新浪網陳彤在第四屆中美互聯網論壇的致辭

後門戶時代的互聯網
——在第四屆中美互聯網論壇的發言
新浪網執行副總裁兼總編輯 陳彤
2010年11月8日

The Internet in the Post-portal Era
By Chen Tong
Executive Vice President and Editor-in-Chief,

能夠有機會與來自中美兩國的人士一起探討互聯網的現狀與未來，感到非常榮幸。今天我想以“後門戶時代的互聯網”爲題，以“門戶”作爲觀察的圓心，對當前中國互聯網的變化和特點談幾點看法，希望能對各位瞭解中國互聯網的最新趨勢有所幫助。
I feel very much honored to have this opportunity to discuss the present and future of the Internet with guests from China and the United States. Today, I would like to express some of my views on the changes and characteristics of the Internet in China, and I hope you will find my words useful to understand the latest trends of the Internet in China.

當然，我想首先要明確的是“門戶”的概念。實際上，在中國，我們今天所談論的門戶與當初YAHOO在美國初創時所說的門戶已經有了很大不同。那個時候，提供搜索服務爲主的網站成爲網民進入互聯網的“門戶”。而在中國，門戶的意義除此之外，更多還包含了“大而全”的資訊信息超市的含義。新浪、搜狐、百度等網站及其基本服務上可以說是門戶網站的基本形態。由於這些網站在中國互聯網的發展過程中出現早、影響大，因而也爲中國互聯網深深地打下了 “門戶概念”烙印。從這個意義上也可以解釋，爲什麼今天我們會以後門戶網站時代作爲一個觀察的視角。
First, let me clarify the concept of a ‘portal’. Actually in China, the portal that we are discussing today is very different from the ‘portal’ at the time when Yahoo was created in the US. In those days, Websites with search as their main function served as the ‘portal’ for Internet users to enter the Internet. While in China, ‘portal’ also means a “large and complete” supermarket of news and information. , and , etc., together with their basic services represent the basic patterns of portal sites. These Websites emerged early and exerted great influence in the course of development of the Internet in China, and therefore they deeply branded the Internet in China with the concept of ‘portal.’ This explains why we can use ‘post-portal era’ as a perspective of observation.

應該說，所謂“後門戶時代”，在中國網絡界並不是一個新出的說法。其實從2001年開始，從搜索、無線增值、網絡視頻、SNS社區陸續興起，就不斷引發大家對於“後門戶時代”的討論。
It’s should be noted that the so called ‘post-portal era’ is not a new wording in Chinese Internet circles. Actually since 2001, with the successive emergence of search, mobile value-added services, online videos and SNS communities, people have been aroused to discuss the ‘post-portal era’.

後門戶時代並不是指門戶網站影響力的減弱，而是一個在更廣泛的觀察視角來看：從整個互聯網的網民上網行爲而言，門戶網站已經不再是唯一或者是主要的入口；從門戶網站的內容模式而言，門戶的內容將不限於傳統的新聞加廣告；從網絡業務模式而言，不再以“大而全”爲特徵的網絡產品形式將大量涌現。
‘Post-portal era’ does not mean the ebbing of the influence of portal sites. It rather means that from a wider perspective: as regards the surfing behavior of users of the entire Internet, portal sites are no longer the only or main entrance; as regards the content modes of portal sites, the content of portal sites are no longer limited to the orthodox mode of a mix of news and ads; as regards the business patterns of the Internet, many online products not featuring the ‘large and complete’ will spring up.

從這幾個維度來看，相比以前，近兩年中國互聯網的後門戶時代特徵顯得尤爲明顯。
From these perspectives and in contrast with the situation of the past, the post-portal characteristics of the Internet in China have looked particularly marked during the recent couple of years.

首先，門戶網站自身的內容和服務模式不斷創新，擺脫以往單一的資訊加廣告模式。
First, the continuous innovations of portal sites in their content and service patterns have let them to shake off the single, old-mode mix of news and ads.提及中國門戶網站的創新應用，微博無疑是一個不容忽視的方面。以2009年開始測試的新浪微博爲例，截至2010年第二季度新浪微博的註冊用戶數已超5000萬，在這裏用戶可以通過手機和互聯網平臺發佈文字、圖片、視頻，並且可以推送、轉發，已經成爲從媒體到政府，從機構到個人，一個真正的信息交互平臺。
To speak of the innovative applications for Chinese portal sites, it’s no doubt that microblogging cannot be neglected. Take the microbogging service of , which was put to test in 2009, as an example, by the second quarter of 2010, it has more than 50 million registered users, and it has become a real info-exchange platform for media, government, other institutions and individuals where they can publish, push and forward text, photos and video from cell phones and other Internet interfaces.

在今年兩會，中國官方通訊社新華社的重點欄目“新華視點”開通新浪兩會微博，通過微博發佈兩會最新消息，兩週時間粉絲超過20多萬，被境外媒體稱爲“中國新聞報道史上值得關注、值得記錄的一小步”。從今年年初開始，北京、上海、廣東等地公安系統陸續有系統的全面開通新浪微博，通過微博發佈各種警示提示和政務答疑等，被媒體稱作是“尊重公民知情權的具體體現”。
During this year’s sessions of the National People’s Congress and Chinese People’s Political Consultative Conference, Xinhua News Agency, China’s official news agency, registered an account for its key program “Xinhua Viewpoints” on Sina microblogging to publish the latest news on the sessions. It accumulated 200,000 users in two weeks and was described by overseas media as ‘a small step that is worth paying attention to and recording in the history of Chinese news reporting.’ Since the beginning of this year, public security systems, one after another, have systematically opened accounts for microblogging on to publish various alerts and answer administrative questions. Such moves were described by the media as “concrete embodiment of respecting citizens’ rights to know.”

