Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
Ximalaya
FMPerformance, 16-17
Ximalaya FM is the largest online audio service platform in China. The Ximalaya FM platform enables users
to share their k...
Overall
Core
Competencies
• Daily active users: > 6 million
• Mobile phone users: > 330 million
• Podcast hosts: > 5 million
o Ver...
News App Ranking
Ranking APP
Monthly Active
Users
Ximalaya FM 40.56 million
Qingting FM 18.30 million
Lizhi FM 6.19 millio...
Data Collected from Ximalaya.com by 18th Sep, 2017
Top Podcast Station in general - ranked by total fans number
喜马拉雅好声音
Xi...
Data Collected from Ximalaya.com by 18th Sep, 2017
糗事播报
Funny Stories
5,381,998
• A product of Ximalaya FM;
• Subject: fun...
Data Collected from Ximalaya.com by 18th Sep, 2017
罗辑思维脱口秀
吴晓波频道
冬吴相对论
Business
6,726,472
1,389,854
871,541
1
2
3
糗事播报
百思女...
Data Collected from Ximalaya.com by 18th Sep, 2017
晓说2017
百家讲坛
十点读书
History & Culture
5,149,546
4,081,604
1,477,199
1
2
3
...
The “123 Knowledge” Day, 2017
On 3rd December, 2017, Ximalaya FM
held its second annual “123
Knowledge” Day, an online pai...
TOP1: EQ Course of Talk Show Host
Kevin Tsai
TOP2: A New Way to Learn
New Concept of English [2+3]
TOP4: Zhang Qicheng’s* ...
Users
30.08 million
Monthly Active Users
6.12 million
Daily Active Users
125.24 minute
Average Time Spend / User / Day
Overall D...
51.73% 48.27%
VS
Data Source: iResearch, collected by 27th Sep, 2017
Age
5.82%
15.53%
27.41%
28.82%
22.42%
>40
36~40
31~35...
Data Source: iResearch, Gathered by 28th Sep, 2017
3.50%
3.56%
4.02%
5.48%
5.63%
5.71%
6.65%
6.90%
7.31%
8.91%
Hubei Provi...
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
1am
2am
3am
4am
5am
6am
7am
8am
9am
10am
11am
12pm
1pm
2pm
3pm
4pm
5pm
6pm
7p...
Case Studies
Campaign Promotion – Ximalaya FM & McDonald’s
• Objective: Ximalaya FM partnered with McDonald’s to
promote its new in-app...
• Objective: Pizza Hut worked with Ximalaya FM to promote
its new menu in 2016;
• Mechanism:
o Pizza Hut offers its meal a...
Homepage of Caicai,
the podcast host :
753 k fans
Sun blocking umbrella
of Jiaoxia
• Objective: Jiaoxia partnered with pod...
THANKS
CHINA
NEW ZEALAND
Any Questions for the Report Are Welcomed !
T: +86 574 88111001
A: RM 1002, 93 Central Huaihai Rd...
Nächste SlideShare
Wird geladen in …5
×

Ximalaya FM is a big deal in China, here’s why you should be tuning in

4.559 Aufrufe

Veröffentlicht am

#XimalayaFM is China’s largest online audio platform, which boasts 40 million registered users and more than 10,000 daily uploads of content. The platform has 6 million daily active users who each spend, on average, 125 minutes on the site per day. The platform also features more than 5 million hosts providing seemingly endless opportunities for brands to partner with individuals and radio shows in a bid to promote their brand and generate greater awareness of products. Click to view the XimalayaFM Performance Report 16-17.

Veröffentlicht in: Soziale Medien
  • FREE TRAINING: "How to Earn a 6-Figure Side-Income Online" ... ➤➤ https://tinyurl.com/y3ylrovq
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • Stop getting scammed by online, programs that don't even work! ◆◆◆ http://scamcb.com/ezpayjobs/pdf
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier

