Analysis of the Marketing Strategy of Bilibili and the Reasons for Its Success

Abstract

China's video platforms show a good and rapid development momentum in 2019-2021, among which Bilibili is the most rapid. Its number of users has doubled in just two years and it has become one of the most popular video platforms in China. Founded in 2009, Bilibili focuses on ACG subculture. After more than a decade of development and covering more than 7,000 interest circles, Bilibili has gradually become a highly concentrated cultural community and video platform for the young generation in China. This article will use case analysis and comparative analysis to explore the reasons for the success of the Bilibili strategy. The result of the study is that Bilibili has a competitive advantage in the Chinese young generation consumer market by using the product strategy of community mode operation, cheap and simple price strategy and vertical marketing channel strategy. Excellent marketing strategy, high sticky-user groups and community operation mode are the reasons for Bilibili's success.