Core Insights - The report outlines Zhihu's 2025 marketing strategy, emphasizing its platform advantages, user value, content ecosystem, and commercial partnerships, positioning Zhihu as a "trust hub" in consumer decision-making [1][7]. User Demographics - Zhihu's user base primarily consists of young, highly educated individuals from second-tier cities and above, with strong purchasing power and high trust in product information [1][17]. - The platform has a significant proportion of users aged 40 and below, with 58.41% of users being from second-tier cities or higher [17]. Content Ecosystem - Zhihu boasts a rich and diverse content ecosystem, with a cumulative content volume of over 855 million and a year-on-year increase in high-quality content rate by 13.37% [13][21]. - The platform facilitates in-depth discussions across various topics, enhancing brand engagement and consumer trust [1][20]. Marketing Solutions - Zhihu offers comprehensive marketing solutions through its "DEEP TRUST" scientific marketing system, which aids brands in understanding consumer needs, demographic flow, and competitive analysis [1][7]. - The platform has launched various IP projects, such as the New Knowledge Youth Conference and Zhihu Science Festival, to enhance brand exposure and conversion [1][20]. Business Expansion - Zhihu is expanding its business with initiatives like "Salt Story" and "Zhihu Knowledge Hall," which provide new avenues for brand marketing and engagement with high-quality audiences [1][20]. - The platform's monthly active users (MAU) reached 81.1 million, with a 17.87% increase in user engagement time [13]. Trust and Consumer Behavior - Zhihu is recognized as a key decision-making reference for consumers, with 94% of users believing in the reliability of product information on the platform [19]. - Users exhibit a strong willingness to pay a premium for quality brands and products, with 72% expressing readiness to spend more for trusted brands [19].

Community Growth and Engagement - Zhihu's community has grown to over 77 million professionals contributing content, enhancing the platform's reputation for professionalism and trustworthiness [11] - Zhihu has implemented accessibility standards and improved community features to foster inclusivity, particularly for individuals with disabilities [15] - The company aims to increase the density of "in-depth discussion" content to establish a trusted bridge connecting professional insights with public issues [55] - Enhanced community engagement through user-friendly creative activities, inspiring a wider user base to participate in content creation [72] - By the end of December 2024, a total of 30 sessions of the "Content Creation Challenge" have been held, significantly enhancing the volume and interaction of ideas and responses on the platform [75] - The "Zhizhi Plan" has cumulatively inspired more than 39,000 creators by December 2024, providing financial incentives through a fund of hundreds of millions of RMB [87] - The "Creator Salon" events reached over 300 high-value answerers in 2024, fostering community engagement and sharing among creators [95] Technological Innovation - The company launched its self-developed large language model, "Zhihaitu AI," which is among the first to receive regulatory registration, showcasing its technological innovation [16] - Zhihu's AI search product, "Zhihu Zhida," ensures AI-generated responses are traceable to original human creators, addressing common issues in AI products [16] - The "Zhihu Zhida" AI-powered search product was launched in June 2024, covering over 50 million documents in Chinese and English, enhancing user access to high-quality information [101] - The "Zhihu Zhida" will integrate the "full version" of DeepSeek-R1 in February 2025, upgrading reasoning capabilities and enhancing the AI search experience [101] - AI technology has been applied in content review to strengthen the identification of low-quality content, protecting original creators' rights [105] Environmental, Social, and Governance (ESG) Initiatives - Zhihu integrated the United Nations Sustainable Development Goals (SDGs) into its strategy, aligning with 12 of the 17 SDGs to promote global sustainability [18] - Zhihu's ESG governance structure includes a three-tier system with the Board of Directors overseeing ESG matters, ensuring effective implementation of initiatives [22] - The company has identified a total of 23 materiality topics, including 4 environmental, 16 social, and 3 governance topics, with new additions such as "AI Ethics" and "Original Content Support" [44] - The company has implemented a transition plan for the new Environmental, Social and Governance Reporting Code effective January 1, 2025, focusing on Scope 3 greenhouse gas emissions [38] - Zhihu is committed to promoting digital inclusion by providing customized services for people with special needs, ensuring equal access to services [53] Content Safety and Governance - In 2024, Zhihu handled over 31 million pieces of non-compliant