Big change 2010 for Rep. Offices in China

In February 2010, the Chinese State Administration of Taxation issued a circular entitled “Tentative Measures for the Administration of Taxation on Representative Offices of Foreign Enterprises”, to clarify and update the taxation policies with respect to representative offices (RO) in China. The circular, which applies retroactively as from 1 January 2010 and abolishes previous guidance governing RO, sets out the requirements relating to the methods to be used to calculate tax, the tax filing procedures, etc. applicable to RO.

Setting up an RO in China is simple and convenient: there is no registered capital requirement, the application process is easy and the operating costs are relatively low. Therefore, registering an RO in China is generally the initial step for foreign companies wishing to invest in and experience the local market.

Although the Chinese government has stipulated various restrictions on the activities of RO (e.g. it has prohibited most RO from carrying on direct business activities), in practice some RO have conducted business beyond their approved scope. To address this issue, the State Administration for Industry & Commerce issued a “Notice on Further Strengthening the Registration Administration of Foreign Enterprises’ Representative Offices” in January 2010, which imposes more stringent requirements on RO (e.g. an RO is normally not allowed to have more than four representatives (including the Chief Representative)). These instances of non-compliance have also attracted the attention of the Chinese tax authorities.

As a result the methods of filing an Enterprise Income Tax return and an application for an exemption from EIT are no longer determined based on the principal business of the head office of an RO, should be submitted and tax paid based on the profits attributable to an RO. Business Tax (BT) and Value Added Tax (VAT) returns should be submitted and tax paid in accordance with the relevant tax regulations.

An RO is required to maintain accounting books and records based on official and valid vouchers. It also must accurately calculate its taxable turnover and profits (“actual amount method”) based on a principle that reflects the actual functions performed by the RO and the risks borne. An RO should submit quarterly EIT and BT returns based on actual results within 15 days after the end of each quarter, and submit a VAT return and pay VAT due in accordance with the deadlines stipulated in the “Provisional Regulations of Value Added Tax”.

If an RO is unable to provide a complete accounting record or if it cannot calculate its income and expenses with reasonable certainty, the tax authorities reserve the right to use one of the following “deemed amount methods” to determine taxable turnover and profits:

1. A cost-plus method for an RO that is able to provide accurate details of its operating expenses but cannot accurately substantiate its turnover or costs; and

2. The deemed profit method (based on the turnover) for an RO that is able to provide accurate turnover information but the cost and expense details are not clearly shown.

An RO that is taxed according to one of the deemed amount methods may apply to the tax authorities to use the actual amount method if the RO can demonstrate that it can now maintain sound accounting books and records to calculate accurate taxable turnover and profits.

Where the deemed amount methods are applicable, the deemed profit rate is increased from 10% to no less than 15%. The following example illustrates that the total EIT and BT burden will be increased by at least 24% for an RO taxed according to the cost-plus method.

If the cost-plus method is used, the expenses required to be included in the cost-plus computation as required by the new rules remain almost the same as those under the old rules. However, the new rules provides that expenditure incurred on fixed asset additions and leasehold improvements will be treated as one-time expenses – an RO cannot use depreciation or amortization charges for purposes of the cost-plus computation.

The new rules require that the local tax authorities no longer accept applications for an exemption from EIT under the old rules, and should review and revisit the taxability of those RO that were previously approved for the tax exemption. RO that believe they are eligible for an exemption from EIT pursuant to a relevant tax treaty (or tax arrangement) may apply to the tax authorities for the exemption in accordance with the “Administration Measures on the Application for Preferential Treatment under a Tax Treaty by Nonresidents”.

Potential problems arising under the new rules:

1) The new rules states that an RO engaged in activities subject to VAT must file a VAT return. However, since RO usually do not have the capacity to carry on trading activities directly (e.g. there are restrictions on the import of merchandise, the issuance of invoices, the receipt of business proceeds, etc.), the reference to taxable activities subject to VAT should be clarified.

2) The old regulations stipulated that RO that only carried out market research, the provision of market information and liaison and other preparatory and auxiliary activities in China for purposes of the manufacturing or sale of the products of their head offices were not to be subject to EIT or BT. Such RO were eligible to apply for an exemption from both taxes. In contrast, the new rules only allow an RO to apply for an EIT exemption if there is a relevant tax treaty/arrangement. Practically speaking, it is a formidable challenge to prove to the satisfaction of

The tax authorities that the activities carried out by an RO are only “preparatory and auxiliary” in accordance with a tax treaty/arrangement. The new rules also mandates that the local tax authorities refrain from accepting EIT exemption applications, but does not mention the BT exemption application. Even if an RO is able to obtain an exemption from EIT, it is unclear whether an exemption from BT is also available.

