B站高举深度内容“种草” 加速商业化变现

Core Insights - Bilibili (B站) is focusing on deep content "planting grass" strategies to enhance its advertising effectiveness and differentiate itself from competitors [2][4][9] Group 1: Advertising Performance - In the 2025 Double Eleven shopping festival, Bilibili achieved an average new customer rate of 55%, with GMV of products priced over 1,000 yuan increasing by 63% year-on-year [2][5] - Bilibili's overall advertising revenue has seen over 20% growth for 11 consecutive quarters, with Q3 2025 revenue reaching 76.9 billion yuan, a 5% year-on-year increase [3][6] - Advertising revenue contributed 25.7 billion yuan in Q3 2025, marking a 23% year-on-year growth [3] Group 2: Content Strategy - Bilibili is leveraging its extensive content matrix to accelerate deep content "planting grass," aiming to influence consumer mindsets through high-quality content [2][4] - The platform has over 7,000 interest circles covering various fields, allowing brands to find content scenarios that align with their identity [4] - Bilibili emphasizes that "interest is the entry point, scene is the container, and mindset is the core," focusing on resonating with user interests through content marketing [4][5] Group 3: AI Integration - Bilibili is enhancing its commercial infrastructure with AI, with nearly 100,000 active AI-related creators and a 50% year-on-year increase in AI content playback duration as of Q3 2025 [7][8] - The platform has introduced an "automatic advertising" system that utilizes AI for real-time, intelligent ad placements, reducing manual operations by 85% and increasing ad volume by 90% [8] - Bilibili's AIGC tools assist brands in generating community-aligned creative content, leading to a 20% increase in click-through rates for certain campaigns [8] Group 4: Data and E-commerce Integration - Bilibili is strengthening data collaboration with e-commerce platforms like Taobao and JD.com, allowing brands to track user behaviors post "planting grass" [6][9] - The platform is developing an in-site transaction loop to minimize user drop-off during the purchasing process, enhancing conversion rates by 10 percentage points compared to open-loop advertising [9] - Bilibili's dual-core commercial strategy focuses on deepening user engagement through quality content while accelerating commercial infrastructure, particularly through AI [9]