Document:

EX-10.51

 Exhibit 10.51 

Trademark Licensing Agreement 
 This
Trademark Licensing Agreement (hereinafter referred to as “this Agreement”) is made by and between the following parties on December 1, 2011 in Beijing. 

Licensor: Beijing QIYI Century Science & Technology Co., Ltd. 

Address: Room 1001, Floor 10, 2 Haidian East Third Street, Haidian District, Beijing 

Licensee: Beijing Xinlian Xinde Advertising Media Co., Ltd. 

Address: Room 2108, 9 North Fourth Ring Third Street, Haidian District, Beijing 

Whereas, 
  

	1.	The Licensor is a wholly foreign-owned enterprise incorporated in Beijing, the People’s Republic of China (“China”). It owns the right to use the trademarks that are shown in Schedule I and is
under registration application and has the right to license the use of such trademark to a third party; 

  

	2.	The Licensee is a limited liability company incorporated in Beijing, China; and 

  

	3.	The Licensor agrees to grant the Licensee the right to use the aforesaid trademarks in accordance with the terms and conditions of this Agreement, and the Licensee agrees to accept such license in accordance with the
same terms and conditions. 

 NOW, THEREFORE, the Parties, through negotiation, mutually reach this Agreement as follows: 

 

	1.	Granting of License 

  

	1.1	Trademark licensing 

 Subject to the terms of this Agreement, the Licensor agrees to grant the
Licensee the exclusive right and the Licensee agrees to accept such exclusive right granted by the Licensor to use all or any part of the trademarks as shown in Schedule I or to display any graphic, text, label, or mark of any part of the aforesaid
trademarks (hereinafter collectively referred to as “Trademarks”). Without the consent of the Licensee, the Licensor shall not grant other third parties the right to use of the Trademarks. 

 

	1.2	Scope 

  

	1.2.1	The right to use of the Trademarks granted to the Licensee hereunder applies only to websites operated by the Licensee, namely, www.iqiyi.com (related connect domains include qiyi.com, qiyi.cn, qiyi.mobi, qiyi.tv,
qiyi.asia, qiyi.tel, and qiyi.hk, movie.baidu.com, and v.baidu.com (hereinafter collectively referred to as “IQIYI”). The Licensee agrees not to directly or indirectly use the Trademarks or license others to use the Trademarks in
any other way, unless otherwise specified herein. 

  

	1.2.2	The license granted to the Licensee under this Agreement is only effective in China. The Licensee agrees not to directly or indirectly use the Trademarks or license others to use the Trademarks in other regions.

	2.	Terms of Payment 

 The Licensee agrees to pay the Licensor licensing fee. See Schedule II to
this Agreement for calculation method of licensing fee and terms of payment. 
  

	3.	Reputation 

 The Licensee recognizes the value of reputation in relation to the Trademarks,
acknowledges that the Trademarks and its related rights and the reputation in relation to the Trademarks belong to the Licensor. The Trademarks have the secondary meaning in public impression. 

 

	4.	Intellectual Properties and Non-disclosure Provisions 

  

	4.1	The Licensee, through due and reasonable efforts, shall ensure to keep confidential all or any part of the information of the Licensor that is marked “classified” or for which the Licensee is advised of its
confidentiality (“Confidential Information”); when this Agreement is terminated, the Licensee shall return any document, data, or software that contain the Confidential Information to Licensor at its request or destroy such
documents, data, or software by itself, delete any Confidential Information from any related memory devices, and cease to use the Confidential Information. Without the consent of the Licensor, the Licensee shall not disclose, give, or transfer such
Confidential Information to any third party. 

  

	4.2	Both Parties agree that this Article 4 will survive regardless of whether this Agreement is amended, rescinded, or terminated. 