content, demonstrating its commitment to maintaining a healthy community environment [17] - The company emphasizes community governance to ensure content safety and the security of advertising business models, fostering a positive ecosystem [56] - Zhihu continuously enhances governance intensity and efficiency through institutional regulation optimization and product function upgrades [57] - The company issued reminders for 35,113 pieces of inaccurate content and published over a thousand rumor-dispelling articles, with an exposure exceeding 40 million [62] - Cumulatively protected 120,370 users from harassment by strangers and handled over 27 million pieces of unfriendly information [62] - Blocked over 3.6 million malicious login attempts and identified over 350,000 spam registration accounts [63] - Launched the "Content Tagging" feature to prevent users from being misled by incorrect information, enhancing recognition coverage and accuracy [63] - In 2024, a dedicated governance and publicity campaign against cyber violence was conducted, releasing over 50 weekly reports on handling cyber violence [62] - Upgraded the "One Click Protection" feature to enhance proactive protection against inappropriate comments and private message harassment [62] - Established a diverse and transparent user feedback mechanism, allowing users to supervise, report, and provide feedback on community content [65] - Continuously optimized the machine review strategy by incorporating AI technology for more efficient detection and filtering of problematic content [70] Creator Support and Development - The "Beacon Prize" program provided nine creator teams with tens of millions in creation incentives, contributing nine premium content works with long-term value [88] - The "Haiyan Plan 6.0" initiative introduced "Navigators" to enhance content distribution through algorithmic signals, improving content ecosystem vitality [79] - The "Creation Training Program" equips creators with essential skills, enhancing content quality and enabling them to identify suitable vertical niches [82] - In 2024, creators' earnings achieved a year-on-year growth exceeding 20% for four consecutive quarters [91] - The optimization initiative for creator experience resulted in a double-digit improvement in creator experience metrics [152] Information Security and User Protection - The company is committed to enhancing information security management and protecting innovative achievements through comprehensive measures [53] - The company conducted 10 information security audits in 2024, focusing on personal information display desensitization and log audits to reduce the risk of personal information leakage [177] - Zhihu completed the third-level network security protection certification and obtained the ISO/IEC 27001 information security management system certification in 2024 [178] - The company established a dedicated elderly service hotline and optimized age-friendly accessibility services to better meet the needs of elderly users [161] - In 2024, Zhihu launched an online safety knowledge education program for adolescents, utilizing comics and quizzes to guide proper internet use [158] - Zhihu's information security protection mechanism includes pre-event prevention, in-process monitoring, and post-event response to ensure comprehensive security management [172] - Zhihu has obtained the ISO/IEC 27701 certification for its privacy information management system, ensuring compliance with information security standards [193] - During the Reporting Period, Zhihu did not experience any major data or user data breaches related to information security, indicating strong data protection measures [193] Employee Development and Workplace Culture - The company adheres to a "Talent First" development philosophy, providing diverse and equitable employment policies and abundant career growth opportunities [194] - Zhihu has established a comprehensive employment system that strictly complies with relevant labor laws and regulations, ensuring employee rights are safeguarded [195] - The company promotes a diverse and inclusive work environment, opposing all forms of employment discrimination and ensuring equal pay for equal work [196] - Zhihu has developed a comprehensive talent cultivation system with three modules: general skills, professional competency, and leadership, supported by various training programs [198] - The "Sailor Program" and "Navigate the Future" program are part of Zhihu's leadership development system aimed at nurturing young talents and middle managers [199] - Zhihu conducts systematic foundational training sessions annually, including business ethics and information security training, to enhance employees' general skills [200]

