# corporate branding

NIO’s First Lady Goes On Air: Podcasting, Personal Brands and Corporate PR in China

Wang Yizhi, wife of NIO founder Li Bin and a former CCTV anchor, has launched a documentary-style podcast focused on women’s stories. Her move echoes similar efforts by other high-profile business spouses and coincides with improving financial signals at NIO and the broader Chinese podcast boom, highlighting how personality-driven content is becoming part of corporate communications strategies in China.