Such as:
In fact, such a scale today Baidu, Robin Li, the individual will indeed become more and more difficult to be rapidly implemented. Early in January 2008 annual meeting of the company, Baidu arrangements for employees to the company's management routine questions. After the meeting, Li could not help feeling, said: The new situation in which Li and his staff might have some strange between. This is not limited to new entrants to the lack of Baidu or contact with his employees, many working, leaving Baidu executives have ever had for him words of controversy. In some high-level view before Baidu, Robin Li is having a subtle change. He was originally a happy decentralization of management, when the larger size of the company, Lee has become China's commercial star, he began to lose the fine managed to pull every aspect of the self-driven, that is open to question.
fact, often a long time ago for some of my colleagues complain that decisions or small, do not know how to think is high, the original, they thought, at least not a good thought. it is no wonder confusion below the
in the early process of rapid development, many of the underlying code of Baidu in the new code will be more and more problems arise. For example, an obvious problem is that this code structure does not support automatic test mm it is clear that programs written in a product, the manual testing is an inefficient and time-consuming process .
two years ago, Li's old boss in the Infoseek Zhang Wei (William Zhang) to access Baidu as chief scientist of the time, had tried to implement the code refactoring and automated testing, but in the end because of inadequate allocation of resources to promote fatigue. Baidu internal technical staff said that they failed to complete the two reforms, the main reason is because this is not an School of thought. He felt unable to innovative and creative, but to changes in market-based.
this pair and colleagues have explored before, to meet the market, that most ordinary users, especially younger Internet users demand Or lay the foundation for the cause of evergreen and is indeed a contradiction. and the latter difficult to quickly bear fruit, not a fast track things, so unpopular in BIDU. BIDU favorite is the big fast, the person is not enough, internal redeployment and recruitment. anyway to give you a time, you can put things out, give me out to OK, this is the performance, or else no chance. As to how to design, system interoperability or not, the upgrade costs, and no one visits these elements.
Full Text:
2008 年 11 17, is founder Robin Li, Baidu's 40 birthday. That night, Lee unprecedented to do a birthday party. In Feng Lun, Pan Shiyi, Zhu Xinli, Tim Chen and other business people around among the very feelings Lee: He first produced the idea of holding a birthday party, or ten years ago. Over the years, Lee has always been low-key temperament made certain achievements in hopes of a compensation after the aspiration, in a moment, have reached Buhuozhinian .
this wish come true, the night is bound memorable. Gongchoujiaocuo guests, the Lee's company is being Wall Street, Its shares fell $ 44.8, with a total market value has shrunk by 25%, 1.4 billion U.S. dollars this evaporation mm which is equivalent to the total market value of Sina.
as Nasdaq stocks over the past three years, one of the most sought after, so scenes of panic Baidu is the first time. and in its home market of China, the situation is more complex. network, media room, on the Baidu search results, business models and endless discussion of business ethics.
occurred two days after it all began However, the two residual sound incessant television news. which, Baidu accused of publishing false advertising, or even suspected the existence of marketing extortion. Although the two statements show total length of only 10 minutes, but they have become the fate of Baidu turning point: the business model can be Wall Street's continuing concern for the evaluation of Baidu greatly reduced, and in business ethics that in 2008 a very sensitive topic in China is the weakest point, but also tarnish the Baidu brand.
the past month, the magazine interview Robin Li, Baidu, including job or leave, including high-level dealers, grass-roots sales staff, competitors such as Baidu parties about forty people.
by Li himself, ; in so many years of rapid growth, we neglected the management. Baidu is the fate of their own. If ten years ago, Stone, Lenovo restructuring of their stories on behalf of a generation of Chinese Enterprises, today's Baidu represents the new wave of Chinese companies: they are amazed by the capital market, but also Wall Street each day in the next game.
Robin Li, the harvest was 13.0 billion in paper wealth individuals, and a 2.3 billion sitting in cash, the company leading China's Internet industry. but he has to bear seems more: alongside executives have left the company in the stock market have become impulsive noise, high-speed expansion under the pressure of competition management challenges, constantly changing market expectations, and could have sat pontificating peer into their own hh opponents within, poor social, technical background of Li, the Chinese just become the most influential current and in the future masters of the media platform, which also forced him to change yourself.
in after the storm, Baidu both short-term response or long-term adjustment, are worthy of careful examination of: It is in the throes of a relatively intense, the face the problems squarely and resolve it, it may become a more robust character of the company.
tipping point
This is destined to become the most critical moment in the history of the Internet is one.