  

	5.	Representations and Warranties 

  

	5.1	The Licensor represents and warrants that: 

  

	5.1.1	The Licensor is a company that is duly incorporated and existing under laws of China in Beijing. 

  

	5.1.2	The Licensor executes and fulfills this Agreement within its corporate power and scope of business and has taken necessary corporate actions to duly grant the license and obtain the consents and approvals of third
parties and government authorities; and it does not violate any binding or affecting legal or corporate restrictions. 

  

	5.1.3	This Agreement, upon execution, will constitute a legal, effective, and binding obligation that is enforceable against it according to the terms of this Agreement. 

 

	5.1.4	The Licensor owns the right to use of the Trademarks and has the right to license the Licensee to use the Trademarks. 

  

	5.2	The Licensee represents and warrants that: 

	5.2.1	The Licensee is a company that is duly incorporated and existing under the laws of China in Beijing. 

  

	5.2.2	The Licensee executes and fulfills this Agreement within its corporate power and scope of business and has taken necessary corporate actions to duly accept the license and obtain the consents and approvals of third
parties and government authorities; and it does not violate any binding or affecting legal or corporate restrictions. 

  

	5.2.3	This Agreement, upon execution, will constitute a legal, effective, and binding obligation that is enforceable against it according to the terms of this Agreement. 

 

	6.	The Licensor’s Right to Use and Protection of Licensor’s Rights 

  

	6.1	The Licensee agrees that, during and after the term of this Agreement, it will not challenge the right to use or other rights that the Licensor is entitled to in respect of the Trademarks, challenge the effectiveness of
this Agreement, or conduct any behavior that the Licensor will deem prejudicial to these rights and licensing. 

  

	6.2	The Licensee agrees to provide the Licensor necessary assistance to protect the rights owned by the Licensor in respect of the Trademarks. In case that any third party files claims in respect of the Trademarks, the
Licensor, at its own discretion, may appear and defend against the claim in its own name, in the Licensee’s name, or in both Parties’ name. In case of any infringement of the Trademarks by any third party, the Licensee shall immediately
notify the Licensor in writing of such infringement of the Trademarks to the extent of its knowledge. Only the Licensor has the right to decide whether it will take action against such infringement. 

 

	6.3	The Licensee agrees to use the Trademarks only in accordance with this Agreement and that it will not use the Trademarks in such a way that the Licensor may deem fraudulent, misleading, or otherwise prejudicial to the
reputation of the Trademarks or the Licensor. 

  

	7.	Quality of IQIYI 

 The Licensee shall do its utmost to improve the quality of IQIYI, to protect
and enhance the reputation represented by the Trademarks. 
  

	8.	Promotion Materials 

  

	8.1	Under any circumstance, where the Licensee expects to produce any publicity material containing the Trademarks, the Licensee shall be responsible for the costs and time for production of such publicity materials. The
Licensor has sole and exclusive right to the ownership of the publicity materials that involve the Trademarks hereunder or its duplicates, including all intellectual properties, no matter whether such publicity materials are invented or used by the
Licensor or the Licensee. 

	8.2	The Licensee agrees that, without written approval of the Licensor in advance, it will not publicize or broadcast the Trademarks hereunder on broadcast, TV, newspapers, magazines, internet (except the website specified
in Clause 1.2.1), or other media. 

  

	9.	Competing Websites 

 If the Trademarks and the trademarks of the Licensor or the affiliates of
its parent company are in conflict with the trademarks in current or future use, the Licensee has the right to terminate this Agreement by sending a written notice to the Licensee thirty (30) days in advance. 

 

	10.	Effectiveness and Term of this Agreement 

  

	10.1	This Agreement will be executed and become effective on the date first stated above. Unless this Agreement is terminated early, the term of this Agreement shall be five (5) years. 

 

	10.2	Unless the Licensor notifies in writing before expiration of non-renewal of this Agreement, this Agreement shall be automatically extended for one (1) year upon expiration
(including expiration of any renewal). 

