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Insight Report - Baidu B2B

Baidu is the dominant Chinese internet search engine company, it was founded in Beijing on January 1, 2000. Baidu is one of China's three Internet giants, (BAT). As of December 2020, Baidu ranked fourth in Alexa and second in China, with the world's second-largest search engine market share.

Baidu SEM - Keyword Search

Baidu keyword search service covers 95% of Chinese netizens and is the largest Chinese search engine.

Key characteristics of Baidu SEM:

  • Support display on PC and mobile

  • The search results are displayed on the first page to reach potential users quickly

  • Support multiple styles - text, image, image group, lists, videos, download formats

  • AD placement - the first page on the computer, marked with "Ads", the bottom of search results on the computer, etc

  • Payment mechanism - pay according to performance keywords

  • Paid model - CPC (Cost Per Click)

Baidu Search Promotion

Uses search keywords and built-in AI system matching to connect advertisers with users

Baidu Brand Zone

Baidu brand zone is located at the top of Baidu search results, with the first screen display position and comprehensively promotes and displays corporate brand information in various advertising forms such as text, pictures and videos. It enables users to have a better understanding of the brand's official website, and obtain the required corporate information. This is an innovative brand promotion model that enhances the efficiency of corporate brand identity.

  • Various styles - normal, advanced and customized

  • Advertising is on the first screen of a search result on PC and Mobile.

  • Payment mechanism - CPT (Cost per time, minimum 1 month)

Advantages of Baidu Brand Zone

  • Prime placement on the first page

  • Strengthen the overall brand image and consumer trust

  • An important channel for brands to communicate with consumers

  • Better branding

  • Better interaction with brand users through the corresponding information of various product catalogues

Baidu Infeed ads

Baidu infeed ads is the type of advertisement interspersed with information traffic such as Baidu app, Baidu Tieba and Haokan videos, etc. It has a large amount of high-quality content and media resources, covering the entire network of users. Baidu infeed ads carry hundreds of millions of traffic and continuously optimises its product and comprehensively improves promotional results.


  • Low interference to users

  • AI-powered algorithms

  • Multidimensional directional locking

  • Bid & creative double guarantee

Baidu B2B industry demand analysis

Online demand was generally stable in 2019, and there was a significant increase after the 2020 Spring Festival. Between April and May 2020, compared to the same period last year, the increase was 8% and 10% respectively.· B2B industry demand is concentrated on mobile at approximately 70% with a higher concentration on weekends whilst PC demand is higher on weekdays.

Market opportunity analysis

Overall opportunities:

  1. Online demand in the B2B industry is on a steady rise, providing exponential growth opportunities.

  2. The B2B industry demands are primarily on mobile devices, thus giving it a priority for further developments.

  3. The demand for PC traffic primarily peaks on weekdays compared to mobile. Understanding this information is crucial for communication with consumers.

Category opportunities

B2B industry TOP 10 categories: machinery, building materials and home improvement, plumbing and electrical, electronic instrument, metallurgical steel, chemical energy, security lighting, hardware tools, auto distribution and food and agriculture.

Geographical opportunity

  1. B2B demand boom accounts for half of Eastern China, with Guangdong Province dominating in Southern China.

  2. Dissimilar industries reflect certain differences in regional demands, but an in-depth exploration of regional opportunities is key.

You can download the full report (in Chinese) - Here

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