而她们不是孤例。在播客上，还有被简称为"真机花文"的四大金花播客——《天真不天真》（杨天真主持）、《随机波动》（傅适野、冷建国和张之琪主 持）、《岩中花述》（陈鲁豫主持）、《思文，败类》（思文和袁袁主持），正以博学多识吸引百万订阅。 2025年9月的一个夜晚，许飞《笨鸟先飞》北京演唱会落幕，等候合影的粉丝队伍蜿蜒成长龙。人群中，许多身着校服的10后女孩格外醒目——她们不是 许飞粉丝，而是专程为惊喜嘉宾詹青云和庞颖而来。面对媒体采访，她们对詹青云与庞颖的播客节目如数家珍，从《像律师一样思考》到《像辩手一样思 考》…… 从《奇葩说》走红的詹青云，如今已将主阵地转向播客，她与庞颖被听众亲切地称为"姐姐"，成为声音世界被认为有品质的"新流量"。 她们在播客中关于女性议题的深度探讨，被网友誉为"姐学"，成为一种独特的文化现象，并开始绽放商业价值。 不过，"姐学"虽然是女性主义的新表达，但一旦多了，就会成为批量生产的"模版"，这是姐学的隐忧。 播客上的"姐学"长什么样 "真的吗？我不信。"说起这句网络梗，许多人会想起主持人陈鲁豫。 前几年，网络上各种陈鲁豫的"名场面剪辑"满天飞。从独特的发型，到让人尴尬的提问方式，再到2 ...

特稿原文的原标题为《宛若神迹》。阿娇最喜欢这个标题，或者可以说，只喜欢这个标题。很遗憾，出 于一些原因，无法使用。 本文来自微信公众号：特稿痴迷者的采矿车，作者：谢梦遥，题图摄影：尹夕远，原文标题：《柱子哥 特稿被删掉的几处闲笔》 一 二 她记得一个网上的男生，典型的金融男，来雅加达出差时私信约她见面吃饭。她没有将其看成一个约 会，这样的邀约有很多，如果不是跟陌生人一起，就要自己觅食，所以又何妨呢？但那次见面之所以变 得特别，是因为聊天逐渐走心，在雅加达温热晚风中，他们交换彼此生命中最深的秘密，并公布真实身 份。午夜时分，他们一起搭车离开。她住处近，先下车了。过一会儿，她收到他的表白。 就是这样，什么也没有发生。她再也没有见过那个世界上唯一知道她秘密的男人。 四月一个普通周四下午，上海陆家嘴摩天楼群中的一个会议室，阿娇（让我们这么叫她吧，这是她其中 一个网名）快步走进来。她有阵子没回到她执业的这个律所了，穿上职业装的感觉真好。她身高近一米 七，抹着鲜艳的口红，戴着一副尖边脚的白框眼镜，看起来颇为犀利、干练。眼镜是她的佩饰，她有十 几副，换一个就是一种风格，今天用她的话说是，"lady boss"。 她去哪儿都 ...

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]