B站国际版再扩围 开始向欧美市场招募创作者

This article covers Bilibili’s new phase of global expansion, in which the platform has launched a fully updated international mobile app, is recruiting creators and building local operation teams targeting global markets, with a key focus on Europe and North America. Key takeaways are as follows:

1. Product updates: The new Android version of the international app is now available for download in select regions. Compared to the older version, it lowers registration barriers by removing mandatory identity verification, and focuses on global content distribution and localized operations. Bilibili has also launched the Bilibili Creator Hub, a dedicated information platform for international creators that delivers updates on platform changes, campaigns and creator resources.

2. Shift in expansion strategy: Bilibili previously entered the global market through ACG content, with an initial focus on Southeast Asia, where it now hosts the region’s largest anime content library. This new round of expansion extends its reach to additional markets including Europe, North America, Latin America and Japan, while expanding its content offering beyond licensed anime to include local creator UGC, independent animation, and original IP content.

3. Recent operational data: In Q2 2024, Bilibili reported 116.5 million daily active users, a 7% year-over-year increase, with total revenue of 7.94 billion yuan (up 8% YoY) and net profit of 339 million yuan (up 55% YoY). The company has not yet disclosed specific phased targets for its international version.

Bilibili’s new round of global expansion opens up new channel opportunities and marketing directions for cross-border brands. Key insights are as follows:

1. New channel opportunity: Bilibili is expanding from its existing base in Southeast Asia to major global markets including Europe, North America, Latin America and Japan. The platform is currently in the early stage of ecosystem building, and its new international version lowers user registration barriers, resulting in relatively low traffic competition. Brands can enter early to secure positioning and run brand marketing campaigns leveraging Bilibili’s strong community attributes.

2. User and content trends: Bilibili already has a solid established user base of ACG fans overseas. This expansion will diversify its content categories to attract a broader group of young Gen Z users, making the platform particularly well-suited for brands in ACG derivatives, trendy cultural goods, consumer electronics, and other youth-oriented consumer categories.

3. Layout guidance: Bilibili is prioritizing localized operations and creator ecosystem development in this expansion. Brands looking to go global can partner with Bilibili’s local teams and creator resources for content marketing collaborations, to reach and resonate with target audiences through community-based content.

Bilibili’s new phase of global expansion brings new growth opportunities for cross-border sellers, who should also be aware of associated risks. Key takeaways are as follows:

1. Opportunity outlook: With a mature ACG user base already established in Southeast Asia, Bilibili is now expanding into Europe, North America, Latin America and Japan. The platform is in the early stage of building its creator ecosystem and local teams, meaning significant traffic dividends are available—sellers that enter early are more likely to receive favorable traffic allocation from the platform.

2. Strategic alignment: Bilibili operates primarily as a content community and prioritizes supporting the local creator ecosystem, making it a good fit for cross-border sellers focused on content seeding and influencer-driven sales. Sellers can partner with Bilibili’s local creator resources for content collaboration and sales, aligning with the platform’s content ecosystem rules.

3. Risk note: Bilibili has not yet disclosed details on content distribution and recommendation mechanisms between its Chinese main site and international version, nor has it released partnership policies, commercial monetization rules or creator support programs for sellers. Sellers should wait for further official disclosures before making cautious entry decisions to avoid missteps.

Bilibili’s global expansion brings new business opportunities for export-focused manufacturing factories, and offers useful references for digital go-global strategies. Key insights are as follows:

1. New business opportunities: Beyond its existing licensed anime content, Bilibili’s expansion prioritizes new content formats including local creator content, independent animation and original IP. This creates new order demand for factories producing ACG derivatives, trendy cultural goods, tech accessories and IP-collaborated products. Factories can partner with Bilibili or overseas creators to develop co-branded products and expand sales channels.

2. Insights for digital go-global: Bilibili’s go-global strategy starts with niche vertical content to build a local user base, then gradually expands market coverage and builds a localized ecosystem. This demonstrates that factories building their own overseas brands should prioritize content operations and local adaptation, as content communities allow them to reach target users at a much lower cost.

3. Product direction guidance: Bilibili’s core overseas user base is dominated by young consumers, who have strong demand for products tied to original ACG and youth trend culture. Factories can adjust their product design and production to align with the consumption preferences of young overseas users and build products that better fit market demand.

Bilibili’s new phase of global expansion reflects a new trend of Chinese content platforms going global, and brings new business opportunities for related cross-border service providers. Key takeaways are as follows:

1. Industry development trend: Leading Chinese content communities have moved beyond early regional testing to enter a new phase of global expansion and localized creator ecosystem building. A growing number of domestic content platforms will follow suit with go-global layouts, driving sustained growth in market demand for go-global related services.

2. Core client pain points: Bilibili is currently in the early stage of expansion and has strong unmet demand for localized supporting services, including local creator management and operation, content localization (translation and transcreation), regulatory compliance consulting for different markets, and marketing execution services. There is currently a large supply gap for these services.

3. Solution direction: Service providers can develop tailored service packages specifically for content platforms going global, building solutions addressing core pain points including localized operation, creator management and regional compliance. By partnering early with go-global platforms like Bilibili, providers can capture new market opportunities.

Bilibili’s international expansion path offers a useful reference for peer content platforms going global, and clarifies core needs and key precautions for content platform internationalization. Key takeaways are as follows:

1. Replicable expansion practices: Bilibili adopts a phased expansion strategy: it first entered culturally proximate Southeast Asian markets, building its user base through ACG vertical content, before gradually expanding to global markets including Europe, North America and Latin America. It built local operation teams first, then grew its creator ecosystem, and gradually lowered user entry barriers to improve experience. This path effectively reduces expansion risk.

2. Core demand summary: The core requirements for content platforms going global are localized operation capabilities, local creator resource development capabilities, and content compliance capabilities aligned with local regulations. Platforms need to establish local teams in advance to adapt to the user needs and regulatory requirements of different markets.

3. Risk mitigation guidance: Bilibili has not yet released clear phased targets or cross-regional content distribution rules for this round of expansion. Go-global content platforms should plan for content compliance across different regions in advance, advance expansion step-by-step, and avoid risks brought by overhasty investment.

Bilibili’s new phase of global expansion signals a new direction for Chinese internet content platforms going global, and offers valuable reference for research on industrial internationalization. Key conclusions are as follows:

1. New industrial trend: Chinese content communities have completed the early stage of regional trial and error, and have shifted from copyright content-driven expansion to a new phase of global expansion driven by local creator ecosystems. They are now replicating the successful community business models developed in China for overseas markets, representing a new characteristic of Chinese internet go-global.

2. Characteristics of the expansion model: Bilibili adopts a gradual penetration expansion model: it first builds advantage in culturally proximate regional markets relying on vertical content, then gradually expands to other global markets, establishing local teams before growing the ecosystem. This model effectively controls go-global risk and improves localization adaptability, making it a representative reference path for content platforms going global.

3. New questions for future research: This expansion highlights that cross-regional content distribution rule design, community operation under different regulatory environments, and linkage mechanisms between domestic and overseas content ecosystems are all outstanding unsolved problems for Chinese content platforms going global, and represent key directions for future industrial research.