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China’s YouTube wants to be its Netflix—and more
中國版油管想成為中國版網飛——而且還不止如此
The mission statement of Bilibili, often dubbed “China’s YouTube”, stands out for its modesty. Instead of promising to change the world, the firm aspires merely to “enrich the everyday life of young generations in China”. If user figures are a guide, the Chinese young feel enriched. In the last quarter of 2020 the number of people who used the service at least once a month shot up by half from a year earlier, to 202m. Nearly nine in ten were under the age of 35. Videos on the platform, which range from sports highlights to self-help lectures and everything in between, attract an average of 1.2bn daily views.
B站常被稱為“中國版油管”，而其企業宣言卻以謙遜低調而備受矚目。B站從未放出豪言要改變世界，只希望“豐富中國年輕一代的日程生活”。但從用戶數據來看，中國年輕人的確因此而充實。在2020年的最后一個季度，B站的月活躍用戶量相比一年前猛增50%，達到了2.02億。將近90%的用戶年齡在35歲以下。B站平臺上的視頻類型應有盡有，從體育賽事集錦到有關自救的講座，日均觀看量達到12億次。
Launched in 2009 as a website for fans of Japanese anime, Bilibili has evolved into a diversified entertainment group. In recent months even Western musicians (such as Jessie J and Charlie Puth) and Hollywood stars (including Dwayne Johnson) have rushed to set up Bilibili accounts. Investors, too, have taken notice. Between March 2018, when the firm listed in New York, and February this year its market capitalisation rose more than tenfold, to $41bn. On March 23rd it raised $2.6bn in a secondary listing in Hong Kong.
2009年推出的B站當時只是一個面向日本動漫迷的網站，現已發展成為多元化的娛樂集團。近幾個月來，甚至連西方音樂家（如婕西和查理·普思）和好萊塢明星（包括道恩·強森）都爭先恐后地開設了B站賬戶。投資者也注意到了這一點。從2018年3月在紐約上市到今年2月，B站市值增長了10倍多，達到410億美元。3月23日，B站在香港的二次上市中籌集了26億美元。
Unlike YouTube, Bilibili refuses to clutter usergenerated videos with adverts. That way, the thinking goes, it can attract new users put off by such interruptions, and convince them to spend more time on the platform. The central aim, as described by executives, is to “convert” this “sticky community” into “paying users”.
與油管不同的是，B站拒絕在用戶發布的視頻中添加廣告。這樣做的理念是，可以吸引對干擾廣告反感的新用戶，并說服他們在B站上花更多的時間。正如高管們所言，B站的核心目標是將“粘性群體”轉化為“付費用戶”。
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