How to do Marketing on Bilibili in China? Bilibili User Analysis

Bilibili (Bilibili.com) has gradually become a core platform that gathers young Chinese users and profoundly influences their cultural consumption and lifestyle decisions. Leveraging its massive young user base and its ever-expanding content ecosystem covering all aspects of life, Bilibili has built a unique community of trust and influence. This makes it more than just a video consumption venue; it has become a crucial arena for brands to systematically understand, continuously adapt to, and influence young Chinese consumers.

What do young Chinese people like to watch?

Chinese youth's content consumption on Bilibili has evolved from general entertainment to a more fundamental need for self-construction and global connection. They actively search for content there, satisfying their deeper needs for instrumental rationality, value identification, and emotional management.

What do young Chinese people like to buy?

Paying for "hardcore experience" and "long-termism"

They favor "durable happiness" products with top-notch performance that can improve their quality of life (such as flagship digital products and smart home appliances).

Paying for "shared interests" and "emotional connection"

They are willing to pay a premium for products that embody a specific subculture, IP-related emotions, or creative enjoyment (such as IP-branded food products and crowdfunded figurines).

for "precision health" and "instant healing"

From general wellness practices to physical fitness program management specifically addressing county-level sports issues.

So how should brands market themselves in this situation?

To truly guide consumption, brands must resonate with young people . 76.7% of advertisers increased their content marketing budgets in 2025, hoping to accumulate brand digital assets and achieve resonance and differentiation. However, 60.0% believe that Bilibili users have high demands for content quality and face high production barriers: 55.0% find it difficult to grasp the cultural trends and expressions of young people; and 46.7% are not familiar enough with the community rules and culture.

To overcome these challenges, brands must transcend traditional marketing thinking, moving beyond simply "talking to young people" to "co-creating with them on a two-way basis." Only when brands truly understand and integrate into the lifestyles of young people can communication influence their purchasing decisions. The essence of successful marketing is a continuous emotional resonance and value co-creation: brands are no longer just external "promoters," but gradually internalize themselves as "life companions" whom young people trust, identify with, and actively share. This also means that every piece of content invested should not stop at short-term exposure, but should be transformed into a substantial and sustainable brand mental asset.

Faced with common industry challenges such as content homogenization, barriers to emotional communication, and the difficulty in quantifying mental assets, brand marketing on Bilibili should no longer be limited to single-scenario reach, but should be viewed as a process of "systematically building mental assets." Bilibili, with its deep content ecosystem, high-trust community, and continuously improving commercial infrastructure, provides brands with a sustainable, measurable, and operable path to mental asset growth, helping them truly connect with young people and transform their strategy from simply consuming traffic to building trust assets.

In this systematic approach, brand operations on Bilibili are no longer limited to single-point placements, but rather a progressive and interconnected process of cultivating brand awareness: integrating into the community to gain access to dialogue, building trust to cultivate a professional image, nurturing emotions to accumulate brand assets, and inspiring action to validate value . Ultimately, the brand achieves a complete brand presence in the minds of young people, not only being "seen" but also "recognized" and "chosen," truly realizing long-term management from traffic to trust, from attention to growth.

Bilibili boasts cultural rituals and consumption events throughout the year. The key to brand marketing lies in going beyond simple promotional exposure and deeply integrating into, or even co-creating, these emotional rituals to build an emotional bond with users based on shared memories.

Case Analysis

Nike

The Nike app needs to attract new young users and increase the proportion of female users. Nike By You has the attribute of ritualistic customization. Through popular videos by content creators, users are guided to pay attention to and learn about NBY services. Through the guidance of content creators in the comment section, new user acquisition and GMV are achieved. Young users aged 18+ pay more attention to the sense of ritual in life, are fans of shoe culture, and have their own pursuit of personalized dressing and seek differentiation.

Core strategy:

1. Innovation: High-quality content from content creators drives the creation of custom shoe designs, and the content creators' comment section becomes a new highlight of the project, igniting the sneaker culture forum. UGC, in turn, provides brands with feedback on high-quality products.

2. Content creators: They combine their personal DNA with NIKE BY YOU, deeply telling the brand story and product details, igniting fans' enthusiasm for interaction.

3. Users: Share high-quality comments that are highly relevant to NBY, allowing users to "live in the comment section" and creating the biggest "everyone is a sneaker designer" event during the Christmas and New Year holidays.

Vivo X300 series

On the occasion of vivo's 30th anniversary, its X300 series, as a sincere offering from the brand, faces an environment of homogenization in the mobile phone industry and fierce competition in the high-end market. Bilibili, as an internal platform where Generation Z gathers, aligns well with vivo's young user base. The brand's goal is to break through the circle with "differentiated scenarios + youth-oriented marketing" and create a phenomenal new product launch event through cooperation with Bilibili, empowering vivo's brand influence for its 30th anniversary.

Core strategy:

Young users are not sensitive to hard specifications, but they value scene experience and content-based social interaction: such as "shooting celebrities from the mountaintop" at concerts and "sharing travel photos to go viral" are core pain points. The launch event was upgraded from a "product showcase" to an "immersive carnival for Bilibili users," with "scene + content + community" as the core, binding to high-frequency social scenarios, creating a sense of companionship through the UP master ecosystem, and transforming product selling points into tangible social currency.