百度的營收已經(jīng)停止增長，控制成本成重中之重

Baidu’s sales stagnated in the third quarter but an improving bottom line sent the US-listed shares of China’s dominant search engine more than 5 per cent higher.

百度(Baidu)第三季度的銷售停滯不前，但其不斷提高的凈利潤讓這家中國主要搜索引擎在美國的股票上漲逾5%。

The tech company has struggled to find a new source of revenue as its search business has flatlined amid a slowing economy, a trade war with the US and new competitors taking an increasing portion of advertising spend.

由于經(jīng)濟放緩、美中貿(mào)易戰(zhàn)以及新競爭對手在廣告支出中所占比例不斷上升，導(dǎo)致其搜索業(yè)務(wù)停滯不前，因此這家科技公司一直在努力尋找新的營收來源。

The company’s third-quarter revenue reached Rmb28.1bn ($4bn), down slightly year-on-year but ahead of analysts’ estimates of Rmb27.5bn, according to Bloomberg.

根據(jù)彭博(Bloomberg)的數(shù)據(jù)，百度第三季度營收達到281億元人民幣(合40億美元)，同比略有下降，但高于分析師預(yù)測的275億元人民幣。

Revenue growth has slowed or stalled in recent quarters, due in part to business divestment, but analysts pointed to its improving bottom line, driven by cost controls, as a sign for optimism.

百度最近幾個季度的營收增長已經(jīng)放緩或停滯，其部分原因是業(yè)務(wù)剝離。但分析師指出，其凈利潤通過控制成本得到了提高，這是樂觀的跡象。

Baidu’s revenues had stopped growing while costs had increased, said David Dai of Bernstein, noting management had turned the situation around. “They can’t really help their top line but costs are within their control and they were able to cut costs significantly,” said Mr Dai.

伯恩斯坦(Bernstein)的戴昊(David Dai)表示，百度的營收已經(jīng)停止增長，而成本卻在上升。他指出，是管理層扭轉(zhuǎn)了局面。戴昊說：“他們不能真正幫助提高營收，但成本在他們的控制范圍內(nèi)，他們能夠大幅削減成本。”

Herman Yu, Baidu’s chief financial officer, emphasised that its “disciplined approach to managing resources” had helped margins, pointing to its slowing spending on advertisements to attract users to its platforms.

百度首席財務(wù)官余正鈞(Herman Yu)強調(diào)，該公司“嚴(yán)格的資源管理方法”幫助提高了利潤率。他指的是該公司用于吸引用戶使用其平臺的廣告支出正在放緩。

“With the economy like this we will be more careful in terms of spending,” Mr Yu told analysts.

余正鈞告訴分析師：“在這樣的經(jīng)濟形勢下，我們在支出方面將更加謹(jǐn)慎。”

Baidu had forecast revenues for this quarter to come in at Rmb27.1bn to Rmb28.7bn.

百度此前預(yù)測，本季度營收將在271億至287億元人民幣之間。