3) For an RO with a simple function and low risk, the old deemed profit rate of 10% is normally not considered low in most cases. However, the new rules now prescribes the use of a deemed profit rate of no less than 15%. It is unclear whether the local tax authorities would use a higher deemed profit rate. On 20 February 2010, the SAT also issued “Administrative Measures for the assessment and Collection of Enterprise Income Tax on Nonresident Enterprises”, which provide that the deemed profit rate for nonresident

enterprises should range from 15% to 50% (and maybe even higher in certain cases), depending on the nature of the services provided. It is unclear whether the local tax authorities would refer to Circular 19 to determine the appropriate deemed profit rate for an RO based on the principal business of its overseas head company. It is also unclear whether the local tax authorities would consider other factors in determining the deemed profit rate.

4) Where an RO is taxed under the actual amount method, The new rules for the first time indicate that the RO should record its taxable turnover and profits according to the actual functions undertaken and risks assumed. From an economic perspective, this seems to imply that the SAT is focusing its attention on whether the amount of turnover and profits booked by the RO reflect a reasonable amount as compared to the results of the head office.

Many issues obviously need to be clarified for the new rules to be able to be implemented.

Summary

The purpose of The new rules is to strengthen the collection and administration of taxes on RO. The Circular abolishes the old approval procedures for a tax exemption application, requires a revisit of RO that were tax exempt and increases the deemed profit rate. To some extent, these new measures may discourage foreign companies from setting up RO in China. With the previous deemed profit rate of 10% already considered high by some RO, the new deemed profit rate of 15% will undoubtedly increase the tax burden on RO. Foreign investors should, therefore, examine whether their RO qualify for a tax exemption under the new regulations. RO that believe they are entitled to an exemption should apply for approval as soon as possible. Where an RO does not meet the new requirements for exemption, converting the RO to a wholly foreign-owned company may be an alternative.

Furthermore, The new rules allows the local tax authorities of all provinces to set out specific operational procedures, so investors still need to pay close attention to the local tax authorities’ policy developments and prepare to take action to mitigate potential risk.

Neue Regelungen für Repräsentanzbüros in China

Das Amt für administrative Verwaltung von Industrie und Handel (SAIC= State Administration of Industry and Commerce) hat zu Beginn dieses Jahres neue Regelungen für Repräsentanzbüros in China erlassen, die mit sofortiger Wirkung in Kraft treten. Die Richtlinien beinhalten folgende wichtige Neuerungen:

 (1) Jährliche Neuregistrierung des Repräsentanzbüros statt wie bisher alle drei Jahre.

(2) Ein Repräsentanzbüro kann maximal 4 Repräsentanten beschäftigen.

(3) Die Überwachung der Repräsentanzbüros und die Einhaltung der geltenden Regelungen wird verschärft.

(4) Die Muttergesellschaft muss zum Zeitpunkt der Gründung des Repräsentanzbüros bereits mindestens zwei Jahre bestehen.

(5) Ein Existenzbeweis der Muttergesellschaft muss fortan jährlich erbracht werden.

Was ist der Hintergrund dieser Regelungen?

Die Regelungen sind insgesamt als Teil einer wirtschaftspolitischen Ausrichtung zu verstehen, die verstärkt Wert auf die Qualität der Investitionen in China legt.

Sie sollen einen möglichen Mißbrauch von Repräsentanzbüros durch die Überschreitung der Grenze von repräsentativer Tätigkeit zur Geschäftstätigkeit eindämmen.

Gleichzeitig zielen die neuen Regelungen darauf ab, ausländische Investoren zur Gründung einer eigenen chinesischen GmbH (WFOE= Wholly Foreign Owned Enterprise) oder eines Joint Ventures zu bewegen.

Die chinesischen Behörden stellen damit klar, dass ab sofort die Befolgung der Vorschriften strenger überwacht wird. Demzufolge wird die Toleranz für Repräsentanzen, die de facto Gewinn erwirtschaften oder Dienstleistungen erbringen, nach allgemeiner Einschätzung in Zukunft stark abnehmen.

Die Neuregelungen nehmen auch Visamissbrauch durch Ausländer ins Visier, die eine Repräsentanz hauptsächlich zum Zweck der Erlangung einer Aufenthalts- und Arbeitserlaubnis gründen.

Als solche sehen wir die neuen Regelungen durchaus als Schritt in die richtige Richtung, auch wenn sich dadurch der Verwaltungsaufwand erhöht.

Was sind die Auswirkungen für Ihre Repräsentanz?

 (1) Jährliche Neuregistrierung des Repräsentanzbüros statt wie bisher alle drei Jahre.

Zugehörige Dokumente wie z.B. der Existenznachweis der Muttergesellschaft sind jedes Jahr neu zu erbringen. Bestehende Repräsentanzen können zunächst mit ihrer momentan gültigen Genehmigung weiter operieren. Nach deren Ablauf gelten die neuen Regelungen.

(2) Ein Repräsentanzbüro kann maximal 4 Repräsentanten beschäftigen.

Ausländer, die in China in einer Repräsentanz arbeiten, müssen als Repräsentanten registriert sein. Deren Zahl wird nun auf 4 beschränkt.

Bestehende Repräsentanzen mit mehr als 4 Repräsentanten können diese weiter beschäftigen, jedoch keine zusätzlichen Repräsentanten anstellen. Bei Erneuerung der Betriebsgenehmigung der Repräsentanz muss die Anzahl der Repräsentanten dann auf 4 beschränkt werden.