Financial Performance - Revenues for 2023 reached RMB 4,198,889, a 16.5% increase from RMB 3,604,919 in 2022[48] - Gross profit for 2023 was RMB 2,295,848, representing a gross margin of approximately 54.7%[48] - Net loss attributable to Zhihu Inc.'s shareholders decreased to RMB 843,641 in 2023 from RMB 1,581,157 in 2022, a reduction of 46.6%[48] - The company expects revenues for 2024 to be approximately RMB 3,598,905, reflecting a decrease of 14.3% compared to 2023[48] - The net loss per share for 2023 was RMB 2.82, significantly improved from RMB 5.19 in 2022[48] - In 2022, 2023, and 2024, the company incurred net losses of RMB1.6 billion, RMB839.5 million, and RMB169.0 million (US$23.1 million) respectively, along with negative operating cash flows of RMB1.1 billion, RMB415.5 million, and RMB280.2 million (US$38.4 million) respectively[79] Cash Flow and Liquidity - Cash and cash equivalents as of December 31, 2023, were RMB 2,106,639, down from RMB 4,525,852 at the beginning of the year[51] - Net cash used in operating activities improved to RMB 415,527 in 2023 from RMB 1,114,954 in 2022[51] - Cash and cash equivalents increased to RMB 3,999,160 thousand in 2024 from RMB 2,106,639 thousand in 2023, representing an increase of approximately 90%[55][57] - Net cash provided by operating activities was RMB (280,185) thousand for the year ended December 31, 2024, compared to a positive cash flow in the previous year[57] - The company reported net cash used in investing activities of RMB 1,681,140 thousand for 2023, compared to a net cash provided of RMB 3,490,467 thousand in 2022[59] Assets and Liabilities - Total current assets decreased to RMB 6,377,880 in 2023 from RMB 6,795,272 in 2022[50] - Total liabilities reduced to RMB 1,537,266 in 2024 from RMB 2,093,662 in 2023, indicating a 26.8% decrease[50] - As of December 31, 2024, total assets amounted to RMB 5,732,952 thousand, a decrease from RMB 6,795,272 thousand as of December 31, 2023[55][56] - Total current liabilities decreased to RMB 1,524,656 thousand in 2024 from RMB 1,945,488 thousand in 2023, a reduction of about 22%[55][56] Investments and Capital Contributions - The aggregate amount of capital contributions by Zhihu Inc. to its intermediate holding companies and subsidiaries was RMB10.3 billion, RMB10.0 billion, and RMB9.6 billion (US$1.3 billion) for 2022, 2023, and 2024, respectively[42] - The company reported a total of RMB 1,007,851 thousand in cash inflows from investing activities, highlighting strong investment performance[57] - The company has experienced significant user growth, with a highly engaged user base, but any decline in content quality may adversely affect user retention and growth[73] Regulatory and Compliance Risks - The PCAOB's ability to inspect registered public accounting firms in mainland China and Hong Kong may affect the trading of Zhihu's shares in the U.S. under the HFCAA[37] - The company operates through PRC subsidiaries and VIEs, relying on contractual arrangements due to restrictions on foreign investment in certain sectors[33] - The company has obtained requisite licenses and permits for its operations in China, but uncertainties remain regarding future compliance[39] - The company is subject to complex and evolving laws regarding cybersecurity and data privacy, which could lead to penalties and increased operating costs if not complied with[90] - The PRC government may impose penalties or revoke business licenses if the VIE structure is deemed non-compliant with regulations, which could adversely affect operations[153] User Engagement and Market Competition - The company faces risks related to maintaining an engaged user base and high-quality user-generated content, which are critical for its success[63] - The company operates in a highly competitive market and must keep up with technological developments to avoid adverse effects on its business[63] - The company may struggle to balance monetization efforts with user experience, which could negatively impact brand reputation if advertisements are perceived as intrusive[77] Technology and Innovation - The company is actively developing AI-powered tools, such as Zhihu Zhida, to adapt to technological changes, but there is uncertainty regarding the timely capture of benefits from these advancements[71] - The company launched its first Large Language Model, Zhihaitu AI, in 2023, which received regulatory registration in November 2023[101] - In June 2024, the company introduced the AI search product, Zhihu Zhida, enhancing user experience in querying and searching[101] Shareholder and Corporate Governance - Zhihu Inc. has not declared or paid any cash dividends since its ADS listing in March 2021 and does not plan to do so in the foreseeable future[44] - The board of directors has complete discretion over dividend distribution, which may depend on future operational results and cash flow[226] - Holders of ADSs have limited voting rights and cannot directly attend shareholder meetings[229] Foreign Investment and Economic Environment - The U.S. government imposed a 10% tariff on most countries, with a 34% additional tariff on goods imported from China, leading to cumulative tariffs exceeding 100% between the U.S. and China[145] - The final rule from the U.S. Department of the Treasury may limit the ability to raise capital from U.S. investors, potentially affecting business operations and financial condition[144] - The ongoing geopolitical tensions, particularly between the United States and China, may adversely impact the company's business and financial condition[142]

