Group 1: Performance Overview - In Q1 2025, the company achieved operating revenue of 32.452 billion, a year-on-year increase of 3%, with Non-GAAP net profit of 6.469 billion, both exceeding Bloomberg consensus expectations [1] - Since Q1 2025, the company has repurchased shares worth 445 million, with a cumulative repurchase amount exceeding 2.1 billion since 2023, indicating a continuous commitment to shareholder returns [1] Group 2: Advertising Business - In Q1 2025, the company's core revenue reached 25.5 billion, a year-on-year increase of 7%, surpassing Bloomberg consensus expectations, while online marketing revenue was 16 billion, a year-on-year decrease of 6% [2] - The company accelerated the AI transformation of its mobile ecosystem, with over 29,000 advertisers utilizing AI tools for daily ad spending, resulting in a 30-fold year-on-year revenue increase from AI tools, accounting for 9% of core online marketing revenue [2] - Short-term willingness of advertisers to invest remains to be restored, but more efficient AI tools are expected to drive incremental growth in advertising business [2] Group 3: Non-Advertising Business - The cloud business continued to grow significantly, with revenue increasing by 42% year-on-year, driven by accelerated AI adoption across multiple industries [2] - Revenue related to AI cloud services saw triple-digit year-on-year growth, with the company deepening cooperation with existing clients and expanding its customer base through new partnerships [2] - The smart driving business saw over 1.4 million orders in Q1, a year-on-year increase of 75%, with expansion into Dubai and Abu Dhabi planned [2] Group 4: Profitability and Cost Structure - In Q1, the company's core Non-GAAP gross margin declined year-on-year, primarily due to increased costs associated with the smart cloud business and customer acquisition [3] - The core Non-GAAP selling and administrative expense ratio increased year-on-year due to higher channel spending and marketing costs, partially offset by reduced personnel-related expenses [3] - The core Non-GAAP R&D expense ratio decreased by 3.4 percentage points year-on-year, mainly due to reduced personnel-related costs [3] Group 5: Profit Forecast and Investment Rating - The company is optimistic about AI providing new growth opportunities for its cloud business, but has adjusted its Non-GAAP net profit forecasts for 2025-2027 from 25.4/27.3/28.8 billion to 23.0/24.4/26.4 billion, corresponding to a Non-GAAP PE of 9 times for 2025 [3] - The company's progress in AI business and ongoing share repurchases reflect a focus on shareholder returns, maintaining a "buy" rating [3]

Investment Rating - The investment rating for Baidu Group is "Buy" (maintained) [1] Core Views - The report highlights that the short-term impact of AI transformation on the ecosystem significantly affects advertising revenue, while the cloud business shows positive trends [1] - The company's core revenue for Q1 2025 reached RMB 25.5 billion, a year-on-year increase of 7%, exceeding Bloomberg consensus expectations [8] - Non-GAAP net profit for Q1 2025 was RMB 6.469 billion, also better than market expectations [8] - The report emphasizes the potential of AI tools to enhance advertising efficiency and the ongoing transformation of Baidu's application ecosystem [8] Summary by Sections Financial Performance - Total revenue for 2023 was RMB 134.598 billion, with a year-on-year growth of 8.83% [1] - The forecast for 2025 estimates total revenue at RMB 134.638 billion, reflecting a slight increase of 1.14% [1] - Non-GAAP net profit for 2023 was RMB 28.747 billion, with a year-on-year growth of 39.01% [1] - The forecast for 2025 estimates Non-GAAP net profit at RMB 23.046 billion, a decrease of 14.65% [1] Business Segments - Advertising business: Online marketing revenue for Q1 2025 was RMB 16 billion, a year-on-year decrease of 6% [8] - Cloud business: Revenue grew by 42% year-on-year in Q1 2025, driven by increased demand for AI cloud services [8] - Autonomous driving business: The number of orders for the "萝卜快跑" service exceeded 1.4 million, a year-on-year increase of 75% [8] Market Position and Strategy - The report notes that Baidu has repurchased shares worth over USD 4.45 billion since Q1 2025, reflecting a commitment to shareholder returns [8] - The company is focusing on enhancing operational efficiency and user experience in its autonomous driving segment to reduce losses [8] - The report adjusts the Non-GAAP net profit forecast for 2025-2027 downwards due to uncertainties in the search business competition [8]

