Another thing that sets Zhihu apart from other social platforms is the age of the users. Data from CNNIC (The China Internet Network Information Center) in 2017, shows that nearly 74% of Zhihus users hold a bachelor’s degree or above, and around 1,6% hold a doctoral degree. An active user spends around 40 minutes a day using Zhihu.
The community using Zhihu creates dialogues through questions and answers regarding certain topics, the users tend to have more critical thinking and goes deep into different subjects. The users must for example follow certain rules such as respects other users and do not link spam. Zhihu have succeeded with its platform because its intimacy, building reliability and trust among its users. But Zhihu has succeeded with a much stronger reliability by its users compare to its competitors. Zhihu is not alone in China providing this kind of service, Baidu, Zhidao and Soso Wenwen is examples of platform also having a Q&A website. The main purpose of the website is for users to ask questions and to get answers from the community using the Zhihu platform. By 2020, Zhihu reached more than 420 million registered users. Zhihu is a Beijing based company, launched in 2011, and is now the largest Q&A (question and answer) platform in China. NBH go deeper into what Zhihu is and how it can be a good tool for B2B marketing in China. Zhihu is not a brand-new platform but has been well mentioned and booming by users the recent years. The platform can be compared to the American website Quora or a knowledge bank like Wikipedia. But did you know about Zhihu? The brand name can be translated to “Do you know?” and it is the largest Q&A platform in China. Thinking of social network and digital platforms in China, you might think about Wechat, Weibo and Douyin (Tiktok).