Introducing the Xiaoyuzhou App: How Brands Can Use It for Marketing
- Apr 10
- 6 min read
If you are focus on the Chinese market and trying to understand the media landscape of this country with a population of 1.4 billion, you have likely noticed two seemingly contradictory phenomena: on the one hand, short-video platforms are rapidly consuming users' time; on the other hand, a leading Chinese podcast platform focused on "slow content", Xiaoyuzhou App, has quietly risen over the past four years, becoming a favored partner for many premium brands.
This guide will explain: What is Xiaoyuzhou? Who uses it? And why international brands such as Chanel, L'Oréal Paris, and Mercedes-Benz are incorporating podcasts into their China marketing strategies.
Features of the Xiaoyuzhou Platform
Xiaoyuzhou, literally "small universe", where the term represents an inner energy source and power. Each podcast is metaphorically a unique planet, while listeners become wanderers traversing this expansive universe.
Before Xiaoyuzhou, Chinese podcast consumption was scattered across major audio streaming platforms. Established players such as Himalaya FM, Lizhi FM, and Qingting FM held dominance—with Himalaya eventually pivoting heavily toward knowledge monetization. Meanwhile, music streaming giants like NetEase Music also entered the podcast space.
Launched in March 2020, Xiaoyuzhou positioned itself as China’s first dedicated podcast platform—often seen as a local counterpart to Apple Podcasts and Spotify, but tailored to Chinese user behavior. It quickly scaled into a category leader, surpassing 10 million registered users and reaching over 1 million daily active users.
From a media perspective, podcasts can be understood as "audio based self media"—primarily featuring guest conversations, in-depth interviews, and thematic discussions, with episodes typically ranging from 40 to 90 minutes. In contrast to the "fast" nature of short videos, the core value of podcasts lies in "depth": deep content, deep companionship, and deep connection.
Key Platform Data:
Average daily listening time: nearly 80 minutes
Average episode length: approximately 59 minutes
Age group: primarily 18–35
These figures reveal a key fact: Xiaoyuzhou users are not just "listeners," but "high-value users" willing to invest time in deep thinking and actively seek valuable content.
Audience Insights on Xiaoyuzhou
Xiaoyuzhou’s user base is particularly appealing to premium brands looking to build awareness in China.
The reason is clear: its audience is concentrated in top-tier cities, highly educated, and demonstrates strong purchasing power. As Luo Zheng, Head of Xiaoyuzhou, noted in an interview, the platform’s users are primarily aged 18–35, based in first- and second-tier cities, and generally exhibit higher levels of education and income. This segment is often referred to as the “three-high” audience—high education, high income, and a strong preference for quality-driven lifestyles. Notably, they are predominantly Gen Z, making them a key target for sectors such as luxury, premium beauty, automotive, and financial services.
But beyond purchasing power, what truly sets this audience apart is their mindset. They are often described as a generation that is “re-parenting” themselves—actively seeking knowledge, emotional support, and personal growth. As Ou Li, Head of Content at Xiaoyuzhou, summarized: “Curious young listeners are using podcasts as a tool for self-reparenting.”
As China’s economic growth slows and uncertainty rises, younger audiences are moving beyond pure entertainment. They increasingly turn to podcasts as a platform for learning, self-development, and emotional connection. This is reflected in their behavior: they engage with long-form content, often 60–90 minutes, leave thoughtful, in-depth comments, and are willing to pay for content they find meaningful. This marks a shift from older generations in China, who were less inclined to spend on themselves, often prioritizing their children and family over personal investment in knowledge or self-improvement.
Compared to passive scrolling on short-form video platforms, Xiaoyuzhou users exhibit a pattern of active discovery and deep engagement:
High Completion Rates: Over 60% of listeners finish full episodes
Strong Interaction: Long-form discussions and thoughtful commentary
High Conversion: 74% are willing to pay for podcast content, and 71.6% have made purchases influenced by podcasts
High Ad Receptivity: 71.8% do not skip sponsored content
For brands, this creates a rare “clean space” beyond pure traffic-driven platforms—where users don’t just see, but listen, and more importantly, trust.
Brand Marketing Strategies
Based on the platform’s unique dynamics, brand marketing on Xiaoyuzhou can be structured into three progressively deeper layers.
Strategy 1: Emotional Resonance — Breaking Away from Standard Narratives
Key occasions such as Valentine’s Day, Mother’s Day, and International Women’s Day are major marketing touchpoints for brands in China, serving as critical moments to engage consumers and drive campaigns. However, Xiaoyuzhou provides an opportunity to move beyond traditional, calendar-driven marketing and build deeper, more sustained connections with audiences.
