Name: Profound Marketing Strategy Of Youku | 2025 |IIDE
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<div class="raw-html-embed"><div data-bglz="1" class="et_pb_text_inner"><h2><b>About Youku – Company Overview</b></h2><p><img decoding="async" class="wp-image-347196 alignnone size-medium" src="https://iide-media.blr1.cdn.digitaloceanspaces.com/production/upload-1736878057213-d2a2be9581b9cb204930ded51e2df498.webp" alt="marketing strategy of Youku - logo" width="300" height="169"></p><p>Source – WorldContentMarket</p><p><span style="font-weight: 400;">Youku Tudou Inc. (formerly Youku Inc.), </span><span style="font-weight: 400;">doing business as</span><span style="font-weight: 400;"> Youku is a </span><span style="font-weight: 400;">video hosting service</span><span style="font-weight: 400;"> based in </span><span style="font-weight: 400;">Beijing</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">China</span><span style="font-weight: 400;">. It operates as a subsidiary of </span><span style="font-weight: 400;">Alibaba Group Holding Limited</span><span style="font-weight: 400;">.</span></p><p><span style="font-weight: 400;">Youku has its headquarters in the Sinosteel Plaza in </span><span style="font-weight: 400;">Haidian District, Beijing</span><span style="font-weight: 400;">.</span></p><p><span style="font-weight: 400;">On March 12 2012, Youku agreed to merge with </span><span style="font-weight: 400;">Tudou</span><span style="font-weight: 400;"> in a stock-for-stock transaction, the new entity being named Youku Tudou Inc. In 2014, it had more than 500 million </span><span style="font-weight: 400;">monthly active users</span><span style="font-weight: 400;">, with 800 million daily video views.</span></p><p><span style="font-weight: 400;">Youku is one of China’s top online video and streaming service platforms, along with </span><span style="font-weight: 400;">iQiyi</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">Sohu</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">LeTV</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">Tencent Video</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">PPTV</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">56.com</span><span style="font-weight: 400;">, etc. However, Youku’s domination in the Chinese market was toppled by its competitor Baidu’s </span><span style="font-weight: 400;">iQiyi</span><span style="font-weight: 400;"> in 2015.</span></p><h2><b>Quick Stats&nbsp;</b></h2><div data-bglz="1" class="dcf-overflow-x-auto" tabindex="0"><table class="dcf-table dcf-table-bordered dcf-table-striped dcf-w-100%"><thead><tr><th scope="col">CEO</th><th scope="col">Victor Koo</th></tr></thead><tbody><tr><th scope="row">CMO</th><td data-label="Victor Koo">Yawei Dong</td></tr><tr><th scope="row">Area served</th><td data-label="Victor Koo">China</td></tr><tr><th scope="row">Industry</th><td data-label="Victor Koo">Internet (Video hosting service)</td></tr><tr><th scope="row">Revenue</th><td data-label="Victor Koo">US$649.5 million (2014)</td></tr><tr><th scope="row">Vision</th><td data-label="Victor Koo">–</td></tr><tr><th scope="row">Tagline</th><td data-label="Victor Koo">“what you love to watch is on the air”.</td></tr></tbody></table></div><h2><b>Marketing Strategy of Youku –</b></h2><p><span style="font-weight: 400;">Let’s learn about the marketing strategies of Youku!</span></p><h3><b>Segmentation, Targeting, and positioning</b></h3><p><span style="font-weight: 400;">Youku boasts an attractive user base of predominantly 18-to-30-year-old white-collar workers, with a female skew. Unsurprisingly, China’s online video explosion has also seen a surge in advertising with inventory prices skyrocketing as platforms become saturated with commercial content and Youku is no exception.</span></p><p><span style="font-weight: 400;">After YouTube was blocked in mainland China in late 2007 — when YouTube launched a Chinese version of the site — Youku and Tudou became the go-to online video platforms for Chinese netizens.</span></p><h3><b>Marketing Campaigns</b></h3><p><span style="font-weight: 400;">According to Frank Ming Wei, Senior Vic President at Youku, the video hosting service offers luxury brands access to hitherto difficult-to-reach territories: “…their nationwide reach is helping these brands make inroads into second-and third-tier cities where they had previously not had strong footholds.”</span></p><p><span style="font-weight: 400;">Examples of Luxury Branded Channels on Youku</span></p><p><span style="font-weight: 400;">Burberry</span><span style="font-weight: 400;"> – promotional films of collections and exclusive videos.&nbsp; Youku is one of the platforms used by Burberry to launch seasonal campaigns.</span></p><p><span style="font-weight: 400;"> A popular hit that helped to attract a sizeable audience was a 2012 promotional video that coincided with the label’s Autumn/Winter collection. It featured a British actress alongside a musician who composed and performed an exclusive song.</span></p><p><span style="font-weight: 400;">Cartier</span><span style="font-weight: 400;"> – adverts and short-themed films organized into several categories – Jewellery Collection, Watch Series, Brand Style, and Brand Microfilm.</span></p><p><span style="font-weight: 400;">Louis Vuitton</span><span style="font-weight: 400;"> – glossy, well-produced short videos that are organized into different sections including Louis Vuitton Travel, The Story of Louis Vuitton, and Louis Vuitton Art</span></p><h3><b>Social media marketing</b></h3><p><span style="font-weight: 400;">Youku is active on Social Media like Instagram, LinkedIn, Twitter and Facebook.&nbsp;</span></p><ul><li>Instagram – 135K</li><li>Facebook – 131K</li><li>Twitter – 75.5K</li><li>LinkedIn – 4.2K</li></ul><h3><b>SEO Strategies</b></h3><p><img decoding="async" class="aligncenter wp-image-347696 " src="https://iide-media.blr1.cdn.digitaloceanspaces.com/production/upload-1736878057802-2f994bd4504208924b7c091388e873f2.webp" alt="Marketing Strategy of Youku - Ubersuggest seo screenshot" width="512" height="634" data-srcset="https://iide.co/wp-content/w3-webp/uploads/2022/10/Screenshot-258.pngw3.webp 512w, https://iide.co/wp-content/uploads/2022/10/Screenshot-258-480x595.png 480w" sizes="(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 512px, 100vw"></p><p style="text-align: center;">Source – Ubersuggest</p><p>As per SEO analysis, organic keywords low than 500 are bad, above 1000 are good and above 10,000 are amazing. As shown Youku has 5,679 keywords which are good. Also, monthly visits above 20,000 are considered good and they have 126K monthly traffic which is great.</p><p><b style="color: #333333; font-size: 22px;">ECommerce Strategies</b></p><p><span style="font-weight: 400;">If we talk about e-commerce strategies YOUKU has an application from where we can get access to watch videos. Besides that, they </span><span style="font-weight: 400;">offer luxury brands access to hitherto difficult-to-reach territories, their nationwide reach is helping these brands make inroads into second-and third-tier cities where they had previously not had strong footholds. Examples are Louis Vuitton, Burberry etc.</span></p><h3><strong>Influencer Marketing&nbsp;</strong></h3><p>Youku has 25 Chinese content creators /Influencers who promote the brand around china.</p><h3><strong>Mobile Apps&nbsp;</strong></h3><p>Youku has a mobile app named ‘YOUKU’. It provides various Chinese dramas and films. It has ratings of 3.8 and 10L+ Downloads.</p><p><b style="color: #333333; font-size: 22px;">Content Marketing Strategies</b></p><p><span style="font-weight: 400;">Youku is very active on social media. They continuously post teasers and short clips of the shows that they will release on Youku. This gives the user information beforehand about the content available on Youku.</span></p><p>We have come to the end of the blog. Let’s conclude our learning below</p></div></div>

