Zhihu Q2 net loss narrower the monetization ability to improve the product from the previous month

Cover Journalist Ouyang Hongyu

On August 30, Zhihu announced unaudited financial reports in the second quarter of 2022. The financial report shows that Zhihu achieved revenue of 836 million yuan in Q2 this year, an increase of 31%year -on -year, and the gross profit margin reached 47.8%; the net loss was 487 million yuan, which was narrowed from the previous month. Yuan.

Specifically, to various business lines, paid membership business exceeds business content solutions and advertising business, and has become a new engine that drives Zhihu's revenue. The financial report shows that its paid membership revenue reached 271 million yuan, an increase of 75.1%year -on -year, accounting for 32.03%in total revenue. The income of business content solutions reached 240 million yuan, advertising revenue reached 238 million yuan, and the two accounted for 57.2%of the company's total revenue. In addition, vocational education revenue reached 46.127 million yuan, an increase of 600.5%year -on -year, and it is becoming a new growth momentum. Other revenue such as e -commerce and publishing reached 40.67 million yuan, an increase of 91.9%year -on -year.

Like Internet companies such as Tencent and Jinshan Office, Zhihu has also encountered a decline in advertising business income this year, a year -on -year decrease of 4.3%. In this regard, Zhihu attributed it, under the epidemic, and the overall impact of the online advertising industry.

However, the reporter also noticed that in order to attract new users and strengthen the brand awareness, it has increased significantly in sales costs, which has increased by 20.12%year -on -year. Although the monthly living households were promoted to 105.9 billion, a year -on -year increase of 12.3%, and the penetration rate of paid members in MAU reached 8%, but it also brought a decline in gross profit margin. According to public information, Zhihu has 59%from the gross profit margin of Q2 last year, now less than 50%. However, Zhihu explained that this is a high -quality growth brought by investment.

Regarding the development direction of the second half of this year, Zhihu said that in the long run, it will continue to innovate services in the ecosystem, improve monetization capabilities, and promote sustainable long -term development.

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