Case Study: Chanel No.5 × Xiaoyuzhou "Non-standard Answers to Love"
During Valentine’s Day 2025, while many brands leaned on the familiar “roses and gifts” narrative, Chanel took a different approach. Partnering with Xiaoyuzhou, it launched the campaign Non-standard Answers to Love. Five leading podcasts were invited to explore themes such as desire, courage, and emotion—reframing love through diverse lenses including intensity, purity, and pace.
In one episode, "The Brilliant Friend Goes Out to Steal a Horse," a psychology PhD from Fudan University and a zoology PhD from Oxford engaged in a discussion analyzing "the desire for love" from psychological and philosophical perspectives, while naturally integrating the fragrance concept of Chanel No.5. The episode received over 460 comments, with listeners sharing engagement on love and relationships, and some becoming interested in the product and exploring the brand further.
Beyond content collaboration, Xiaoyuzhou enhanced the campaign with an immersive in-app experience, featuring creative splash screens and interactive modules that encouraged users to share their own perspectives. The conversation naturally extended to platforms like Xiaohongshu (Red Note), further amplifying reach and engagement.
Marketing Insights:
For luxury brands aiming to build emotional resonance in China, podcasts offer a more authentic and immersive channel—moving beyond storytelling to embedding the brand within meaningful, context-rich conversations.
Strategy 2: Brand Storytelling — From message to mindset
As consumer segments become more fragmented, the ability to clearly define and convey brand values is critical. Podcasts create the depth needed to not only express these values, but to internalize them within the audience.
Case: L'Oréal Paris × Xiaoyuzhou
During International Women's Day, the campaign "It's Okay, Every Step Counts" featured 14 podcasts sharing real stories of women facing failure, transformation, and self-acceptance. Instead of promoting products, the brand translated its "Because You're Worth It" message into relatable narratives.
For Mother's Day, the campaign "Mothers Write New Scripts" featured creators sharing stories about their mothers. Writer Jiang Fangzhou, a celebrated young author and former deputy editor-in-chief of the prestigious New Weekly magazine, invited her mother for a conversation, exploring the evolution of their relationship.
The comment sections were filled with heartfelt long-form engagement from listeners, allowing the brand narrative to expand organically—from brand-led to user-led storytelling.
Marketing Insights:
For beauty brands targeting women, podcasts enable a more nuanced and enduring form of storytelling—one that fosters resonance by listening first, allowing brand values to gradually take root through empathy, understanding, and shared experiences, rather than direct messaging.
Strategy 3: Experiential Scenarios — Turning Products into Content Spaces
The more advanced strategy is transforming the product itself into a space where content happens.
Case: Mercedes-Benz × Xiaoyuzhou "Journey Together, Insight Beyond"
In October 2025, Xiaoyuzhou and Mercedes-Benz launched a campaign placing a podcast studio inside a V-Class MPV, recording conversations during real journeys.
The concept is a car is not just transportation, but a private, comfortable space for meaningful dialogue. The first episode featured Xiaoyuzhou's CEO and a podcast host discussing how podcasts connect people in the AI era. The campaign included multiple founder interviews and business discussions. This collaboration turned the car into a mobile thinking space, enhancing both the product's narrative and the podcast experience.
Marketing Insights:
For automotive brands, podcasts go beyond showcasing features—they demonstrate how products shape lifestyles and meaningful experiences.
Strategy 4: Build lasting brand-owned cultural equity
To cultivate enduring consumer loyalty, forward-thinking brands are shifting from ephemeral ads to Owned Media, specifically through branded podcasts. These platforms serve a dual purpose: they broadcast core brand values while simultaneously building a library of "Brand Assets" that accumulate value over time.
For instances, Lululemon has its own podcast called conversations for a better state of mind, Featuring a diverse range of guests—from celebrities to athletes—sparking cross-industry conversations that inspire a wider audience.
Brand Podcasts, by nature, attract and filter a high-value audience aligned with a brand’s values through their in-depth content and focused topics. For example, Patagonia’s podcast explores environmental issues and the spirit of the outdoors—drawing in exactly the kind of loyal environmentalists and outdoor enthusiasts the brand resonates with.
A strong podcast episode can continue to be discovered months or even years after its release through search and recommendations. This means a single piece of content can deliver long-term value, becoming an ever-growing asset within the brand’s digital portfolio.
Marketing Insights:
This “de-sales” approach shifts the focus from selling products to building lasting brand value and experience.
Conclusion
Podcast marketing is inherently suited for long-term brand building. Through in-depth content, brands can cultivate trust and meaningful connections with their audiences—transforming communication into genuine dialogue.
As Xiaoyuzhou's head Luo Zheng said: "Despite the dominance of short videos, the demand for deep content will always exist." For international brands in China, Xiaoyuzhou is not just a new media channel, but a new perspective on understanding Chinese consumers—not chasing trends, but slowing down and engaging in meaningful dialogue.
In the "era of conversation" shaped by Xiaoyuzhou, marketing returns to its essence: it is no longer a game of traffic, but a companion of time.
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