2018 Enterprise Baidu Baike Guide

Open a Business Page on Baidu Baike

Baidu Baike is the world’s largest user-generated Chinese-language encyclopedia. You can now open a business page on Baidu Baike.

 

The benefit of creating a company page on Baidu Baike is that your brand will instantly appear near the top of the Baidu search engine results page for branded keyword searches. You can establish a solid presence in China and also enhance your brand exposure across the Chinese web. This is useful if you are thinking of entering the Chinese market or want to generate greater awareness of your brand in China.

 

Here’s the link where you can create your Baike enterprise page. Keep reading here though because we give a breakdown of the information you’ll need to create you Baidu Baike business page. 

 

Unlike a traditional encyclopedia, the information on Baidu Baike is broader, similar to Chinese Wikipedia. It’s an open and free Chinese-language encyclopedia that covers all areas of knowledge and serves all Internet users.

 

For example, if you search Apple Company (苹果公司), you can see its Baike page ranking first in the search engine results:

 

 

 

Below, we list the content requirements of the enterprise page creation form. If you’d like to create an enterprise page, you can refer first to the template below to see what information you’ll need to provide.

 

Note: There are different creation forms for foreign and domestic enterprises.

 

 

Content Requirements: Foreign Enterprises

(including Hong Kong, Macao and Taiwan Enterprises)

 

 

Information requirements:

  • Full name of enterprise
  • Country and city where your company is registered
  • Credible reference material to prove registration

 

Note:

  • Hong Kong and Macao enterprises: Use the full company name from the business registration certificate
  • Taiwan enterprises: Use the full company name from the business license
  • Foreign enterprises: Use the full English name from the foreign business license/qualification
  • The official translation of the company name must state the full name in Chinese and end with “company,” “group,” “corporation,” etc.

 

 

Content Requirements: Domestic Enterprises

 

Information requirements:

  • Full name of enterprise
  • Enterprise code

 

Note:

  • You’ll need to provide the full enterprise name as shown on the business license issued by the business sector.
  • You’ll need to provide the 9-digit organizational structure code or 18-digit unified social credit code.

 

 

Content Structure: Baidu Baike Business Page

A Baidu Baike page contains several distinct sections. Below, we give our suggestions and the requirements for each section.

 

Overview (概述)

The Overview section should contain text summary plus one image (recommended image: your company logo).

 

 

 

Text recommendations:

  • Describe the company in a concise summary. The summary should be less than 600 words and should contain four elements:
    • Company type (i.e., foreign-owned or domestic)
    • Your services/products
    • Company history/evolution
    • Company scale

 

Note:

  • Content should be written from a neutral point-of-view. Promotional content or advertising is not permitted.
  • Avoid copying content from press releases and official company content, in which subjective and promotional language is common, such as “high-quality service,” “excellent staff,” “elegant and comfortable environment,” “widely appreciated by customers.” This type of language is not permitted.
  • Provide credible references for key information (refer to the Credible Reference Sources section below). Your official company website can be cited as a reference.

 

Image recommendations:

  • Use your company logo

 

Note:

  • Refer to the Image Requirements section below.
  • The overview image cannot be used again in any other sections of the entry.
  • Do not include QQ, phone number, mailing address, website URL, or other advertising
  • Do not include a watermark on the overview picture.

 

 

Basic Info Bar (基本信息栏)

 

The Basic Info Bar for businesses contains the following fields:

  • Company’s Chinese name
  • Company’s English name
  • Headquarter location
  • Date founded
  • Business scope
  • Company type
  • Company slogan
  • Annual turnover
  • Employee count
  • Enterprise registration

 

 

Note:

  • Provide credible references for key information (refer to the Credible Reference Sources section below). Your official company website can be cited as a reference.
  • Content that must be <50 words:
    • Company’s Chinese name
    • Company’s English name
    • Headquarter location
    • Date founded
    • Annual turnover
    • Employee count
  • Content that must be <30 words:
    • Business scope
    • Company type
  • Content that must be <20 words
    • Company slogan

 

 

Company History (公司历程)

Describe the historical developments of the company.