证券研究报告·海外公司点评·软件服务(HS) 百度集团-SW（09888.HK） 2025Q1 业绩点评：短期 AI 改造生态影响广 告收入，云业务趋势向好 买入（维持） | [盈利预测与估值 Table_EPS] | 2023A | 2024A | 2025E | 2026E | 2027E | | --- | --- | --- | --- | --- | --- | | 营业总收入（百万元） | 134,598 | 133,125 | 134,638 | 141,814 | 148,539 | | 同比（%） | 8.83 | (1.09) | 1.14 | 5.33 | 4.74 | | 归母净利润（百万元） | 20,315 | 23,760 | 22,112 | 22,114 | 23,990 | | 同比（%） | 168.75 | 16.96 | (6.93) | 0.01 | 8.48 | | Non-GAAP 净利润（百万元） | 28,747 | 27,002 | 23,046 | 24,364 | 26,373 | | 同比（%） | 39.01 | (6.07) | (14.65) ...

Core Insights - Baidu Group's total revenue for Q1 2025 reached 32.5 billion yuan, a year-on-year increase of 3.0%, exceeding expectations primarily due to strong growth in AI cloud revenue [1] - Non-GAAP net profit was 6.5 billion yuan, with a non-GAAP net profit margin of 19.9%, which is a decline of 2.3 percentage points year-on-year, mainly due to pressure on the relatively high-margin advertising business [1] - The proportion of AI cloud revenue in Baidu's core income increased by 6.5 percentage points year-on-year to 26.1%, while advertising revenue's share decreased by 8.7 percentage points [1] Revenue Breakdown - Baidu's core revenue grew by 7.0% year-on-year to 25.5 billion yuan, driven by better-than-expected AI cloud revenue [1] - Advertising revenue fell by 6.1% year-on-year to 16 billion yuan, impacted by moderate demand from advertisers and the effects of AI search transformation [1] - Non-advertising revenue increased by 39.6% year-on-year to 9.5 billion yuan, with AI cloud revenue growing by 42% year-on-year to 6.7 billion yuan [1] AI Transformation and User Engagement - In April, 35% of Baidu's search results included AI-generated content, up from 22% in January, indicating a proactive approach to AI transformation in search [2] - Baidu's app reached 724 million monthly active users in March, a year-on-year increase of 7%, suggesting improved user experience [2] - The "Agent" feature is becoming a significant part of Baidu's advertising business, with related revenue growing 30 times year-on-year in Q1 2025, accounting for 9% of core advertising revenue [2] Global Expansion and Order Growth - Baidu's "Luobo Kuaipao" service has expanded internationally, now operating in 15 cities with over 1,000 deployed vehicles, and saw a 75% year-on-year increase in order volume to 1.4 million in Q1 2025 [2] Profit Forecast and Valuation - The company adjusted its non-GAAP net profit forecasts for 2025, 2026, and 2027 down by 6.8%, 5.7%, and 3.6% respectively, primarily due to downward revisions in high-margin advertising revenue expectations [3] - The target price based on SOTP valuation is set at $102.2, down from a previous $110.9, and HK$99.5, down from HK$108.3 [3]

投资建议：我们看好AI 技术对于搜索广告和智能云业务的潜在拉动作用，考虑宏观经济下公司广告收 入承压与Gen-AI 研发投入持续增长，预计2025-2027 年实现经调整归母净利润241/270/312 亿元（ 前值 为272/301/331），维持优于大市评级。 风险提示：宏观经济下行导致广告大盘增速不及预期的风险；AI 大模型实际应用效果不及预期的风 险；自动驾驶业务发展慢于预期的风险；政策风险等。 百度核心广告收入下滑6%，搜索结果中35%是由生成式AI 来实现的（环比+13pcts）。百度核心在线营 销收入为160 亿元，同比下滑6%。其中托管页收入占比47%，体现广告业务结构持续优化。代理为广告 主创造的收入同比增长30 倍，占核心在线营销收入9%。搜索AI 转型加速，有助于提升用户体验。 智能云加速至同比+42%，非GAAP 运营利润保持正值。智能云收入67 亿元，同比增长42%，非GAAP 运营利润率持续为正。GenAI 和基础模型相关收入实现三位数的同比增长，AI 云服务的需求显著增 加。 技术赋能与生态拓展并行，客户结构持续优化。千帆平台升级促进原生AI应用开发，无代码工具 MIAODA 正 ...

