A few years ago, people often compared Baidu and Google, but now I am afraid this is rarely the case. Baidu seems to have disappeared from people's sight. Google (China) has been constantly innovating and conquering cities and territories in the past two years, but Baidu has been silent. If it weren't for Baidu's PPC scandal some time ago, many people would have almost forgotten about Baidu.
As an IT person with more than 10 years of experience in the software industry, the author has very complicated feelings about Baidu, and I have long wanted to write an article about Baidu. Although Baidu has a US-funded background, Baidu was founded by an authentic Chinese with a background of studying abroad. Most Chinese netizens have some feelings for it and have many expectations for Baidu. Once upon a time, Baidu was a banner of China's Internet, an unusual bright spot, but now, it is gradually withering, gradually withering, and gradually losing its fighting spirit. Baidu that dared to fight Google is dead, Baidu that dared to innovate is also dead, and Baidu that can bring pride to the Chinese people is also dead. What is left is just a decaying empty shell with the name "Baidu". Although this empty shell will exist for a long time, the Baidu in our hearts is dead.
In fact, the reason why Baidu continues to decline is largely caused by Baidu's senior management team lacking a long-term strategic vision. Baidu often only focuses on the development of tactical products, while ignoring the planning and pre-research of strategic products.
[The strategy of software giants]
Doing some research on some existing software giants, it is not difficult to find that any world-class software company needs to build a platform before entering a mature and stable period, and then continue to work on this platform, so that it can Paving a broad road for the company's sustainable development. (Here, the platform I am talking about refers to the strategic-level platform needed by global companies, not the tactical-level platform, let alone a tool)
Microsoft has its own platform - operating system. Microsoft has long operated its own programming languages, Office suites, databases and other series of software on the operating system platform. These software complement each other and form a larger platform that firmly grasps users, thus gradually gaining a worldwide monopoly position, so that other companies can hardly stand behind it and cannot pose any threat to it. It is precisely because of the backing of this platform that Microsoft has been able to accumulate a lot of wealth for itself through Office software and defeat its opponents' challenges to its Office software time and time again. The Microsoft platform is so huge and solid that other competitors can only stay away and do not even have the courage to challenge this platform.
Google also has its own platform - search engine and data center. Google operates its own advertising business on the search engine platform and continues to expand other sources of profit. In fact, the search engine (including Google's data center) cannot be regarded as a complete platform. The search engine is only an important part of the [Internet platform]. Although Google occupies an absolutely dominant position in search, in the Internet era, it is obvious that the one-size-fits-all approach cannot guarantee the long-term development of the company. If there is no platform to protect your core products, your main business will inevitably be challenged and eroded by more and more competitors. Moreover, almost all Internet companies are restricted by the giant operating system and browser of Microsoft, and Microsoft is a company that covets the Internet, takes everything big and small, and is a monopoly. It is unsettling for a company to be controlled by others, and it is even more unsettling to be controlled by competitors. Google, which has extraordinary strategic sunshine, quickly realized this problem and immediately began to secretly and discreetly build a truly strategic platform - [Internet Platform].
In the past two years, Google launched the Pinyin input method, and also cooperated with Kingsoft to launch the free Kingsoft PowerWord, and later launched the Chrome browser. These seemingly inconspicuous actions in the eyes of ordinary people actually contain Goole's long-term strategic vision.
Let’s think about it, why does Google (China) want to develop an inconspicuous input method? Why does Google want to vigorously develop a multi-language translation system? Why does Google want to develop Gmail? Why does Google want to develop Google Talk? Why does Google want to develop Google Online Documents? Why Google wants to develop Google App Engine? Why does Google vigorously develop Python and JavaScript languages? Why does Google sponsor the FireFox browser? Why does Google finally develop its own browser Chrome? In fact, these things are all related, that is, Google In building its own Internet platform that is not controlled by others (we can also call it a Web operating system), Google has carried out a long period of technical accumulation and behind-the-scenes preparations for the construction of this platform.
