今日导读

将近一年前，微信用户就已经突破十亿。对此，微信创始人张小龙一边表示“在我们自己看来，这只是哪天达到的一个问题”，一边也还是承认，“对于一个做互联网产品的人来说，应该还是很值得庆祝的一个事情。”微信已经不仅仅是国民级应用程序了，连国外的巨头都在考虑向它取经。扎克伯格就希望 Facebook 能学个一招半式，完成转型。它究竟能不能做到，我们来读一篇纽约时报的分析。

新闻原文

Mark Zuckerberg wants Facebook to emulate China’s WeChat, but can it?

As Mark Zuckerberg begins shifting Facebook to private messaging and away from public sharing and open conversations, the vision he has sketched out for the future of social networking already exists—just not in the United States.

Instead, it is a reality in China through a messaging app called WeChat.

To make Facebook a private messaging product, Zuckerberg may have a lot to learn from Allen Zhang, the creator of WeChat. Zhang is famous for his perfectionist pursuit of a well-designed service.

Zhang fought many internal battles when Tencent’s revenue department pushed to put more ads on WeChat. In a four-hour speech earlier this year, he pondered the question of why there were not more ads on the messaging service, especially the opening-page ads that are the norm in many other Chinese mobile apps.

Many Chinese spend a lot of time—about one-third of their online time—on WeChat, he said. “If WeChat were a person, it would have to be your best friend so that you would be willing to spend so much time with it, ” he said. “How could I post an ad on the face of your best friend? Every time you see it, you’ll have to watch an ad before you can talk to it.”

Zhang, who has made restraint his product philosophy, has been lucky because Tencent makes most of its money from online games so that it does not need to sell ads for revenue. Zuckerberg does not have that luxury, given that he is trying to switch from an ad-based business into a different model. It will be far from an easy task to pull off.

带着问题看讲解

“勾勒”可以用文中的哪个短语表示？

在张小龙看来，微信为什么不能有太多广告？

作者认为有什么优势是张小龙具备而扎克伯格没有的？

新闻正文【译】

Mark Zuckerberg wants Facebook to emulate China’s WeChat, but can it?

马克·扎克伯格希望 Facebook 效仿中国的微信，它做得到吗？

As Mark Zuckerberg begins shifting Facebook to private messaging and away from public sharing and open conversations, the vision he has sketched out for the future of social networking already exists—just not in the United States.

当马克·扎克伯格开始让 Facebook 从公共分享和公开对话转型到私人通讯时，他为未来社交网络勾勒的愿景已经存在了——只不过不是在美国。

Instead, it is a reality in China through a messaging app called WeChat.

相反，一个名叫“微信”的通讯应用程序，已经在中国实现了这一愿景。

To make Facebook a private messaging product, Zuckerberg may have a lot to learn from Allen Zhang, the creator of WeChat. Zhang is famous for his perfectionist pursuitof a well-designed service.

要想把 Facebook 变成一款私人通讯产品，扎克伯格有很多事可能要向微信的创造者张小龙学习。张小龙对设计精良的服务有着完美主义般的追求，因而享有盛名。

Zhang fought many internal battles when Tencent’s revenue department pushed to put more ads on WeChat. In a four-hour speech earlier this year, he pondered the question of why there were not more ads on the messaging service, especially the opening-page ads that are the normin many other Chinese mobile apps.

当腾讯的营收部门敦促在微信上投放更多广告时，张小龙曾经在公司内部打了很多场仗。在今年年初一场四个小时的演讲中，他让大家思考了一个问题：为什么这个通讯服务平台上没有那么多广告，特别是在中国其他许多手机应用中很常见的启动页广告。

Many Chinese spend a lot of time—about one-third of their online time—on WeChat, he said. “If WeChat were a person, it would have to be your best friend so that you would be willing to spend so much time with it,” he said. “How could I post an ad on the face of your best friend? Every time you see it, you’ll have to watch an ad before you can talk to it.”

他说，很多中国人花大量时间在微信上，大约占他们上网时间的三分之一。“如果把微信比作一个人，那么它一定是你最好的朋友，这样你才愿意花那么多时间和它在一起。”他说道，“我怎么能把广告贴在你最好的朋友脸上呢？每次你看到它，你得先看到广告，然后才能和它说话。”

Zhang, who has made restraint his product philosophy, has been lucky because Tencent makes most of its money from online games so that it does not need to sell ads for revenue. Zuckerberg does not have that luxury, given that he is trying to switch from an ad-based business into a different model. It will be far from an easy task to pull off.

将克制奉为产品理念的张小龙，一直很幸运，因为腾讯大部分营收来自网络游戏，所以它不需要靠卖广告来赚钱。然而，扎克伯格并没有这样的优势，因为他正试图从基于广告的业务转向一种不同的模式，这实现起来将远没有那么容易。

重点词汇

个人笔记

拓展阅读

Facebook “私人客厅”的商业模式

扎克伯格将构建一个私有服务的平台，可以实现呼叫、视频聊天、群组、支付等功能。同时，它也会新增内容和支付选项，用衣食住行、金融等场景搭建起互联网生态系统。用户在这个平台上可以实现购物、打车、叫外卖、买电影票等功能，而平台则可以实现广告收入以外的营收增长，如游戏、支付、对入驻平台的第三方投资等等。

其中，在搭建生态系统方面，Facebook 需要与其他企业签订协议，通过企业平台提供服务。出于对个人隐私信息泄漏的担忧，绝大部分用户对于社交网络上的交易会更保守，推进起来可能会遇到阻力。扎克伯格表示将会与世界各地的专家、行业合作伙伴、政府进行协商，确保这些改革的措施得以合理推进。