Bilibili (B Station) product analysis!

With the continuous integration of new elements, more and more new users who are not 2D fans are attracted to Bilibili . In the future, how can new elements be better developed? This article will provide a comprehensive analysis of Bilibili’s current situation and future development.

This article will analyze from the following aspects:

Product function structure
Competitive product analysis
User Analysis
User research
Functional iteration
Summarize

1. Product Function Structure

Bilibili is broken down into seven business modules, namely content community, e-commerce, live streaming, commercialization, games, mine, and search, and it also shows in detail what services and main functions each business line improves.

Bilibili product functional architecture

2. Competitive Product Analysis

2.1 Product Positioning

I got to know Bilibili (B Station for short) because of its beauty videos. At that time, I hadn’t yet fallen in love with anime, so the strong two-dimensional atmosphere on the homepage made me uninstall it after watching the videos. It wasn't until I saw a mashup of B station's idols on Weibo that I downloaded it. To my surprise, I discovered that B station had more content, with a series of videos of various types including technology, life, and entertainment recommended on the homepage. From then on, I would open it every day to take a look, and gradually got used to the barrage of comments all over the screen.

Recently, because the school is about to start, I have to kill time at home. My subconscious first choice seems to be Bilibili, which has almost everything I want to see, from the development of the epidemic, to hardcore science, to learning. In its early development, Bilibili focused on building a two-dimensional cultural community and is a vertical AGC barrage video website. After continuous development, Bilibili has broken through the two-dimensional circle, broadened the boundaries of content, and gradually diversified. Its user group is no longer limited to AGC enthusiasts, but has moved from a niche to the masses, gradually developing into a comprehensive barrage video website with PUGC as its content production model.

2.2 Competitive Product Analysis

In addition to the core content community, Bilibili has also begun to develop copyrighted video and live streaming businesses. There is a certain overlap in business scope and user groups with Tencent Video, iQiyi, and Youku Video (Youku iQiyi) , the first-tier video industry players. They will all compete with Bilibili in the future. Therefore, Youku, iQiyi and Tencent Video were chosen as the objects of B Station's competitive product analysis.

2.3 Business Distribution

Business distribution - Bilibili and Youku, iQiyi and Tencent Video

The original intention of establishing Bilibili was to provide a communication platform for enthusiasts of two-dimensional culture. Later, with the changes in content structure, it evolved into a trendy culture video community. Therefore, Bilibili itself has two-dimensional attributes, which makes the derived businesses also have two-dimensional attributes. The business distribution of Youku, iQiyi and Tencent Video is highly similar, and their content comprehensively covers every part of mass entertainment.

2.3.1 Core Business :

Bilibili's UGC content ecosystem has 15 sections including technology, life, games, and learning, and more than 7,000 circles. It is these rich contents that drive the fission of Bilibili's circles. The content and the UP hosts behind the content have undoubtedly become the core assets of Bilibili. The UP hosts are the center of the community, determining every innovation in Bilibili's content section. In order to maintain the stability of the community ecology, Bilibili launched mechanisms such as rewards, coins, and charging to give UP hosts more substantial rewards, while also allowing fans to better give back to the UP hosts. This two-way reward satisfies the mutual satisfaction between UP hosts and fans, and also stimulates UP hosts to continue to produce high-quality content spontaneously. Through personalized recommendations , high-quality content that users need can be seen by users as soon as possible. On the one hand, it allows users to quickly obtain good content, and on the other hand, it allows UP hosts with low popularity to survive. At the same time, many ordinary users will be inspired by high-quality works and begin to become UP masters and start creating.

In terms of attracting new members, Bilibili still retains the 100 questions required to become a formal member , but the difficulty has been reduced. This exam keeps many people who want to join Bilibili out, because Bilibili believes that a more harmonious community atmosphere and users' sense of belonging are its real core competitiveness.

When talking about Bilibili, we have to mention the barrage culture, which has the highest quality and the largest number on the entire network. Users can interact with other users across time and space through barrage, which helps eliminate loneliness and is also the best way for UP hosts to communicate with fans. Whether it is support plans, personalized recommendations or barrage culture, they all play a role in improving user stickiness and creating a good and healthy community ecology.

Compared with Bilibili, the UGC videos of Youku, iQiyi and Tencent Video seem to lack advantages. In terms of community content quality and community atmosphere, Bilibili has a certain distance from them.