Mr. Kai-Fu Lee said that Google will not develop an operating system because the operating system is an outdated thing. For Google, when all services go to the cloud, the functions of the browser will gradually replace the operating system. The browser is the future operating system. . In fact, this is a cover-up. The launch of the Google browser has already demonstrated Google's strategy and determination to develop a Web operating system (or Internet platform), and the Google Android mobile operating system further confirms this.
For Mozilla and the vast majority of surface (shallow) Internet manufacturers, the FireFox browser is just a tool, but for Google, the strategic significance of the Chrome browser is no less than that of the Google search engine. The Google browser is Google's future domination of the Internet ( Including mobile Internet) a milestone, Google browser will inevitably become the most formidable opponent of IE browser.
Now, we can see the outline of a clear Internet platform (Web operating system) from Google's product line. Web browsers, emails, instant messaging, input methods (such as Chinese character input method), language translation (such as English-Chinese translation), search engines, office documents (online document processing similar to Office), application software, dynamic programming languages, Cloud computing, these are the core components of the future Web operating system (Internet platform).
Google's Internet platform (Web operating system) contains almost all the functions that need to be applied to Internet operations. This kind of full-service platform is the easiest for users to become dependent on it. Once this Internet platform is established and gradually accepted by users, will Baidu still have the qualifications to compete with Google? Not to mention Baidu, even Microsoft will shudder.
[Baidu’s short-sightedness and helplessness]
While Google is steadily building its strategic platform, what is Baidu, which once served as the banner of China's Internet, doing?
In the past few years, Baidu has acquired many Internet-related companies and developed several small software tools. However, it always feels like it is not building a strategic Internet platform, but doing some messy and tactical things. product. For example, Baidu spent huge sums of money to acquire: "Hao123" website home, download website "Sky Software", Super Rabbit, Qianqianjingting, and Haojie. These companies acquired by Baidu have almost no technical aspects at all, except for the short-term increase in Baidu's network traffic and search volume.
There are rumors on the Internet that Baidu secretly acquired the domestic Maxthon browser. Indeed, in order to increase traffic, or to integrate with some of Baidu's internal products (such as instant messaging products), acquiring Maxthon Browser is still a good choice. However, if Baidu understands that the browser is the core part of the future Internet platform (Web operating system) and is a strategic product that requires high autonomy and innovation, then the Maxthon browser based on the IE core will obviously It can only be a useless one. It cannot become a core component of the Internet platform at all, nor can it help Baidu conduct some valuable technological exploration and accumulation.
From these acquisitions by Baidu, it is difficult for us to see an overall and long-term strategic plan. This kind of approach that only cares about immediate interests and ignores future technology accumulation will only make Baidu's competitiveness weaker and weaker, and the company's heyday will also be shorter and shorter.
In fact, we can see the challenges and dilemmas Baidu will face in the future from the role played by the Google Internet platform.
I don’t know if you have noticed that recently, Google’s browser, email (gmail), instant messaging, input method, electronic dictionary, etc., these gadgets are very popular among developers, white-collar workers of foreign companies, and middle-level managers of some large local companies. Won more and more reputation. Moreover, more and more young people also like to use Google. Although a considerable number of ordinary netizens still like to use Baidu, as more and more Internet elites use Google, other ordinary netizens will soon gradually switch from Baidu to Google. If you are used to Baidu, you will have a different feeling when you use Google. You will experience simplicity, elegance, humanization, integration and internationalization; but if you are used to Google, you will never be able to use it again. Baidu. Google is boiling frogs in warm water to gradually eliminate its opponents.
Here, one thing to mention in particular is: Maybe Baidu does not realize the importance of [developers] to the promotion of Internet platforms. Thinking about the operating system dispute between Windows and Linus, you should understand how much the applications developed by developers promote the promotion of the platform (operating system). Once a large number of developers use a certain platform to develop application software, the platform will become prosperous for 10 or even 20 years. Since Baidu does not have its own Internet platform, it is naturally blank in the development of Internet applications. It cannot interact with developers, and it is difficult to gain recognition from developers. But Google has attracted the attention of more and more developers.
