The war between Tencent and 360 seems to have come to an end, but its subsequent impact will be profound, and both companies will have to pay a heavy price for their wrong choices.
At 6 pm on November 3, 2010, Tencent sent an open letter to hundreds of millions of QQ user groups in China, announcing that from now on, and 360 "have me without him", QQ software will stop running on all computers with 360 software. This caused an uproar in users and the industry. Under huge pressure, Qihoo 360 changed its past calm momentum and urgently lowered the "buckle bodyguard" launched for Tencent in a low-key manner. "Urgent moment." So far, China's Internet "First War" officially broke out.
Before the official start of the war, Tencent Empire had contacted other big names in Baidu, Shanda, Jinshan and other industries as allies. From the current point of view, the 360 ​​under Zhou Hong will be the first to be eliminated. But 360 is not alone. "The enemy of the enemy is a friend", this is a principle that Zhou Hong believes. Although the "anti-360 alliance" is powerful, there are many enemies.
In the field of input methods and online games, Tencent makes an enemy of Sohu; in the field of music services, Tencent competes with Kugou; in the field of software optimization, Tencent competes with Master Lu; in the field of browsers, Tencent competes with UCWEB and Window of the World; in the video In the field of download and download, Tencent competes with Thunder, Fast Broadcast and Storm Video; in the SNS field, Tencent competes with Renren.com and Kaixin.com; in the search field, Tencent competes with Baidu, Sohu, Netease; in the field of online games, Shanda, NetEase, Sohu is its opponent. In the field of instant messaging where Tencent has a monopoly position, the instant messaging YY of Duowan.com has surpassed MSN, second only to Ali Want, and has also become a rival of Tencent. It can be said that Tencent's business is in full bloom, but it also fell into the notoriety of "public enemy".
The First World War that broke out in 1914 and the Second World War that broke out in 1939 were all disputes between countries. Tencent and 360 are also a battle of interests. But Tencent kidnapped users to its own chariot through persecution, which is no longer just a dispute of interests. Its ultimate goal is to maintain its first hegemony in the Internet world. Therefore, any empire that threatens this status may be attacked or even eliminated.
Principe's bullets have been fired. The war has begun.
Prequel of war
This is a long-planned war. This is a "desktop" and "bottom right" war. Similarly, this is also a pop-up battle.
One is an information security technology company, and the other is an Internet enterprise that provides services such as instant chat, portal news, and games.
Tencent started from the chat software QQ, with its huge user base in the Internet market. On its QQ platform, it integrates various Internet applications such as games, music, online payment, and news. With the derivation of its product line, the imitated Internet companies began to decline due to the loss of users.
Some measures that Tencent started last year made 360 ​​gradually uneasy. In 2009, Tencent launched QQ Doctor, which is also positioned as a security software, but it performed mediocre. During the Spring Festival in 2010, Tencent upgraded this software.
"Tencent bundled QQ doctors to QQ and forcibly promoted them in second- and third-tier cities, and they immediately had 40% of the installed capacity." 360 Vice President Liu Jun said.
At the time, many 360 employees on vacation were summoned back to respond to the threat from Tencent.
But on the surface, it still seems calm, and it seems that Zhou Hong has calmly accepted the reality that he will become a prey under Tencent's claws.
Zhou Hong even praised Tencent founder Ma Huateng and Tencent products on multiple public occasions, and also claimed that Tencent will never become a competitor of 360, because "Tencent is an entertainment company. Very professional companies are more focused on solving problems. " Even after Tencent forcibly upgraded the QQ doctor to a QQ security butler product in June this year, after deeply touching the field of 360, Zhou Hong was still full of beautiful words for Tencent at the China Internet Conference in September.
The direct fuse is the release of Qihoo 360 privacy protector on September 27. The scan object of this software is Tencent's instant messaging software QQ. The scan results show that QQ has the behavior of viewing users' private files, data and other private information. This move came straight to the 360 ​​backyard. So Zhou Hong tore his smile, and slashed towards Ma Huateng.