Financial Performance - Total revenue for 2024 was RMB 3,598,905 thousand, a decrease of 14.3% compared to RMB 4,198,889 thousand in 2023[9] - Gross profit for 2024 was RMB 2,180,829 thousand, down 5.0% from RMB 2,295,848 thousand in 2023[9] - Operating loss improved to RMB (481,083) thousand in 2024, a 55.1% reduction from RMB (1,072,225) thousand in 2023[9] - Net loss for 2024 was RMB (168,967) thousand, representing a significant decrease of 79.9% from RMB (839,528) thousand in 2023[9] - Adjusted operating loss for 2024 was RMB (405,361) thousand, down 54.4% from RMB (887,984) thousand in 2023[9] - Adjusted net loss for 2024 was RMB (96,270) thousand, an 85.4% improvement compared to RMB (659,093) thousand in 2023[9] - The paid membership revenue for 2024 was RMB 1.76 billion, a slight decline of 3.5% from RMB 1.83 billion in 2023[22] - The marketing services revenue decreased to RMB 1.25 billion in 2024 from RMB 1.65 billion in 2023, representing a drop of 24.5%[29] - Revenue cost decreased by 25.5% from RMB 1.9 billion in 2023 to RMB 1.4 billion in 2024, primarily due to reduced content and operating costs related to revenue decline and improved technical efficiency[32] - Operating expenses decreased by 21.0% in 2024, amounting to RMB 2.66 billion compared to RMB 3.37 billion in 2023[22] User Engagement - Monthly active users reached a total of 20 million, reflecting a stable user engagement[10] - The average monthly active users increased from 14.5 million in 2023 to 15.0 million in 2024, while the monthly active user interactions improved[19] - The number of content creators who earned income on the platform increased by 20% year-over-year, reaching a total of 77.7 million[20] Strategic Initiatives - The company plans to expand its market presence through new product launches and strategic partnerships in 2024[8] - The company aims to leverage artificial intelligence to support comprehensive business growth and improve efficiency across various business lines[24] - The company is actively investing in AI applications to improve operational efficiency and enhance community trust[17] - The company aims to leverage the growth potential of AI search solutions to drive sustainable development[15] Content and Technology Development - The AI search solution "Zhihu Direct Answer" was officially launched in June 2024, enhancing user experience significantly[16] - The total content on the platform reached 874.6 million pieces by December 31, 2024, representing a 12.9% year-over-year growth[18] - The company has seen a double-digit year-over-year growth in AI-related content and creators within its community by the end of 2024[17] - The company has expanded its premium short story content library, attracting new subscribers and increasing consumption among existing ones[18] Assets and Liabilities - The total assets decreased to RMB 5,732,952 thousand in 2024 from RMB 6,795,272 thousand in 2023[8] - Current liabilities were RMB 1,524,656 thousand in 2024, a decrease from RMB 1,945,488 thousand in 2023[8] - Cash and cash equivalents, along with short-term investments, amounted to RMB 4.0 billion at the end of 2024, up from RMB 2.1 billion in 2023[41] - As of December 31, 2024, the company had no outstanding loans or borrowings[144] Corporate Governance - The company has a strong governance structure with independent non-executive directors, including Sun Hanhui and Ni Hong, who have extensive experience in corporate governance[163][165] - The company emphasizes the importance of corporate governance and has presented its governance report to shareholders[171] - The independent non-executive directors constitute one-third of the board, complying with listing rules[183] - The company has established four committees: audit committee, remuneration committee, nomination committee, and corporate governance committee to oversee specific areas of company affairs[192] Related Party Transactions - The company has established ongoing related party transactions with Tencent and other affiliates, which are subject to pricing policies and mechanisms[70] - The company confirmed that all related party transactions during the reporting period were conducted in accordance with the relevant agreements and were fair and reasonable, benefiting shareholders' overall interests[120] - The independent auditor issued an unqualified opinion regarding the continuous related party transactions, confirming compliance with the relevant regulations[119] Shareholder Structure - The voting rights structure includes Class A shares with one vote per share and Class B shares with ten votes per share, allowing for significant control by Class B shareholders[123] - The company has a dual-class voting structure that may limit shareholder