Owner Scorecard


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BIDU, Baidu Inc. ADS

Interactive Media & Platforms asset-light Cyclical

A software business, earning high margins on code once it is written.

Latest annual: FY2025 20-F · figures as filed, in CNY · 1 ADS = 8 ordinary shares
BIDU · Baidu Inc. ADS
I

The business

What it sells, where the money comes from, the kind of company it is.

Revenue · FY2025
CN¥129.1B
−3.0% YoY · 4% 5-yr CAGR
Vital signs · TTM, with 5-yr average
Revenue CN¥129.1B 5-yr avg CN¥129.0B
Gross margin 44% 5-yr avg 49%
Operating margin −4.5% 5-yr avg 9.8%
ROIC −2% 5-yr avg 4%
Owner-earnings margin −8% 5-yr avg 10%
Free cash flow margin −12% 5-yr avg 8%

The business in brief

read the 10-K →

What this business is and what moves its needle, from its own SEC filings.

Situation
Cyclical. Margins collapse and recover repeatedly across the record; a single year, good or bad, misstates the through-cycle earning power.
What moves the needle
Gross margin has run about 49% and operating margin about 14% through the cycle, a solid spread between what it charges and what the product costs to make. The operating margin has swung widely — from −4.5% to 19% — on a steadier 49% gross margin, so what moves it sits below the gross line, in operating spend and one-off charges more than in the cost of the product itself. Read this kind of business on retention and the cost of growth. On its own account, the filing leans hardest on pricing power & competition, set against the numbers in what the filing emphasizes, below.
Is it a good business?
Return on capital has rarely cleared the cost of capital (median 6%, above 15% in 0 of 10 years). The steadier read is owner earnings: roughly 19% of revenue reaches owners as cash, consistently. The cycle and the balance sheet decide this one; the worst year tells more than the median, and the rest is in the 10-K.

Every line is arithmetic on the company's filings, shown in full in the sections below.

II

The record

Ten years of arithmetic, read across the cycle.

