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

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.

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.

This article originally appeared in The Business of Fashion.

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