#He Rui Xian

[xiaolanhua]

HE RUIXIAN Hanfu photoshoot

[kdram-chjh]

Cdrama: Fox Spirit Matchmaker: Sword and Beloved (2024?)

TRAILER：首发😍狠狠期待成毅与李一桐执剑相爱 | 狐妖小红娘王权篇 Fox Spirit Matchmaker: Sword and Beloved | 成毅 李一桐 | ✦ 爱奇艺东方奇幻 ✦

Watch this video on Youtube: https://www.youtube.com/watch?v=5My6-JFwvqA

[binging-asian-dramas]

Warm on a Cold Night. 8

Story: 8

Acting: 10

Chemistry: 10

Comparable to: ?

This is a fantasy historical drama that is quite unique in its storyline with its tale of different takes of ‘supernatural’ beings. I enjoyed it immensely even though it may have have a bit of plot holes here and there it does not take you away from the overall storytelling. I kind of think of it as a detective, romance, mystery, slash comedy drama. The main leads have a ton of chemistry together which makes it even more enjoyable with a brilliant all around cast. My only gripe is the lead up to the ending of the cliche overall mystery (it was a obvious who the villain was from the start) I just wish it was not so rushed at the last few episodes. It just felt like everything was thrown together. Nonetheless this is still for me a high recommendation and a hidden gem.

[madeintrinafchelp]

EAST ASIAN FEM … H - i

❁ click on each tag to find the faceclaims resources ❁

❁ A-B | C-D | E-F-G | H-I | J | K | K-L | L

M-N | N-O-P | Q-R-S | T-U-V | W-X | Y | Z

[dangermousie]

I continue to be immensely fascinated by the husband's story because unlike the usual villain who wronged our protag, he's not enjoying the fruits of his misdeeds, he's living in hell personally tailored to him.

I mean, look at his reaction when princess is announced, it's terror and despair.

And this is vvvv abusive marriage vibe except they ain't married, and despite all her words, I am not sure they will ever be, he's not really a person but a toy and who marries a toy?

And then she proceeds to her hobby of dismantling him piece by piece.

And this is her reaction to his begging her to stop.

It's like she's taking out all her frustrations in life - being sent as a hostage (and she probably didn't have a great time), not having real power etc etc on a personification for her of that. The reason she's glommed onto him is precisely because he started out as an idealistic official and she can't stand that so she's dismantling it and him piece by piece. She wants him precisely because he doesn't want her but sees no choice but submit. If he was super into it and her and enjoying or at least not minding being a toy and abandoning his principles, she'd be bored in five minutes flat. What she enjoys is the breaking process and she does it well and thoroughly. Hell, I bet if he didn't care about his wife at all, she wouldn't have bothered to tell him to have her killed either. I agree with @aysekira that there are shadows of Princess Yun Rui in her (but Yun Rui tangles with Fan Xian who is neither weak nor incapable of thinking out of the box so she gets thwarted unlike here - but I am thinking of that scene in s1 where she reveals to FX she's the one who had his friend killed and she's trying to drink in his despair and rage and getting off on the thought that he wants to kill her and can't - their scenes consistently have the same badwrong chem as scenes here with husband and the princess.) They are both batshit and what they get off on is not sex but control and power and pain.

I mean, hello crazy, who has live targets?

And look at her rage and punishment when he steps up for the student she picked and offers to be the target instead - their whole relationship is the struggle between him trying to assert as much idealism and principles as he can, futilely and desperately, and her precisely and slowly crushing and grinding it to dust. I am beginning to think he's gonna snap and murder her at some point and honestly I bet it's that possibility that excites her.

I mean, the hell!!! It's like disobedient toys are better off dead. She's insane.

It's a confrontation of will between them because he's trying to keep some sliver of his soul and she doesn't want him to.

He would have been better off taking his wife and going on the run and taking his chances when she first cast her eyes his way (with some way to off themselves if they got caught because it wouldn't have been pretty if they did get caught by her.)

Hell, he'd have been better off dead.

And it feels like karmic justice and a super interesting narrative choice.

[not-your-npc]

To start, JOL is great - good acting, costumes, storyline, etc.

My point, though, is the topic of equality that comes up.

First off, countries need a government. The emperor, as the manipulative shit that he is, actually knows how to run a country properly and is able to conduct proper checks and balances.

Fan Xian is a prime example because his fathers all want him in important positions. And without proper balance, Fan Xian will become the next dictator, whether or not he chooses to.

