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Baidu Ecosystem: The First Milestone of Marketing in China

Globally, Google is the search engine of choice, with a staggering 92.2% global market share. However, it's a different scene in China.Baidu is the number one search engine in China with approximately 600 million monthly active users. But what is unknown is that it is not only a search engine, but also an ecosystem that integrates AI marketing.


Million users/month


Baidu ecosystem

With around 600 million monthly active users, Baidu dominates the Chinese search engine market and is among the top five in the world. According to a group of data posted by MarketMeChina, in Mar 2022, Baidu's market shares on all platforms, desktop and mobile, were 84.3%, 57.9% and 94.51%, respectively.

But there's more to Baidu than just its search service. Baidu is also a leading artificial intelligence (AI) developer and has developed a robust ecosystem that helps customers navigate their buying journey. The internet giant has been broadening its focus from a simple search function to comprehensive one-stop services.

Baidu's ecosystem is made up of its flagship search engine, Baidu-branded apps, and a series of products and services that span search, cloud storage, online video and maps etc. Baidu incorporates AI into all these services, helping personalize each user's experience and increase engagement with the platform.

As of 2021, the Baidu ecosystem has 57 apps or subsites, including Baidu Baike, Baidu Zhidao, Baidu News, Baidu Baijiahao, Baidu Maps, Baidu Translate, Baidu Cloud, Baidu Videos, Baidu Music etc.

All these apps and subsites work together in Baidu's ecosystem, creating one super app. Thanks to its AI efforts, Baidu has been able to create a seamless user experience. For both users and marketers, this is a win. Better integrated Baidu apps mean that marketers can now take full advantage of the ecosystem of apps and have more opportunities to gain exposure while a better experience is pleasant for users.

Chinese users prefer local websites in their own language. If you want to enter the Chinese market, already have an online presence in this country, and want to increase your conversion rate, then you need to be in Baidu's ecosystem. 





Baidu App

The Baidu app enables users to access search, feeds, content and other services from their mobile devices. Harnessing cutting-edge AI tech, the Baidu app search plus feed twin engine can deliver highly accurate search results and a truly personalized content feed for its users.

Baidu has been focusing on providing users with a closed-loop service within its app, allowing users to quickly and easily get the content they want without leaving the original app. Through the building blocks of Baijiahao accounts, Mini Programs, and Managed pages, Baidu Apps provide users with a single sign-on, native app-like experience for a wide range of information and content scattered across isolated mobile apps and HTML5 websites.

The traffic of the Baidu app has been steadily growing in the past two years. In September 2022, the app recorded around 634 million monthly active users, according to Statista.




Baidu Baijiahao

The Baidu subsite, Baijiahao, is a content creation platform hosting a massive network of creators to produce high-quality and original content. As of 2021, Baijiahao has over 4.2 million publishers. Baijiahao offers different types of accounts such as Creator, Business, Media Outlet and Government. All have various promotional tools. With an official verified account, your content will get better visibility on the app and Baidu search results.
Baijiahao has created an "ecosystem" for people who want to consume media in new ways and has become an important source of information for customers when researching brands.

Baidu's mobile ecosystem is expanding the search scope from knowledge and information to services and transactions, making it easier for people to access and share a wide range of content and services. Baidu's ecosystem is vast, but most foreign businesses don't understand how they can benefit from using it. If you (want to build or already) have an existing presence in China and want to grow your business here, you should consider Baidu’s ecosystem as an integral part of your marketing strategy.


Baidu Baike

Baidu Baike is a Chinese-language online encyclopedia hosted by Baidu. Baidu Baike has become a trusted source for consumers looking for information about a company or brand and an essential part of many consumers' customer journeys for years.
Your company's Baike page can help build trust with your customers by providing them with accurate information about your business and brand before they even visit your website or make a purchase decision. A Baike listing can boost your website ranking on search results, as Baike pages tend to rank high on Baidu. So, a Baike page should become integral to your digital marketing strategy.


If you wish to exist in the Baidu Ecosystem, contact Duhno today!