Bilibili (Bilibili) Operation Analysis Report

Bilibili, from its original video website centered around ACG culture to now having opened up more than 20 video sections, has continued to grow and evolve and has attracted countless young people to gather here, becoming the users and fans of this “small broken station”. So what magic does Bilibili have to win the hearts of young people? This article will analyze it from an operational perspective.

On the last day of 2019, many ACG fans finally had their own New Year's Eve party. 83,000 users gave Bilibili’s “The Most Beautiful Night” New Year’s Eve Gala a rare high score of 9.9. In the first four months of 2020, the "small broken station" has repeatedly become popular. A cloud disco made 270,000 people drunk. In addition, opinion leaders in various interest fields have moved in. Bilibili has taken another big step towards its dream of becoming the "Chinese YouTube".

This article mainly analyzes and discusses Bilibili's operating system, and strives to provide Internet practitioners with operational ideas or topics for conversation.

1. Product Overview

Bilibili was founded in June 2009 and was originally positioned as a video website for creating and sharing ACG (animation, comics, and games) content. Later, it gradually came into the public eye and evolved into a young trendy cultural and entertainment community with rich content and a good creative atmosphere. I prefer to call it "a hodgepodge of videos where everyone can have fun."

In the ten years since B Station was launched, it has opened up a total of 20 video sections including animation, TV series, domestic creations, live broadcasts, technology, and life. As of the fourth quarter of 2019, Bilibili's MAU reached 130 million, of which mobile MAU was 116 million. The product supports Andorid, iOS, and Web.

2. Product Positioning

In 2020, Bilibili will continue to be the main cultural community where young people in China gather. Calling itself the "Z Generation Paradise", Bilibili's business revenue structure will gradually weaken game profits and expand value-added services and e-commerce revenue.

1. Market Analysis

Video, as the main online activity of Chinese netizens, is a major category of Internet products. As of June 2019, video remains the second-largest application area in terms of average daily usage time per person on mobile devices.

Source: Analysys Qianfan

After nearly a decade of iteration, China's online video market has formed a basic form of division and rule by short and long videos. Short videos are mainly from Douyin and Kuaishou (WeChat’s video account function is in the internal testing stage); in terms of long videos, Tencent Video, iQiyi, and Youku are the dominant players. If Bilibili wants to continue to break out of its circle, it will face the pressure of traffic distribution and monetization from short videos, as well as the financial and copyright pressure from long videos. How to strike a balance between a good two-dimensional community atmosphere and popularization is a question that Bilibili operators need to think about.

As can be seen from the table below, iQiyi, Tencent Video and Youku have accumulated a large number of users. Among them, iQiyi and Tencent Video have accumulated about 100 million paying members due to continuous content development, such as idol training programs "Idol Producer" and "Produce 101", and interactive drama "The Origin of Buddha Head". This is also one of the sources of income for the two video platforms.

Since the main objects of user payment are different, Bilibili's premium membership attracts more two-dimensional users who have a strong demand for animation and TV series. After all, niche demand is difficult to form large-scale payment. As of June 30, 2019, Bilibili's monthly average paying users (MPUs) were only 6.3 million, and the user payment rate was 5.72%.

Source: 199IT

From 2018 to Q2 2019, the revenue of Bilibili’s business is as follows:

Source: Analysys Qianfan

Compared with the three leading long video platforms, Bilibili's market position has the following key points:

1. The market share started low, but the target group was clear: Generation Z youth with consumption potential.
2. Users have not yet developed the habit of paying, and they lack the monetization capabilities that short videos are good at.
3. Financial support is weak. The turbulent online video industry still cannot avoid burning money, and high-quality PGC requires strong investment.

2. Demand Analysis

Bilibili mainly meets the needs of Generation Z. There are 20 sections in the site, covering almost all the popular needs of the younger generation. From anime to e-sports, from general knowledge to electronic singing girls, from "study with me" to "big bowl of wide noodles". Barrage carnival has become a cultural phenomenon unique to Bilibili. A good community atmosphere depends on a virtuous cycle between content and users. Now let’s analyze user needs from the perspectives of content creators and content consumers.

1. Demands of content creators

1) Diversified creative atmosphere and harmonious community environment

Compared with mainstream online video platforms, Bilibili’s video user interaction rate is higher, and it is very common for works by up-loaders with more than one million followers to cause barrage of comments.

