Operating profit. As a result of the foregoing, we generated
an operating profit of RMB10.0 billion (US$1.4 billion) in 2016, a 13.9% decrease from RMB11.7 billion in 2015.
Other income, net, including exchange gains or losses. Our other income, net, including exchange gains or losses
was RMB4.3 billion (US$619.6 million) in 2016, compared to RMB24.9 billion in 2015. The other income, net, including exchange gains or losses in 2016, mainly consisted of the investment gain recognized as a result of Baidus exchange
of Uber (Cayman), Ltd., or Uber China, shares with Xiaoju Kuaizhi, Inc., or Didi.
Income (loss) from
equity method investments. We had loss from equity method investments of RMB1.0 billion (US$147.7 million) in 2016, as compared to income from equity method investments of RMB3.9 million in 2015 mainly due to the loss pick up of
our significant investee, Ctrip.
Taxation. Our income tax expenses
decreased by 46.8% from RMB5.5 billion in 2015 to RMB2.9 billion (US$419.6 million) in 2016, primarily due to the significant tax expense recognized in 2015 in relation to our exchange of Qunar shares with Ctrip. The effective tax rate for
2016 was 20.1% as compared to 14.4% in 2015. Excluding the share exchange transaction impact for the past two years, the effective tax rate was flat year-over-year.
Net income attributable to Baidu, Inc. As a result of the foregoing, net income attributable to Baidu,
Inc. decreased from RMB33.7 billion in 2015 to RMB11.6 billion (US$1.7 billion) in 2016.
Year Ended December 31,
2015 Compared to Year Ended December 31, 2014
Consolidated revenues. Our total revenues
increased by 35.3% from RMB49.1 billion in 2014 to RMB66.4 billion in 2015. This increase was due to a substantial increase in our revenues from online marketing services. Our online marketing revenues increased by 32.0% from
RMB48.5 billion in 2014 to RMB64.0 billion in 2015. This increase was mainly attributable to the increase in the number of our active online marketing customers from approximately 813,000 in 2014 to approximately 1,049,000 in 2015, and the
increase in the average revenue per customer from approximately RMB59,400 in 2014 to approximately RMB60,500 in 2015. Consistent with previously reported numbers, the number of active online marketing customers and average revenue per customer
exclude those for our group-buying related businesses.
Consolidated operating costs and expenses. Our
consolidated operating costs and expenses increased by 50.9% from RMB36.2 billion in 2014 to RMB54.7 billion in 2015. This increase was primarily due to the expansion of our business, and in particular the expansion of our mobile platform
and transaction related services.
Cost of Revenues. Our cost of revenues increased by 45.4% from
RMB18.9 billion in 2014 to RMB27.5 billion in 2015. This increase was primarily due to the following factors:
Traffic Acquisition Costs. Our traffic acquisition costs increased by 40.0% from
RMB6.3 billion in 2014 to RMB8.9 billion in 2015. Traffic acquisition costs represent 13.3% of total revenues in 2015, compared to 12.9% in 2014. The increase in our traffic acquisition costs mainly reflected the increased contribution of
Baidu Union members.
Bandwidth Costs and Depreciation Expenses. Our bandwidth costs increased by 30.5% from
RMB2.8 billion in 2014 to RMB3.7 billion in 2015. Our depreciation expenses of servers and other equipment increased by 28.8% from RMB2.0 billion in 2014 to RMB2.6 billion in 2015. The increases in these costs were mainly due to
our investment in increasing our network infrastructure capacity.
Sales Tax and Surcharges. Our sales tax and surcharges increased by 29.1% from
RMB3.6 billion in 2014 to RMB4.6 billion in 2015, in line with the increase in revenues.
Operational Costs. Our operational costs increased by 75.0% from RMB2.2 billion in 2014 to
RMB3.9 billion in 2015, primarily due to the increase of delivery cost of Baidu Nuomi and Baidu Deliveries business, payment platform charges and staff-related costs.