influence over company matters[71] - The shareholder voting rights entrustment agreement allows Zhizhe Sihai to act as the exclusive agent for shareholders, exercising all rights related to Zhizhe Tianxia, including voting and management control[107] Management Changes - The company appointed Sun Bin as the Chief Technology Officer on June 5, 2024, succeeding Li Dahai[167] - Wang Han was appointed as the Chief Financial Officer on February 19, 2024, bringing experience from Access Technology Ventures and Hillhouse Capital[167] - Liu Qihua has been appointed as the company secretary, bringing over 20 years of experience in corporate secretarial services[169] Compliance and Legal Risks - The company is subject to complex and evolving legal regulations related to cybersecurity and data privacy, which could significantly impact its operations[62] - The company has implemented measures to ensure effective operation and compliance with contractual arrangements[98] - Risks associated with the contractual arrangements include potential penalties from the Chinese government if agreements are deemed non-compliant with laws[97]

霸王茶姬将赴纳斯达克上市，去年交易额近 300 亿元。 北京时间 3 月 26 日凌晨，霸王茶姬向美国证券交易委员会（SEC）递交招股书，第一次清楚告诉 市场自己的策略、历程。2022 年到 2024 年，GMV 分别上涨 734.3% 和 172.9%，去年超预期地卖 出 294 亿元茶饮。在霸王茶姬定义的精品茶（premium tea，17 元以上的茶饮）品类下，霸王茶姬 市占率超 30%。去年营收和净利润分别高达 124.05 亿元 25.15 亿元，远超门店数更多的茶百道、 沪上阿姨和古茗。 蜜雪坚持做极致的低价，古茗搭建供应链能力，喜茶不断推陈出新，后起的霸王茶姬凭借自己的禀 赋选了一条不同的赛道：定义一个新的大单品、投入所有资源，"做穿" 后再尝试新东西。今年霸 王茶姬将继续推 "第二杯茶"，轻资产模式也带来更低的物流成本和库存周转天数。据招股书，霸 王茶姬预计今年开出 1000-1500 家店。4 月，霸王茶姬将开出美国第一家店。 泡泡玛特去年收入破百亿，LABUBU 所在系列创收 30 亿元。 泡泡玛特 3 月 26 日发布年报，公司收入翻倍至 130.4 亿元，首次破百亿元。LABUBU 所 ...

Financial Data and Key Metrics Changes - In Q4 2024, the company reported an adjusted net income of RMB97.1 million, a significant turnaround from an adjusted net loss of RMB91.3 million in the same period last year [7] - The adjusted operating profit improved from an adjusted net operating loss of RMB165.3 million in Q4 2023 to an adjusted operating profit of RMB23.1 million in Q4 2024 [7] - Total revenues for Q4 2024 were RMB859.2 million, compared to RMB1,138.3 million in Q4 2023, reflecting a strategic shift away from lower quality revenue [29][30] - Full year 2024 revenues were RMB3,598.9 million, a decrease of 14.3% from the previous year [19] Business Line Data and Key Metrics Changes - Paid membership revenue for Q4 2024 was RMB420.2 million, down from RMB455.9 million in Q4 2023, with average monthly paid members slightly decreasing by 0.8% year over year [20][30] - Vocational training revenue decreased by 50.4% year over year to RMB84 million in Q4 2024, primarily due to strategic refinements [24][30] - Marketing services revenue reached RMB315.9 million in Q4 2024, down from RMB465.2 million in the same period last year, but showed a sequential growth of 23.1% [22][30] Market Data and Key Metrics Changes - Average Monthly Active Users (MAUs) were 81.4 million, up 0.3% sequentially, despite a significant reduction in community-related promotional expenses [11] - Time spent per Daily Active User (DAU) grew by 23% year over year, indicating improved user engagement [11] - The community of content creators reached 77.7 million, an increase of 8.9% year over year, with income-generating creators increasing by over 22% year over year [15] Company Strategy and Development Direction - The company emphasized prioritizing community trust and enhancing core user experience, leading to a deliberate choice to forgo some peripheral users [7] - AI is viewed as a historic opportunity, with the company focusing on authentic, professional content to help AI overcome challenges [8][27] - The company plans to deepen integration of AI into its community and workflows to enhance content creation and distribution efficiency [48][49] Management's Comments on Operating Environment and Future Outlook - Management highlighted that the fourth quarter marked a transformative turnaround, achieving profitability for the first time [6][27] - The company is confident that its strategic focus on trust and quality will yield long-term benefits, despite short-term trade-offs [19][27] - Looking ahead to 2025, the company aims to enhance community trust while exploring innovative AI applications [28][59] Other Important Information - The company has cash and cash equivalents totaling RMB4.9 billion as of December 31, 2024, down from RMB5.5 billion a year earlier [33] - The company repurchased a total of 75.3 million Class A ordinary shares for an aggregate value of approximately $1.2 billion [33] Q&A Session Summary Question: Insights on Zihu Ju Da user size and its benefits to the community ecosystem - Management reported that JUDA's MAU grew from about 1 million to 10 million, driven by high repeat visits and positive word-of-mouth [37] - The expert network within the community is crucial for providing trustworthy content amidst the rise of AI-generated content [38][39] Question: Expectations for product changes and AI integration - The company plans to strengthen social interactions and enhance its brand as a trusted content platform, focusing on both short-form and long-form content [46][47] - AI will be integrated into community workflows to boost content creation efficiency [48] Question: Benefits of AI and market model to online marketing products - AI is changing the monetization model of advertising, with a focus on high-quality content generated by experts [53][54] Question: Long-term margin profile and cash utilization outlook - The company achieved a double-digit non-GAAP net profit margin of 11% in Q4 2024, with expectations for continued profitability growth [58][59] - The company plans to conduct share buybacks while maintaining a strong cash position [59]

