Baidu’s One-Dimensional Growth Story Continues 百度亮丽财报难掩前景不确定性

By newsdoug on July 26, 2011

China Internet bellwether Baidu (Nasdaq: BIDU) has just announced its latest quarterly results, which continue to show a company with strong growth but a worrisome inability to diversify beyond its core online search business that is showing early signs of slowing. First the good news, which has clearly captured investor attention, with Baidu’s revenue up about 80 percent and profits up an even stronger 90 percent in the second quarter, thanks to surging sales for its online search advertising services. (company announcement) Furthermore, Baidu also forecast its third-quarter revenue will continue to grow in the 75-80 percent range to more than $600 million — second in China’s Internet space behind only sector leader Tencent (HKEx: 700). But those strong numbers also hide the less impressive fact that Baidu still derives 100 percent of its revenue from online marketing related to its core search business, after high-profile initiatives in a number of other areas like micro-blogging and e-commerce all ended in disappointing failures. (previous post) What’s more, its volume of online marketing customers only grew by a modest 17 percent in the second quarter, with its big revenue growth coming on the back of a sharp 50 percent jump in spending per customer. Clearly Baidu is finding ways to squeeze more money out of its customers, but that growth is likely to slow down sharply in the next year as advertisers start to reach their comfort limits over spending too much on a single marketing source, no matter how good the results. When that happens, look for Baidu’s top and bottom line growth to slow sharply — most likely in the next year or two — unless it can find some alternate new sources of growth from some of its other business initiatives.

Bottom line: Despite posting stellar Q2 results, Baidu’s top and bottom line growth will slow sharply in the next 1-2 years as its search business starts to mature and advertisers rein in their spending.

中国互联网巨头百度<BIDU.O>刚刚公布季度财报，显示其保持强劲增长势头，但令人担忧的是，百度仍严重依赖其核心的网上搜索业务，而该领域已呈现放缓苗头。首先，我们得说其强劲财报是个好消息，显然也吸引了投资者的关注。得益於在线搜索广告营收大幅增长，百度第二季营收增约80%，获利更跳升约90%。此外，百度预计第三季营收将保持75-80%的增幅，超过6亿美元，若实现该目标则在中国互联网领域仅次于腾讯<0700.HK>。但这些亮丽的数据掩盖了一个事实：百度所有营收都来自与核心搜索业务有关的网络营销，意味着其在微博和电子商务等领域的尝试均遇挫。值得注意的是，今年第一季其网络营销客户总数仅增加了17%，百度营收增长主要源自客户的平均支出跳增50%。显然，百度成功从客户处掏出了更多的钱，但未来一年其增长率可能大幅放缓，因广告客户将开始不愿意在单一营销渠道上投入太多的资金，不管广告效果有多好。到那时候，除非百度能找到其他新的营收和利润增长渠道，否则其营收和利润增长会急剧减速，这很可能在未来一两年就会发生。

一句话：尽管百度第二季财报抢眼，但未来一两年中其营收和利润增长可能大幅放缓，因其核心搜索业务开始趋於成熟，而广告客户将开始控制广告支出。