Dior scores a first as it makes Bilibili move
Dior has launched an official account on Chinese video sharing website Bilibili.
It’s the first luxury brand to go down this route.
Bilibili was once viewed as a youth subculture thing, but has been moving towards the mainstream in recent times. It recorded a 70% year-over-year growth to reach 172 million monthly active users by the first quarter of 2020, placing it in the same league as video services operated by Tencent and Baidu’s iQiyi.
“According to a report released by Secco, Tencent and Deloitte, Generation Z is becoming the main force of consumption of luxury products,” says Miro Li, Founder of CHINAble Academy & Double V Consulting.
“50% online luxury consumers are aged 25-35 years old. On the other hand, 78% of Bilibili users are aged 18-35 years old, representing the future of the market. If you still think Bilibili is just an ACG video platform, then you are absolutely wrong.”
Dior currently has 659 followers on Bilibili and is mostly posting official promotional videos. “Looking forward to see how Dior will develop on Bilibili. Will they produce some special content that matches its style? Let’s see!” Li concludes.