After nearly two years of operation in China, Google is taking the battle for China's Internet industry to familiar territory. In mid-June, the always low-key Google China suddenly went high profile.

Since it began operations in China, Google has found itself disadvantaged in the battle against domestic rivals. As an international entity, Google has been reluctant to follow the mainstream Chinese search market and develop MP3 search services and other products that are insanely popular among Chinese users. On occasions when Google has tried to follow a trend, it has, ironically, been accused by its rivals of copying them.

Despite the obstacles in China, Google has still managed to develop quickly. It has set up a 100-member R&D group based in Beijing, Shanghai and Taipei, and launched a massive marketing drive, signaling that Google is preparing for a tough battle in China. After an extended hibernation, Google is hoping its bad luck in China has finally run out.

One of Google's aces up its sleeve is the ability to build alliances using some of its immense capital in return for more Internet traffic. On the same day that Google and SINA Corporation announced their strategic partnership, Google's search service was launched on SINA'S Technology channel. As China's No.1 web portal, SINA is using its huge traffic flow to trade for part of Google's advertising revenues.