At the same time, there are a thousand Bilibilis in the eyes of a thousand users, and twenty different interest groups ensure that even the most niche content creators have the potential to become popular on Bilibili.

In addition, Bilibili is more user-friendly. Compared with communities with lower speech thresholds such as Weibo, there are fewer quarrels on Bilibili. When there are differences of opinion, more users use polite language and provide reasons and evidence. These are the soil for healthy operation of the community. Due to its high interaction rate and diverse and harmonious creative atmosphere, Bilibili is attracting many high-quality content creators.

The following figure shows the main content sections and rankings of Bilibili:

Source: ACGN Observation

2) A complete and beneficial up-host growth system

Similar to other content platforms (Weibo, WeChat public accounts), Bilibili's Creator Center can help up-hosts perform basic operations such as manuscript management, fan and interaction management, and data monitoring. This is a must for every content platform, and there is no need to applaud it here.

For small up-loaders with fewer than 200,000 fans, Bilibili has many series of daily activities to encourage them to create content. For example, the "BiliBili Rising Star Plan" is a regular activity specifically designed to support creators with less than 50,000 fans.

For up-hosts above the mid-level, the "ranking" entrance of Bilibili is the main channel for up-hosts to obtain traffic, and it is also the goal that many creators strive for.

As for the top up-hosts, we know that BiliBili selects the top 100 up-hosts every year and gives them the shiny "BiliBili Top 100 UP-hosts of xx Year" trophy. Lao Fanqie, the pride of Bilibili, when his fans exceeded 10 million, the official even made a video for him. Tell me if you are angry or not.

In addition, the content creators of Bilibili are cone-shaped, with mid-level up-loaders accounting for the majority. Lao Fanqie, who has the most fans on Bilibili, just broke through 10 million fans the day before yesterday.

3) The review speed needs to be accelerated

What Up-hosts are most dissatisfied with about Bilibili is that the review process is too slow and the video review queue is often full. The same content creator will publish his works on multiple platforms at the same time. If you don’t optimize this mechanism, Bilibili, I will only be able to go to Weibo to watch the barrage!

4) Profitability needs

During Bilibili's period of rapid growth, many video creators changed from part-time to full-time, and content teams began to emerge. As video quality improved, operating costs also increased. Many ups mainly rely on content output to support their families.

Generally speaking, the sources of income for up masters are as follows:

• Fans Charging
• Brand promotion cooperation
• Creation incentives at Station B

In response to brand promotion cooperation, Bilibili launched the Fireworks Business Order, which aims to match advertisers and up-hosts for business transactions. In addition, the bounty program is not only one of the initiatives of the cooperation between Bilibili and Alibaba, but also to a certain extent facilitates the monetization of up-masters' traffic. However, the exposure of e-commerce advertisements in the bounty program is somewhat abrupt, and the actual display is not outstanding.

2. Ordinary users (content consumers)

1) Content requirements

Above are the 24 partitions of Station B. Compared with other online video websites, the traffic distribution of each section of Bilibili is more even and its functions are more powerful, which also allows users with different interests and preferences to watch their favorite content on Bilibili.

2) Social needs

The importance of cultural communities lies in providing users with identity recognition and value expression. Up hosts can realize commercial value by monetizing traffic, while more ordinary users, as content consumers, mainly gain a sense of identity.

At the same time, people with common interests are more likely to become online friends through the social functions (comments, likes, coins, etc.) provided by the platform. In addition, relying on the ACG cultural circle, Bilibili regularly holds offline activities such as BW (Bilibili World) and BML (Bilibili Macro Link), providing social opportunities for ACG enthusiasts.

3) Experience needs

As an Internet product, whether the experience is smooth will directly affect the number of users.

• The visual experience of Bilibili is mainly based on the two-dimensional world, and details such as UI interaction uniformly reflect the anime style.
• In terms of content interactive experience, it is probably the video website with the best experience on the entire Internet. It is common for viewers to be collectively moved to tears by the comments.
• In terms of video playback experience, the loading speed is slow and the network requirements are higher than other online video platforms.
• In terms of search experience, since contributors do not focus on search optimization in their titles and the platform lacks a strong search recommendation mechanism, users sometimes find it difficult to accurately find their target videos.