Nur Repräsentanten können ein Z-Visum und damit auch eine Aufenthalts- und Arbeitsgenehmigung erlangen, für zusätzliche ausländische Beschäftigte muss die Repräsentanz eine Einladung ausstellen, mit der ein F-Visum für Geschäftsreisen mit beschränkter Aufenthaltsdauer (normalerweise max. 90 Tage) beantragt werden kann.

Lokale Mitarbeiter werden in der Regel über Dienstleister wie FESCO oder CIIC angestellt und sind dadurch von der Neuregelung nicht betroffen.

(3) Die Überwachung der Repräsentanzbüros und die Einhaltung der geltenden Regelungen wird verschärft.

Die ortsansässige SAIC-Behörde führt innerhalb von drei Monaten nach Gründung der Repräsentanz eine Inspektion der Meldeadresse durch. Das Nichtvorhandensein von Büroräumlichkeiten oder Mitarbeitern führt zur Verhängung von Strafen für die Repräsentanz.

Repräsentanzen ist es zudem untersagt, ohne ordnungsgemäße Neuregistrierung umzuziehen. Ausserdem ist es nicht gestattet, in einem Verwaltungsbezirk die Betriebsgenehmigung, in einem anderen Verwaltungsbezirk dagegen die Steuerregistrierung, bzw. andere Eintragungen ausstellen zu lassen. Zuwiderhandlung kann dazu führen, dass die Repräsentanz auf einer “schwarzen Liste” landet, was Schwierigkeiten bei der Neuregistrierung oder Abmeldung bei der SAIC oder anderen Behörden nach sich zieht.

(4) Die Muttergesellschaft muss zum Zeitpunkt der Gründung des Repräsentanzbüros bereits mindestens zwei Jahre bestehen.

Dies betrifft neu gegründete Repräsentanzen. Bestehende Repräsentanzen sind nur dann von dieser Regelung betroffen, wenn eine Änderung des Besitzverhältnisses durch die Muttergesellschaft (etwa im Falle einer Übernahme oder Fusion) zustande kommt, wodurch eine Neugründung der Repräsentanz erforderlich wird.

(5) Ein Existenzbeweis der Muttergesellschaft muss fortan jährlich erbracht werden.

Wenn die Betriebsgenehmigung einer Repräsentanz erneuert oder der Name der Repräsentanz geändert werden soll, muss ein legalisierter Existenznachweis der Muttergesellschaft im Herkunftsland erbracht werden.

 Was kann MKT für Sie tun?

 1. Wenn Sie Ihre Repräsentanz wie gehabt weiterführen wollen:

 Mit unserem Annual Corporate Service Package kümmern wir uns um die rechtzeitige und korrekte Erledigung aller jährlich anfallenden Zertifizierungen und Genehmigungen. Wir nehmen Ihnen den Mehraufwand an Verwaltungsarbeit ab, entlasten dadurch Ihre Mitarbeiter und vermeiden mögliche Verstöße gegen die verschärften Regulierungen.

2. Wenn Sie Ihre Repräsentanz zur WFOE „aufwerten“ wollen:

MKT leitet und begleitet Sie durch den Gründungsprozess einer 100%igen Tochtergesellschaft – ausgerichtet auf Ihre spezifischen Zielvorgaben und Anforderungen und unter Optimierung Ihrer Investitionsstruktur.

3. Wenn Sie Ihre Repräsentanz schliessen wollen:

MKT wickelt die Schließung Ihrer Repräsentanz ab, wozu wir mit den involvierten Behörden die notwendigen Schritte koordinieren und die notwendigen Abschlussberichte für Buchhaltung und Steuerprüfung vorbereiten.

4. Weitere Services:

Unsere Buchhaltungs- und Finanzabteilung kann Sie ebenso bei der monatlichen Buchführung begleiten, Unterstützung bei der Quartalskontrolle anbieten, sowie die Vorbereitung der jährlichen Wirtschaftsprüfung übernehmen. Wir erarbeiten gerne ein integriertes Servicepaket für Sie, das auf Ihre spezifischen Bedürfnisse zugeschnitten ist.

Port of Hamburg strengthens its marketing activities in China

China is still one of the most powerful trading nations of the world. With a volume of around 2.3 million TEUs (20 foot standard containers), it remains Hamburg’s most important trading partner for sea freight and container transport.

Port of Hamburg Marketing Association, the marketing organisation of Hamburg’s port transport industry and of Hamburg’s partner ports on the Elbe and in the region, is again this year emphasising the importance of the Chinese market with its planned attendance at two major trade fairs – transport logistic China in Shanghai and the China (Shenzhen) International Logistics and Transportation Fair 2010. At these events member companies will have copious opportunities of presenting themselves on the shared Port of Hamburg Marketing stand. Port of Hamburg Marketing is also organising special customer events and market research projects, and plans to attend several conferences in the course of the year, while its active representative offices in Hong Kong und Shanghai will be intensifying their marketing efforts in the region.

