The Chinese Q&A platform Zhihu put up a pop-up shop this week at Beijing’s fashion and shopping hub Sanlitun, attracting the city’s knowledge lovers as well as brands looking to tap into the platform’s well-educated, wealthy user base. Named the “Don’t Know Clinic” (our translation of 不知道诊所), the offline installation featured six “hospital departments” with booths themed around popular questions asked on Zhihu.

Over the past six years, the Beijing-based startup has risen to become the go-to website and app for knowledge sharing and searching. According to research firm iResearch (in Chinese), 80.1% of Zhihu users have a bachelor degree or above (in Chinese), and 76% of the users are in the middle- and upper-income tiers. In September the platform reached 100 million registered users (in Chinese) who spend an average of one hour per day, the company said.

Despite Zhihu’s steady growth and positive reputation among Chinese elites, industry observers have been questioning its money-making capacity. So far the company hasn’t revealed much about its financials but this week’s pop-up shop sheds some light on its commercial possibilities.

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Rita Liao

Telling the uncommon China stories through tech. I can be reached at ritacyliao [at] gmail [dot] com.