“頭騰”大戰硝煙再起

{"type":"doc","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"1 月 7 日，字節跳動副總裁謝欣在微頭條發文稱，由於微信開放平臺的不開放，“飛書文檔”微信小程序已經在審覈流程上被卡將近兩個月了。在這個過程中，騰訊沒有給出任何迴應和理由，只是說，“此應用在安全審覈中”，不做進一步處理。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"四天之後，飛書官方賬號再發文表示，“截至目前，騰訊微信一直未迴應爲何無理由封禁飛書，我們曾嘗試多次聯繫微信人工客服，發現根本無法聯繫上。”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"字節兩次控訴，騰訊保持沉默"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"目前，飛書作爲企業協作平臺爲中小企業服務。根據謝欣的說法，騰訊微信對飛書的封殺是從 2020 年初開始的，並且一直沒有給出理由。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"一年多的時間，字節沒有公開發聲，而這次使得副總裁親自下場的直接原因是由於疫情反覆帶來的協作工具的使用增長，而長久以來的審覈未果給字節帶來了一定的損失。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"“最近，很多企業因爲疫情反覆又緊張了起來，遠程辦公再次成爲一種重要的工作模式。我們希望騰訊能夠從公平、公正的立場出發，停止無理由的封殺。”謝欣表示。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"疫情是帶動協作軟件市場大熱的重要因素。今年 3 月，中國市場效率辦公類產品的總使用時長同比增加了 20 倍，幾乎接近了即時通訊。騰訊旗下的企業微信、騰訊文檔、騰訊會議，阿里主打企業協作的釘釘等都趁勢拿下了不錯的市場份額。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"騰訊會議不到兩個月的時間就達到了 1000 萬的日活量，而企業微信截至去年 5 月使用企業達數百萬，擁有 2.5 億用戶。釘釘更是這次熱潮中的大贏家，去年 3 月底，用戶數就超過了 3 億。而字節的飛書，雖然已被小米使用，但整體上品牌知名度和市場份額上都還不高。這次疫情反覆，多地開始實施隔離、在家辦公政策，對於辦公協作市場來說也是一次機會。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/wechat\/images\/1f\/1f361ea45d6d6d503d1abde6a0eed20d.png","alt":null,"title":null,"style":null,"href":null,"fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":"center","origin":null},"content":[{"type":"text","text":"飛書文檔審覈截圖，來源：謝欣"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"謝欣的言論引發了很多媒體報道，但微信並沒有作出迴應。今天，飛書官方除了再次抗議外，也開始給騰訊施加輿論壓力。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"飛書官方表示，在騰訊新聞 App 內，相關媒體報道的分享轉發按鈕徹底消失了，而在騰訊新聞內搜索“騰訊封禁飛書”，其資訊頁搜索結果不會出現相關新聞報道。“我們希望騰訊新聞作爲一個新聞平臺，能夠公平、公正、客觀地呈現報道，停止干預輿論傳播秩序。”經筆者查證，在騰訊新聞 App 內確實已經沒有了相關報道。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"不過，截至本文發出，微信仍沒有對此事作出迴應。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/wechat\/images\/eb\/ebfcc2add3bf6285b3003c89437ed3ae.png","alt":null,"title":null,"style":null,"href":null,"fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":"center","origin":null},"content":[{"type":"text","text":"來源：飛書"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"騰訊“封殺”，並不代表壟斷？"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"回顧 18 年，騰訊旗下微信、QQ 先後封禁字節跳動公司旗下的抖音短視頻、火山小視頻、西瓜視頻，以及快手和微視 5 款短視頻產品時，騰訊副總裁林松濤表示，“這有政策法規的原因，也要看微信的規則。”不過，具體是什麼政策法規、什麼微信規則，騰訊至今都沒有做出明確解釋。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"當然，被騰訊“封禁”的企業不止字節跳動。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"有媒體統計，目前已經有 14 個產品遭遇過騰訊“封禁”。在過去十多年間，快的、網易、淘寶、支付寶、網易雲、易到用車等多款 App 都“享受”過騰訊的“封禁待遇”。2019 年，頭條的多閃、王欣的馬桶 MT、羅永浩的聊天寶等先後發佈，毫無意外，騰訊也都對其進行了封殺。目前多閃、馬桶 MT 已經成爲往事，聊天寶名存實亡。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"這次，謝欣除了提出抗議，還提到了最近很多企業都很敏感的“壟斷”。“我們尊重騰訊在社交領域擁有的絕對市場地位和影響力，但對於‘微信開放平臺針對飛書不開放’，並且依賴壟斷地位，封殺飛書傷及企業用戶體驗的做法不認可。”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"實際上，在這次謝欣發聲之前，西瓜視頻總裁就已經以“壟斷”爲名，公開抗議過。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"去年 12 月 29 日，任利鋒表示，目前國家推動的反壟斷將有利於整個中視頻行業發展，用戶在朋友圈和微信裏分享西瓜視頻的行爲被無理由封禁，這是“沒有道理的”。