Why do figures like Lei Jun love Bilibili so much?
Apart from Bilibili, who else dares to tease Lei Jun so blatantly.
Just two days ago, Lei Jun spared time to visit Bilibili for a floor-walking tour, and everyone there showed no mercy to him at all.
The moment he walked into the lobby, the iconic work played on a loop right in front of him — Bilibili's legendary classic *Are you OK*.
This is exactly what we call "performing the meme right in front of the person the meme is about", with full immersive vibe. From the cheers of onlookers, the line "Are u OK" popped out now and then.
Netizens also joked that this is the already-famous UP host returning to his home turf.
Outside, you are the top domineering CEO who has made achievements in three major sectors, with a fortune of 100 billion yuan, and everyone will respectfully call you Mr. Lei. But back on Bilibili, you are nothing more than UP host Lei Jun.
It is now the critical moment for Xiaomi's new business launch and product delivery. Lei Jun's schedule is fully packed every day: he is in Xuzhou today, Shanghai tomorrow, and Hangzhou the day after tomorrow.
A place he is in such a hurry to visit must have a clear purpose.
Shi Chao did some research and found that actually every time Xiaomi takes a major action, Lei Jun's first reaction is to rush to Bilibili.
For example, before the SU7 Ultra prototype challenged the Nürburgring Nordschleife, Lei Jun went to Bilibili to release his only in-depth exclusive interview in recent years.
Truly worthy of the title of "old internet celebrity" who grew up on Bilibili, he still never forgets how attractive Bilibili is even after so many years.
This time, Lei Jun not only met content creators in the automotive section, but also asked many different UP hosts for experience advice. Since he settled on Bilibili in 2020, Lei Jun has also been updating his account and operating diligently.
Not only Lei Jun, Shi Chao checked and found that the top leaders of almost all major automotive manufacturers have settled on Bilibili.
Including but not limited to He Xiaopeng of Xpeng, Li Bin of NIO, Li Xiang of Li Auto, Wei Jianjun of Great Wall Motors, Li Yunfei of BYD, and many others.
These accounts basically maintain an update frequency of once every 1 to 3 days, and most of the videos output dense viewpoints with a duration of more than 5 minutes.
There are also many long conversations with Li Dan, Luo Yonghao and others that last for one or two hours.
Looking at these accounts, Shi Chao can't help but feel a little worried.
As everyone knows, running a personal account by yourself has the risk of making mistakes, which is completely different from reading a PPT at a press conference.
Of course, the truth that Shi Chao understands is even clearer to these business leaders. The fact that they are willing to take the risk of overturning just shows how eager they are to tap into Bilibili's value.
What exactly are these business leaders coveting? The data might make the situation more intuitive.
Nomura Securities released a research report in July this year.
In July 2026, Bilibili's total usage duration increased by 8% year on year, the number of daily active users increased by 6% year on year, and the average daily usage duration per daily active user increased by 2% year on year.
The figures alone do not seem that remarkable, but once you put them in the summary table, you will understand what it means.
Even if we count the short drama platforms, there are only three video platforms that are achieving growth.
Under the fierce impact of short videos, almost all platforms are having a hard time. In particular, the daily active user numbers of long video platforms such as iQiyi, Tencent Video, Youku and Mango TV are all declining steadily.
Bilibili is one of the few remaining video content platforms that still maintains user growth.
Shi Chao also checked this year's Q2 financial report and found that Bilibili has also made good profits.
The total revenue in Q2 reached 7.94 billion RMB, with advertising revenue rising 28% year on year to 3.13 billion RMB. Although the growth rate is not extremely high, its advantage lies in its stability.
After looking at these sets of data, the reason why car manufacturers choose Bilibili becomes very clear.
In the long-term battle of content platforms, Bilibili has stood firm. Not only the automotive industry, but also the top leaders of robotics, internet, AI and other industries are all flocking to Bilibili.
For current brands, Bilibili is a must-win place to win over young people.
What brands buy on Bilibili is not just one or two exposures, but the opportunity to break out of the niche circle and integrate into the community culture.
Automobile manufacturers should have a deep understanding of this point. Itasha used to be an extremely niche circle, but Bilibili World has almost become the largest itasha exhibition in Asia thanks to young people.
Last year's Bilibili World gathered more than 800 itasha cars inside and outside the venue. Young people had a great time watching them, and all new EV brands also reaped huge benefits.
The tens of millions of exposures and reach that marketing departments dream of day and night can be easily achieved by a meme video or a MAD video on Bilibili made by young users.
Young people may play memes in a very unrestrained way. But if the brand can catch on to these memes, it can use the momentum to achieve wide public recognition successfully.
It may even become a long-lasting classic case, just like Mr. Lei's meme.
It has been ten years, but the moment Lei Jun appeared this time, everyone still blurted out that line unconsciously.
For Xiaomi and Lei Jun, this single MAD video can still bring them benefits for another ten years. It has become an identity label of Xiaomi, and saying "Are u OK" can almost break the ice in any new occasion.
Of course, jokes aside, content is the core essence of any content platform after all.
On this point, Bilibili has never disappointed.
All in all, the automotive section of Bilibili was not established as a first-level section until 2021, but it became one of the fastest-growing sections in less than a year.
Between 2024 and 2025, the number of automotive content submissions rose from 159,000 to 581,000, an increase of 266.8%. The number of automotive section UP hosts has exceeded 300,000.
There are also a huge number of hit videos, and the number of automotive videos with over 1 million views has increased by 149%.
Of course, our Auto Department of X.PIN is also included in these figures~ everyone knows what the one-click triple interaction means.
Moreover, Bilibili is an unavoidable platform for many products and communities.
Just as Lei Jun said, Bilibili is committed to developing medium and long videos. Because some things really take more than ten minutes to explain clearly.
Previous research conducted by CTR and Bilibili found that users need an average of 16.2 minutes to fully understand a car model.
Users need to consider 5 to 7 factors at the same time, ranging from safety, intelligent driving, to power performance and public praise... They even want to make an Excel sheet to check all the items one by one.
For such complex purchase decisions, a wrong choice will lead to huge real money losses.
But it is very difficult for us to piece together a complete conclusion from the fragmented information of short videos. Therefore, for products with high unit price and complex decision-making process, medium and long videos that can conduct comprehensive reviews and disassembly are more valuable.
It is worth mentioning that no matter how long the video is, Bilibili users are willing to watch it.
Lei Jun's in-depth exclusive interview lasted for 3 hours and 26 minutes, which is the longest interview he has ever accepted.
Against the backdrop of increasingly scattered user attention, Bilibili users' acceptance of long videos is rising against the trend.
In the second quarter, the viewing duration of videos longer than 5 minutes increased by 18% year on year.
Video podcasts that often last for one or two hours even exceeded 100 million minutes of daily play time on Bilibili, with a total of 236 million people having watched them.
Users are not only willing to absorb in-depth content, but also very willing to interact with UP hosts. Long comments with more than 100 words increased by 67% year on year, and the average monthly interaction volume is close to 17.4 billion times.
Anyone who creates content must understand how valuable these figures are.
Shi Chao still remembers a set of data released for Bilibili's 17th anniversary this year.
Bilibili has