In this case, the emperor keeps Fan Xian's power in check by removing any chances of strong political support. (Hence, the execution and exile of ministers)

Secondly, the position of women in such a society. (It is a male-centric story, after all.) The women are either unnamed; e.g. only known as Madam <Husband's surname>, or Lady <Father's surname>, or given childish/babyish sounding names, with the exception of Li Yun Rui, the Elder Princess/Princess Royal, whose name actually has some meaning - her 'Rui 睿' means astute, 睿智 means wisdom.

The women are not allowed to become court officials. The women are not allowed to be in the running for the throne.

Fan Ruo Ruo is acknowledged to be a female scholar, but she can not take the national exams nor hold a court position. Li Yun Rui is as cunning and ruthless as the Emperor, but is not allowed to sit on the throne.

The ruler of Beiqi, the head of a nation, has to present themselves as a man to be acknowledged as a ruler.

For all his talk about following his mother's footsteps and fighting for equality of all humans, has Fan Xian never looked at the court and wondered why there were no women there?

[feng-huli]

Hi!!!! Who are your favorite characters from Blood of Youths? Do you have any favorite ships?

Hi! Thanks for the ask! 😺 My absolute favorite character is Jin Yan, one of the Five Eunuchs:

I love him.

My other favorites are Jin Xuan and Jin Xian. I also like Jin Yu and Jin Wei. I find Marquis Lanyue incredibly interesting and Prince Chi entertaining. I have a soft spot in my heart for the old men of the show, particularly Zhuo Xin, Xiao Ruojin, Qi Tianchen, and Lei Qianhu. Of the youths, my favorite is Ji Xue.

Regarding shipping, I'm very much a multishipper. This mostly results in me shipping Jin Yan with anyone I think he would be interesting with, such as Fairy Rui, Jin Wei, and Ye Xiaoying. That being said, I’m open to all Blood of Youth ships and am always happy to see what other people are interested in!

In terms of my major ships, I have a sort of ship line consisting of four characters: Jin Xian/Jin Yan/Jin Xuan/Xiao Ruojin.

On the more platonic side of things, I love the banter between Jin Xuan and Consort Xuan in the novel. I also care disproportionately deeply about the relationship between Jin Yan and his shifu, even though Zhuo Xin only has one scene in the live action (there’s more in the novel, but I was invested even before I read it; it was a great feeling seeing how similar some of my headcanons about him were to the author’s).

[bookofjin]

Biography of Zhou Fu (JS061)

Fu, courtesy name Zuxuan, was Jun's junior cousin. His father Rui was Grand Warden of Anping. Fu as young was equally famous as his friend Chenggong Jian, they rose from their families together to become literary teachers for the various kings. He amassed to move to Aide for Western Dependants to the Minister over the Masses. The Minister over the Masses Wang Hun petitioned:

Fu's reasoning and understanding is clear and straight, he also has talent and ability and is a master at deciding the Nine Grades, his examinations pull to together essentials and details. Your Subject entrust and rely on his duties' fulfilment, his praise and blame being apt and fitting, and request he fill the vacancy of Gentleman of the Masters of Writing.

Allowed it.

Bit by bit he moved to Senior Clerk of the Left to the Minister over the Masses and Gentleman of the Personnel Section. His selections and recommendations were essential and compact, and discussions on his prospects increasingly commendable. He shifted to Central Assistant to the Steering Clerk and Attendant-at-Centre, and was designated Inspector of Xu province, concurrently General of the Best of the Army, Acting with the Tally. He was summoned to be Commandant of Justice.

Emperor Hui favoured Ye, and the King of Chengdu, Ying, used Fu as Interim Governor of Henan. Li Zhen, Shangguan Si, and others offered the King of Qinghe, Tan, to be Heir-Apparent, and promoted Fu to General of Guards, Recording the Masters of Writing. Fu declined and did not accept. Tan ordered Fu to combine armies with Shangguan Si. Fu understood that Si was a small person who indulged in brutality and in the end would be a traitor to the state. He therefore together with the Minister of Personnel Man Fen and others planned to together remove him. The plan leaked, and they were assailed by Si. Fen was murdered but Fu fled and managed to escape.

When Si was defeated by Zhang Fang, [he] summoned Fu to return and adminster as Governor of Henan, and when the King of Donhai, Yue, welcomed the Great Carriage, he used Ying as [General who] Leads the Army of the Centre. He had not yet gone when he moved to Colonel Minister of Personnel, concurrently Cavalier Regular Attendant, Acting with the Tally, Chief Controller of the Various Army Affairs at Mianchi.

