Sou Hu Cai Jing·2025-09-19 12:37Core Viewpoint - The traditional search engine model, particularly that of Baidu, is facing significant challenges due to the shift in user behavior towards content platforms and AI-driven search solutions [1][2][4]. Group 1: User Behavior Shift - Users are increasingly relying on content platforms like Xiaohongshu and Douyin for information, moving away from traditional search engines [1][2]. - The search behavior is becoming decentralized, with users finding information through recommendations rather than direct searches [2][3]. - Xiaohongshu has over 350 million monthly active users, while Douyin's user base exceeds 1 billion, indicating a strong shift in user engagement [3]. Group 2: Competitive Landscape - Baidu's traditional dominance in the search engine market is being eroded by competitors like Tencent and ByteDance, which are enhancing their search functionalities through integrated services [2][4]. - AI-driven search solutions are emerging as a significant threat, with companies like Google and Microsoft leading the charge in AI search capabilities [4][5]. - Baidu's AI search monthly active users stand at 32.2 million, but it ranks behind competitors in terms of user engagement and product appeal [4][11]. Group 3: Financial Performance - Baidu's online advertising revenue has declined significantly, with a 15% year-over-year drop in Q2, reducing its share of core revenue from 71.95% to 61.7% [8][11]. - The company is under pressure to innovate and adapt its business model to retain market share and revenue streams [11][14]. - Despite the challenges, Baidu is investing heavily in AI, with a notable increase in AI-generated content in search results, rising from 35% to 64% in just a few months [8]. Group 4: Future Directions - Baidu is focusing on integrating AI capabilities into its search functions to enhance user experience and maintain relevance in the market [8][14]. - The company is exploring new advertising models that leverage AI to improve effectiveness and user engagement [13][14]. - The overall search industry is facing challenges related to user privacy, answer credibility, and high operational costs, which will require innovative solutions [14].