Comprehensive Stock Comparison
Compare 36Kr Holdings Inc. (KRKR) vs Alphabet Inc. (GOOGL) vs Alphabet Inc. (GOOG) Stock
Analyze side-by-side fundamentals, valuation, growth, and profitability to decide which stock is the better buy.
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Quick Verdict
| Category | Winner | Why |
|---|---|---|
| Growth | GOOGL | 15.1% revenue growth vs KRKR's -32.1% |
| Value | GOOG | Lower P/E (27.2x vs 27.3x), PEG 0.91 vs 0.91 |
| Quality / Margins | GOOGL | 32.8% net margin vs KRKR's -26.6% |
| Stability / Safety | KRKR | Beta 0.76 vs GOOGL's 0.99 |
| Dividends | GOOG | 0.3% yield, 2-year raise streak, vs GOOGL's 0.3% |
| Momentum (1Y) | GOOGL | +83.6% vs KRKR's -21.0% |
| Efficiency (ROA) | GOOGL | 22.2% ROA vs KRKR's -19.7%, ROIC 24.7% vs -30.9% |
Who Each Stock Is For
Income & stability
Growth exposure
Long-term compounding (10Y)
Sleep-well-at-night portfolio
Valuation efficiency (growth/$)
Defensive / Recession hedge
Business Model
What each company does and how it makes money
36Kr is a Chinese digital media and business services platform focused on technology and innovation coverage. It generates revenue primarily through online advertising services and enterprise value-added services — including integrated marketing, event management, and consulting — with additional income from subscription services for investors and businesses. The company's competitive advantage lies in its specialized focus on China's tech ecosystem and its established brand as a trusted source for startup and innovation insights.
Alphabet is a technology conglomerate best known as the parent company of Google, which dominates the digital advertising market through search, YouTube, and display ads. It generates over 80% of its revenue from advertising, with the remainder coming from Google Cloud services, hardware sales, and subscription products like YouTube Premium. Its primary moat is the massive network effect of its search ecosystem — billions of users, advertisers, and content creators locked into its platforms through data, scale, and habit.
Alphabet is a technology conglomerate best known for its Google search engine and digital ecosystem. It generates over 80% of its revenue from digital advertising—primarily through Google Search, YouTube, and its ad network—with the remainder coming from Google Cloud services and other ventures. Its dominant competitive advantage lies in its massive user data network, which creates powerful network effects and makes its advertising targeting capabilities nearly impossible for competitors to replicate at scale.
Revenue Breakdown by Segment
How each company's revenue is distributed across its business units
Financial Metrics Comparison
Side-by-side fundamentals across 3 stocks. BestLagging
Financial Scorecard
GOOG leads in 2 of 6 categories (Valuation Metrics, Analyst Outlook). GOOGL leads in 1 (Total Returns). 3 tied.
Financial Metrics (TTM)
GOOGL is the larger business by revenue, generating $402.9B annually — 1184.4x KRKR's $340M. GOOGL is the more profitable business, keeping 32.8% of every revenue dollar as net income compared to KRKR's -26.6%. On growth, GOOGL holds the edge at +18.1% YoY revenue growth, suggesting stronger near-term business momentum.
| Metric | KRKR36Kr Holdings Inc. | GOOGLAlphabet Inc. | GOOGAlphabet Inc. |
|---|---|---|---|
| RevenueTrailing 12 months | $340M | $402.9B | $402.9B |
| EBITDAEarnings before interest/tax | -$92M | $150.2B | $150.2B |
| Net IncomeAfter-tax profit | -$91M | $132.2B | $132.2B |
| Free Cash FlowCash after capex | $253,372 | $73.3B | $73.3B |
| Gross MarginGross profit ÷ Revenue | +53.5% | +59.7% | +59.7% |
| Operating MarginEBIT ÷ Revenue | -27.7% | +32.0% | +32.0% |
| Net MarginNet income ÷ Revenue | -26.6% | +32.8% | +32.8% |
| FCF MarginFCF ÷ Revenue | +0.1% | +18.2% | +18.2% |
| Rev. Growth (YoY)Latest quarter vs prior year | +7.0% | +18.1% | +18.1% |
| EPS Growth (YoY)Latest quarter vs prior year | +11.8% | +31.2% | +31.2% |
Valuation Metrics
At 28.8x trailing earnings, GOOG trades at a 0% valuation discount to GOOGL's 28.8x P/E. Adjusting for growth (PEG ratio), GOOG offers better value at 0.97x vs GOOGL's 0.97x — a lower PEG means you pay less per unit of expected earnings growth.