When the Emperor returned to the palace, he set out to be General who Pacifies the East, Chief Controller of the Various Army Affairs of Yang province. He replaced Liu Zhun as General who Garrisons the East, and together with Zhou Ji and others he chastised Chen Min, wiping him out. For his merits he was ennobled Earl of Yongning.

Fu, who himself had gone through the mishaps of the era, always wished to safeguard and rectify the court's changes, his loyal feelings were sincere in the extreme. Since the King of Donghai, Yue, had not fully the steadfastness of a subject, he always told his opinion sharply. Yue deeply dreaded him. Fu observed the crowds of traitors were a blazing fire and that Luoyang was isolated and imperilled. He therefore built a strategy to welcome the Son of Heaven and move the capital to Shouchun. 4th Year of Yongjia [310 AD], he and Senior Clerk Wu Si and Marshal Yan Shi sent up a letter which said:

[We] did not consider the difficult cycle would carry on until this point! The Rong and Di invade one after the other, and the capital domain is imperilled and pressured. Your Subject on his own together with Zu Na, Pei Xian, Hua Tan, Sun Hui, and others, 30 people, humbly thought of a great plan. In all instances, as the people of Yin had the affairs of frequent moves, and the King of Zhou had the move of Qi Mountain, just now the royal capital is emptied, depleted and not possible to dwell in for long, north of the He is barren and bleak and Yao [mountain] and Han [valley] are hazardous and rugged, the Wan capital has frequently fallen and the Jiang-Han area has many troubles, at present in the flatlands the south-east is the better. The land of Huai-Yang to the north is blocked off by Tu Mountain, to the south is shielded by the Ling Peak, and famous rivers surround it in four directions, they have the strength of important defiles. This is why the people of Chu when they moved east thereupon took refuge at Shouchun. Xu, Pi and Donghai also are sufficiently defended and secure. Moreover canal transportation connects it in four directions, and there are no worries of deprivation and depletion.

Although the sagely sovereign is divinely astute, the primary supporters worthy and bright, dwelling frugally and defending restraint, and employed in guarding the ancestral temples, it is not as good as assessing the terrain and moving location, and so relish in eternal fortune. Your Subject has carefully selected 30 000 finest soldiers to serve in welcoming the august carriage. [I] on my own have called to arms the former Commander of Central Gentlemen of the North, Pei Xian, to act as Envoy Holding the Tally, Overseer of the Various Army Affairs of Yu province, and Commander of the Central Gentlemen of the East to swift as the wind proceed forthwith. Jing, Xiang, Jiang, Yang should each first transport the 4th Year's grain tax, 150 000 hu, and cloth and tabby silk, 140 000 bolts each, to provide for the great carriage. [I] have ordered Wang Jun and Gou Xi together to pacify north of the He, Your Subject and others will join forces to open the southern road. To move the capital and stop the robbers, these plans are both obtainable.

When the August Conveyance comes on tour, Your Subject ought to move to occupy Jiang province, to expand the royal boundaries. Knowing there is nothing [they] would not do is what the ancients applied themselves to do. [I] dare to be utterly loyal and sincere, in the hope of repaying one ten-thousandth. In the morning to succeed and in the evening to fall is still the ambition of a lifetime.

Yue was not in concord with Gou Xi, and Fu did not first inform Yue but straight away sent up the letter, and Yue was greatly angered. Before this, Yue summoned FU and the Grand Warden of Huainan, Pei Shou, but Fu was not willing to travel and he ordered Shou to lead the troops and advance first. Shou was disloyal to Fu and therefore raised up troops, claiming Fu instructed him on his own initiative. He had already received Yue's secret directive to plot against Fu. He then assaulted him but was defeated by Fu. Shuo withdrew to guard Dongcheng and sought help from Emperor Yuan. The Emperor dispatched the General who Spreads Power, Gan Zhuo, and the General who Establishes Power, Guo Yi, to attack Fu at Shouchun. The Grand Warden of Anfeng, Sun Hui, led a multitude in response to them, and had Xie Chi make a call to arms. Chi was Fu's former general. When Fu saw the call to arms, he, with tears flowing, said:

Surely it is Xie Chi's expressions.

Chi heard about it, and thereupon destroyed the draft. After ten days, Fu's multitudes dispersed and he ran to Xiang. He was seized by the King of Xincai, Que, The anxious frustration brought illness and he passed.

