Mar 16, 2021 23:00:00

How did Bilibili, a video site that drives Chinese subculture, succeed?

by Yxh1433

'Bilibili ' is a video sharing service in China that features the function of displaying comments on the screen in the same way as Nico Nico Douga in Japan. Not only video and live broadcast that the user was editing and production, in partnership with a Japanese company to deliver a formal Japanese animation, Bilibili also be regularly held large-scale events, China's Z generation strongly about the It is supported and can be said to be a driving force in the Chinese subculture scene. The Chinese news site South China Morning Post reports on Bilibili's history.

Bilibili: How a Chinese site dedicated to anime subculture grew up with its Gen Z users to become a mainstream success | South China Morning Post
https://www.scmp.com/tech/big-tech/article/3125129/Bilibili-how-chinese-site-dedicated-anime-subculture-grew-its-gen-z

Since launching in 2009, Bilibili has grown to be one of the most famous video streaming sites in China. At the time of writing, about 54 million daily active users spend an average of about 75 minutes a day on Bilibili. Most of the users are people born between 1985 and 2009, which Bilibili calls the 'Z + generation'.

Bilibili uploads not only anime, but also various movies related to subculture, such as manga, games, and net memes. Also, the users who publish their own movies are called 'Upzhu' and have built Bilibili's own community and culture.

by

Lee Eon

There are many other video distribution services in China such as Tencent Video and iQiyi. However, Bilibili, which is particularly foreign, is the site where unique content creators who are popular with young people who like subculture gather most. According to Bilibili, an average of more than 5.9 million movies were uploaded monthly by 1.9 million Upzhu in the fourth quarter of 2020 (October-December).

A 25-year-old graphic designer who has been using Bilibili for over 7 years said, 'Upzhu is constantly creating new videos to keep viewers captivated. For example, in the case of gameplay videos, once you started playing games. We simply recorded and uploaded from to the end, but now gameplay videos are a medium for expressing our ideas. '

The popular Upzhu also has an influencer-like influence on social media. That's why Bilibili actively supports Upzhu, helping to develop 'professional video uploaders.'

Economic analyst Fu Tianzi said, 'Bilibili embraces top creators Upzhu, builds'close and emotional bonds', and'creates a unique community atmosphere'to create users who are loyal to Bilibili. I'm trying to keep it. '

by

Wise Hou

In an interview conducted in 2019, Bilibili CEO Rui Chen said, 'There are only two types of products on the Internet: good products and dead products. The industry surrounding Bilibili is too cruel. In the long run, in China. Content platforms with a market size of less than $ 10 billion will be eliminated. I'm not talking about goals, saying that if you can't reach the $ 10 billion standard, you'll just die. I am doing it. '

Bilibili's stock price has risen about 10 times since it was listed on the US market, and the market value has already reached more than $ 36 billion (about 3.7 trillion yen) at the time of writing the article, exceeding the standard set by CEO Chen. It was. However, Bilibili has been in the red for 13 consecutive quarters and posted a net loss of 3.1 billion yuan (about 52 billion yen) in 2020.

Therefore, Bilibili has launched not only a video distribution service but also a mobile game business, and will generate 40% of its revenue in 2020 from games for smartphones. In addition, the number of registered members of the monthly paid premium membership plan gradually increased, and in the fourth quarter of 2020, it was said that it made the largest profit in Bilibili's business.

However, some of Bilibili's veteran users have opposed the introduction of the premium membership plan. CEO Chen said, 'The user community was severely confused when we introduced premium members.' 'We didn't diminish the user experience for non-premium members, so at first we thought it was okay, but premium. Non-member users were worried that Bilibili might no longer love them. '

Yoyo Guan, who has been using Bilibili since 2012, said that he often listened to anime music videos, main anime, and game content. However, he says that he has stopped seeing Bilibili since the platform called Bilibili became large and illegal copies of anime and inappropriate content that had been neglected until then were deleted.

'Previously Bilibili contained all sorts of subculture content, including taboo and violence, and was straightforward and diverse. It's more of a heterogeneous hobby than unsafe. It was open enough to admit and tolerate. '' Bilibili was like a telescope for users like me to look into the world, but now it's just a mirror. Maybe. Today's Bilibili is full of positive energy. '

by Leiem

One Bilibili user said, 'Bilibili started out as a hardcore anime, manga, and games (ACG) community, but it's grown bigger and bigger now. You can still watch ACG content on Bilibili today, but it has a lot of real appeal. It's a small community and you can meet a lot of different people at Bilibili. '