Now, apart from using Baidu to search for some MP3s, I don't feel that Baidu has any other role for me. Google has recently launched its own genuine music search and download. I believe that over time, it will pose a huge challenge to Baidu's MP3, and Baidu's only advantage will no longer exist.
Indeed, there are too many things that need to be considered in the operation of a company, and products and technology may only be a small aspect of the company's operation. However, for a service-oriented Internet company, its products and technologies are particularly important, because products and technologies directly determine the quality of services to netizens and directly affect netizens' likes and dislikes of the company. It is a compulsory course for the CEO of an IT company to consider the company's future development direction from the perspective of the platform and plan corresponding products and technologies. Obviously, Baidu's consideration in this aspect is still insufficient. Due to the lack of long-term planning and complete strategy, Baidu can only dance with Google's pace, or simply give up competing with its opponents and indulge in its own ideal of "making the world's best search engine belonging to China" . Then, it is inevitable that Baidu will gradually disappear from people's sight.
The strategic significance of [Internet platform]
When a company has reached a certain scale, its leaders must stand at a higher level and look at problems from a strategic perspective. At this time, the leader's strategic vision will determine the development trend of the company in the next 10 years. It can be said that the construction of the Internet platform (Web operating system) and the accumulation of core technologies are the only way for the rise of China's IT industry.
Tencent has many favorable conditions for developing Internet platforms, but it does not have a long-term strategic plan, or it is difficult to see a clear long-term plan. However, due to the large QQ user base and Tencent's platform awareness, Tencent still has considerable development potential from these two points.
Alibaba is already building its own platform. Jack Ma is China's most strategic entrepreneur, but Alibaba's accumulation of software technology is still very lacking. Jack Ma needs someone with a long-term and precise strategic vision in software technology and products to advise him.
Baidu has a small platform - a search engine, but instead of developing it into a larger platform, Baidu gradually develops this small platform into a small tool. This is the most distressing thing, and it is also an important factor in the growing gap between Baidu and Google. Baidu seems to be very satisfied with its current situation and seems to be very confident in its focus on search. However, as everyone knows, its competitors are already far ahead of itself. The risk of decline and annexation is approaching Baidu step by step. In fact, compared to Google (China), Baidu has already begun to decline.
Every time Baidu lags behind its competitors, it makes excuses for itself by saying "it has to focus on search." Focus is a characteristic of many excellent companies in their early stages of development. Baidu wants to focus on the search field. This desire is very good, but the reality is often counterproductive, and competitors will not let you become better and stronger. Once Google's Internet platform (Web operating system) layout is completed and deeply rooted in the hearts of the people, Baidu's search territory will shrink significantly. Moreover, a large number of companies at home and abroad are also entering the search field, which will encroach on Baidu's traditional territory. If an excellent technology only needs to survive for 10 years, it can just make itself better. If it needs to survive and develop for 20 years, it must have a good platform to protect it.
For companies like Baidu, platform construction is a must. If you don’t build an Internet platform (Web operating system) that can enable your core business (Chinese search) to survive and develop in the long term, then even if Google doesn’t take down Baidu, Microsoft will take down Baidu, or even Tencent or Alibaba Baba may also clean up Baidu.
Besides, building a company's strategic platform is not just a technical need, it also embodies a business philosophy. A complete and efficient platform can provide users with more comprehensive and nuanced services. In the era of desktop systems, even if Microsoft was domineering, users had to swallow their anger, but in the Internet era, service is the highest criterion for winning the hearts of users.
[Internet Platform] Opportunities and Challenges
Perhaps, building an Internet platform like Google is indeed a bit difficult for Baidu, and the project is indeed a bit large. Because, from the perspective of the global market, Baidu's market value, technology, reputation, market share, and innovative spirit cannot be compared with Google. But it all depends on people. Google's platform construction is not completed in one or two years. It is developed one small product after another, and it is accumulated step by step. The key is: Baidu's leadership must have an overall and strategic view of the world and the future; at the same time, it must have the courage and determination to challenge giants.
