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知乎正式登陆港交所:中国领先的在线内容社区 价值重估正当时

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2022年4月25日 11时01分

知乎正式登陆港交所:中国领先的在线内容社区 价值重估正当时

香港, 2022年4月25日 – (亚太商讯) – 4月22日,港股市场再添一枚新星,中国最大的在线问答社区知乎(2390.HK)于今日正式登陆港交所。自2019年阿里巴巴成功在港二次上市以来,港股市场接连迎来了网易、京东、B站等众多头部中概股的加入,而知乎成为了首家以双重主要上市方式回港的中概互联网公司。

知乎以问答社区起步,逐渐发展成为中国最大的综合在线内容社区之一。根据灼识咨询,以2019年至2021年的平均移动端月活跃用户和收入计,知乎是中国最大的在线问答社区,也是中国前五大综合在线内容社区之一。

独有的社区生态优势突出 助力知乎穿越牛熊周期
对于知乎来说,一个不依赖外部环境,自身独有的社区生态,就是知乎的根本,也是好内容的来源。在发展的过程中,知乎通过持续提供高价值、历久弥新及有获得感的内容,持续巩固其社区价值及特性,进而吸引更多的用户及内容创作者参与并留存,形成一个相互传递、相互启发和相互影响的社区生态,从而让知乎获得用户的持久信赖,始终拥有互恰共荣的活力以及自趋生长的动力,使其能够不被外部环境影响,穿越牛熊周期。

截至2021年12月31日,知乎社区已积累4.9亿则内容,包括4.2亿条问答内容,较去年同期分别增长39%及34%,涵盖超过1,000种垂直领域及180万个细分话题,累计内容创作者达5,500万人。同时,知乎还通过举办各种活动以及给予创作者经济奖励的方式,鼓励用户高度参与。2021年第四季度,知乎平均月活跃内容创作者达270万,平均每月创作1,300万则内容,进一步丰富了知乎的内容。

得益于突出的社区价值,知乎积累了庞大、多元化且高参与度的用户群体。2019年至2021年,知乎月活跃用户复合年增长率高达41.4%。2021年第四季度,知乎的平均移动端月活跃用户达9,960万人,较2020年增加38.1%;平均每月浏览人次达5亿,平均每月用户互动达3.9亿次。2020年,知乎盐选用户的12个月的留存率为73%。

持续拓展变现模式 盈利能力不断提升
好生态带来好内容,好内容就是好生意。在好内容的推动下,知乎持续拓展其变现渠道。据悉,知乎是首批推出付费会员模式,并为商家及品牌推出内容商业化解决方案的行业参与者之一。此外,知乎还在拓展职业培训和电子商务等创新盈利模式。目前知乎的收入来源主要包括在线广告、付费会员、内容商业化解决方案、职业培训及电子商务相关服务等。

最新财报数据显示,2021年全年,知乎总营收达29.59亿元,同比增长118.9%;其中第四季度营收10.19亿元,同比增长96.1%;并且以内容为核心的非广告业务占比达到了61%。充分说明了知乎在持续探索商业化的道路上已经开始收获成效。截至2021年12月31日,知乎持有现金及现金等价物总额为74亿(人民币,下同)。业务运转良好,现金储备充足,显然是知乎不进行新一轮募资的底气。

在美股上市一周年以来,知乎向市场交付了优秀的业绩,但由于受国际政治因素影响,知乎价值被市场严重低估。未来,在行业方兴未艾的背景下,知乎作为国内最大的问答社区,在多元变现渠道的支持下,有望实现长期稳健增长,推动公司进入了新的发展周期。

此次回港上市,是知乎新的里程碑。对于业务场景根植于中国市场的知乎来说,其商业模式和发展前景更能获得中国消费者和投资者的理解。双重上市后,拥有好内容、好生态的知乎有望迎来价值重估。


News URL: https://www.acnnewswire.com/press-release/simplifiedchinese/74874/

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