 

 

Note:

  • Content should be written from a neutral point-of-view. Promotional content or advertising is not permitted.
  • Avoid copying content from press releases and official company content, in which subjective and promotional language is common, such as “high-quality service,” “excellent staff,” “elegant and comfortable environment,” “widely appreciated by customers.”
  • Provide credible references for key information (refer to the Credible Reference Sources section below). Your official company website can be cited as a reference.
  • Your official company website can be cited as a reference in this section.

 

 

Company Business and Products (公司业务)

Here, provide a concise list of products and services. Do not provide too much detailed information on each individual product/service. Keep this section short but clear.

 

 

Note:

  • Content should be written from a neutral point-of-view. Promotional content or advertising is not permitted.
  • Avoid copying content from press releases and official company content, in which subjective and promotional language is common, such as “high-quality service,” “excellent staff,” “elegant and comfortable environment,” “widely appreciated by customers.”
  • Provide credible references for key information (refer to the Credible Reference Sources section below). Your official company website can be cited as a reference.

 

 

Company Scale (公司规模)

Here, describe the performance, branches and the related (holding) agencies of the company.

 

 

Note:

  • Content should be written from a neutral point-of-view. Promotional content or advertising is not permitted.
  • Avoid copying content from press releases and official company content, in which subjective and promotional language is common, such as “high-quality service,” “excellent staff,” “elegant and comfortable environment,” “widely appreciated by customers.”
  • Provide credible references for key information (refer to the Credible Reference Sources section below). Your official company website can be cited as a reference.

 

 

Company Management (公司管理)

Here, introduce the company’s key management team.

 

 

 

Corporate Culture (公司文化)

Here, introduce the company’s brand identity, mission, vision, values and more.

 

 

Note:

  • Content should be written from a neutral point-of-view. Promotional content or advertising is not permitted.
  • Avoid copying content from press releases and official company content, in which subjective and promotional language is common, such as “high-quality service,” “excellent staff,” “elegant and comfortable environment,” “widely appreciated by customers.”
  • Provide credible references for key information (refer to the Credible Reference Sources section below). Your official company website can be cited as a reference.

 

 

 

Company Honor (公司荣誉)

Here, list the key awards and accolades you’ve earned and your corporate social responsibility.

 

 

 

Note:

  • Content should be written from a neutral point-of-view. Promotional content or advertising is not permitted.
  • Avoid copying content from press releases and official company content, in which subjective and promotional language is common, such as “high-quality service,” “excellent staff,” “elegant and comfortable environment,” “widely appreciated by customers.”
  • Provide credible references for key information (refer to the Credible Reference Sources section below). Your official company website can be cited as a reference.

 

 

Image Requirements

In addition to the Overview section image, you may include images in the other sections. Whenever images are used, please observe the following guidelines:

  • Image format: Only JPG or PNG is supported
  • File size: Between 3KB to 10MB
  • The company logo image aspect ratio must be <2, and the short side must be >400 pixels.
  • File name: <30 Chinese characters
  • Image should be relevant to the content

 

 

Credible Reference Sources

The following types of websites are considered credible sources. Unless otherwise noted, references in an entry should cite articles published on these sites”

 

  • Multinational news organizations, such as Xinhua and People
  • Central and local newspapers and magazines, such as People’s Daily, Guangming Daily, Beijing Daily, Shanxi Daily and Southern Weekend
  • Government websites, such as the official Chinese Government website and the official Ministry of National Defense of the People’s Republic of China
  • Public academic and educational institutions websites, such as the Chinese Academy of Sciences and the Peking University
  • Established portal sites, such as Sina, Tencent, Sohu and 163
  • Vertical media sites, such as 36 Kr and Mtime

 

Non-credible references (should be avoided):

 

  • Links of an advertising nature, such as sales links, paid advertising articles, sources for business information, business feeds and other Internet or unofficial articles
  • Links to user-generated content, such BBS, blogs and unofficial articles published on self-media platforms
  • Pages with an advertisement disclaimer
  • Other low-quality links, such as broken links, redirected links and shortened URLs
  • Reference materials unrelated to the content

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