On the evening of January 10, Bilibili (hereinafter referred to as "Bilibili") held the 2024 Ad Talk Marketing Partner Conference. The reporter learned at the meeting that in 2023, the GMV (total platform transaction value) of merchants bringing goods on the platform will increase by 260% year-on-year.
Deeply influencing the consumer mentality is the cornerstone of the commercialization of station B, and it is also the value of the platform. Li Ni, vice chairman and COO, said that as the Internet community with the highest density of young people, "to invest in us is to invest in young people, to invest in new consumption power and new consumption increment, and to invest in the present and future." ”
According to the data, 68% of the users who registered for station B 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.
In order to let everyone see the changes in the community more intuitively, that is, the rapid emergence of the commercial value of users, Li Ni brought a set of commercial data to the scene: the advertising value of new users on the platform increased by 43%; The ad value of existing users has increased by 4 times. In terms of ecology, 74% of the post-90s generation has contributed commercial value. In addition, the total number of brands that the platform cooperates with has increased by 24% compared to before, with the retention rate of millions of customers as high as 90%.
At the meeting, Bilibili proposed four scenario marketing solutions of "new products, rejuvenation, transaction conversion, and large nodes". The reporter noticed that these four scenes all revolve around young people.
New products refer to the fact that as a community where young people gather, new technologies and new products can be detonated. Rejuvenation refers to the rebranding or improvement of brand awareness by classic brands, and the platform can become the main front of brand rejuvenation. Transaction conversion, that is, let these young users really realize from likes to choices. Big nodes, that is, with the help of the platform's organic traffic and key nodes throughout the year, help brands plan events and achieve emotional connection and resonance with young users.
In the past few years, in the ** about why the commercialization of station B is so difficult, not only outsiders, but even many up owners have repeatedly mentioned a point of view, that is, station B users are mainly students and young people who have just entered the society, and most of them have weak consumption power.
For most Internet platforms, traffic value conversion is aimed at a small number of groups with higher economic strength and willingness to pay. Industry insiders said that station B has been established for nearly 15 years, and a large number of young people who have grown up with the platform have now become the new generation of consumers that the brand attaches the most importance to.