For copyrighted videos, Bilibili chose to form its core competitiveness in animation that conforms to the community attributes and dominate the two-dimensional market. However, Youku, iQiyi and Tencent have also begun to introduce animation. For example, iQiyi has obtained the exclusive broadcasting rights for many classic Japanese animations, and Tencent has the broadcasting rights for many high-quality domestic animations. Based on this trend, Youku, iQiyi and Tencent Video will pose a threat to B-Movies in the animation field in the future. Youku, iQiyi and Tencent Video all choose mass entertainment films and TV series , and have formed a three-legged pattern in the video industry. Judging from the 2019 film list, Tencent and iQiyi have sufficient content, including a full range of blockbuster, popular and IP dramas. Bilibili only started to introduce movies, TV shows and variety shows in recent years, and the volume of its content resources is still not comparable to Youku, iQiyi and Tencent Video.

In the video industry, Bilibili is certainly extremely competitive, covering both professionals and amateurs, and involving PGC, PUGC and UGC. Compared with Youku, iQiyi and Tencent Video, it is more flexible and has stronger social attributes, and compared with short video platforms, it has a wider coverage.

2.3.2 Live Broadcast:

The live broadcasts on Bilibili are mainly 2D games , which have the characteristics of Bilibili. Bilibili has gathered a large number of 2D game enthusiasts, so it also reduces the cost of attracting traffic from the outside world. Moreover, game live streaming serves the B station game agency, forming a closed loop from game entry - game download - game strategy. However, the top game live streamers are still concentrated on platforms such as Huya and Douyu, and Bilibili will have to spend a lot of money and time to surpass them. iYou’s live streaming content covers a wide range, but judging from the number of views, not many users come to iYou to watch live streaming. Tencent Video does not have a live streaming business, perhaps because Tencent has other live streaming platforms.

2.3.3 Commercialization:

From the perspective of revenue structure, Bilibili has gradually shifted from relying solely on game revenue to diversified revenue, with the proportion of live streaming, advertising, and e-commerce continuing to increase . In the fourth quarter of 2019, non-gaming business revenue accounted for 57% of total revenue, of which live streaming accounted for the largest proportion, becoming B's second largest source of income.

As a video platform, membership and advertising are businesses that are easier for Bilibili to expand. However, due to the promise of not adding interstitial ads, Bilibili’s ads can only be added in the recommended position in the form of pictures and texts, which greatly reduces the click-through rate of ads. This makes it difficult for Bilibili to obtain large amounts of advertising revenue like Youku, iQiyi and Tencent Video. Members of Bilibili can watch anime series first, receive game packs, etc. In comparison, members of Youku, iQiyi and Tencent Video have more rights and benefits, including advanced on-demand viewing of popular dramas, full-episode viewing, and exclusive member areas.

Bilibili's e-commerce business "Member Purchase" is based on Bilibili's own huge platform traffic. It provides revenue for Bilibili by providing purchasing services for two-dimensional related products. However, it has not been smooth sailing. The variety of products determines that its audience is relatively small and its profitability is limited, so it cannot become Bilibili's profit pillar.

However, as the number of users of Bilibili increases, new revenue opportunities have emerged, with brands entering the marketing business and working with UP hosts to create content, promote videos, or insert advertisements. However, the users of Bilibili are a group of young people who have very high requirements for content quality. If the UP host’s marketing style cannot cater to the fans, it is very likely that it will cause users to be disgusted with the UP host or even the platform. Therefore, the UP host still needs to promote content based on the attributes of his own content. Different types of users have different acceptance of advertisements.

2.4 Development History

The development history of Bilibili, Youku, iQiyi and Tencent Video

When Bilibili was first established in 2009, it was intended to serve the "two-dimensional community". All its content was copied or produced in cooperation with other video sites. It was a two-dimensional barrage video site, but at the time Bilibili did not have many users, and its only operating activity was the online New Year's Festival. It was not until 2011, after receiving angel investment, that the activities were extended from offline to offline - BML. The holding of BML has brought B station considerable popularity.

