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Agenda-setting intelligence, analysis and advice for the global fashion community.

A Guide to Bilibili, China’s Gen-Z Hangout

The video streaming platform has attracted Louis Vuitton, Nike and others looking to recruit the next generation of Chinese consumers. But brands need to understand its unique community to avoid making mistakes.
Fashion and beauty videos on Bilibili. Bilibili.
Fashion and beauty videos on Bilibili, by users (clockwise from left): KunKunVIO, XiaoPiHaiFuturemade, DaoDaoDao0, DaXiong's Fashion Diary, April Morning, Xie Anran, The Amazing Bawan Erbing, Mono-lidded Pei. Bilibili.

Most social media platforms make a show of their high engagement rates, but few expect users to pass an entrance exam to prove how committed they will be. Welcome to the high-energy world of Bilibili, the Chinese long-form video streaming platform founded as a hub for anime, comic and game (ACG) enthusiasts that’s now going mainstream.

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