  

	11.	Termination 

  

	11.1	Upon the Licensor’s written notification of non-renewal of this Agreement, this Agreement will be terminated on the date of expiration or expiration of renewal.

  

	11.2	Without prejudice to the rights or remedies that the Party terminating this Agreement is entitled to due to legal or other reasons, any Party may immediately terminate this Agreement by sending a notice to the other
Party when the other Party materially breaches this Agreement, including but not limited to breach of the obligations under Clauses 6.1, 6.2, and 6.3 hereunder, and it fails to rectify such breach within thirty (30) days after the other Party
receives the notification of occurrence and existence of the breach from the non-defaulting Party. The Licensor may terminate this Agreement by notifying the Licensee in writing at any time during the term of
this Agreement. The termination notification will take effect thirty (30) days after service. 

  

	11.3	Clauses 3, 4, 6, and 16 will survive the termination of this Agreement. 

  

	12.	Effect of Termination or Expiration of this Agreement 

 When this Agreement terminates or
expires, all rights granted to the Licensee shall be immediately returned to the Licensor. The Licensor may freely transfer the right to use of the Trademarks to other persons. The Licensee shall no longer use the Trademarks, either directly or
indirectly. 
  

	13.	Force Majeure 

	13.1	“Force Majeure event” refers to any event that is beyond the reasonable control of any Party and is unavoidable despite reasonable care of the affected Party. It includes but is not limited to
government actions, change in law, act of god, fire, explosion, geologic changes, storm, flood, earthquake, tides, lightning, or war. Credit, funds, or financing constraints shall not be deemed beyond the reasonable control of one Party. The Party
that is affected by Force Majeure events and seeks exemption from liabilities under this Agreement or any provision of this Agreement shall notify the other Party of such exemption of liabilities as soon as possible. 

 

	13.2	When the performance of this Agreement is delayed or impeded by the Force Majeure events as defined above, the Party affected shall not assume any liability under this Agreement in respect of the part whose performance
is delayed or impeded. The Party seeking exemption of liability, however, can be exempted from performance of the liability in respect of the part whose performance is delayed or impeded, provided that the Party affected makes reasonable and
practical efforts to fulfill this Agreement. Once the causes to such exemption of liability is rectified or remedied, both Parties agree to resume performance of liabilities hereunder with their best efforts. 

 

	14.	Notice 

 Notices or other communications that are given by any Party under this Agreement shall
be written in Chinese and shall be deemed served when they are sent to the address(es) of the related Party or both Parties by means of courier, registered air mail, prepaid air mail, or accepted express delivery service, or facsimile (the Party
sending the notice by facsimile shall send the photocopy of the documents to be faxed afterwards for confirmation). 
 Licensor: Beijing QIYI
Century Science & Technology Co., Ltd. 
 Recipient: Gong Yu 

Tel: 
 Fax: 

Licensee: Beijing Xinlian Xinde Advertising Media Co., Ltd. 

Recipient: Geng Xiaohua 
 Tel:

 Fax: 
  

	15.	Transfer and Sub-licensing 

  

	15.1	This Agreement and the rights and obligations that the Licensor grants to the Licensee under this Agreement shall not be transferred, pledged, or sub-licensed without the written
consent of the Licensor. 

  

	15.2	The Licensee hereby agrees that, the Licensor may transfer its rights and obligations hereunder to other third parties when necessary, the Licensor needs to notify the Licensee in writing upon the occurrence of such
transfer, and the Licensor does not need to obtain the consent of the Licensee in respect of such transfer. 

	16.	Dispute Resolution 

 Where any dispute arises between the Parties in respect of interpretation
and fulfillment of the clauses hereunder, they shall resolve the dispute through consultation with good faith. If the Parties do not reach an agreement on settlement of dispute within thirty (30) days after one Party requires resolution of the
dispute through consultation, any Party may submit the dispute to China International Economic and Trade Arbitration Commission. The arbitration award shall be final and binding on both Parties. 

