没有输家的“3Q大战”

◇ 文| 田 东

人的一生很长，起关键作用的往往就那么几步。一个企业、一个行业，也有那么几步。有的，发生时轰轰烈烈，众人欲一窥究竟，漫天的硝烟却遮掩了真相。只有待硝烟散去，风平浪静，才有可能从或隐秘或公开的角落徐徐而入。

比如，7年前，腾讯公司那个“艰难的决定”，让“3Q大战”瞬间白热化，几乎波及了每个网民。个中原委、隐情，主角马化腾和周鸿祎都做了些什么，仍是很多人心中的谜。

2017年初，吴晓波操刀的《腾讯传》一经面市便激起一阵浪花。11月初，《颠覆者：周鸿祎自传》公开出版。同一事件，各方表述，不明真相的网友能从中获得些什么呢？

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?

缘起Causes

《腾讯传》写道，2009年11月，QQ医生3.2版本发布，推出诺顿防病毒软件半年免费特权，界面及功能酷似360安全卫士软件。2010年春节期间，QQ医生利用QQ平台发动了一次强势推广，市场占有率迅速提高。

这次强势推广是怎么进行的，《腾讯传》没有细说。360创始人周鸿祎的描述是这样的：

2010 年春节期间，他正在海南度假，360总裁齐向东打来一个紧急电话，告诉他“模仿360的QQ医生开始在PC端进行强制捆绑了”，QQ用户只要一上网，就会被强制下载安装QQ医生软件。如果这种情况持续发生，也许不用一个春节假期的时间，所有个人电脑上的安全客户端就会替换成QQ医生。

大年初二，周鸿祎紧急召集高管团队速回北京开会，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.

冲突Conflict

2010年9月22日，中秋节。那一天，已经更名为“QQ电脑管家”的“QQ医生”再度升级。

饭局间，周鸿祎接到报告，QQ电脑管家兼有360安全卫士的所有主要功能。

“至关重要的是，腾讯采用了大规模后台静默安装的手段，神不知鬼不觉地装进用户电脑。”这是“直击 360 公司的命门”的一招。

周鸿祎立即给马化腾打了个电话，希望腾讯停止强制安装QQ电脑管家。马化腾宽慰周鸿祎，“腾讯不会把360置于死地”。

这个细节在《腾讯传》里有个类似的版本：

9月上旬，周鸿祎曾发短信向马化腾提出一个合作方案，即由腾讯投资360公司，后者做出一个拦截百度的东西，先打它的医疗广告，打掉它30%的收入。周鸿祎还表示愿意帮助腾讯投资迅雷等其他互联网公司，马化腾拒绝了，理由是“这些公司没有价值”。

两位大佬的沟通就这样不欢而散。

一周后，360公司推出了360隐私保护器，帮助用户监控电脑中的软件在系统后台的所有行为。随后，腾讯联合多家公司发表联合声明，讨伐360软件，“将正常用户操作和QQ安全检查模块诬蔑为腾讯QQ窥视用户隐私……”

至此，“3Q大战”正式打响。

从技术战、公关战、诉讼战到弹窗大战，多家互联网公司卷入其中。金山、卡巴斯基、百度、傲游等力挺腾讯，新浪则和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.

升级Upgrade

10月29日，马化腾生日。当天，周鸿祎给了小马哥一份难忘的生日礼物——360扣扣保镖。这款软件如同QQ伴侣，隐私保护、防止QQ盗号、过滤QQ广告、清理QQ垃圾等。安装后，还能直接将QQ面板上的安全按钮链接到360扣扣保镖上。发布72小时内，装机量就突破了1000万。

这些功能几乎阻断了腾讯的广告收入来源，马化腾怒了。腾讯发表声明称，“360扣扣保镖是非法外挂”，另一边，有人举报，“希望将360的反击定义为‘刑事犯罪’，认为360破坏了QQ的软件和计算机系统”。

随后，惊心而精彩的一幕突然出现。

周鸿祎自述，三十多个外地警察出现在了北京四惠桥畔的360公司总部。他正在去往公司的路上，齐向东打电话叫他快逃，“你现在能飞哪儿就赶紧先飞过去，剩下的以后再说。”

周鸿祎急忙翻出护照，看了看所有签证的有效期，能去的有中国香港、日本和美国。想着在香港买了房子，周鸿祎掉头直奔首都机场飞往香港。周鸿祎没有说这是哪一天。

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.

爆发Explosion

11月3日晚，腾讯QQ 弹窗发表了《致全国QQ用户的一封信》，决定“在装有360软件的电脑上停止运行QQ软件”，中国互联网史无前例的“二选一”，炸裂了夜空。

当晚，腾讯推出了一个“不兼容页面”，给出了“卸载QQ”和“卸载360”两个选择键，设计方案中，两个选择键的字体一大一小。马化腾要求改为一样大小，有高管不同意。《腾讯传》里说，“马化腾表现得情绪很激动，他重重地拍了一下胸脯说：‘一样大，来吧。’”

周鸿祎自述，事件一出，360安全软件卸载率飙升，市场份额断崖式下跌。全公司进入备战状态，为了防止内部电话被窃听，副总裁谭晓生将重要员工的电话都换了，并要求大家通过Skype国际版通话。负责公关的刘峻和李亮，则被安排到北京郊区的宾馆连夜赶写重要材料。

360公司的赴美上市计划遭受严重影响，原定主承销商突然撤退，没有上市经验的周鸿祎顿时手足无措。

“这次商业危机已经超过了我人生中经历过的任何一次……”周鸿祎回忆中没有详叙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.

讲和Negotiation

11月4日，“360扣扣保镖”下载量已达1700万，此时，360 发表公开信，决定主动下线“360扣扣保镖”，并通过弹窗公告请求用户卸载。

11月5日，工信部、中国互联网协会通过行政命令要求360与腾讯双方不要再争执。

11月10日，360宣布QQ与360恢复兼容。

两方鸣金收兵，几亿人关注的“3Q大战”戛然而止。此后，双方进行了长达四年的诉讼与反诉讼。其中，轰动全国的360对腾讯反垄断诉讼案最终以360败诉终结。

吴晓波说，“3Q大战”在某种程度上改变了马化腾的性格。

2010年11月11日，大战的硝烟还未完全散去，小马哥发布了《给全体员工的邮件》，他表示，“过去，我们总在思考什么是对的。但是现在，我们要更多地想一想什么是能被认同的。”

这之后，腾讯的商业模式变得更开放。腾讯公司变得更强大，更令人尊重。

对360来说，“3Q大战”激发了其强大的自愈能力，坚定了360在安全领域做大做强的决心。后来，承接上市计划的副承销商瑞银表态，愿意成为主承销商。360如期启动了上市前期工作，在新的领域不断尝试。

从这个角度来说，“3Q”大战没有输家。

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.