The Innovative Development Mode of Bilibili Screen Network
In the Chinese Internet market, which is becoming more and more oligarchic, how does Bilibili find a unique way through the unique community culture and business operation model from many video websites, to attract the attention of young people, become a holy place in the mind of countless post 95 and post 00s? This paper analyzes Bilibili's innovation mode from his development mode, commercial operation structure and financial situation, and puts forward some development countermeasures for its existing problems. 1. The Development History and Present Situation of Bilibili Bili (Bilibili) screen Network (hereinafter referred to as Bilibili) is a domestic website based on two dimensional culture and video sharing. Xu Yi founded the Biili screen Network which is formerly known as the video sharing site Mikufans on June 26, 2009. In 2011, The Co founder of Cheetah Mobile, Chen Rui, joined Bilibili as an angel investor and became a member of the board of directors in the future [1] Although Bilibili has been at a loss, Alibaba and Tencent have still become the shareholding company, holding 12% and 8% of the shares, respectively. There were many fansub group, which is handling foreign videos and upload on the internet, actively in Bilibili because it's limited for Chinese Mainland to import foreign film and television works. However, in order to protect the creative rights of the film side and comply with the regulations of the State Administration of Radio, Film and Television, Bilibili removed a large number of TV dramas, films, etc from the shelves in 2017, which also marked that Bilibili has progressed in standardizing the examination system and respect the copyright of the author as a creative platform. On March 28, 2018, Bilibili successfully listed on NASDAQ in the United States, surpassing the same type of AcFun and Niconico in Japan, and becoming the first listing of niche video sites. Today, Bilibili can no longer be simply called two dimensional video website. In addition to updating all kinds of animation works quarterly every year, Bilibili also divides animation, TV drama, national creation, music, dance, game, science and technology, life, ghost animal, entertainment, fashion and other content divisions, in addition to the main station linkage live broadcast, audio, member purchase and comic books and other related business. In Bilibili, users upload their own videos to get a lot of fans' attention, collection, forwarding, and income from coin and charging. The way the video is delivered is similar to that of YouTube, while the way of sending bullet screens to interact with others is similar to that of the Japanese Niconico website. This group of users are called up owners (video creators and uploads) Bilibili has more than 1 million up owners and more than 1000 million original contributions. Among them, original music dance, beauty makeup introduction, ghost animal video, game and film explanation, food and life sharing constitute the important components of Bilibili's original video, they are also the most widely disseminated video types in the station. 2019 9th International Conference on Information and Social Science (ICISS 2019) Copyright (c) (2019) Francis Academic Press, UK DOI: 10.25236/iciss.2019.043 226 2. The Characteristics of Bilibili Bilibili features a real time comment function suspended above the video, which enthusiasts call it bullet screen. This unique video experience allows the Internet based bomb screen to transcend the limitations of time and space, build a wonderful synchronic relationship, form a virtual tribal viewing atmosphere, and make Bilibili a cultural community with great interactive sharing and secondary creation. Bilibili is also one of the birthplaces of many popular online words. 2.1. UGC Occupies the Dominant Position of Content Production. Bilibili is not like traditional video website with television docking film and television programs, Bilibili's content and copyright costs in 2017 are far less than the revenue share cost and loan server cost [2] Nearly 70 percent of the content is uploaded by users themselves, also known as UGC. Through 19 video partitions and thousands of video tags, users can easily find the relevant content they are interested in, and quickly achieve the purpose of entertainment or access to information. In addition to animation and movies, the official videoes of PGC contents have attracted many new users, and these videos not only adding traffic, but also expanding the cultural boundaries of the community. Bilibili also cut into the documentary industry, which has not yet formed a market pattern (eg. Masters in Forbidden City) and has also tried the website's homemade programs (eg. storytelling king) all of which have had a warm response. 2.2. Huge up Owners Creation System. In view of the high degree of freedom of Bilibili's creation, the sequence of serial creation has become very common. For example, your name is an animation, and it can also derive adapted video, theme song restoration, scene restoration and other creative ideas. The huge up owners' creation system almost covers all aspects of life, which is not only the cornerstone of supporting Bilibili traffic, but also the core content of website operation. Unlike ordinary videos, the videos which are delivered by famous up owners with a large number of fans usually well made and have a strong personal style. For example, cat bite's dance video, papi's short videos and so on belong to PUGV. This part of the content is directly related to user stickiness and activity, which is the foundation of Bilibili's community ecology. While providing a delivery platform, Bilibili also implements a creative incentive plan for up owners, giving creators additional rewards and attracting more up owners through counting the amount of video broadcast, collection and coin, etc. Since 2017, the Communist Youth League Central Committee, CCTV and other state media have also noticed Bilibili's huge user base. Corresponding channels have been set up one after another. 2.3. Good Community Cultural Atmosphere. Most of Bilibili's core users are Generation Z, referring to people born from the mid 1990s to 2000, commonly known in China as the post 95 generation. There are many only children in this part of the population, who basically grow up with Internet technology. They have a wide acceptance of film and television culture at home and abroad, and have a strong demand for free expression and friendship. The emergence of Bilibili fills this emotional gap, which meets the interactive needs of users in the virtual world, the needs of social identity, psychological belonging, and the self protection mentality that will not divulge privacy [3] Bilibili also flexibly used big data analysis technology, in addition to the recommended home page video, Bilibili also targeted push the corresponding video and services according to the user's browsing habits, greatly increasing the possibility of users clicking browsing. Bilibili's audit mechanism is a threshold for entering this large community. If you want to participate in the interaction at a deeper level after watching the video, you must become a full member of Bilibili. There are only two ways to obtain full members: first, through the old users to use 50 stations of money to buy invitation codes; second, pass the examination about the screen etiquette, 1 UGC(User Generated Content)It refers to the original content of the user, that is, the users displays his original content through the Internet platform or provides it to other users. 2 PGC(Professional generated content)That is, the content provided by the expert. 3 PUGV is the user made, after professional planning and production of the content.