 

	17.	Governing Law 

 The performance, interpretation, and enforcement of this Agreement shall be
governed by the laws of the People’s Republic of China. 
  

	18.	Amendment and Supplementation of this Agreement 

 Both Parties may amend and supplement this
Agreement by a written agreement. Amendments and supplemental agreements in relation to this Agreement duly signed by both Parties shall constitute an integral part of this Agreement and shall have the same legal force as this Agreement. 

 

	19.	Severability of this Agreement 

 If any of the provisions of this Agreement becomes invalid or
unenforceable because of inconsistency of related laws, this provision shall only be held invalid to the extent governed by related laws and shall not affect the validity of other provisions hereunder. 

 

	20.	Schedules to this Agreement 

 Any Schedule to this Agreement shall be an integral part of this
Agreement and shall have the same legal effect as this Agreement. 

 IN WITNESS WHEREOF, the Parties have caused this Agreement to be signed by their respective authorized
representatives on the first date written above. 
  

			
	Licensor:	 	Beijing QIYI Century Science &Technology Co., Ltd.
	
	[Company seal is affixed]

			
		
	By:	 	 /s/ Gong Yu

	Title:	 	Executive Director

			
		
	Licensee:	 	Beijing Xinlian Xinde Advertising Media Co., Ltd.
	
	[Company seal is affixed]

			
		
	By:	 	 /s/ Geng Xiaohua

	Title:	 	Executive Director

 Schedule I 

List of Trademarks 

 Schedule II 

Calculation Methods of Licensing Fee and Terms of Payment 

Party A has the right to unilaterally decide the licensing fee and calculation method of such fee. Party A will otherwise notify Party B of the specific
amount and calculation method of the licensing fee. The Parties may determine the terms of payment through consultation.EX-10.52

 Exhibit 10.52 

Business Cooperation Agreement 
 This
Business Cooperation Agreement (hereinafter referred to as “this Agreement”) is made by and between the following parties in Beijing on December 1, 2011: 

Party A: Beijing QIYI Century Science &Technology Co., Ltd. 

Address: Room 1001, Floor 10, 2 Haidian East Third Street, Haidian District, Beijing 

Party B: Beijing Xinlian Xinde Advertising Media Co., Ltd. 

Address: Room 2108, 9 North Fourth Ring Third Street, Haidian District, Beijing 

Whereas, 
  

	1.	Party A is a wholly foreign-owned enterprise that is duly incorporated and validly existing under the laws of the People’s Republic of China (“China”). It owns abundant experience and professional staff
in software design, research & development, information technology, and services and possesses certain customer resources; 

  

	2.	Party B is a limited liability company that is duly incorporated and validly exists in Beijing, China, and is engaged in internet information service and other value-added telecommunication services. Party B now
operates the websites of www.iqiyi.com (whose related connect domains include qiyi.com, qiyi.cn, qiyi.mobi, qiyi.tv, qiyi.asia, qiyi.tel, and qiyi.hk) (hereinafter collectively referred to as “IQIYI”); and 

 

	3.	Party A and Party B intend to cooperate closely and jointly develop network resources, to develop a long-term mutually-complementing and friendly partnership and provide customers with best internet information
services. 

 NOW, THEREFORE, Party A and Party B, in the principle of equality and free will, reach the following cooperation agreement
through friendly negotiation: 
  

	1.	Rights and Obligations of the Parties 

  

	 	1.1	Party A agrees that, internet information services (including but not limited to network information issuing and network information retrieval), online advertising, and other related services required during its
business operation (including but not limited to information technology services) (and that may be involved during Party A’s provision of services or products to its customers) shall be supplied by Party B; Party B agrees to use P2P download, video-on-demand system, and other technological services supplied by Party A on its IQIYI website and to supply the said internet information service and related services.

  

	 	1.2	Party A authorizes Party B to use application software systems owned by Party A, including but not limited to Baidu Download software, P2P download technology, and video-on-demand system, on IQIYI website. The Parties will otherwise agree on the scope of software licensing, licensing methods, and licensing fees. 