11 15, Saturday afternoon, Li Ye received friends from the phone company COO. Ye told Lee just CCTV the next day the same period, the same program, CCTV launched on the same topic continuation coverage, and pointed out that Baidu's sales staff to help customers fraud, extortion and even marketing of the suspects there.
closing time, Li has occurred for all the judgments of all is: term altogether, for review.
but it was too late.
on TV after all, the major investment banks have been looking in the eyes of analysts, Morgan Stanley, Goldman Sachs, Swiss Citigroup's report and the letter and on the expected price adjustment of Baidu, triggered sustained fear. Then in January, the Baidu shares dropped $ 102 minimum. reduced when compared with the beginning market value of more than 70%.
I predicted to be serious. coerced the short-term large doses of negative reports, more or less shaken the confidence of many of Baidu users. since 9 months, Baidu's right and wrong on too many: deer for its public relations firm hired shielding Baidu search results relevant documents; soon, Baidu Alibaba is one big customer to monopoly, let Li finally admitted: , communication to explain the same time, Baidu's advertising system will be prepared in the into a vortex of negative news: Female employees were killed and enterprise search sector layoffs hh at the time, Baidu had internal discussions: , a series of medical-related ads have been withdrawn, Baidu's foundation has not been substantive impact. even its rival Google also think so. many Google people with market share to bring qualitative change: Although the results of the fairness of touch, but it does not like the in the Sanlu melamine are generally destructive, and, so far Baidu's technology and business is still quite good, it will not trigger a domino effect. It is familiar Google, say, over the past month, Google's traffic in China has improved significantly, but, even the most optimistic people also believe that Baidu reduction in the current round of crisis up to about 3% market share.
Well, this What's the difference once the crisis?
the most fundamental change is that Baidu's honeymoon with Wall Street is temporarily interrupted. Over the past three years, although periodic Baidu expose problems, but the high-growth performance and a quantum rising stock prices do not have to let it have time to take into account their own shortcomings. Now, the cold, the capital market so Baidu has more than enough room for introspection cool. Of course, this also means that it finally has to face the accumulation of all the listed cause, thorough debugging.
not ready
Baidu is not the first nor the last one dealing with Chinese companies and Wall Street, but no doubt it is the most special of the story. listed on the first day, a record it shot up 354%. If the outside world was also on the capital market recognition of the extent of dubious Baidu, followed by two years it went straight to $ 400 all the way to really make people envious of the growth curve.
2008 year, there have been entrepreneurs for publication , told reporters that people from Baidu is very difficult to dig: the beginning of 2007 and its share price has only 100 U.S. dollars to succeed, to the end of the year to become a $ 400 mm this year, the growth of three times, so difficult to adapt the staff to leave Baidu After all, most start-up companies can not provide a quick and glorious return.
today's perspective, this statement also applies to Baidu itself. When a company's market value in 12 months, turned on four times, and its core Most of the stock and holding a staff, state of mind is impossible not be affected.
, of course, is really important is that Baidu had not prepared to meet the soaring stock prices go hand in hand after the challenge? Baidu how to deal with executives to leave possible? when the company has more capital recruiting, how to ensure the quality of the expansion? ups and downs of the company when the stock price up and down emotions, not let it spread and how to manage their own?
Looking back on these issues if Baidu not a lack of preparation, at least inexperienced.
For example, many executives to join its early fast becoming a real rich. so that they could not help but think that the next step in life: to go out business, or simply enjoy life. resigned persons, including some very key role in Baidu .2006 December, the company CTO Liu Jianguo officially leave at the same time, COO ZHU Hong-bo (blog) also made six months after Li left to the application.
Obviously, Li this surprise. he recalls, ZHU Hong-bo to resign that day, his hardly sleep last night. his bed, he had too many doubts to yourself: I where to find the next COO? me how long? if not then in place in time, the company will see what the problem? too much inbreeding as internal promotion, help companies to improve weaknesses. But to the outside world looking for a fit that is both operating experience and culture of professional managers Baidu in China today are also not easy to move. until this June, that is eighteen months after the resignation of Zhu, Baidu finally landing in China to the Apple retail and consumer business unit general manager leaves friends.
But Baidu's advertising sales and can not have the slightest relaxation. from 2005 to In 2007, Baidu's revenue growth has been double-type, profit rose nearly ten times more .2007, and its revenue reached 1.744 billion yuan, profit of 6.29 billion yuan. Even so, compared to the reference system in the U.S. Google (16.6 billion U.S. dollars in 2007 revenue, net profit 4.2 billion), and even domestic players in the same grade Tencent (38.2 billion in revenue, profit of 1.56 billion), Baidu's earnings and its dominance on the Chinese Internet seems to still not commensurate with . It allows Baidu reason to believe that their search-related revenue in the mining space there too.
side of the coin is the top management responsible for operations leaving a power vacuum, the other side is the need to turn full-year sales the double layer is not difficult to imagine what it means for the implementation.