Investment Rating - The investment rating for the company is "Outperform the Market" [6][25]. Core Insights - The company's total revenue for Q1 2025 was 32.5 billion yuan, a year-on-year increase of 3%. The adjusted net profit attributable to shareholders was 6.5 billion yuan, a decrease of 7% year-on-year, with an adjusted net profit margin of 20% [1][9]. - The core revenue from Baidu reached 25.5 billion yuan, up 7% year-on-year, while iQIYI's revenue was 7.2 billion yuan, down 9% year-on-year. The online marketing revenue decreased by 6% to 16 billion yuan [1][11]. - The advertising business continues to face pressure, with a 6% decline in core advertising revenue. However, 35% of search results now include AI-generated content, reflecting a 13 percentage point increase quarter-on-quarter [1][12]. - The AI cloud segment saw significant growth, with revenue reaching 6.7 billion yuan, a 42% increase year-on-year, driven by strong demand for generative AI and foundational model training [2][20]. - The Apollo Go autonomous driving service provided over 1.4 million rides in Q1 2025, a 75% increase year-on-year, expanding its coverage to 15 cities [21]. Financial Forecasts - The company is expected to achieve adjusted net profits of 24.1 billion yuan, 27 billion yuan, and 31.2 billion yuan for the years 2025, 2026, and 2027, respectively [25]. - Revenue projections for the years 2025 to 2027 are 135.7 billion yuan, 143.6 billion yuan, and 152.3 billion yuan, with corresponding growth rates of 1.9%, 5.9%, and 6.0% [4][27].

Investment Rating - The investment rating for the company is "Outperform the Market" [6][25]. Core Insights - The company's total revenue for Q1 2025 was 32.5 billion yuan, a year-on-year increase of 3%. The adjusted net profit attributable to shareholders was 6.5 billion yuan, a decrease of 7% year-on-year, with an adjusted net profit margin of 20% [1][9]. - The core revenue from Baidu reached 25.5 billion yuan, up 7% year-on-year, while iQIYI's revenue was 7.2 billion yuan, down 9% year-on-year. The online marketing revenue decreased by 6% to 16 billion yuan, but non-online marketing revenue grew by 40%, driven by the intelligent cloud business [1][11][12]. - The advertising business continues to face pressure, with a 6% decline in core advertising revenue. However, 35% of search results now include AI-generated content, indicating a shift towards AI integration [12][20]. Summary by Sections Financial Performance - In Q1 2025, Baidu's total revenue was 32.5 billion yuan, with adjusted net profit at 6.5 billion yuan, reflecting a 7% decline year-on-year. The adjusted net profit margin was 20% [1][9]. - The core business generated an adjusted net profit of 6.3 billion yuan, down 4% year-on-year, with a profit margin of 25% [1][9]. Business Segments - The core business revenue increased by 7% year-on-year, while iQIYI's revenue decreased by 9%. Online marketing revenue fell by 6%, but non-online marketing revenue surged by 40%, primarily due to the growth in intelligent cloud services [11][12]. - The intelligent cloud revenue reached 6.7 billion yuan, marking a 42% year-on-year increase, driven by the rising demand for generative AI and foundational model training [20][21]. Future Outlook - The report anticipates that AI technology will significantly boost both search advertising and intelligent cloud business. The adjusted net profit projections for 2025-2027 are 24.1 billion, 27 billion, and 31.2 billion yuan, respectively [25][27].

