According to a report by LatePost on July 19, Chinese video streaming platform Bilibili has been continuously adjusting its organizational structure.
The adjustment process involved several core business units and six business leaders. The first major change involved the company’s commercialization division. Liu Zhi, Bilibili Vice President and former head of operations, will be responsible for the commercialization of the midsize system and the main terminal mall. Liu has played an important role in driving the growth of Bilibili’s uploaders and users throughout the past few years.
Meanwhile, the company’s marketing center will be in charge of General Manager Wang Xu. Wang joined the establishment of Bilibili brand advertising team from scratch. Both Wang and Liu will report to Li Ni, Vice President and COO of Bilibili.
On the afternoon of July 19, Bilibili issued an internal letter and announced that the reporting lines of the main operations center, creative platform department, community operations department and content cooperation department will be transferred from Liu Zhi to Wang Yuyang, Vice President and Head of Live Streaming Business, while Wang will report to Chen Rui, President and CEO of Bilibili.
In early 2021, Bilibili split the games division into a “game content division” and placed it under the responsibility of Wang Yuyang. Wang carried out tests on the integration of live and video content, to enhance the richness of his platform’s content and the volume of his streaming business.
The animation department at the main station’s operations center Bilibili will be split off and separated into the “animation content department”. The film and television division, entertainment division, and artist resource center will be merged into the “cinema and entertainment content division” after the split. In addition, Bilibili has set up a brand new data center.
Bilibili Adjustments began to be made after the 2022 Chinese New Year, and were led by CEO Chen Rui and COO Li Ni.
In 2019, Bilibili began to actively seek users and commercial growth. Currently, the number of daily active users of Bilibili has reached nearly 80 million USD, and the annual revenue is 2.87 billion USD, both nearly tripling from three years ago.
However, by the end of 2021, the pressure on Bilibili increased sharply. The global economy entered a new cycle and the advertising industry continued to decline. Industry surveillance both at home and abroad is substantial. The competition is becoming more and more fierce.