a former Baidu's sales force in Guangdong PPC introduction to the publication, Baidu's sales management is down every month sales tasks assigned, if not complete, it is likely to be dismissed, even if the stay, will keep raising the standard sales tasks. in proportion to the increase, probably 2.4 million of the. as if you completed this month, 110% desperate task, and next month have added to a yoke. way to achieve results. In particular, the high cost of developing new customers, they have tried to retain existing customers, so many stopped on the PPC website, sales staff will continue to call the past to convince these people to re-run PPC mm which allows advertisers Baidu and its relationship to the not calm.
faster under such a big, a lot of administrative details to be ignored. For example, in Baidu's bid ranking direct sales and agents in the same area for a sales team, will staff a local small business owners in the phone book, but these people do not have specific division of labor, we do not know which phone is the colleagues have played. It allows small business owners a day from several different phone salesman Baidu situations have occurred. Although the pressure is enormous, but salary is only 800 to 1,200 yuan, resulting in highly mobile sales team.
Li is not that this completely ignorant mm It is said to ;: can imagine, Lee will not be the only guard in Baidu. Over the past four years, Baidu team from 300 to 7,000 employees, plus agents team, commercial operations will be more than just people. already requires meticulous precision grinding, but generously in the capital market under the recognition and pursuit, but had no time are not worthwhile a look.
The end result is that everyone can see, Baidu has a number of sales personnel to sell relaxation of the advertising sales and infinite scale, and was large enterprises. so the sound may sound very harsh, but compared to the criticism on television, but more moderate.
Li's role
In fact, such a scale today Baidu, Robin Li, the will of the individual indeed become more and more difficult to be rapidly implemented. early in January 2008 annual meeting of the company, Baidu's management arrangements for employees to routine questions. After the meeting, Li could not help feeling, said: some of what employees want. . This is not limited to new entrants to the lack of Baidu or contact with his employees, many working, leaving Baidu executives have ever had for his controversial words. in some high-level view before Baidu, Robin Li, is producing the subtle changes . He was originally a happy decentralization of management, when the larger size of the company, Lee has become China's commercial star, he began to lose Xikou every aspect of the self-driven management, View Li felt a lot of international investment: He went to one every three months in Japan, about 5% to 10% of the focus on Japanese business. but these inputs did not produce consistent with their expected returns. According to the staff of the Baidu Journal said the company is Baidu Japan in 2008 as the end goal is to enter the Japanese top 20, but so far, Baidu's ranking in Alexa users visit the Web site only in Japan more than three hundred. Although still in this strange Li market to be patient, but the onlookers began to question: Baidu is not within the issues to be addressed more you?
even Li himself admitted: , for operations, public relations, marketing and other departments, in fact, the effort is not enough. to an old problem that Li actually in need of a CEO. just as Ballmer is to Bill Gates or Eric Schmidt b of the two founders of Google, someone should take in solving specific problems within the company role, and let Lee get out out to play more the spiritual leader Baidu makers and technical direction.
looking for such a character, actually began eight years ago when Baidu was founded. At that time he and co-founder Xu Yong, who reached an agreement, the two are not as CEO, help wanted. After five years, Li has always been the title of Baidu more resources but suspended the effort. Li's explanation is: to find a five-year, and ultimately feel this is how scarce the.
expected: a new standard can be quite another
Topics discussed are: Baidu over the years to form the The Xing, largely due to the company in exchange for good at the maximum effect at minimum cost.
Li is a very the efficiency of a very pragmatic person, not poems, not so much dressed this theory, but he can make 30 years of rapid growth in China. then this need will be more than ten universities can advance science But to impress the average consumer is small but it is a luxury that % time projects, like the map of Mars.
, of course, started off in Baidu, which technical strength ahead of the majority of early peer.
but in the long? In the early process of rapid development, many of the underlying code of Baidu in the Over time, they build new code on top of more and more problems will arise. For example, one obvious problem is that this code structure does not support automatic test mm it is clear that programs written in a product after Manual testing is an inefficient and time-consuming process.
two years ago, Li's old boss in the Infoseek Zhang Wei (William Zhang) to access Baidu as chief scientist of the time, had tried to implement the code refactoring and automated testing but in the end because of inadequate allocation of resources to promote fatigue. Baidu internal technical staff said that they failed to complete the two reforms, the main reason is because this is not a kinds of ideas, the Li rejected the idea of Baidu was established within the Institute. He felt unable to innovative and creative, but to changes in market-based.
but this idea has been hampered by at least three levels of the growth of Baidu.
One is, the purpose of innovation too, may miss many opportunities to Baidu. as Baidu ranking in the auction had caused little technical input.
current market share while Baidu is the Google of China nearly three times, but far from such a disparity in income between the two. The reason is that, in the search engines, key words can produce very few commercial benefits. For example, ranking in the auction mode, only 5% of Baidu's search results PPC ads. and Google is not the case, for example search for on Baidu in the previous 9 years in development, advertising, little change in the system. For example, Baidu advertising system, when you select multiple keywords, and hopes of different keywords to different areas of advertising, you will be disappointed to find that, it is entirely impossible.
to a certain extent, this is because Baidu did not realize at the last two years the importance of ad system. is to see how others do, you look just fine to copy. advertising system liquidity much lower than Google's Adwords.
