Core Insights - Bilibili (referred to as "B站") achieved significant growth during the 2025 "618" shopping festival, with a 41% year-on-year increase in advertising revenue from e-commerce, particularly a 111% increase in the digital home appliance sector [1][2] - The number of B站 content creators (UP主) generating over ten million in gross merchandise value (GMV) during the event rose by 66% compared to the previous year, with GMV for products priced over 1,000 yuan increasing by nearly 50% [1] - B站's "大开环" strategy has effectively driven new customer acquisition for various brands, with an average new customer rate of nearly 60% across all industries during the "618" event [1] Advertising and Marketing Strategy - B站 has formed long-term partnerships with multiple e-commerce platforms, including 淘天集团, 京东, and 唯品会, to enhance data sharing and explore effective methods for long-term brand conversion [2] - The introduction of the AI data insight tool, Insight Agent, has significantly improved marketing efficiency, achieving over five times the efficiency in facilitating commercial orders and tripling data insight efficiency during the "618" period [2] - The number of advertising clients on B站 increased by nearly 60% year-on-year during the "618" event, reflecting the platform's growing appeal among advertisers [2] Consumer Engagement and Trends - The search volume for "国补" related keywords on B站 surged by 133% during the shopping festival, indicating heightened consumer interest driven by national subsidy policies and quality content from UP主 [1] - Lenovo's marketing strategy on B站, leveraging quality products and content, resulted in a return on investment (ROI) exceeding 100 for individual video content, with a new customer acquisition rate of 40% during the event [1]