从百度HI看百度战略意图

从百度HI看百度战略意图

 

文/王易见(欢迎介绍工作，翻译和约稿等合作)
    QQ543415188  MSN [e-mail]   

 

最近百度出了自己的IM工具，引起了评论圈内很多朋友的关注，大部分人是认为百度HI不太容易撼动腾讯QQ的位置，其实，作为即时通讯这种非常有用户粘性的互联网应用来讲，想要彻底瓦解QQ的堡垒当然是很困难的一件事情，不过如果能持续积累用户，形成“三分天下”的局面也未尝不可啊，很多人都同时使用QQ和MSN，那么再添加一个百度HI应该不是是么难事，市场还是容得下的。 

 

就部分评论员认为百度HI命名有问题，我觉得这个反倒不是太大的问题，拿QQ今天的地位来说，大家习惯于使用QQ作为身份的一个标志，因为QQ有这样的品牌影响力了，而百度HI没有，百度HI要想迅速扩大影响力，首要的就是取一个耳熟能详的名称，至于说HI能让人产生不好的印象，我觉得这正是百度需要做的事情。就是把一个既定的有知名度的概念先吸纳过来，提升知名度之后再以自己的理念去诠释它，这是一种巧妙的营销手法。岂不知脑白金广告为何能传遍大街小巷？都是这个道理。Hi这个名称很简单，很容易记住，这也验证了我们经常说的越简单的东西就是越有价值的东西。 

 

其次就是战略意图问题，百度和腾讯不同，腾讯是先基于QQ然后再扩大到其他业务，好比是城市包围农村战略，而百度则恰恰相反，百度旗下拥有多个产品，需要一个工具予以彻底整合，当然非IM莫属。其实这种思想在门户中也有所体现，例如新浪和搜狐的纸条信息，淘宝的旺旺等等。可见，IM系统绝非即时通讯那么简单，IM系统要成为圈用户和圈服务的工具，而不是简单的聊天工具。 

 

其三是市场问题，市场容量能否容下百度HI，我觉得这主要取决于百度有没有这个决心和耐心。新浪UC和网易泡泡都不是太成功，这在某种程度上印证了QQ王国的稳固，而Google的Gtalk也不太成功，这也说明了即时通讯的粘性。但正是这种粘性才让即时通讯变得如香饽饽一样为兵家必争之地。中国的网民还在增加，互联网服务也还在扩大，因此，这个市场应该能同时容下几个即时通讯巨头。当然，可能最牛的还是要属QQ，但其余的可能会在某个领域称雄，毕竟，在互联网细分化的今天，一味的大而全也不是明智之举。 

 

所以，不管百度HI是否能真正打败QQ，都是互联网的一件幸事，多了一个产品也就多了一项服务，多了一项选择。

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Analyze the strategy of Baidu from “BaiduHI”

 

Recently Baidu published IM product whichis called “HI”, which attracted many attentions. Most friendsthink that Hi can’t share the status of QQ. As a matter of fact,IM is one kind of internet application which can stick the users.So it is difficult to break down the pioneer for the challengers.However, if the users can be accumulated, it will share the market,HI can also be taken in by the market besides QQ andMSN.

 

Some commentators consider that the nameof Hi is unsuitable. I don’t care about it. Just take QQ asexample, so many friends are accustomed to use QQ and take it asanother kind of identity. Just because the brand of QQ is wide andpowerful, Baidu need make its name easy going. Then it can expandthe effect. It can bring forward new conception from old name. Itneeds to be interpreted, which is one unusual method to createbrand. HI is an simple name, please remember that the simpler theproduct is, the more value it creates.

 

The second problem is strategy. Baidu isdifferent from Tecent. The most fundamental business of Tecent isQQ, but search engine is more significant for Baidu. Tecent expandsits business from QQ. But Baidu owns a large scale of products; itneeds HI to make them together. IM is not only informationmessenger but also the product which can circles its users andservice.

 

How about the market? The capacity ofmarket is big enough. So whether Baidu can succeed or not, thatlies on the resolution and patience. The failure of Sina UC andNetEase PoPo can prove that QQ is fixing and security. The failureof Gtalk can prove that the viscosity of IM is beyond ourimagination. All competitors need to occupy the filed. Of coursethere may be several competitors can exist. The king is still QQand other can win in some special field.

 

Whether Baidu HI can beat QQ or not, it isa good news for Internet, the more products are, the more serviceis, the more choices can be make.