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Google wants to go back to China: who is holding it?

via:驱动之家     time:2016/10/31 9:13:02     readed:1517

The Internet is connected to the world, but after 2010 no Google figure, so Baidu up, BAT up, and occupy the domestic mobile Internet heights.

Although many earlier rumors Google to return to China and many times but face can not be offset by the people look forward to. Such as the 2015 Techcruch Chinese activities, Google executive chairman Schmidt (Eric Schmidt) said: "in fact we hope to be able to provide Chinese service, we also continue to maintain such a communication with the government."

In view of this Google has the intention to return to China, but is still in the rumors back to china. For example, in the near China Festival, President of Google Greater China today Bo Shi Meng in the form of video to the user on the matter and pay New Year's call, and said, we have been in.


In October, WeChat announced the official public number Google developer, Google developer conference in December this year will be landing in Chinese, known as the WeChat Developers Conference first public, will be held at the Beijing National Convention Center on December 8th, December 14th in Shanghai International Conference center.


So Google technology as representative of the tip, China market share will inevitably want to bite, with Google's current strategy to advance in seems to be a roundabout method of public relations China market and the government, but also a sense of distance from success.

We know that Google is the main industry to search engines, including advertising revenue is a main income of Google, and mobile Google is the largest global advertising revenue, but the real problems encountered in China Google media products are banned, in front of a lack of the ring path.

From 2015 to 2016 after the PC Google American advertising share decline is very bleak, mobile is rising to occupy 59.5%, eMarketer is expected to 2018, Google global advertising revenue in 3/4 from the mobile channel, then look to the 16 years China media advertising investment, compared to 2015 will grow 14%, digital advertising growth of 28%, higher than the United States, Japan Germany and britain.

If China occupy the market, on the one hand, it can act as foreign companies are not familiar with the Chinese media advertising business into the advertising channel China, on the other hand, China companies to enter overseas markets, can be passed to Google in foreign publicity.

The trend of returning to China in the interests of more and more obvious, then Google back to China what are the obstacles?

First is the regulation. We know that Google is not willing to leave China, but a very unexpected event, and its behind the game. For regulators, Google is not very popular role, before Google entered Chinese, Google website has been blocked, this is also the reason for choosing Google in public relations onslaught.

Especially after the prism door (prism: the U.S. National Security Agency (NSA) and the Federal Bureau of investigation (FBI) in 2007 launched a code named prism secret surveillance program, the central server directly into the American Internet Network Inc in data mining, information collection, 9 international Internet giants including Microsoft, YAHOO, Google, apple and so on, are involved), affect the supervision department of the difference even reached the level of conflict, the Google communication with regulatory authorities in negotiations, agreement will be almost inaccessible.

If you get agreed about business principles and discourse necessary sacrifice is inevitable, for example, strictly abide by the principle of information security Chinese, and data server at home, followed by the screening of sensitive words is Google must make a compromise.

Followed by the capture of the Chinese market is difficult, it is difficult to more on the status of the Chinese market is unfamiliar, and the same as the search engine Baidu competition.

Because now BAT commercial terms and mode of cooperation has become the mainstream of the market Chinese, if the reverse determined by global template, its business model is likely to be hit by falling, and Baidu as the search engine market Chinese first is the biggest competitor, followed by 360, Sogou must take countermeasures, and localization the habits and influence is the most difficult to change, so Google to return to the Chinese market must be re established its own system, at the same time must be fully open and independent rights, to cater to the Chinese market business development mode and demand.

Furthermore, Google single-handed to share in the Chinese market, to win the long-term, necessarily develop Affiliated Power Technology Research and development, because they do not rely solely on business cooperation, but also rely on the power of technology, through the localization technology research and development team, the rapid adjustment of technology platform to adapt to China.

So, Google back to China is difficult to start in China, that is, regulatory, but also difficult to stand in the market.

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