EVENT IN MANDARIN CHINESE

Podcasts, as a medium of deep intimacy, hold unique value for commercial brands. Against the backdrop of a general consumer downgrade, "sincerity" is often the most powerful weapon for a brand, and podcasts serve as an excellent medium for establishing trust and spreading sincerity. For instance, the StartUp Podcast documents the entire process of Bloomberg's own entrepreneurial journey, including how he named his company, communicated with family and business partners, and convinced investors. This reality show-style podcast content is highly disruptive in the United States and has quickly become one of the most popular podcasts.

The Chinese podcast market is also rapidly developing. According to an annual report released by a leading podcast platform for the year 2023, it has over 240,000 podcasts with commercial value on a single platform; the number of listeners exceeds 220 million.

From 2023 to 2024, the consumption scale of Chinese podcasts (including but not limited to purchasing podcast subscriptions, buying products or services within podcasts, and clicking on advertisements within podcasts) is expected to maintain an average annual growth of 15.8%, leading the growth globally.

On April 20th, we are pleased to invite Qin Kuang—co-founder of Echocast and host of the podcast "Orpheus Micro View"—to lead a zero-base podcast workshop tailored for entrepreneurs, aimed at helping them quickly enter the podcasting arena and boost the business opportunities for startups.

During this workshop, we will discuss and attempt to address a common issue faced by entrepreneurs: Does building a brand always have to be expensive?

Startups, due to resource and scale limitations, often do not allocate a dedicated marketing budget for brand building. This creates a dilemma:

🤔 On one hand, brand establishment appears to require significant investment and effort, which may not seem like an immediate priority for startups;

😟 On the other hand, the lack of brand leverage and influence reduces the efficiency of market communication and business development, which may make it difficult for the company to attract potential customers, thereby affecting business expansion and scale growth.

What is the role of "brand" for startups? Can we find a way to balance low cost, low manpower input, and high efficiency, serving startups in establishing deep connections with their target audience, creating a differentiated and memorable brand identity, and ultimately helping startups leverage their brand to gain more business and navigate the early stages smoothly?