Chinese search engines and Baidu In the second quarter of 2010 the total revenue of the Chinese search engine market reached RMB 2.64 billion (€285 million); this is an increase of 53.2% compared to the first quarter (source: iResearch). Don't be surprised about the number, but consider the population and territory first. Due to recent changes in the Chinese search market (especially the news that Google is quitting China) the direct consequence is that Chinese customers will rely more and more on Baidu. Google and Baidu have formed an oligopoly for years and Baidu's dominant position will not change in the short term. Other newly launched local search engines like Soso and Sogou are struggling to grow but at present can not compete with Baidu. Baidu is the biggest search engine in China and has a market share of 77.2% in 2009. More than 100 million web-browsers visit Baidu each day and perform 1 billion searches. Baidu can not be ignored when talking about the Chinese search market. To give you a clear insight on Baidu consider the following features:
Baidu's total revenue in 2009 was RMB 4.4 billion (€478 million) in 2009, an increase of 39.1% compared to 2008 (source: Baidu Annual Report 2009). Amongst the people using Baidu almost 40% are business decision makers who use search engines for information gathering (source: CNNIC Internet Development Report 2010).
Baidu is the biggest Chinese language search engine in the world and is targeted almost entirely at mainland China. Almost all campaign management apps, language settings and corresponding certificates are in Chinese, which means that only native speakers are able to manage campaign in Baidu.
The cost for launching a promotion campaign in Baidu is low due to currency differences. For the most popular product, online-marketing services, the cost to open an account is RMB 600 (€65) plus a pre-paid RMB 5000 (€540) media expense which for an average campaign can last up to 5 months. This adds up to a yearly costs of around €1200.
Just like with Google you can launch Baidu campaigns on paid search and display network. But Baidu also has several unique products like brand zone, hot zone, picture promotion, etc. These products have no direct counterpart in Google. In conclusion advertising on Baidu can be challenging, but it is a good strategy for companies that want to expand their business to China and for those already operating in China who are willing to expand to reach a larger audience. In my next post I will tell you more about the various products that Baidu offers. * Source of picture:digitip.net. All Baidu product details are from www.baidu.com
CommentGoogle Offers Clearer Search Lab...0 comments  After an investigation by the European Commission in to whether or not Google unfairly promoted its services, the search giant has decided to make changes to how it di...... read more
Special Feature for Duanwu Festival0 comments  Today is the traditional Duanwu Festival (also named Dragon Boat Festival) in China. It is a festival for commemorates the death of poet Qu Yuan. As a national festiva...... read more
Wieowie.nl, the people search en...2 comments  Wieowie is a Dutch website
which helps you look for people. Well – for the info about people available
online. As you enter the name of the person in the searc...... read more
Ambition of Baidu on Global expa...0 comments  Baidu has dominated China for quite long and no company has the ability to shake its top market share in the short term. Though Baidu claimed itself as the biggest Chi...... read more
|
Last Comments
EventsUpcoming event
Last event
Bloggers
Latest Videos
  Columns
Tagcloudinterview london realtime iphone marketing search engines privacy tools research mobile blog viral facebook ads ppc images matt cutts yahoo sea website europe microsoft searchcowboys china spain social sem search funny app analytics apple smx twitter yandex gmail social media google earth event linkbuildingMost Commented
AgendaMost Read
|
   Search |
© 2013 Searchcowboys.com - All Rights Reserved - All views and opinions expressed are those of the authors of Searchcowboys.
All trademarks, slogans, text or logo representation used or referred to in this website are the property of their respective owners. Sitemap
Comments (3)
Maybe this was the fact that Google could be so principal about censorship. Their share was pretty low anyway :)
Ma 15 nov 2010, 15:48
Hi Teun, the reason for Google does not perform well in China is its business model and the perception of market. That is a long story:) For censorship, I think local search engines receive more pressure than Google.
Vr 11 feb 2011, 10:39
Thanks for sharing such a great and excellent post.
Vr 23 sep 2011, 16:49