{"id":48649,"date":"2025-11-26T11:07:02","date_gmt":"2025-11-26T11:07:02","guid":{"rendered":"https:\/\/daoinsights.com\/?p=48649"},"modified":"2025-11-26T11:09:02","modified_gmt":"2025-11-26T11:09:02","slug":"on-podcast","status":"publish","type":"post","link":"https:\/\/daoinsights.com\/news\/on-podcast\/","title":{"rendered":"On launches a Shanghai-rooted running podcast for China\u2019s fitness boom\u00a0"},"content":{"rendered":"\n<p>On (\u6602\u8dd1) has taken its marketing to the street with the launch of a China-based podcast. The On podcast (On\u6602\u8dd1\u54c1\u724c\u64ad\u5ba2) <a href=\"https:\/\/www.xiaoyuzhoufm.com\/podcast\/69158578d3a3470555363209\" target=\"_blank\" rel=\"noreferrer noopener\">launched on Xiaoyuzhou<\/a> (\u5c0f\u5b87\u5b99), China\u2019s leading podcast app. The format works more like a running companion than a typical podcast. Yes, it features a host and a guest, but the two narrate a running route together, discussing the city setting, the nuances of the route, and even setting a pace.&nbsp;&nbsp;<\/p>\n\n\n\n<p><strong>In this way the episodes are highly localised. <\/strong>The first three episodes have all focused on the riverbanks of Shanghai, taking listeners on a lengthy running track that cuts through the most dramatic parts of the city. It\u2019s not gone unnoticed. So far the three released episodes have amassed over 65,000 listens.\u00a0\u00a0<\/p>\n\n\n\n<p>The podcast is something of a double down for On. <a href=\"https:\/\/www.investopedia.com\/on-sets-record-sales-on-demand-in-asia-pacific-and-strong-pricing-power-8694422?\" target=\"_blank\" rel=\"noreferrer noopener\">Asia Pacific was its fastest-growing region in 2024<\/a>, with sales more than doubling year-on-year for Q3. That turns the mainland into a high-priority market. On know they\u2019ll need to do more than drop products and score the praise of influencers.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" data-id=\"48652\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/11\/On\u6602\u8dd1\u54c1\u724c\u64ad\u5ba2EP01-_-\u548c\u59dc\u601d\u8fbe\u91cd\u6e29\u5fc3\u788e\u5761_1_On\u6602\u8dd1_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-768x1024.jpg\" alt=\"on podcast\" class=\"wp-image-48652\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/11\/On\u6602\u8dd1\u54c1\u724c\u64ad\u5ba2EP01-_-\u548c\u59dc\u601d\u8fbe\u91cd\u6e29\u5fc3\u788e\u5761_1_On\u6602\u8dd1_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-768x1024.jpg 768w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/11\/On\u6602\u8dd1\u54c1\u724c\u64ad\u5ba2EP01-_-\u548c\u59dc\u601d\u8fbe\u91cd\u6e29\u5fc3\u788e\u5761_1_On\u6602\u8dd1_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-225x300.jpg 225w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/11\/On\u6602\u8dd1\u54c1\u724c\u64ad\u5ba2EP01-_-\u548c\u59dc\u601d\u8fbe\u91cd\u6e29\u5fc3\u788e\u5761_1_On\u6602\u8dd1_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-400x533.jpg 400w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/11\/On\u6602\u8dd1\u54c1\u724c\u64ad\u5ba2EP01-_-\u548c\u59dc\u601d\u8fbe\u91cd\u6e29\u5fc3\u788e\u5761_1_On\u6602\u8dd1_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-800x1067.jpg 800w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/11\/On\u6602\u8dd1\u54c1\u724c\u64ad\u5ba2EP01-_-\u548c\u59dc\u601d\u8fbe\u91cd\u6e29\u5fc3\u788e\u5761_1_On\u6602\u8dd1_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248.jpg 1080w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" data-id=\"48650\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/11\/On\u6602\u8dd1\u54c1\u724c\u64ad\u5ba2EP01-_-\u548c\u59dc\u601d\u8fbe\u91cd\u6e29\u5fc3\u788e\u5761_3_On\u6602\u8dd1_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-768x1024.jpg\" alt=\"on podcast\" class=\"wp-image-48650\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/11\/On\u6602\u8dd1\u54c1\u724c\u64ad\u5ba2EP01-_-\u548c\u59dc\u601d\u8fbe\u91cd\u6e29\u5fc3\u788e\u5761_3_On\u6602\u8dd1_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-768x1024.jpg 768w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/11\/On\u6602\u8dd1\u54c1\u724c\u64ad\u5ba2EP01-_-\u548c\u59dc\u601d\u8fbe\u91cd\u6e29\u5fc3\u788e\u5761_3_On\u6602\u8dd1_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-225x300.jpg 225w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/11\/On\u6602\u8dd1\u54c1\u724c\u64ad\u5ba2EP01-_-\u548c\u59dc\u601d\u8fbe\u91cd\u6e29\u5fc3\u788e\u5761_3_On\u6602\u8dd1_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-400x533.jpg 