Despite the fact that podcasting has been around for almost two decades in the United States, with more than 41% of adults aged 18 and above listening to a podcast at least once a month in 2021, it is still a relatively new industry in China. Listeners in China are more familiar with government-controlled broadcasting and state-owned public radio than with on-demand audio content from private creators.

Ear Economy in China

However, in recent years, the internet audio business, also known as the “ear economy,” has grown rapidly. Podcast listening has become a regular fad in many young Chinese consumers’ lives. 

As a result of the expansion of commuter culture and easy access to different media content. Given the pervasiveness of smartphones in Chinese culture, all audio-visual content is now mobile-friendly. This is one of the factors that can be used to explain why podcasts are becoming more popular. 

Chinese podcast listeners are estimated to reach 85.6 million by the end of 2021, second only to the United States. Nonetheless, given China’s massive population, this only accounts for 6.1% of the country’s population, indicating that there is plenty of room for the market to expand.

The Growing Popularity of Podcasts in China

China’s low adoption isn’t due to a lack of interest in digital audio. In this sense, Chinese consumers have a wide range of options, including ebooks, audio live streaming, social audio, and karaoke, all of which fight for ear time. 

Regardless, China’s desire for podcasts—which is defined as any audio-first serialised episodes that can be accessed via digital streams or downloaded, as well as heard as podcasts via video platforms—is apparent. 

Chinese tech companies, including some of the country’s most well-known digital giants, are jumping into the booming audio category, establishing dedicated “podcast” sections. Tencent Music and Entertainment, for example, has recently been promoting “long-form content.” 

Chinese Podcast Listeners’ Demographics

The root of China’s developing podcast market is a growing demand for tailored, personalized, and individualised media tastes as a result of economic liberalisation and urbanisation. The thriving sector includes a wide range of themes, from travel to hobbies — and everything in between.

In terms of audience, over 68.2% of respondents live in top-tier or coastal cities such as Beijing, Shanghai, and Guangzhou, according to the PodFest China 2020 Chinese Podcasting Listeners and Consumption Survey. The majority of podcast listeners are under the age of 35, with more than 88.5% being under the age of 35.

Podcasting is also popular among the well-educated, with 86.4% of listeners having a bachelor’s degree or more, but only 28.6% of short-video users had attended college.

Conclusion

China’s podcast sector appears to have a bright future. In 2019, China’s podcast sector generated US$193 million in revenue, making it the world’s fastest-growing podcast market. The market is expected to grow at a 37.3% CAGR before 2024, reaching a total value of US$689 million in 2024, owing to increased listener numbers, making China the world’s second-largest market if the revenue target is met.

However, the market expansion will need to be closely monitored in the future. With only 6% of the population reporting that they listen to podcasts, there is a lot of room for expansion. As a result, starting a podcast for your company could be a wise decision for the future of your business.

Do you think starting a podcast is simple? Well, think again. You do need considerable support and guidance. Hit us up to get the ins and outs sorted professionally and launch a cohesive campaign.

With the growing competition in the foreign education market, education brands are looking for new ways to attract Chinese students, such as incorporating e-learning courses, offering home and distance learning, and establishing physical campuses in China, among other things. As the educational landscape becomes more digitally disrupted, most educational marketers have begun to embrace digital platforms and compete in the brand and marketing area.

With over 1 billion registered users till Q1 2021, 780 million using WeChat Moments and 400 million using Mini Program, WeChat can be greatly beneficial to education sectors.

How does WeChat benefit the education sector?

One of the most difficult challenges for educational institutions such as colleges is building an efficient content marketing strategy that communicates to all of their various audiences.

WeChat advertising comes in handy in this situation. Because of WeChat’s developed digital ecosystem and vast user database, it is a common tool for education brands to leverage in their digital marketing plan. Marketers may use WeChat’s smart data capabilities to execute targeted ads and obtain vital consumer insights. 

Creating well-developed, highly detailed personas — fictional characters that encompass a certain target group or demographic, based on market research and genuine data – is one of the first steps in constructing an efficient content marketing strategy for educational organisations on WeChat.

