Zhihu Marketing 知乎
Zhihu Marketing is another great tool for you to run China B2B marketing. The brand Zhihu 知乎 is usually translated to “Do you know?”. As one large Q&A Chinese platform in China, it is compared to the American website Quora. Zhihu is launched in 2011 in Beijing, and has grown to be the largest Q&A (question and answer) platform. Zhihu has reached more than 420 million registered users upto 2020. The website works similarly like Quora, for users to ask questions and to get answers from the community. There are several competitors in China providing this kind of service, such as, Baidu Zhidao, Soso Wenwen, but Zhihu is more popular among the Chinese users.
Zhihu is more than Quora
Zhihu started as being viewed as a copycat of the US firm Quora. After multiple transformations, as Kai-Fu Lee says, the Chinese service has left its peer far behind. Quora’s business mode is still a Q&A site plus ads, although still a good tool. Zhihu has adapted to Chinese audience and grown to a multi-media platform, its services are mobile user friendly, short video preferable, the paid knowledge being applied, and e-commerce to be added. In 2016 Zhihu started to offer online advertising, introduced paid content in 2018, a paid membership program in 2019, and launched e-commerce in 2020.