The record, 2016–2025

realized figures from each filing · older years to the left
2016’162017’172018’182019’192020’202021’212022’222023’232024’242025’25TTMTTMDec 2025
Income statement
CN¥70.5BCN¥84.8BCN¥102.3BCN¥107.4BCN¥107.1BCN¥124.5BCN¥123.7BCN¥134.6BCN¥133.1BCN¥129.1BCN¥129.1BRevenueRevenue
CN¥35.3BCN¥41.7BCN¥50.5BCN¥44.6BCN¥51.9BCN¥60.2BCN¥59.7BCN¥69.6BCN¥67.0BCN¥56.6BCN¥56.6BGross profitGross prof.
50%49%49%41%48%48%48%52%50%44%44%Gross marginGross mgn
CN¥10.0BCN¥15.7BCN¥15.5BCN¥6.3BCN¥14.3BCN¥10.5BCN¥15.9BCN¥21.9BCN¥21.3B(CN¥5.8B)(CN¥5.8B)Operating incomeOp. inc.
14.2%18.5%15.2%5.9%13.4%8.4%12.9%16.2%16.0%−4.5%−4.5%Operating marginOp. mgn
CN¥11.6BCN¥18.3BCN¥22.6B(CN¥2.3B)CN¥19.0BCN¥7.6BCN¥7.5BCN¥21.5BCN¥24.2BCN¥5.5BCN¥5.5BNet incomeNet inc.
20%14%17%18%30%25%14%16%19%19%Effective tax rateTax rate
Cash flow & returns
CN¥22.5BCN¥32.8BCN¥36.0BCN¥28.5BCN¥24.2BCN¥20.1BCN¥26.2BCN¥36.6BCN¥21.2B(CN¥3.0B)(CN¥3.0B)Operating cash flowOp. cash
CN¥3.5BCN¥3.8BCN¥3.7BCN¥5.6BCN¥5.7BCN¥5.7BCN¥6.2BCN¥7.1BCN¥6.6BCN¥7.4BCN¥7.4BDepreciationDeprec.
CN¥7.4BCN¥10.7BCN¥9.7BCN¥25.1B(CN¥526M)CN¥6.8BCN¥12.4BCN¥8.0B(CN¥9.5B)(CN¥15.9B)(CN¥15.9B)Working capital & otherWC & other
CN¥4.2BCN¥4.8BCN¥8.8BCN¥6.4BCN¥5.1BCN¥10.9BCN¥8.3BCN¥11.2BCN¥8.1BCN¥12.1BCN¥12.1BCapexCapex
5.9%5.6%8.6%6.0%4.7%8.8%6.7%8.3%6.1%9.4%9.4%Capex / revenueCapex/rev
CN¥18.3BCN¥29.0BCN¥32.3BCN¥22.0BCN¥19.1BCN¥14.4BCN¥20.0BCN¥29.5BCN¥13.1B(CN¥10.4B)(CN¥10.4B)Owner earningsOwner earn.
25.9%34.2%31.5%20.5%17.9%11.6%16.1%21.9%9.8%−8.1%−8.1%Owner earnings marginOE mgn
CN¥18.3BCN¥28.0BCN¥27.2BCN¥22.0BCN¥19.1BCN¥9.2BCN¥17.9BCN¥25.4BCN¥13.1B(CN¥15.1B)(CN¥15.1B)Free cash flowFCF
25.9%33.1%26.6%20.5%17.9%7.4%14.5%18.9%9.8%−11.7%−11.7%Free cash flow marginFCF mgn
CN¥0CN¥1.7BCN¥3.3BCN¥5.0BCN¥13.1BCN¥7.6BCN¥1.9BCN¥4.8BCN¥6.3BCN¥5.5BBuybacksBuybacks
7%10%7%3%6%3%5%7%7%-2%-2%ROICROIC
13%16%14%-1%10%4%3%9%9%2%2%Return on equityROE
13%16%14%−1%10%4%3%9%9%2%2%Retained to equityRetained/eq
Balance sheet
CN¥82.1BCN¥100.5BCN¥139.3BCN¥146.4BCN¥162.2BCN¥180.1BCN¥174.0BCN¥193.9BCN¥127.4BCN¥115.3BCN¥115.3BCash & investmentsCash+inv
CN¥4.1BCN¥4.6BCN¥6.0BCN¥7.4BCN¥8.7BCN¥10.0BCN¥11.7BCN¥10.8BCN¥10.1BCN¥13.0BCN¥13.0BReceivablesReceiv.
CN¥4.1BCN¥4.6BCN¥6.0BCN¥7.4BCN¥8.7BCN¥10.0BCN¥11.7BCN¥10.8BCN¥10.1BCN¥13.0BCN¥13.0BOperating working capitalOper. WC
CN¥99.8BCN¥151.2BCN¥155.1BCN¥165.6BCN¥183.3BCN¥213.3BCN¥212.8BCN¥230.3BCN¥168.8BCN¥152.0BCN¥152.0BCurrent assetsCur. assets
CN¥46.1BCN¥82.1BCN¥56.9BCN¥57.4BCN¥68.4BCN¥74.5BCN¥79.6BCN¥76.5BCN¥81.0BCN¥86.3BCN¥86.3BCurrent liabilitiesCur. liab.
2.2×1.8×2.7×2.9×2.7×2.9×2.7×3.0×2.1×1.8×1.8×Current ratioCurr. ratio
CN¥11.3BCN¥12.5BCN¥17.9BCN¥18.3BCN¥17.5BCN¥23.0BCN¥24.0BCN¥28.0BCN¥30.1BCN¥26.3BCN¥26.3BNet PP&ENet PP&E
CN¥15.3BCN¥15.8BCN¥18.5BCN¥18.3BCN¥22.2BCN¥22.6BCN¥22.5BCN¥22.6BCN¥22.6BCN¥36.8BCN¥36.8BGoodwillGoodwill
CN¥182.0BCN¥251.7BCN¥297.6BCN¥301.3BCN¥332.7BCN¥380.0BCN¥391.0BCN¥406.8BCN¥427.8BCN¥449.2BCN¥449.2BTotal assetsAssets
CN¥32.9BCN¥35.6BCN¥49.6BCN¥43.3BCN¥48.4BCN¥53.6BCN¥53.6BCN¥43.7BCN¥36.2BCN¥42.8BCN¥42.8BTotal debtDebt
(CN¥49.2B)(CN¥64.9B)(CN¥89.7B)(CN¥103.1B)(CN¥113.8B)(CN¥126.5B)(CN¥120.4B)(CN¥150.2B)(CN¥91.2B)(CN¥72.5B)(CN¥72.5B)Net debt / (cash)Net debt
CN¥92.3BCN¥115.3BCN¥162.9BCN¥163.6BCN¥182.7BCN¥211.5BCN¥223.5BCN¥243.6BCN¥263.6BCN¥266.3BCN¥266.3BShareholders’ equityEquity

