Why Levi’s and other brands are betting big on Chinese podcasts

Levi’s is riding the podcasting wave in China alongside Coach, Lancôme, and Louis Vuitton. Will it succeed?

What happened

On April 25, Levi’s released the first episode of its maiden Chinese-language podcast series titled Speaking with ‘Lee.’ As the denim giant dips its toes into this burgeoning medium in China, it marks a strategic, deeper foray into the hearts, and ears, of Chinese consumers.

Other brands have also been exploring the podcast medium in a bid to engage consumers on a more cultural and intellectual level. Local labels like Neiwai, Maia Active, and Pop Mart have gone down this route. Of the global brands, Gucci, Coach, Lancôme, and Louis Vuitton have all launched digital podcasts on Chinese platforms like Ximalaya, Vistopia, and Xiaoyuzhou.

The Jing Take

In China, the podcast is packed with plenty of potential. Launched in 2020 by Shanghai start-up Jike, Xiaoyuzhou is seen as a coming-of-age platform known for its high user stickiness and has grown rapidly, with brands like Levi’s, Lancôme, and Coach launching initiatives there.”

Levi’s teaser episode, provocatively titled To Be a Vanguard, First Go Crazy, sets the stage for an engaging auditory journey. Hosted by TV presenter Jiang Sida, the series promises an eclectic mix of contributors. These include Pang Kuan, frontman and keyboard virtuoso of revered New Pants band, and local bloggers Luo Zhenni and Zhang Ke. Adding a scholarly dimension to the discourse is cultural luminary Ma Jiahui. Continue to read the full article here

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