Earlier, at Hua Tan's loss of Lujiang, he went to Shouchun to rely on Fu. When Fu's army was defeated, he turned back to Emperor Yuan. The Emperor asked him, saying:

How did Zhou Zuxuan end up in rebellion?

Tan replied, saying:

Though Zhou Fu is dead, Under Heaven still has gentlemen of upright speech. Fu saw the robbers and traitors grow like vines, and the kingly power not being stirred. For that reason he wished to move the capital to loosen the state's difficulties. The elders of the regions were not of the same mind which consequently brought about their attack. Not even a season had gone past when the imperial capital was lost. If they had made to follow Fu's plan, in some cases it could have delayed the fall. Tracking back the circumstances and seeking the reality, how could he have been a rebel!

The Emperor said:

Fu held rank among [the Generals who] Conquer and Garrison. He held tight his troops in a corner of the region, when summoned he did not come, and during the danger he did not take care of it. He is also a criminal Under Heaven.

Tan said:

That is so. Fu shook his tassel at the central court and had a long standing reputation for exceptional intellect. He set out to occupy the peaks of a region and truly had the weight of special burdens. Yet lofty strategies were not lifted up, he from time to time neglected harmony, and during the danger he did not take care of it. He must together with Under Heaven accept his blame. However, to speak of him as a rebel, is it not also false!

The Emperor's thoughts started to open up.

Fu had two sons, Mi and Jiao. Mi, courtesy name Taixuan, was by nature unassuming and plain. At the time people declared him a pure scholar. His rank reached Gentleman of the Masters of Writing. Jiao, courtesy name Zhengxuan, also had talent and ability.

Chenggong Jian, courtesy name Zongshu, was a native of Dong commandery. His family had for generations been Two Thousand Shi officials. He was by nature simple and plain, did not seek glory and profit, and immersed his heart in savouring the Way, there was nothing which interfered with his aspirations. His soundless understanding was beyond other people. Zhang Maoxian always said:

Jian's pure serenity is comparable to Yang Ziyun, his soundless understanding imitates Zhang Anshi.

Later he became Gentleman of the Central Writers. At the time Fu had already become Colonel Minister of Personnel, and moved to General who Garrisons the East. Jian, since he himself, though his talent was lofty, yet was positioned below Fu, spoke to Fu, saying:

Yang Xiong was a Gentleman for three generations without being moved, and yet Wang Mang and Dong Xian ranked among the Three Ministers. Past and present follow the same principles, and that is all.

Fu was very ashamed of it. His official position reached Central Retainer to the Heir-Apparent and Cavalier Regular Attendant. At the end of Yongjia, he ran to Gou Xi, and was lost together with Xi.

[Zhang Maoxian = Zhang Hua. Yang Ziyun = Yang Xiong (53 BC – 18 AD).]

[eyenaku]

Ji ji fu ji ji

a o e i i er ai ei ao ou an en ang eng ong i ia iao ie iu ian in iang ing iong u ua uo uai ui uan un uang ueng ü üe üan ün a o e er ai ao ou an en ang eng yi ya yao ye you yan yin yang ying yong wu wa wo wai wei wan wen wang weng yu yue yuan yun b ba bo bai bei bao ban ben bang beng bi biao bie bian bin bing bu p pa po pai pei pao pou pan pen pang peng pi piao pie pian pin ping pu m ma mo me mai mei mao mou man men mang meng mi miao mie miu mian min ming mu f fa fo fei fou fan fen fang feng fu d da de dai dei dao dou dan den dang deng dong di diao die diu dian ding du duo dui duan dun t ta te tai tei tao tou tan tang teng tong ti tiao tie tian ting tu tuo tui tuan tun n na ne nai nei nao nou nan nen nang neng nong ni niao nie niu nian nin niang ning nu nuo nuan nü nüe l la le lai lei lao lou lan lang leng long li lia liao lie liu lian lin liang ling lu luo luan lun lü lüe g ga ge gai gei gao gou gan gen gang geng gong gu gua guo guai gui guan gun guang k ka ke kai kei kao kou kan ken kang keng kong ku kua kuo kuai kui kuan kun kuang h ha he hai hei hao hou han hen hang heng hong hu hua huo huai hui huan hun huang z za ze zi zai zei zao zou zan zen zang zeng zong zu zuo zui zuan zun c ca ce ci cai cao cou can cen cang ceng cong cu cuo cui cuan cun s sa se si sai sao sou san sen sang seng song su suo sui suan sun zh zha zhe zhi zhai zhei zhao zhou zhan zhen zhang zheng zhong zhu zhua zhuo zhuai zhui zhuan zhun zhuang ch cha che chi chai chao chou chan chen chang cheng chong chu chua chuo chuai chui chuan chun chuang sh sha she shi shai shei shao shou shan shen shang sheng shu shua shuo shuai shui shuan shun shuang r re ri rao rou ran ren rang reng rong ru rua ruo rui ruan run j ji jia jiao jie jiu jian jin jiang jing jiong ju jue juan jun q qi qia qiao qie qiu qian qin qiang qing qiong qu que quan qun x xi xia xiao xie xiu xian xin xiang xing xiong xu xue xuan xun