Where the cash went

ReinvestBuybacksDividendsAcquisitionsRetained

Each year's operating cash, by what management did with it: the mix, and how it drifts.

FY2016FY2024

Net income is the accountant's number; owner earnings is the cash an owner could take out. The walk between them, off the cash-flow statement, and whether the gap is widening or holding.

In fiscal 2025 the business earned (CN¥10.4B) of owner earnings, the operating cash left after the CN¥7.4B it takes just to hold its position. It put CN¥4.7B more into growth; free cash flow, after that spending, was (CN¥15.1B).

FY2025FY2024FY2023FY2022FY2021
Reported net incomeCN¥5.5BCN¥24.2BCN¥21.5BCN¥7.5BCN¥7.6B
Depreciation & amortizationnon-cash charge added back+CN¥7.4B+CN¥6.6B+CN¥7.1B+CN¥6.2B+CN¥5.7B
Working capital & othertiming of cash in and out, other non-cash items−CN¥15.9B−CN¥9.5B+CN¥8.0B+CN¥12.4B+CN¥6.8B
Cash from operations(CN¥3.0B)CN¥21.2BCN¥36.6BCN¥26.2BCN¥20.1B
Maintenance capital expenditurethe spending needed just to hold position and volume−CN¥7.4B−CN¥8.1B−CN¥7.1B−CN¥6.2B−CN¥5.7B
Owner earnings(CN¥10.4B)CN¥13.1BCN¥29.5BCN¥20.0BCN¥14.4B
Growth capital expenditurediscretionary; spent to get bigger, not to stand still−CN¥4.7B−CN¥4.1B−CN¥2.1B−CN¥5.2B
Free cash flow(CN¥15.1B)CN¥13.1BCN¥25.4BCN¥17.9BCN¥9.2B
Owner-earnings marginowner earnings ÷ revenue-8%10%22%16%12%

Owner earnings is the cash an owner could pull out without starving the business: operating cash less the maintenance capital it must spend to hold its position (here about CN¥7.4B, roughly its depreciation, the rate its assets wear out). The other CN¥4.7B of its capital spending is growth it chose, not upkeep it owed; charged only with the maintenance it must do, the business earns well more than the year's free cash flow shows.

Much of fiscal 2025's profit didn't arrive as operating cash; it sits in “working capital & other” above. That can be a real inventory or timing swing, or profit that doesn't run through operating cash at all: a heavy tax year, equity-method earnings, or investment income booked through investing. For a year like this, owner earnings understates the cash earned; the full cash-flow statement carries the rest.

Maintenance capex is estimated as depreciation where a growing business invests above it; free cash flow is the figure the scorecard's free-cash margin reads.

III

Quality & stewardship

Returns, the balance sheet, capital allocation, and pay.

Owner’s Scorecard

FY2025 20-F · source on SEC EDGAR →

Will it survive?

  • No meaningful interest burden
    Little or no interest expense reported
    What this means

    Little or no interest expense reported, the business isn't leaning on lenders to operate.

  • Net cash
    Cash CN¥24.6B + ST investments CN¥90.7B − debt CN¥42.8B
    What this means

    Cash and short-term investments exceed every dollar of debt by CN¥72.5B, on net the company owes nothing, and can act from strength when others can't. Net debt is the leverage figure that matters: the cash is already set against the debt. Strategic or illiquid investments aren't counted here.

  • Not enough data
    What this means

    The filing data didn't include the inputs for this check.

