Guokr

Guokr is a pan-science and technology online community and media platform that makes science accessible and popular among the general public. It was founded in 2010 by Ji Shisan (real name: Ji Xiaohua), who holds a Ph.D. in neurobiology from Fudan University. Before establishing Guokr, Ji had been an active popular science writer since 2004 and founded the non-profit Science Squirrel Association in 2008, a separate entity from the commercially-oriented Guokr.

The name "Guokr," meaning "nutshell" in Chinese, is inspired by a quote from Shakespeare's Hamlet, famously used by Stephen Hawking in his book "The Universe in a Nutshell." It symbolizes that while the internet is a shell, the topics discussed within it are as vast as the universe. The platform's mission is to foster a scientific and rational lifestyle by delivering reliable and engaging content.

Guokr operates on a business model that combines media content, community engagement, and e-commerce. Its primary clients are the general public interested in science, technology, and rational thinking. Revenue is generated through several channels, including providing brand storytelling and marketing services for corporate clients, selling science-themed merchandise and educational products through its "Guokr Store," and venturing into related fields. The platform has diversified its offerings to include various sub-brands and content verticals, such as "Species Calendar" (物种日历), "Food Lab" (吃货研究所), and beauty science content, covering topics from health and fact-checking to consumer advice. The company has also expanded into online education with its MOOC College and developed products like children's science toys under the "Miao Ke" brand.

Keywords: science communication, popular science, online community, content platform, e-commerce, educational products, science media, fact-checking, brand marketing, knowledge sharing