Financial Data and Key Metrics Changes - In Q4 2024, the company reported an adjusted net income of RMB97.1 million, a significant turnaround from an adjusted net loss of RMB91.3 million in the same period last year [8] - The total revenues for Q4 were RMB859.2 million, compared to RMB1,138.3 million in Q4 2023, reflecting a strategic shift away from lower quality revenue [29] - Full year revenues for 2024 were RMB3,598.9 million, a decrease of 14.3% from the previous year [19][30] - The gross profit for Q4 was RMB540.7 million, with a gross margin of 62.9%, indicating improved operational efficiency [31] Business Line Data and Key Metrics Changes - Paid membership revenue was RMB420.2 million, down from RMB455.9 million in the same period last year, with average monthly paid members slightly decreasing by 0.8% year over year [20][30] - Vocational training revenue decreased by 50.4% year over year to RMB84 million, primarily due to strategic refinements of the acquired business [24][30] - Marketing services revenue reached RMB315.9 million, showing a sequential growth of 23.1% compared to the previous quarter [22][30] Market Data and Key Metrics Changes - Average Monthly Active Users (MAUs) were 81.4 million, up 0.3% sequentially, despite a significant reduction in community-related promotional expenses [12] - The community of content creators grew to 77.7 million, an increase of 8.9% year over year, reflecting a vibrant creator ecosystem [16] Company Strategy and Development Direction - The company emphasized a strategic focus on community trust and enhancing user experience, leading to a deliberate reduction in user acquisition expenses by 88% year over year [8][19] - AI is viewed as a historic opportunity, with the company planning to leverage its expert network to enhance content quality and trustworthiness [10][28] - The company aims to deepen integration of AI into its community workflows to boost content creation efficiency [51] Management's Comments on Operating Environment and Future Outlook - Management expressed confidence in the company's ability to maintain profitability and improve margins, with a double-digit net profit margin of 11% achieved in Q4 [61] - The company plans to continue investing in strategic initiatives, even if it means incurring short-term losses, to capture long-term growth opportunities [27][62] Other Important Information - The company has cash and cash equivalents totaling RMB4.9 billion as of December 31, 2024, down from RMB5.5 billion a year earlier [34] - The company has been active in share repurchases, having repurchased a total of 75.3 million Class A ordinary shares for an aggregate value of approximately $1.2 billion [34] Q&A Session Summary Question: Insights on Zihu Ju Da user size and its benefits to the Zhihu community - Management reported that JUDA's MAU grew from about 1 million to 10 million, driven by high repeat visits and positive word-of-mouth [38] - The expert network of Zhihu is deemed irreplaceable, especially in the context of AI-generated content and the need for trustworthy information [39][40] Question: Expected changes and innovations on the product side this year - The focus will be on strengthening social interactions and enhancing the brand as a trusted content platform, with new initiatives in social circles and original IPs [49][50] Question: How AI and market models benefit Zhihu's online marketing products - AI is changing the monetization model, with a shift towards high-quality content being prioritized by AI systems, enhancing Zhihu's competitive advantage [56][57] Question: Long-term margin profile and cash utilization outlook - The company achieved a double-digit net profit margin and plans to maintain a slightly overall loss temporarily to pursue growth opportunities [61][62]

于2024年第四季度，该集团取得总收入8.59亿元，同比减少24.52%;知乎股东应占净收入8627.4万元，去 年同期则取得净亏损1.04亿元;每股基本净收入0.34元。 知乎董事长兼行政总裁周源先生表示："2024年对知乎而言具有重要的转折意义，我们有序执行了年初 制定的战略规划，并在第四季度成功实现了盈利。我们的社区生态得到优化，更加蓬勃且可信赖，用户 指标全年持续向好，创作者活跃度不断提升。此外，依托优质的内容及强大的可信赖专家网络，我们持 续投资于 AI应用，将AI进一步融入多元化社区场景，积极探索AI时代全新的用户交互方式，并快速提 升自身的竞争优势"。 知乎首席财务官王晗先生补充表示："2024年第四季度是知乎的重要里程碑，我们首次实现了公认会计 准则和非公认会计准则下的营业利润及净利润的全面转正，这是对我们战略聚焦和卓越执行力的最佳证 明。得益于运营效率的提升及严格的成本管理，本季度利润率大幅提升，毛利率同比提升3.8个百分点 至62.9%，营运开支则同比下降37.9%。展望未来，我们将继续保持强劲势头，为长期可持续增长筑牢 根基，并为我们的股东和用户创造更大的价值。" 知乎-W(02390) ...