Investment Rating - The report maintains a "Buy" rating for Baidu Group with a target price of HKD 99.50 and USD 102.20 [7][28]. Core Insights - Baidu's total revenue for Q1 2025 reached RMB 32.5 billion, a year-on-year increase of 3.0%, driven by strong growth in AI cloud revenue [1]. - The proportion of AI cloud revenue in Baidu's core income increased by 6.5 percentage points year-on-year to 26.1%, while advertising revenue's share declined by 8.7 percentage points [1]. - The report emphasizes the need to monitor the sustainability of AI cloud revenue growth and the recovery pace of core advertising revenue [1]. Summary by Sections Financial Performance - Baidu's core revenue grew by 7.0% year-on-year to RMB 25.5 billion, primarily due to better-than-expected AI cloud revenue [2]. - Advertising revenue decreased by 6.1% year-on-year to RMB 16.0 billion, attributed to moderate demand from advertisers and the impact of AI search transformation [2]. - Non-advertising revenue increased by 39.6% year-on-year to RMB 9.5 billion, with AI cloud revenue growing by 42% year-on-year to RMB 6.7 billion [2]. Business Transformation - Management reported that 35% of Baidu's search results in April included AI-generated content, up from 22% in January, indicating a proactive approach to AI transformation [3]. - The Baidu app's monthly active users (MAU) reached 724 million in March 2025, a 7% year-on-year increase, suggesting improved user experience [3]. - The "LuoBo Kuaipao" autonomous driving service has expanded internationally, with orders reaching 1.4 million in Q1 2025, a 75% year-on-year increase [3]. Profitability Forecast and Valuation - The report adjusts Baidu's non-GAAP net profit forecasts for 2025, 2026, and 2027 down by 6.8%, 5.7%, and 3.6% to RMB 25.2 billion, RMB 28.5 billion, and RMB 30.9 billion respectively, mainly due to lower expectations for high-margin advertising revenue [4][24]. - The target price is based on a sum-of-the-parts (SOTP) valuation, reflecting a decrease from previous estimates due to the ongoing challenges in the advertising business [4][28]. Segment Valuation - The valuation for Baidu's core advertising business is set at USD 47.5 per ADS, based on a 5.0x 2025 PE, which is below the industry average of 13.9x [28]. - The AI cloud segment is valued at USD 46.2 per ADS, based on a 4.0x 2025 PS, reflecting strong revenue growth and improving profit margins [29].

证券研究报告 百度集团-SW (9888 HK/BIDU US) 搜索龙头迈步转型 AI 云厂商 | 华泰研究 | | | 季报点评 | | --- | --- | --- | --- | | 2025 年 | 5 月 | 22 日│中国香港/美国 | 互联网 | | 9888 HK | BIDU US | | --- | --- | | 买入(维持) 投资评级： | 买入(维持) | | 目标价： 港币：99.50 | 美元：102.20 | | 研究员 | 夏路路 | | SAC No. S0570523100002 | xialulu@htsc.com | | SFC No. BTP154 | +(852) 3658 6000 | | 研究员 | 侯杰 | | SAC No. S0570523010002 | houjie017864@htsc.com | | SFC No. BRI004 | +(86) 10 6321 1166 | | 联系人 | 曹卓铭 | | SAC No. S0570124020016 | caozhuoming@htsc.com | | SFC No. BUT776 | +( ...

香港交易及結算所有限公司及香港聯合交易所有限公司對本公告的內容概不負責，對其準確性或完整性亦不發表 任何聲明，並明確表示概不會就本公告全部或任何部分內容而產生或因倚賴該等內容而引致的任何損失承擔任何 責任。 承董事會命 百度集團股份有限公司 董事長兼首席執行官 李彥宏先生 香港，2025年5月21日 於本公告日期，本公司董事會包括董事李彥宏先生；以及獨立董事丁健先生、楊元慶先生、符績勛先生、許冉女士 及劉曉丹女士。 1 百度公佈2025年第一季度業績 根據不同投票權架構，我們的股本包括A類普通股及B類普通股。對於提呈本公司股東大會投票的所有事宜，A類 普通股持有人每股可投1票，而B類普通股持有人則每股可投10票。股東及有意投資者務請留意投資不同投票權架 構公司的潛在風險。我們的美國存託股（每股美國存託股代表八股A類普通股）於美國納斯達克上市，股份代碼為 BIDU 。 Baidu, Inc. 百度集團股份有限公司 （於開曼群島註冊成立以不同投票權控制的有限責任公司） （股份代號：9888（港元櫃台）及89888（人民幣櫃台）） 2025 年第一季度業績公告 我們謹此公告截至 2025 年 3 月 31 日 止 ...