The introduction of official animation in 2014 became a key turning point for Bilibili, marking the first step towards formalization. The purchase of the exclusive anime "Fate/stay night (UBW)" brought a large number of Fate fans to Bilibili, and also laid the user base for the later Fate mobile game. This year, Bilibili began to explore commercialization - opening a Taobao flagship store and launching B coins, but the results were not ideal. In 2016, as its user base expanded, Bilibili began to expand its business around its core users, becoming an agent for mobile games, launching premium memberships, launching charging plans, and introducing documentary variety shows.

In 2017, Bilibili continued to increase the types of community content, opening up a national creation area, an online column area, and an audio area. A small black room function has also been launched to maintain a healthy ecological environment. In addition, Bilibili has increased its investment in the gaming business and established an e-sports team, officially entering the field of professional e-sports.

In 2018, in order to improve the quality and quantity of content, Bilibili launched an incentive program. In 2019, Bilibili began to focus on the development of its live broadcast business. It first spent 800 million yuan to buy the exclusive live broadcast rights of the "League of Legends" World Championship in mainland China for three years, and then spent a huge amount of money to snatch the signing rights of "Internet celebrity" Feng Timo from Douyu. This year, the company also released the documentary "A String of Life 2" and tried its hand at variety shows, launching its first self-made pet reality show "Pet Hospital".

The development history of Youku, iQiyi and Tencent Video is similar. They all focus on movies, TV series, variety shows, etc., and continuously improve their competitiveness in content quality and quantity. At that time, the market had huge demand for TV dramas and movies, so the three major platforms were able to quickly accumulate users. Then we continued to introduce domestic and foreign films and TV shows to enrich the platform content and achieve commercial monetization. Following competition in film and television, sports became their second battlefield. Youku and iQiyi chose Suning Sports and Xinying Sports respectively as their entry points into the sports industry, while Tencent had already laid out its sports presence. On the one hand, sports can bring new traffic to the three major platforms, and on the other hand, it can expand the boundaries of content.

From its development history, we can see that the content of Bilibili is gradually diversified, and the change of content means that the product positioning and user groups will also change . The product positioning has evolved from a vertical AGC video website to a comprehensive video community. The user group has also gradually shifted from a single two-dimensional group to all young people. In terms of commercialization, Bilibili is also trying to break away from its business layout that relies solely on game revenue, produce its own film and television content to strengthen guidance for premium members, and introduce live broadcast traffic, in an effort to form a diversified and balanced revenue structure that combines live broadcast, advertising, and e-commerce.

The content of Youku, iQiyi and Tencent Video has always been mainly popular entertainment videos, and the target users at the beginning were the general public, so the positioning and user groups of Youku, iQiyi and Tencent Video have not changed.

2.5 Data Performance

Data source: Analysys Qianfan

The above chart is from the data indicators of iResearch Qianfan in August 2019. According to the data in the above table, it can be seen that Youku, iQiyi and Tencent Video are higher than Bilibili in terms of active users, average number of launches per person and usage time . The reasons may be:

Youku, iQiyi and Tencent Video have a wide range of content coverage and are aimed at netizens across the country. Bilibili is an AGC vertical community whose main users are young people who love the second dimension. Although it has also introduced the third dimension, most young people’s impression of Bilibili is still only anime, so it is impossible for users to fully cover young people in the short term. The huge gap in the number of users results in the number of active users on Bilibili being far lower than Youku, iQiyi and Tencent Video.
Youku, iQiyi and Tencent Video mainly focus on long videos, which have longer playback time than short videos. In addition, there are many episodes, so users need to open them multiple times to watch them all. These characteristics lead to Youku, iQiyi and Tencent Video users launching them frequently and using them for a long time. In terms of average monthly days per person (= natural days per month/user activity)

Bilibili has the highest average monthly days per person, indicating that its users are the most active. The reasons may be:

Because Youku, iQiyi and Tencent Video users usually open the platform only when they have a clear goal of watching a drama, and they may leave after the video ends. In the absence of the goal of watching dramas, Youku, iQiyi and Tencent Video mainly focus on long videos, which will inevitably make users think that it will take a long time. In contrast, users are more willing to open Bilibili, where videos are shorter.
Bilibili has diverse content that can meet the different needs of users, such as learning, entertainment, etc. Users can open Bilibili for a variety of purposes.