3. User Analysis

1. User keywords: cultural confidence, moral self-discipline, knowledge literacy

As the largest PUGC video platform in China, Bilibili’s main task is to maintain a virtuous cycle between content and users. In February 2018, the "BiliBili Creation Incentive Plan" was released; in May 2019, the "Vlog Star Plan" was launched. Actions such as encouraging high-quality users to create high-quality content and officially producing documentaries quickly gained favor among the younger generation, with more and more Generation Z users flocking to Station X.

CEO Chen Rui has the most say on how to position Bilibili’s user base. The following is a passage from his speech at the 2019 China Internet Copyright Protection and Development Conference:

"Regarding our user group, there is a term called "Generation Z", which is mainly composed of users born in the 1990s and 2000s. I have summarized their three characteristics: cultural confidence, moral self-discipline and knowledge literacy . Cultural confidence means that the current Z generation has a more objective understanding of national style, traditional culture and China's own culture. At the same time, they are more confident and proud. Moral self-discipline comes from the fact that they have received better education and have a better material life since childhood. Knowledge literacy also comes from better education. They were born in an era of popularization of the Internet. They are a generation born on the Internet. Whether it is acquiring knowledge or finding their own interests and hobbies, it is much more convenient for them than for us who were born in the 1970s. Therefore, they will show some new characteristics in content consumption."

Source: Station B official website

2. User attributes

• Geographical attributes: Users are mainly concentrated in the more developed eastern regions.
• Crowd attributes: The age group is mostly under 29 years old; the number of male users is higher than that of female users.
• Interest attributes: The distribution of interests of Bilibili users is relatively scattered. Although games are at the top, the difference with travel, which ranks last, is only 15%. But it can be concluded that games, movies, music, book reading, etc. are the main interests of Bilibili users. (There is no ACG probably because Baidu Index does not have this category kkkkk)

3. User portrait

In order to describe the users of Station B, the author summarized (imagined) several typical scenarios based on the previous data:

Ji

A loyal anime fan, he knows all about classic Japanese and Chinese anime and has been immersed in the ocean of anime since junior high school. I often participate in offline 2D activities and have many friends in the circle.

Zhaimou

He is a highly myopic game fanatic who has his own favorite e-sports events and players. I have certain requirements for the level of game production and often watch the live broadcasts of my favorite e-sports anchors.

Xin

Female college students follow a lot of beauty and fashion bloggers and have a lot of free time to surf the Internet. Because my favorite bloggers contribute to Bilibili, I started exploring Bilibili and often watch its vlog channel.

Lei

Internet company employee. I surf the Internet mainly to relieve fatigue from work. I discovered a lot of interesting ghost videos on Bilibili and later spent most of my online time on Bilibili.

Yuan

He is an avid fan of a Korean group and has video editing skills. Since I found that videos edited from idols’ stage performances could get more positive reviews, I also went to Bilibili to try it out.

3. Product Operation

Actually, this is the main point. I wrote so much because I want to write 10,000 words.

1. Content operation mechanism

First of all, the content of Bilibili can be divided into three categories: UGC content created and contributed by up-masters (this is also the main force contributing to the cultural carnival phenomenon), self-made content produced by Bilibili, and content that has obtained the right to broadcast through copyright purchase (such as movies, animation series, etc.). The following will analyze the three categories of content one by one.

1. UGC content

Forming a closed content loop between creators and consumers is Bilibili’s basic skill. UGC content in a broad sense not only includes contributions from up-hosts, but also the likes, comments, and barrage content of ordinary users, which are important components of Bilibili content. The supervision and circulation of content are very important parts.

The following are the main features of Bilibili’s UGC content circulation mechanism:

1) Rich traffic entrances

Common community traffic entrances such as rankings, popular recommendations, etc. will be repeatedly distributed on multiple pages. In terms of distribution logic, Bilibili adopts a relatively fair traffic distribution mechanism, relying on fan relationships and interest-based distribution mechanisms, and making customized recommendations based on data such as user-focused topics.

2) Be friendly in recommending content to uploaders below the waist

The algorithm of Bilibili is as follows: Video weight = coins*0.4+collections*0.3+barrage*0.4+comments*0.4+plays*0.25+likes*0.4+shares*0.6.

