奇虎360襲擊搜索市場 百度弱點凸顯

Baidu isn't quite China's Google.

百度(Baidu)還不能說是中國的谷歌(Google)。

China's Internet giant has managed to replicate Google's dominance of Internet search, with 85% of the market by traffic in the first quarter, according to web analysis firm iResearch. But with rivals vying for control of the gateway to search in web browsers and smartphones, that dominance can't be taken for granted.

這家中國互聯網巨頭複製了谷歌在互聯網搜索市場的主導地位。據網絡分析公司艾瑞諮詢(iResearch)的數據，按流量計算，一季度百度在搜索市場佔有85%的份額。不過，在競爭對手們紛紛爭奪網絡瀏覽器和智能手機搜索通路的控制權的情況下，百度的主導地位並非高枕無憂。

The clear and present danger comes from online upstart Qihoo 360 Technology QIHU +4.33% . Earlier this month, Qihoo launched its own search function and made it the default option on its popular browser. The most obvious loser is Google, which until now was Qihoo's default search provider. But Baidu also stands to lose market share.

一個顯而易見也是迫在眉睫的危險來自網絡後起之秀奇虎360科技有限公司(Qihoo 360 Technology)。上個月，奇虎360推出了自己的搜索服務，並將之設置爲其頗受歡迎的瀏覽器上的默認搜索選項。在奇虎360的這番舉動中，最明顯的輸家是谷歌，在此之前，谷歌一直是奇虎360的默認搜索引擎。不過，百度也可能失去部分市場份額。

With more than a decade of experience in search, Baidu has quality on its side. In 2011, it outspent Qihoo on research and development by more than three to one. It's difficult to believe that the new kid on the block will be able to compete on performance.

百度在互聯網搜索領域擁有10餘年的經驗，質量是它的優勢。2011年，百度的研發支出比奇虎360高出兩倍有餘。很難相信搜索領域的“毛頭小子”能夠在搜索性能上與百度相抗衡。

But with more than 20% of China's browser market, Qihoo has a powerful distribution network. That doesn't guarantee success. Tencent Holdings' TCEHY +0.53% hundreds of millions of instant messenger users haven't translated into market share for its search function. But assuming at least some users are too lazy to change the default, Qihoo should gain some search-market traction.

不過，憑藉其在中國瀏覽器市場逾20%的份額，奇虎360擁有強大的分銷網絡。但這並不能保證奇虎360能在搜索市場取得成功。騰訊控股有限公司(Tencent Holdings)擁有數億即時通訊用戶，但這並沒有使其搜索服務所佔市場份額大幅擴張。不過，假如一些用戶懶得改變默認設置，奇虎360應該能夠在搜索市場奪取一定的份額。

Investors aren't taking any chances. Baidu's stock price has fallen 16% from its mid-August high. Qihoo's stock is up nearly the same amount over the same period. That seems like an overreaction to the immediate threat. But even if Baidu manages to see off Qihoo, the sneak attack is a reminder that dominance can't be taken for granted.

但投資者則相當謹慎。百度股價較8月中旬的高點跌了16%，同期奇虎360股價則上漲了幾乎同樣的幅度。這看似是對即刻的威脅反應過度了。不過，就算百度能夠擊敗奇虎360，奇虎360的偷襲也提醒人們主導地位並不是天經地義的。

Google has spent big on developing its own Chrome browser - now the most used in the world, according to web analytics company StatCounter - and Android mobile operating system. That has been expensive. But that means that it controls the routes into search from computer and smartphone. Google+ hasn't enjoyed the same success but shows it is responding to the threat from social search as well.

谷歌一直在斥巨資開發自己的Chrome瀏覽器和安卓(Android)移動操作系統。據網絡分析公司StatCounter的數據，Chrome目前是全球使用最多的瀏覽器。谷歌的這類研發花費不菲，但這也意味着谷歌能對電腦和智能手機搜索的通路擁有控制權。谷歌社交網站Google+則沒有這麼成功，但也顯示出正在對來自社交搜索的威脅做出反應。

Baidu, by contrast, has been relatively timid in expanding beyond the core search business. Its PC browser has attracted relatively few users. Its social offering got the cold shoulder from China's Internet users. Market share in mobile search is below that for PCs, though Baidu is moving aggressively to turn that around.

與此相反，百度對其核心搜索業務之外領域的涉獵一直相對謹小慎微。百度個人電腦瀏覽器吸引的用戶數量相對而言微乎其微，其社交網站則受到中國互聯網用戶的冷遇。百度在移動搜索市場的份額低於在個人電腦搜索市場的份額，不過百度正在積極扭轉這一局面。

Qihoo's smash-and-grab raid might not have a lasting effect, but it shows Baidu is vulnerable to those who control the pathways to search.

奇虎360的襲擊可能不會產生持久的效果，但這卻顯示出在那些控制着搜索通路的公司面前，百度也是有弱點的。