Here are some ways education sectors can leverage the WeChat platforms:

• Product Promotion
  WeChat advertising is helpful in guiding visitors to online sale sites when a business is launching a new collection or wants to promote hero products and stimulate direct sales through its marketing.
  
  To advertise its Chinese EMBA courses, the Chinese University of Hong Kong conducted a WeChat marketing campaign. The ad’s creativity enticed users to schedule a one-on-one inquiry session in Guangzhou or Shenzhen. Users were routed to the university’s official website when they clicked on the ‘details’ button.
  
  WeChat advertising is applicable to a wide range of scenarios, and brands can discover the appropriate solutions based on the characteristics of various sectors. 
• Lead Generation Campaign
  In its ad structure, WeChat advertisements can enable simple sign-ups for lead generation campaigns. During the campaign, user conversion can be successfully boosted, which can also lead to increased brand recognition. 

  A WeChat moments ad intended at increasing the number of direct sign-ups for an education service company that provides counselling and help for students choosing international universities. The ad presented the major selling features of its service and offers with a basic creative and provided a list of its partnered schools and colleges throughout the world.

• Others
  WeChat also provides other services like selling webinars or one-on-one coaching sessions, selling books and products, translations, etc. Students can see everything from scientists teaching quantum physics to professors providing writing tutorials for college applicants. Amateur enthusiasts can also learn from mountaineers, hikers, and photographers.

Conclusion

The development of mobile technology has ushered in a new era of informal, personalised, lifelong learning outside of the classroom. However, when it comes to efficiently implementing mobile learning, we’re still figuring it out.

WeChat is installed on practically every other person’s smartphone in China, as it is widely used in almost every field of life. This is the only app that overseas students in China use. As a result, any company looking to establish a presence in China’s education market should consider starting with a WeChat account and leveraging the available tools.

Recent years have seen young Chinese consumers being increasingly interested in combining traditional Chinese culture and style with domestic brands and products.

This trend is known as ‘Guochao’ (国潮), which means ‘National Trend’. In a world greatly influenced by Western trends, youngsters are now looking for new ways to identify with their Chinese roots. Many domestic brands are focussing more on the nostalgia factor and this strategy is very appealing to younger consumers.

Emerging Fashion Trends

Most of the fashion trends in 1980s China came from foreign countries. But over the years, young people have begun to identify more with their Chinese roots and discovered the beauty of their tradition. This trend reflects the unexpected rise of domestic brands. 

They creatively merged traditional culture with modern trends to make more fashionable styles, without increasing development costs. This allowed the Chinese youth to enjoy the rich heritage of their motherland without breaking the bank. Without the worry of price inflation, these domestic brands focused on design and aesthetic, thus increasing the appeal of their product.

How Brands can Hop on the Bandwagon

Guochao is not some brief trend that will go away. Arising from the longstanding Chinese culture, the rise of Guochao is inevitable as it only seems to be getting bigger, better and stronger. Even though many consumers still favour foreign products and brands, brands cannot ignore the fact that Chinese youths have started showing stronger national pride and forming their unique sense of culturally aesthetic style.

• The youth are looking for something more meaningful rather than fast fashion.
• It is important for new international brands entering China to embrace these values of Chinese pride in order to provide value to the consumers and connect with them. 
• Brands that emphasise their own heritage and culture need to find ways to integrate their ideals with Chinese cultural elements.
• While the idea of Guochao does arise from deep rooted Chinese culture, brands can use this opportunity to innovate with their products and come up with new and unique messaging for their brand in China.

What to Infer

Brands, both domestic and international, have to think outside the box if they want to survive the changing paradigm of Chinese fashion industry. Guochao is here for the long haul, and while western trends and fashion are still relevant, the majority of youth in China will look towards brands that connect with them on a deeper level. Doing so can help brands build loyalty and trust with their customers, which goes a long way towards surviving the Chinese market.

MONTAGUT has renewed its contract with KRDS to manage its strategy and presence on Chinese social networks, WeChat and Sina Weibo, following a fruitful 3-year of content creation.

