People in China have a variety of reasons not to go abroad these days. They may be too busy leaving their offices, or beware of air pollution or their choice of isolated life. These include a consumer base of young people who prefer to live in the virtual world for video games, animation and animation on concrete reality. Most importantly, there is an endless list of startups that are strongly pushing to stay indoors with services from online shopping to delivering food.
Two Chinese Internet giants are chasing after this internal crowd. Last week, food giant Ele.me announced it had partnered with the Bilibili youth entertainment site on a one-time trip Joint membership That will keep young consumers in their office.
Ele.me, which means "Are you hungry?" In Chinese, it was Sold to Baba giant electronic commerce in April. Bilibili, published in the United States this year, began as a video service focused on anime cartoons and evolved into a comprehensive destination for all things related to youth cultures: animes, comics, cosplay, video games, and other outlets that he has failed to name.
Their marriage gives subscribers the best of both worlds: unlimited flow of animations and great discounts on food delivery orders. Bilibili has been doubling in content investments in recent months, which has agreed to it Buy most comics assets of NetEase, One of the largest Internet companies in China. What better than indulging in your favorite anime series and not having to leave the house when the stomach is strewn? (Whether this healthy lifestyle is another topic.)
The promotion, which runs from December 23 to December 30, allows people to buy Bilibili and Ele.me at 25 yuan or $ 3.63 per month. This is a 15-yuan discount that users should pay if they are subscribed separately. The rationality behind the linkage is the overlapping Generation Z user base. By 2017, around 82% of Bilibili users are aged 8 to 28 years, According to a report by QuestMobile. at the same time, More than 60 percent of users Who are seeking online food in China less than 24 years.
The food delivery market is set in China Top 243 billion yuan, Or $ 35 billion, by the end of 2018, according to iMedia. By that time, China will have 355 million users for food delivery applications – or about 40% of its population. Five years ago, there were more than 100 million users for this market.
Crane lever has raised the price of the company's leading market shares, which have been valued 9.5 billion dollars In the Alibaba deal, Meituan and Dianping supported by Tencent, which he had Awesome initial overview In Hong Kong in September.
Ali Baba and Bilibili describe their common membership, "Chai e Kwai", an expression of "being otaku together". The Japanese word "otaku" originally meant "the house of another dignified person" and then took a new life to describe a man so obsessed with a subject or hobby that he did not leave the house. Basic Bilibili users are typically described as otakus of animes or video games, although they certainly do not avoid the outside world.
Affiliates like Amazon Prime have become increasingly popular tactics for technology giants in China to boost revenue growth. For example, Ali Baba provided services to its portfolio companies under 88 membership spanning Tmall, Tmall, Eleme.me, Youku, Xami, movie tickets (Taopiaopiao) and others. Tencent has taken a different approach to membership through the King Card Mobile Internet Plan, a partnership with China's leading telecommunications company that gives users unlimited use of data in Tencent ecosystem applications – from social networks and video streaming to games.