The reason why Bilibili is regarded by Chinese marketers as the final battleground for brands is that it perfectly meets the spiritual demands of young people in the new era. Bilibili users have the following salient features.

Confident

Bilibili users have a kind of cultural self-confidence and identification with national culture. Brands can not only combine traditional culture with trendy methods, but also open up new horizons for brand content marketing. Bilibili is a fertile ground for spreading branded content.

Open

Chinese local brands have won the spring. While China’s manufacturing industry has entered the international market, traditional enterprises have also completed the optimization and upgrading of innovation and quality services, realizing the transformation from “Made in China” to “Created in China”, and have been recognized by consumers in the new era. In this process, local brands need a channel to effectively communicate with young people.

Diversity of Interests

The consumers of Generation Z, headed by the post-95s and 00s, are the most native aboriginals of the Internet. The classical advertising reach model has gradually failed in the face of Gen Z. Interesting, novel, and fun marketing methods and content are the attractions that this group of users are willing to stay. Bilibili has 128 million Gen Z users, with an average of 1 in 4 young people using Bilibili.

Self Conscious

Bilibili is a content community that focuses on users’ self-expression, and the atmosphere of the community is accompanied by the genes of circle. This will better match the needs of local brands and the spiritual needs of users, and then absorb users into their own cultural circles and become brand online assets.

As we all know, the fans of station B are of high value. The value of a Bilibili fan in terms of interaction, dialogue, and communication will far exceed the value of a hundred fans of other social media platforms.

A big reason for the high commercial value of fans at station B is authenticity. KOL’s blunt promotion method is difficult to succeed on Bilibili. For brands, it is natural to do product and content marketing with heart.