In terms of next-month retention rate, the possible reasons why B-site is lower are:

The quality of content varies.
It still has a strong anime atmosphere, and it is a bit difficult for those who don’t understand the two-dimensional world to integrate into it. Users of Youku, iQiyi and Tencent Video generally watch dramas wherever there is copyright. The high user retention rate indirectly reflects that there are many copyrights for popular dramas.

In terms of industry monopoly rate :

The industry to which Bilibili belongs is vertical community, and the data shows that Bilibili occupies a dominant position in vertical communities.

Youku, iQiyi and Tencent Video are comprehensive video platforms with a wide range of content and many competitors.

2.6 Summary of advantages and disadvantages

Advantages:

Rich content can continuously attract new users with different interests and hobbies, which is conducive to Bilibili's expansion of diversified businesses.
Multiple monetization methods and a younger user base provide more possibilities for business exploration.

Disadvantages:

The UGC content of Bilibili covers a wide range but lacks depth. High-quality content requires creators to spend a lot of time and energy to improve their production capabilities, which also prevents UP hosts who do not have the time and energy from continuously outputting high-quality content.
Youku, iQiyi and Tencent Video have a wide user coverage, while Bilibili’s users are mainly young people.
The unbalanced revenue structure has resulted in Bilibili’s monetization capabilities failing to support the needs of business expansion. It needs to continuously adjust and optimize the revenue business share to increase the stability of the platform’s revenue.

3. User Analysis

3.1 User role map

The user roles of Bilibili are divided into five categories: game users, content consumers, e-commerce users, content creators, and advertisers .

User role map

3.2 User Profile

4. User Research

4.1 User Survey Results

In order to make more reasonable suggestions for function optimization, in-depth user interviews were conducted with 6 people who follow anime on Bilibili and 5 friends who study on Bilibili.

4.1.1 Anime-chasing scenes

4.1.2 Learning scenarios

4.1.3 Dynamic

4.2 User Research Summary

4.2.1 Follow the show

Five out of the six users in this survey only use Bilibili to watch anime, which shows that user loyalty is still relatively high in the anime watching scenario. However, the anime that we watch are hardly ever accessed through the follow-up function. Judging from the user feedback, the current content recommendation format for follow-up anime makes it difficult for users to choose, and it is relatively difficult to find anime that they like.

For most users, even if they have the need to watch anime, they are not willing to spend time looking for it through different channels. Instead, they prefer recommendations from friends with similar interests, overviews of new anime, etc. Users will share videos about funny daily life, but are less likely to share animation series, as they feel that if friends are not interested, there is no value in sharing.

4.2.2 Learning

The main reason why users study on Bilibili is that there are many free learning resources and they can all achieve good learning results. When 55 users in the survey encounter knowledge points they don’t understand, they will go to Baidu or discuss with friends. However, due to the non-real-time nature of barrage, they will not choose to ask questions through barrage, and usually they rarely pay attention to comments. Three of the users were willing to help answer the questions asked in the barrage. From the perspective of the learning process, users first choose the top-ranked videos, and then try to see whether the teacher’s teaching method is suitable for them and whether the content chapters are complete.

4.2.3 Dynamic

Only one out of five users frequently uses updates, while the rest either check updates from UP hosts through their personal homepages or push notifications. Two of them don’t check updates because they feel they don’t have enough content . Three other users said that when following multiple UP hosts, they are likely to miss some of their updates.

5. Functional iteration

5.1 Optimization ideas

Optimize mind map:

Optimization mind map

Problems:

In learning scenarios, users lack ways to conduct efficient learning communications. It takes a certain amount of time to screen learning videos.
On the anime-chasing page, commonly used recommendation methods are positioned at the back, increasing the cost of selection. Users have the desire to share information related to the anime, but they will not post it on Bilibili, but instead choose WeChat friends.
Users will pay attention to the updates of their favorite UP hosts, but the usage rate of dynamic functions is low.

Optimization ideas:

A new group chat function has been added to facilitate users' learning exchanges and improve learning outcomes. A new content rating mechanism has been added to help users filter learning videos more intuitively.
Adjust the order of recommended modules to place the functions that users often use at the front. Add a new anime-watching circle to bring together users with the same interests and hobbies, provide them with a place to share and communicate, and increase user stickiness.
New UP host recommendations and special attention categories have been added to increase dynamic content, thereby increasing dynamic usage and improving user activity.

