Home > News content

From "3Q" to "Head Teng": How to "Win" Tencent?

via:CnBeta     time:2018/6/11 9:03:05     readed:451

Text/Sina Technology Miao Zhongyu

This commercial war, dubbed the "Tengtou War," is hardly reminiscent of the "3Q Wars" eight years ago - the same Tencent and different challengers.

In fact, there are many things worthy of comparison between the two World Wars.In essence, the "Tengtou War" and the "3Q Wars" fuse are the core business of Tencent to enter each other's core business; "Tengtou War" is a core issue of Tencent and the headline of "open policy", and "3Q war" Tencent embraced the beginning of “openness”.

At present, the outcome of the "head-to-head war" is still very difficult to predict, but the "3Q war" has long since settled. Therefore, we may wish to predict the direction of the "bigheaded war" through the course of the "3Q Wars."

3Q Wars: Stone Casting Goliath

In the Mid-Autumn Festival of 2010, Zhou Hongyu, who loves firearms, invited Kai-fu Lee to play CS games at 360 Huairou Base. A round of CS gunfighting has just ended, but Zhou Hongyi has accidentally received a real “battlefield report”:Tencent began to push QQ Computer Managers to users - a feature and 360 highly overlapping security software client.

Zhou Hongyu's heart is anxious and Tencent bundled and installed QQ computer stewards to let him sit on the felt. He immediately called Ma Huateng and hoped that the other party could stop the mandatory installation. Ma Huateng politely rejected Zhou Hongjun's proposal.

The peace efforts ended in failure. The "3Q Wars" formally kicked off.

From the very beginning, 360 did not plan to conduct a "regular war" with Tencent.

Zhou Hongyi is very clear inside.Although 360 has more than 100 million installed capacity, compared with Tencent, which achieved 100 million simultaneous online users in March of that year, 360 is almost impossible to win on the frontal battlefield.He looked forward to a "David defeated Goliath" style victory - with a small Boda, the shepherd boy killed the giant with a stone throwing.

In his autobiography, "Subversive," he wrote:

Goliath hopes to come close with a Warrior like him. He never thought that the duel would take a different form. He was ready for battle long before, and David did not want to follow the practice of a duel. He told Saul that he had killed bears and lions when he had sheep. He said that not only showed his courage, but also indicated One thing, he intended to deal with Goliath like a beast, he was to be a stone thrower.

Zhou Hongyi also plans to be a stone thrower. He intends to treat Tencent like a beast.

The QQ Privacy Protector was the first stone thrown by 360, and it accurately hit Tencent's key.Compared to actual protection functions, this software is more of a public opinion to Tencent deducted the hat of user privacy. According to Tencent's response, "Any third-party program name has been modified to "QQ.exe", will be (QQ privacy protection device) prompted peeping privacy."

Zhou Hongjun originally expected that QQ's privacy protection device could force Tencent to concede and eventually stop forced installation. Tencent was completely angered by 360's "bad" behavior. Not only did the war not stop but it was further upgraded.—— On October 14, Tencent formally announced that it sued 360 courts for unfair competition and requested Qihoo and its affiliates to stop infringement, publicly apologize and make compensation.

With 360 difficulty, he had to cast the second stone. On October 29th, on the birthday of Ma Huateng, Zhou Hongyi again sent Tencent a "surprise surprise" -360 announced the launch of a new tool called "Bali Bodyguard." Compared with the QQ privacy protector, the buttoned bodyguard can not only scan QQ and other Tencent software, but also can use the “repair” to forcibly replace or close certain services.

It is worth mentioning that 360DevelopmentButtoned bodyguard took only three weeks, and the project started on October 4th - Zhou Hongyi's birthday.In that year, Zhou Hongyi was 40 years old and Ma Huateng was 39. Both of them did not have a happy birthday.

The birth of the buttoned bodyguard gave Ma Huateng a great shot. The Tencent Biography describes the scene at that time:

After hearing the reports of Zhang Zhidong and others, Ma Huateng sat at the table with a pale face and muttered to himself, "I never thought that he would do such a thing."

