# Baidu, Inc.

Summary updated: 2026-09-28T11:47:49.460017Z
Canonical: https://finbar.com/research/companies/baidu

## Overview

Baidu, Inc. is a China-focused technology company founded as a search-engine business in 2000. Its stated mission is “to make the complicated world simpler through technology.” Its businesses span internet search and online marketing, AI cloud infrastructure and applications, autonomous-driving services, and online video through iQIYI. Baidu reports two segments: Baidu General Business and iQIYI. [1](https://app.finbar.com/go?id=P151118643)[2](https://app.finbar.com/go?id=P151118636)[3](https://app.finbar.com/go?id=P151118647)[4](https://app.finbar.com/go?id=P151121351)[5](https://app.finbar.com/go?id=P151121352)

Baidu App is central to its search and information-discovery services, while its AI offerings include cloud services and Apollo Go autonomous ride-hailing. Substantially all of Baidu’s revenue and long-lived assets are in the People’s Republic of China. In 2025, it reported revenue of approximately RMB129.1 billion and had approximately 33,500 full-time employees at year-end. [6](https://app.finbar.com/go?id=P151118652)[7](https://app.finbar.com/go?id=P151118653)[8](https://app.finbar.com/go?id=P151118654)[9](https://app.finbar.com/go?id=P151121353)[10](https://www.sec.gov/Archives/edgar/data/1329099/000119312526109289/d38065d20f.htm)[11](https://app.finbar.com/go?id=P151119606)
[1](https://app.finbar.com/go?id=P151118643)[2](https://app.finbar.com/go?id=P151118636)[3](https://app.finbar.com/go?id=P151118647)[4](https://app.finbar.com/go?id=P151121351)[5](https://app.finbar.com/go?id=P151121352)[6](https://app.finbar.com/go?id=P151118652)[7](https://app.finbar.com/go?id=P151118653)[8](https://app.finbar.com/go?id=P151118654)[9](https://app.finbar.com/go?id=P151121353)[12](https://app.finbar.com/go?id=T17355038)[11](https://app.finbar.com/go?id=P151119606)[10](https://www.sec.gov/Archives/edgar/data/1329099/000119312526109289/d38065d20f.htm)

## Products & services

Baidu App combines search with a personalized content feed, while Baidu’s online marketing services place paid listings and advertisements across search and feed results. Its pay-for-performance search advertising is primarily charged per click; other offerings include display advertising and Brand Zone placements. Baidu also operates Baidu Post, a topic-based discussion platform, and Baidu Health, which helps users find healthcare providers and offers providers online content, appointment and patient-communication tools. [13](https://app.finbar.com/go?id=P151118651)[14](https://app.finbar.com/go?id=P151118695)[15](https://app.finbar.com/go?id=P151118700)[16](https://app.finbar.com/go?id=P151118680)[17](https://app.finbar.com/go?id=P151118674)

Baidu AI Cloud provides computing infrastructure, AI development platforms and applications. Its Qianfan platform offers Baidu’s ERNIE models alongside third-party and open-source models, with tools for training, fine-tuning, deploying and developing AI agents. Consumer and workplace products include ERNIE Bot, a conversational assistant; Baidu Wenku, an AI-powered content-creation platform; and Baidu Drive, which supports file storage, retrieval, sharing and transfer. Apollo Go provides autonomous ride-hailing, while DuerOS is a voice and multimodal assistant used in Xiaodu devices and third-party products. [7](https://app.finbar.com/go?id=P151118653)[18](https://app.finbar.com/go?id=P151118710)[19](https://app.finbar.com/go?id=P151118683)[20](https://app.finbar.com/go?id=P151118712)[8](https://app.finbar.com/go?id=P151118654)[21](https://app.finbar.com/go?id=P151118727)

Baidu also controls iQIYI, a video-streaming service that earns revenue from memberships, advertising and other offerings. In 2025, online marketing services accounted for approximately 52.6% of Baidu’s consolidated revenue; the remaining 47.4% was reported as “Others,” which mainly included cloud services and iQIYI video memberships. Baidu does not report revenue for most individual products separately. [22](https://app.finbar.com/go?id=P151118758)[23](https://app.finbar.com/go?id=P151118760)[24](https://app.finbar.com/go?id=T17355573)[25](https://app.finbar.com/go?id=P151118045)
[13](https://app.finbar.com/go?id=P151118651)[14](https://app.finbar.com/go?id=P151118695)[15](https://app.finbar.com/go?id=P151118700)[16](https://app.finbar.com/go?id=P151118680)[17](https://app.finbar.com/go?id=P151118674)[7](https://app.finbar.com/go?id=P151118653)[18](https://app.finbar.com/go?id=P151118710)[19](https://app.finbar.com/go?id=P151118683)[20](https://app.finbar.com/go?id=P151118712)[8](https://app.finbar.com/go?id=P151118654)[21](https://app.finbar.com/go?id=P151118727)[22](https://app.finbar.com/go?id=P151118758)[23](https://app.finbar.com/go?id=P151118760)[24](https://app.finbar.com/go?id=T17355573)[24](https://app.finbar.com/go?id=T17355573)[24](https://app.finbar.com/go?id=T17355573)[25](https://app.finbar.com/go?id=P151118045)