[nemainofthewater]

Halfway through and The Emperor of Southern Qing is currently in the lead with 25.9%, followed by Emperor Wen with 21.7%, and then Xiao Xuan in third with 16.1%.

Tag propaganda under the cut

The Emperor of Southern Qing

#the joy of life emperor is not only entertaining he is also the single most terrifying emperor I’ve ever seen in a drama#he’s hypercompetent to a high degree#you can never tell in a scene whether his temperament will be being amused by fan cian’s actions or angry and upset#he controls literally everything by @bitterfrosts

#the joy of life emperor is not only entertaining he is also the single most terrifying emperor I’ve ever seen in a drama#<- prev#yes. I love him#but he is genuinely frightening in himself#Dinner with him would be great#but only if we were both required to be frisked and pass through airport scans and put on new clothes we were given#and then be served by the kind of professional waiters who normally handle catering at high-stakes international negotiations#maybe I'll have dinner with Xiao Xuan instead by @nineveh-uk

#qing-di sweep!!!#most terrifying of emperors but very fun to watch#joy of life#tumblr polls by @trisshawkeye

#joy of life emperor my... uh... can I say beloved here?#man is a schemer and spends half his time in his pyjamas and the other half playing 10D chess#very entertaining.#jol by @muninnhuginn

#voted for the emperor of southern qing (JOL)#but i do also enjoy emperor wangxuan (ALON) a lot... one of zhang ping's boyfriends 💖#JOL tho i spent so much time being like “what is this guy's deal” and also “wow he doesn't give a fuck”#he has some kind of extensive spy system and seems to know everything going on in season 1?? also he blew himself up once#and his interactions with fan xian & fan jian & chen pingping are *so* interesting by @marquisguyun

#the emperor of southern qing for sure#man shoots arrows across his study and plays with gunpowder#he's in his pajamas half the time#he knows everything#what is this man's Deal by @noswordinourlake

Emperor Wen

#emperor wen#he's just so funny. putting his guys (his adopted son and the girl he has a crush on) in situations#world's number one shipper by @minnarr

#emperor wen!#he’s one of us#if he knew what fanfic was he’d be writing that all day#as it stands the second his adopted son finally likes a girl he ships it SO HARD and it’s incredibly funny to me#love like the galaxy#emperor wen#polls by @auroramagpie

The Mingde Emperor

#aaaaah#bixiaaaaaaa#this is even harder than choosing my favorite eunuch#out of loyalty I voted the Mingde Emperor#but if I was feeling more literal I would have went for his father#because he is so enjoyable to watch with his smirk and his hands and his everything#xiao ruojin#xiao xuan#xiao zhongjing#emperors#poll#propaganda#my gifs by @feng-huli

Cao Rui

#AA cao rui mention#i stan insane emperor that dresses as his mom is normal about his dad and makes love with his eunuch by @caozihuanismyson

The Chenghua Emperor

#chenghua emperor solely because he had to deal with tang fan by @unfortunatelycake

Xiao Xuan

#Xiao Xuan is one of those 'terrible person excellent character' types#very fun to hate#competent enough to be an actual threat#incredibly satisfying to see him go down by @octarina

#nirvana in fire has this#admittedly I'm not familiar with all of these#but xiao xuan is the most vital part of this entire story#its about MCS but when you have to leverage every single act against the emperors reaction AND use that to gain what you need#that makes xiao xuan very fun to watch because he is vital to the story#he is so well acted too#he brings very real tension to incredible scenes in a heavy weight cast while being very believably painfully human by @pinkbalrog