Buttoned bodyguards got over 10 million QQ users to download and install in just a few days, Ma Huateng anxious. On October 30 and 31, Tencent reported the case to the Shenzhen Municipal Public Security Bureau and complained to the Ministry of Industry and Information Technology at the same time, hoping to prevent the actions of 360 by appealing to the judicial and industry authorities.

Then,360 headquarters in Beijing's Sihuiqiao encountered more than 30 police raids. 360 officials claimed that the police officers were from outside the country.After receiving the news, Zhou Hongyi sank “escape” and hid in his own “remote control” company in Hong Kong.

The situation became increasingly unmanageable. Tencent finally decided to counter the 360 ​​on the product side.On the evening of November 3, Tencent pushed pop-up notifications to QQ users across the country, announcing that "one of the two options" - Tencent asked users to uninstall 360, otherwise they would not be able to use QQ. This open letter, later known as the "difficult decision," became a turning point in the "3Q Wars," and Tencent successfully suppressed the spread of the buttoned bodyguard, but also completely pushed himself to the opposite of public opinion.

In the face of “one election”, 360 had a plan. They “instead” launched Tencent’s Web QQ client to help the affected users continue to use QQ. However, this time, Tencent’s response was much faster. They directly cut off the service of Web QQ and jumped to the announcement page. QQ Space also announced that it no longer supports 360 browser access.

After several rounds of attack and defense,At 9:10 pm on November 3rd, 360 announced that the bodyguard was taken off the line.As of the end of the line, the buttoned bodyguards were downloaded and installed a total of 17 million times (360 data). On November 5, the government formally stepped in. The Ministry of Industry and Information Technology of China and the Internet Society of China issued an administrative order, demanding that both sides do not argue again. On November 10th, 360 and QQ returned to compatibility.

On November 20, the Ministry of Industry and Information Technology released a circular and severely criticized 360 and Tencent. The Ministry of Industry and Information Technology requested 360 and Tencent to stop their attacks and restore compatibility. At the same time, they publicly apologized to the public within five working days.

The "3Q Wars" ushered in the end.

Additional details of the "3Q Wars"

The 3Q war has a symbolic significance for the development of the Chinese Internet.It is the last major battle in China's internet PC era. And behind it,The dawn of the mobile Internet era exposed a line from the sea level.

It is difficult to assess whether there is a winner in the "3Q Wars." From different dimensions, both parties have their own outcomes. Tencent thus became more open, investment and integration replaced a tough copy following strategy; 360 also survived and successfully went public in the United States and landed on the NYSE.

Perhaps the attempt to find the winner is wrong in itself. The “3Q Wars” has never been just a war between Tencent and 360. It is more like a national movement.

Apart from 360 and Tencent, other participants in the "3Q Wars" and even before and after the "3Q Wars" are also worthy of attention.


Before the 3Q Wars, Yu Yongfu’s UC browser had a conflict with Tencent:

Some UC users posted in the online forum reflected that when they logged into Tencent's “QQ Farm” with UC browser, the system would reduce the user level, and many users had to use the QQ browser developed by Tencent to “stealing” the Internet.

Tencent then gave an official explanation of the problem. Users were demoted because they found that users used illegal programs in QQ Farm. This explanation made UC Browser developer Yu Youfu very angry. He complained to the media that UC is a standard browser. Its Flash enhanced plug-in is equivalent to installing Adobe Flash player on the computer. Instead of third-party ancillary software, the cloud computing architecture adopted by UC technology is the same technology that Tencent is adopting, and it has nothing to do with “illegal programs”. - "Tencent Biography"

This is almost a standard template for Tencent's "copy-following" tactics -

First, products similar to competing products are launched, and then excuse that “users use illegal programs” or “related products violate the specifications of the Tencent community” prohibits competing products from using one or more exclusive services of Tencent, eventually forcing some users to switch to Tencent's own home. The product.

Although Tencent began to embrace openness after the "3Q Wars," such behavior has become less and less, but in the core business of Tencent betting effort, we can still find traces of this model - the most recent example is "Head Teng War."