## Geographic presence

Baidu’s operations and revenue are concentrated in mainland China. The company says substantially all of its long-lived assets are located in, and substantially all of its revenue is derived from, the PRC; it does not present geographic segments or a country-by-country revenue breakdown. [26](https://app.finbar.com/go?id=P151117634)

Baidu’s corporate headquarters, Baidu Campus, is in Beijing’s Haidian District. It also owns and occupies offices in Shanghai and Shenzhen, and leases offices in Beijing, other mainland Chinese cities, the United States, Canada, Hong Kong, Malaysia, Japan, Thailand and Singapore. Its engineers are based mostly in Beijing, Shanghai and Shenzhen, and it has development centers in Sunnyvale, California. [27](https://app.finbar.com/go?id=P151115364)[28](https://app.finbar.com/go?id=P151115365)[29](https://app.finbar.com/go?id=P151114964)
[26](https://app.finbar.com/go?id=P151117634)[27](https://app.finbar.com/go?id=P151115364)[28](https://app.finbar.com/go?id=P151115365)[29](https://app.finbar.com/go?id=P151114964)

## Business segments

Baidu reports two operating segments: **Baidu General Business** (formerly Baidu Core) and **iQIYI**. Baidu General Business encompasses the Mobile Ecosystem, AI Cloud, and Intelligent Driving & Other Growth Initiatives. The Mobile Ecosystem includes search, content discovery and online marketing; AI Cloud provides cloud infrastructure and AI applications; and intelligent-driving activities include the Apollo Go autonomous ride-hailing service. These business areas are not separately reported operating segments. [30](https://app.finbar.com/go?id=P151118037)[31](https://app.finbar.com/go?id=P151118648)[32](https://app.finbar.com/go?id=P151118649)[33](https://app.finbar.com/go?id=P151118650)[6](https://app.finbar.com/go?id=P151118652)[7](https://app.finbar.com/go?id=P151118653)[8](https://app.finbar.com/go?id=P151118654)

iQIYI produces, aggregates and distributes video entertainment, primarily original and licensed content, and earns revenue from membership subscriptions and advertising. In 2025, Baidu General Business generated RMB102.5 billion in segment revenue, approximately **79%** of the two segments’ combined revenue, while iQIYI generated RMB27.3 billion, approximately **21%**. These shares are calculated before intersegment eliminations. [34](https://app.finbar.com/go?id=P151118662)[22](https://app.finbar.com/go?id=P151118758)[23](https://app.finbar.com/go?id=P151118760)[35](https://app.finbar.com/go?id=T17355572)
[30](https://app.finbar.com/go?id=P151118037)[31](https://app.finbar.com/go?id=P151118648)[32](https://app.finbar.com/go?id=P151118649)[33](https://app.finbar.com/go?id=P151118650)[6](https://app.finbar.com/go?id=P151118652)[7](https://app.finbar.com/go?id=P151118653)[8](https://app.finbar.com/go?id=P151118654)[34](https://app.finbar.com/go?id=P151118662)[22](https://app.finbar.com/go?id=P151118758)[23](https://app.finbar.com/go?id=P151118760)[35](https://app.finbar.com/go?id=T17355572)[35](https://app.finbar.com/go?id=T17355572)

## Company history

Baidu was founded in January 2000 by Robin Li and Eric Xu as an internet search company. Its American depositary shares began trading on Nasdaq in August 2005, marking its initial public offering. [36](https://govt.chinadaily.com.cn/s/201804/11/WS5df33e2c498e1ed196a6b29/baidu.html)[37](https://ir.baidu.com/news-releases/news-release-details/baiducom-inc-announces-initial-public-offering)

Baidu expanded beyond search through investments and acquisitions: it agreed to take a substantial majority stake in online-video service iQIYI in 2012 and signed an agreement to acquire mobile-app distributor 91 Wireless in 2013. [38](https://baidu.gcs-web.com/news-releases/news-release-details/baidu-announces-acquisition-providence-equity-partners-stake)[39](https://ir.baidu.com/news-releases/news-release-details/baidu-signs-definitive-agreement-acquire-netdragons-subsidiary/) In 2017, it announced Apollo, an open platform for autonomous driving. iQIYI listed separately on Nasdaq in 2018, and Baidu completed a secondary listing in Hong Kong in 2021. [40](https://www.globenewswire.com/news-release/2017/04/19/1018939/0/en/Baidu-Announces-Project-Apollo-Opening-Up-its-Autonomous-Driving-Platform.html)[41](https://ir.baidu.com/iqiyi)[42](https://ir.baidu.com/news-releases/news-release-details/baidu-announces-first-quarter-2021-results)
[36](https://govt.chinadaily.com.cn/s/201804/11/WS5df33e2c498e1ed196a6b29/baidu.html)[37](https://ir.baidu.com/news-releases/news-release-details/baiducom-inc-announces-initial-public-offering)[38](https://baidu.gcs-web.com/news-releases/news-release-details/baidu-announces-acquisition-providence-equity-partners-stake)[39](https://ir.baidu.com/news-releases/news-release-details/baidu-signs-definitive-agreement-acquire-netdragons-subsidiary/)[40](https://www.globenewswire.com/news-release/2017/04/19/1018939/0/en/Baidu-Announces-Project-Apollo-Opening-Up-its-Autonomous-Driving-Platform.html)[41](https://ir.baidu.com/iqiyi)[42](https://ir.baidu.com/news-releases/news-release-details/baidu-announces-first-quarter-2021-results)

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