| Metric | KRKR36Kr Holdings Inc. | GOOGLAlphabet Inc. | GOOGAlphabet Inc. |
|---|---|---|---|
| Market CapShares × price | $3.2B | $1.69T | $1.69T |
| Enterprise ValueMkt cap + debt − cash | $3.2B | $1.73T | $1.73T |
| Trailing P/EPrice ÷ TTM EPS | -0.30x | 28.84x | 28.81x |
| Forward P/EPrice ÷ next-FY EPS est. | 0.09x | 27.26x | 27.24x |
| PEG RatioP/E ÷ EPS growth rate | — | 0.97x | 0.97x |
| EV / EBITDAEnterprise value multiple | — | 11.54x | 11.52x |
| Price / SalesMarket cap ÷ Revenue | 94.78x | 4.20x | 4.20x |
| Price / BookPrice ÷ Book value/share | 0.34x | 9.18x | 9.17x |
| Price / FCFMarket cap ÷ FCF | — | 23.10x | 23.08x |
Profitability & Efficiency
GOOGL delivers a 31.8% return on equity — every $100 of shareholder capital generates $32 in annual profit, vs $-35 for KRKR. GOOGL carries lower financial leverage with a 0.17x debt-to-equity ratio, signaling a more conservative balance sheet compared to KRKR's 0.25x. On the Piotroski fundamental quality scale (0–9), GOOGL scores 7/9 vs KRKR's 3/9, reflecting strong financial health.
| Metric | KRKR36Kr Holdings Inc. | GOOGLAlphabet Inc. | GOOGAlphabet Inc. |
|---|---|---|---|
| ROE (TTM)Return on equity | -34.6% | +31.8% | +31.8% |
| ROA (TTM)Return on assets | -19.7% | +22.2% | +22.2% |
| ROICReturn on invested capital | -30.9% | +24.7% | +24.7% |
| ROCEReturn on capital employed | -37.1% | +30.3% | +30.3% |
| Piotroski ScoreFundamental quality 0–9 | 3 | 7 | 7 |
| Debt / EquityFinancial leverage | 0.25x | 0.17x | 0.17x |
| Net DebtTotal debt minus cash | -$7M | $41.3B | $41.3B |
| Cash & Equiv.Liquid assets | $37M | $30.7B | $30.7B |
| Total DebtShort + long-term debt | $30M | $72.0B | $72.0B |
| Interest CoverageEBIT ÷ Interest expense | — | 903.26x | 903.26x |
Total Returns (with DRIP)
A $10,000 investment in GOOGL five years ago would be worth $30,266 today (with dividends reinvested), compared to $440 for KRKR. Over the past 12 months, GOOGL leads with a +83.6% total return vs KRKR's -21.0%. The 3-year compound annual growth rate (CAGR) favors GOOGL at 51.5% vs KRKR's -46.1% — a key indicator of consistent wealth creation.
| Metric | KRKR36Kr Holdings Inc. | GOOGLAlphabet Inc. | GOOGAlphabet Inc. |
|---|---|---|---|
| YTD ReturnYear-to-date | -23.9% | -1.1% | -1.2% |
| 1-Year ReturnPast 12 months | -21.0% | +83.6% | +81.3% |
| 3-Year ReturnCumulative with dividends | -84.4% | +247.8% | +246.5% |
| 5-Year ReturnCumulative with dividends | -95.6% | +202.7% | +200.6% |
| 10-Year ReturnCumulative with dividends | -98.6% | +773.4% | +796.7% |
| CAGR (3Y)Annualised 3-year return | -46.1% | +51.5% | +51.3% |
Risk & Volatility
KRKR is the less volatile stock with a 0.76 beta — it tends to amplify market swings less than GOOGL's 0.99 beta. A beta below 1.0 means the stock typically moves less than the S&P 500. GOOGL currently trades 89.3% from its 52-week high vs KRKR's 16.7% drawdown — a narrower gap to the peak suggests stronger recent price momentum.
| Metric | KRKR36Kr Holdings Inc. | GOOGLAlphabet Inc. | GOOGAlphabet Inc. |
|---|---|---|---|
| Beta (5Y)Sensitivity to S&P 500 | 0.76x | 0.99x | 0.98x |
| 52-Week HighHighest price in past year | $21.36 | $349.00 | $350.15 |
| 52-Week LowLowest price in past year | $3.15 | $140.53 | $142.66 |
| % of 52W HighCurrent price vs 52-week peak | +16.7% | +89.3% | +88.9% |
| RSI (14)Momentum oscillator 0–100 | 36.3 | 40.8 | 40.2 |
| Avg Volume (50D)Average daily shares traded | 6K | 28.2M | 17.8M |
Analyst Outlook
Analyst consensus: KRKR as "Buy", GOOGL as "Buy", GOOG as "Buy". Consensus price targets imply 14.6% upside for GOOG (target: $357) vs 14.6% for GOOGL (target: $357). For income investors, GOOG offers the higher dividend yield at 0.26% vs GOOGL's 0.26%.