The digital and mobile agency is tasked with creating content strategies and adaptations across the market along with the duty of increasing engagements and fan growth on the page. 

According to Candice Meyer, Head of Marketing and Communication at MONTAGUT, “KRDS has been a valuable partner of MONTAGUT over the past 3 years. We chose Brice and his team because of their deep knowledge of the China social media landscape combined with great strategic and creative capabilities. On a day to day basis, it’s both very efficient and super pleasant to work with a trustworthy team such as KRDS. They are expert, flexible, diligent and always looking to achieve the best results. A perfect recipe for success!”.

Brice Le Guen, Director at KRDS Greater China, said: “We’re thrilled and honoured to work with a reputed brand like MONTAGUT once again. In the last few years, we have helped them build their online community, amplify their voice across channels to strengthen their relationship with their audience and drive footfall to their physical storefront. We believe our long term partnership is effectively growing MONTAGUT’s presence as a unique clothing brand with our digital expertise”. 

Toulouse Business School (TBS) increases its footprint in China and partners with KRDS, the WeChat agency, for its WeChat development.

Having entered the Chinese market a few years ago, and boasting a network of more than 1,500 Chinese alumni coming from all over the country, TBS is already a key player in its industry in China. So why this decision to open a WeChat account ?  

‘We want to get closer to our students, build tailor-made relationships with them and make sure we answer their questions in a timely manner. Following our conversation with KRDS, we now fully understand how we can leverage WeChat as a communication and servicing platform !’ says François Dean of Toulouse Business School.

As a matter of fact, besides enjoying weekly content posted on TBS’ WeChat account, students will also be able to ask any questions and receive instant and tailor-made replies directly on the platform!

For instance, questions about a specific program, an upcoming event, a professor, an alumni, tips to brush upon one’s curriculum, etc. All these pieces of information will be at finger’s reach for Chinese students.

“With one billion monthly active users in Q3 2017 as well as 12 million official accounts, WeChat is the must have tool for any brand wishing to expand its presence in the Chinese market and/or among a Chinese audience” adds Aurélien FERRIE, general manager of KRDS

In the top 10 Business Schools in France, with an executive MBA ranked in the top 100 in Financial Times 2017, TBS offers renowned and tailor-made undergraduate and graduate programs in areas such as aviation, financial engineering, etc. Students can also choose between 5 TBS campuses : Paris, Toulouse, Barcelone, Casablanca, London !

To discover Toulouse Business School account, scan the QR in WeChat

LifeProof, well renowned for its consumer electronic accessories wanted to boost its Chinese social media presence. Thus, LifeProof has recruited Social & Mobile Agency, KRDS Shanghai as its new social media agency in charge of WeChat and Sina Weibo.

https://youtu.be/-NCCgY51kdo

LifeProof is a reputable US company, that designs, manufactures and markets cases that protect smartphone and tablet functionality and condition from water, snow, dirt, and shock. Their products include cases, flotation jacketing, belt clips, headphones, chargers, connectors, arm bands, bike mounts, and photography equipment.

KRDS Shanghai will assist LifeProof with its social media development strategy and its execution, producing quality content and immersive campaigns on WeChat and Sina Weibo, to support the growth and the engagement of its active community.

Commenting on this, Aurelien Ferrie, the General Manager at KRDS Greater China said,

“We thank LifeProof for trusting KRDS’ expertise to help grow their audience and engagement on Chinese social media platforms, specially WeChat and Sina Weibo. With the incredible growth and usage of high-quality smartphones in China, LifeProof has great potential here and social will be a key to unlocking this huge market. We are really proud to be joining LifeProof in this journey towards better growth in the Chinese market”

To animate BNP Baribas annual dinner event, KRDS creates 2 uniques dynamic experiences on WeChat.

A quiz with 2 sessions allowed BNP employees to compete live on a WeChat connected mini-site. The results were display live on a giant screen.

A WeChat voting system was also created to elect the best staff performance of the evening.

You can read more on the event on Digital Marketing Asia or Marketing Interactive.