B站2026年双11发力 打通“种草+大开环+转化”成交路径

This guide outlines Bilibili’s full operational plan and content lineup for the 2026 Double 11 shopping festival, serving as a practical reference for consumers to understand the promotion schedule and make informed purchasing decisions.

1. Aligned promotion timeline with major e-commerce platforms: The campaign will run through three phases: a warm-up period from mid-September to early October, a core sales peak after the National Day holiday, and a long-tail discount period starting November 12. Consumers can follow the familiar Double 11 timeline to plan purchases without adjusting to a new event schedule.

2. Smoother purchase decision journey: This year, Bilibili has fully integrated the path from product discovery to external platforms including Taobao and JD.com for final conversion. After watching authentic product reviews and recommendations on Bilibili, users can jump directly to their preferred e-commerce platforms to place orders, eliminating the need for repeated cross-platform searches and comparisons.

3. Highly relevant content for key categories: During the promotion, Bilibili will prioritize content such as home appliance and home furnishing reviews, outdoor and trendy apparel recommendations, and science-backed pet care and product guides. Consumers can research relevant category content in advance to avoid common purchasing pitfalls.

Bilibili’s 2026 Double 11 playbook for all industries outlines a new marketing pathway that balances brand building and performance conversion, serving as a critical reference for brands to acquire new customers and plan promotion strategies.

1. High-value core user assets across categories: The home appliance and home furnishing category counts 135 million consumers with an average age of 26; during last year’s Double 11, GMV for products priced above RMB 1,000 grew 63% year over year, driving an average new customer rate of 55% for industry players. The apparel and footwear category has over 80 million interested users, 76% of whom are mid-to-high spending consumers, delivering an average new customer rate of 60%. The pet category has 72 million pet owners, primarily aged 18–35 and based in tier-3 cities and above; Bilibili holds exclusive overlap rates of 50% and 36% with pet user bases on Xiaohongshu and Douyin respectively, representing significant untapped new customer value.

2. Clear vertical-specific marketing pathways: Home appliance and home furnishing brands can leverage platform-level IPs such as the Novel B-Selection Lab and Super Science Night for brand exposure, paired with Huahua creator content partnerships, Qifei traffic boosting, and search and recommendation traffic承接 to drive conversions. Apparel and footwear brands can capture traffic dividends from the newly launched first-level content section for outdoor and trendy fashion, collaborating with content creators (UP主) and celebrities on custom vlog content to reach audiences. For the pet track, where top brand penetration stands below 20%, brands can prioritize high-growth segments such as staple pet food and health supplements, and make early inroads into high-demand, low-penetration segments including pet medicine and smart pet products.

Bilibili’s 2026 Double 11 framework defines an open-loop transaction path and vertical-specific support policies, providing clear action guidance for sellers to tap new traffic sources and capture incremental promotion sales.

1. Accessible campaign rules and transaction pathways: The promotion timeline is fully aligned with major platforms including Taobao and JD.com, split into three phases: warm-up from mid-September to early October, core sales peak after the National Day holiday, and long-tail operation after November 12. Bilibili does not require merchants to complete transactions within its own closed ecosystem; instead, it has built an end-to-end path covering in-depth product seeding, external link traffic diversion, and conversion. Sellers can directly direct Bilibili traffic to their existing stores on mainstream e-commerce platforms, reducing operational costs.

2. Clear growth opportunity signals: High-ticket products priced above RMB 1,000 in the home appliance and home furnishing category are seeing rapid growth with a high share of new customers. The outdoor and trendy apparel track (including hardshell jackets and pants, trail running shoes, and running shoes) receives dedicated traffic support from the platform’s first-level content section, and sellers can reach users via creator and celebrity vlog content. In the pet track, top brand penetration is below 20%, with very few merchants operating in the pet medicine and smart pet product segments, creating low competition and an ideal market entry window.

3. Ready-to-implement operational playbooks: Home appliance and home furnishing sellers can adopt the integrated strategy of "IP exposure + Huahua content partnerships + Qifei traffic boosting + search traffic承接", while pet category sellers can follow the platform’s phased operational framework for execution.

Bilibili’s 2026 Double 11 consumer trend insights and platform operational rules provide clear guidance for manufacturers to define product design directions, identify new business opportunities, and build out e-commerce channels.

1. Clear high-demand product directions: Home appliance and home furnishing products should align with the preferences of young consumers aged around 26, with a focus on the RMB 1,000 price band, tech-forward features, and attributes that lend themselves to content sharing, to fit the communication style of product review and tech content on the platform. For apparel and footwear, manufacturers can prioritize the outdoor and trendy fashion track, including hardshell jackets and pants, trail running shoes, and running shoes, to match demand from the platform’s mid-to-high spending user base. For the pet category, beyond basic staple food, manufacturers can focus on developing pet medicine and health products, as well as smart pet products—these two segments currently have very low penetration on Bilibili, with strong unmet user demand and large market gaps.