Only recently Port of Hamburg Marketing featured, along with companies from Hamburg and the Hamburg region, at the China International Logistics and Transportation Fair 2009 in Shenzhen, an event attended (according to statistics from the Shenzhen Logistics and Supply Chain Management Association) by more than 67,500 trade visitors. On the occasion of a forum on Macro Economy & Industrial Development, Port of Hamburg Marketing Chairwoman Claudia Roller spoke about recent developments in the port and its infrastructure and described the seaport to hinterland services that Hamburg offers.

The shared stand organised by Port of Hamburg Marketing was successfully used by numerous exhibitors as a platform for forging new business contacts and fostering existing customer relations.

Chairwoman Claudia Roller was delighted at the altogether positive response of those attending the event. She expressed particular satisfaction at the fact that more than 70 guests accepted the invitation to the reception at the Port of Hamburg stand. ‘In the three days of the trade fair we had more visitors to the shared Port of Hamburg stand than last year,’ she emphasised. ‘The Port of Hamburg is a well established brand in China and enjoys a very positive image for the versatility and quality of its services. For Chinese customers Hamburg’s warehousing and distribution logistics services, along with its excellent rail and feeder transport network and the many regular services between China and Germany’s biggest universal port, constitute decisive advantages. Now we must build on these strengths and put them across to the market with a well diversified range of publicity measures,’ Ms Roller concluded. Under the shared Port of Hamburg banner, the following companies took part in the Shenzhen event as an advertisement for the efficiency and flexibility of Hamburg and the Hamburg region: Brunsbüttel Ports GmbH, Buss, Eurogate GmbH & Co. KgaA KG, Hamburger Hafen und Logistik AG (HHLA), Hamburg Port Authority (HPA), TCI International Logistics GmbH and TCO Transcargo GmbH.

On the occasion of the WORLD EXPO 2010, to be held from 1 May to 31 October this year, Hamburg’s partner city and port Shanghai will be the focus of numerous Hamburg events. In keeping with the EXPO motto, ‘Better City – Better Life’, the City of Hamburg will be presenting a passive house that meets the most ambitious standards of environmental technology, putting itself across to the Chinese public as an innovative maritime metropolis with a high quality of life. Further details about the Hamburg House can be found at http://expo2010.hamburg.de or http://en.expo2010.cn.

China will also be featuring in Hamburg itself this year. From 9 to 25 September 2010 CHINA TIME Hamburg will be taking place for the third time – an event at which the Free and Hanseatic City showcases its unrivalled qualifications as a Chinese trading partner. Detailed information on the programme of this event may be found at www.chinatimehamburg.de.

Chinese industry is picking up again. Since the first quarter of 2009 the economic output of the People’s Republic has been rising once more; Chinese industrial production has also been increasing since the middle of the year. With its nine million inhabitants, the city of Shenzhen is situated in Guangdong, China’s most industrially powerful province. The leading position of Guangdong is owing above all to its geographical position. The southern part of the province is divided in two by the Pearl River, the delta of which is a major export region for China, with a dominant industry principally geared to exports. This is one of the world’s biggest manufacturing regions for computers and computer parts, domestic entertainment and household electronics, lamps and lighting and telecommunications products. Other important industries are clothing and textiles, furniture, plastics and toys.

Along with the neighbouring ports of Hong Kong and Guangzhou, Shenzhen is one of the biggest ports in China for container shipments. Close to 60 million TEUs were handled at the port in the year 2009.

CIBTM – China Marketing / Advertising Conference China

Meet with over 200 leading suppliers to the meetings industry gathered from China, Asia and countries around the world to deliver a truly global marketplace. Attendees at CIBTM benefit from the opportunity to meet with existing suppliers, network with industry colleagues, participate in the CIBTM Professional Education Programme, experience China, an exciting and developing meeting destination and discover opportunities for new business.

Venue: 

China National Convention Center,
Beijing, China

Living Expenses in China

For a two-semester stay in China, you will need at least EUR 5000 plus enough to cover tuition fees; this is a conservative estimate. If you intend to travel during the holidays, of course, you will need a correspondingly greater amount of money available. Many students use the winter holidays for a trip to the south provinces, for example Yunnan.

Plane Ticket

The cheapest option is definitely a ticket valid for one year, that means, the return flight must occur within one year of departure. Normally, you book a specific return date, but for a fee the date can later be changed. Even those planning long stays should under no circumstances buy a one-way ticket intending to buy a return ticket while in China, because international flights are considerably more expensive there than in Europe. A ticket for one year costs about EUR 700.

Tuition Fees in China

Scholarship students (e.g. of the German Deutscher Akademischer Austausch Dienst, the American Fulbright program, etc.) and those who participate in programs through their home universities normally need not concern themselves with tuition. Students arranging their own financing will have to pay an application fee of about USD 100 (Peking University) plus tuition, which run to USD 3200 – 3700 per year; other, less renowned schools are cheaper. Most universities have an English webpage where such information can be found.

