Bilibili is fully preparing for the Double 11 and will launch multiple platform level actions

On October 19th, as the "Double 11" e-commerce promotion approached, Bilibili (hereinafter referred to as "Bilibili") announced that it will continue to expand its commercialization scenarios through a series of commercial measures, including integrated marketing, APP version changes, and UP main live streaming sales. It is understood that multiple top platforms and brands have reached deep cooperation with Bilibili

On October 19th, as the "Double 11" e-commerce promotion approached, Bilibili (hereinafter referred to as "Bilibili") announced that it will continue to expand its commercialization scenarios through a series of commercial measures, including integrated marketing, APP version changes, and UP main live streaming sales. It is understood that multiple top platforms and brands have reached deep cooperation with Bilibili.

It is reported that during this year's Double 11 period, Bilibili will hold large-scale integrated marketing activities with Tmall. The event theme page will include a main venue and seven sub venues, covering seven key categories such as home furnishings, 3C digital, beauty and personal care. In addition, during the Double 11 period, the original "Member Purchase" entrance at the bottom of the mobile app on Bilibili will be temporarily renamed as "Double 11", and a "Tmall Double 11" section will be added to directly display Tmall products and support clicking to jump to the Tmall page for purchase.

B Station stated that the renaming of the entrance aims to provide users with more consumption and transaction scenarios during the Double 11 period, and create a strong commercial ecological content atmosphere. At the same time, in addition to the stable start of the top UP hosts, there will be more new UP hosts joining the Double 11 live streaming sales team. According to statistics, in the first half of 2023, the number of live streaming freight stations on B station increased by 700% year-on-year.

In addition to live streaming sales, the number of UP main players who use "blue chain" for video sales is expected to achieve multiple growth. In the first half of 2023, the number of trading videos on Bilibili increased by over 800% year-on-year, and 30 million users made purchases by clicking on the blue chain in the comment area.

In addition, Bilibili will also launch Double 11 solicitation activities for UP owners and users in more than 10 categories, including digital, handcrafted, IP peripherals, home decoration, fashion, etc., and provide cash rewards or traffic incentives.

Unlike other content platforms, Bilibili adheres to the "big open loop" strategy in e-commerce business, which means directing Bilibili traffic to the e-commerce platform. After completing the full link data cooperation from planting grass on Bilibili to Taobao conversion, the "Spark Plan" shows that 70% of new customers are guided from Bilibili to Taobao stores. Under this strategy, during the Double 11 period, B Station not only established a product library with three leading e-commerce platforms, namely Alibaba, JD, and Pinduoduo, but also conducted in-depth cooperation with targeted partners.

In addition, during the Double 11 period, B Station will also upgrade its Fireworks platform, improve its delivery components, and provide traffic subsidies to make the brand more efficient in attracting customers on B Station. For key categories such as beauty care, clothing, big health, and 3C digital, we will provide the brand with the latest advertising strategies by offering an open course on "Bilibili Double 11 Content Grass Planting Strategy". (One Orange)