Is it a good business?

  • Below average through the cycle
    10-yr median, range -2%–10%; -2% latest = NOPAT (CN¥4.7B) ÷ invested capital CN¥284.5B
    Industry peers: median 10%
    What this means

    The rate the business earns on the money tied up in it, Buffett's north star, because over time a stock tracks the ROIC beneath it. Above ~15% sustained hints at a moat; a return below the cost of capital (~8%) erodes value as a business grows rather than building it — the test Buffett weighs most. The headline is the median of the last 10 years (it ran -2% most recently), so one peak or trough year doesn't set the verdict. Asset-light businesses (R&D expensed, little capital) read artificially high, pair this with Owner Earnings.

  • High through the cycle
    10-yr median margin, range -8%–34%; latest (CN¥10.4B) = operating cash (CN¥3.0B) − maintenance capex CN¥7.4B
    Industry peers: median 16%
    What this means

    What an owner could take out without starving the business: operating cash less the maintenance capital it must spend to hold its position — Buffett's owner earnings. That's -8% of revenue this year, a 19% median across 10 years. It chose to put CN¥4.7B more into growth, so free cash flow this year was (CN¥15.1B) — the gap is investment, not weakness.

  • Thinly cash-backed
    Cash from ops (CN¥3.0B) ÷ net income CN¥5.5B
    What this means

    How much of reported profit showed up as operating cash. Above 1× is reassuring; well below suggests earnings lean on accruals. One year is noisy, growth and working-capital swings distort it, and this is operating cash, not free cash. Watch the multi-year trend.

How is the cash used?

  • No surplus to allocate
    What this means

    The business didn't generate positive Owner Earnings this year, so any distributions came from the balance sheet or borrowing, not from operations.

  • Investing or harvesting? 1.63×
    Expanding
    Capex CN¥12.1B ÷ depreciation CN¥7.4B
    What this means

    Descriptive, not a grade. Above ~1× means investing faster than assets wear out (growth, or, sustained for years, today's earnings carrying less depreciation than tomorrow's will). Below means spending less than it's wearing out (efficiency, or a melting asset base). The ratio won't tell you which; the filings will.

Graham’s defensive tests · 1 of 4 met

Graham’s numerical criteria for the defensive investor (The Intelligent Investor, ch. 14), run on the filings. A floor of safety, not a buy signal; many fine modern businesses fail his strictest liquidity rules by design.

  • Adequate size
    Revenue ≥ $2B (a dollar floor) · CN¥129.1B
    What this means

    Big enough to weather a storm. Graham's floor is a dollar figure — about $2B of revenue as a conservative modern stand-in. This company reports in its home currency and we carry no exchange rate, so we show the figure and leave the size bar for you to apply rather than convert it with a number we don't have.

  • Strong liquidity Near
    Current ratio ≥ 2× · 1.76×
    What this means

    Current assets at least twice current liabilities, near-term bills covered without touching the business. Strict by design: many cash-rich modern firms run leaner and miss it, holding their cushion in longer-dated securities.

  • Conservative debt Pass
    Debt ≤ working capital · CN¥42.8B vs CN¥65.6B WC
    What this means

    Graham's rule that borrowings not exceed net current assets. Capital-heavy and buyback-heavy firms routinely fail it, read it next to interest coverage, not alone.

  • Earnings stability Near
    A profit every year (10-yr record) · 1 loss year
    What this means

    Graham wanted earnings in each of the past ten years, the stability a defensive owner leans on.

  • Dividend record
    Uninterrupted dividends · no dividend line tagged in the data
    What this means

    An unbroken dividend was Graham's mark of durability. This record carries no dividends-paid line in any year — common for partnerships, whose distributions file under tags the chain doesn't read — so the criterion is withheld rather than judged on silence.

  • Earnings growth Miss
    Earnings +33% over the record · −2%
    What this means

    At least a third more earnings than a decade ago, averaging three years at each end. Net income (not per-share), so stock splits don't distort it, buybacks and dilution show up in the share-count line instead.