#xiao xuan is just so!!!!!! everything that went wrong happened because of you!!!!!#blah blah blah your favourite son died and you never got over it HE DIED BECAUSE OF YOU#blub blub your sister and your wife and your bff all died THEY DIED BECAUSE OF YOU#BECAUSE YOU FORCED THEM TO DIE#wahhh your other bff hates you BECAUSE YOU FUCKING SUCK. YOU'RE THE REASON YOUR ENTIRE POLYCULE (-1) IS DEAD#and yet. and yet. when he cried during that final confrontation i felt that. i cried along with and for him 😢#also i laughed when he played stupid and gasped when he showed his ruthlessness. but mostly i clutched my pearls#nirvana in fire by @dreamsaflame

Emperor Wangxuan

#i voted for the mingde emperor but that was yesterday. or two days ago#today i have new appreciation for the emperor in#a league of nobleman#i love that guy by @fire-burning-brighter

Other

#I'd like to nominate Emperor Taizong from The Long Ballad#he's a bad father but he Cares. So. Much#and they say he was a good emperor too despite starting out killing his brother and all that#plus thanks to this show I felt so knowledgeable when I started reading Journey to the West lmao#I voted for Chenghua though#who actually seems to be a competent emperor (with the court he's got)#and there's that scene with his hair down#very enjoyable indeed#poll#cdrama#the long ballad#the sleuth of ming dynasty#emperors by @marilearnsmandarin

#shaking hands with prev re: their tags esp. about the chenghua emperor having his hair down.#but also there is a really nice animated show called No Doubt In Us with a fun emperor/empress situation. you can watch it on viki.com by @oodlenoodleroodle

#anyway Qianlong from Yanxi is my favorite he's such a clown of a man by @tavina-writes

The wording of this week's poll is very important!

Good or bad, no one can deny that in a court drama, the Emperor is often incredibly important - he's the central authority, the one with the power. Sometime's he's inept, sometimes he needs a painkiller to deal with all the shenanighans and, the rarest of all types, sometimes he's a good ruler.

Whichever the flavour, the best thing an Emperor can be is entertaining!

*Most enjoyable to watch, not necessarily a good person

**(If I get the Emperors' titles wrong, please forgive me! I'm trying to standardise across the series but there isn't always a consistant/any title that i can find, and I'm finding it tricky to differentiate between reign names and temple names, especially for Emperors with no historical counterpart)

***I haven't read the novel of a League of Nobleman so I don't know what the Emperor's book counterpart is like but I thought I could add the Emperor from The Imperial Uncle into the same category as it's the same universe

Propaganda, write-ins, and examples heartily welcome!

[kdram-chjh]

Cdrama: Delicacies Destiny (2022)

El Sabor del Destino - Cuando escuchas que alguien esta maltratando a tu amada 😍😍😍 _ Cdrama 2022

Watch this video on Youtube: https://www.youtube.com/watch?v=KN9PoFqXOAE

[zannatykhatun]

Side or inside? Bilibili’s commercial strategy choice

Recently, Station B announced through an internal email that it has established a trading ecological center, and the company’s COO Li Ni will serve as the concurrent head. The Transaction Ecological Center will merge the e-commerce platform department. The product and operation teams of the original e-commerce division, as well as some teams from the main website’s business center/carrying project team, will also be merged into the transaction ecological center .

At the same time, the company  HE Tuber also upgraded the commercial technology department to a commercial technology center, with Su Xian still serving as general manager and reporting to Liu Zhi.

The establishment of these two ecological centers is an important symbol for Bilibili to further strengthen the liquidity of the trading platform, and is also a strategic move to achieve CEO Chen Rui's goal of " achieving breakeven by 2024 ". However, the road ahead of the commercialization department of Station B is still full of unknowns.

1. The choice of content strategy, should we grasp PUGV or follow the trend of Story-Mode?

Founded in 2009, Bilibili was formerly Mikufans founded by co-founder Xu Yi. It attracted two-dimensional users through ACG content based on dramas , and accumulated the earliest batch of platform natives. Subsequently, with the entry of segmented content and new users, the content production of Station B gradually shifted to mainly PUGV (videos produced by professional users), supplemented by a small amount of UGC (videos produced by ordinary users) and OGV (videos produced by institutions). A large amount of PUGV content supports the long-tail traffic of station B.

However, Station B did not choose to follow the path of PUGV to the end and become the leader in the medium and long-term video platform track. Instead, it turned to the "PUGV + OGV" dual content drainage model in 2020, that is, through the two feeding back each other, the formation of The efficient model of "OGV traffic + PUGV retention" uses PUGV to achieve an ecological closed loop of "UP owners create content - content attracts fans - fans encourage UP owners to continue to produce content".

