The company’s main revenue is still its gaming business, but Bilibili is investing in a more diversified model that could bring in more profit, mainly through a budding advertising business. The company’s sales and marketing expenses increased 234 per cent to $85 million in Q1 2020, leading to a net loss of around $75.9 million. Profitability through diversificationīilibili’s breakout success is intrinsically linked to expensive marketing costs. Another blogger, Shiro, says some of the most popular content is vlogs that record every bit of life. Most of her fans are girls aged between 16 to 25 who want to see the real life of an “ordinary girl”. Teresa Peng, one of the top 100 content creators selected by Bilibili in 2018, is a “pan-entertainment blogger” who produces her own lifestyle vlog series, selecting, shooting and editing her videos. The most popular content creators on the platforms are also those opening a window into their daily lives. Also in May, Dior and Gucci advertised on Bilibili during the 520 Valentine’s Day celebrations, while Fendi promoted a special customised Peekaboo bag. In May of this year, Dior produced a video featuring virtual KOL Xuefei Nova modelling Dior styles and walking through the brand’s shops in Paris and Shanghai. ![]() ![]() ![]() In 2019, Louis Vuitton collaborated with Bilibili to launch an AR feature which transformed users in the online game League of Legends with a look for the character Qiyana inspired by the runway collection: a crop top, high-waisted trousers and Dauphine bag. Many luxury brands have already joined the platform through collaborations, videos or straight advertising. The advantage is clear: while they might not have a strong purchasing power for now, this generation is expected to account for 55 per cent of total luxury consumption by 2025. For luxury brands, Bilibili represents an opportunity to seize on Gen Z customers, which make 81 per cent of the platform’s user base, according to QuestMobile, and familiarise them with their products and brand ethos.
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