  • Moderate price
    P/E ≤ 15 and P/E × P/B ≤ 22.5 · decided by the price
    What this means

    Graham's valuation gate, the wall he kept between a sound business and a sound investment. Three-year average earnings are CN¥6.27/share (latest year CN¥2.00), the averaged base the calculator's gate runs on, and book value is CN¥97.84/share. Enter a price in “What the price implies” just below for the P/E, P/B, and whether it clears. But this is the rule Buffett outgrew: there's no hard P/E law, and a wonderful business can deserve a far richer multiple if the thesis holds, treat it as the bargain-hunter's floor, not a verdict on the price.

Durability & moat, 2016–2025

Whether the record’s returns held, and what the capital reinvested earned.

  • Profitable years 9 of 10
    What this means

    Lost money in 1 year(s), look at what happened there before trusting the average.

  • Return on capital ≥ 15% 0 of 10 yrs
    What this means

    A moat shows up as a high return on invested capital that holds year after year, not one good vintage.

  • Operating margin 16% → 9% (3-yr avg ends)
    What this means

    Through the cycle the operating margin slipped — about 16% early to 9% lately, median 13% — competition or costs are biting in.

  • Reinvestment, incremental ROIC −1%
    What this means

    Reinvested capital came back at a negative incremental return over this window — the invested base grew while operating profit did not. The filings show where it went.

  • Owner earnings growth −27%/yr
    What this means

    Owner earnings shrank about 27% a year over the record.

  • Worst year 2025 · −4.5% op. margin
    What this means

    Operations went underwater in 2025, understand why before trusting the good years.

All figures as filed; the source filing is linked above.

Current Position

as of fiscal year-end, Dec 31, 2025

Can the business pay what it owes this year, off the freshest balance sheet: the quality of the assets, the debt actually coming due, and what a low ratio means here.

Current assetsCN¥152.0B
  • Cash & short-term investmentsCN¥115.3B
  • ReceivablesCN¥13.0B
  • Other current assetsCN¥23.7B
Current liabilitiesCN¥86.3B
  • Debt due within a yearCN¥1.5B
  • Other current liabilitiesCN¥84.9B
Current ratio1.76×all current assets ÷ what's due · Graham looked for 2×
Quick ratio1.76×stricter: inventory excluded
Cash ratio1.34×strictest: cash alone against what's due
Working capitalCN¥65.6Bthe cushion left after near-term bills
Debt due this year vs. cashCN¥1.5B due · CN¥115.3B cash covered by cash on hand, no refinancing forced · both figures from the Dec 31, 2025 balance sheet
Cash runway7.6 yrsthe business is consuming cash; this is how long the cash on hand lasts at that rate
Deeper floors
Tangible book valueCN¥225.7Bequity stripped of goodwill & intangibles
Net current asset value(CN¥7.5B)Graham's net-net: current assets less all liabilities
Debt incl. operating leasesCN¥46.2BCN¥3.5B of it operating leases
Deferred revenueCN¥1.9Bcustomer cash collected before delivery; operating float

From the company's latest filing.

How the cash was used, 2016–2025

Over the record, the business generated CN¥245.1B of operating cash; how management split it reads as a balanced allocator, splitting cash between the business, owners, and the balance sheet.

  • ReinvestedCN¥79.8B · 33%
  • BuybacksCN¥49.2B · 20%
  • Retained (debt / cash)CN¥116.1B · 47%
  • Returned to ownersCN¥49.2B

    26% of the owner earnings the business produced over the span, CN¥0 as dividends and CN¥49.2B as buybacks.

  • Average price paid for buybacks

    Buybacks ran CN¥49.2B over the span, but the filings don't tag the share count needed to deduce the average price paid.

  • Net change in share count

    No continuous share count across the span.

  • Dividend record

    No dividend line was reported in the filing data over the span; the record here neither confirms nor rules out a payout.

  • Return on what it retained−18%

    Of the earnings it kept rather than paid out (CN¥86.3B over the span), annual owner earnings (first three years vs last three) fell CN¥15.8B, so each retained CN¥1 gave back about 0.18 of yearly owner earnings. Buffett's test, run on owner earnings instead of market value.