In fact, the difficulty of building a complete Internet platform (Web operating system) now is far less difficult than developing a monopoly platform similar to Microsoft 10 years ago, because the Internet platform has not yet been monopolized and is only in its infancy. , there are also a lot of resources available on the Internet (including open source browsers). Compared with Microsoft's desktop platform with the operating system as the core, the Internet platform is already ultra-lightweight. Therefore, it is completely feasible and necessary to build an Internet platform belonging to the Chinese people. The timing is also very good. (Now is a once-in-a-lifetime opportunity), and Baidu also has the financial and resources to build such a platform. Otherwise, China's software companies will still be controlled by others and will still do nothing in the next 10 or 20 years; and Baidu's desire to "become the world's best search engine belonging to China" will only become a goal that will never be realized. dream.
In the eyes of Google, the browser is the future Web operating system; in the eyes of Chinese Internet companies, the browser is just a browser, just a tool. It can be seen that the wise and the mediocre look at problems from completely different perspectives. If we regard the browser as the prototype of the future operating system, the problem will become simple and clear, and I believe some people will be inspired. In addition, looking at every single product in Google's product line, there is no product that the Chinese cannot surpass. This also proves that it is not impossible to build an Internet platform that belongs to the Chinese people.
Everyone knows that it is not easy to challenge a giant, but the giant must also have his destiny. Looking at how Google challenged Microsoft, Baidu should think about how to challenge Google. Many times, you can spend a little money to do big things. Moreover, the Internet is very chaotic now. This "chaos" has actually given Chinese IT companies many opportunities. Heroes emerge from troubled times. It's just that China's IT companies lack heroic business leaders. Robin Li is a Confucian general, not a commander-in-chief.
[The wisdom and vision of imitation]
Let’s go back to the topic of [Baidu’s Death]. Many people in China often accuse Baidu of imitating its competitors and lacking innovation. For example: after Google launched "Map Service", Baidu also launched "Baidu Map"; Google launched "Desktop Search", Baidu launched "Baidu Hard Drive Search"; Google launched "Toolbar", Baidu also launched "Souba Toolbar" ; Google launched "News Alert Subscription", and Baidu also launched "Email News Subscription"; Google launched "Google Answers", and Baidu also launched "Baidu Knows"; Google launched "AdSense", and Baidu launched "Baidu Theme Promotion".
In fact, imitation is very necessary. Imitation is the mother of innovation. There is nothing to be embarrassed about. What’s more, what you are imitating is the most powerful opponent in the world? Besides, what does Microsoft not imitate from others? Only through imitation can we continuously learn the strengths and essence of others. We are here to accumulate technology for our future innovations.
But imitation also requires wisdom and vision, which things should be imitated, which things must be imitated, and which things do not need to be imitated. You must imitate cleverly, imitate quietly, and imitate the "spirit" of your opponent rather than the "form" of your opponent. Baidu often imitates some small aspects of its opponents, but does not know how to imitate and speculate on the strategic aspects of its opponents. Those who imitate their opponents in too many details will often be ridiculed. By strategically imitating your opponent (studying your opponent), you can know yourself and the enemy, and be better than your opponent.
If Baidu imitates Google and builds its own complete Web operating system (Internet platform), I believe no one will accuse Baidu of lacking innovation. At that time, people had nothing but admiration.
The lack of strategic thinking and overall perspective has resulted in Baidu lacking the wisdom and vision to imitate, and Baidu has therefore lost many opportunities to keep pace with its opponents. Until now, when Google's strategic layout has gradually shown some prototypes, Baidu seems to have not realized what its own strategic products are and how to plan and organize its own strategic products. Without strategic thinking and long-term planning, you can often just mess around, drift with the crowd, and lose that calm and confident mentality, which will inevitably lead to a disorganized product line without integrity and endurance. , the core competitiveness will gradually fade and be lost.
