The data of the UP live broadcast during the Spring Festival of Bilibili once again proves that the changes in the positive contribution of the two major businesses of live broadcast and advertising to commercialization are still continuing.
During the Spring Festival, more than 80,000 UP owners will live broadcast goods through the "blue chain" method, and more than 3,000 will directly participate in Spring Festival marketing and bring goods**, which is 3 times that of the same period in 2023.
From the point of view, the proportion of products with a unit price of less than 50 yuan and more than 5,000 yuan has decreased, and the proportion of goods with a unit price of 50-200 yuan has increased. In this ** section, there are more practical goods, beauty cosmetics, and food, indicating that the habit of shopping and consuming on the platform is gradually being formed.
Judging from the number of up masters who participated in the live broadcast, there were 860 newcomers during the Spring Festival, and the number of participants was 7 times that of last year, which may be because Station B embraced ** and JD.com's "big open loop" strategy, so that KOC, who had eaten the short** platform dividend, switched to Bilibili.
But on the whole, there is still significant room for improvement in the enthusiasm of the UP owners of station B to participate in the live broadcast, and many UP owners are still hesitating about how to balance the "tonality" of content and commercialization. From another point of view, once Station B can guide UP to actively participate in bringing goods, the gain on the platform's live broadcast and advertising revenue will be more obvious, and the potential to be developed is still huge!