BEIJING, July 16 /Xinhua-PRNewswire/ -- CEOCIO China Magazine, a leading Chinese business and management publication, recently reported through its China Business Feature ( http://www.cbfeature.com ) on the current state of Google’s efforts to get a firm grip on the China market. The following is an abstract from that report:
After nearly two years of operation in China, Google is taking the battle for China’s Internet industry to familiar territory.
In mid-June, the always low-key Google China suddenly went high profile. Over three consecutive days, Google China launched several new campaigns: a strategic partnership with China’s No.1 news portal SINA.com; the Google Industry Forum held for hundreds of marketing representatives from the world’s leading companies; and the “Media Day”, which aimed to demonstrate Google’s technological achievements from the past year.
Since it began operations in China, Google has found itself disadvantaged in the battle against domestic rivals. As an international entity, Google has been reluctant to follow the mainstream Chinese search market and develop MP3 search services and other products that are insanely popular among Chinese users. On occasions when Google has tried to follow a trend, it has, ironically, been accused by its rivals of copying them.
Despite the obstacles in China, Google has still managed to develop quickly. It has set up a 100-member R&D group based in Beijing, Shanghai and Taipei, and launched a massive marketing drive, signaling that Google is preparing for a tough battle in China. After an extended hibernation, Google is hoping its bad luck in China has finally run out.
One of Google’s aces up its sleeve is the ability to build alliances using some of its immense capital in return for more Internet traffic. On the same day that Google and SINA Corporation announced their strategic partnership, Google’s search service was launched on SINA’S Technology channel. As China’s No.1 web portal, SINA is using its huge traffic flow to trade for part of Google’s advertising revenues.
Kai-Fu Lee, vice president of Google and president of Google China, now seems to be more at ease in his role as the senior executive of a multinational Internet company. He has reiterated the “four steps” in Google China’s roadmap on different occasions: talent, technologies, traffic and revenue. After making steady progress in the first three steps over the last 20 months, Google China is now at that final step.
Recent surveys appear to show that Google China’s strategies are paying off. A recent poll by market research firm AC Nielson shows that, in some specific user preference demographics, Google China is beginning to overtake Baidu by a small margin.
Read the complete report at:
http://www.ceocio.com.cn/traffic/xprn/20070709.asp
Background
China Business Feature (CBF) is powered by CEOCIO China Magazine, a leading Chinese business and management publication. It is a subsidiary of International Data Group (IDG). When you click on CBfeature.com, you get the latest feature stories, updated every day, by more than 30 reporters and editors at CEOCIO China, as well as researchers from professional, independent organizations. The business features here are rooted in long-term, objective attention to the companies we explore and the people who run them. With a deep understanding of China’s business environment, our stories are focused on being relevant, practical and compelling. The information we provide can make a meaningful difference to your decision. CBF offers valuable information for becoming a leading business player in China - a player with a global mind and local eyes.