此外，在今年的世界盃報道期間，新浪通過“原創內容+微博”內容組織模式來尋求報道內容的差異化和多樣化。多位足球名家通過微博對比賽進行實時點評和報道，開創了一個全新的看球和評球模式。
In addition, in its coverage of the World Cup this year, sought diversification in its reporting with the introduction of the content organization mode of ‘original content+microblogging.’ Many soccer experts reported and commented through microblogging. Hence, a new mode to watch and comment soccer was established.

隨着新浪、搜狐等門戶網站相繼開通微博服務，有媒體甚至說中國網絡媒體已經進入微博時代。
With and offering microblogging services one after another, some media even claimed that the online media in China had entered the ‘era of microblogging.’

當然，除微博等社區服務模式外，遊戲、輸入法、桌面產品等，都爲後門戶網站時代門戶網站的含義增加了新的註解。
Of course, the model of community services like microblogging, games, input methods and desktop products, among other things, have all provided more footnotes to the connotations of portal sites in the post-portal era.

第二，在後門戶時代，網民上網的第一着陸點已經開始不斷多樣化。
Second, in the post-portal era, the first landing points for Internet surfers have begun to show diversification.

據統計，自2007年起即時通訊、社區等平臺已經成爲近半數網民的首選入口。而對於傳統以資訊傳播爲主的門戶網站來說，在後門戶時代，一個需要面臨的情形是，對資訊的獲取已經不再是網民上網的唯一需求，甚至已經不是最主要的需求。CNNIC最新的調查顯示，網絡娛樂、電子商務、社區交流等方面的用戶增長數位居前列
Platforms like instant messaging and communities have become nearly half of Chinese Internet users’ first choice of entrance. For portal sites with news communication as their traditional business, in the post-portal era, they are faced with a new situation: acquisition of news is no longer the only or most important demand of Internet surfers. China Internet Network Information Center said in its latest statistics that online entertainment, e-commerce and community exchanges have led to the growth of users.在今年10月初， CNN一項針對全球讀者新聞消費與分享習慣的調查顯示，43%的新聞通過Twitter和Facebook等社交媒體網絡和工具分享，社交網絡已經成爲新聞分享的最大渠道。這個調查也從某種程度上表明，許多網民已經不再是或者說不需要再通過門戶去了解資訊。我想凡是使用過新浪微博的朋友都會有這樣一個感覺，那就是微博已經越來越成爲資訊獲取的重要渠道。在這裏，通過發佈和轉發，用戶可以方便而快速地瞭解最新的突發新聞和最有意思的資訊。
In early October, a survey conducted by CNN on the consumption and sharing habits of global-news readers showed that more than 43 percent of news was shared through SNS tools like Twitter and Facebook, and SNS had become the single most important way of sharing news. To some extent the survey showed that many Internet users no longer get news, in other words, no longer need to get news, through portals. I think that all those friends who have used microblogging on must feel that microblogging is increasingly becoming an important means to get news. Here users can conveniently and quickly get the latest breaking news and most interesting stuff by publishing and forwarding.

在後門戶時代，傳播“去中心化”，受衆分散化是一個不可逆轉的趨勢。
In the post-portal era, the de-centralization of communication and the diversification of audiences will be an irreversible trend.

第三，從網絡業務模式上看，垂直化、細分化的網絡服務模式在這兩年得以廣泛發展。
Third, in terms of business patterns, vertical and segmented online service modes have extensively developed in the past couple of years.

隨着中國互聯網10多年的發展，中國網民的上網需求和行爲也在發生變化。同時，隨着網民數量的急劇增加，網民上網需求偏好也逐漸多樣化。因此，滿足一類人羣對某一上網的應用需求已經足以形成一個值得挖掘“富礦”。隨之而來的就是，近兩年，淘寶、開心網、豆瓣、盛大文學等爲代表交友、購物、娛樂、旅遊、閱讀等多類垂直和細分網站的蓬勃發展。
With the development of the Internet in China for more than ten years, the needs and behavior of Chinese Internet users have been always changing. At the same time, with the rapid increase of the number of users, their online needs and preferences are gradually diversifying. Therefore, satisfying a specific online-application need for a specific group of users has become a ‘rich ore’ that is worth exploiting. Following this, in the past couple of years, many vertical and segmented Websites specializing in dating, shopping, entertainment, tourism and literary reading and etc., represented by , , and and etc., have prospered.

綜上所述，近兩年以來，中國互聯網的發展走進了一個新的“後門戶時代”。如果說這次的“後門戶時代”與以往相比有什麼不同的話，那就是在這個時代，無論是門戶網站還是其他網絡服務平臺在同時都表現出了令人讚歎的活力與創新，爲中國網民真正實現了廣義上的網絡生活。
In sum, in the past two years the development of the Internet in China has entered the new ‘post-portal era.’ If I am asked to say what the difference of this era between that of the past is, I would like to say that in this era, both portal sites and other online service platforms have at the same time showed admirable vitality and creativity, and they have genuinely provided Chinese Internet users with online lives in the broad sense.

當然，面對未來，我相信，以新浪、搜狐爲代表的商業門戶網站依然能夠像以前一樣，爲“後門戶時代”帶來更多新的外延和內涵！
Of course, facing the future, I believe that commercial portal sites represented by and will, like what they did before, bring more new denotations and connotations to the ‘post-portal era’!

謝謝大家！
Thank you!