Zhihu is often called the Chinese Quora, but that comparison is too simple. For B2B marketing in China, Zhihu is valuable because it combines questions, expert answers, search visibility, long-form content, community reputation and professional trust. It is not the loudest China platform, but it can be powerful when buyers need explanation before they act.
This updated Tenba Group guide explains what Zhihu is, why it matters for B2B marketing, and how international companies can use it to support Chinese demand generation in 2026.
What is Zhihu?
Zhihu is a Chinese knowledge-sharing platform built around questions, answers, articles, columns, live sessions and community discussion. It attracts users who want explanations, comparisons, opinions and deeper context. For B2B brands, that makes it useful for industries where buyers research before speaking with sales: SaaS, manufacturing, education, consulting, healthcare, finance, engineering, legal services, technology and professional services.
Zhihu Inc.’s investor materials describe the company as an online content community where users seek solutions, make decisions and find inspiration. That decision-support role is why Zhihu can complement platforms such as Baidu, WeChat, RED and Douyin.
Why Zhihu is useful for B2B marketing
B2B buyers rarely convert from a single short video. They compare vendors, check technical claims, ask colleagues, search online and look for evidence. Zhihu can help your brand appear in those research moments with useful answers, expert commentary and case-based explanations.
Zhihu content can also appear in Baidu search results, which gives good answers a second discovery path. A strong Zhihu answer can support brand credibility even when the buyer first finds the topic through Baidu. That makes Zhihu useful alongside Baidu PPC and Baidu SEO.
What to publish on Zhihu
- Expert answers: Respond to existing questions with practical, non-salesy insight.
- Comparison content: Explain category differences, vendor selection, buying criteria and trade-offs.
- Case studies: Show real problems, constraints, outcomes and lessons.
- Technical explainers: Break down complex topics in clear Chinese.
- Founder or expert profiles: Build authority around people, not only company pages.
- Question research: Use Zhihu questions to understand what Chinese buyers worry about.
How to avoid sounding like an ad
Zhihu users tend to reject thin promotional content. The best answers teach first. Use data, examples, comparisons and clear reasoning. Mention your brand only when it genuinely helps the answer. If every answer ends with a sales pitch, the account will lose credibility.
For international brands, localization matters. Do not translate an English white paper and paste it into Zhihu. Reframe the topic around Chinese buyer questions, local competitors, local procurement habits, local compliance and Chinese-language terminology. If the goal is lead generation, connect the answer to a Chinese landing page, WeChat contact or downloadable resource.
How Zhihu fits with other channels
Zhihu is not usually the only channel. It works well when paired with a Chinese website, Baidu visibility, WeChat nurturing and sales follow-up. Use Zhihu to answer questions and prove expertise; use the website for structured conversion; use WeChat for relationship building; use Baidu PPC or SEO to capture active demand.
For broader platform planning, read our guides to Chinese social media platforms, creating a Chinese website and WeChat marketing.
A practical Zhihu workflow for B2B brands
Start by mapping the questions Chinese buyers already ask. Search your category, competitor names, product problems, procurement concerns and industry terms on Zhihu and Baidu. Group the questions by buying stage: awareness, comparison, risk reduction, vendor selection and implementation.
Next, choose which questions deserve expert answers. A good answer should be useful even if the reader never contacts you. Explain the issue, show trade-offs, provide examples and use a tone that feels like an experienced consultant rather than an advertisement. Where appropriate, link to a Chinese website, downloadable guide, WeChat account or case study.
After publishing, reuse the insight elsewhere. A strong Zhihu answer can become a WeChat article, Baidu SEO page, sales FAQ, webinar topic or short-video script. This is where Zhihu becomes more than a posting channel: it becomes a listening tool for the questions Chinese buyers care about most.
The takeaway
Zhihu is useful for B2B marketing because it helps brands answer real questions, show expertise and appear during research-heavy buying journeys. It rewards substance, clarity and credibility more than quick promotional noise.
Tenba Group helps international B2B brands build Zhihu content strategies, Chinese websites, Baidu visibility, WeChat funnels and localized lead-generation systems. If you want to use Zhihu for B2B marketing in China, contact Tenba Group for practical support.
Sources: Zhihu’s investor relations overview, Zhihu’s annual reports, and ECNS coverage of CNNIC’s 57th Statistical Report on China’s Internet Development.