Financial Performance - Total revenue for the year ended December 31, 2024, was RMB 3,598.9 million, a decrease of 14.3% compared to RMB 4,198.9 million in 2023[5]. - Gross profit for the same period was RMB 2,180.8 million, down 5.0% from RMB 2,295.8 million in 2023[5]. - Net loss narrowed by 79.9% to RMB 169.0 million in 2024 from RMB 839.5 million in 2023[5][13]. - Adjusted operating loss improved by 54.4% to RMB 405.4 million in 2024 from RMB 888.0 million in 2023[5]. - The company achieved an adjusted net profit of RMB 97.1 million in Q4 2024, marking a significant turnaround[13]. - The gross margin expanded to 60.6% in 2024, the highest level in five years[13]. - The paid membership revenue for 2024 was RMB 1.76 billion, down 3.5% from RMB 1.83 billion in 2023[22]. - Marketing services revenue for 2024 was RMB 1.2 billion, down from RMB 1.7 billion in 2023, primarily due to ongoing optimization of service product offerings[29]. - Cost of revenue decreased by 25.5% to RMB 1.4 billion in 2024 from RMB 1.9 billion in 2023, mainly due to reduced content and operating costs[31]. - Operating expenses decreased by 21.0% in 2024, totaling RMB 2.66 billion compared to RMB 3.37 billion in 2023[25]. User Engagement - Average monthly active users decreased by 21.2% to 83.0 million in 2024 from 105.3 million in 2023[5]. - The average monthly active users rose from 14.5 million in 2023 to 15.0 million in 2024[18]. - The average monthly active users aged under 30 accounted for 73.8% of the total active users as of December 31, 2024[19]. - The number of content creators on the platform increased by 8.9% year-over-year, reaching 77.7 million by December 31, 2024[20]. Operational Efficiency - The company is focusing on enhancing operational efficiency through AI applications, improving content identification and review processes[15]. - The company aims to leverage artificial intelligence to improve operational efficiency across all business lines[24]. - The company plans to enhance operational efficiency and reduce losses through stricter cost management and optimized expense structures[24]. Shareholder and Governance - The company has not declared any annual dividend for the reporting period[59]. - The company has implemented a share incentive plan to motivate eligible employees towards growth and development[49]. - The company has complied with all applicable principles and provisions of the corporate governance code during the reporting period, except for the combined roles of Chairman and CEO[51]. - The audit committee, consisting of three independent non-executive directors, has reviewed the unaudited annual results for the reporting period[53]. - The board of directors consists of both executive and independent non-executive members, ensuring diverse governance[82]. Cash and Assets - Cash and cash equivalents at the end of 2024 were RMB 4.0 billion, up from RMB 2.1 billion at the end of 2023[40]. - Total assets decreased to RMB 5,732,952 thousand in 2024 from RMB 6,795,272 thousand in 2023[63]. - Total liabilities reduced to RMB 1,537,266 thousand in 2024, down from RMB 2,093,662 thousand in 2023, showing a decrease of approximately 26.5%[64]. - The company had no significant investments or acquisitions in 2024[41][42]. Taxation - The company has no income tax obligations in the Cayman Islands, where it is registered, which may positively impact its net income[79]. - Hong Kong subsidiaries with taxable profits of HKD 2 million or below are subject to a profit tax rate of 8.25%, while profits above HKD 2 million are taxed at 16.5%[80]. - In China, foreign-invested enterprises are subject to a corporate income tax rate of 25%, with certain entities recognized as high-tech enterprises eligible for a reduced rate of 15%[81]. - For the fiscal year ending December 31, 2024, the total income tax expense was RMB (9,391) thousand, compared to RMB 11,832 thousand for the previous year[81]. Strategic Initiatives - The company plans to continue focusing on market expansion and new product development as part of its strategic initiatives moving forward[65]. - The launch of the AI search feature "Zhihu Zhidao" received positive user feedback and was officially launched in June 2024[14]. - The "Professional Search" feature was introduced in October 2024, integrating over 50 million academic articles to support professionals[14].