The recommendation mechanism should be decentralized as much as possible, and the feed stream can be sorted according to "submission time". Up-masters with a relatively small number of fans will not have to worry about increasing their fans as long as they make good use of the creator activity area of ​​Bilibili and polish the quality of their videos.

3) Strong stickiness between content consumers and creators

Different from other content sharing platforms, Bilibili's unique barrage culture (three links, coin insertion) and push mechanism make the emotional connection between the up-host and his fans stronger. (After all, the up-loaders I like are all those I invested in with my hard work, one coin at a time) It is easy for up-loaders to gain a sense of accomplishment, and it is easy for ordinary users to gain a sense of identity. It is precisely because of such strong connections that not only have opinion leaders from many other platforms begun to move into Bilibili (such as the "Hardcore Half-Buddha Immortal" who gained millions of fans right after joining), but many brands have also begun to infiltrate, and the taste of capital is becoming stronger and stronger.

To verify the first point, the author will show the main traffic entrances of Bilibili.

Ps: Another very important traffic entrance is the search bar. I forgot to write it, so I’ll add a description here.

For high-quality videos with high interaction rates, Bilibili has many ways to expose you. Although it does take a little bit of luck to be recommended on the homepage, there are always more and more entrances for users who like to explore the world of Bilibili rather than just check the updates, such as popular posts and rankings within the section.

In terms of content quality control, Bilibili's early measures were indeed painstaking:

1) Small dark room

The Black Room is Bilibili’s user punishment disclosure platform. If a user violates the community guidelines and is punished by the administrator, he or she will be publicly listed in the black room (only representative cases are shown). The notice will not be deleted when the punishment ends, but will remain.

Put users who break the rules in a small black room, put their comments on the announcement and annotate them. It’s so difficult to be a keyboard warrior on Bilibili. The little black room is really my source of happiness.

2) Answer the questions and become a member

The threshold for posting barrages on Bilibili is very high. You need to have half an hour to meticulously answer a set of 100 questions. Although as the company gets closer and closer to capital in the future, it will inevitably lose control over user quality, but this spirit of educating users is what every brave and resourceful product manager should learn in this Internet world where everyone can be a consultant. You have to pass an exam before you can speak. Bilibili teaches us through practical actions that people are born with their mouths shut, and the harder you work, the more say you have.

3) Submission review

The manual review of manuscripts at Bilibili is very strict. Moreover, the main audit work is concentrated in the Wuhan branch, so slow speed is inevitable.

2. Bilibili content matrix

In order to better cater to the tastes of the younger generation and create a brand effect, Bilibili has launched a number of self-produced series, many of which have gone viral. For example, Bilibili is now a very strong documentary producer in China. Picky Douban users even gave "A String of Life" a high score of 9.0. Below is the content matrix produced by Bilibili.

Documentary:

• Life is boiling
• A string of life
• I am repairing cultural relics in the Forbidden City
• But there are books
• Guarding Jiefangxi

game:

• Ghost Adventure
• Music Spirit

Animation

• Daily life of the Immortal King
• Luo Xiaohei's War
• The Three-Body Problem (released in 2021)

3. Purchase copyrighted content

Online video platforms must spend money to purchase content, and Bilibili's main copyright purchases are anime series and movies. To break out of the circle, it has to compete with iQiyi, Tencent Video and Youku. After receiving investment from Alibaba and reaching cooperation with Tencent, Bilibili is currently purchasing a large number of high-quality movies, such as:

Source: Zhihu @RulinX

It is foreseeable that while bypassing blockbuster movies and avoiding huge financial losses, Bilibili purchases the copyrights of smaller niche movies according to the preferences of young people, and it is expected to develop into a commonly used film source library for people in their 20s in the future.

The above three parts are all in-site content. Oftentimes, the final blow to going viral is often not the animation series or evening parties hidden in the site. Off-site content operation is also very important (or let’s call it new media operation). Go ahead, editor!

4. Off-site content operation

The above is the B station account matrix. Many functional accounts such as the WeChat subscription account of "Bilibili Recruitment" are actually only used as navigation under specific needs, and regular updates and maintenance are not necessary. However, accounts like the Weibo account "Bilibili Danmu.com" and the Douyin account "Bilibili Comics" are not only the entry points for directing traffic from other platforms to this platform, but also bear the responsibility for official releases and public relations.

