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Chinese government looks to down Baidu with yet another search engine effort

China’s government is launching a new assault on the country’s search engine market by amalgamating two past efforts in the hope that it cracks the stranglehold of runaway leader Baidu.

The Register reports that ChinaSo has been formed from the embers of the failed Jike and Panguso search projects that were originally formed by People’s Daily and Xinhua respectively three years ago.

China’s new effort will let users search for images, videos, maps, news, finance and various other categories with new services ready to be added in the future including social, food, shopping and “military”.

Any users that still try to search using Jike and Panguso will be automatically redirected to a beta version of the new site that is already live and the different coloured logo bears a striking resemblance to the world’s largest search engine, Google.

Communist Party publication the People’s Daily will provide the president for the project in the shape of editor-in-chief Ma Li whereas Xinhua’s VP Zhou Xisheng has been installed as the CEO of ChinaSo.

China’s search engine market is one that is almost entirely dominated by three search engines in the shape of Baidu [60 per cent of the market], Qihoo 360 [25 per cent] and Sogou [13 per cent]. Google, the largest search engine on a worldwide basis, only manages some 1.7 per cent of the country’s market and most observers see it as fairly unlikely that ChinaSo will make any inroads in the market.

Baidu remains the world’s second largest search engine with a 15.21 per cent of the market at the end of last month with Google owning almost three quarters of the global market with 71.81 per cent. Yahoo and Bing, meanwhile, battle it out for third place with 6.05 per cent and 5.95 per cent of the global market respectively.