Bilibili Group

Bilibili is an iconic brand and a leading video community for young generations in China. With our initial website launch in June 2009 and officially named "bilibili" in January 2010, we provide full-spectrum video content serving diverse interests, and have built our engaging community around aspiring users, high-quality content, talented content creators and the strong emotional bond among them. Our mission is to enrich the everyday life of young generations in China.

We provide users with “All the Videos You Like” as our value proposition. In our community, users and content creators discover and interact with diverse content encompassing different interests, from lifestyle, games, entertainment, anime and tech & knowledge to many. We also enable broad video-based content consumption scenarios centered around professional user-generated videos, or PUGV, supplemented with live broadcasting, occupationally-generated videos, or OGV, and more. We have become the welcoming home of diverse interests for young generations in China and the frontier to promote Chinese culture across the world.

Video is an intuitive, vivid and informative way to connect people with the world and has become a dominant medium for communication, entertainment and information. We refer to the trend of video integrating into the scenarios of everyday life as “videolization”, which is creating a massive video-based industry in China. As a go-to video community for young generations in China, we believe we are well positioned to capture the attractive opportunities created by videolization.

With our vibrant community and high-quality content, we have established unparalleled leadership among Generation Z+, or Gen Z+, individuals born from 1985 to 2009 in China. According to iResearch, they are viewed as the golden cohort in China’s video-based industry as they are the driving force and trend-setter of all kinds of consumption in China.

Cultivating an engaging community where every user feels a sense of belonging has always been our top priority. Our community is comprised of a great number of interest-based sub-communities with passionate users bonding with each other over shared interests. We have thoughtfully designed various interactive features and pioneered a signature commenting function called “bullet chatting” to foster engagement. We also designed a unique official membership examination system to ensure strong interests and affinity to enhance users’ belonging and loyalty. We believe that our vibrant community, together with over a decade of experience in building it, forms one of our strongest competitive advantages.

We are focused on fulfilling the diverse and expanding interests of our users. We attract users with engaging content, retain them with our vibrant community, and curate the right content to satisfy their consumption needs. We have achieved diversified commercialization, primarily generating revenue from mobile games, value-added services, advertising, e-commerce and others. Capitalizing on the videolization trend and our in-depth understanding of highly engaged users, we believe we will capture more of the growing consumption needs of young generations in China.