This means that Station B must be ruthless in terms of content resources to create an advantage in site resources and compete with long videos for visual retention.

According to statistics from relevant media: In the past five years, Bilibili has spent money crazily in the fields of games, film, television, animation and other fields. The number of investments in the entertainment media alone has been as high as 96, and the cost of content has also increased five times, from 1.7 billion to 1.7 billion. increased to 8.9 billion ; taking self-produced variety shows as an example, Station B has produced 29 member-exclusive variety shows in the past three years, covering many themes such as music, interviews, talk shows, and UP host reality shows. But the real breakthrough needs to be traced back to 2020's "New Generation of Rap".

Originally, Bilibili’s unique PUGC model could reduce the high cost of content input, but in the process of trying OGV, a large amount of high investment and low conversion rate increased its expenditure cost: the new products brought in at a high price in the OGV format It is difficult for users to retain Bilibili, and they cannot abandon the content they have already invested in. How to establish a deeper community foundation and emotional connection may be the key .

However, after having consumed enough cash reserves, Bilibili seemed to have no time to consider the stable root of the content ecology, and began to seek new content and revenue monetization channels in the form of content- Story-Mode vertical screen video .

Station B Story-Mode mode

At the end of 2021, Station B officially launched Story-Mode, which can be commonly understood as "barrage short video". The content is mostly short and fast information-based videos, so the time and energy cost of a single creation by UP owners has been reduced. Of course, this will also bring about changes in the production methods of UP main content. It may be difficult for UP owners who are used to producing medium and long content to achieve the transformation.

Data shows that in the first quarter of 2023, the average daily video playback volume of Station B reached 4.1 billion times, a year-on-year increase of 37%; among them, the average daily playback volume of Story-Mode vertical screen videos increased by 82% year-on-year.

Bilibili Q1 financial report with pictures

But behind the growth is the erosion of the original medium- and long-length video ecology : low-quality videos with exaggerated titles, cover fraud, and transfers from external sites are very popular at Bilibili, grabbing a large number of clicks, which not only compresses the content exposure of high-quality medium- and long-length videos, but also Reduced user experience.

Therefore, at present, Story-Mode is more like an emergency move taken by Station B at a critical moment. It uses short video logic to improve user stickiness and community activity. However, the long-term development of the content community still needs to be based on high quality. Based on content and strong connection interaction.

After all, compared to short video platforms, the PUGV content production threshold of Bilibili is higher and the content quality is also higher; compared with other medium video platforms, the content of Bilibili is more segmented and the user circle distribution is wider; and Compared with long video platforms, long video platforms such as iQiyi and Mango TV that focus on PGC content do not have the unique PUGV ecosystem of station B. Therefore, the content cost of station B is significantly lower than that of long video platforms.

2. Which e-commerce strategy should be chosen? Deeply cultivate the second dimension or expand all categories?

Station B’s 2023 Q1 financial report data shows that e-commerce business revenue was 510 million yuan, down 15% year-on-year, affected by the decrease in derivatives sales. Derivative sales mainly come from the "membership purchase" business of Bilibili . This is the e-commerce business established by Bilibili in 2017. It specializes in selling ACG related products, such as figures, models, peripherals, performance tickets, etc., and is applied in There is an entrance in the lower right corner.

Screenshot of Bilibili web version membership shopping mall

In 2018, Bilibili launched the function of bringing goods to creators and jointly introduced external links with Taobao. Later, Bilibili launched an online blind box "Magic Reward" for members to purchase goods online. Users can randomly select products through online payment and set up Recycling function.

In the same year, Bilibili also cooperated with Alibaba to launch the "Reward Program" . UP owners can select product tasks and associate them under their own videos. After fans purchase the goods and confirm receipt, the UP owners can obtain profits.

At this point, Bilibili’s e-commerce idea still focuses on providing external links to products with a “just-in-time” cooperative nature . Neither the platform nor the creators are deeply involved in the e-commerce sales process. They are more like providing a channel for both parties to generate income.

At the end of 2021, Station B began to test live e-commerce and prepare to launch the "little yellow car function". In August last year, it launched the "Product Selection Plaza", giving priority to food and beverages, daily necessities for home, personal care and home cleaning, Digital home appliances, beauty and skin care products, fashionable clothing and other products.

From the perspective of product promotion categories, Bilibili’s layout for live streaming is still trying to differentiate and complement its self-operated “membership shopping” . At the same time, in terms of the delivery model, we choose an "open-loop" approach that is different from Douyin and Xiaohongshu, that is, through cooperation with e-commerce platforms such as Taobao and JD.com to expand the product library.

