Byte beats become a "blocker",what can station B rely on to have the last laugh?

Bilibili's Q2 financial report reveals a net loss of ¥570 million in this quarter, with a net loss rate of 21.6%, showing a slight improvement compared to the previous quarter. However, the question of when Bilibili will become profitable remains a significant concern.

Beyond the financial data, the unstable market sentiment is also influenced by the deteriorating competitive landscape. ByteDance-owned platforms such as Xigua Video and Toutiao have been aggressively recruiting content creators from Bilibili since the beginning of the year. Several popular content creators, including "Yuren Afeng," "Laosi Ganhai," "Buyue Shuo," "Keji Yuanren," "Mamishuo," "Wushi Caijing," and others, have left Bilibili.

The reason for many Bilibili content creators leaving is primarily due to Xigua Video's higher earnings potential. Backed by ByteDance, Xigua Video and Toutiao have more financial resources to offer attractive conditions to content creators. To retain content creators, Bilibili needs to focus on not only their passion but also providing better income opportunities.

Xigua Video, a personalized recommendation video platform under ByteDance, has benefited from substantial traffic and strong financial support, thanks in part to ByteDance's strategic domain name choices.

Most of ByteDance's products utilize premium Pinyin domain names that align with Chinese pronunciation and are easy to remember. Examples include douyin.com for Douyin (TikTok), wukong.com for Wukong Wenda (an interactive Q&A platform), baike.com for Hudong Baike (Interactive Encyclopedia), and feiliao.com for Feiliao (a social networking app). These Pinyin domain names resonate with Chinese culture and greatly facilitate brand promotion and traffic generation.

In contrast, Bilibili's official website domain, bilibili.com, while directly reflecting its brand name, is long, less user-friendly for input, and carries the risk of impersonation. Recently, Bilibili had to deal with a legal dispute with a fake website, DiliDili, which used the domain dilidili.com. This not only resulted in a negative impact but also highlighted the risk of having a complex and less memorable domain. Simplifying the domain could enhance user experience, brand promotion, and traffic acquisition.

Looking at well-known video platforms both domestically and internationally, many of them possess concise two-letter domain names. For instance, YouTube uses YT.com, and iQiyi uses IQ.com. Similarly, Bilibili could benefit from using the two-letter domain BZ.com:

1. BZ.com is short, aligning better with the brand name, making it easier to remember and matching Chinese input habits.

2. BZ.com is also more user-friendly for international audiences, facilitating global expansion.

3. Compared to the easily mimicked long domain bilibili.com, a two-letter domain like BZ.com is considered prestigious, reduces the risk of impersonation, and enhances brand strength.

A high-quality domain name has long been a symbol of corporate strength, brand identity, and strategic foresight. As the internet continues to evolve and expand, companies seeking to promote their brands and acquire traffic must start with domain names. When the brand and domain name are harmonized, it paves the way for further success.

It is foreseeable that the competition between Bilibili and ByteDance may not conclude in the short term. Bilibili's upgrade to a premium domain name could potentially lead to increased traffic and brand recognition. The ultimate victor in this battle remains uncertain.