Market Overview
In this year, over 150 brands have established their own branded podcasts on Chinese Podcast app- Xiaoyuzou. In addition to well-known names like Nike and Kering, more niche brands such as Aesop, Marimekko, and Patagonia are leveraging Chinese podcasts for their marketing.
Podcasts are capturing the hearts of China’s youth, especially those in top-tier cities. A staggering year-over-year growth of 195% in mentions on Red highlights an eager community keen on sharing and gaining insights through this medium.
Chinese podcast listeners are well-educated, primarily from 1st-tier and new 1st cities, aged 26-35, and possess strong consumer potential.
With a robust presence of well-educated audience and a purchasing power of ¥7,695 per month, podcasts are proving to be an influential platform across both genders in urban China. More than 70% of China‘s podcast listeners come from major cities, demonstrating significant consumption ability.
Podcast have become an emerging channel for brands to leverage
With over 150+ brands invested in podcast channels or launched branded channels. The top practice brands are from Luxury Industry and Sports & Outdoor.
Since 2022, more foreign brands have begun to establish their own Chinese Podcast channels to connect with their audience. By collaborating with professional producers, these brands can regularly launch customized podcast content to enhance customer loyalty and strengthen their brand image.
Partial brands that invested in podcast channels or launched branded channels:
Best Practice in Chinese Podcast Marketing
We analyzed over 100 top Chinese podcasts to uncover how brands can effectively collaborate with podcasts for optimal marketing performance. Beyond creating their own podcast channels, leading podcast KOLs are opening up new avenues for collaboration with brands, including luxury brands, through custom segments.
“Stochastic Volatility (随机波动)” stands out as one of the largest Chinese podcasts, focusing on feminism, gender issues, literature, and social critique. It offers in-depth discussions and diverse perspectives on these critical topics.
The Podcast interviewed 3 people, starting from personal experiences and delving into the collective consciousness, the series showcases the unique sensitivity and strength of women. In collaboration with Kering‘s “Women in Motion” initiative, the Podcast presents this special series featuring three groups of Chinese female artists and creators, showcasing their insights and HER power.
Key Summary
1. Discussion around Chinese podcasts is rapidly increasing, with a 195% YoY growth.
2. Chinese podcast listeners are well-educated, primarily from 1st-tier and new 1st cities, aged 26-35, and possess strong consumer potential.
3. Podcasts, as trust and interest-based platforms, offer brands a reliable way to effectively engage with their target audiences.
4. Over 150 brands consistently produce monthly content on Chinese podcast platforms, fostering deep interaction with their audience.
5. Podcasts effectively achieve brand awareness and conversion goals through customized content, branded campaigns, and e-commerce collaborations.
6. Leading podcasts KOLs are making more collaboration possibilities with brands like luxury brand custom segments, online community to on-site events, and founder interviews.