Chinese search giant Baidu has named Haijian He as its new chief financial officer, effective immediately, as part of a broader series of leadership changes aimed at repositioning the company during a challenging period.
Haijian He replaces Junjie He, who had been serving as interim CFO. Junjie He will transition to the role of senior vice president, where he will oversee Baidu’s human resources and administrative functions.
In another appointment, Baidu announced that Shanshan Cui will serve as secretary general to the company’s organizational culture committee, underscoring its emphasis on internal management and cultural initiatives.
Search Giant Faces Slowing Growth in Core Business
Once considered one of China’s most dominant tech firms, Baidu has faced headwinds in recent years, particularly as its traditional online advertising business shows signs of stagnation.
To offset slowing ad demand, Baidu has invested heavily in emerging sectors such as artificial intelligence and autonomous driving. But even in these areas, the company faces stiff competition at home and abroad.
AI Efforts and Intensifying Competition
Baidu’s flagship AI product, the Ernie chatbot, made headlines at its launch as a homegrown rival to ChatGPT. However, its momentum has slowed amid a crowded and competitive landscape.
According to AI product tracking site aicpb, Ernie Bot ranked only eighth in monthly active users among Chinese chatbots as of April. The chatbot faces competition from well-funded startups such as DeepSeek, as well as tech heavyweights including Alibaba Group and ByteDance.
Overseas Expansion and New Markets
Beyond China, Baidu is working to expand its major business lines internationally. The company has reportedly been pushing into Southeast Asia’s robotaxi market, with The Wall Street Journal reporting last month on its efforts to bring autonomous driving services to new regions.
These leadership changes reflect Baidu’s continued attempt to evolve its business and strengthen its management team as it navigates an increasingly competitive and fast-changing technology landscape.