Google exit good for small players

Google's threats to pull out of China have created much controversy recently, with many industry watchers believing its departure would allow Baidu, its key domestic rival, to dominate the world's largest online market.

However, under further examination, Baidu may not be the actual beneficiary of Google's exit, but rather smaller search engines, e-commerce firms and even the government will see new opportunities to fill the void.

Since Google established its China office in 2005, it has become one of the most successful players in the country's search engine market. Its domestic revenue hit 2.27 billion yuan last year, and it boasted a 31.8 percent market share.