沒有輸家的“3Q大戰(zhàn)”

◇ 文| 田 東

人的一生很長，起關(guān)鍵作用的往往就那么幾步。一個企業(yè)、一個行業(yè)，也有那么幾步。有的，發(fā)生時轟轟烈烈，眾人欲一窺究竟，漫天的硝煙卻遮掩了真相。只有待硝煙散去，風(fēng)平浪靜，才有可能從或隱秘或公開的角落徐徐而入。

比如，7年前，騰訊公司那個“艱難的決定”，讓“3Q大戰(zhàn)”瞬間白熱化，幾乎波及了每個網(wǎng)民。個中原委、隱情，主角馬化騰和周鴻祎都做了些什么，仍是很多人心中的謎。

2017年初，吳曉波操刀的《騰訊傳》一經(jīng)面市便激起一陣?yán)嘶ā?1月初，《顛覆者：周鴻祎自傳》公開出版。同一事件，各方表述，不明真相的網(wǎng)友能從中獲得些什么呢？

Some events play an important role in our long life.Sometimes, one event raises concerns and everyone wants to find out the fact, while arguments hide the truth.Until debate ends and things calm down, the truth can be unveiled gradually.

For example, seven years ago, Tencent made a “hard decision” which heated up the battle between “360 and QQ” immediately. Each netizen was involved in it. The hidden truth still confused many people.

In early 2017, the coming out of Tencent Biography written by Wu Xiaobo caused a stir. Then, at the beginning of November, Disruptor: Zhou Hongyi Autobiography was published. What would netizens get from these two books?

緣起Causes

《騰訊傳》寫道，2009年11月，QQ醫(yī)生3.2版本發(fā)布，推出諾頓防病毒軟件半年免費(fèi)特權(quán)，界面及功能酷似360安全衛(wèi)士軟件。2010年春節(jié)期間，QQ醫(yī)生利用QQ平臺發(fā)動了一次強(qiáng)勢推廣，市場占有率迅速提高。

這次強(qiáng)勢推廣是怎么進(jìn)行的，《騰訊傳》沒有細(xì)說。360創(chuàng)始人周鴻祎的描述是這樣的：

2010 年春節(jié)期間，他正在海南度假，360總裁齊向東打來一個緊急電話，告訴他“模仿360的QQ醫(yī)生開始在PC端進(jìn)行強(qiáng)制捆綁了”，QQ用戶只要一上網(wǎng)，就會被強(qiáng)制下載安裝QQ醫(yī)生軟件。如果這種情況持續(xù)發(fā)生，也許不用一個春節(jié)假期的時間，所有個人電腦上的安全客戶端就會替換成QQ醫(yī)生。

大年初二，周鴻祎緊急召集高管團(tuán)隊速回北京開會，研究攻防方法。

Tencent Biography wrote that in November 2009 Tencent issued the QQ Doctor 3.2 version and introduced Norton Antivirus Software with half year free privilege which had similar interface and function to 360 Security Guard Software. During the spring festival of 2010, QQ Doctor launched a strong promotion resulting in increasing market share.

Tencent Biography did not make a detailed description about the promotion methods, while Zhou Hongyi,founder of 360, described it in his book:

During the spring festival of 2010, he was spending a holiday in Hainan. Suddenly, Qi Xiangdong, president of 360, called him and told that “QQ Doctor, an imitator of 360, began to bundle itself on PC mandatorily”, QQ users were forced to download and install QQ Doctor Software once they logged in their account. If this continued, QQ Doctor would occupy all personal computers in very short time.

On the second day of the Chinese New Year, senior executives were called out by Mr. Zhou for an emergency meeting on offensive and defensive methods.

沖突Conflict

2010年9月22日，中秋節(jié)。那一天，已經(jīng)更名為“QQ電腦管家”的“QQ醫(yī)生”再度升級。

飯局間，周鴻祎接到報告，QQ電腦管家兼有360安全衛(wèi)士的所有主要功能。

“至關(guān)重要的是，騰訊采用了大規(guī)模后臺靜默安裝的手段，神不知鬼不覺地裝進(jìn)用戶電腦。”這是“直擊 360 公司的命門”的一招。

周鴻祎立即給馬化騰打了個電話，希望騰訊停止強(qiáng)制安裝QQ電腦管家。馬化騰寬慰周鴻祎，“騰訊不會把360置于死地”。

這個細(xì)節(jié)在《騰訊傳》里有個類似的版本：

9月上旬，周鴻祎曾發(fā)短信向馬化騰提出一個合作方案，即由騰訊投資360公司，后者做出一個攔截百度的東西，先打它的醫(yī)療廣告，打掉它30%的收入。周鴻祎還表示愿意幫助騰訊投資迅雷等其他互聯(lián)網(wǎng)公司，馬化騰拒絕了，理由是“這些公司沒有價值”。

兩位大佬的溝通就這樣不歡而散。

一周后，360公司推出了360隱私保護(hù)器，幫助用戶監(jiān)控電腦中的軟件在系統(tǒng)后臺的所有行為。隨后，騰訊聯(lián)合多家公司發(fā)表聯(lián)合聲明，討伐360軟件，“將正常用戶操作和QQ安全檢查模塊誣蔑為騰訊QQ窺視用戶隱私……”

