Transnational corporations in China were to succeed, or that the professional managers wish to rely on leading multinational company's China business, winning the respect and recognition of the industry from top to bottom, must face two enemies: a global headquarters with clear ideas and powerful culture, another is for the local market and local wolves were in the market. So in the past, now, in the Internet age, is not obsolete.
Specific to Google this one case, it wants to enter China, many of the restrictive clauses will have to comply with local government, but in some ways there is a conflict and the value of Google itself is. Headquarters constraints on Google is that decision-making mechanism is too slow, the chain is too long, which makes Google China reaction cannot, as opponents so fast and sensitive.
All this is not a problem, even more important is, Google faces Internet market in China and the United States is quite different. Let Google made up his mind to enter China due to the fact that: 5 in Silicon Valley engineers in 2000 the development of the Chinese version of Google, not one soldier, one stroke, delete, took less than two years to beat Yahoo, capture a one-fourth search users in China, if fully into it? But the truth is, in 2004 after years of explosive growth of Internet users in China, making Internet users in China began forming elite and grass roots two camps with Chinese characteristics. Baidu
's rapid rise, and spared no effort on the grass-roots Internet marketing and business-oriented practices, highly associated. And these, Kai-Fu Lee and his team of Google, is not easy to accept things.
As President of Google China, Kai-Fu Lee, in fact, there is an enemy, that is inside his own expectations. According to the conspiracy theory argument, Kai-Fu Lee on either up on Google "National Chief instructors in colleges and universities" image, more is to let the public and the media not to struggle when he had to make up for his leaving to China made life in the anxious chatter among Microsoft go all out to serve SB. regardless of the consequences.
2006 end to 2007 early, and Kai-Fu Lee with for China area joint President Johnny Chou and Google Asia Pacific market director Wang Huainan of have left, and Kai-Fu Lee in 2006 implementation of recruitment policy great associated, because recruitment of students to to this a years of September to all to post, plus to post Hou also need for training and learning, therefore, entire Google appears make bricks without straw, in 2006 face Baidu of triumphant advance before, several no fight back of force. Final result only one: that is, missed the 2006 on Baidu's hand-to-hand combat, also lost to Baidu rout may at once.
Future, and it is because you cannot defeat on Baidu in the Chinese market in a short time, so Google had to develop in 2007 years dominated by keep, defensive counter-operation strategy, while widely adopted various forms of cooperation, or improve the flow, or increase revenues, and its name, waiting for the opponent making mistakes.
The opportunity to really wait until the end of 2008, successive outbreaks of sanlu public relations Baidu, false medicines, by CCTV and other media reported that Baidu's prestige and influence of the public sudden landing to the freezing point, and this undoubtedly gives Google the new hope.
Returned to we has been discussion of Google by faced of three large challenges, actually also in 2008 end are are solutions, a is after two years of team cultivation, Google began has has some local of of attempts to and practice, although than up opponent also far enough, but has has has significant of progress, more important of is, Google of global research and development system by implication of wisdom and energy amazing, this let Google China how many also can benefit; second is local of market of enemies in avalanche of public public opinion before had to began has convergence, this let Google China not face enemies of press and pins large mess (Google China actually also mess had, he in China market of many acquisition also cannot said is success), and corresponds of, opponent of errors let Google get has more of market share; three is Kai-Fu Lee I, its implementation of to keep to attack, and waiting for opponent committed wrong of policy not only let Google in and opponent of competition close in the again reverse fray, also let its I of prestige and once climb Shang peak.
This three who Zhijian actually is complementary of, local of more more, more can get market share of upgrade; market share of upgrade, more can are headquarters of recognized and trust,, in turn, allows for more of local of practice, and promote this all of Kai-Fu Lee, also will has more high of prestige, also more can are headquarters of trust, got more of resources, better of promote local of.
From this perspective that, Google China in fact need to alter or change. Google is cool enough, sophisticated enough that the image cannot be changed, more and more grass-root Internet habits of Internet users in China cannot be changed, in which you want to achieve a balance, fast, and fast but in fact easy to bad things.
Google China and there are no major changes. Take 3G scramble for mobile users, providing more localized information search service, in fact, not hardly revolutionary initiative, more are found in the arsenal of Google just two more local, more grass-root application.
Kai-Fu Lee, Google, need to be positive, is time. More fully, you ensure that the time Google global positioning, can make localization of products and applications; more full time, Google values and harmony of Chinese local culture will be more; time better, your opponent's pressure will be greater.
Is up, from December 2005 end to now, Google to has Kai-Fu Lee has 5 a years, actual only three years of time, so, may wish to then to three years, this three years, a years is see with China future of first Internet powers status to of, a years is see with China market actual of market share to of (this in 2009 years does not difficult 's), also has a years, is see with Kai-Fu Lee Dr of reputation to of.
If Kai-Fu Lee also can has 2005 years of that copies leisure elegant of words, he actually should then wrote a this book, in this this book in the, Kai-Fu Lee can told he from July 2005 decided left Microsoft switched to Google of mind course, can disclosure Microsoft and own of that field lawsuit of many details, and entered Google China zhihou and Zhou Shao Ning, and Wang Huainan parallel Cabinet a years Hou occurs of story, and how in complex and chaos of situation Xia formation 2007 up alone Palm Google China area power of situation, in past of two year face Baidu of aggressive, is how to keep for attack, eventually, to opponent of committed wrong, to won active of. One can imagine, such a book in the the number of downs, how wonderful.
If to defeat similar competitor in China as a standard to measure success, Google China also cannot claim to have successfully, said up to walk in the way of success. But for the CEO of Google China Kai-Fu Lee, but has started to have a sign on the upper floor, Kai-Fu Lee will most likely become the first in the Internet industry in China because of business development in the global Internet giants China and is one of the big man by history in mind.
(Solicit contributions solicit manuscript version of this 21st century business Herald management review article, reproduced please specify)
