从"尝鲜"到"常态"，基金公司集体布局播客，抢占投资者"耳朵阵地"。 2025年以来，多家基金公司相继布局播客——富国基金、大成基金、银华基金、景顺长城基金、嘉实基金、汇添富基金、财通基金等公募密集推出播客栏 目；与此同时，更早入局的华夏基金、中欧基金、天弘基金等机构则保持着常态化更新，华夏基金《大方谈钱》在春节期间仍推出特别节目。从新玩家的 密集入场，到老玩家的稳定运营，播客正在从基金公司的"试水之作"沉淀为投资者服务的常规配置。 春节期间持续"上新" 从更新频率看，部分头部账号已形成稳定运营节奏。华夏基金《大方谈钱》自2024年9月开播以来保持高频更新，春节期间仍推出《新春疗愈：爱自己才 是一切的答案》特别节目。 与此同时，行业分化同样明显，部分早期入局账号已出现断更或仅做内容同步，播客运营的持续性考验基金公司的内容生产能力。 国泰基金旗下《泰客Talk》推出后，收获了大批高认知年轻听众，评论区互动积极。"音频形式能让嘉宾更真实、立体地展现自己，与听众产生真实的情 感交互。"国泰基金认为，这种"去距离感"的呈现，让投资者感受到基金经理作为"人"的真实一面，包括其思考逻辑、市场态度和行业判断。 大成基金20 ...

Core Insights - The podcasting trend among fund companies is shifting from experimentation to a regular service offering for investors, with multiple firms launching and maintaining podcast programs to engage with their audience [1][3]. Group 1: Industry Trends - Since 2025, several fund companies, including 富国基金, 大成基金, and 银华基金, have launched podcast programs, indicating a collective move towards this medium [1]. - The Chinese podcast market is experiencing rapid growth, with an estimated audience of over 150 million listeners by 2025, and the 小宇宙 platform adding 64,000 new podcast programs and nearly 700,000 episodes [2]. Group 2: Content and Engagement - The unique nature of financial content drives demand, as it directly relates to personal finances, and the need for investor engagement is heightened by external market volatility [3]. - Podcasts provide a more relatable and immersive experience compared to traditional educational methods, allowing for deeper discussions on financial topics and fostering a sense of companionship for listeners [3][4]. Group 3: Operational Challenges - Despite the increasing popularity of fund podcasts, challenges persist in maintaining high-quality content, requiring significant investment in production and ongoing engagement strategies [5]. - The operational demands of podcasting are comparable to running a small content organization, necessitating expertise in both information delivery and emotional resonance with the audience [5]. Group 4: Future Outlook - Many public funds believe that podcasts will play a crucial role in transitioning from a sales-oriented approach to a customer-centric model, emphasizing the importance of new media in the competitive landscape of fund management [5].

Core Viewpoint - The rise of brand-owned podcasts reflects a shift in marketing strategies, emphasizing content creation over traditional advertising methods, allowing brands to build trust and engage with consumers on a deeper level [3][21][40]. Group 1: Growth of Podcasts - The Chinese podcast market saw significant growth, with the number of podcasts increasing from 11,000 in June 2020 to 42,000 by June 2024 [3][5]. - Over 30 brands have ventured into creating their own podcasts in the past five years, including luxury brands like GIADA and LV, as well as tech companies like Feishu and retail brands like Sam's Club [11][20]. Group 2: Popularity of Brand Podcasts - The most popular brand podcasts often fall into two categories: those providing practical value, primarily in tech and finance, and those focusing on the "spiritual world" of contemporary individuals [14][16]. - Notable examples include GIADA's "岩中花述" with 121,000 subscribers and Feishu's "组织进化论" with 27,000 subscribers [11][14]. Group 3: Reasons for Brand Podcasting - Brands are increasingly opting for self-produced podcasts to create content that feels less like advertising and more like genuine engagement, fostering trust with consumers [21][40]. - The podcast format allows for deeper storytelling and connection, appealing to a younger, educated audience that values both information and emotional engagement [25][28]. Group 4: Podcast Production Insights - Successful podcasts often rely on the charisma of hosts and the expertise of guests, with a focus on creating valuable content that resonates with listeners [31][39]. - Brands are encouraged to balance professional insights with relatable content to lower barriers for understanding complex topics, especially in finance [40][41]. Group 5: Challenges and Opportunities - Despite the potential for engagement, brands face challenges in reaching wider audiences, as emotional connections are often more effective than functional value in attracting listeners [40][41]. - High-quality content and genuine emotional resonance are key to building a brand's trust asset through podcasts [39][42].