Take the example of Bilibili’s “China Traditional Costume Day” online gala in March. The event was very successful and became popular again. At the same time, the "China Traditional Clothing Day" account and topic have been launched on Weibo. The account currently has 21,036 followers, and the topic has been read 170 million times.

Using the Weibo account for preheating and continuous promotion is undoubtedly one of the many contributors to the success of this evening party. (Although everyone knows that off-site promotion of activities is probably a process like posting a message on Weibo and holding a lucky draw, few people can adapt to the situation and control the rhythm)

Regarding rhythm control , there are several details worth learning from this Weibo series:

1) The copywriting is concise and reaches users directly

The key to a short copy is precision rather than completeness. Just put a link up and anyone who wants to play can come in.

2) Control of the lottery time

When the lottery results are announced, the force of the punch is not on the winners, but on the people who are watching. The prize draw is conducted at the rhythm of the official event. With more people watching, the popularity of the event will naturally increase.

3) The end of the event can also cause a high response

For general activities, it is difficult to maintain a high level of popularity until the end, which is the same as most people cannot watch the Spring Festival Gala to the end. But if we look at the push above on March 28, nearly 50,000 people participated, and the level of interaction is still very high.

Off-site content mainly relies on new media operators, and departments work together to have special plans for key activities. They master the rhythm of manuscript release and better interact with each user, so that they can achieve twice the result with half the effort.

2. User operation mechanism

According to the official data updated by Bilibili, Bilibili has 130 million monthly active users and 1.1 million monthly active up-hosts. As China's largest cultural community for young people, a large number of users watch, share, comment on and even create videos of their interest on Bilibili every day. How to better connect content and users, users and users, and create a social ecosystem formed spontaneously by users is the key to user operation.

A common method of user operation is to establish a user incentive system. The general steps are:

1. Identify which user behaviors need to be incentivized, sort out a user growth path, and build a set of tasks corresponding to user levels;
2. Build a system of virtual items or virtual currency (points can also be considered a kind of virtual currency);
3. On this basis, attention should be paid to the creation of a user PK or competitive atmosphere, plus the stimulation and display of various honors, the most common form of which is the ranking list;
4. Pay attention to strengthening user guidance at every link.

Several details that need to be paid attention to in the incentive system:

1. Start by making it as simple as possible, just enough to excite existing users. When you find that some users are about to reach the top of the system, then increase the level, complexity and content of the system;
2. Try to give users a clear sense of purpose and a sense of control over their goals;
3. If you have created points or virtual currency, you must pay attention to the balance between the overall system point distribution and user point consumption.

After having a general understanding of the user incentive mechanism, let's study what Bilibili's user incentive system is like.

It should be clear that user level is the explicit framework of the incentive system, and the allocation of privileges and reward incentives for different levels are the engines that ensure the effectiveness of the system and that users can truly "catch the cold".

1. Membership Level

First of all, Bilibili membership is the ID card of an active user, and to become a member you need to answer questions. You can become a member only if you get 60 points out of 100 points.

The membership level setting of Bilibili is relatively simple, with a total of six levels. Different membership levels will grant different community privileges.

Experience points are the only basis for level division, and the operations performed by users while browsing Bilibili will directly accumulate experience points, as shown in the figure below. The acquisition of experience points is not complicated. The main purpose of such a mechanism is to set a threshold for user churn behavior, and the positive effect needs to be improved.

Different membership levels have different privileges, and young users of Bilibili still like this very much. After all, everyone envies the feeling of colorful barrages that stand out and occupy the high ground on the screen.

Summarizing the membership level mechanism of Station B, we can draw the following conclusions:

1. The role of this mechanism is more to retain users, but it is not so effective in encouraging users to be active;
2. Coin-throwing behavior is an important reference for experience points, and to a certain extent, it has an incentive effect on users' activeness on the site;
3. Membership upgrades depend on persistence. Most of the answers on Baidu about how to quickly upgrade the level of Bilibili are not feasible.

