Baidu has launched app preview service called Light App which will allow users to preview the apps without downloading them to their devices.
The company said the new service launched at the annual Baidu World event will offer third party app developers to better promote their apps.
Baidu vice president Li Mingyuan said that the app store model is fundamentally flawed.
"Just because it's flawed, doesn't mean it doesn't have value," Mingyuan said.
"It has big value in distributing the hot popular apps.
"But its flaw is that it's weak in promoting apps that remain stuck in the long tail of the distribution."
The new platform will allow third-party developers to develop special Web apps that can be featured in the company's own mobile search and offer users with access to relevant apps obtained during searches without installing them.
It could also offer location-based services, active the camera/phone call and allow saving data to cloud in addition to several other uses.
Initially, the Light Apps will be offered via the proprietary 'Baidu app' product, while to be offered through the Chinese search engine's mobile browser and its Hao123 web directory portal in future.
During Mid-August, Baidu acquired NetDragon Websoft's subsidiary 91 Wireless Websoft mobile app store for $1.9bn.