Profile: Baidu Inc (BIDU.O)
23 May 2017
Baidu, Inc., incorporated on January 18, 2000, is a Chinese language Internet search provider. The Company offers a Chinese language search platform on its Baidu.com Website that enables users to find information online, including Webpages, news, images, documents and multimedia files, through links provided on its Website. In addition to serving individual Internet search users, the Company provides a platform for businesses to reach customers. Its business consists of three segments: search services, transaction services and iQiyi. Search services are keyword-based marketing services targeted at and triggered by Internet users' search queries, which mainly include its pay-for-performance (P4P) services and other online marketing services. Its transaction services include Baidu Nuomi, Baidu Takeout Delivery, Baidu Maps, Baidu Connect, Baidu Wallet and others. iQiyi is an online video platform with a content library that includes licensed movies, television series, cartoons, variety shows and other programs.
The Company conducts its operations primarily in China. It serves four types of online participants: users, customers, Baidu union members and content providers. The Company conducts its operations in China principally through Baidu Online Network Technology (Beijing) Co., Ltd. (Baidu Online), its subsidiary in Beijing, China. It also conducts part of its operations in China through Beijing Baidu Netcom Science Technology Co., Ltd. (Baidu Netcom), a consolidated affiliated entity in Beijing, China, which holds the licenses and approvals necessary to operate its Websites and provides online advertising services. The Company also offers transaction platforms, such as Nuomi.com, to connect online and offline services provided by third-parties. The Company provides a range of products and services, including search services, transaction services and iQiyi. Its products and services can be accessed through personal computers (PCs) and mobile devices.
The Company's online marketing customers consist of small and medium enterprises (SMEs) throughout China, domestic companies, and Chinese divisions and subsidiaries of multinational companies. Its defined industries in which its customers operate include retail and e-commerce, local services, medical and healthcare, financial services, education, tourism and ticketing, online games, transportation, construction and decoration, and business services. Customers for its transaction services primarily consist of merchants that act as service providers on its transaction platforms, such as Nuomi.com. The merchants that operate on its transaction platforms mainly cover businesses, such as restaurants, hotels and cinemas. Baidu Union consists of various third-party Web content, software and mobile application providers. Baidu Union members can display on their properties its customers' promotional links that match the content of such members' properties.
The Company's search products and services for users include Baidu Web Search, Baidu Image Search, Baidu Post Bar, Baidu Knows, Baidu Encyclopedia, Baidu WenKu, Hao123.com, Baidu Mobile Search, Baidu Mobile Assistant, Baidu Mobile Browser, Baidu Mobile Guardian and Duer. Baidu's Web search allows users to locate information through search queries. After typing a search query, users receive a list of ranked search results, which may include its customers' content presented in a specific format. Users can then access the desired information by examining the returned search snippets, or clicking on the hypertext links displayed in the search results. Baidu Web search includes features, such as query suggestion, instant search, in-depth answers, english language resources, scene-based search, personalization and recommendation for Web search, among others. Baidu Image Search enables users to search for images on the Internet by term queries or various categories and offers features, such as search by image file type and search within a designated Website or Webpage.
Baidu Image Search is accessible through both Webpage and mobile device. Baidu Post Bar is a social media platform, where users post text, image, audio and video content and reply to original content, thus forming social networks around topics of discussions. Baidu Post Bar draws users through close integration with search and user-generated content. Baidu Knows provides users with a query-based searchable community to share knowledge and experiences. Through Baidu Knows, registered users can post specific questions for other users to respond, as well as respond to questions posted by others. Baidu Knows is accessible through both Webpage and mobile application. Baidu Encyclopedia is an encyclopedia compiled by registered users. Registered users can share their knowledge by adding terms and content in Baidu Encyclopedia. Baidu WenKu is an online document sharing platform, through which registered users of its Baidu.com Website can search, browse or read, by categories, documents in various formats such as Microsoft WORD, portable document format (PDF), and Microsoft Excel.
Hao123.com is a Chinese Website directory navigation site in China. Mobile Baidu enables users to access its search and community-based products and services using mobile devices. Baidu Mobile Assistant is a mobile application marketplace designed for Android mobile devices. The platform offers an array of applications, and selects and recommends applications based on big data analytics. Baidu Mobile Browser is a mobile Internet browser. Users can search for Websites and customize their Baidu Mobile Browser landing pages. Baidu Mobile Guardian is phone security software, using mobile anti-virus technology. It can provide users with free system optimization, mobile handset accelerator, virus sweeper, data privacy, harassing phone intercept, secure payment and other features. Duer is a personal virtual assistant that provides secretarial search service to users.
The Company's search products and services for customers include P4P, BrandZone, Aladdin, Baidu Newsfeed, Baidu Deliveries and Baidu Cloud. Its auction-based P4P services enable its customers to bid for priority placement of their links in keyword search results. Its P4P platform enables its customers to reach users searching for information related to their products or services. BrandZone is its branding display marketing product. The marketing message for a customer can integrate text description, image and video, and appear in a position of the search result page. Aladdin is a form of commercialization of its Baidu data open platform. Online marketing services based on contextuals, audience attributes, media and placement attributes refer to its programmatic marketing service transaction system, which is composed of four parts: supply-side platform (SSP); demand-side platform (DSP); Baidu exchange service platform (BES), and data-management platform (DMP).
SSP manages media advertising space inventory and optimizes marketing spending by analyzing matching content, target audience and characteristics of different media and platforms. DSP is an integrated sales service platform for advertisers and advertising agents, providing programmatic media buy service. BES is a traffic transaction platform that automatically conducts the advertisement-media buy process on behalf of advertisers using a digital platform. DMP collects data from the various parties in a programmatic buy process and stores, integrates, analyzes and optimizes such data. Its mobile applications for overseas markets include DU Battery Saver, DU Speed Booster, ES File Explorer, Photo Wonder, Simeji and Baidu Browser, among others. Its PC products for overseas markets include Baidu Antivirus, PC Faster, Hao123 and Baidu IME.
The Company competes with Tencent, Alibaba, Sohu, Qihoo 360, ByteDance, Elema, Koubei, AutoNavi, Alipay, Weixin Pay, Youku-Tudou, Sohu and Tencent Video.
Baidu Campus, No. 10, Shangdi
10th Street Haidian District,
BEIJING BEJ 100085
Company Web Links
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