[The Internet has no borders]
"Baidu understands Chinese better" was once a loud slogan of Baidu. But in November 2008, Google stated for the first time: "In the three years since it entered China, Google has become the best Chinese search engine." At this time, Baidu can only choose to remain silent, because Baidu itself knows that "Baidu understands Chinese better" has become a thing of the past.
"One trick can serve you everywhere" is a typical idea of small shop owners. It is impossible to have a "hundred-year-old shop" on the Internet. There is no long-term plan, no global perspective, sticking to one's own advantages in one aspect, expecting to rely on the growth of the market to offset the encroachment of competitors, and expecting to rely on the protection of [language and culture] to survive. This kind of thinking is It is unrealistic and destined to not last long.
With our own solid platform, are we still afraid of not being able to break through cultural barriers? In the era of desktop software, cultural differences could not block Microsoft's platform. In the Internet era, can they still block Google's platform? In fact, "Baidu The phrase "understand Chinese better" only survived for three years and lost its meaning under the increasingly sophisticated Internet platforms of its opponents.
Thinking of a joke about Baidu, answer the question: "What does Baidu mean by claiming that [Baidu understands Chinese better]"; the answer: "Baidu doesn't understand English at all." I wonder what Baidu understands and sees from this joke?
In an era when globalization is the general trend, never imagine that you can obtain a long-term "iron rice bowl" in your own country by relying on the protection of language and culture. The industry giants have not dealt with you, but the time has not come yet. A promising entrepreneur should have a sense of crisis, and should use the cultural characteristics and cultural advantages of his country at the appropriate time to bravely go abroad and embark on the real Internet battlefield.
[Strategic Thinking of IT Entrepreneurs]
I wrote this article [Death of Baidu] mainly because I wanted to talk about the topic of [Corporate Strategy]. What Chinese entrepreneurs lack is not diligence or talent. Now they are not short of funds, nor are they short of management. What Chinese entrepreneurs lack is an overall view, a world-class development strategy, and challenges. The giant's ambitions lack the talent and strategy to dominate the world. As Yuan Honggang of Kingdee said, China does not lack software talents or software geniuses, but what it lacks is the accumulation of technology. The accumulation of technology must be based on the strategic vision and long-term planning of business leaders.
A few days ago, I saw a report that Google CEO Schmidt was appointed by US President Obama as a member of the President's Council of Advisors on Science and Technology on Monday. The main task of this committee is to provide the President with suggestions and opinions on science and technology, such as the national science and technology strategy, how to support scientific and technological innovation, etc. In addition to Schmidt, Microsoft chief research and development and strategy officer Craig Moody is also a member of the committee. Some analysts had previously predicted that the position of chief technology officer of the United States would be none other than Schmidt, but Schmidt politely declined. From this report, we can see that the strategic vision of Google (and of course Microsoft) is recognized by the world, and it can already provide suggestions for the entire country's technology strategy, and there are actually very few Chinese entrepreneurs with strategic vision. It is too few, Baidu is a typical example.
It may be unfair to compare Baidu with Google as a whole, but there is still a big gap between Baidu and Google (China). Mr. Kai-Fu Lee's steady strategy in leading Google (Google China) is impressive. Google's invitation to Kai-Fu Lee to join Google and serve as the president of Google Greater China is equally shocking. Google not only has a strategic vision in the construction of Internet platforms, but also has a strategic vision in the construction of talents. At Microsoft, Mr. Kai-Fu Lee can only be a good general, but at Google, Mr. Kai-Fu Lee has become an excellent commander.
In fact, the most terrifying thing about a company like Google is not its technology, its innovation, or its scale, but its watertight, interlocking, and discreet long-term strategy, as well as the American’s uniqueness. Domineering.
