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How To Successfully Market To Chinese Consumers On Zhihu

Dragon Social > Doing Business in China  > How To Successfully Market To Chinese Consumers On Zhihu
How To Successfully Market To Chinese Consumers On Zhihu

How To Successfully Market To Chinese Consumers On Zhihu

What is Zhihu?

 

zhihu marketing in china

 

Zhihu is a platform for Chinese consumers, that is not dissimilar to Quora. Users ask questions and receive answers from the database as well as answers from other users. The platform was launched in 2011, and it allows customers to leave reviews on different products and services, as well as answering general questions.

 

Why do you want to advertise with Zhihu? Let’s start with talking about the values and the users’ demographics on the Zhihu platform. As of September 2016, there is a total of 60 million registered users on Zhihu, of which 16 million of them spend at least 40 minutes a day asking “Why”, “What” and “How” questions on the platform.

 

Zhihu has a congenial atmosphere, making its content widely recognized and trusted. Based on the followers, topics and many other elements, the quality content on the platform can be spread to the relevant communities in a rapid manner.

 

“Search on Zhihu if you have a question” is the best sentence to summarize the value of the Zhihu platform. With its quality content, Zhihu has reached an upstream position regarding messages among the internet message distribution process.

 

zhihu vs quora

 

Based on the experiences of the users, illustration and explanation by relevant industry experts, the discussion can often get more extensive attention from the media and the society. The content will then further spread via WeChat moments, Weibo and other search engines.

 

The users are also an essential dimension that brings unique values to the brand. According to the internal research report on the users who used the latest version of the platform in September 2016, users who have a monthly income of RMB8,000 or above account for 19.73%.

 

Zhihu social media reach

 

Comparing to the CNNIC report released in July 2016, the figure is much higher when those who reached the same salary level is only 8.4% of all the internet users in China.

 

The report also says that 49.53% of the Zhihu users have a monthly expense of over RMB 2,000 and 17.24% of the users have reached a monthly expense of over RMB 5,000.

 

73.93% of users hold a bachelor degree or above; while those who have a doctoral degree or above reached 1.62%.

 

High income, high consumption power, and high academic qualifications are the main characteristics of the Zhihu users.

 

These highly knowledgeable people use their critical thinking skills to share their knowledge in various fields, which created a strong “personalized brand” with social recognition.

 

When people are increasingly relying on the help and advice from the professionals, these professionals are the key to create hot topics and influence other’s decision.

 

 

 

Why You Should Start Zhihu Marketing:

 

  1. Get into a habit of searching on the site
  2. Highly authoritative in search engine and improve SEO
  3. Use a new corporate account to create a new platform
  4. 60 million quality users who are used to reading long articles and enjoy serious discussions
  5. Content marketing and authenticity is the future trend of marketing

 

 Tips on how to market on Zhihu

 

 

Being Searched Online Easily

 

According to the official information from the brand development day, as of September 2016, Zhihu has 60 million registered users, which includes 16 million active users a day. The average time spent on the Zhihu site is 40 minutes, and the total number of visits to the site has reached more than 7.5 billion.

 

1. Search within the site

How do the users evaluate Zhihu? A comparatively frequent feedback will be “search on Zhihu if you have a question.” “When something big happens, see what people say on Zhihu” becomes a habit for a group of highly knowledgeable community.

 

The founder and CEO of Zhihu, Zhou Yuan explains, “Zhihu has become a primary channel for people to obtain high-quality information and the daily search for the site has reached 60 million.

 

2. External searches

 

Zhihu social media

 

Zhihu has a high ranking among search engine algorithm on Baidu, Sogou, and Google regarding authority, and it’s weighing on authority at Baidu has reached 10. Having 10 in authority is the same ranking as the government’s website, and this ranking is slightly higher than Tencent and Sina.

 

So, what does this information tell us?

 

When searching for the Netease Cloud Music, the fourth results is from Zhihu, which followed closely on the official website and the Baidu Software Center, etc.

 

When searching for the Uniqlo, the official website and the brand page go first, followed by Zhihu. When putting “what is worth buying at the Uniqlo?” into the Sogou search engine, Zhihu has a more structural display, and they have a custom page like WeChat.

 

The source of information distribution and sharing

 

 

In the WeChat Moments (known as “Circle of Friends” in literal translation) or WeChat Group, Zhihu articles are being shared or recommended.

 

There are 230,000 Zhihu articles being shared to other websites daily, including Weibo and WeChat, for secondary consumption and further sharing. People do not only browse the content on Zhihu, but they are also collecting, filing and reusing the materials.

