杨致远下达第一条指示:恢复雅虎中国首页

Michael读感:看到这篇文章,想起一个大哥说过的话:从来不玩自己玩不转的盘子! 不管文章中说的全部细节是否真实,但是烫手的山芋的确不是一般人能玩得好的!

  原作者:方堃 | 出处:ChinaByte 2006-8-21

  “合作并不算成功”

  尽管马云曾在公开场合说过:“我们赢了eBay、买了雅虎、阻挡了Google,都只是为了开心,竞争就是为了开心”。但是雅虎中国却并不足以使马云享受到竞争的乐趣,至少从业绩上而言马云的答卷并未使在美国的杨致远开怀。

  随后,马云又说,“什么时候雅虎不像雅虎的时候,雅虎就成功了”。于是雅虎中国开始了变脸,放弃了在国外取得领先优势的门户,开始将雅虎中国打造为一个纯粹的搜索网站,而这一次,远在美国的杨致远震怒了。马云不得不立刻飞往美国去向杨致远解释这一系列变革。当时杨致远对马云说了什么已经无从考证,可以看到的结果是2006年3月31日雅虎中国的页面再次回复变脸之前的模样。

  2006年8月9日下午,上海。雅虎中国CEO马云再次出现于人们的视线中,并在2006哈佛AUSCR中美学生领袖峰会上进行演讲。“虽然,阿里巴巴同雅虎的合作并不算成功,但我们的目标是世界上有交易的地方就有阿里巴巴!公司上市是我10年前的梦想。我现在的心情就如同一个一直想结婚的人,明天就要举行婚礼了,今天晚上他却不想结了”。

  从现有的资料来看,这是马云首次以独特的“马氏幽默”对外承认了雅虎与阿里巴巴的合作并不成功。

  失败的搜索还是失败的CEO?

  于是在2005年8月11日,马云与杨致远达成了一笔交易,成为了雅虎中国的CEO,而此前,雅虎中国已经更换了5任CEO。

  雅虎,这个被所有分析师都视为理所应当取得成功的品牌,在中国却从未取得过应有的辉煌。风险与收益永远呈正比,当很多职业经理人都在雅虎中国这条船上偏离航向的时候,如果有一个人能够将这条船指引向正确的航向,无疑他将会缔造一个传奇。或许正是因为这种诱惑,马云接过了这个被外界看作烫手山芋的职务。

  然而,事实是马云在接过雅虎中国这个烫手山芋后,非但没有使它步入辉煌,反而愈发黯淡。Chinabyte记者从可靠渠道获知,雅虎中国在马云接手后访问量大跌。

  在市场调研公司艾瑞最新公布的一份调研报告中显示,目前国内搜索市场中百度占据了46.5%的市场份额,Google的份额为26.9%,而雅虎中国的占有率只有15.6%,这一数据远远落后于Google和百度。而马云执掌雅虎中国帅印之初,公布的一份数据显示雅虎中国已占据中国搜索市场32%的市场份额,而百度只有33.1%。如果不是当初雅虎中国向外界公布了不实数据,就是雅虎中国在短短一年时间内市场份额大幅下跌。而现在,这两种原因对于外界而言已经并不重要,重要的是马云非但没有带领雅虎中国号豪华邮轮驶向正确航向,反而离正确行道越行越远。

  颇有趣的是,百度公司CEO李彦宏一次在接受媒体采访时曾透露:“阿里巴巴是百度公司的重要客户,他们在百度的平台投放了很多广告,同时百度也给阿里巴巴网站带来了不少流量。”

  李彦宏的发言对于马云而言不能不说是一个巨大的讽刺。而马云在此时面对国外媒体时也在尽量淡化雅虎中国,而着重强调在电子商务领域战胜eBay易趣的业绩。

  变来变去的脸

  搜索份额大跌,而相映成趣的是,之前,在阿里巴巴与雅虎交易后不久,马云说:“雅虎就是搜索,搜索就是雅虎”。

  在说这话时,马云底气十足,因为此前他已经同雅虎中国的管理人员达成了某种默契。当时的情况是:2005年9月某日,珠海。马云亲率阿里巴巴团队同雅虎中国的管理人员进行沟通。据已经离职阿里巴巴的员工回忆说:“当时的会议开了5、6天,这次会议可以说是公司历史中最漫长的会议之一了,后来我们达成的共识是未来公司的主要业务重心将是搜索”。

  2005年11月9日,对于外界而言是一个非常平凡的日子,但是对于雅虎中国而言却意义深远。在这一天,雅虎摒弃了门户概念,对首页进行变脸,页面上清晰可见搜索栏。“当时看到雅虎变脸搜索后,给我的感觉是与Google颇有几分神似。”变脸当天,一位网民如此形容自己对雅虎页面的感受。

