Analysis of Bilibili's Competitive Strategy in the New Trends

Abstract

According to the "2022-2027 China Internet Video Industry Market Depth Research and Investment Strategy Forecast Report" published by the China Research Institute of Industry, as of the end of June 2021, the size of China's Internet users broke one billion, reaching 1.011 billion people, an increase of 0.22 billion people compared to the end of December 2020, the massive size of Internet users to promote the development of China's online video industry. The size of the short video market will increase more quickly between 2020 and 2022, with a compound annual growth rate of about 44%. The market size will grow at a slower rate during 2023-2025, but will still maintain a CAGR of 16%. China's short video market is expected to reach nearly 600 billion yuan in 2025 [1]. More than a quarter of a day is spent watching short videos on mobile devices in China. Along with visuals and audio, short video has emerged as the "third language" of the mobile Internet. Short-form video has rapidly increased in the new Internet economy. Bilibili's future development has attracted much attention. With the development of the Internet economy and the increase in significant video websites, whether Bilibili can continue its competitive advantage and successfully achieve business transformation has become controversial. This research will analyse Bilibili's business model through a SWOT analysis and make feasible suggestions for its future development.