哔哩哔哩

Platform introduction:

哔哩哔哩(referred to as "Station B") is core positioned as a "cultural gathering place for young people" and aims to solve users 'pain points of "difficulty in obtaining high-quality content and weak sense of belonging to interest communities." The platform started with ACG (animation, comics, games) content in the early days, but now it has expanded into a comprehensive video community covering all categories-PUGV (user-generated video) accounts for more than 90%, and UP mainly creates life, knowledge, games, technology, etc. Content;OGV (professionally generated video) focuses on solo dramas, national animation, documentaries, variety shows, etc., such as solo content such as "Knife Forging Competition" and "Aerial Disaster","Bedtime News" series documentaries, and the Chinese dubbing version of "Pig Page". Its iconic "bullet screen" function allows users to interact in real time while watching, forming a unique community atmosphere. It has now become one of the core platforms for entertainment, learning, and social networking for young people in China (mainly Generation Z).

Core functions:

1. Diverse content ecosystem

• PUGV content (UP main creation): Covering all categories, including life (fitness check-in, open-box evaluation, such as UP master Lee's fitness content, water cup unpacking video), knowledge (technology analysis, science popularization, such as "Bi Dao" scientific experiment content, Huawei Technology analysis), games (World of Warcraft and "World of Tanks" Raiders and Activities), entertainment (plot interpretation, film and television interpretation, such as "Su Xinghe" software advertising complaints), and supports "one-click triple"(likes, coin coins, Collections) to inspire UP owners;

• OGV content (professionally produced): including solo dramas (such as "Page Pig Season 11"), Guochuang Animation ("The King? Stop it!"), Documentaries (related content of "American Immigration Documentary" and "Yarlung Zangbo River Power Station"), variety shows ("A Week's Diary"), and movies ("Non-Fox Legend"), some of which need to be watched by major members;

• Vertical content section: knowledge area (courses, science popularization), game area (live broadcast of events, strategies), living area (daily records, food), science and technology area (digital evaluation, technical analysis) to meet different interest needs.

2. Featured interactive functions

• Bullet system: Users can send text comments in real time when watching a video. The Bullet will scroll with the progress of the video, forming an "interaction across time and space", supporting functions such as screen screening and blocking;

• Community interaction: Communication in the comment area below the video, private message interaction between UP hosts and fans, and sharing life in the "dynamic" section to enhance users 'sense of belonging;

• Event operation: For example, fitness check-in to win red envelopes (UP is the main "Brother Feng" event), game anniversary benefits (World of Warcraft is free for 3 days), to increase user participation.

3. Live streaming and derivative services

• Live broadcast business: Covering live game broadcasts (events, anchor battles), live life broadcasts (chat, talent), and virtual anchor live broadcasts, supporting user rewards and interactive links;

• Paid services: large members (free advertising, exclusive content, high-definition image quality), paid courses (such as the "Saturday Wild Zoey" 28-day slimming plan, 50% discount), digital products (game props, peripherals);

• E-commerce linkage: UP owners can cash in on some video-related product links (such as beauty cosmetics and digital products), and users can directly jump to purchase.

Usage scenarios:

• Entertainment: Watch drama, variety shows, and funny videos, such as solo content such as "Knife Forging Competition" and "Aerial Disaster", or interesting interpretations by UP masters;

• Knowledge learning: Learn skills (fitness, programming), learn about popular science (scientific experiments, social hotspots such as "Bedtime News"), and watch paid courses through videos in the knowledge area;

• Game interaction: Watch live games, obtain game guides such as World of Warcraft and World of Tanks, and participate in game activities to receive benefits;

• Social sharing: Send bullet comments, interact with comments, share favorite videos to social platforms, or record life in the "Dynamic" section;

• Content creation: UP owners upload homemade videos and interact with fans through "one-click three links" to realize the creation and realization of personal IP.

Applicable population:

• Young group (mainly Generation Z): students and newcomers to the workplace, preferring drama, games, and life content, and pursuing community interaction and personalized expression;

• Content creators (UP owners): People who are talented in various interest fields (fitness, technology, food, etc.) need a platform to display their works, accumulate fans and realize them;

• Knowledge demanders: Learn practical skills (such as slimming, digital evaluation), obtain popular science knowledge through Station B, and prefer lightweight knowledge content;

• ACG enthusiasts: Fans of animation, comics, and games, paying attention to solo dramas, national animation and game-related content.

Unique advantages:

1. Strong community stickiness: The "barrage" function creates a unique interactive atmosphere, users 'sense of belonging far exceeds that of ordinary video platforms, and mechanisms such as "one-click, three-link" strengthen the connection between UP owners and fans;

2. Diversification of content: Expand from ACG to all categories, which not only meets entertainment needs, but also covers learning and life scenarios, achieving "one-stop content acquisition";

3. The PUGV ecosystem is mature: UP has low main creation threshold, complete incentive system, fast content updates, close to user needs, forming differentiated competition;

4. OGV's exclusive broadcasting advantages: It has a large number of exclusive broadcasting rights for foreign dramas, documentaries, and variety shows (such as the Chinese dubbing of "Pig Page" and "Forging Knife Competition") to attract core interest users;

5. Younger brand positioning: It deeply conforms to the aesthetics and values of Generation Z, has become a cultural symbol of young people, and has high user loyalty.