Ximalaya FM is a big deal in China, here’s why you should be tuning in

  1. 1. Ximalaya FMPerformance, 16-17
  2. 2. Ximalaya FM is the largest online audio service platform in China. The Ximalaya FM platform enables users to share their knowledge and personal experience in specific fields through audio and personal podcast stations. Ximalaya FM has 40 million registered users, and 6 million daily active users who are attracted by the 10,000 daily uploaded audios of professional generated content (PGC). In 2014, Ximalaya FM completed its B round funding securing $50 million and was then valued at over ¥4 billion in 2015. Yu Jianjun, the founder of Ximalaya FM, has said his goal is to make Ximalaya FM the “Taobao” platform in the media world. To achieve this, Ximalaya FM set up its paid-content column in June 2016, to encourage professionals to sell their knowledge online. Then, on 3rd December, it created the “123 Knowledge” Day, in a bid to establish the first online paid-content festival in China. The 2016 “123 Knowledge” Day obtained a total sales volume of ¥50 million within just 24 hours, while 2017’s event attracted ¥196 million. A recent update from Ximalaya FM reveals its ARPU (average revenue per user) is over ¥90 in the first three quarters in 2017. Today, Ximalaya FM features 20 categories with 328 subcategories of content, and more than 5 million hosts and various forms of radio shows. The platform features podcast stations from retail brands such as Durex, China’s biggest news agency Sina and one of China’s most influential KOLs Luo Zhenyu. Ximalaya FM has also signed strategic partnerships with 60 big automotive brands, like BMW, Ford, Cadillac, etc. to provide in-car entertainment systems, for car drivers and passengers.
  3. 3. Overall
  4. 4. Core Competencies • Daily active users: > 6 million • Mobile phone users: > 330 million • Podcast hosts: > 5 million o Verified hosts: 200,000 • Total audio content: > 60 million • Daily audio content uploads: 10,000 • Categories: 20 • In-car entertainment: o Ximalaya collaborates with 60 original car manufactories and TSP solution providers. For example: BMW, Ford andCadillac. • Home entertainment: o >10,000 brands have partnered with Ximalaya FM. For example: the smart home products of Haier, Midea, Skyworth, Hisense, etc. User Content User Scenario
  5. 5. News App Ranking Ranking APP Monthly Active Users Ximalaya FM 40.56 million Qingting FM 18.30 million Lizhi FM 6.19 million QQ FM 5.82 million iFeng FM 3.30 million Top 5 Audio Apps Ranking by Monthly Active Users in 2016 Ranking APP Penetration Rate of WAU* Weekly Average Open Rate Ximalaya FM 1.195% 24.1 Irts FM 懒人听书 0.468% 41.7 Qingting FM 0.323% 21.3 QQ FM 0.186% 40.1 Lizhi FM 0.101% 42.2 Top 5 Audio Apps Ranking by Penetration Rate of Weekly Active Users (WAU) in Q2, 2017 1 2 3 4 5 1 2 3 4 5 Data Source: Analysys.cn *Penetration Rate of WAU = WAU Number of the App / the Total WAU in China’s Market Data Source: Cheetah Global Lab
  6. 6. Data Collected from Ximalaya.com by 18th Sep, 2017 Top Podcast Station in general - ranked by total fans number 喜马拉雅好声音 Ximalaya Good Voice 62,694,882 • A product of Ximalaya FM; • Subject: China music billboard; 1 罗辑思维脱口秀 Logic Show 6,726,472 2 • A talk show hosted by Luo Zhenyu, one of China’s most influential KOL; • Subject: Business, society, history. 郭德纲相声 Guo Degang’s Xiangsheng* 6,640,653 3 • The Xiangsheng performance (also known as cross talk) of Guo Degang, one of China’s most famous Xiangsheng performer; • Subject: Comedy performance (definition on wikipedia)
  7. 7. Data Collected from Ximalaya.com by 18th Sep, 2017 糗事播报 Funny Stories 5,381,998 • A product of Ximalaya FM; • Subject: funny stories, and entertaining jokes. 4 都市夜归人 Good Night City 5,370,665 5 • A product of Ximalaya FM; • Subject: a late night show broadcasting everyday to talk about urban life. 晓说2017 Morning Call 2017 5,149,546 6 • A talk show of Gao Xiaosong, a famous musician and music producer in China. He is also a movie director. • Subject: Xiaosong shares his knowledge and experiences about history, culture and society at home and abroad. Top Podcast Station in general - ranked by total fans number
  8. 8. Data Collected from Ximalaya.com by 18th Sep, 2017 罗辑思维脱口秀 吴晓波频道 冬吴相对论 Business 6,726,472 1,389,854 871,541 1 2 3 糗事播报 百思女神秀 段子来了 1 2 3 5,381,998 2,288,993 2,288,993 Variety Show 1 2 3 都市夜归人 晚上十点 和你在一起 5,370,665 4,721,969 1,814,032 Love & Life Top Podcast Station various categories - ranked by total fans number
