国补推动，B站盈利

Core Viewpoint - Bilibili (B站) is entering a steady profitability cycle, with significant revenue growth and a shift from losses to profits in Q2 2025 compared to the same period in 2024 [1][5][19] Financial Performance - Bilibili's revenue for Q2 2025 increased by 20% year-on-year to 7.338 billion RMB, while net profit reached 218 million RMB, a turnaround from a net loss of 608 million RMB in Q2 2024 [1] - Adjusted net profit for the same period was 561 million RMB, compared to a loss of 272 million RMB in the previous year [1] - For the first half of 2025, Bilibili reported a net operating revenue of 14.34 billion RMB, a 21.6% increase from 11.79 billion RMB in 2024 [4] Comparison with Competitors - In contrast, iQIYI's revenue declined by 11% to 6.63 billion RMB, with a net loss of 133.7 million RMB, compared to a net profit of 68.7 million RMB in the same quarter last year [2][3] - Bilibili is widening the gap with iQIYI in terms of financial performance [3] Revenue Breakdown - Bilibili's revenue sources in Q2 2025 included 39% from value-added services, 33% from advertising, 22% from games, and 6% from IP derivatives and other businesses [6] - Advertising revenue grew by 20% to 2.45 billion RMB, with brand advertising and performance advertising increasing by approximately 30% [6][7] User Engagement and Growth - Daily active users increased by 7% to 109 million, while monthly active users rose by 8% to 363 million [12] - The average user spent 105 minutes per day on the platform, a 6-minute increase from the previous year [12] - The number of paying users reached 31 million, with over 80% being annual subscribers or auto-renewal users [12] Strategic Advantages - Bilibili's unique content ecosystem allows it to benefit from national subsidy policies, particularly in the home appliance sector [11] - The gaming sector remains a significant advertising contributor, with game revenue increasing by 60% to 1.61 billion RMB [9][10] Cost Management and Profitability Outlook - Bilibili's gross margin improved by 6.6 percentage points to 36.5%, driven by high growth in gaming and advertising [17] - The company aims to maintain a gross margin target of 40% to 45% in the medium term, with operational expenses expected to decrease in the second half of the year [17][18]