Chinese Dormitories

Prices for a dorm room vary and have grown more expensive at most universities over the last few years. This is because many dorm buildings have been modernized for foreign students. A double-occupancy room without adjoining shower/toilet costs between USD 3.5 and USD 6 per night. Single rooms with facilities are USD 10 and higher per night. Getting your own apartment Particularly for extended stays, it’s worthwhile to rent your own apartment. Aside from getting your very own room, bathroom, and kitchen, the rent is often less expensive than you would pay in the dorms: monthly rent for a Chinese apartment amounts to about EUR 100, somewhat more in large cities such as Beijing or Shanghai.

Note the following:

• In many cases 3 – 6 months’ rent must be paid in advance
• A deposit of one month’s rent is required.
• When moving out, don’t give in too easily if the landlord, for whatever reason, wants to keep part or all of the deposit
• Renters should take care to ascertain that their dwelling is legal. Normally, the renter and landlord go together to register with the police

Standard of Living

It’s possible to save a lot on this front. Most students eat out every day because there is often no suitable kitchen in the dormitory; a cheap restaurant meal starts at one euro and up. As a student you can comfortably survive on EUR 150 a month, as long as you buy only essentials and don’t go out to western bars too often. If you’ve had different experiences or can contribute other suggestions about this topic, please send your comments.

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China SEO实例现象：发现影响SEO效果的重要因素

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互联网流量作假，涉嫌Alexa作弊

来源：(互联网)

热闹的互联网口水战，最近又有了新的说辞。大洋彼岸的Alexa世界网站排名的一次数据调整，则是引发这场国内互联网口水战的主因。

8月27日，某婚恋网站人士向《财经时报》透露，其竞争对手嫁我网(marry5.com)由于涉嫌流量作弊，最近已经被Alexa世界网站排名清零。“此前，这家网站排名一度达到全球270名，甚至超过了美国老牌婚恋网站match.com，现在总算原形毕露。”

类似的指责也在其他领域的竞争网站之间不断响起。一交友网站负责人私下透露说，去年名噪一时的占座网(zhanzuo.com)同样因作弊遭到清零。而后者对外的尴尬解释是，“这只是一场误会。”

8月27日，更有资深人士向《财经时报》爆料称，目前国内竞争最激烈的视频网站几乎全体作弊。目前已被Alexa清零并降级的视频网站包括爆米花(pomoho.com)、OpenV、UUSEE等，更多作弊行为还没有被Alexa发现和处理。

国内新兴网站为何纷纷陷入流量作弊的指责？Alexa世界排名到底能说明什么？什么动机导致网站之间追逐排名？随着《财经时报》深入调查，一个与Alexa排名相关的灰色产业链开始浮出水面，而其背后纠缠的各种利益和动机，也随之潜入我们的视野。

Alexa八月地震

Alexa是目前最权威的全球网站排名机构之一。这家网站1996年4月在美国创立，1999年被亚马逊公司收购。Alexa每天都会按照用户到达率(Users Reach)和页面浏览数(Page Views)等主要指标，对全球网站进行一次综合排名，并在其网站上公布基于最近三个月数据评估得出的“综合排名”。

近日，Alexa再次调整了全球网站排名的算法。排名结果出来后，中国互联网一片哗然：大量中国网站排名出现下滑，原先排名前1000名的中国网站，竟有三分之一被完全清空或大幅降低排名。

这些被清空以及降低排名的网站，除了上述嫁我网、占座网、爆米花、OpenV、UUSEE等网站外，还包括酷讯、帖易、红孩子、67.com等，数量众多，几乎都是最近两年新兴的热门网站。

新兴网站俨然成为Alexa此次调整的“重灾区”。相比之下，百度、腾讯、新浪、搜狐等大型网站的排名则没有多大变化。这种结果令许多人百思不解。

“原因很简单，一些新兴网站为了吸引投资或眼球，存在作弊的嫌疑。”业内资深分析人士刘兴亮向《财经时报》分析说，“其实Alexa并非真的了解哪些网站作弊，他们只是针对某些技术细节进行算法的微调，把部分参数的权重进行了调整。这些被清零的网站只是凑巧，绝不是全部。”

而在此前，Alexa已多次对排名算法进行调整，每一次调整均对不少网站排名造成影响。这样频繁的算法调整确实可以起到判别虚假流量的作用，但是也不排除偶尔“错杀”无辜。

以去年3月Alexa的算法调整为例，当时Alexa对网站大流量弹出数据进行了全部封杀，一些依靠弹窗广告获得流量的 Chinabbs.com、58.com等网站均被彻底清零。但是，一些以弹窗为特征的知名网站，如MSN中文网站及其合作伙伴北青网等，同样也出现排名大幅下滑的局面。

