socialmedian: Baidu - China's very own search engine brand

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Baidu - China's very own search engine brand

Source: Asian Brand Strategy

Apr 18, 2008

Summary

The recent offer by Microsoft to acquire Yahoo! brings to the fore yet again the high stakes involved in the online world. With a few dominant players and billions of dollars at stake, the online world of commerce, advertising and search is just starting to heat up. No where is this hotter than in China, the world's second largest Internet market. Even though Google and Yahoo! are the worldwide leaders in search, they have taken a beating in the highly complex and competitive online market in China. The Chinese online market is controlled by China's own brand: Baidu.

Baidu controls 57% of the Chinese search market, while the global search leader Google comes in a distant second with 18.7% and Yahoo! a close third with 13.6% of the search market. With the online search market amounting to US$260 million in 2006 and estimated to grow by 50% to 60% compounded annually over the next three years, the competition seems to be just starting.

This highlights the complexities of the Chinese market. Even though Google and Yahoo! have the resources and technological know h ...Read the full article

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