According to a report by LatePost on July 18, Chinese video streaming platform Bilibili has been continuously adjusting its organizational structure in the past week, involving several core business departments and six business leaders.
The first major set of changes involves the firm’s commercialization department. Liu Zhi, Vice President of Bilibili and former head of its operation department, will be made responsible for commercializing the middle-end system and the main station commercial center. Liu has played a key role in promoting the growth of uploaders and users of Bilibili throughout the past few years.
Meanwhile, the firm’s marketing center will be placed under the responsibility of General Manager Wang Xu. Wang participated in the formation of the Bilibili brand advertising sales team from scratch. Both Wang and Liu will report to Li Ni, Vice Chairman and COO of Bilibili.
There are also adjustments to the company’s “main station.” On the afternoon of July 18, Bilibili issued an internal letter and announced that the reporting lines of the main station operation center, creative platform department, community operation department and content cooperation department will be moved from Liu Zhi to Wang Yuyang, Vice President and head of livestreaming business, while Wang will report to Chen Rui, Chairman and CEO of Bilibili.
At the beginning of 2021, Bilibili separated the main station game department as a “game content department,” and put it under the responsibility of Wang Yuyang. Wang carried out experiments of the integrated operation of livestreaming and video content, so as to enhance the richness of platform content and the volume of its livestreaming business.
The animation department in the operation center of Bilibili‘s main station will be split and separated into the “animation content department.” The film and television department, entertainment department and artist resource center will be merged into “film and entertainment content department” after being split. In addition, Bilibili has set up a brand-new data center.
Bilibili‘s adjustments began to brew after the 2022 Lunar New Year, and are led by CEO Chen Rui and COO Li Ni.
In 2019, Bilibili began to actively seek users and commercial growth. At present, the number of daily active users of Bilibili has reached nearly 80 million, and its annual revenue has reached 19.4 billion yuan ($2.87 billion), both of which have nearly tripled compared with three years ago.
However, at the end of 2021, pressure on Bilibili increased sharply. The global economy has entered a new cycle and the advertising industry has continued to decline. Industry supervision both within China and abroad is significant. Competition is becoming more and more fierce.
In March 2022, Chen Rui said at the company’s annual financial report meeting that the firm plans to break even in 2024. Three months later, he once again publicly stressed that the goal would not change.
Bilibili will focus on exploring more content consumption scenarios this year, such as vertical-screen short videos, OTT Internet TV and more. In addition, the platform hopes to improve the advertising loading rate.