Buybacks are gross of stock issued to staff; the share-count line above is the net of that, the figure that decides whether owners gained. The average price paid blends a year of purchases (and any accelerated repurchase), so it is close, not exact. The record of where the cash went and on what terms.

Peers, Interactive Media & Platforms

The same industry, side by side on owner economics. Each column names the period it is read over, and a median resting on fewer than three years carries that count beside it; the group median at the foot is the line to read each figure against.

CompanyRevenuelatest FY, USDGross marginmedian over the recordOp. marginmedian over the recordROICmedian over the recordOwner earn. marginmedian over the record
METAMeta Platforms Inc.$201.0B82%40.5%25%45%
BIDUBaidu Inc. ADS$19.1B49%13.8%6%19%
4689LY Corporation$12.8B68%4y15.6%10%14%
SNAPSnap Inc.$5.9B55%3y-32.4%-24%-4%
PINSPinterest Inc.$4.2B76%-4.1%-5%16%
MTCHMatch Group Inc.$3.5B73%26.1%17%27%
IACPeople Incorporated$2.4B66%-3.9%-2%3%
WBWEIBO CORPORATION$1.8B79%29.1%35%34%
Group median71%14.7%8%17%
IV

The price

What a price has to assume.

What the price implies

reverse-DCF

Enter the US price, in dollars: the NYSE/Nasdaq quote you hold. Per the filing's own cover, “American depositary shares (each American depositary share representing eight Class”; Baidu Inc. ADS reports in CNY, so every figure in this tool is stated per ADS and translated at CNY 1 = $0.148 (2026-08-20, reference rate) so your dollar quote reconciles exactly. The record tables elsewhere on this page remain as filed, in CNY.

Type today's close and see the owner-earnings growth you'd have to believe to justify it, beside what Baidu Inc. ADS has delivered.

Baidu Inc. ADS’s latest year shows negative owner earnings, the mark of a build-out: total capital spending outruns the cash the business throws off today. So the tool opens on the steady-state base (maintenance capex in place of the build-out spend), the cash it would earn at rest; clear the toggle below to read the latest year exactly as reported.

$

Through the cycle, Baidu Inc. ADS earns about $3.7B on its 19.2% median owner-earnings margin. This year’s −8.1% margin runs below that; the reported figure may understate a lean year. Normalize, below, values the price on that through-cycle figure rather than the latest year.

Base

The assumptions

9.0% = the 4.71% 10-year Treasury (Aug 18, 2026) + 4.29 points of equity premium. The rate you require is yours to set.

Enter a price above to run it.

Implied by the price
Owner-earnings growth · ’21→’25−47%/yr
Owner-earnings growth · ’16→’25−27%/yr
Owner-earnings yield
P/E (3-yr earnings ’23–’25)
P/B
Graham’s price gate

Graham capped the multiple at 15×; Buffett and Munger let that rule go: a wonderful business can deserve 50× if the thesis holds. The gate marks the bargain-hunter's floor.

Against a high-grade bond: Graham’s yardstick bond yield%

Prefilled with the 10-year Treasury (4.71%, as of Aug 18, 2026). Edit it for today’s exact figure, or a AAA corporate yield.

Graham measured a stock against the bond you could own instead, the heart of his margin of safety. Enter a price above to weigh the owner-earnings yield against this bond.

Free cash flow ($2.2B) on 340M shares outstanding (a weighted cover-text, the only count this filer tags); net cash $10.7B. The base opens on the steady-state figure (the latest year is negative on total capex mid-build-out); clear Steady-state to use the year as filed. Net of stock comp treats option pay as the expense it is. Capex ($1.8B) runs well above depreciation ($1.1B), so this is a build-out; Steady-state swaps total capex for maintenance (≈ depreciation), lifting the base to about ($1.5B), the cash it would throw off if it stopped expanding. The dials set the multiple a growth belief justifies; the price, and every dollar on this page, is yours.

Cite: Owner Scorecard, "Baidu Inc. ADS (BIDU), the owner's record," https://ownerscorecard.com/c/BIDU, data as of 2026-08-17.

Manual order: ← BHST its page in the Manual BILI →

Industry order: ← 4751 the Interactive Media & Platforms chapter BMBL →