  9. 9. Data Collected from Ximalaya.com by 18th Sep, 2017 晓说2017 百家讲坛 十点读书 History & Culture 5,149,546 4,081,604 1,477,199 1 2 3 有声的紫襟 青雪故事2010 大斌 1 2 3 3,152,193 1,720,980 1,562,905 Audio Book 1 2 3 一千零一夜频道 宠坏你的耳朵 皮皮鲁讲故事 5,370,665 4,721,969 1,814,032 Children Top Podcast Station upon different categories - ranked by total fan number
  10. 10. The “123 Knowledge” Day, 2017 On 3rd December, 2017, Ximalaya FM held its second annual “123 Knowledge” Day, an online paid- content event that invites professionals to sell their knowledge on Ximalaya FM. Total sales from the 2017 event, which ran from the 1st to 4th December, reached ¥196 million nearly four times the total sales from 2016’s event. Earlier this year, Ximalaya FM announced its ARPU (average revenue per user) is now more than ¥90. ¥196M Total sales volume generated on “123 Knowledge Day” of 2017 25~34 More than 70% of the users who joined the event this year are aged between 25 to 34. > 70% 3,000 3,000 professionals participated in
  11. 11. TOP1: EQ Course of Talk Show Host Kevin Tsai TOP2: A New Way to Learn New Concept of English [2+3] TOP4: Zhang Qicheng’s* Interpretation of Book of Changes * professor of the Traditional Chinese Medicine TOP5: The Art of Speaking Hosted by Talk Show Hosts Ma Dong & Kevin Tsai TOP3: Talk Show of Xiangsheng Performer Guo Degang TOP6: Financial Course of Yale Professor Chen Zhiwu “123 Knowledge” Day, 2017 TOP7: Life Management Course of Christina Zhang* * a well-known young entrepreneur TOP8: Time Management Course of Ye Wubin* *an expert of time management TOP9: Meng Man’s* Interpretation of Tang Poetry * a professor of Chinese History TOP10: A New Way to Learn New Concept of English [1]
  12. 12. Users
  13. 13. 30.08 million Monthly Active Users 6.12 million Daily Active Users 125.24 minute Average Time Spend / User / Day Overall Data Data Source: Analysys.cn, collected by Dec. 2016
  14. 14. 51.73% 48.27% VS Data Source: iResearch, collected by 27th Sep, 2017 Age 5.82% 15.53% 27.41% 28.82% 22.42% >40 36~40 31~35 25~30 <24 Gender & Age
  15. 15. Data Source: iResearch, Gathered by 28th Sep, 2017 3.50% 3.56% 4.02% 5.48% 5.63% 5.71% 6.65% 6.90% 7.31% 8.91% Hubei Province Hunan Province Sichuan Province Liaoning Province Henan Province Zhejiang Province Hebei Province Jiangsu Province Shandong Province Guangdong Province User Attribution: Regional Demographic
  16. 16. 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 8.0% 1am 2am 3am 4am 5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12pm Audio Book 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 8.0% 9.0% 10.0% 1am 2am 3am 4am 5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12pm General Peak Time Peak Time Peak Time Peak Time Preferred Listening Time
  17. 17. Case Studies
  18. 18. Campaign Promotion – Ximalaya FM & McDonald’s • Objective: Ximalaya FM partnered with McDonald’s to promote its new in-app function, Shake, in 2016; • Mechanism: Users will get a gift voucher of McDonald’s multi-layer Himalaya Ice-cream Cone by shaking their smart phones while listening to the music played on Ximalaya FM; • Results: o Campaign timeframe: 1 week; o Participants: > 4.9 million people; o Redeemed: 2.45 million people. The Himalaya* Ice-cream Cone * Himalaya=Ximalaya
  19. 19. • Objective: Pizza Hut worked with Ximalaya FM to promote its new menu in 2016; • Mechanism: o Pizza Hut offers its meal allowance to the top 50 podcast hosts on Ximalaya FM; o Participating hosts mentioned the offer in their podcast asking audiences to share their stories with Pizza Hut in the comments to win the meal allowance. • Results: o Campaign timeframe: 10 days; o Participants: 41 hosts; o Broadcasting: > 2 million times in total. Fan Meetings in Pizza Hut Campaign Promotion – Pizza Hut
  20. 20. Homepage of Caicai, the podcast host : 753 k fans Sun blocking umbrella of Jiaoxia • Objective: Jiaoxia partnered with podcast host Caicai, to promote its sun blocking umbrella in 2015; • Mechanism: o Caicai created a podcast episode around the topic of sun production when playing outdoors to broadcast the campaign information naturally in the podcast; o Audiences of Caicai recieve an extra gift when buying the umbrella; • Results: o 2,000 umbrellas sold within 1 minute; o Nearly 20,000 umbrellas are sold in the first day. Sun Blocking Umbrella + Caicai Campaign Promotion – Jiaoxia
  21. 21. THANKS CHINA NEW ZEALAND Any Questions for the Report Are Welcomed ! T: +86 574 88111001 A: RM 1002, 93 Central Huaihai Rd, Shanghai Times Square Office Building, Huangpu District, Shanghai, China T: +64 9 8899297 A: BizDojo Takapuna, level 3 Partners Life House, 33-45 Hurstmere Road Takapuna, Auckland E: sales@ums.co.nz

×