400w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/11\/On\u6602\u8dd1\u54c1\u724c\u64ad\u5ba2EP01-_-\u548c\u59dc\u601d\u8fbe\u91cd\u6e29\u5fc3\u788e\u5761_3_On\u6602\u8dd1_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-800x1067.jpg 800w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/11\/On\u6602\u8dd1\u54c1\u724c\u64ad\u5ba2EP01-_-\u548c\u59dc\u601d\u8fbe\u91cd\u6e29\u5fc3\u788e\u5761_3_On\u6602\u8dd1_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248.jpg 810w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" data-id=\"48651\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/11\/On\u6602\u8dd1\u54c1\u724c\u64ad\u5ba2EP01-_-\u548c\u59dc\u601d\u8fbe\u91cd\u6e29\u5fc3\u788e\u5761_4_On\u6602\u8dd1_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-768x1024.jpg\" alt=\"on podcast\" class=\"wp-image-48651\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/11\/On\u6602\u8dd1\u54c1\u724c\u64ad\u5ba2EP01-_-\u548c\u59dc\u601d\u8fbe\u91cd\u6e29\u5fc3\u788e\u5761_4_On\u6602\u8dd1_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-768x1024.jpg 768w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/11\/On\u6602\u8dd1\u54c1\u724c\u64ad\u5ba2EP01-_-\u548c\u59dc\u601d\u8fbe\u91cd\u6e29\u5fc3\u788e\u5761_4_On\u6602\u8dd1_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-225x300.jpg 225w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/11\/On\u6602\u8dd1\u54c1\u724c\u64ad\u5ba2EP01-_-\u548c\u59dc\u601d\u8fbe\u91cd\u6e29\u5fc3\u788e\u5761_4_On\u6602\u8dd1_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-400x533.jpg 400w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/11\/On\u6602\u8dd1\u54c1\u724c\u64ad\u5ba2EP01-_-\u548c\u59dc\u601d\u8fbe\u91cd\u6e29\u5fc3\u788e\u5761_4_On\u6602\u8dd1_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-800x1067.jpg 800w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/11\/On\u6602\u8dd1\u54c1\u724c\u64ad\u5ba2EP01-_-\u548c\u59dc\u601d\u8fbe\u91cd\u6e29\u5fc3\u788e\u5761_4_On\u6602\u8dd1_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248.jpg 810w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" \/><\/figure>\n<figcaption class=\"blocks-gallery-caption wp-element-caption\"><sub>Locations from On&#8217;s first podcast. Images: Rednote\/On\u6602\u8dd1<\/sub><\/figcaption><\/figure>\n\n\n\n<p>While short-video remains the dominant fitness channel, it is also heavily saturated. Podcasts, by contrast, are far less crowded yet increasingly popular among young urban professionals looking for focused, screen-free content. And so podcasting makes good sense: the format gives them a way to occupy the workout itself, rather than simply talking about it. They\u2019ve put their brand in the ears of listeners right at the moment of effort.&nbsp;<\/p>\n\n\n\n<p>The launch also extends On\u2019s experience-first positioning into a new medium. <strong>The brand has traditionally leaned on run clubs, city activations and performance storytelling. Here, the experience is delivered when the user wants it, in a format with a far longer lifespan.<\/strong> If the format scales, we may see more local voices, more city-specific routes, and perhaps co-produced episodes with Chinese platforms.\u00a0<\/p>\n\n\n\n<p>This will all depend on whether the podcast is a hit. But On don\u2019t mess about. Last time we wrote about them <a href=\"https:\/\/daoinsights.com\/works\/how-federer-helped-on-build-its-china-story-through-impactful-community-action\/\" target=\"_blank\" rel=\"noreferrer noopener\">they\u2019d refurbished a set of tennis courts<\/a>. The marketing aim was longevity. There\u2019s no reason to believe they\u2019re going for anything less with this podcast.&nbsp;&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>On (\u6602\u8dd1) has taken its marketing to the street with the launch of a China-based podcast. The On podcast (On\u6602\u8dd1\u54c1\u724c\u64ad\u5ba2) launched on Xiaoyuzhou (\u5c0f\u5b87\u5b99), China\u2019s leading podcast app. The format works more like a running companion than a typical podcast. Yes, it features a host and a guest, but the two narrate a running route [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":48653,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[2],"tags":[74,17,7,62],"class_list":["post-48649","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-industries-digital-society","tag-industries-sport-fitness","tag-industries-technology","tag-news-marketing-branding","has-thumbnail"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>On launches a China-first running podcast<\/title>\n<meta name=\"description\" content=\"On has released a podcast. It takes recording on a run, following routes around Shanghai. 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