 

Take Impression Notes as an example: The Impression Note ranked 3rd on Zhihu. Last year, there was a total of 2.25 million threads are shared from Zhihu to Impression Notes. If there is a curious user who would like to read all these threads, it will take 61 years to finish all the content by reading 100 threads a day.

 

There are 230,000 pieces of Zhihu content being shared to other websites daily, including Weibo and WeChat, for secondary consumption and further sharing. People do not only browse the content on Zhihu, but they are also collecting, filing and reusing the materials.

 

Take Impression Notes as an example: The Impression Note ranked 3rd on Zhihu. Last year, there was a total of 2.25 million threads are shared from Zhihu to Impression Notes. If there is a curious user who would like to read all these threads, it will take 61 years to finish all the content by reading 100 threads a day.

 

Zhihu marketing techniques

 

Take Impression Notes as an example: The Impression Note ranked 3rd. Last year, there was a total of 2.25 million threads are shared from Zhihu to Impression Notes. If there is a curious user who would like to read all these threads, it will take 61 years to finish all the content by reading 100 threads a day.

 

Besides, Zhihu estimated that people who consume their secondary content through sharing and distribution had reached a million.

 

Influencing behaviours and consumption decisions by Zhihu Content:

 

Content consumption is only one of the aspects of a knowledge exchange social platform. The sea of content on Zhihu can influence consumer behaviours and decisions:

 

Affect consumer consumption: How to use insurance to protect your life?

 

Effect common sense and science: Why the elderly has a short sleeping time, and they wake up early?

 

Effect self-improvement: How to build your note-taking system?

 

Zhihu marketing techiques

 

Affect career decision: How to be elegant and smart when negotiating salary with a new company? What are some good habits that we can learn and use in the workplace? What does different industry look like in real life?

 

Effect personal interest: What could be the best for a handmade DIY?

 

Affect quality of life: How to choose a wine decanter? Do we need to pick a decanter based on the year of the wine or the type of the wine?

 

Two-way interaction and in-depth information exchange for brand building

 

When using this platform for marketing, the most important points are the two-way communications and thorough information exchange. It is not just about a single exposure or key message delivery.

 

A good Zhihu advertisement can initiate high-quality user-generated content (UGC), and a good topic can attract users who like to share and create a hot topic.

 

Zhihu has officially agreed that the serious discussions on their site is more beneficial from a long-term branding perspective, but not for reaching a short-term sales target.

 

Mobile apps in China such as Zhihu

 

 

Which industry is suitable for Zhihu?

 

Information and technology

 

Zhihu has a lot of heavy users who are concerned about the industry

 

@Tencent Technology @Xunlei

 

Professional service

 

Professional services like law firm, healthcare, interior decoration and education

 

@River Delta Law Firm

 

B2B companies

 

B2B companies are experts in a specific industry. Sharing knowledge will be perfect.

 

@Siemens China @Tezign

 

Lifestyle

 

Consumption upgrade. The knowledgeable and the middle class want a good quality of life. What you mention is what I need.

 

@Airbnb @qyer.com @enjoy.ricecookbook.com @Disneyland

 

Selling real estate to Chinese investors

 

Marketing at Zhihu should be a project handled by a CMO or even a CEO.

Here are some quick steps to get you started:

 

  • Step 1: Understand the subject matter through self-learning or speak to experts who have profound knowledge in the Zhihu platform.
  • Step 2: Planned by the social media team or content marketing team from the brand marketing department. It should include two major components, content and interaction.
  • Step 3: Set up a virtual team, including marketing executives, product manager, sales support, external experts and even core customers and community members.

 

Knowing Chinese Tourists' wants

 

At this moment, you should understand the platform better regarding its uniqueness, marketing potential, usage, and the preparation needed prior to the sign-up process. Someone will habitually see new platforms as a medium and ignore the inspiration from Zhihu.

 

Here, the value of content is unlimited. While the rules and regulations can be explored; however, the key to success is whether you can create valuable content and communicate with your target customers.

 

How can we help you?

 

Here at Dragon Social, we know that people can find it very hard when they move into a new market. The Chinese market is hard enough to navigate as it is, so many companies choose to use a digital marketing firm in order to get the best out of the new market.

 

Dragon Social has a range of different clients that come from all different sectors, thus we have a range of different experiences in different sectors. If you would like to find out more visit our packages page to find out more!

 

Imogen Ursell
Imogen Ursell

<p>I am currently working at Dragon Social as the digital marketing content liaison. I have written previously for The Tab and Babe. I enjoy playing hockey, going out with friends and hiking.</p>

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