“不管如何，新兴网站遭遇排名清零的惩罚，这给目前困扰中国互联网的各种非诚信现象敲响了警种。”刘兴亮如此评价说。

视频网站集体作弊？

8月27日，一位资深人士小A(化名)还向《财经时报》爆料说，目前互联网竞争最为激烈的视频领域，更是排名作弊的集中地。迄今为止，几乎所有视频网站都难逃作弊的嫌疑。

“我手边收集了目前国内最知名的多家视频网站的流量记录。从这些记录来看，他们普遍都有流量作弊的嫌疑。”小A拿着手头的一份打印的文件侃侃而谈。

在这份打印文件中，详细记录着56.com、优酷网、土豆网、酷6网、爆米花、UUSEE、OpenV、Pcpie等知名视频网站的流量数据图。这些数据源于Alexa，截至8月22日(美国时间)，截取的数据都是用同样标准，即最近半年内各家网站的每日流量(页面总浏览数)的变化曲线。

除了部分被清零和大幅下跌的网站之外，上述多数网站在Alexa排名依然居高不下。目前，56.com、优酷网、土豆网在国内网站排名分列第10、第11和第12名，酷溜网则排在了第19位。

从数据图来看，这些视频网站普遍出现流量激增的情况。在用户到达率变化方面，56.com每季度增长124%，优酷增长181%，酷溜增 146%，土豆网则增61%；在页面浏览数变化方面，56.com每季度上升21%，优酷上升23%，酷溜网甚至上升76%。相比之下，只有土豆网微跌 5%。

“按照互联网的规律，网站的用户到达率和页面浏览率同时提高的情况是很少出现的。”小A分析称，即使网站通过大力推广，通过拉新用户来提高到达率，但新用户对网站的忠诚度和粘性很难快速提升，因此人均浏览页面数更可能降低，而不是增加。

“更何况，像这些已经达到全球TOP500级别的网站，每季度的合理变化范围一般不会超过10%，除非有重大市场格局的变化或者产品进行了非常大的改版。”小A分析说，视频网站已在去年完成了整体的迅猛增长，最近一个季度并不存在这种流量激增的可能性。

小A最后认为，从以上数据可以看出，大部分视频网站很难逃脱流量作弊的嫌疑。

VC助长作弊之风

视频等新兴网站为何流行流量和排名作弊？业内人士对此指出，VC在背后推波助澜的做法可谓“功不可没”。正是在这种利益的趋势下，国内针对Alexa排名的作弊现象才泛滥成灾。

一直以来，国内缺少权威的流量统计机构以及工具，而蓬勃发展的互联网又需要一种反映产业真实状态的衡量标准，因此，尽管Alexa并不能真实反映网站实际运营状况，但它提供的貌似中立的流量排名依然受到了网站的极大欢迎。

刘兴亮认为，Alexa排名虽然中立，却也是悬在中国互联网公司头上的一把利剑。因为多数网站都试图用这个数据来证明自己的流量及业界地位，而外界在缺乏其他第三方数据的情况下，也只能参考Alexa的排名数据。尤其是很多缺乏经验或没掌握分析方法的VC，在对网站的价值进行评估时会以 Alexa作为准绳，因此，很多网站在吸引投资之前，都会不吝成本地去针对Alexa作弊。

互联网资深专家黄涌涛同样认为，许多VC来自海外，他们并不熟悉中国互联网市场，相对更在乎Alexa排名。而且，互联网创业是投资驱动型，网站需要不断拿出阶段性业绩证明，才能完成后续的其他融资，这些都是催生网站作弊不良风气的因素。

“那些视频网站作弊确实是为了融资。”小A透露说，“他们大多拿到了第一笔融资，但却无法盈利，烧完钱后如果拿不到后续融资，它们只能面对死亡。”

小A还透露说，一些参与前期投资视频网站的VC也可能在这个“作弊游戏”中扮演不光彩的角色。“因为漂亮的Alexa排名能够用来吸纳新资金入场，从而给原投资商带来利益的保障。因此他们甚至会迫使网站去作弊。”

“毒瘤产业链”

《财经时报》深入调查还发现，目前，国内已形成了一条针对Alexa排名作弊的“毒瘤产业链”。而在众多新兴网站的追捧下，这个“毒瘤产业链”还在急速膨胀。

这条产业链由为数不多的专业“作弊公司”以及形形色色的代理商组成。后者在网上猖獗叫卖，一旦拉到活，则由“作弊公司”完成，自己从中获取推荐佣金。此外，一些出卖真实流量的联盟网站也试图在这个市场中分得一杯羹。

《财经时报》辗转联系到一家号称国内最大的“作弊公司”负责人。该负责人透露，这家公司由北京少数几名程序员高手组成，多无固定办公地点，而是SOHO办公。他们目前拥有的客户数量已多达200余家。

“我们只帮有一定实力的网站，帮助他们排名快速提升，主要是用排名优化的方式，而不是作弊。”该负责人接受记者采访时谨慎表示。

但知情人却透露说，这家“作弊公司”在全国拥有50多台服务器。在每次破解Alexa新算法之后，这家公司便通过全国各地的服务器向Alexa发送各类数据包。通过这些方式，他们可以使任何网站的排名得到提升。

这是一种典型的流量和排名作弊方式。《财经时报》获悉，这家公司的获利也颇为惊人。据一份坊间流传的报价单显示：目前做到全球10万至5万之间排名的价格是300元/月；做到5万至1万的价格是800元/月；做到1万至5000的排名则需要付1500元/月；而在5000名以内，客户每月付费则在数千元到数万元不等。