Google's foresight is in stark contrast to the short-sightedness of Chinese IT entrepreneurs. Let’s look back at what China’s CEOs said a few years ago: In 2005, Chinese CEOs said that Google (China) had no future; Zhang Chaoyang said: “Google is just a failed company in China”, “Now choose People at Google are ruining their own futures." Robin Li said: "Five years from now, the relationship between Google and Baidu will be that Baidu is the only one, and in terms of market share, it will be difficult for everyone to see Google." What I said a few years ago is quite ironic when I look back on it now. The reason for this cold joke is that Chinese CEOs do not stand high enough and see far enough. They cannot see Google's steady and majestic strategy and the giant Internet platform tank that Google is silently advancing. Without its own core technology and its own strategic platform, China's own companies will ultimately fail.
The reason why we talk so much is that on the one hand, I hope that as an outsider, I can give Baidu a warning (bystanders know better), on the other hand, I also hope that domestic IT people can pay more attention to the construction of China's own Internet platform. Nowadays, some people in the domestic IT industry who have become rich first would rather invest a lot of money in game development (such as Kingsoft's game development, NetEase's game agency), clothing sales (such as Lei Jun's VANCL), Even pig raising (such as Ding Lei's pig raising), but they are still unwilling to invest a little money in the research of China's Internet core technology.
Perhaps Chinese IT professionals have been frightened by Microsoft's monopoly platform. In China, even those who have the idea of building a "strategic platform" will be regarded as crazy by others and will be mercilessly ridiculed and attacked. Slavishness and superficiality are common problems in China's IT industry.
In fact, Chinese software companies have done very well in many individual aspects, but they have never been able to integrate them into a complete platform. There is QQ for instant messaging; Baidu for search; 163, Sina, and Sohu for email; Kingsoft for document processing; and Alibaba for e-commerce. In terms of individual software, China's performance is no worse than that of its foreign counterparts. It's just that everyone is fighting on their own and guarding their own homeland. This kind of scattered landowners fighting on their own is the easiest for the princes to be defeated by their opponents one by one.
Of course, the most regrettable thing for China's IT industry is that it does not have the core of the Internet platform (such as a browser), nor does it have a Web programming language. Cloud computing research also lags far behind foreign countries. No Chinese company is willing to invest too much energy in these basic and core technologies, because these basic and core things often require a long period of technology accumulation. Chinese Internet companies should learn more from companies like Huawei in terms of technology accumulation, and they should also learn more from Chinese astronauts.
【Afterword】
The reason why Baidu has been able to develop to this point is that everyone must understand the extraordinary qualities of Mr. Robin Li. In particular, he has always refused to be acquired, which also proves that he is an ideal and ambitious person. No matter how you say it, Mr. Robin Li is a role model for our Chinese young people. Once he becomes a role model, the expectations of the Chinese people will increase exponentially.
In fact, Robin Li may have thought of problems that ordinary people like us can think of, but may be difficult or unwilling to implement them for some reasons. However, there are many things that Baidu must do and are fully qualified to do, but Baidu has not done them, which makes people feel extremely regretful and sad. Although Baidu has done some projects, it often comes to light after its competitors have launched complete products, and then it rushes to launch similar products. The result was that the best opportunity was lost, and it ended up with a reputation for imitation and plagiarism. Baidu really needs a forward-looking strategic advisory team.
The reason why there are so many criticisms and accusations against Baidu may just be based on the love and hatred caused by the high expectations for Baidu in the past few years. Of course, if Chinese people no longer criticize Baidu in the future, it may mean they have no expectations.
The above remarks may be biased, but the motivation is good, that is: as an IT person, we very much hope that China can produce a company like Google that can influence the world; we also hope that Baidu can benefit from the disadvantageous situation of competing with Google. Get rid of it and let us see a new Baidu. But if Baidu doesn't make some adjustments, then "Baidu's death" will turn from a prediction into a reality.
Due to space limitations, many issues can only be touched upon. Business managers are welcome to communicate and discuss privately.
Atong
April 2009