<div class="raw-html-embed"><div data-bglz="1" class="et_pb_text_inner"><h2><b>Conclusion – What’s unique about the marketing strategy of Youku?</b></h2><p><span style="font-weight: 400;">In the marketing strategy of Youku, we got to know that after youtube got banned in China, Youku has been getting a lot of viewers. It has collaborated with a lot of high-end brands and made a good name for itself.</span></p><p><span style="font-weight: 400;">With the increasing importance of digital marketing, learning about the growing field is an important step. If you would like to learn more and develop skills, check out </span><a href="https://iide.co/online-digital-marketing-course/?swcfpc=1"><span style="font-weight: 400;">IIDE’s 4 Month Digital Marketing Course</span></a><span style="font-weight: 400;"> to learn more.</span></p><p><span style="font-weight: 400;">We hope this blog on the marketing strategy of Youku has given you a good insight into the company’s marketing strategies.</span></p><p><span style="font-weight: 400;">If you like such in-depth analysis of companies just like the marketing strategy of Youku, check out our </span><a href="https://iide.co/case-studies/swot-analysis-of-suzuki/?swcfpc=1#:~:text=IIDE%20Knowledge%20portal."><span style="font-weight: 400;">IIDE Knowledge portal</span></a><span style="font-weight: 400;"> for more fascinating case studies.</span></p><p><span style="font-weight: 400;">Thank you for taking the time to read this, and do share your thoughts on this case study of the marketing strategy of Youku in the comments section below.</span></p></div></div>

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In this blog, we have mentioned the marketing strategy of Youku with the company overview and STP Analysis

Profound Marketing Strategy Of Youku | 2025 |IIDE

<div class="raw-html-embed"><div class="et_pb_text_inner"><p><span style="font-weight: 400;">In a previous article, we learned about the detailed Marketing Strategy of </span><a href="https://iide.co/case-studies/marketing-strategy-of-invideo/"><span style="font-weight: 400;">InVideo</span></a><span style="font-weight: 400;">. In this blog, we will get to know about the </span><b>marketing strategy of Youku</b><span style="font-weight: 400;">, </span><span style="font-weight: 400;">a video hosting service based in Bejing, China. It operates as a subsidiary of </span><span style="font-weight: 400;">Alibaba Group Holding Limited.</span></p><p><span style="font-weight: 400;">The purpose is to gain insights into Youku and how it became </span><span style="font-weight: 400;">one of China’s top online video and streaming service platforms.</span></p><p><span style="font-weight: 400;">So, as you can see, the world is fully online now, and marketing is the rib of every industry. If you are interested in marketing, check out our </span><a href="https://masterclass.iide.co/video/digital-marketing-fundamentals?utm_source=Blog&amp;utm_medium=Internal_Link&amp;utm_campaign=MasterClass"><span style="font-weight: 400;">Free Masterclass on Digital Marketing </span></a><span style="font-weight: 400;">by the CEO and founder of IIDE, Karan Shah.</span></p><p><span style="font-weight: 400;">We will learn about Youku’s marketing strategy by the end of this blog. Before getting deep into it, let’s start with the company’s brief introduction.</span></p></div></div>

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