The search engine in China
Baidu is the No. 1 search engine in China, controlling 76.05 % of China’s market share. The monthly active Baidu users worldwide have reached 940 million by 2020. It is also one of the largest AI and internet companies in the world.
Baidu offers several services to locate information, products and services using Chinese-language search terms. Baidu focuses on generating revenues primarily from online marketing services. One of the services, Baidu promotion, is an online marketing service that provides performance-based payment to companies, allowing companies to obtain a large number of potential customers with a small amount of investment and effectively enhance the influence of their brands.
European companies could first create their local Chinese web page that can appear on Baidu search engine, and using on-page and off-page SEO to prioritise the placement in the search results, or to join the Baidu promotion service to reach Chinese consumers more efficiently.