Growth Hacking an Audio Sharing Platform with Tian Sun

Getting your app off the ground in China is tough. No matter what industry, internet companies not only need to have a great product, but they also must use data, analytics, and growth hacking to gain an advantage on the competition.  

In this area, there are plenty of lessons to learn from Ximalaya App, the biggest audio sharing platform in China with 530 million users and 73% market share. This podcast platform and content marketplace has dominated the Chinese “pay-for-knowledge” industry, which last year was valued at seven billion USD. A crucial reason for Ximalaya’s success is their smart use of data, from extensive A/B testing to an almost obsessive analysis of usage and bounce rates. 

At the center of this effort is Tian Sun, the Vice President of Business Intelligence Center at Ximalaya App. She has spearheaded Ximalaya’s efforts to utilize data on a daily basis to improve their app’s user experience and help creators make great content. This is a great conversation for anyone interested in how an industry-leading company is using data in exciting and efficient ways. 

Show notes:

[02:36] Introducing Tian Sun
[03:42] What is Ximalaya?
[05:49] What makes podcasting in China different?
[06:51] How people use Ximalaya
[07:54] How Ximalaya uses data, analytics, and growth hacking
[10:44] Using data and A/B testing to improve the customer experience
[12:18] Data and customer acquisition
[14:09] How Ximalaya launched a paid content marketplace and how young Chinese people consume content
[18:14] The rise of audiobooks, micro-lessons, and more
[19:54] Steps Ximalaya took to succeed in the “pay-for-knowledge” industry
[23:38] How platforms help content creators and KOLs
[25:29] Biggest trends in podcasting in China
[26:49] The future of Ximalaya and a new AI speaker

If you would like to get in touch with Tian Sun, you can find her on Linkedin https://www.linkedin.com/in/tian-sun-17243485/

Many thanks to our host Ryan Shuken, guest Tian Sun, editors David and Geep, producer Eva Shi, organizer Chinaccelerator, and sponsor People Squared. Be sure to check out our website www.chinaccelerator.com

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Music Credits: Adam Place founder of Nusic  (https://nusic.com.cn/)