Bilibili: Soaring to be China's largest Video Community for Young People

Bilibili, the most popular software in China among young people, deserves further exploration. This report aims to analyze how Bilibili has grown from a small website full of pirate videos to a preferred video community for China's younger generation (under 35 years old) today through community atmosphere building, content ecology maintenance, and understanding the mindset of Generation Z+ (born from 1985 to 2009). There are four main segments in this report. The timeline shows the major events that have shaped Bilibili since its foundation. Second, this report analyzes its four important turning points. Moreover, the success factors exhibit what makes Bilibili stand out from the many short-form video platforms in China. For example, Bilibili grasped the psychology of young people, managed to attract young people, and came out with its differentiation strategy. Finally, this report summarizes the lessons that students and entrepreneurs can learn from Bilibili's success.