BIDU(US:BIDU) Xin Lang Cai Jing·2025-12-05 05:10Core Viewpoint - Baidu is undergoing significant layoffs across multiple business units, which is directly linked to its declining performance and is seen as a strategic shift towards focusing on AI, smart cloud, and autonomous driving sectors [1][12]. Financial Performance - In Q3 2025, Baidu reported total revenue of 31.2 billion yuan, a year-on-year decrease of 7%, with a net loss of 11.2 billion yuan and an adjusted net profit of 3.8 billion yuan, down 36% year-on-year [1][12]. - The online marketing revenue, which constitutes a major part of Baidu's income, fell to 15.3 billion yuan, marking an 18% decline year-on-year, while non-online marketing revenue grew by 21% to 9.3 billion yuan, driven by the growth of the smart cloud business [2][13]. Business Segmentation - Baidu's core business is experiencing severe polarization, with online marketing revenue declining for six consecutive quarters, while non-online marketing revenue is on the rise [3][14]. - The online marketing revenue figures for the last six quarters are as follows: 19.2 billion yuan, 18.8 billion yuan, 17.9 billion yuan, 16.0 billion yuan, 16.2 billion yuan, and 15.3 billion yuan, with respective year-on-year changes of -2%, -4%, -7%, -6%, -15%, and -18% [3][14]. Market Dynamics - The search market in China is evolving, with users increasingly relying on super apps like Douyin, Xiaohongshu, and Weibo, which integrate search functions, leading to a decline in dependence on traditional search engines like Baidu [5][16]. - Baidu's app has reached 708 million monthly active users as of September 2025, showing only a 1% year-on-year growth, and its position among advertisers has dropped to ninth place, behind competitors like Douyin and Xiaohongshu [6][17]. AI Business Growth - Baidu's AI-related revenue is showing promising growth, with smart cloud infrastructure revenue reaching 4.2 billion yuan, up 33% year-on-year, and AI native marketing services revenue growing by 262% to 2.8 billion yuan, accounting for 18% of the core online marketing revenue [19][22]. - Despite the growth in AI, Baidu's overall performance remains under pressure due to ongoing losses in its core advertising business and the need for continued investment in AI development, which has exceeded 100 billion yuan since March 2023 [11][22].