“这家公司的客户都是中大型网站，他们每月的纯利润至少在数十万元。”该知情人士猜测说。

一位网名为“春天使者”的代理商则透露说，他们更倾向于对客户承诺“保证拉升到全球1000名至5000名之间”的服务。原因很简单：赚的钱多，作弊也不会引起Alexa太大的注意。

据他透露，目前Alexa全球排名在5000以内的中文网站有300多家，其中有近百家的排名是不真实的。“从理论上说，只要出得起钱，我们可以帮客户排到任何位置。只不过，我们不敢乱接活，行有行规，太招摇了会破坏整个产业。”该代理商声称。

随着Alexa新一轮的调整，许多作弊网站均遭到了数据清零的惩罚。但在该代理商看来，这不过是一个简单游戏的巡回表演：先是破解算法，帮网站作弊，排名上升，Alexa再调整算法，网站排名下降，再次攻破算法，再次帮网站作弊，排名再次上升。周而复始，年年不息。

“最近很多网站又急着找我们，我们的生意只会更好。”该代理商语言平淡地说。虽然这个时候，在互联网的许多领域内，各种围绕Alexa排名的口水战正在喧嚣不息。但这些不妨碍他的生意如日中天。

刘兴亮感慨说，只要互联网还在乎Alexa排名，这个灰色产业链就一定会永远存在下去。只有哪一天中国互联网真正成熟了，这种作弊现象才会真正少下去。此次Alexa事件，不过是中国漫长互联网发展中的一个小插曲而已。

链接

名词解释

Alexa是目前最权威的全球网站排名机构之一。这家网站1996年4月在美国创立，1999年被亚马逊公司收购。Alexa每天都会按照用户到达率(Users Reach)和页面浏览数(Page　Views)等主要指标，对全球网站进行一次综合排名，并在其网站上公布基于最近三个月数据评估得出的“综合排名 ”。由于中国缺乏自己的权威第三方评估机构，因此，Alexa也逐渐成为了评判中国互联网站价值的风向标。

观点

酷溜网CEO：李善友

对于Alexa排名调整导致一些视频网站被清零的事情，我确实不太清楚。我并不关注这些。

不过，我觉得对于任何视频网站来说，流量都是非常重要的事。酷溜网最近通过和百度建立战略合作关系，流量确实获得了快速的增长。

优酷网CEO：古永锵

我认为在Alexa排名中，一个视频网站的用户到达率和人均浏览页面同时增长是有可能的。现在用户对视频的接受程度正在越来越高，同时视频行业正在出现两极分化，用户开始集中到几个最大的视频网站上，所以出现这样的情况不足为奇。

56.com CEO：周娟

我觉得网站创始人不该过分关注Alexa排名，而应该更关注自己的用户增长和满意度的提升。Alexa的统计工具条在中国安装率非常低，而且常被杀毒工具误杀，所以很难真实反映国内网站的真实情况。

从56.com来说，我们网站每天流量都在创历史新高，而且正在拉开与对手的距离。这是我最关注的。

六间房 CEO：刘岩

在Alexa排名中，六间房被排在国内视频网站第四的位置，我觉得这并不重要。传统网站新浪、搜狐或许很需要Alexa，因为他们更重视流量。但对视频网站来说，用户停留时间和粘性更为重要。六间房动辄几千条评论，有大量用户深度参与，我觉得这比Alexa数据更为好看。

视频网站很烧钱，没有1000万美元是不可能参与这个游戏的。我们并不担心缺钱。而且我相信前几名的视频网站都能找到自己的机会。“互联网公司前三名才有机会”的说法会在视频网站领域被彻底打破。

Google Team Said: Best practices when moving your site

Planning on moving your site to a new domain? Lots of webmasters find this a scary process. How do you do it without hurting your site’s performance in Google search results?

moving your site
Your aim is to make the transition invisible and seamless to the user, and to make sure that Google knows that your new pages should get the same quality signals as the pages on your own site. When you’re moving your site, pesky 404 (File Not Found) errors can harm the user experience and negatively impact your site’s performance in Google search results.

Let’s cover moving your site to a new domain (for instance, changing from www.example.com to www.example.org). This is different from moving to a new IP address; read this post for more information on that.

Here are the main points:

* Test the move process by moving the contents of one directory or subdomain first. Then use a 301 Redirect to permanently redirect those pages on your old site to your new site. This tells Google and other search engines that your site has permanently moved.

* Once this is complete, check to see that the pages on your new site are appearing in Google’s search results. When you’re satisfied that the move is working correctly, you can move your entire site. Don’t do a blanket redirect directing all traffic from your old site to your new home page. This will avoid 404 errors, but it’s not a good user experience. A page-to-page redirect (where each page on the old site gets redirected to the corresponding page on the new site) is more work, but gives your users a consistent and transparent experience. If there won’t be a 1:1 match between pages on your old and new site, try to make sure that every page on your old site is at least redirected to a new page with similar content.

