Baidu: brands it owns and its ownership tree
Baidu (NASDAQ: BIDU, HKEX: 9888) is a publicly listed company headquartered in Beijing, China that owns 14 consumer brands.[1][2]
Baidu describes itself as a leading AI company with a strong internet foundation. It was founded as a search engine business in 2000, incorporated in the Cayman Islands that January, and runs three main areas: a Mobile Ecosystem of more than a dozen apps built around Baidu App, an AI Cloud division, and intelligent driving, which includes the Apollo Go robotaxi service. Baidu General Business — the group excluding its separately listed video service iQIYI — contributed over 70 per cent of revenue in each of 2023, 2024 and 2025. Its shares trade on Nasdaq and, since March 2021, on the Hong Kong Stock Exchange.
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brands owned
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acquisitions recorded
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divestitures recorded
Company facts
- Legal name
- Baidu, Inc. (also Baidu.com, Inc., 百度集團股份有限公司)
- Type
- publicly listed company · see all publicly listed company owners
- Headquarters
- 🇨🇳 Beijing, China
- Founded
- 2000
- Tickers
- NASDAQ: BIDU HKEX: 9888
- Revenue
- CN¥129.1 billion (2025)[2]
- SEC CIK
- 0001329099
- Website
- www.baidu.com
- Last verified
- · 2 sources
What Baidu's annual report says about its business
Read from Baidu's latest annual filing[1]. Each line gives the sentence the filing uses, copied word for word.
Segments the filing names
- Baidu General Business, iQIYI:
As of December 31, 2024 and 2025, the Group had two reportable segments, Baidu General Business and iQIYI.
Acquisitions and disposals named in the filing
- Acquired: YY Live.
We may not be able to achieve the anticipated benefits of our acquisition of YY Live, and face other risks associated with the acquisition and the operation of YY Live;
Baidu in numbers
- Baidu owns 14 consumer brands tracked here across 1 top-level categories; the largest is internet & digital with 14 brands.[1]
Baidu financial history
Headline figures from Baidu's annual reports filed with the US Securities and Exchange Commission, in CNY as reported, fiscal years ending 2020–2025. Revenue moved from CN¥107.1bn to CN¥129.1bn, an average of 3.8% a year (calculated).
| Fiscal year ended | Revenue | Operating income | Operating margin | Net income | Total assets | Long-term debt | Filing |
|---|---|---|---|---|---|---|---|
| CN¥129.1bn | CN¥-5,823,000,000 | -4.5% | CN¥5.59bn | CN¥449.2bn | CN¥41.3bn | 20-F | |
| CN¥133.1bn | CN¥21.3bn | 16.0% | CN¥23.8bn | CN¥427.8bn | CN¥36bn | 20-F | |
| CN¥134.6bn | CN¥21.9bn | 16.2% | CN¥20.3bn | CN¥406.8bn | CN¥41bn | 20-F | |
| CN¥123.7bn | CN¥15.9bn | 12.9% | CN¥7.56bn | CN¥391bn | CN¥46.8bn | 20-F | |
| CN¥124.5bn | CN¥10.5bn | 8.4% | CN¥10.2bn | CN¥380bn | CN¥53.6bn | 20-F | |
| CN¥107.1bn | CN¥14.3bn | 13.4% | CN¥22.5bn | CN¥332.7bn | CN¥48.4bn | 20-F |
Source: SEC XBRL company facts. A dash means the company did not report that line in a form we could read. Figures for a year can be restated in a later filing; the latest filing's number is shown.
Everything Baidu owns
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Full-screen interactive tree → · Download as infographic
Brand portfolio by category
Full portfolio, 14 brands, with sources → · Competitors by shared categories →
Minority stakes, joint ventures and licences
- iQIYI — minority stake 45.1% since 2012[1]Baidu's own annual report says only that it continues to control iQIYI and consolidates it. iQIYI's separate annual report puts Baidu's holding at approximately 45.1 per cent of the shares and 89.1 per cent of the voting power as of 28 February 2026, the dual-class structure being what gives Baidu control, and calls itself a controlled company under Nasdaq rules for that reason. Baidu obtained the controlling interest in November 2012, but only the year is recorded here.
Recent changes to this record
Baidu SEC filings
The documents behind the figures on this page, as listed in the SEC's EDGAR index. Each links to the filing itself.
Annual reports
- Annual report (foreign issuer), filed (20-F)
- Annual report (foreign issuer), filed (20-F)
- Annual report (foreign issuer), filed (20-F)
- Annual report (foreign issuer), filed (20-F)
- Annual report (foreign issuer), filed (20-F)
- Annual report (foreign issuer), filed (20-F)
Recent current and quarterly reports
| Filed | Form | What it declares |
|---|---|---|
| 6-K | Report of a foreign private issuer | |
| 6-K | Report of a foreign private issuer | |
| 6-K | Report of a foreign private issuer | |
| 6-K | Report of a foreign private issuer | |
| 6-K | Report of a foreign private issuer | |
| 6-K | Report of a foreign private issuer | |
| 6-K | Report of a foreign private issuer | |
| 6-K | Report of a foreign private issuer |
Frequently asked questions
What brands does Baidu own?
Baidu owns 14 consumer brands tracked here, including Baidu Search, ERNIE Bot, Baidu Knows, Baidu Wenku, Baidu Maps and Apollo Go.
Is Baidu a Chinese company?
Yes. Baidu is headquartered in Beijing, China and was founded in 2000.
Who owns Baidu?
Baidu is a publicly listed company owned by its shareholders; it trades as BIDU on the NASDAQ and 9888 on the HKEX.
Sources (2) & corrections
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
- [1] Baidu, Inc. Annual Report on Form 20-F filed 2026-03-17 — SEC EDGAR, SEC Form 20-F, published 17 March 2026; retrieved 26 September 2026.
- [2] Baidu, Inc.: Form 20-F for the year ended 2025-12-31 (revenue) — SEC EDGAR, SEC Form 20-F, published 17 March 2026; retrieved 4 October 2026.
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