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ghdhair100 · Wysłany: Czw 6:20, 03 Mar 2011 Temat postu: 福布斯：收

注：今天在Forbes Asia的最新一期FAB 50（亚洲大型上市公司50强）榜看到了腾讯的名字，忍不住把相关的介绍翻译了一下，看看美国人是怎么看腾讯和中国互联网市场的。
Fee Monster
Gady Epstein and Li Jie
Forbes Asia Magazine dated October 05, 2009
Chinese online wonder's debut kicks off our big-companies list.
收费巨兽
《福布斯（亚洲）》10月5日刊
中国互联网奇迹震撼亮相福布斯FAB 50榜
Eleven-year-old Tencent with its QQ service dominates China's market for instant messaging, and it's one of the country's biggest Web portals for gaming and social networking. But becoming an essential service to millions of Internet users is only half the battle in the online world, as Facebook, MySpace and other popular sites have found. While making money is still a struggle for those big U.S. social networking sites, Tencent solved that puzzle long ago: It simply gets large numbers of its users to pay for its services.
11岁的腾讯公司用QQ统治了中国即时通讯市场，同时它也是中国最大的互联网门户和网络游戏、SNS提供商。但是在网络世界里，像Facebook、Myspace一样成为千百万互联网用户的基础服务，只算是成功了一半。当这些美国网络巨头正在为挣钱而苦苦奋斗的时候，腾讯却在很久之前就搞定了这个难题：让它的海量用户为服务付费。
And do users ever pay. They pay for chat, music, gaming, avatars, virtual clothes, hairstyles and Website backgrounds, and they pay to tend their online gardens and pets. The individual payments are tiny, often less than $1, but all those little clicks add up to one of the most profitable, fastest-growing Internet companies in Asia: Tencent turned a $409 million net profit last year on $1.1 billion in revenue and has earned $330 million in net profit for just the first six months of 2009 on $788 million in revenue. At this pace Tencent will surpass $1 billion in net profit next year. It debuts on the Fab 50 this year, and perhaps no company's results and prospects made for a more obvious choice.
用户真的会付费。他们为聊天、音乐、游戏、头像、虚拟服装、发型和网页背景而付费，他们为照顾网上花园和宠物而付费。每一笔付费都很小，通常不超过1美元，但所有这些点击加起来却成就了亚洲利润最高、增长最快的互联网公司之一：腾讯去年收入11亿美元利润4.09亿美元，今年的前六个月收入7.88亿美元利润3.3亿美元。照这个速度，腾讯明年的利润将超过10亿美元。腾讯今年是首次亮相FAB 50榜（备注：FAB 50的门槛是年收入10亿美元），很显然从业绩和前景来说，没有别的公司比它更适合列入这个榜单了。
How did Tencent become a fee-generating monster? By first hooking users on its most popular free service, instant messaging. The 37-year-old founder, Chief Executive Ma Huateng, focused on building a base of users on free chat earlier than most everyone else, and he stuck with it as a loss leader. QQ has since become China's most widely used online messaging platform, with 450 million active accounts, dominating the teen, college-age and twentysomething markets. The term "QQ" entered the language, replacing "online chat" in China much as "Google" became a verb in the English-speaking world.
腾讯是如何成为一个收费巨兽的？首先是靠它最受欢迎的免费服务――即时通讯――来留住用户。37岁的公司创始人和CEO马化腾，早在大部分竞争对手之前就关注于构建一个基于免费聊天服务的用户群，并且始终坚持让它“赔本赚吆喝”。QQ由此成为中国最多人使用的在线通讯平台，拥有4.5亿活跃帐号，占领了青少年、大学生和二十多岁的用户市场。“QQ”这个词在中文里已经取代了“在线聊天”，就像英语中把“Google”当动词使用一样。
Now Tencent has leveraged that user base and brand recognition to reap enviable profits. For any Internet service that shows an ability to make money, from online auctions to Web payment platforms, Tencent can jump in with its hundreds of millions of users and quickly become a fearsome competitor.
腾讯正在利用用户基数和品牌知名度来收获令人垂涎的利润。对于任何有盈利能力的互联网服务，从网上交易到WEB支付平台，腾讯都可以携数以亿计的用户杀入其中并迅速成为令人生畏的竞争者。
Tencent's leverage has paid off most in the market for virtual goods, where users pay for add-ons to free basic services, including gaming, chatting and social networking. More than 90% of Tencent's revenue in the first half of the year came from such value-added services, including its mobile-phone offerings. To help consumers buy these add-ons, Tencent sells a virtual currency that has itself become an essential lubricant of China's virtual economy.
腾讯的法力主要展现在虚拟物品领域，用户在免费的游戏、聊天和社交服务的基础之上为额外服务付费。腾讯今年上半年收入中超过90%来自于这种增值服务，包括手机增值服务。为了方便用户购买这些额外服务，腾讯销售一种虚拟货币（Q币），这种虚拟货币成为中国网络虚拟经济中必不可少的润滑剂。
The cash cow of the moment in that economy is online games, where Tencent's revenue tripled in one year to $342 million last year, quickly making the company the third-biggest player in the Internet gaming sector in China. Users can play for free but pay to buy better weapons, tools, clothing and accessories; the model is similar across the company's platforms: free-to-use, pay-to-be-cooler. Although most users are free riders, 10% of Tencent's active users pay close to $2 a month on average for those extras, according to "Inside Tencent," a report by Beijing Internet and mobile-market research firm Plus Eight Star.
当前网络虚拟经济中的现金牛是网络游戏，去年一年腾讯在这个领域的收入增长了两倍，达到3.42亿美元，迅速成为中国网游市场的第三大厂商。用户可以免费玩游戏，但需要花钱购买更好的武器、工具、服饰和装备。这个商业模型贯穿了腾讯的各个平台：免费使用，付费更爽。根据北京一家互联网与无线市场研究机构Plus Eight Star的报告，虽然大部分用户是免费用户，但10%的活跃用户每月为这些额外服务支付大约2美元。
Tencent has moved into so many online markets that one of the few weaknesses analysts can think of is that the company lacks focus, noted Plus Eight Star's report. That should allow niche competitors to thrive in a marketplace that Tencent helped create.
Plus Eight Star的报告指出，腾讯进入的网络细分市场如此之多，因此“缺乏焦点”就成了分析师可以想得到的为数不多的几个弱点之一。这使得一些利基竞争者可以在腾讯建造的市场缝隙间占领一席之地。
What about online advertising, that core revenue stream for U.S. social networking sites trying to make money? Tencent hopes to grow in that area, but it was virtually an afterthought in the company's meteoric surge onto our Fab 50. That's something for Facebook's Mark Zuckerberg to contemplate. Maybe he can chat about it with Ma Huateng. On QQ.
那么对于网络广告又怎么样呢？这是美国的SNS网站试图盈利的主要收入来源。腾讯也想在这个领域获得增长，但这只不过是它疾速冲进FAB 50榜之后考虑的问题。这件事值得Facebook的Mark Zuckerberg深思。也许他可以跟马化腾好好聊聊。当然，是通过QQ。
Many years ago there lived an Emperor who was so exceedingly fond of fine new clothes that he spent vast sums of money on dress. To him clothes meant more than anything else in the world. He took no interes
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