From the launch of the 360 ​​Privacy Protector on September 27 by 360 Security Guards to the launch of the buckle bodyguards on October 29, 360 ’s fist move hit Tencent ’s pain in just one month. This is obviously a preparation, not a Simple see tricks. In fact, 360 and Zhou Hong have been paralyzing their opponents with smiles, and only when the time is right will they shoot.
Zhou Hong once described himself as a "person who likes to fight and is good at fighting." In the eyes of the industry, he is a person who always needs to be careful. In 2001, Zhou Hong ’s 3721, Baidu, and CNNIC fought on the user ’s computer for the IE address bar, which caused the user ’s computer performance to decline. As a result, 3721 became synonymous with rogue software, and Zhou Hong also won the title of "father of rogue software".
Although Zhou Hong said in public that this is an opportunity to learn Tencent up close, it can still be seen from some clues that Zhou Hong will fight on Tencent's invasion of his territory.
In May, Zhou Hong wrote on Weibo: "On the Internet, small companies beat large companies, and there is no way out for improvement. They can only rely on subversion."
Pop-up battle
On Wednesday, October 27, the fighting was heating up.
Tencent, Jinshan, Baidu, Maxthon, Ke Niu and other companies issued a "Joint Statement Against 360 Unfair Competition and Strengthening Industry Self-discipline", resolutely opposing 360 unfair competition, calling for strengthening the self-discipline of the Internet industry and creating a good environment for the healthy development of the Internet .
These five companies have complaints with 360. In March, Baidu Toolbar and Address Bar were defined by 360 Security Guards as "bad reviews plug-ins". Users were advised to uninstall and Baidu was brought to court; in May, 360 Security Guards forcibly uninstalled Jinshan Net Shield; in the same month, Ke Niu As soon as the company's anti-virus software can be launched, 360 was diagnosed as a bad review software and was blocked; before that, Qihoo 360's 360 browser products and Maxthon browser were fiercely competing for the browser market.
Tencent and his allies began a more direct attack on Qihoo-pop-up window.
In the subsequent pop-up campaign, a large number of pop-ups were used three times. Two of them came from Tencent: The first time was due to online privacy. Tencent used QQ pop-ups to issue announcements to users across the country. Although no surname is given, it also indicates the dispute between Tencent and 360. The second time was October 27. Tencent used a pop-up window to announce to users a statement jointly issued by Tencent, Kingsoft, Baidu, Aoyou, Ke Niu and other companies, and blatantly opposed 360. Then 360 also used the pop-up window to return to Tencent.
Zhou Hong's response to this alliance was extremely sarcasm. He said on his Weibo: "One is a plagiarist plagiarist, and one is a profitable and fake drug dealer. He found several Loser and issued a statement against 360 unfair competition. 'S statement, which is a ridiculous thing in itself. They are afraid that 360 exposes their behavior that damages users and delays them from making money. Today, even a Martian, as long as they are mixed on the Chinese Internet for a few days, they know exactly Who is unfairly competing. "
At 23:43 in the evening, as the earliest netizens who paid attention to this war exclaimed: "Pop up! Pop up! 360 has finally popped up!" 360 also propagated its own statement of return in the form of a forced popup .
Unlike Tencent ’s way of popping up a small window message in the lower right corner of the screen, the 360 ​​pop-up window jumps directly to the center of the user ’s desktop, which is several times larger than the QQ pop-up window. 360 is titled "Tencent's Retaliation for Protecting User Privacy", and it is intentionally added after the news that "Tencent's pursuit of interests is more than that. According to media reports, Tencent CEO Ma Huateng has nearly 30 billion yuan. But still receiving the subsidies for affordable housing ".
The war of words between the two companies has attracted the attention of many netizens, all of which are caused by the strong push of the client. In this sense, hundreds of millions of netizens are "forced to watch."
