Ge Long Hui·2025-09-04 03:57Core Insights - Baidu Group reported Q2 2025 revenue of 32.713 billion yuan, a year-on-year decline of 3.59%, but a quarter-on-quarter increase of 0.80; net profit attributable to shareholders was 7.322 billion yuan, up 33.42% year-on-year; NON-GAAP net profit was 4.795 billion yuan, down 35% year-on-year [1] Group 1: Financial Performance - Baidu's core business revenue reached 26.251 billion yuan, a year-on-year decline of 2%; NON-GAAP net profit for the core business was 4.792 billion yuan, down 34% year-on-year [1] - The company repurchased shares worth 677 million USD in H1 2025, with a cumulative repurchase amount of 2.3 billion USD under the 2023 share repurchase plan [1] Group 2: Online Marketing Business - Baidu's core online marketing business revenue was 16.2 billion yuan, a year-on-year decline of 15%; despite a 5% year-on-year increase in Baidu APP MAU to 735 million, the online marketing business faced pressure due to new traffic primarily coming from AI search [2] - As of June, over 50% of mobile search result pages contained AI-generated content, up from 35% in April; by July, this figure rose to 64% [2] Group 3: AI Search Commercialization - Baidu is exploring AI search commercialization, developing more flexible and native advertising formats that integrate naturally into user experiences; AI search is expected to improve monetization efficiency in the long term, although it currently pressures revenue and profit margins [2] Group 4: Intelligent Cloud and Non-Online Marketing Revenue - Baidu's core non-online marketing revenue reached 10 billion yuan, a year-on-year increase of 34%, driven by growth in cloud intelligence business [3] - The growth is attributed to the expansion of Baidu's MaaS platform and the release of the open-source Wenxin 4.5 series models, which exhibit strong performance in instruction following and visual understanding [3] Group 5: Autonomous Driving Business - Baidu's "萝卜快跑" (Roborock) service saw order volume reach 2.2 million, a year-on-year increase of 148%; the service is expanding into international markets, covering 16 cities globally [4] - Strategic partnerships with Uber and Lyft aim to deploy thousands of fully autonomous vehicles in Asia, the Middle East, Germany, and the UK, with plans for further expansion across Europe [4] Group 6: Investment Outlook - The company is actively exploring AI search commercialization, while its intelligent cloud and autonomous driving businesses continue to grow rapidly; projected revenues for 2025-2027 are 123.38 billion yuan, 134.50 billion yuan, and 145.11 billion yuan respectively, with adjusted net profits of 18.875 billion yuan, 21.187 billion yuan, and 23.610 billion yuan [4]