* If you’re changing your domain because of site rebranding or redesign, you might want to think about doing this in two phases: first, move your site; and second, launch your redesign. This manages the amount of change your users see at any stage in the process, and can make the process seem smoother. Keeping the variables to a minimum also makes it easier to troubleshoot unexpected behavior.

* Check both external and internal links to pages on your site. Ideally, you should contact the webmaster of each site that links to yours and ask them to update the links to point to the page on your new domain. If this isn’t practical, make sure that all pages with incoming links are redirected to your new site. You should also check internal links within your old site, and update them to point to your new domain. Once your content is in place on your new server, use a link checker like Xenu to make sure you don’t have broken legacy links on your site. This is especially important if your original content included absolute links (like www.example.com/cooking/recipes/chocolatecake.html) instead of relative links (like …/recipes/chocolatecake.html).

* To prevent confusion, it’s best to make sure you retain control of your old site domain for at least 180 days.

* Add your new site to your Webmaster Tools account, and verify your ownership of it. Then create and submit a Sitemap listing the URLs on your new site. This tells Google that your content is now available on your new site, and that we should go and crawl it.

* Finally, keep both your new and old site verified in Webmaster Tools, and review crawl errors regularly to make sure that the 301s from the old site are working properly, and that the new site isn’t showing unwanted 404 errors.

We’ll admit it, moving is never easy – but these steps should help ensure that none of your good web reputation falls off the truck in the process.

Tags: moveing web site, SEO

Yahoo! Search BOSS™

BOSS (Build your Own Search Service) is Yahoo!’s open search web services platform. The goal of BOSS is simple: to foster innovation in the search industry. Developers, start-ups, and large Internet companies can use BOSS to build and launch web-scale search products that utilize the entire Yahoo! Search index. BOSS gives you access to Yahoo!’s investments in crawling and indexing, ranking and relevancy algorithms, and powerful infrastructure. By combining your unique assets and ideas with our search technology assets, BOSS is a platform for the next generation of search innovation, serving hundreds of millions of users across the Web.

How Do I Get Started?

1. Check out BOSS specs and mash-up examples below
2. Review the documentation
3. Get a BOSS Application ID

About the API

Overview

Search APIs are nothing new, but typically they’ve included rate limits, strict terms of service regarding the re-ordering and presentation of results, and provided little or no opportunity for monetization. These constraints have limited the innovation and commercial viability of new search solutions.

BOSS (Build your Own Search Service) is different – it’s a truly open API with as few rules and limitations as possible. With BOSS, developers and start-ups now have the technology and infrastructure to build next generation search solutions that can compete head-to-head with the principals in the search industry. BOSS will grow and evolve with a focus on providing additional functionality, tools, and data for developers.

	Previously Available with Yahoo! Search API	Available with BOSS
Queries Per Day	5,000	Unlimited*
No Restrictions on Presentation
Re-Ordering Allowed
Blending of Proprietary and Yahoo! Search Content Allowed
Monetization		Coming Soon!
White-Label	Attribution Required

* BOSS offers developers unlimited daily queries, though Yahoo! reserves the right to limit unintended usage, such as automated querying by bots.

BOSS Screencast

BOSS developer Vik Singh walks through the basics of using the BOSS API and Mashup Framework, including two live examples.

Examples

hakia

hakia, a leading semantic search engine, uses Yahoo! Search BOSS to accelerate its semantic analysis of the Web by accessing the Yahoo! index’s vast amounts of web documents.

Me.dium Search

Me.dium combined the BOSS API with its insight into the real time surfing activity of the crowds to build a unique “Crowd-Powered” social search engine prototype.

Daylife

Daylife To-Go is a new self-service, hosted publishing platform from Daylife. Anyone can use this platform to automatically generate 100% customizable pages and widgets. Daylife To-Go uses the BOSS API platform to power its Web search module.

Cluuz

Cluuz generates easier to understand search results through patent pending semantic cluster graphs, image extraction, and tag clouds. The Cluuz analysis is performed in real-time on results returned from BOSS API.

Revenue Sharing

In the near future, we will launch a monetization platform enabling Yahoo! and partners to jointly participate in the economics of BOSS-powered search products. Either Yahoo! sponsored search integration, with certain implementation and exclusivity requirements, or potentially a payment model, will be required above a specified query threshold.

Terms of Use

Use of this service is subject to the BOSS API Terms of Use.

Learn More

BOSS Mashup Framework

The BOSS Mashup Framework is an experimental python library that provides developers with tools for mashing up the BOSS API with other third-party data sources.

BOSS Custom

BOSS Custom is an invite-only program focused on building highly scalable next generation search products. This program is designed for consumer web businesses with unique assets (such as extensive user data or novel technologies) that want to develop truly innovative search products using Yahoo!’s core search technology.

Frequently Asked Questions

Have questions about what BOSS can and can’t do? Check out the FAQ for a quick overview of the basics.

Interested in Working on BOSS?

Passionate about building open platforms? Join Yahoo! and work one of the top priorities in Search. Email us here bossfeedback@yahoo-inc.com and please include “BOSS Jobs” in the subject line.