Fast broadcast

Because of Tencent's report and 360 investment relations, fast broadcast is often regarded as the final victim of the "3Q Wars." This is actually an over-interpretation. The outbreak of the “Rapid Case” is facilitated by many factors. Tencent’s report is just one of the triggers.

It is worth mentioning that the role of rapid broadcast in the "3Q Wars". In a conversation with Keso, the official news has said such a paragraph. Zhou Hongyi is an investor in the fast broadcast. He regularly goes to Shenzhen to chat with Wang Xin. After Beijing’s arrest of Zhou Hongyu failed, Tencent planned to arrest Zhou Hongyi when he was talking to Wang Xin in Shenzhen. As a result of this plan, Zhou Hongyi did not go to Shenzhen for a long time.

If it is true, this is indeed a splendid spy game.


In the “3Q Wars”, Sina announced deep cooperation with MSN, and it will be on the doorstep of Tencent.

"3Q Wars" is a landmark event in the early development of Sina Weibo. It demonstrates the advantages of Sina Weibo as social media in the operation of news hot events. In fact, compared with the "3Q Wars," the "Weibo War" has caused greater and more persistent pressure on Ma and Tencent.

"Weibo Wars" proves that such a thing, even in the social field, Tencent is not invincible. Compared with the "3Q Wars," which are all over the world, and are extremely useless, the fair and square business match is the right one.

From "3Q" to "Head Teng"

It is reported that the head of the headline PR work today is the director of public relations during the "3Q Wars" 360 period. Many people believe that the headline will use the "360 War" period 360 strategy to deal with Tencent.

This may not be wise. In fact, 360 public relations operations during the “3Q War” are hardly successful. Zhou Hongyi himself also admitted:

“Our public relations are faint after another, ... ... further exacerbated the possibility of a state of affairs.” — “Subversive: Autobiography of Zhou Hongyi”

Looking back at the "3Q Wars," we can easily see that the 360's strategy is actually centered on "paradoxes". Regardless of "QQ Privacy Protector" or "buttoned bodyguard," the 360's throwing stone is always aimed at QQ's "privacy" issue - this is not because Tencent's security problems are serious, but because of the user's psychological insight - —Nobody likes their private conversations being snooped.

On the Tencent side, the issue of “privacy” is indeed an inexplicable problem:

According to people in Tencent's technical department, "It is too difficult to explain the privacy protection problem to ordinary computer users in a technical way." - "Tencent Biography"

Even if it is clear, the Tencent still has a big chance of being dragged into the endless cycle of "the problem is not you do not do it, but whether you have the ability to do it" - as Mark Zuckerberg had encountered in this year's parliamentary inquiry.

In essence, the core strategy of 360 during the “3Q Wars” period can be disassembled into three points:

First, it is based on the struggle of public opinion. The purpose is to fight for peace and avoid conventional commercial competition;

Second, the use of unconventional tactics, the use of their own prestige in the security field and technical advantages of QQ stigma (QQ privacy protection device), and even direct hijacking (buttoned bodyguards);

Thirdly, establish a design for victims and rebel fighters to seek support from all parties and rationalize their unconventional tactics.

The headline's behavioral logic also conforms to these three points, except that the focus of public opinion attacks has been changed from "privacy" to "game."

At present, the headline imitation is not successful. Sina science and technology survey shows that in the “head-to-head battle”, the headline support rate has only a slight advantage compared with Tencent.

In fact, even though 360 itself has not achieved the goal of “combating with war”, Tencent has not accepted the threat. The "3Q Wars" have finally left the control of any party.

Zhou Hongxuan sighed in his autobiography:

Once the war is launched, many things cannot be predicted. - "Subversive: Zhou Hongyi's Autobiography"

For the "head-to-head battle", the most valuable experience of the "3Q Wars" may be to not rush to war.

However, it may be too late to say now.

Main reference materials:

1, "Subversive: Zhou Hongyi's autobiography", Zhou Hongyi, Fan Haitao.

2, "Tencent Biography", Wu Xiaobo.

China IT News APP

Download China IT News APP

Please rate this news

The average score will be displayed after you score.

Post comment

Do not see clearly? Click for a new code.

User comments