Baidu launches Baidu Literature branch in Beijing.

In the Chinese world of online literature, "god" and "goddess" are mortals - Chinese readers use these terms for their beloved online writers to show their respect for an ability to create many imaginary worlds for the enjoyment of readers.

Much of online literature consists of novels that the authors update daily with new content. Every day, millions of Chinese will refresh their browsers or apps time and time again, just to keep up with the latest daily updates of their favorite reads. This is a unique feature of Chinese online literature, according to Ma Ji, researcher and critic with the Chinese Writers Association.

The number of readers clinging to online literature is so huge that Baidu, one of China's top Internet service providers, has decided on a big move to make the most of it.

The Internet giant held a news conference in Beijing last week to announce the establishment of its literature branch brand, Baidu Literature, which will coordinate all its online services and resources to create new online literary "gods" and "goddesses", and develop literary derivatives, such as movies, dramas, animation and games.

In 2012, the market of users' paid subscriptions, patents and advertisement on online literature websites and apps was worth 1.7 billion yuan ($276 million). In 2013, it was worth 3.1 billion yuan, and the number is expected to reach 5.1 billion yuan this year, according to a report issued by Baidu at the media event.

"Devoted fans of literary works are not only readers. They are also inclined to be loyal audiences of dramas and movies adapted from the literature, or players of games and fans of animation," says Zhang Dongchen, a vice-president of Baidu.