Baidu Trading at a Discount at 20.4x P/E: Buy, Sell or Hold the Stock?

Core Investment Thesis - Baidu (BIDU) presents an attractive investment opportunity in China's technology sector, trading at a forward price-to-earnings ratio of 20.37x, significantly lower than the Zacks Internet-Services industry's 29.57x and the Zacks Computer and Technology sector's 29.03x [1][2] Apollo Go Expansion - Baidu's Apollo Go has achieved early commercial viability, providing 3.1 million fully driverless rides in Q3 2025, a 212% increase year-over-year, with cumulative rides exceeding 17 million by November 2025 [5] - The platform's expansion into Switzerland and Abu Dhabi, along with broader testing in Hong Kong, indicates growing regulatory confidence in its technology [5] - Apollo Go operates in 22 cities with 100% fully driverless service in major Chinese markets, maintaining a competitive edge despite rising competition from Tesla and Alibaba-backed AutoX [5] AI Infrastructure and Long-Term Growth - Baidu's AI infrastructure strategy, centered around the ERNIE 5.0 model, is a key driver for long-term growth as enterprises transition to AI-native workflows [6] - The AI Cloud Infrastructure generated RMB 4.2 billion in Q3 2025, reflecting a 33% year-over-year increase, despite competition from Alibaba Cloud and Tencent [6] Advertising Business Challenges - Baidu's online marketing revenues fell 18% year-over-year in Q3 2025 to RMB 15.3 billion, impacted by a weak advertising market and competition from e-commerce and social media platforms [8] - The core advertising segment, historically a major revenue source, faces pressure from macroeconomic uncertainties and shifts in advertiser preferences [8] Share Price and Earnings Trends - Baidu shares increased by 45.8% over the past year, underperforming the Zacks industry's 67.7% growth and trailing Alibaba and Tencent's gains [9] - The Zacks Consensus Estimate for Q4 earnings per share is $1.50, indicating a 42.97% year-over-year decline, while the 2025 earnings estimate is $7.16 per share, reflecting a 32% annual decline [12] Conclusion - Baidu's investments in AI, cloud services, and autonomous driving position it well within China's technology transformation, but ongoing advertising weakness and uncertain AI monetization timelines limit near-term profitability [13] - The stock's valuation discount compared to industry peers suggests a cautious investor sentiment, with existing shareholders advised to hold and new investors potentially waiting for a clearer entry point [13]