Consumption Power on Douyin and Bilibili

Douyin's average order value (AOV) sits between 50 and 120 RMB, while Bilibili's ranges from 200 to 300 RMB. Douyin's shopping-user penetration is 38%, compared to just 10% on Bilibili.

Some brands already exhibit clear channel-specific tagging across different platforms, but no prominent brands have yet developed such distinct channel labels on Video Account or Bilibili.

Bilibili's Commercialization Playbook: Who's Coming to Prospect?