Summary of Bilibili Inc. (BILI) NDR Takeaways Company Overview - **Company**: Bilibili Inc. (BILI) - **Date of Meeting**: February 27, 2025 - **Context**: Discussion of 4Q24 results and 1Q25 outlook Key Highlights Advertising Performance - **4Q24 Advertising Growth**: Achieved a solid +24% year-over-year (yoy) growth, driven by strong performance ads (+40% yoy) and healthy native and brand ads (both at double-digit% yoy) [1][3][5] - **1Q25 Advertising Outlook**: Management anticipates advertising revenue to grow at +20% yoy, expressing optimism about ad momentum for FY25 [1][3][5] - **Traffic Growth**: Video Views (VV) increased by +14% yoy in 4Q24, expected to continue growing at double-digit% in 2025 [3][5] - **Ad Load**: Currently at 6%+, which is lower than peers' teens% level, indicating potential for increase [3][5] - **eCPM**: Positioned between Douyin and Kuaishou, with upside potential through ad algorithm enhancements [5] Gaming Segment - **4Q24 Gaming Growth**: Surged +79% yoy, primarily due to the success of Sanguo NSLG [1][6] - **1Q25 Gaming Outlook**: Management targets +70-75% yoy growth, with several upcoming titles awaiting Banhao approval for potential release in 2H25 [1][6] - **Sanguo SLG Season 6**: Designed for lighter monetization compared to Season 5, aiming for a balanced in-game ecosystem [7] Margin Expectations - **1Q25 Gross Margin**: Expected to be around 36%, largely flat quarter-over-quarter (qoq) [1][6] - **Long-term Margin Targets**: Mid-to-long term gross profit margin (GPM) target of 40%+ and operating profit margin (OPM) of 15-20% through improved cost structure and favorable revenue mix [1][6] AI Integration - **AI Utilization**: Bilibili is adopting AI for content review and ad material generation, which is expected to enhance efficiency and reduce staffing needs [1][11] - **Future AI Benefits**: Management believes Bilibili will be a key beneficiary of generative AI advancements over the next 1-2 years [1][11] Capital Allocation - **Share Buyback Program**: Currently has a US$200 million share buyback program [1][11] - **Investment Opportunities**: Management sees multiple growth opportunities to sustain competitiveness [1][11] Additional Insights - **Verticals in Advertising**: Top verticals in 4Q24 included Games, Digital products, Home appliances, E-Commerce, Internet services, and Automobiles [5] - **Improvement in Advertiser Sentiment**: Noted moderate improvement for 1Q25 [5] - **Revenue Sharing Costs**: Accounted for 41% of total revenue in 4Q24, with fixed costs at 17% [7] Financial Projections - **Revenue Growth**: Expected revenue for 2025 is RMB 30.215 billion, with a projected growth rate of 19% [20][22] - **Price Target**: 12-month price target set at US$23.70, with an upside of 11.9% from the current price [22] Risks - **Key Risks Identified**: Potential slowdown in advertising, weaker-than-expected game grossing, and challenges in reducing content costs/revenue sharing as a percentage of revenue [20]