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Segment Reporting
 12 Months Ended
Dec. 31, 2015
Segment Reporting [Abstract]  
Segment Reporting

20.    SEGMENT REPORTING

The operations of the Company are organized into three segments, consisting of the search services, transaction services, and iQiyi . Search services include the traditional search engine related businesses such as auction-based P4P services and display-based online advertising services. Transaction services include the newly developed internet businesses such as services provided by Baidu Nuomi, takeout delivery services and other online-to-offline services. iQiyi represents online video business.

The Company derives the results of the segments directly from its internal management reporting system. The CODM measures the performance of each segment based on metrics of revenue and earnings from operations and uses these results to evaluate the performance of, and to allocate resources to, each of the segments. The Company does not allocate any share-based compensation expenses and certain operating expenses to its segments as the CODM does not use this information to measure the performance of the operating segments. Because substantially all of the Group’s long-lived assets and revenues are located in and derived from the PRC, geographical segments are not presented.

The table below provides a summary of the Group’s operating segment results for the years ended December 31, 2013, 2014 and 2015.

 

     For the years ended December 31,  
     2013      2014      2015      2015  
     RMB      RMB      RMB      US$  
            (In thousands)         

Search Services

            

Revenues

      29,590,276         43,727,459         55,667,478         8,593,577   

Operating profit

      14,178,852         20,547,793         28,117,837         4,340,646   

Transaction Services

            

Revenues

      1,319,187         3,822,456         7,005,941         1,081,531   

Operating profit

      (1,522,279 )       (5,973,978 )       (13,145,445 )       (2,029,307 ) 

iQiyi

            

Revenues

      1,345,042         2,873,552         5,295,760         817,525   

Operating profit

      (743,013 )       (1,110,299 )       (2,383,438 )       (367,939 ) 

Inter-segment

            

Revenues

      (310,581 )       (1,371,149 )       (1,587,450 )       (245,060 ) 

Operating profit

      (207,113 )       302,988         469,718         72,512   

Segment operating profit

      11,706,447         13,766,504         13,058,672         2,015,912   

Unallocated expenses

      (514,727 )       (962,740 )       (1,387,118 )       (214,134 ) 
  

 

 

     

 

 

     

 

 

     

 

 

  

Group consolidated operating profit

      11,191,720         12,803,764         11,671,554         1,801,778