On January 10, data released by Bilibili showed that in 2023, the GMV of merchants bringing goods at Bilibili increased by 260% year-on-year. Li Ni, vice chairman and COO of Bilibili, revealed at the 2024 AD Talk Marketing Partner Conference of Bilibili that the total number of brands cooperated with Bilibili has increased by 24%, of which the retention rate of millions of customers is as high as 90%.
The data shows that Bilibili has maintained a healthy growth for more than ten years: 68% of the users who registered for Bilibili in 2009 are still active in the community; The average age of new users is 22 years old, the number of up owners with more than 10,000 fans increased by 36% year-on-year, and the average monthly number of contributions to the community exceeds 20 million.
Li Ni said that at present, the advertising value of new users of station B has increased by more than 40% in the month, the advertising value of old users can be increased by more than four times, and 74% of the post-90s generation will contribute to the revenue value of station B. At the same time, the consumption power of female users of station B has been further released, and in the live broadcast of the main "parrot pear" of station B with a turnover of more than 50 million, 90% of the users who placed orders were women.
Li Ni believes that advertising is an indispensable income component of the Bilibili ecosystem, and it is also a new growth engine. Based on this, Bilibili will launch exclusive parties** for the ten major vertical industries, and provide targeted delivery models, delivery methods and verifiable results.
Zhang Yi, general manager of the commercial product and operation strategy center of Bilibili, said that in the future, Bilibili will open up more commercial traffic scenarios, open up the linkage between various commercial scenarios, improve efficiency, and make commercial traffic and community traffic better circulating. At the same time, in terms of products, Bilibili will also continue to upgrade the delivery tools and fireworks platform to make the delivery more intelligent, efficient and simple. For example, it provides intelligent recommendations for UP owners, so as to help brand owners and UP owners match transactions more efficiently. In the post-investment process, Bilibili will also strengthen the visualization of advertising data, provide brands and merchants with multi-dimensional real-time data observation, and obtain certainty of delivery results.
As young people's consumption decision-making paths become increasingly fragmented, how can we better grasp their minds? Wang Xu, general manager of the marketing center of station B, said that the first scene is to release new products. Bilibili is a community where young people gather, and it is also a high-quality soil for the fermentation of new things. The second is the rejuvenation of the brand, whether it is the reshaping of the classic brand, or the brand hopes to solve the problem of lack of awareness and new user reach, station B can become the main position of brand renewal. The third is transaction conversion, that is, to let these young users truly realize from likes to choices. Finally, there is the big node, that is, with the help of the platform's organic traffic and key nodes throughout the year, it helps brands plan events that trigger communication potential energy and achieve emotional connection and resonance with young users.
Text: Beijing Youth Daily reporter Wen Jing.
Edited by Fan Hongwei.