Baiguan - China Insights, Data, Context

Baiguan - China Insights, Data, Context

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Actionable insights for anyone who has a real stake in China

When a Handbag Brand Makes Better Podcasts than Podcasters
BlogMar 26, 2026

When a Handbag Brand Makes Better Podcasts than Podcasters

Chinese luxury brands are abandoning the short‑video‑first playbook, targeting affluent urban women who are growing weary of Douyin and Xiaohongshu. Brands like GIADA and Songmont have launched long‑form podcasts on Xiaoyuzhou FM, amassing over a million and 140,000 subscribers respectively....

By Baiguan - China Insights, Data, Context