On the evening of October 28th, Qihoo 360 employees stayed for a meeting, and Zhou Hong decided to launch a security tool called Buckle Bodyguard. An important function of this software is to make the QQ startup program smaller by disabling and enabling various plug-in functions of QQ, so as to accelerate QQ chat.
"There are many people within us who object to this decision, because the impact will be nuclear bomb level." Tu Jianlu, director of 360 Corporate Communications Department, said. However, the opponent was persuaded by Zhou Hong.
At noon on October 29, the Buckle Bodyguard was officially released.
Ma Huateng, who was informed of the news, angrily shattered the cup that accompanied him for many years in the office. The younger brother, who has always shown Wen Yaping and his image, lost his calm under pressure.
War escalation
November 3rd is another Wednesday. At 18:20, Tencent used a pop-up window to express to the netizens the difficult decision it had just made: "Before 360 ​​Company stops plug-in infringement and malicious slander on QQ, Tencent will stop running QQ on computers with 360 software."
Tencent said in an open letter: "360 has already hijacked and destroyed QQ on the user's computer desktop. We could have chosen technical confrontation, but considering again and again, we still decided not to let your computer desktop become a battlefield and put the right to choose software I ’ll leave it to you. â€Despite Tencent ’s more euphemistic statement, its determination not to coexist with 360 is obvious.
This announcement marked that the two parties participating in the war formally entered the climax of the war from the air.
Tencent's decision means that hundreds of millions of Chinese netizens must also make a "difficult decision": QQ and 360 software, users must delete one of them.
How will 360 respond? Become the focus of discussion and attention.
At 18:50, before 360 ​​released an official statement, Tencent issued another statement saying that the deduction bodyguard launched by 360 had been used to "terrorize" and "deceive" users to tamper with QQ, and called on users not to use 360 ​​software. And, don't use 360 ​​software to backup QQ data, "to prevent personal data from being stolen." This is less than half an hour after Tencent's previous "difficult decision".
At 19:18, 360 issued an announcement to the news media and formally expressed its position. It accused Tencent of threatening users, and revealed that "it has been fully prepared to ensure that everyone can continue to use QQ and 360 software at the same time. The corresponding measures will be launched as soon as possible. Please wait."
Two minutes later, Zhou Hong said on Sina Weibo that he had a plan for Tencent ’s move. 360 will launch a WebQQ client to ensure smooth chat for users, and access the QQ through the webpage to achieve coexistence between the two parties. He then posted two access addresses.
At 19:40, 360 officially announced the launch of the WebQQ client to the outside world through a press release, saying that when users log in to the 360WebQQ client, they will create a new independent window, and users do not have to worry about QQ being accidentally closed because they are in the browser. When the user closes the window, QQ can be hidden in the tray area to continue running.
Ten minutes later, Tencent closed the WebQQ website entrance. Both web.qq.com and web2.qq.com have jumped to "a letter from Tencent to the majority of QQ users." At the same time, QQ Space also announced that it does not support 360 browser access.
Since then, the official website and download page of the 360 ​​buckle bodyguard cannot be accessed normally. In addition to a piece of news on the 360 ​​homepage, no entry related to the 360 ​​buckle bodyguard can be found.
21: 10,360 said that due to the technical conflict between the buckle bodyguard and Tencent QQ, in order not to cause harm to users, this product has been temporarily offline. For the follow-up related situation of this product, 360 did not give any position.
It has been nearly three hours since Tencent started the first shot of the upgrade battle. When the onlookers thought that 360 had lost and intended to end the onlookers, 360 suddenly played a "warmth card."
At 21:30, 360 issued an urgent letter of help to netizens, claiming that it is an urgent juncture for 360 ’s life and death, and urged users to stand up firmly, “Disable Tencent QQ for three days to show protests against Tencent ’s disrespect for users’ rights. During these three days, you or your friends can use other chat tools such as MSN or Fetion instead. "
After the emergency letter of 360 was issued, public opinion fell into a brief calm.
