With the rise of new consumer forces and the rise of young consumer groups, Bilibili, as a platform with young people as the main user group, is facing unprecedented opportunities and challenges. In recent years, Bilibili has not only continued to consolidate its youthful background, but also deepened its connection with young users through a series of strategic initiatives. However, with the change of new consumer forces, whether Station B can continue to grasp the core resource of young people has become the focus of market attention.
According to Tianyancha data, Station B has maintained a steady growth trend in the past ten years. Among the users registered in 2009, as many as 68% of the users are still active in the community, this number not only proves the strong stickiness of Bilibili users, but also shows the stability of its user base. At the same time, the average age of new users is 22 years old, which once again confirms the status of Bilibili as a gathering place for young people.
Not only that, but the user value of station B is also continuing to improve. The ad value of existing users has increased by 4 times, which means that as the user's active time on the platform grows, so does their acceptance and influence of ads. According to Tianyancha's industry data, the post-90s group contributed 74% of the commercial value, which further verified the importance of young users to the business ecology of Station B.
However, the changes in the new consumer power have brought a lot of challenges to station B. As the era of new consumption has gradually passed, there has been a serious downgrade in the spending power of young people. This change not only affected the advertising revenue of Station B, but also put forward new requirements for its business model and ecological layout.
In the face of this challenge, Bilibili has begun to actively adjust its strategy. On the one hand, by holding activities such as the Ad Talk Marketing Partner Conference, Bilibili emphasized the importance of young people as a new consumption force and new consumption increment, trying to consolidate its core position in the rejuvenation strategy. On the other hand, the cooperation between Bilibili and partners such as Figure Model Exhibition Wonder Festiva and Haiyangtang also shows that it is trying to meet the different needs of young users through diversified content and services.
To sum up, it is still of great significance for Bilibili to grasp the rejuvenation strategy in the new consumption era. Despite the challenge of downgrading young people's spending power, Bilibili is still expected to find new growth points in the new consumption era with its strong user base and user stickiness, as well as the deepening business ecological layout. In the future, how Bilibili will continue to innovate and adjust its strategy to adapt to the changes in young users and market demand will be the key issues it faces. (Data support: Tianyancha).