Thomas Chong's questions to Zhihu Inc (ZH) leadership • Q2 2024
Question
Thomas Chong from Jefferies asked about the key drivers for the strong performance in brand and performance-based advertising during the 618 shopping festival and Zhihu's main competitive advantages in this area.
Answer
CFO Wang Han attributed the success to Zhihu's unique ability to help brands build value among a high-quality audience within a professional discussion environment. He highlighted successful case studies with Toshiba and Vivo, which demonstrated how Zhihu's trusted community can drive both positive word-of-mouth and strong sales for high-value products, establishing this as a natural path for commercialization.