For global marketers aiming to reach Chinese audiences, understanding how Chinese users search for information is essential. While Baidu remains the dominant search engine, the way people look for answers in China is rapidly changing – driven by mobile usage, short video platforms, and AI-powered tools.
Market Landscape – Baidu Leads, but Competition Diversifies
China’s search market still follows a “one dominant, many strong” structure. According to iiMedia Research, as of 2025, 72.52% of Chinese search engine users still rely on Baidu, followed by Sogou (30.31%) and 360 Search (27.20%).
However, competition is no longer just about who delivers the most relevant results. Today’s users value fewer ads and a cleaner experience, with 62.32% ranking “better user experience” as the top factor when choosing a search platform – above even relevance and accuracy.
The market shift is also shaped by mobile habits. China’s mobile advertising sector reached 476.3 billion RMB in 2024, marking a mature stage where growth comes from improved engagement rather than expansion alone.
From Keywords to AI Conversations
China’s major search engines are moving beyond keyword-based search. In July 2025, Baidu launched the “Intelligent Search Box”, allowing users to input long queries or tasks instead of short keywords.
This shift is transforming how people search. Users are no longer typing “best travel destinations in Hainan,” but instead asking, “Can you plan me a 3-day Hainan trip with family-friendly spots and local food?”
AI-enhanced search doesn’t just retrieve information – it performs tasks. For example, Baidu’s AI video tool can automatically generate scripts, match visuals, and even create videos based on user instructions.
Other platforms are following this path. Zhihu’s AI-powered “Direct Answer” (Zhihu Zhidá) integrates professional databases, covering over 50 million academic and industry documents, allowing users to access verified information beyond user-generated content.
Beyond Search Engines – Platform Diversity in Action
Chinese users are increasingly searching within social and content ecosystems, depending on their intent:
- WeChat Search: Allows users to find official accounts, mini programs, articles, and even past chat messages – all within one platform.
- Douyin (TikTok China): Becoming a major search entry point, especially for how-to videos, product tutorials, and reviews. Many users prefer to “watch” answers instead of reading them.
- Xiaohongshu (RED): Popular among young consumers for lifestyle, beauty, and shopping-related searches. Recommendations often feel more authentic than ads.
- Zhihu: Continues to serve users seeking in-depth, knowledge-based answers, now enhanced by its AI layer.
Short video and community-based searches are particularly appealing to users who want visual learning or peer-generated insights – two traits increasingly defining how Chinese netizens interact with information.
What Users Value – Simplicity, Relevance, and Trust
When it comes to choosing where to search, Chinese users prioritize:
- Fewer ads / better user experience (62.32%)
- Relevance of search results (60.06%)
- Information accuracy (59.21%)
Users favor minimalist, ad-light interfaces that deliver credible content. Data privacy and algorithm transparency are also growing concerns – factors that could influence brand trust and user loyalty in the long run.
The Future – Search Becomes a Service
China’s search industry is entering a new phase where AI, content, and commerce converge. The traditional idea of “searching for information” is giving way to “getting things done.”
AI is transforming the search box into a service gateway – a place where users can not only find information but also generate documents, book services, or make purchases directly.
According to QuestMobile’s AI Application Industry Report (August 2025), Baidu’s AI search now serves 365 million monthly active users, leading China’s emerging AI search sector.
In this new ecosystem, search is no longer just the start of a user journey – it’s where the solution begins.
Key Takeaway for Marketers
For global brands, understanding China’s evolving search behavior is critical. Reaching users now requires more than SEO on Baidu – it means optimizing across multi-platform ecosystems, from Douyin’s visual content to WeChat’s mini-programs and Zhihu’s expert Q&A.
The future of search in China is AI-driven, context-aware, and service-oriented. Brands that adapt early to this transformation will be best positioned to capture China’s next wave of digital growth.