	2.	Payment and Settlement 

  

	 	2.1	In consideration of internet information service and other related services supplied by Party B, Party A agrees to pay Party B for the information and related services. Service charges shall be collected based on the
rates specified in Annex I and be subject to adjustment by both Parties in line with the actual situation. 

  

	 	2.2	The Parties hereby acknowledge that, in respect of the internet information service and related services that Party B supplies to Party A prior to execution of this Agreement, Party A has paid all service charges in
full by covering operation costs and other means. 

  

	3.	Representations and Warranties 

  

	 	3.1	Party A hereby represents and warrants that: 

  

	 	3.1.1	Party A is a wholly foreign-owned enterprise that is duly incorporated and validly exists under the laws of China; 

  

	 	3.1.2	Party A executes and performs this Agreement within its corporate power and scope of business and has taken necessary corporate actions, granted proper authorization, and obtained necessary consents and approvals from
third parties and government authorities; and it does not violate any binding or affecting legal or corporate restrictions; and 

  

	 	3.1.3	This Agreement, upon execution, will constitute a legal, effective, and binding obligation that is enforceable against Party A under the provisions of this Agreement. 

 

	 	3.2	Party B hereby represents and warrants that: 

  

	 	3.2.1	Party B is a limited liability company that is duly incorporated and validly existing under the laws of China and intends to be engaged in internet information service and other value-added telecommunication businesses;

  

	 	3.2.2	Party B executes and performs this Agreement within its corporate power and scope of business and has taken necessary corporate actions, granted proper authorization, and obtained necessary consents and approvals from
third parties and government authorities; and it does not violate any binding or affecting legal or corporate restrictions; 

  

	 	3.2.3	This Agreement, upon execution, will constitute a legal, effective, and binding obligation that is enforceable against Party B under the provisions of this Agreement. 

	4.	Effectiveness and Term 

  

	 	4.1	This Agreement is executed and effective on the date first written above. 

  

	 	4.2	Unless this Agreement is terminated early under the provisions of this Agreement or related agreements otherwise made between the Parties, the term of this Agreement shall be [ten (10)] years. If, however, any
Party’s term of business (including any renewal) expires or is terminated for other reasons during the said term of this Agreement, this Agreement shall be terminated upon such expiration or termination, unless the Party has transferred its
rights and obligations under Clause 9 of this Agreement. 

  

	 	4.3	This Agreement, before expiration, will be renewed upon written confirmation of Party A and the term of such renewal shall be determined by Party A in writing. 

 

	5.	Confidentiality 

 The Parties acknowledge and confirm that any oral or written information
communicated with each other regarding this Agreement is confidential information. The Parties shall keep such information confidential, and may not disclose such information to any third person without written consents of the other Party, except
for (a) any information that has been known or will be known to the public (not disclosed by the receiving party to the public without consent); (b) any information disclosed as required by applicable laws and stock exchange rules; or
(c) any information disclosed to either Party’s legal or financial advisor with respect to the transaction contemplated hereunder, who is required to perform similar obligation of confidentiality to those specified herein. Any disclosure
by any employee of or any intermediary engaged by either Party shall be deemed a disclosure by such Party, and such Party shall assume the liability for breach of contract under this Agreement. No matter whether this Agreement becomes invalid,
rescinded, altered, terminated, or inoperable, this provision will survive. 
  

	6.	Force Majeure 

  

	 	6.1	A “Force Majeure Event” means any event that is beyond the reasonable control of either Party and are unavoidable despite reasonable care by the affected Party, including but not limited to government
acts, change of laws, Acts of God, fire, explosion, storm, flood, earthquake, tide, lightening, or war. Insufficiency of creditworthiness, fund, or financing, however, shall not be deemed an event beyond either Party’s reasonable control. The
Party affected by a Force Majeure Event and seeking exemption of liabilities hereunder shall promptly notify the other Party of such event and steps to be taken to perform this Agreement. 

