Zhihu Wants To Be China’s X And LinkedIn With AI Power

Zhihu is no longer just a Q&A platform, now aiming to become China’s X and LinkedIn

China’s well-known question-and-answer platform Zhihu is trying to go beyond just answering questions. The company is now focusing on artificial intelligence (AI) based search tools to turn Zhihu into something like China’s X (formerly Twitter) and LinkedIn.

Introducing ‘Zhida’ – direct answers through AI

Zhihu recently launched a special AI feature called Zhida. The name means “direct answer” in Chinese. This tool uses previous expert answers, helpful links and AI to give users accurate replies to their questions.

The main strength of Zhida is that it combines real answers with AI support, helping users find better and more useful information. Since its launch, the feature has gained more than 10 million monthly active users, according to the company.

Often compared to Reddit and Quora, but Zhihu has a bigger goal

Zhihu is often compared to Quora and Reddit, especially because it allows open public discussions. But the company now wants to be more than just a discussion space. Zhihu aims to become a professional network in China, where experts, professionals and scholars can share and connect in meaningful ways.

AI investment leads to first-ever profit

Zhihu’s focus on AI has come at the right time. In the last quarter of 2024, the company reported a net income of 86.4 million yuan (around $11.8 million). This is the first profitable quarter for Zhihu since it went public. A year earlier, it had a loss of 103.1 million yuan.

More focus on quality users, not just numbers

According to Wang Han, Zhihu’s Chief Financial Officer, chasing only user numbers is no longer important. The company is now focusing on its real audience, well-educated and knowledge-seeking users. This change has worked, and the customer acquisition costs have gone down by 80 percent, and the gross profit margin has increased to 62.9 percent.

Zhihu’s biggest strength

Zhihu has a strong network of professionals, including university professors, business leaders, and subject experts. Wang believes that in the age of AI, “high-quality content will matter more than ever”, and Zhihu is ready for that. Users can even visit expert profiles for one-on-one conversations.

Rivals are also in AI, but Zhihu is choosing a different path

Zhihu’s move into AI comes at a time when other major Chinese platforms like Douyin (Chinese version of TikTok), WeChat, and Alibaba’s Quark AI Assistant are also entering the AI search space. But Zhihu is not trying to be an entertainment app, but, it wants to focus on knowledge and professional content.

Wang Han’s vision: A brand like top universities

Wang wants Zhihu to be known like Tsinghua University or Peking University, trusted for quality and impact. He said, “These universities are not judged by how many students they have, but by the value they give. Zhihu wants to do the same, focus on quality, not just user numbers.”

Zhihu’s journey is now much more than just a Q&A website. With AI, it’s building a new identity that could change China’s digital and professional world. While other platforms focus on entertainment and views, Zhihu is focused on deep conversations, expert insights, and meaningful knowledge.

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