至此，“3Q大戰(zhàn)”正式打響。

從技術(shù)戰(zhàn)、公關(guān)戰(zhàn)、訴訟戰(zhàn)到彈窗大戰(zhàn)，多家互聯(lián)網(wǎng)公司卷入其中。金山、卡巴斯基、百度、傲游等力挺騰訊，新浪則和360站到了一起。

On September 22, 2010, “QQ Doctor” renamed as “QQ PC Manager” was upgraded again at the Mid-Autumn Festival.At a meal, Zhou Hongyi received a report that QQ PC Manager featured all major functions of 360 Security Guard.“It was vital that Tencent has adopted silent installation in the background massively. So the software was installed in user’s computer stealthily.”This is “a heavy blow to 360 Company”.

Zhou Hongyi called Pony Ma immediately. He hoped Tencent stop installing QQ PC Manager mandatorily. Pony Ma consoled him, “Tencent will not destroy 360”.

This detail has a similar version in Tencent Biography:

In early September, Zhou sent a message to Pony Ma seeking for cooperation. The plan was that Tencent invested in 360, while 360 was responsible for blocking Baidu’s medical advertisement and cutting its 30%income. He also was willing to help Tencent invest in other internet companies including Xunlei. However,this proposal was rejected by Pony Ma for “worthless investment target”.

They failed to reach an agreement on this plan.

One week later, 360 Company launched 360 Privacy Protector which can help users monitor all operations of software in the backstage. Subsequently, Tencent with many companies issued a joint statement to accuse 360 software of “branding normal user operation and QQ security check module as peeping users’ privacy…”

Since then, “3Q Battle” began.

It triggered various competitions from technology,PR, lawsuit to pop-up window. Many internet companies were involved. Jinshan, Kaspersky, Baidu and Maxthon supported Tencent, while Sina stood with 360.

升級Upgrade

10月29日，馬化騰生日。當(dāng)天，周鴻祎給了小馬哥一份難忘的生日禮物——360扣扣保鏢。這款軟件如同QQ伴侶，隱私保護(hù)、防止QQ盜號、過濾QQ廣告、清理QQ垃圾等。安裝后，還能直接將QQ面板上的安全按鈕鏈接到360扣扣保鏢上。發(fā)布72小時內(nèi)，裝機(jī)量就突破了1000萬。

這些功能幾乎阻斷了騰訊的廣告收入來源，馬化騰怒了。騰訊發(fā)表聲明稱，“360扣扣保鏢是非法外掛”，另一邊，有人舉報，“希望將360的反擊定義為‘刑事犯罪’，認(rèn)為360破壞了QQ的軟件和計算機(jī)系統(tǒng)”。

隨后，驚心而精彩的一幕突然出現(xiàn)。

周鴻祎自述，三十多個外地警察出現(xiàn)在了北京四惠橋畔的360公司總部。他正在去往公司的路上，齊向東打電話叫他快逃，“你現(xiàn)在能飛哪兒就趕緊先飛過去，剩下的以后再說?！?/p>

周鴻祎急忙翻出護(hù)照，看了看所有簽證的有效期，能去的有中國香港、日本和美國。想著在香港買了房子，周鴻祎掉頭直奔首都機(jī)場飛往香港。周鴻祎沒有說這是哪一天。

On October 29th, Zhou Hongyi gave Pony Ma an unforgettable birthday gift, 360 Koukou Bodyguard. This software as a partner of QQ aimed to protect privacy,prevent hacking, filter advertisement, clean up garbage,etc. After installation, the security button on the QQ panel can be directly link to the 360 Koukou Bodyguard. Within 72 hours, the installed capacity has exceeded 10 million units.

Pony Ma got angry because his advertisement revenue was cut off. Then, Tencent made a statement that“360 Koukou Bodyguard is an illegal plug-in”. Besides,some it reported that 360 counterattack should be defined as criminal offence, and 360 destroyed QQ and computer system.

Later on, something astonishing and amazing happened.

Zhou confessed, when he was on the way to company, Qi Xiangdong called him to run away, for over 30 nonlocal policemen appeared at the headquarter of 360 near Sihui Bridge in Beijing.

Zhou Hongyi had three choices, Hong Kong, Japan and US. Finally, he decided to fly to Hong Kong since he owns a house there.Zhou Hongyi did not point out the exact date.