 

	 	6.2	When performance of this Agreement is delayed or prevented by any Force Majeure Event, the Party affected by the event shall not be held liable hereunder to the extent of such delay and prevention. The affected Party
shall take appropriate measures to mitigate or eliminate the effect of the event, and shall try to resume performance of the obligation delayed or prevented by the event. Once the effect of the Force Majeure Event is eliminated, the Parties agree to
use their best efforts to resume performance of this Agreement. 

	7.	Dispute Resolution 

  

	 	7.1	This Agreement shall be governed by and interpreted in accordance with the laws of China. 

  

	 	7.2	When the Parties have any dispute regarding interpretation or performance of any provision hereof, they shall negotiate in good faith to resolve such dispute. If the Parties fail to reach an agreement, either Party may
submit the dispute to China International Economic and Trade Arbitration Commission for arbitration in accordance with its arbitration rules then in effect. The arbitration shall be conducted in Beijing and the language of arbitration shall be
Chinese. The arbitration award shall be final and binding on the Parties. 

  

	8.	Notice and Service 

 Any notice or other communication given by either Party hereunder shall be
made Chinese or English and be sent to the following address(es) of the other Party or both Parties by courier, registered mail, prepaid mail, or accepted express delivery service , or fax. 

Party A: Beijing QIYI Century Science &Technology Co., Ltd.Address: Room 1001, Floor 10, 2 Haidian East Third Street, Haidian
District, Beijing 
 Fax: 
 Tel:

 Party B: Beijing Xinlian Xinde Advertising Media Co., Ltd.Address: Room 2108, 9 North Fourth Ring Third Street, Haidian District, Beijing

 Fax: 
 Tel: 

 

	9.	Transfer 

 Party B shall not transfer its rights and obligations hereunder to any third party,
unless consented by Party A in writing in advance. Party B hereby agrees that, Party A may transfer its rights and obligations hereunder to other third parties when it requires. Party A only needs to notify Party B in writing of occurrence of such
transfer, without consent of Party B in respect of such transfer. 
  

	10.	Amendments and Supplements 

 The Parties shall make amendments and supplements to this Agreement
by written agreement. Amended agreements and supplemental agreements in relation to this Agreement duly signed by the Parties shall constitute an integral part of this Agreement and shall have the same legal effect of this Agreement. 

	11.	Severability 

 If any of the provisions hereof becomes invalid or unenforceable because of
inconsistency of applicable laws, this provision shall only be held invalid to the extent governed by applicable laws and shall not affect the validity or enforceability of other provisions hereof. 

 

	12.	Entire Agreement 

 This Agreement constitutes the complete agreement and understanding reached
by the Parties hereto in respect of the subject matter hereof and shall supersede all oral and written agreements and consensus reached between the Parties in respect of the subject matter hereof prior to this Agreement. 

 

	13.	Counterparts 

 This Agreement is written in Chinese. It is made in two counterparts, with each
Party holding one. All counterparts shall have the same legal effect. 
 IN WITNESS WHEREOF, the Parties have had their legal representatives or their
authorized representatives to execute this Agreement on the date first written above. 
 [The remainder of this page is intentionally left
blank.] 

			
	Party A:	 	
Beijing QIYI Century Science &Technology Co., Ltd. (seal)

		
	By:	 	/s/ Gong Yu
	Title:	 	 legal/authorized representative

		
	Party B:	 	 Beijing Xinlian Xinde Advertising Media Co., Ltd. (seal)

		
	By:	 	/s/ Geng Xiaohua
	 Title:
	 	 legal/authorized representative

 Schedule I: Rates of Service Charges 

The rates of service charges shall be otherwise agreed by the Parties through negotiation. Party B has the right to decide whether to exempt Party A from
related service charges or not.

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