  与此同时,马云对雅虎中国进行了大刀阔斧式的改革,停止无线、广告等赢利业务,仅仅创立一年,并且实现赢利的“一搜”也在此时被宣布强制叫停。

  2005年11月21日,雅虎中国以8000元万人民币的价格夺取了CCTV新闻联播后5秒广告的播放权。12月1日,雅虎中国以首席赞助商的身份赞助了华语音乐榜中榜。2006年1月4日,雅虎中国斥资3000万元人民币邀请冯小刚、陈凯歌、张纪中三位当红导演为其拍摄广告片。之后又在全国范围内为广告片寻找主角“雅虎搜星”。

  似乎一切都在马云的掌握之中,但一切又都在马云的意料之外。

  当雅虎中国在全国范围内凭借电视广告、搜星活动被越来越多的人认识的时候,一些搜索用户却发现雅虎的搜索能力并不足以使他们放弃已经习惯使用的百度和Google。铺天盖地的广告并没有冲昏用户们的头脑,他们并未因此就成为雅虎的忠实用户。

  巨额的广告宣传并未吸引到足够的用户,而原本赢利的无线部门却成为了马云改革中的牺牲品。有报道称负责该业务的团队已经全部投入到奇虎。之后在一个私下场合,当有人问及周鸿祎为何会在短短一年时间内公司人数成倍增长时,他半开玩笑的表示,这要感谢马云源源不断将优秀的人才向奇虎输送。

  或许马云的行为已经超过了美国总部的容忍程度,2006年2月,马云飞往美国硅谷。未经证实的消息称,当时杨志远对马云下达的第一条指示就是立刻把改掉的雅虎中国首页恢复过来。之后要求马云恢复被砍掉的赢利部门。

  事实是,3月31日,雅虎中国再次以门户的页面出现在中国的广大网民面前。

  四面楚歌

  “阿里巴巴和雅虎交易时,媒体和评论家们看到的只是最好的结局,而现在我们看到的却是最不愿意面对的情况。一年来雅虎中国在整合方面并不是非常成功,人才、文化、技术这三个层面没有一个是不欠缺的”。一位已经离职的员工如此评论雅虎中国。

  2006年8月2日,由于合同到期,雅虎中国结束了与微软的合作关系。从此之后,IE浏览器中再也无法通过输入中文名称而进入指定网站。

  在搜索领域业绩尚未明朗,又失去IE浏览器这一互联网上的紧缺资源后,雅虎中国该何去何从?成为了业内关注的话题。有消息称,地址栏搜索服务曾经雅虎中国的重要收入来源,此次合同中止势必导致雅虎中国的流量急转直下。

  此外,由于当时雅虎中国在与客户签订网络实名协议时,有的合同是签订了终身服务协议,在雅虎中国与微软的合同结束后,是否会引起这部分用户与雅虎中国之间的法律纠纷,也是未知之数。

  更令人担忧的是,雅虎中国向用户推出插件“雅虎助手”(注:前身是3721网络助手)后,已经引起了国内大多数网民的极大反感。3721创始人,素有“流氓软件教父”之称的周鸿祎也在媒体面前与3721划清界限:“从我离开雅虎的那一天起,3721就不再属于我了,跟我也没有了任何的关系,我在雅虎的时候,3721和某某助手的赞誉度还是很高的,虽然也有一些争论,但至少消费者还是认可并接受的,但到了今天,我想就算我不说很多用户也能够看到这款软件的变化。” 周鸿祎如此评价雅虎助手。

  微软方面的消息对于雅虎中国也同样不利,微软在继IE7.0支持CN中文域名的网络直达后,未来还将从Windows的平台层面全面支持中文网络实名。这对于通过中文网络实名获益的雅虎中国来说,不能不说另一个打击。而在年初的搜索渠道大会上,马云还曾信誓旦旦的保证一定会跟微软把合作谈下去。

  继微软与雅虎中国结束合作后,中国电信也结束了与雅虎的合作。据了解,微软、中国电信这些合作伙伴都是周鸿袆执掌雅虎时所建立,已经有雅虎的代理商向媒体表示终止合作后,对于流量和市场份额的担忧。

  雅虎中国在马云手里的剩余价值究竟还有多少?恐怕没人能够给出答案。但从现在的种种迹象判断,中国市场留给马云的机会已经没有多少。

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One Response
  1. Sal says:

    姓马的不是太了解,但感觉依然是中国农村走出的暴发户罢了。Yahoo中国买下都是婊子及当时狗日留下的杂种的3721,就可以很清楚地看出来。

    在国外,英语国家吧,没有Yahoo,其网络生活就少了50%吧(你用什么语言支描述吧)。

    淘宝上,应该说大部分只是假冒产品或者冒牌产品、违规产品罢了!

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