Baidu such amount for a company, if most of the important product innovation also need to realize the importance of Li, may have the impulse to innovation means that it has not been transmitted to mm in all aspects of nerve and therefore, as a large-scale storage for server clustering technology, has still some distance for Baidu.
Secondly, Baidu's products have been long time no surprise to the outside world.
This was a very vigorous in product innovation company. It's MP3 search, and later posted it, know have won the popular and critically acclaimed as Baidu results. But even Li's own admission, is a common feature of these products: Products. No one much noticed It is an advantage.
third area is the Baidu brand.
no doubt, Baidu has the best brands in China's Internet industry. but mainly in its popularity. For a large number of users in China , on the terms of Baidu is a natural choice: they may even forget that he was when first heard of this brand to develop a habit of searching with Baidu.
must admit, Baidu's brand is very loud , its meaning is being diluted. Over the past few years, this brand has been given Baidu some meaning, such as functional messages, no help in shaping the character of Baidu. And Baidu beat Google to bring such a story of the brand value, but also the effects over time become less a legend.
like this one When approaching a crisis of confidence, there is little publicly expressed his belief that Baidu users are gap: company? Li is no answer to this: He believes this is a theoretical question, as a perennial bus, are suddenly playing every day car travel money, and he will go to habitually take a bus.
Phoenix Nest
true to Baidu's market share, Li still has quite a long time to Po big bend.
But there is a short-term problems will be fixed on the market: the week of November 17, Baidu new ad system, . In Baidu house, whether the bid should not completely abandon the traditional ranking models, and always arguing. Many people think that this is not a really related to the search target of Internet users has also helped, should be standing in the front.
but controversy among Baidu chose to give up the discussion.
a phoenix nest has been tested on the magazine who said the Phoenix Nest copied almost entirely in the form of Google ad system. In other words, the future Baidu's bid ranking results will also be moved to the right of natural search results. Now the right side of search results are listed in Baidu's Pay particular keyword advertising products at the time may gradually fade mm.
problem has cropped up: Phoenix Nest, or Google's advertising system, advertisers in China seems to be too complicated. This has its historical reasons: In 2002, the development of Google's advertising system, Google has not really expected effects of its advertising system can be so good, will be a large-scale use, so the designer for the sake of full-featured, afraid to let it background operation complicated. Fortunately, the U.S. small and medium enterprises generally good acceptance of new technologies, such training is not difficult to start. But the same system used in China to become a problem: Google's marketing staff meeting in China, aware of the training the difficulty of advertisers in China, had discussed whether to do the background the question of education groups. The industry believes that for China to fully adapt to the system user, you may need four or five years. Moreover, the current seems to be called Phoenix Nest is far from now phoenix nest only to achieve mm while Google's ad technology is mature enough to adopt a Provincial types. When So we think it should be within the areas of improvement, let's go inside, change over the first error. . Although it is still the foundation of stability in the search, but Google, Alibaba, and Tencent is the formation of encirclement of Baidu. It must become a force it can not have a a document that says a rival Baidu was removed will understand the competition means it takes. These include: hang on PPC Trojan site, which allows Internet users access the site after PPC lost password, in order proof of PPC advertising is likely to hurt in the ordinary users; and the development of the content to remove Baidu PPC plug-ins. and in early September this year, the development of anti-malware software alliance plug-ins.
Even so competitive to what exactly will be evolution of the ugly scenes not seen, but it is clear that Baidu free self-phase is over.
in the industry view, the next period of time, Baidu, competitors is not being Google, which became Alibaba. Baidu and Alibaba are not difficult to understand the competitive relationship. While search engines and e-commerce belong to two different modes, but in fact between Baidu and Alibaba has a high degree of coincidence: they are for SME promotion and marketing platform. Hong Zhou, said opponents.
is for an SME, in order to promote the domestic market, he can choose to run Baidu's bid ranking in keyword advertising, can also be registered on Alibaba integrity through the platform, with Ali Baba on a stand. With the expansion of the two companies, many small business owners respond, often on the same day received the promotion of Baidu and Alibaba phone.
but compared to Baidu, Alibaba has been a problem, the cost of the promotion. Alibaba is to provide only a network to promote cheaper prices, but Google's AdWords and Adsense to create a model they are nothing but lies in the hands of search engines. Thus, while Ma had to invest heavily in advertising on Baidu, while the August 2005 acquisition of Yahoo China to enter search engine field, or even hit the the traditional transfer of business to the Internet much faster than the speed of transfer of advertising to the Internet.
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