| Metric | KRKR36Kr Holdings Inc. | GOOGLAlphabet Inc. | GOOGAlphabet Inc. |
|---|---|---|---|
| Analyst RatingConsensus buy/hold/sell | Buy | Buy | Buy |
| Price TargetConsensus 12-month target | — | $357.19 | $356.91 |
| # AnalystsCovering analysts | 1 | 81 | 79 |
| Dividend YieldAnnual dividend ÷ price | — | +0.3% | +0.3% |
| Dividend StreakConsecutive years of raises | — | 2 | 2 |
| Dividend / ShareAnnual DPS | — | $0.82 | $0.82 |
| Buyback YieldShare repurchases ÷ mkt cap | 0.0% | +2.7% | +2.7% |
Historical Charts
Charts are rendered on first load. Hover for details.
Chart 1Total Return — 5 Years (Rebased to 100)
| Stock | Mar 20 | Feb 26 | Change |
|---|---|---|---|
| 36Kr Holdings Inc. (KRKR) | 100 | 4.64 | -95.4% |
| Alphabet Inc. (GOOGL) | 100 | 495.8 | +395.8% |
| Alphabet Inc. (GOOG) | 100 | 496.54 | +396.5% |
Alphabet Inc. (GOOGL) returned +203% over 5 years vs 36Kr Holdings Inc. (KRKR)'s -96%. A $10,000 investment in GOOGL 5 years ago would be worth $30,266 today (including dividends reinvested).
Chart 2Revenue Growth — 10 Years
| Stock | 2016 | 2025 | Change |
|---|---|---|---|
| 36Kr Holdings Inc. (KRKR) | $121M | $231M | +91.7% |
| Alphabet Inc. (GOOGL) | $90.3B | $403.0B | +346.4% |
| Alphabet Inc. (GOOG) | $90.3B | $403.0B | +346.4% |
Alphabet Inc.'s revenue grew from $90.3B (2016) to $403.0B (2025) — a 18.1% CAGR.
Chart 3Net Margin Trend — 10 Years
| Stock | 2016 | 2025 | Change |
|---|---|---|---|
| 36Kr Holdings Inc. (KRKR) | 6.6% | -59.1% | -999.3% |
| Alphabet Inc. (GOOGL) | 21.6% | 32.8% | +52.0% |
| Alphabet Inc. (GOOG) | 21.6% | 32.8% | +52.0% |
Alphabet Inc.'s net margin went from 22% (2016) to 33% (2025).
Chart 4P/E Ratio History — 9 Years
| Stock | 2017 | 2025 | Change |
|---|---|---|---|
| Alphabet Inc. (GOOGL) | 58.5 | 29 | -50.4% |
| Alphabet Inc. (GOOG) | 58.1 | 29 | -50.1% |
Alphabet Inc. has traded in a 19x–59x P/E range over 9 years; current trailing P/E is ~29x. Alphabet Inc. has traded in a 20x–58x P/E range over 9 years; current trailing P/E is ~29x.
Chart 5EPS Growth — 10 Years
| Stock | 2016 | 2025 | Change |
|---|---|---|---|
| 36Kr Holdings Inc. (KRKR) | 17 | -81.75 | -580.9% |
| Alphabet Inc. (GOOGL) | 1.39 | 10.81 | +677.7% |
| Alphabet Inc. (GOOG) | 1.39 | 10.81 | +677.7% |
Alphabet Inc.'s EPS grew from $1.39 (2016) to $10.81 (2025) — a 26% CAGR.
Chart 6Free Cash Flow — 5 Years
36Kr Holdings Inc. generated $-33M FCF in 2024 (-117% vs 2021). Alphabet Inc. generated $73B FCF in 2025 (+9% vs 2021).
KRKR vs GOOGL vs GOOG: Key Questions Answered
9 questions · data-driven answers · updated daily
01Is KRKR or GOOGL or GOOG a better buy right now?