爆發(fā)Explosion

11月3日晚，騰訊QQ 彈窗發(fā)表了《致全國QQ用戶的一封信》，決定“在裝有360軟件的電腦上停止運(yùn)行QQ軟件”，中國互聯(lián)網(wǎng)史無前例的“二選一”，炸裂了夜空。

當(dāng)晚，騰訊推出了一個“不兼容頁面”，給出了“卸載QQ”和“卸載360”兩個選擇鍵，設(shè)計方案中，兩個選擇鍵的字體一大一小。馬化騰要求改為一樣大小，有高管不同意?！厄v訊傳》里說，“馬化騰表現(xiàn)得情緒很激動，他重重地拍了一下胸脯說：‘一樣大，來吧?！?/p>

周鴻祎自述，事件一出，360安全軟件卸載率飆升，市場份額斷崖式下跌。全公司進(jìn)入備戰(zhàn)狀態(tài)，為了防止內(nèi)部電話被竊聽，副總裁譚曉生將重要員工的電話都換了，并要求大家通過Skype國際版通話。負(fù)責(zé)公關(guān)的劉峻和李亮，則被安排到北京郊區(qū)的賓館連夜趕寫重要材料。

360公司的赴美上市計劃遭受嚴(yán)重影響，原定主承銷商突然撤退，沒有上市經(jīng)驗的周鴻祎頓時手足無措。

“這次商業(yè)危機(jī)已經(jīng)超過了我人生中經(jīng)歷過的任何一次……”周鴻祎回憶中沒有詳敘那晚他到底做了些什么。

On the evening of Nov. 3, Tencent QQ published A Letter to QQ Users through its pop-up window. It decided to “stop QQ service for any computers with 360 software installed”. This “choose between the two” question sparked an unprecedentedly heated debates in China’s internet history.

At that night, Tencent launched an “incompatible page” displaying two option keys, “unload QQ” in small font or “unload 360” in large font. Pony Ma asked designers to change the font with same size, while some senior executives did not agree. It was described in Tencent Biography, “The emotional Pony Ma stroked his chest and said ‘same size, come on’ ”.

In Zhou’s book, he said this decision led to surging unloading rate of 360 security software and a cliff-like drop of market share. The company as a whole was in readiness condition. Vice–president Tan Xiaosheng asked key staffs change their telephone numbers and make calls by Skype to prevent eavesdropping. Meanwhile, PR managers were plugging along on writing important materials at a hotel in the suburbs of Beijing.

This event affected the 360’s plan on listing in the US capital market. What’s worse, the original leading underwriter withdrew suddenly, which made the inexperienced Zhou lost his head.

“It was the biggest crisis that I had suffered…”Zhou did not go in details about what he did that night.

講和Negotiation

11月4日，“360扣扣保鏢”下載量已達(dá)1700萬，此時，360 發(fā)表公開信，決定主動下線“360扣扣保鏢”，并通過彈窗公告請求用戶卸載。

11月5日，工信部、中國互聯(lián)網(wǎng)協(xié)會通過行政命令要求360與騰訊雙方不要再爭執(zhí)。

11月10日，360宣布QQ與360恢復(fù)兼容。

兩方鳴金收兵，幾億人關(guān)注的“3Q大戰(zhàn)”戛然而止。此后，雙方進(jìn)行了長達(dá)四年的訴訟與反訴訟。其中，轟動全國的360對騰訊反壟斷訴訟案最終以360敗訴終結(jié)。

吳曉波說，“3Q大戰(zhàn)”在某種程度上改變了馬化騰的性格。

2010年11月11日，大戰(zhàn)的硝煙還未完全散去，小馬哥發(fā)布了《給全體員工的郵件》，他表示，“過去，我們總在思考什么是對的。但是現(xiàn)在，我們要更多地想一想什么是能被認(rèn)同的?！?/p>

這之后，騰訊的商業(yè)模式變得更開放。騰訊公司變得更強(qiáng)大，更令人尊重。

對360來說，“3Q大戰(zhàn)”激發(fā)了其強(qiáng)大的自愈能力，堅定了360在安全領(lǐng)域做大做強(qiáng)的決心。后來，承接上市計劃的副承銷商瑞銀表態(tài)，愿意成為主承銷商。360如期啟動了上市前期工作，在新的領(lǐng)域不斷嘗試。

從這個角度來說，“3Q”大戰(zhàn)沒有輸家。

On November 4th, “360 Koukou Bodyguard”had been downloaded 17 million times. At that time, 360 published an open letter, decided to offline “360 Koukou Bodyguard” voluntarily, and requested users uninstall it through a pop-up notice.

On November 5th, Ministry of Industry and Information Technology and Internet Society of China issued an executive order to stop battle between 360 and Tencent.

On November 10th, 360 announced 360 now compatible with QQ.

Both sides stopped the competition which had drawn attention of hundreds of millions of people. Then, claims and counterclaims followed for 4 years, in which 360 lost the lawsuit to Tencent relating to antitrust.

Wu Xiaobo said that “3Q Battle” somehow changed the character of Pony Ma.

On November 11, 2010, when the battle had not completely ended, Pony Ma released a mail to all staffs. He said, “in the past, we were always thinking about what is right. But now, we should think more about what is to be agreed.”

Since then, with more open business model, Tencent becomes stronger and more respectable.

For 360, “3Q Battle” had stimulated its strong self-healing ability and strengthened its determination on making greater and stronger in the security field. Later,UBS, the co-underwriter of 360 listing plan, said that it would be the lead underwriter. So 360 started the pre-IPO work as scheduled and kept trying in new fields.

From this perspective, “3Q” battle reached a winwin result.