B站10月UP主带货榜：新人占比超50% 服饰跃居第二大品类

Key data from the ranking overview: A high proportion of new creators, but overall GMV has declined.

1. New creators on the list account for 53.02%, a 52.41% year-on-year decrease, but the proportion remains similar to last year. Among them, 75% of new creators have fewer than 10,000 followers.

2. Only 149 creators achieved over 1 million RMB in GMV, down 52.24% year-on-year; only 10 creators surpassed 10 million RMB, a sharp decrease of 80.39%.

Key structural and category changes: Creators' follower bases have expanded, and product categories have diversified.

1. The proportion of creators with under 10,000 followers dropped to 18.79%, but increased 7.43 percentage points quarter-on-quarter. Creators with 10,000 to 500,000 followers now make up 57.05%, with an average follower count of 899,300, up 56.5% year-on-year.

2. Diversification in product categories: Tech-focused creators dropped to 55.7%, continuing a downward trend. Apparel and accessories rose to 11.41%, becoming the second-largest category, while 3C digital products declined to 67.11%.

Consumer trends and user behavior insights: Demand is diversifying, with increased focus on mid- and small-sized creators.

1. Apparel and accessories rose to 11.41%, becoming the second-largest category, indicating growing consumer interest in non-tech products. Brands can explore new fashion items to capture this trend.

2. 3C digital remains dominant but is declining, suggesting brands should optimize product quality or pricing strategies to maintain competitiveness.

Brand marketing opportunities: High proportion of new creators offers low-cost promotion channels.

1. Over 50% of ranked creators are new, with 75% having under 10,000 followers. Brands can collaborate with these emerging influencers for product testing or small-budget campaigns.

2. Average follower count grew 56.5%, but mid- and small-sized creators dominate, highlighting the need for better influence assessment to select the right partners.

Risk alerts and market opportunities: Overall GMV decline, but new creators and categories offer growth potential.

1. GMV fell over 50% year-on-year, creators with over 10 million RMB GMV dropped 80.39%, and only one low-follower creator achieved this level, indicating high risk in relying solely on top influencers.

2. New creators account for 53.02%, mostly with under 10,000 followers. Sellers can partner with emerging creators to reduce costs and test new channels.

Shifts in consumer demand and business models: Rise of apparel category opens new sales avenues.

1. Apparel and accessories at 11.41% is now the second-largest category, reflecting diversified user demand. Sellers can expand into this category or integrate content marketing.

2. Changes in creator follower structure, with more mid- and small-sized creators, provide learnable collaboration models, such as alliances with the 10,000-500,000 follower group to boost sales engagement.

Insights for product design needs: Category shifts require production line adjustments.

1. Apparel and accessories at 11.41% is now the second-largest category. Factories can develop trendy products aligned with this trend to meet new consumer demand.

2. 3C digital share fell to 67.11% but remains high. Factories can optimize manufacturing costs or functional designs to maintain market competitiveness.

Business opportunities and digital insights: Creator-driven commerce offers new e-commerce collaboration paths.

1. High proportion of new creators allows factories to explore direct partnerships with mid- and small-sized creators for customized production.

2. Follower structure data underscores the importance of digital channels. Factories can integrate e-commerce platform tools for precise production-sales alignment.

Industry development trends: Category diversification and creator structure changes drive new demands.

1. Tech-focused creators dropped to 55.7%, while non-tech categories like apparel grew. Service providers must expand cross-industry support services.

2. Overall GMV decline and sharp reduction in high-GMV, low-follower creators highlight client pain points, such as reliability in creator selection.

Technical solutions: Data analytics tools can mitigate risks.

1. Year-on-year GMV drops and follower structure changes indicate a need for performance monitoring tools to help clients identify promising creators.

2. High proportion of new creators with low sustainability suggests service providers can offer matching algorithms or training programs to improve client ROI.

Platform operations and merchant recruitment dynamics: GMV decline and influx of new creators require management optimization.

1. Overall GMV fell over 50% year-on-year, with fewer low-follower, high-output creators. Platforms need stronger risk controls, such as anti-fraud algorithms.

2. New creators account for 53.02%. Platforms can leverage this to boost merchant recruitment, offering support policies to attract brands to collaborate with mid- and small-sized creators.

Latest practices and demand management: Category diversification is an operational priority.

1. Apparel and accessories becoming the second-largest category suggests platforms should adjust channel operations and merchant strategies to prioritize this category.

2. Average follower growth declined 21.49% quarter-on-quarter, indicating a need to optimize content algorithms to enhance user engagement and sales sustainability.

Industry shifts and business model changes: Evolving commerce landscape reveals new challenges.

1. Tech creators' share continues to fall, while apparel grew to 11.41%, signaling consumer diversification as a mainstream trend.

2. Sharp GMV decline, with over-10-million-RMB creators down 80.39%, combined with high new creator proportions but low output, raises questions about sustainable business models.

Policy and regulatory implications: Need for stronger creator authenticity oversight.

1. High-GMV, low-follower creators dropped from 15 to 1, suggesting fraud risks. Research could recommend platform data audits to ensure fair competition.

2. Creator structure data, such as the 10,000-500,000 follower group expanding to 57.05%, invites exploration of new collaboration models, like incentive mechanisms to stabilize mid- and small-sized creators.