5.2 Learning

5.2.1 Add a new learning group

Specific questions:

The only channels for learning and communication at Bilibili are barrage and comments, but barrage is not real-time and comments are easily ignored, resulting in questions not being answered in a timely manner. In addition, the barrage and comments are more entertainment-oriented, and there is not much of a strong learning atmosphere. Therefore, users rarely engage in learning discussions in barrage comments. 4. Private messages can indeed increase the probability of user replies, but private message information can only be seen when the platform is opened, and is not pushed to users in a timely manner. If users do not open Bilibili regularly, they may not find it, which also leads to the inability to respond to learning problems in a timely manner. Therefore, some UP hosts will set up groups on QQ, which also means that part of B station’s traffic will be lost.

In addition, users will make plans to monitor their learning during the learning process, but due to their own laziness or other external reasons, the plans are not completed.

Bilibili only provides learning resources and environment, but does not facilitate users' learning and communication. Furthermore, other needs such as learning plans derived from learning are not well met.

Solution:

When faced with knowledge points they don't understand, they are more inclined to seek help from their friends, because the familiarity between them increases their willingness and quality of answers. Group chat can help users go from strangers to familiar friends and form a social network.

The newly added learning group function can, on the one hand, improve the learning service and make users more confident in learning on Bilibili, and on the other hand, strengthen the connection between users and users and users and UP hosts.

Considering that there are fans in other scenarios who want UP hosts to create groups for mutual communication, the administrator needs to turn on the "learning group mode" before the following page appears. If it is not enabled, it is a normal group chat function.

Prototype Design:

1) Study group details

In the study group, users can use the normal chat function. When asking questions, they need to select "Ask a question". The question will be posted to the group in the form of a link and a message will be pushed to members who have not blocked the group to ensure that the problem can be discovered in time. Other users can click on the link to reply, and in order to encourage users to answer, the answerer will be rewarded with two coins. All questions are divided into historical questions and new questions. Historical questions are a summary of all questions. Users can first search in historical questions to see if their questions have been asked and resolved, and get answers as soon as possible. New questions are questions that were posted within a week, helping respondents quickly find questions that need to be answered. In group chat settings, you can view members, group applications, and other general operations.

Group chat page and group chat settings

Question Types and Response Pages

2) User entry

There are four ways to enter a group chat:

① Message push: Click the push button to enter the Q&A page directly.

② Message center: When there are new messages in the group chat, the message center (small envelope icon) will display the number of unread messages, and users can enter the study group in the chat list.

③Search: Add search conditions for study groups. Users can search for group chats and join them.

④There is an entrance to the learning group on the learning video details page.

⑤ Mine: Add a study group option in "Mine", and enter my group chat to view all the group chats you have joined.

Message Push

Message Center and Search

Video details page and mine

3) Create a group

Provide users with two creation entrances:

① After the user submits a video in the learning section, a pop-up window will appear prompting the user to create a learning group.

② "My - My group chat"

To create a study group, you need to fill in the group name and introduction, upload the group avatar, and set the method of joining the group. Group chats that allow anyone to join and authenticate can be searched, and group members can only join through the invite button and group number/link.

Create a page after submitting your video

My Group Chat

4) Check-in

After joining the check-in, you can set learning goals, view the check-in calendar and log, and interact with other members through the log and refer to the learning plan.

Check-in page and change goal

Post a log

5.2.2 New content rating

Specific questions:

When users search for learning videos, they pay more attention to the quality of the content, and Bilibili arranges them according to popularity. Because the number of views, barrages, etc. cannot directly measure the quality of content, users can only conduct secondary screening through comments and trial videos.

Solution:

Add content review function and increase content score in learning video information. Improve selection efficiency.

In order to make the rating more valuable for reference, it is required to watch five sections before being eligible to comment.

Prototype Design:

When you have watched less than five sections of content, the comment button will be grayed out, and a pop-up window will appear when you click it to remind you that you cannot comment. When watching more than five sections of content, the comment button can be clicked, and a pop-up window will prompt a content comment the next time you open the video.

Searches are sorted in descending order by content rating. If the scores are the same, they will be sorted by popularity.

Content Rating

Video Search

5.2.3 Adding a new learning zone

Specific questions:

Now that learning videos are becoming more and more abundant, it is necessary to add learning partitions to integrate the content and make it easier for users to find them.

