expand this positive growth to the Chinese market. Liuzhenyu, Microsoft's MSN China General manager, said Microsoft's approach to the Chinese search market has been "spared no effort" and has lasted 4 years. "Although our own share is very small, but we spent some time, after the release of the brand, also did a few years of accumulation." ”

In fact, we can clearly feel the change of Bing's attitude in the recent frequent marketing activities.

Bing to Google for search quality

At a Bing search product experience held yesterday, Yongdong, President of Microsoft (Asia) Internet Engineering, gave a detailed display of Bing's latest product dynamics. But the ease of the atmosphere is also implied by the fire-Bing is the official introduction of the "Bing Search Global PK" (Bing It) into China, directly to their products and Google search for a blind test PK, and received more than 60% of the support rate.

Bing said that 75% of participants in China preferred the global search results offered by Microsoft Bing before the "Bing search Global PK" was officially launched in China, according to a blind survey of Ipsos, a third-party independent research agency. The event has been in the United States for a year, 64% of the 25 million people surveyed were pleasantly surprised, 33% said they would use more and 17% said they would migrate to Bing.

"Microsoft is a technology-driven company, and Bing is always committed to continuous technological innovation, accelerating the process of intelligent machine learning, so as to bring users a better search experience." Our innovation has yielded results. "Yongdong said.

But for why only with Google Pk, Yongdong's answer is that Bing positioning for global search, and Google more appropriate, "for other competitors, the future we will launch a challenge." ”

According to the introduction, in the past 1-2 years, Bing layout of the next generation of search technology and front-end applications, in the page rendering also achieve the integration of page search, social search and knowledge search. Its product line also includes search, input method, question and answer, navigation, desktop, influence, dictionaries, toolbars and other plates, access to localization of strategic partners more than hundred.

But this is still far from enough, compared with Baidu, 360 and other market share leaders. To enhance the product share, Bing has been pinning its hopes on a "bundled" strategy that is now integrated into Microsoft's Windows 8 operating system to achieve a one-click search of the Web and local information; Bing has also courted outside allies, and Apple recently announced that Siri's default search engine would abandon Google's choice of Bing.

Microsoft has a lot of confidence in Bing's search quality, but Bing's search results are less than satisfactory on the phone. However, Yongdong revealed that Bing has a product plan on the mobile side, which is inconvenient to disclose, but he pointed to a development direction: the PC search on the social dialogue is not natural, and this model is more suitable for the handset side.

Giants put down their posture to cater to the Chinese market

If you have enough search quality with Google and other search giant PK, why Bing has not formed a good user recognition and market performance in China market? In fact, this is related to Microsoft's consistent attitude toward China--the premise that Microsoft's direct user-oriented Internet product line has not been given equal attention in the enterprise-wide market, The user's localization needs are also difficult to respond in time, which directly led to MSN, Bing and other products tepid situation.

But at least from the current point of view, Microsoft has changed, or even gradually put down its posture to cater to the Chinese market. "We are attaching more and more importance to the Chinese market, especially to the rigid demand of Chinese users for Internet search results," Yongdong said. "Microsoft and China are very emotional and investment is huge, and in the context of China's increasingly sound intellectual property, future investment will only be greater." ”

Bing also said it would not follow the precedent of Google's close exit from the Chinese market for policy issues, saying that "Microsoft's business is principled and will first comply with local laws and regulations".

Bing also offered to pay for local demand. In Yongdong's view, Bing is very serious and positive view of the Chinese market, the future does not rule out the provision of direct confrontation with local competitors of tools products, such as Baidu's box calculation, 360 of Onebox.

As for the expectations and real results of this change, Bing says it is not in a hurry because the changing habits of users in a mature market is a long-term process. Yongdong also frankly, now do not expect users will immediately replace the search products, but hope that the continuous spread of product experience can play a real imperceptible impact. "The current competitive landscape in the PC market is difficult to break, but it does not mean that the things we do do not return, Bing will not give up in the future." ”