Baidu is China’s most popular search engine, often called the Google of China. Baidu was founded in 2000 and has products in advertising, maps, news, autonomous driving, artificial intelligence and more.
Baidu's iOS app has a bunch of features including search, weather, news, audio content, videos, user generated content, mini games, cab search, hotel search, train bookings, restaurant search. These are bundled within the main app and are just one or two taps away.
Bundling of apps into a mega app is a common pattern in China. Some of the apps bundled into Baidu are:
Fiction, Anime, Feed (posts by other people), Celebrities, Web, Nuomi (Group buying app), Takeaway, Map, Music, Listen (Podcasts), IQIYI videos, Encyclopedia, Know (Q&A), News, Tourism, Netdisc (Cloud storage), Financial Services, Translate, Xiaodu Mall, Baibai (Jobs), Promotion
Screenshots of some of the bundled apps in Baidu:
Fiction, Anime, Web, Nuomi (Group buying app), Takeaway, Map, Music, Listen (Podcasts), IQIYI videos, Encyclopedia, Know (Q&A), News, Tourism, Netdisc (Cloud storage), Financial Services, Translate, Xiaodu Mall, Baibai (Jobs), Official site
Competitions and gamification
The touch point on the top right of the home page takes you to a list of competitions.
Each competition is almost its own mini app. Some require you to play a mini game, some make you invite as many friends as possible and compete on a leaderboard, some make you do tasks, some are a lucky draw and so on. You can win money, electronics, mobile data, and so on
Some of them have multiple editions and run for weeks, some are special promotions.
The home page's main call to action is Search. Under it, there are configurable tabs for topics you want to receive news from. The top navigation shows the weather and a way to access mini apps.
The bottom navigation's main action button is voice search. At the time I documented this, the other tabs were Home, Video, Bookmarks and Profile. These usually change often, probably as a result of A/B testing.
Profile and more tab
The main call to action on topof the page is to sign up via phone number, WeChat, QQ or Weibo.
Some of the items included here are: Stats for News, Posts made, following, fans etc, AR animals by Chimelong (a tourist resort), AI Rap, post it, Nuomi (Group buying), IQIYI, collection, history, downloads, fiction bookshelf, games, activity center, points mall, app theme, clean cache, night mode, scan QR, financial service, get mobile data, local discovery, financial services, JD (e-commerce), CTrip travel, train ticket, hotel, Youxin (used cars), check violations, Baidu smart speakers, Suning Online Market, help and feedback, settings
Sponsored search cards
App install cards when you search for a promoted app on Baidu mobile web. The primary call to action is “Download App”, seconday action is to visit app website. Some apps include 3-6 features highlighted under the banner. Left to right: Airbnb, Pinduoduo, AliTrip (Fliggy), Toutiao