An hour and a half later, at 23:00, Tencent released "three reconciliation conditions", requiring "360 must complete the uninstallation of the deduction bodyguard and privacy protector on all clients, immediately stop intercepting Tencent and other legal programs, and open Commitment not to intercept Tencent programs in the future, and publicly promise not to release any software that attacks Tencent products in the future. "
At the same time, an open letter sent to all employees by Ma Huateng, chairman of the board of Tencent, was exposed. Ma Huateng made it clear in the open letter: "This battle with 360 will continue, but because Tencent really puts user value first, we firmly believe that we will win the support of users and win this battle."
On November 4th, at 0:38, 360 released the latest statement on Tencent ’s forced netizens to uninstall 360 incidents: “Tonight ’s QQ forced netizens to uninstall 360 incidents are no longer a grievance between 360 and Tencent. It is a matter of how Tencent treats the legal rights and interests of its 600 million registered users. 360 asked Tencent to immediately stop the illegal behavior of forcing users, and publicly promised to respect user choices in the future, safeguard the legitimate rights and interests of users, and apologize to all users.
Truce
On November 4, the situation began to ease. The fierce battle between Tencent and 360 seems to have shown signs of reconciliation.
On the morning of the 4th, Tencent held a press conference in Beijing. The press conference opened with a crying statement from the general manager of the public relations department Liu Chang. "This is the most tragic encounter (fight) in the 12 years since Tencent was founded. Last night more than 10,000 employees of Tencent stayed up all night, especially the colleagues of the product team. I want to tell you how helpless and how we made this decision. It ’s not enough, but it ’s also a very firm decision. â€
Questioning hundreds of millions of netizens about the practice of "can only choose one of the two", Tencent CTO Xiong Minghua responded: "The most important premise is its (360) hijacking and harm." He revealed that before 360 ​​had used SMS, telephone, etc. The method threatens some senior executives of Tencent and proposes to either cooperate, "If you don't cooperate, kill you", and Tencent initially adopted the "minimum method of resistance"-avoidance.
"Tencent may release evidence of 360 threat messages received by company executives in due course." Xiong Minghua said.
When explaining why it is necessary to decide for users to "choose one of two" without going through the judicial process, Xiong Minghua bluntly stated that they could not afford it. "It may take a year from prosecution to defense, but the strong promotion of withholding bodyguards has enabled us to have nearly 20 million QQ users who have installed within two days."
Regarding what action Tencent will take next, Xiong Minghua said: "We hope this storm will end as soon as possible and protect users."
Tencent also said that it very much hopes that in the future, Chinese networks will have a relatively fair and non-profit organization in charge of virus and Trojan killing.
Liu Chang revealed that Tencent has a report from the most authoritative security monitoring agency in the country, "Budging a bodyguard is an illegal plug-in."
Following Tencent's press conference, Qihoo 360 published an open letter to users and decided to shelve the dispute between the company and hope that the Chinese Internet will return to calm as soon as possible. "Here, we are asking everyone affected by this incident Users express our apologies. "
In an interview with Xinhua News Agency, Qi Xiangdong, the president of 360 Company, said that he had reported the situation to the Ministry of Public Security and the Ministry of Industry and Information Technology, while Tencent said he had been communicating with the Ministry of Industry and Information Technology.
An expert from the Institute of Telecommunication Research of the Ministry of Industry and Information revealed on Weibo yesterday that the official investigation procedure was officially launched. In the afternoon, Tencent and 360 were questioned at the Communications and Security Bureau of the Ministry of Industry and Information Technology. According to the media, there is "no information to release" at this time.
Afterwards, the China Internet Association met with relevant persons in charge of Tencent and Qihoo for an interview. Shi Xiansheng, assistant secretary general of the China Internet Association, revealed that during the talks, the China Internet Association recommended that the two parties not act excessively when dealing with conflicts.
