Core Viewpoint - Bilibili (B站) is attempting to establish a foothold in the competitive summer drama market by launching multiple self-produced ancient costume dramas, aiming to replicate the success of "Ancient Love Poetry" [1][3][12] Group 1: Bilibili's Strategy and Market Position - Bilibili has launched four ancient costume dramas this summer, including "Qingchuan Rumo," which is the first to utilize the platform's "super point" service [2][3] - Despite the initial underperformance of "Qingchuan Rumo," Bilibili has three more dramas ready for release, indicating a willingness to experiment and learn from initial setbacks [3][19] - The platform's focus on the female ancient costume genre is driven by confidence from past successes and a perceived gap in the market for quality content [8][12] Group 2: Challenges and Market Dynamics - Bilibili's previous self-produced dramas have struggled to gain traction, with only a few achieving significant viewership, highlighting the challenge of cultivating a dedicated audience [15][18] - The platform's historical focus on user-generated content (UGC) has limited its investment in self-produced dramas, but changing market dynamics and user acquisition needs are prompting a strategic shift [18][19] - The competition from established players like iQIYI, Youku, and Tencent Video (爱优腾) necessitates a unique approach, with Bilibili opting for shorter, high-quality dramas rather than direct competition in long-form content [8][12] Group 3: Audience Engagement and Content Strategy - Bilibili aims to attract viewers by addressing common issues in the ancient costume drama market, such as content saturation and lack of originality, by selecting strong leads and experienced directors [8][12] - The platform's strategy includes leveraging its existing user base's interest in classic dramas while attempting to cultivate new viewing habits for original content [21][22] - The success of "Ancient Love Poetry" has prompted Bilibili to focus on the ancient costume genre, but the platform must navigate the challenges of audience expectations and content quality to retain viewers [19][23]