Financial Performance - Total revenue for Q4 2024 was RMB 859.2 million (USD 117.7 million), down from RMB 1,138.3 million in Q4 2023[12] - Total revenue for the fiscal year 2024 was RMB 3,598.9 million (USD 493.0 million), down from RMB 4,198.9 million in 2023[12] - Total revenue for FY 2024 was RMB 3,598.9 million (USD 493.0 million), down from RMB 4,198.9 million in 2023[17] - Total revenue for the three months ended December 31, 2023, was RMB 1,138,297 thousand, a decrease of 24.5% compared to RMB 1,652,992 thousand for the same period in 2022[31] Profitability - Net profit for Q4 2024 was RMB 86.4 million (USD 11.8 million), compared to a net loss of RMB 103.1 million in Q4 2023[12] - Net loss for the fiscal year 2024 narrowed to RMB 169.0 million (USD 23.1 million), a reduction of 79.9% compared to 2023[12] - Adjusted net loss for the fiscal year 2024 was RMB 96.3 million (USD 13.2 million), a decrease of 85.4% from 2023[12] - Net profit was RMB 86.4 million (USD 11.8 million), a turnaround from a net loss of RMB 103.1 million in the same period of 2023[15] - The company reported a net loss of RMB 103,105 for the three months ending December 31, 2023, compared to a net loss of RMB 839,528 for the full year 2023[38] Operating Expenses - Total operating expenses decreased by 37.9% to RMB 528.8 million (USD 72.4 million) in Q4 2024 compared to RMB 851.3 million in Q4 2023[14] - Total operating expenses decreased by 21.0% from RMB 3,368.1 million to RMB 2,661.9 million (USD 364.7 million) compared to 2023[18] - The total operating expenses for the three months ended December 31, 2023, were RMB 851,258 thousand, a decrease of 24.5% from RMB 3,368,073 thousand for the full year 2023[31] User Engagement - Average monthly active users (MAUs) reached 81.4 million in Q4 2024[12] - The company expects to continue focusing on expanding its paid membership services and enhancing user engagement in the upcoming quarters[28] Revenue Streams - Marketing services revenue for Q4 2024 was RMB 315.9 million (USD 43.3 million), down from RMB 465.2 million in Q4 2023[13] - Paid membership revenue for Q4 2024 was RMB 420.2 million (USD 57.6 million), slightly down from RMB 455.9 million in Q4 2023[13] - Paid membership revenue was RMB 1,762.0 million (USD 241.4 million), a slight decrease from RMB 1,826.6 million in 2023, mainly due to a slight decline in average revenue per subscriber[17] Research and Development - R&D expenses decreased by 37.0% from RMB 232.6 million to RMB 146.6 million (USD 20.1 million) compared to the same period in 2023, primarily due to improved efficiency in technology innovation spending and reduced personnel-related expenses[15] - Research and development expenses for the three months ended December 31, 2023, were RMB 232,585 thousand, a decrease of 25.5% from RMB 901,452 thousand for the full year 2023[31] Cash and Assets - Cash and cash equivalents, including short-term investments, totaled RMB 4,859.0 million (USD 665.7 million) as of December 31, 2024, down from RMB 5,462.9 million as of December 31, 2023[16] - Cash and cash equivalents increased to RMB 2,106,639 as of December 31, 2023, compared to RMB 3,999,160 in 2024[35] - As of December 31, 2023, total assets amounted to RMB 6,795,272, a decrease from RMB 5,732,952 in 2024[35] Shareholder Actions - The company repurchased 31.1 million Class A ordinary shares for a total of USD 66.5 million under its existing share repurchase plan[20] Strategic Focus - The company reported a significant decrease in accounts receivable, which fell to RMB 664,615 as of December 31, 2023, from RMB 420,636 in 2024[35] - The company plans to focus on new product development and market expansion strategies in the upcoming fiscal year[36] - The financial results reflect the impact of strategic adjustments and cost management initiatives implemented by the company[28]