Alphabet Inc. (GOOG) offers the better valuation at 28.8x trailing P/E (27.2x forward), making it the more compelling value choice. Analysts rate 36Kr Holdings Inc. (KRKR) a "Buy" — based on 1 analyst ratings — the highest consensus in this comparison. The "better buy" depends entirely on your goals: growth investors should weight revenue trajectory, value investors should weight P/E and PEG, and income investors should weight dividend yield and streak.
02Which has the better valuation — KRKR or GOOGL or GOOG?
On trailing P/E, Alphabet Inc. (GOOG) is the cheapest at 28.8x versus Alphabet Inc. at 28.8x. On forward P/E, 36Kr Holdings Inc. is actually cheaper at 0.1x — notably different from the trailing picture, reflecting expected earnings growth. The PEG ratio (P/E divided by earnings growth rate) is the most growth-adjusted single valuation metric: Alphabet Inc. wins at 0.91x versus Alphabet Inc.'s 0.91x — a PEG below 1.0 traditionally signals the market is underpricing earnings growth.
03Which is the better long-term investment — KRKR or GOOGL or GOOG?
Over the past 5 years, Alphabet Inc. (GOOGL) delivered a total return of +202.7%, compared to -95.6% for 36Kr Holdings Inc. (KRKR). A $10,000 investment in GOOGL five years ago would be worth approximately $30K today (assuming dividends reinvested). Over 10 years, the gap is even starker: GOOG returned +796.7% versus KRKR's -98.6%. Past returns do not guarantee future results, and the stock with the higher historical return may already have its best growth priced in.
04Which is safer — KRKR or GOOGL or GOOG?
By beta (market sensitivity over 5 years), 36Kr Holdings Inc. (KRKR) is the lower-risk stock at 0.76β versus Alphabet Inc.'s 0.99β — meaning GOOGL is approximately 30% more volatile than KRKR relative to the S&P 500. On balance sheet safety, Alphabet Inc. (GOOGL) carries a lower debt/equity ratio of 17% versus 25% for 36Kr Holdings Inc. — giving it more financial flexibility in a downturn.
05Which has better profit margins — KRKR or GOOGL or GOOG?
Alphabet Inc. (GOOGL) is the more profitable company, earning 32.8% net margin versus -59.1% for 36Kr Holdings Inc. — meaning it keeps 32.8% of every revenue dollar as bottom-line profit. Operating margin tells a similar story: GOOGL leads at 32.1% versus -33.7% for KRKR. At the gross margin level — before operating expenses — GOOGL leads at 59.7%, reflecting greater pricing power or product mix advantage. Stronger margins indicate durable pricing power, lower cost of revenue, or higher mix of software/services. They are one of the clearest signs of business quality.
06Is KRKR or GOOGL or GOOG more undervalued right now?
The PEG ratio (forward P/E divided by expected earnings growth rate) is the most precise measure of undervaluation relative to growth potential. By this metric, Alphabet Inc. (GOOG) is the more undervalued stock at a PEG of 0.91x versus Alphabet Inc.'s 0.91x. A PEG below 1.0 is traditionally considered the threshold for growth-adjusted undervaluation. On forward earnings alone, 36Kr Holdings Inc. (KRKR) trades at 0.1x forward P/E versus 27.3x for Alphabet Inc. — 27.2x cheaper on a one-year earnings basis. Analyst consensus price targets imply the most upside for GOOG: 14.6% to $356.91.
07Which pays a better dividend — KRKR or GOOGL or GOOG?
In this comparison, GOOG (0.3% yield), GOOGL (0.3% yield) pay a dividend. KRKR does not pay a meaningful dividend and should not be held primarily for income.
08Is KRKR or GOOGL or GOOG better for a retirement portfolio?
For long-horizon retirement investors, Alphabet Inc. (GOOG) is the stronger choice — it scores higher on the combination of lower volatility, dividend reliability, and long-term compounding (low volatility (β 0.98), +796.7% 10Y return). Both have compounded well over 10 years (GOOG: +796.7%, KRKR: -98.6%), confirming both are viable long-term holds — but the lower-volatility option typically results in less emotional selling during corrections. Retirement portfolios generally favour predictability over maximum returns. Consult a financial advisor before making allocation decisions.
09What are the main differences between KRKR and GOOGL and GOOG?
These companies operate in different sectors (KRKR (Communication Services) and GOOGL (Technology) and GOOG (Technology)), which means they face different economic cycles, regulatory environments, and macro sensitivities — making direct comparison nuanced. These fundamental differences mean investors should not choose between them on a single metric — the "better stock" depends entirely on which of these characteristics aligns with your investment strategy.
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- Sector: Communication Services
- Market Cap > $100B
- Revenue Growth > 5%
- Gross Margin > 32%