Investor FAQs

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When was Baidu incorporated?
Baidu was incorporated in 2000.
Where is Baidu located?
Baidu’s headquarters are in Beijing, China. The Company also has offices in Shanghai, major cities in Guangdong Province, Japan, USA, Thailand, Brazil, Egypt and Indonesia.
When does Baidu’s fiscal year end?
Baidu’s fiscal year ends on December 31.
How many employees does Baidu have?
As of December 31, 2018, Baidu had 42,267 employees on a consolidated basis including invested entities.
Who sits on Baidu’s Board of Directors?
The information on Baidu’s Board of Directors can be found here
Who is Baidu’s management team?
The information on Baidu’s management team can be found here
What is Baidu’s mission statement?
Our mission is to make the complicated world simpler through technology.
How can I contact Baidu’s Investor Relations?
We would love to hear from you and we strive to respond to queries in a timely fashion. To request additional information, you can fill out the Information Request form here. Alternatively, investor inquiries can be directed to; media inquiries can be directed to Our address and contact are below:

Baidu Campus
No. 10, Shangdi 10th Street
Haidian District, Beijing
Tel. +86-10-5992-8888
Fax: +86-10-5992-0000
When did Baidu go public and what exchange does Baidu stock trade on?
Baidu (NASDAQ: BIDU) went public on August 5, 2005 on the NASDAQ exchange at a price of $27 per American depositary share (ADS).
What is the ADS to ordinary share ratio?
Currently, each ADS represents eight Class A ordinary shares.
Has this ratio ever changed? If so, when and how?
Baidu changed the ratio of its American depositary shares ("ADSs") representing Class A ordinary shares from one (1) ADS for one (1) share to ten (10) ADSs for one (1) share, taking effect on May 12, 2010.

Baidu changed in the American depositary share ("ADS") ratio proportionate to the Share Subdivision from ten (10) ADSs representing one (1) Class A ordinary share to one (1) ADS representing eight (8) Class A ordinary shares (the "ADS Ratio Change"), to take effect on March 1, 2021.
Does Baidu pay a cash dividend?
Baidu has not declared or paid any dividends, and currently does not have plans to pay any cash dividends on its ordinary shares. We currently intend to retain most, if not all, of our available funds and any future earnings to operate and expand our business. Baidu’s board of directors has complete discretion over whether to distribute dividends. Even if our board of directors decides to pay dividends, the form, frequency and amount of our dividends will depend upon our future operations and earnings, capital requirements and surplus, financial condition, contractual restrictions and other factors that our board of directors may deem relevant.
Who are Baidu’s independent auditors?
Ernst and Young Hua Ming
Who is Baidu’s transfer agent?
Maples Finance Limited
Does Baidu issue quarterly reports and annual reports, how can I get them?
Yes, Baidu issues quarterly earnings reports, usually in April, July, October and February. All these quarterly reports and annual reports can be accessed here. Our annual reports will be available on the SEC Filings you can also contact Baidu's Investor Relations to get a hard copy of the annual reports.
Where can I listen to past Baidu earnings conference calls?
Archived webcasts of our past earnings conference calls can be found here
How can I receive updates on Baidu investor news?
Please subscribe to our email alert to receive our latest investor news.
What is Baidu doing to help the community?
Baidu is committed to CSR on multiple fronts. We leverage our brand, technology platform and large base of users and partners to help our community. Our CSR reports can be downloaded from
How does Baidu generate revenue?

Baidu generates revenues mainly from online marketing services. A majority of revenues from online marketing services are derived from pay-for-performance (P4P) services. The P4P platform is an online marketplace that introduces internet search users to customers who pay Baidu a fee based on click-throughs of sponsored links. Baidu recognizes P4P revenues when a user clicks on a customer’s sponsored link, based on the amount that the customer has agreed to pay for each click-through.

In addition, Baidu also provides other performance-based online marketing services and time-based online advertising services, whereby the customers pay Baidu based on performance criteria other than click-throughs, such as the number of telephone calls brought to the customers, the number of bookings of air tickets or hotel rooms, the number of users registered with the customers, or the number of minimum click-throughs. For time-based online advertising services, the customers pay Baidu based on the duration of the advertisement placed on Baidu’s properties and Baidu Union members’ properties.

Baidu also operates Transaction Services, such as Nuomi, Takeout Delivery and Baidu Wallet. Baidu also retains a large majority stake in iQiyi, an online video platform.

What is Baidu’s search market share?
According to the 3rd party research firm Analysys, Baidu’s combined PC and mobile search business represents 71% of China’s internet search market share by page views, as of December 2015.
What is Baidu's sales model?
Baidu sells its online marketing services through both direct sales teams and a distribution network. Currently, Baidu has a direct sales presence in Beijing, Shanghai and major cities in Guangdong province while leveraging distribution networks in lower tier cities.
Who are Baidu’s customers?
Baidu has a diverse mix of online marketing customers that predominantly consists of small and medium sized enterprises, but includes corporations of all sizes. These customers are spread across a range of industries and geographies.
What is Phoenix Nest?
Phoenix Nest is one of Baidu’s current online marketing platforms, which was launched in April 2009. Through an enhanced algorithm that generates more relevant online marketing and provides customers with additional tools and information to help them better manage their spending and achieve higher ROI, Phoenix Nest is designed to improve relevance in paid search and increase value for customers, thus driving monetization efficiency. Baidu has opened online marketing on mobile search to all customers to allow them to promote their products and services. Besides text descriptions, customers can also promote their applications on mobile search.
What is Baidu Union?
Baidu Union is the program through which Baidu expands distribution of the customers’ sponsored links or advertisements by leveraging traffic directed from the Baidu Union members’ internet properties. Baidu makes payments to Baidu Union members for acquisition of traffic.
What are Baidu's most popular products?
Baidu’s core product is web search. In addition, Baidu powers many popular products including Maps, community-based products, such as Baidu PostBar, the world’s first and largest Chinese-language query-based searchable online community platform, Baidu Knows, the world’s largest Chinese-language interactive knowledge-sharing platform, and Baidu Encyclopedia, the world’s largest user-generated Chinese-language encyclopedia, to name but a few. Beyond these marquee products Baidu also offers dozens of helpful vertical search-based products, such as Image Search, Video Search, News Search, and many more. A description of our products can be found here