Core Viewpoint - The rise of self-produced podcasts by brands is a significant trend, driven by the need for deeper engagement and connection with consumers, moving away from traditional advertising methods [7][18][22]. Group 1: Growth of Podcasts - The number of Chinese podcasts surged from 11,000 in June 2020 to 42,000 by June 2024, indicating a robust growth in the medium [6]. - Over 30 brands have ventured into self-produced podcasts in the past five years, including luxury brands like GIADA and LV, as well as tech companies like Feishu and Zhihu [11]. Group 2: Types of Brand Podcasts - Two main categories of self-produced podcasts have emerged: those focusing on practical value (e.g., career and finance) and those exploring the "spiritual world" of contemporary individuals [15][16]. - Popular examples include Feishu's "Organizational Evolution" and GIADA's "Rock in the Flower," which cater to different audience needs [15][16]. Group 3: Reasons for Brands to Produce Podcasts - Self-produced content allows brands to create a more authentic connection with consumers, moving away from overt sales tactics [18][19]. - Brands are increasingly choosing podcasts as they offer a platform for deeper storytelling and engagement, particularly appealing to younger, educated audiences [22][23]. Group 4: Audience Characteristics - Podcast listeners are predominantly young, with 70% being post-90s and post-00s, and they tend to be well-educated and have higher income levels [28]. - The audience is concentrated in first-tier and new first-tier cities, with a significant portion holding bachelor's degrees or higher [25]. Group 5: Production Process and Challenges - The production process for brand podcasts is described as flexible and lightweight, allowing for high-value content creation with relatively low effort [29][30]. - Despite the potential for engaging content, brands face challenges in reaching wider audiences, as emotional connections are often more effective than functional value in attracting listeners [41][42].

Core Insights - The rise of Chinese podcasts has been significant, with the number of podcasts increasing from 11,000 in June 2020 to 42,000 by June 2024, indicating a growing trend in content consumption [2] - Brands are increasingly creating their own podcasts, moving away from traditional advertising methods to engage consumers more authentically [3][4] Brand Engagement in Podcasting - Over 30 brands have started producing their own podcasts in the past five years, including luxury brands like GIADA and LV, and tech companies like Feishu and Zhihu [6] - Brand-owned podcasts allow for greater control over content and messaging compared to third-party collaborations [4] Types of Brand Podcasts - Two main categories of brand podcasts have emerged: those focusing on practical value (e.g., career and finance) and those exploring contemporary issues related to brand philosophy [7][8] - Examples include Feishu's "Organizational Evolution" podcast, which shares workplace insights, and GIADA's "Rock in the Flower," which discusses women's issues [7][8] Reasons for Brand Podcasting - Brands prefer self-produced podcasts as they foster a sense of trust and authenticity, moving away from overt sales tactics [9] - Podcasts are seen as a way to convey brand values and engage with a curious, educated audience, particularly among younger demographics [12][13] Audience Characteristics - Podcast listeners tend to be younger, well-educated, and have higher income levels, with a significant portion being from first-tier and new first-tier cities [12][13] Production Process - The production of brand podcasts is described as flexible and lightweight, allowing brands to create high-value content with relatively low effort [14] - Successful podcasts often focus on storytelling and emotional engagement, making complex topics more relatable [19] Challenges and Strategies - Brands face challenges in reaching wider audiences, particularly in balancing functional and emotional value in their content [20] - Financial podcasts, for instance, aim to simplify complex topics to resonate with a broader audience [20] Conclusion - Brand-produced podcasts represent an effective communication strategy, emphasizing quality content and genuine engagement over direct marketing efforts [21]

【导读】深度 | 声音的力量：基金业"播客战" 中国基金报记者 曹雯璟 2024年年中，多家基金公司悄然入局播客，试图在喧嚣的市场中以"声音"建立新的触达渠 道。如今，这场"尝试"已走过第一个年头。从理财小白到投资达人，不同类型的听众在"耳朵 经济"中找到了自己的内容港湾。播客，这种看似"慢热"的媒介，正成为基金公司讲述品牌故 事、传递投资理念的新舞台。 一年间，这场声音实验悄然生根，既有试探中的犹豫，也有坚持后的惊喜。业内人士表示， 对基金公司而言，这是一条连接专业深度内容与用户持续信任的新赛道，更是一场赋能投资 的价值对话。 超20家入局 基金业"播客战"启幕 目前，已有超过20家基金公司入局喜马拉雅、小宇宙等播客平台，用声音讲解行情脉络、拆 解投研逻辑，节目内容覆盖多个财经垂类，让原本冰冷的数据与观点，在耳机里变得鲜活可 感。 以小宇宙平台为例，数据显示，订阅量最高的 华夏基金播客栏目《大方谈钱》 ，订阅量接近 7.5万人次；最受欢迎的一期节目聚焦家庭理财矛盾，播放量近12万人次。紧随其后的是 中 欧基金播客栏目 ，订阅量超2.9万人次；最受欢迎的一期节目聚焦特朗普关税风暴下的全球资 产配置，播放量近1 ...