As content platforms face fierce competition and diminishing traffic dividends, the value of knowledge-based content has become increasingly prominent. Baidu, the Chinese tech giant known for its search engine and AI technologies, is making unprecedented efforts to embrace the knowledge sector.
At the recent "2019 Baidu Knowledge Summit," Ruan Yu, General Manager of Baidu's Knowledge Vertical, revealed impressive statistics: Baidu's knowledge content receives 1.54 billion daily searches, serves over 230 million daily users, and captures more than 630 million minutes of daily browsing time. These numbers reflect Baidu's long-term investment and strategic upgrades in its knowledge ecosystem. "There are no shortcuts in building knowledge platforms," Ruan emphasized during the summit.
Fifteen Years of Development: Baidu's Knowledge Ecosystem
Baidu's knowledge vertical didn't emerge overnight but represents fifteen years of continuous development. It comprises six major products forming a comprehensive knowledge ecosystem:
- Baidu Knows (2005): A Q&A platform with over 180 million contributors
- Baidu Encyclopedia (2006): Featuring 16 million entries collaboratively maintained by 6.8 million users
- Baidu Library (2009): China's largest document service platform with 180,000 certified authors
- Baidu Experience (2010): Offering practical solutions from 550,000 experts
- Baby Knows (2014): A parenting platform serving 200,000 mothers
- Baidu Scholar (2014): Indexing 1.2 million academic sites globally
This ecosystem benefits from Baidu's search technology, China's largest knowledge repository, and diverse open collaborations with content partners.
Mobile Era Challenges and Strategic Responses
The mobile internet era presents new challenges with information silos between apps. Baidu has responded with several strategic initiatives:
- Video Transformation: Video content now accounts for 58% year-over-year growth, with "Quick Know" videos reaching 80 million daily views
- Professional Partnerships: Collaborations with 40,000 institutions including China's Supreme Court and National Center for the Performing Arts
- Youth-Focused Upgrades: Refreshed interfaces and content formats targeting younger users
- Educational Resources: Expanded offerings from K-12 materials to professional knowledge services
- Public Welfare Innovations: Digital museum projects and rural education initiatives
New Strategic Directions: Traffic, Monetization, and Collaboration
Baidu announced several new programs for 2020:
- Enhanced "Know Partners" program for brand marketing integration
- "Character Encyclopedia Plan" for celebrity profiles
- "Star Knowledge Plan" to incubate 10,000 video creators
- Upgraded copyright protection and creator incentive programs
These initiatives focus on three key areas: traffic incentives for creators, diversified monetization channels, and expanding creator diversity to include brands and celebrities.
Strategic Significance in Baidu's Mobile Ecosystem
Baidu's knowledge investments align with its broader mobile strategy. Recent investments in children's education platform Kaishu Storytime, Q&A community Zhihu, and technology site Guokr demonstrate this commitment. Knowledge content serves dual purposes:
- Leveraging Baidu's historical strength in search-based knowledge
- Fortifying search as Baidu's core value proposition
As Baidu reorganizes around mobile ecosystems, knowledge content plays a vital role in its "One Entry + Dual Ecosystems + Dual Engines" strategy, which has helped its flagship app surpass 200 million daily active users.
The knowledge vertical's revitalization represents both a strategic utilization of Baidu's existing advantages and a necessary adaptation to mobile internet realities. As this content continues to feed Baidu's mobile ecosystem, the company appears positioned to capitalize on emerging opportunities in China's evolving digital landscape.