Shi Xiansheng said that the current dispute between Tencent QQ and Qihoo 360 continues to escalate and even affects a large number of users, which is very unwilling to see the association. "The competition of Internet companies should not be based on the interests of users."
After mediation, both Tencent and 360 said they would adopt the recommendations of the China Internet Association. At present, the two sides have reached a preliminary consensus. 360 said that the QQ and 360 software have been partially restored, although Tencent denied it, and when users use QQ, Tencent will still pop up a "letter to a large number of QQ users", asking the user Between QQ and 360, "choose one of two", but most users report that the two softwares are in fact partially compatible.
War without winners
In the process of Tencent building its own empire, it seems that it has never encountered resistance. When Qihoo 360 waved a buttoned bodyguard and rushed towards Tencent's windmill, Tencent was a bit misguided. The war seems to have entered a quiet period, but there is no winner on both sides.
According to Hong Kong media, Zhou Hong had personally visited the investment banking community in Hong Kong in late October, expecting 360 to be listed as soon as possible, but many investment banks refused to meet with Zhou. An unnamed Hong Kong investment bank executive said that the possibility of a 360 listing in the short term is very small. This means that 360 is likely to do everything in this difficult situation for his own director.
360 attacking Tencent requires a lot of public relations expenses to get the media and hire "Internet thugs." Previously, 360's annual public relations and promotion fees were more than 30 million yuan, and once the war started, the public relations fees would double exponentially, which is a huge pressure on 360 with an annual profit of less than 100 million yuan.
Once the monthly income of 360 million yuan is exhausted, it can only rely on external blood transfusion. But who is willing to transfusion to a company that is fighting with many Internet companies and is facing a battle of life and death? More importantly, the road to listing has been basically blocked. Everyone knows that now it is absolutely indefinite to lend money to 360. The old Chinese saying is: help first, not help the poor.
Tencent's life is not too good.
On November 4, Li Changqing, a Beijing-based law firm in Beijing, publicly stated that he had submitted an application to the State Administration for Industry and Commerce on the alleged abuse of market dominance and forced users to uninstall 360 software, requesting an antitrust investigation against Tencent.
Li Changqing pointed out that according to relevant market reports, Tencent's share in the instant messaging market has reached 76.2%. According to relevant regulations, Tencent is already in a dominant position in this field, and Tencent ’s actions clearly violate the provisions of the Anti-Monopoly Law of the People ’s Republic of China (hereinafter referred to as the “Anti-Monopoly Lawâ€). Abuse of market dominance. Li Changqing said: "I am shocked that the vicious competition in the Internet field has hurt the majority of Internet users. As a legal person, I feel there is a problem. And, I have represented many anti-monopoly lawsuits. The situation is more sensitive. "
It is worth noting that Li Changqing was entrusted by Hebei Tangshan Renren Information Service Co., Ltd. to apply for an antitrust investigation against Baidu, which became the first case of antitrust investigation in the domestic Internet field at the time, but the matter has not been described so far. The news appeared on 360 and other web pages after it was announced on November 4, and the industry believes that Li Changqing is also entrusted by 360 this time. In this regard, Li Changqing denied that he was entrusted by Tencent's competitors. He said this was an application made by him personally and did not represent any other organizations or individuals. He is currently collecting more information and evidence to submit to relevant departments.
Regarding the behavior of peers, You Yunting, an intellectual property lawyer of Shanghai Dabang Law Firm, also pointed out that Tencent may be suspected of violating antitrust laws. "Tencent has achieved a dominant position in the field of instant messaging, but not yet in the field of security. Last night, Tencent's behavior was suspected of abusing its dominant position in the instant messaging market to crack down on unrelated fields." You Yunting particularly emphasized that this judgment is in line with Tencent's It is irrelevant to ask users to delete their 360 security products and recommend their QQ computer housekeeper.
Since the implementation of the "Anti-Monopoly Law" on July 1, 2008, there have been no application cases in the Internet field. Now, is this company likely to be Tencent?
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