http://www.zanthro.com About Baidu
The Chinese Consumer
Product Strategy
• Leading search engine in China
• Population is 1.3 billion, over 420
• Products emphasize two things: access
• 4 most visited website in the world
million connected to the Internet
to information and connecting with
• Baidu means the “search for one's dream”
• 71% urban; 28.9% rural
others online
- Taken from an 800 year old poem from
• 70% under the age of 30
• Baidu Post Bar is a discussion board
the Song Dynasty
• 88% use Internet on daily basis
used to write reviews and exchange
• Founded in 2000 by Robin Li
• 81% confident about their future
views
• Earned a masters degree in Computer
finances
• Baidu Knows is a Q&A engine
Science from SUNY Buffalo
• 70% of consumers under age 32 use
• Appeals to rural users who need to
• Developed an algorithm for ranking
search engine before making purchase
be shown “how to use it”
webpage popularity, similar to Google
• 58% of Chinese consumers feel that
• Baidu Baike allow users to post and
• Employs over 40000; 57 products
customer reviews impact purchasing
edit articles on any subject
emphasizing search and community
decisions
• Appeals to collectivist mindset, placing
• 73% of users reported using Baidu
group needs before individual needs
th
first