Prototype Design:

Learning Zone

5.3 Follow the show

5.3.1 Add a new fan circle

Specific questions:

When following anime, users' emotions towards the characters and plot will prompt them to browse related videos through recommendations or searches. However, the recommendations on both the homepage and the video watch page contain other types of content, resulting in low efficiency in obtaining content. At the same time, users also want to share videos or opinions about the characters in the plot, and most of them choose to share with friends or not. One disadvantage of sharing with friends is that they may not be interested or resonate with it. One of the reasons why people choose not to share on Bilibili is that they feel no one will read it even if they share it.

Bilibili distributes content according to an algorithm, so that the contributions of small UP hosts do not receive sufficient exposure. The low number of views and interactions means that they receive very little feedback, which reduces their desire to share.

Solution:

New anime-chasing circles are created to bring together similar content and users. Information can be efficiently disseminated within the circle, and the shared content is easily recognized and resonates with peers, so users will be more willing to produce content. Circles can not only satisfy content consumption and daily communication and discussion, but also bring higher community activity.

Prototype Design:

1) Circle page

The content types of the circle are divided into three types: video, dynamic and column. In addition to the circles you join, the square can directly recommend content and circles to users. Users can freely view the content of the circle whether they join or not. After joining a circle, you can view member information and exit the circle.

Circle Page

2) Content publishing

Circle content comes from circle members. On the video and status publishing page, add the "Sync to Circle" option. Once selected, the content will be synced to the circle. If a user submits content related to anime but has not joined the circle, a pop-up window will pop up after the video is published to ask "Do you want to join the circle?"

Content Publishing

3) Create

Click the Create icon on the circle page to create a circle.

Creation of prototype and group chat.

4) User entry

①You can enter the circle from the related videos on the follow-up page

②Video details page

Circle entrance

5.3.2 Optimization of following episodes

Specific questions:

The popular list provides the highest-ranked animations in recent times, but some users may want to watch historical high-scoring animations. The app puts the popular recommendations and hot lists that users often use after the animation series, domestic creation recommendations, and timetables. It requires multiple swipes of the screen to reach them, and going through three unnecessary modules in front will cause visual confusion.

Solution:

Added a high score list and a content distribution format for historical high scores. Put interest recommendations and rankings at the front.

Prototype Design:

Optimization of following anime

5.3.3 TV series optimization

Specific questions:

Due to the small size of the icons and their lack of visibility, some users were unable to find the index, list, and timetable functions, or even knew that these functions existed.

Solution:

Put commonly used indexes, popular lists, and timetables at the front and highlight the icons.

Prototype Design:

Drama Optimization

5.3.4 Schedule Optimization

Specific questions:

Without watching the series, users naturally won't pay attention to its update time, resulting in the schedule being the least commonly used function. The new episode guide is an important way for users to discover new episodes. It is mainly presented in the carousel under the episodes you are following, but users will not notice it.

Solution:

Add a new episode guide to the schedule to provide an entry for users who like to browse the monthly new episodes, and at the same time increase the frequency of use of the schedule.

Prototype Design:

Schedule Optimization

5.4 Dynamic

Specific questions:

According to the survey results, the reasons for the low usage rate of dynamics are: newcomers have not used it for a long time and do not follow many UP hosts. In addition, the UP hosts do not update frequently, so the content of the dynamics is relatively small, so they rarely use dynamics.

Some users follow many UP hosts, and because there is too much content, they cannot see the updates of the UP hosts they particularly follow in time, so they check the UP homepage to see if there are any updates.

Solution:

Because the more users you follow, the more sophisticated the social relationship chain established by following will be.

If a new recommendation function is added to the dynamics, UP hosts that may be of interest to users are recommended and the dynamic content is increased, on the one hand, it can allow users to frequently open the dynamic function, and users will therefore pay more attention to the platform. At the same time, a special group viewing function has been added so that users will not miss the updates of their favorite UP hosts.

Prototype Design:

Dynamic Optimization

VI. Conclusion

The "small broken station" is growing up and accepting more new things. The reason why these increasingly rich contents can coexist and users from different industry backgrounds and interests can get along harmoniously is because of the good ecological atmosphere created by Bilibili and the extremely strong community inclusiveness it demonstrates. In the future, as content and user groups become increasingly diversified, Bilibili will inevitably incubate more content soil.

Author: Stella

Source: Stella