2. Low e-commerce entry barriers with high customer acquisition value: Manufacturers do not need to build independent e-commerce transaction systems to access Bilibili’s channels. They can partner with creators to produce content, amplify content reach via paid traffic tools, and capture user search demand to direct traffic to partner e-commerce stores for conversion, resulting in low entry costs. Last year, Bilibili delivered an average new customer rate of over 55% across partner industries, helping manufacturers effectively expand their reach among young consumer groups.

Bilibili’s full-link open-loop strategy for the 2026 Double 11 festival signals new demand for content marketing services, helping service providers identify client pain points and design tailored service offerings.

1. Clear industry trends and client pain points: During this year’s promotion, brands across eight key categories—home appliances, consumer electronics, home furnishings, beauty, apparel and footwear, health and wellness, and pet products—will prioritize building an end-to-end path from content seeding on Bilibili to conversion on external e-commerce platforms, to achieve integrated brand and performance results. Most brands in the pet category have limited familiarity with Bilibili’s rules, creating urgent demand for phased operation and content seeding services. Apparel and footwear brands need support tailored to the platform’s new vlog content format and outdoor fashion section rules, including content planning and traffic alignment services.

2. Clear actionable service directions: For home appliance and home furnishing clients, service providers can build end-to-end service packages covering platform IP coordination, Huahua creator partnership matchmaking, Qifei paid traffic operation, and search optimization. For apparel and footwear clients, providers can launch specialized services including custom creator/celebrity vlog collaborations and content planning for outdoor fashion categories. For pet category clients, providers can design guided operation services aligned with the platform’s phased operational framework, to help brands enter high-demand, low-penetration market segments.

Bilibili’s open-loop strategy and vertical-specific refined operation approach for the 2026 Double 11 festival provides a replicable reference for all types of platforms to optimize promotion mechanics, improve cross-platform collaboration, and raise operational efficiency.

1. Highlighted value of cross-platform collaboration: For this year’s Double 11, Bilibili has opted not to build a closed in-platform transaction ecosystem. Instead, it will actively divert traffic to external transaction platforms including Taobao and JD.com, building a core path of "content seeding – open-loop traffic diversion – high conversion", which essentially reflects complementary value between content platforms and transaction platforms. Transaction platforms can proactively pursue traffic partnerships with Bilibili to capture high-value new users: over 55% of traffic driven by Bilibili across industries consists of new customers, primarily young, mid-to-high spending users with high overall quality.

2. Replicable platform operation insights: First, align promotion timelines with mainstream industry platforms to reduce adaptation costs for merchants operating across multiple channels. Second, implement refined vertical-specific operations: equip high-value categories with integrated tool sets covering IP exposure, content traffic investment, and search/recommendation承接; allocate dedicated traffic to high-growth tracks via independent content sections; roll out targeted merchant recruitment policies for low-penetration segments. Third, innovate content collaboration formats, such as custom vlogs co-created with creators and celebrities, to extend user session length and improve seeding conversion efficiency.

Bilibili’s 2026 Double 11 playbook sends multiple key industry signals, including the iteration of content e-commerce models, cross-platform value collaboration, and supply-demand restructuring in niche verticals, making it a high-value subject for ongoing tracking and research.

1. Notable business model innovation trends: Diverging from the common approach among content platforms of building proprietary closed transaction loops, Bilibili’s core strategy for this year’s Double 11 centers on a "seeding – open-loop external link diversion – conversion" path, actively opening its traffic to mature transaction platforms to explore a new multi-stakeholder value collaboration model. Its promotion operation model is also shifting from broad, category-agnostic traffic allocation to refined, vertical-specific operation, with differentiated playbooks and matching traffic resources designed for each industry.

2. New characteristics and emerging questions in niche segments: Young consumers have become the main driver of high-ticket spending, with GMV of products priced above RMB 1,000 in the home appliance and home furnishing category growing 63% year over year, and new customers contributing a dominant share of growth. The exclusive user value of content platforms is becoming prominent: Bilibili holds exclusive overlap rates of 50% and 36% with pet user bases on Xiaohongshu and Douyin respectively, emerging as a critical incremental channel for brand customer acquisition. The pet track faces clear supply-demand mismatch: user demand for pet medicine/health products and smart pet products is strong, but merchant penetration in these categories remains extremely low, leaving large market gaps. Topics including the conversion efficiency of cross-platform open-loop models and the seeding value of long-form content hold long-term research value.