As we bid farewell to the old and usher in the new, we can see from the pens of major media and the phenomenon of major social media that the routine marketing path of new consumer brands is about to come to an "end", and the popular Fax List formula "20,000 Xiaohongshu + 8,000" Douyin + 3,000 B stations + 150 Zhihu Q&A live streaming a new brand” has also begun to fail. According to Huxiu, such a change actually revealed a signal early. As early as August 2021, the sales of many cutting-edge brands in the categories of snacks, fast food, and beauty have shown a year-on-year decline;
In October, the amount of financing in this field was only 3.7 billion yuan, only a quarter of the peak period. A change corresponding to this is that new consumer brands that have gradually retreated from traffic pools such as Xiaohongshu have begun to be active in podcasts. The latter started late in China and was once regarded as a niche platform. However, with the gradual development of domestic podcast platforms, more and more new consumer brands are eyeing this secretly accumulating traffic pool... The "first year of commercialization" of podcasting is coming? Chinese podcasts, the pace of "breaking the circle" and "commercialization" suddenly accelerated.
In 2019, Chinese podcasts suddenly began to heat up after a long trough. On the one hand, Apple podcast China podcast programs such as "Fluck Left and Right", "Natural History", "Homeless" and "Residual Value" slowly developed into the head and Fax List began to have regular fans. On the other hand, audio platforms such as Himalaya and Litchi FM have resumed podcasting. In 2020, the podcast client, Xiao Universe, will be launched, "born for podcasting". From April to November of the same year, Chinese podcasts exploded by about 6,000 files.