Core Viewpoint - Bilibili (B站) has launched a support program called "SUPER UP" aimed at enhancing its fashion and beauty content creator ecosystem, with a significant investment of 10 billion in traffic support for 100 selected creators [1][3]. Group 1: Program Details - The "SUPER UP" program will provide selected creators with resources for commercial collaboration with international luxury brands and invitations to major events to boost their industry influence [1]. - Creators with over 100,000 followers on Xiaohongshu and over 1 million followers on Douyin, as well as industry professionals like fashion editors and stylists, will have access to a "green channel" for head creators, offering exclusive services [1][3]. Group 2: Market Context - Bilibili's core user base is Gen Z, whose demand for fashion and beauty content has seen explosive growth, prompting the platform to enhance its offerings in this area [3]. - Despite Bilibili's efforts to diversify content beyond ACG (Anime, Comics, and Games), the platform has struggled to attract high-quality creators in the fashion and beauty sectors, as evidenced by the low representation of beauty creators in the annual top UP master list [3]. Group 3: Financial Insights - In Q4 2024, Bilibili reported revenues of 7.73 billion, a 22% year-on-year increase, with advertising revenue reaching 2.39 billion, up 24%, accounting for 31% of total revenue [5]. - The beauty and fashion industry is known for significant marketing expenditures, with brands like Mao Geping reporting sales and distribution expenses of 1.904 billion, representing 49% of their revenue during the same period [5]. Group 4: E-commerce Strategy - Bilibili is shifting towards e-commerce, having upgraded its merchant management platform to "Bilibili Small Shop," facilitating direct purchases and third-party platform transitions [7]. - The fashion and beauty sector is expected to drive high conversion rates in e-commerce, with online sales in this category showing a 15.65% year-on-year growth, totaling 95.822 billion from January to February [7]. Group 5: Competitive Landscape - Bilibili is actively promoting its fashion and beauty e-commerce initiatives, including a recent video sales incentive program to boost creator engagement [9]. - To differentiate itself from competitors like Douyin and Xiaohongshu, Bilibili is focusing on long-form horizontal video content, which may not align with the typical vertical video format preferred by creators on other platforms [9][11].