www.fipp.com April 2007 | Magazine World | 27
CHINA
BAIDU
SEARCH PARTY
In just a few short years, Baidu has become the dominant
search engine in the Chinese market with a stunning two-
thirds of the business. Vice president Dong Liang explains
how Baidu has managed to ‘out-Google' Google
To what do you attribute the Do you cooperate with magazine
remarkable success of Baidu? publishers in designing
There are many reasons why search engine optimisation
Baidu has won the battle of programmes or is this function
the Chinese search engine initiated by specialised
market. We have a better consultants to the industry?
understanding of Chinese The e-publishers provide
search users and deliver Baidu with data and based on
more products and services that data, Baidu provides a
to our users. We also have corresponding search service
a much bigger database of for the end users. I’m afraid we
Chinese web pages and offer cannot comment on our plans
a more stable and faster for extending our own content
service. In addition, we have such as news and service
better search algorithms and features, but the hyperlink on
marketing. Baidu refers to the original web
page for every newspaper and
We understand that Baidu magazine, so there’s no confl ict
is about to launch in its fi rst How do you view Baidu's between Baidu and other
foreign market, Japan. Why relationship with content content providers.
did you decide to do this? providers such as magazines?
The economic scope of Japan’s We are partners and Baidu will Do existing Chinese laws
internet search market is be a very useful platform for limit what you can take from
very attractive and Baidu has them to promote and market publishers' websites without
the advantage of its double- their products. In the future their explicit permission?
character information search it’s possible that we will be Of course. Chinese laws limit
technology, which also works involved in driving traffi c and such kind of copying activity.
for the Japanese language. bringing ads to their websites,
As far as the search engine but at the moment we don’t How do you see the future
market is concerned, we don’t have such a plan. of search engines?
think the Japanese market is We believe search users need
very highly competitive, which How much success have you a one-stop solution for their
is another reason why we fi rst had so far in partnering with multi-purpose search activities,
chose to enter this market. Of magazine publishers in China? and in this aspect we think we
course, the Chinese market is We do actively solicit are the best. In particular, the
very important to Baidu, but magazine partners and we impact of new platforms such
another fact is that we have now have partnerships with as mobile devices on search is a
nearly a 70 per cent market several e-publishers, which very promising area. China now
share in China. It’s time for us covers most of the magazine has the most mobile users
to do something bigger. publishers in China. per country.
P26-27 Baidu VP Q&A.indd 3 27/3/07 18:45:32
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