他表示，利用社交壟斷優勢阻斷用戶分享內容的正當需求，對用戶和行業健康發展都不利。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"知乎答主“遊雲庭律師”指出，騰訊封殺字節跳動的原因和 Facebook 近期被美國聯邦貿易委員會起訴的案例很像，Facebook 被起訴是因爲屏蔽了競爭對手的開放平臺接口，涉嫌濫用市場支配地位，騰訊不但屏蔽字節的開放平臺接口，還連他們域名也一鍋端，不準在微信分享，這種平臺公司的屏蔽行爲對競爭秩序有很大破壞。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"不過，法律從業人員肖海（化名）告訴 InfoQ，該事件涉及的並非壟斷，而是可能涉嫌不正當競爭。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"肖海表示，目前，根據規定主要有三種壟斷行爲：一是經營者達成壟斷協議，比如頭部幾家企業達成協議，市場價格不能低於多少或者不能高於多少；二是經營者濫用市場支配地位，比如市場佔有率比較高的企業以一個明顯的低價或者高價出售商品或者服務；三是具有或者可能具有排除、限制競爭效果的經營者集中，比如 Top1 企業想收購 Top2 企業。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"而不正當競爭是指，在市場經營中，爲了達成某種目的採取了不當的手段，比如山寨、商業賄賂、非法獲取商業祕密。騰訊禁止飛書的行爲如果沒有一個合理的理由，則可能會涉嫌違反《反不正當競爭法》的第十二條。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"blockquote","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"注：這一條是 2017 年反不正當競爭法修訂時增加的條款，被業界稱爲“互聯網專條”。其中十二條採用了“3+1”的模式，描述了三種具體的行爲和一條“兜底性條款”。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"具體行爲是：（一）未經其他經營者同意，在其合法提供的網絡產品或者服務中，插入鏈接、強制進行目標跳轉；（二）誤導、欺騙、強迫用戶修改、關閉、卸載其他經營者合法提供的網絡產品或者服務；（三）惡意對其他經營者合法提供的網絡產品或者服務實施不兼容；（四）其他妨礙、破壞其他經營者合法提供的網絡產品或者服務正常運行的行爲。"}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"肖海認爲，騰訊封閉頭條的行爲，涉嫌違反其中的第三項，但是需要證據證明騰訊存在惡意。如果沒有合理的理由，那騰訊可能會涉嫌不正當競爭。所以，現在一切就要看騰訊是否可以給出一個比較正當的理由。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"字節跳動開始觸動騰訊核心業務"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"與 20 多歲的騰訊相比，12 年成立的字節跳動算是“後浪”，但已經成爲沒人能忽視的存在。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"騰訊主導社交與長視頻領域多年。根據 2020 年 Q3 財報顯示，騰訊微信及 WeChat 的月活躍帳戶爲 12.1 億，同時社交網絡帶來收入 283.80 億元，同比增長了 29%。微信小程序的日活量達到了 4 億多，覆蓋超過 200 個細分行業，“小程序從業者”536 萬，微信生態裏活躍的第三方服務商已超過 4 萬家。在長視頻領域，騰訊視頻付費用戶規模達到 1.2 億，同比增長 20%。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"但在短視頻領域，騰訊的產品還是不夠能打。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"截至 2020 年 8 月，連同抖音火山版在內，抖音日活已經突破 6 億，西瓜視頻日活 1.6 億。而作爲騰訊短視頻產品矩陣的排頭兵，微視 2020 年目標是日活達到 5000 萬，兩者差異仍舊懸殊。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"騰訊短視頻的“另一條腿”是視頻號。背靠微信巨大的流量，截至 2020 年 6 月，視頻號用戶已經達到了 2 億。10 月，視頻號上線直播間，打通了微信小商店，並對標剪映上線了視頻剪輯軟件。12 月，直播功能增加了美顏、濾鏡和連麥，上線了微信豆。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"同時，字節跳動也將觸角伸到了長視頻領域。在 2020 西瓜 PLAY 好奇心大會上，西瓜視頻總裁任利鋒正式宣佈，未來一年裏，西瓜視頻將至少拿出 20 億元用於補貼“中視頻”賽道，重點鼓勵優秀的視頻創作者。這項戰略調整，對於騰訊來說並非好事。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"除了視頻，字節跳動與騰訊已經在多個領域展開競爭。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在對騰訊尤爲重要的遊戲領域，字節跳動在 2019 年 2 月，憑着《消滅病毒》的爆量表現，拉開了進軍超休閒遊戲領域的帷幕。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"之前，字節跳動通過併購的方式，買入了墨鵾科技、大眼星空和深極智能三家遊戲開發公司。2020 年，字節跳動通過戰略融資的方式，入手了動漫遊戲開發商神羅互娛、手機遊戲開發運營商有愛互娛，以及歐美休閒手遊開發商 MYBO。此外，北京比特漫步科技有限公司等也已被納入“字節系”。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在騰訊重點佈局的影視及網絡文學領域，字節跳動將今日頭條小說頻道更新爲“番茄小說”品牌，並宣佈全部免費。2020 年，字節跳動參與了九庫文學網的千萬級人民幣 A 輪融資，戰略投資了鼎甜文化、塔讀文學和掌閱科技，還先後入股了涉及網絡文學的秀聞科技、吾裏文化。此外，字節在醫療、教育、金融等方面都開始加緊佈局。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"競爭不止，字節的野心也不止於騰訊。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":5}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}}]}