Baidu International sets up shop Down Under

Baidu ad reseller opens office in Sydney, targeting Australian companies who wish to advertise on Chinese search giant's platform.

Baidu partner and reseller China Search International--which goes by the trading name of Baidu International--has opened a branch in Sydney, Australia this week. It is targeting Australian businesses that wish to advertise on the Chinese search engine's ad platform.

In a statement Wednesday, Fionn Hyndman, executive director of Baidu International, said there are over 175 million Chinese customers purchasing online. "Increasingly, it is western goods and services that are benefitting from this maturing community. With the proximity to Australia, and the desire for these goods and services, Australian firms are ideally placed to benefit from the market growth and internationalisation of China," he added.

The company has brought in ex-Telstra executive Paul Christy who will be the general manager of the Sydney office as well as ex-Yahoo director of sales Dean Capobianco as an advisor.

Capobianco noted in the statement that China is Australia's largest trade partner with Chinese tourists spending three times more than other international visitors. Chinese students are also attending Australian universities with full fee paying spots and are "huge" investors in property and retail, he said, adding that Australian advertisers can take advantage of this opportunity.

Baidu International was set up in October 2011, with its headquarter in Singapore. This February, the Chinese search company set up a research lab in Singapore to focus on Southeast Asian language search. Other international expansion efforts by Baidu include the setting up of an office in Shenzhen in January.

During its first quarter this year, the company's net profit increase 76 percent to US$299 million and its revenues jumped 75 percent to reach US$677 million.


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