(Yicai Global) April 27 -- Baidu will expand the range of content and services offered to users through its short video and e-commerce platforms and shift to more knowledge-based offerings from the current overload of entertainment, the Chinese search engine giant’s executive vice president said.

Baidu wants a ‘return to rationality,’ Shen Dou said at the company’s 2021 Wanxiang Mobile Ecosystem Conference yesterday. It will offer more factual channels such as Baidu Wiki and Baidu Knows in its short video sector and to lead buyers to its e-commerce platform.

Under the company’s new X-Y strategy, the X axis is comprised of its main online portals, including the Baidu search app, online community platform Baidu Post as well as video streaming sites Haokan and iQIYI. They serve as platforms to meet users’ diverse needs.

The Y axis will expand the depth of these services and bring in major verticals such as healthcare, live streaming, e-commerce and education, the Beijing-based company said.

Baidu will leverage its huge consumer base of around 558 million monthly active users to integrate e-commerce with its other businesses, online news outlet The Paper reported, citing Baidu App General Manager Ping Xiaoli. It will focus on search-based and live-streaming online retailing. Many users depend on internet searches when looking for pricey goods such as computers and consumer electronics, he added.

Editor: Kim Taylor