China’s Leading Zhihu Marketing Agency

Abbott’s cross-border plan treats Zhihu as part of the platform mix used to trigger high participation and trusted explanation for mother-and-baby products.

The documented KOL matrix includes Zhihu creators with 339K to 3.13M followers, showing a clear expert-and-parenting authority model rather than generic seeding.

Built around users who care about formula detail, complete nutrition, and differentiated ingredients.

The market section states that 56% of the audience is post-90s parents, while 59% in lower-tier markets prioritise comprehensive formula—decision logic that benefits from question-led, expert-style content.

One of the clearest direct Zhihu-fit cases. The operating plan describes Zhihu as a place for knowledge acquisition where trusted content simplifies the path to information.

Uses Zhihu topics around work-life balance, nutrition, family health, and “996” stress as part of its 618 warm-up and engagement model.

The file explicitly defines the platform’s role: “Zhihu content seeding to occupy the knowledge field and product conversion.”

Plan calls for branded answers on practical questions like “How do I rescue my sleep?” with product links embedded. The annual framework assigns strong quarterly budget slices showing a meaningful year-round programme.

Feihe’s media plan explicitly recommends Xiaohongshu, Zhihu, and Bilibili as community-media platforms.

The Zhihu-relevant role is centred on KOL recommendation, milk-powder knowledge sharing, and parenting science education. Exactly the kind of knowledge-layer use case that supports consideration before conversion.

Cites CBNData research showing that online knowledge education plus recommendation is the most effective path for converting potential users into purchase.

Structures the consumer journey around moving from first awareness into deeper understanding—highly aligned with how Zhihu supports research-stage parenting decisions.

The content model is built around professional beauty voices, dermatologists, ingredient experts, and scenario-based product explanation.

The KOL mix is structured with 1% top-tier, 9% mid-tier, and 90% lower-tier / seeding content, while top KOL benchmarks are defined at 1M+ followers. A credible example of building an expertise-led trust layer.