2. Coins

As one of the virtual currencies in Station B (the other is B-coin), the circulation of coins in the community creates a better social experience for both up-loaders and ordinary users. Many active up-loaders do not forget to add a sentence at the end of their videos: Don’t forget to triple-link or coin~

Coins are a way for users to express their support and appreciation for up-masters. Although it cannot bring direct benefits to contributors, it contributes a lot to maintaining the relationship between up-masters and fans.

Full members can support the manuscript by throwing coins through the "coin" function:

(1) 10% of the coins invested by the audience will be used as the UP host’s coin income reward;

(2) You can donate a maximum of 1 coin for a reprinted article, and a maximum of 2 coins for a self-made article. 2. Hover over the "gear icon", click "function window", and then click the "coin +1" button to donate a coin to the video.

Function of coins:

1. Maintain the relationship between fans and up masters;
2. One tenth of the total coins earned by the video will be used as the coin income for this time, contributing weight to the video and helping the video improve its ranking on recommendations and the homepage.

3. General Member

User operations follow the 80/20 rule. In order to better serve the 20% of users who contribute 80% of the total value, the platform will give more privileges to paying members. On Bilibili, paid members are called “premium members”.

The privileges of Grand Members are divided into the following four categories:

1. Content Privileges
2. Costume Privileges
3. Identity privilege
4. Audiovisual privileges

According to Bilibili’s financial report, it can be seen that the “live broadcast and other value-added services” of the premium membership is the second largest source of income for Bilibili, and its proportion is also increasing year by year. As mentioned earlier, Bilibili has 6.3 million paying users. Although the base is not large, the growth rate is still considerable as Bilibili purchases high-quality copyrights and continuously enriches its self-made content camp.

4. Maintaining relationships with creators

Bilibili's unique community atmosphere relies on a large number of up-hosts who continue to generate power. Although the overall fan base of B station up-masters is not as impressive as that of Weibo, they have stronger stickiness and more profound influence.

In order to encourage creators to produce high-quality works, Bilibili has put a lot of effort into many activities, recommendations, and rankings. At the same time, in many ways, Bilibili actually wants to be friends (or partners) with up-masters. This probably stems from the fine tradition of Bilibili when it was just a small website in 2009.

What actions has Bilibili taken to retain creators?

Every year, we select the top 100 up-masters - it is definitely very prestigious to have the B station certification on the list!

Personal customization for top up-masters - Bilibili personally made an animation for "Lao Fanqie", the first up-master to have over 10 million fans.

B station up master offline exchange meeting

In fact, many content platforms hold offline gatherings for opinion leaders to sit together and chat. For example, the early days of Zhihu. Emm, many authors of books I have read have talked about how they met xxx at offline Zhihu activities, and then praised Zhihu’s creators for maintaining the relationship.

Bilibili is no exception - in addition to the award ceremony for the top 100 up-masters, Bilibili has also launched a number of offline exchange meetings in different cities. This kind of activity can help creators learn from each other's production experience and expand their network. The so-called creator ecosystem is created in this seemingly ordinary activity.

Bilibili personal certification

Fan Medal

Many people may be unfamiliar with this thing. The fan medal is specifically used to help up hosts establish connections with fans. It is actually the same thing as the “iron fan” logo on Weibo. The fan badge is a UP exclusive fan badge, a must-have for true fans~

(III) Activity Operation

1. Offline activities

Students who are familiar with the ACG field of Bilibili should have heard of BML and BW. Bilibili promotes these two event brands to consolidate its national status in ACG.

It is worth mentioning that each BiliBiliWorld lasts for 3 days until 2018. And the live broadcast of each division is broadcast live on bilibili. The Bilibili Macro Link and Bilibili Macro Link VR are also broadcast live on bilibili every session. Friends who were unable to go for various reasons can watch the live broadcast on the official website of bilibili and share the happy atmosphere created by domestic enthusiasts and the wonderful performances brought by the actors and UP hosts.

Because Bilibili MacroLinkSP is a special performance of overseas actors and idols, it has been inconvenient to broadcast live over the years due to various copyright issues. I also hope that the official B station can solve the problem reasonably in the future.

(Source: Misty Rain Ella)

BW is an offline exchange meeting held by bilibili during the day, which covers almost all UP hosts in the B station area and is similar to an activity at a comic exhibition. As of 2018, BW has been held twice at the Shanghai World Expo Exhibition & Convention Center, from one venue in 2017 to three venues in 2018 (the fourth venue opened on the second day). The rapid development scale has attracted strong attention from ACG enthusiasts.

The first BW was held in Hall 1 of the Shanghai World Expo Exhibition and Convention Center from July 21 to 23, 2017.

The second BW was held in Halls 1 to 3 of the Shanghai World Expo Exhibition and Convention Center from July 20 to 22, 2018.

BW offline activities are divided into several small areas, divided into:

Main stage, game stage, dating stage, free stage, talk show stage, 2233 kitchen, catwalk stage, bilibili examination room, etc. There will be a corresponding live broadcast room for each event. Let partners on site and cloud partners share and enjoy BW offline theme activities.

In 2018, BW added an achievement system. By finding the check-in points in BW and experiencing the interactive games in BW, you can unlock achievement-based games in different save points in BW.

(Source: Misty Rain Ella)

The figure below shows the Baidu Index trend chart of the major ACG exhibitions in the country from October 2013 to the present. It can be seen that the gap between the two activities of Station B and CM is gradually narrowing at the end of the curve.

2. Online activities

What was the reason why Bilibili became popular in early 2020? It was because its online activities were booming. Whether it is the New Year's Eve party that millions of people called "make-up lessons", or the series of live broadcasts of "China Traditional Costume Day" mentioned earlier, or the "Cloud Disco" organized with Modern Sky. Isn't it just fun? Bilibili is the best at playing with young people.

IV. Conclusion

I wrote down several thousand words, which did not seem like a butchering of an animal for Bilibili, but rather a lesson for myself. Regarding the various operating mechanisms of Bilibili, what I have said before are just the most basic things that anyone can discover by browsing it for a day. This chapter is the final defense of my self-study course at Bilibili. Regardless of whether it is correct after a period of time, this is what I think of the various analyses circulating in the market:

1. B Station has a long way to go to break out of the circle

Personally, I think “breaking the circle” is quite helpless. After all, there is fierce competition among Internet products. No matter how good the ecology of the platform is, it is inevitable to fight in the slaughterhouse. If you don’t advance, you will retreat. Therefore, the weight of ACG is weakened, and the initial users are leaving because they feel that their original intention is no longer there. There is nothing that can be done about it.

No matter how much its content extends, and no matter how close its tentacles are to iQiyi, Tencent Video and Youku, Bilibili must adhere to one principle: maintain a warm and civilized community ecology. This requires a lot of persistence. For example, functions such as the "small black room", "discipline committee", "answer questions to become a member", etc., which made outstanding contributions to the good community atmosphere in the early days of Bilibili, cannot lower their standards or change their nature just because of the influx of new users. (Although I have seen a lot of disappointing comments in the past two days, which shows that these functions are indeed not as powerful as before)

2. Bilibili will not be “YouTube”, but will become itself

Perhaps Chen Rui's goal is to make Bilibili the YouTube of China in terms of user volume and revenue. Many viewers also have their own ideas. They compare Bilibili with many foreign video sites in a vivid way, trying to find the best match and become famous. But actually, it’s not right at all.

Many of the products we use in our daily lives have borrowed from foreign products in terms of functions and even positioning before they were first introduced. For example, I won’t go into details. But Bilibili is different. It was completely cultivated based on the aesthetics and lifestyle of young Chinese people. For example, the "bullet screen" was popularized by Bilibili. The memes that we talk about with relish on this small website can only be spread among young people in China. Therefore, foreign friends may not necessarily like the original local product Bilibili, and Bilibili will not become the champion of any list. If it is not severely besieged, its peak will be itself.

(III) About Profit

Compared with other online video platforms, Bilibili is not profitable, but its losses are not that severe. Personally, I think there is no need to rush. If you want to make a profit, you should increase the number of premium members so that users who don't want to spend money must spend money to come in and play. This way you can make quick money, but your ten-year-old reputation will be ruined.

However, Bilibili's profit structure is not good. Its largest source of income is a game that it represents but whose copyright belongs to someone else. This is very dangerous. So we can see that Bilibili's efforts are not to achieve profitability, but to adjust its income structure.

Author:Amberike

Source: Amberike

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