On the one hand, this lightweight approach can effectively save the cost of goods and help Station B focus on content production and output. But on the other hand, Bilibili lacks a professional supply chain system, and its warehousing and logistics links are relatively weak. As a result, it has no bargaining power on goods, and it is difficult to improve the user's shopping experience through platform jumps through external links.

Overall, the development of Bilibili's live broadcast e-commerce is in a roundabout way. It may be hoped that the "e-commerce division" will be renamed as the "membership purchase division" and given the status of a first-level department for e-commerce related businesses. It can repair the loopholes in its past layout of the platform's e-commerce ecology, while focusing on meeting the needs of the ACG user group.

The strong two-dimensional gene makes the sales of two-dimensional attribute products of Station B stand out. Therefore, compared with full-category e-commerce, it is difficult to achieve explosive growth. It may be a better choice for Station B to focus on the advantageous categories and gradually expand.

3. Choosing an advertising strategy, should we focus on brand advertising or performance advertising?

Currently, for Bilibili, Story-Mode can not only increase content supply, but also expand advertising monetization channels.

At present, the advertising forms of Bilibili include brand advertising, performance advertising and commercial advertising . The first one is the income brought by the brand advertising in cooperation with Bilibili, which is calculated based on the number of ad views and display time; the last one is the revenue from the cooperation with UP. Income from cooperative video content: The UP owner’s business orders can be divided into customized orders that respect creativity and show the brand’s tone, and implanted orders that have high distribution efficiency and are fast for the UP owner to receive orders.

Station B, which is famous for its UP main creative, is an excellent place for brand advertising . Multiple successful cases have proven that explaining the advertising theme through the UP owner's creative video is an effective way to build a brand and consumer mentality. For example, "Tom and Jerry", a collaboration between UP owner "Miu Cake Cheng Jing Archives" and the brand Haowang Water, continues the style of animal blockbusters, designing a plot of "little hamsters stealing food", and integrating Haowang Water products into the plot. Become a member of the props, form an attribute association with the brand, and gain more than 13 million views on Station B.

Screenshot of the 149th issue's must-see hot list - "Tom and Jerry" is on the list

But now, these two types of advertising forms are more or less facing growth bottlenecks for Bilibili : On the one hand, investment in brand advertising has been reduced overall. Relevant surveys show that advertisers have already achieved good results in performance advertising in 2022. According to performance, the trend of shifting from brand advertising platforms to transactional conversion advertising will continue; on the other hand, the ecology of medium and long videos based on Bilibili has resulted in higher commercial order quotations than other platforms, and Bilibili’s self-built The Huahuo system did not provide effective help for the UP master to receive orders.

In addition, data from the Huachuang Securities Research Report show that the growth rate of the Internet advertising industry in 2022 will be the lowest in the past five years, plummeting to less than 10%. At the same time, short videos and live broadcasts are grabbing the limited attention of Chinese people.

In this context, performance advertising has clearly become a new engine for Bilibili’s business growth: Bilibili’s performance advertising includes traditional feed advertising and Story-Mode . According to the unaudited financial report for the fourth quarter and full year of 2022, Story-Mode vertical The new advertising scenarios and effect conversion components brought by screen videos have driven effect advertising revenue to increase by more than 50% year-on-year; in the second and third quarters of 2022, the average daily play volume of vertical screen videos has increased by more than 400% year-on-year, and advertising interaction The rate is five times that of horizontal advertising.

The high return rate and conversion rate of Story-Mode vertical video can be intuitively felt through data alone. But when data replaces taste and transitions to conversion-oriented advertising, will it impact the unique characteristics of Bilibili and dilute the community culture?

At present, performance advertising has temporarily maintained coordination with the community culture of Bilibili. Most performance advertising can be integrated into the content ecology of Bilibili and become a relatively harmonious part of it. But the prerequisite for harmony is volume. Compared with other content platforms, the amount of advertising investment is small, growth is slow, and the post-investment value is not clearly explained. These are the endgames that Station B needs to resolve.

4. Conclusion

From niche communities to popular content platforms, Bilibili has achieved significant success in many strategic transformations in the past, and its achievements in brand building and commercialization are also obvious to all. The former has created many classic service company strategies including "Hou Lang", and the latter's rapid growth can be seen from the advertising revenue growth rate in the financial report.

However, with peak traffic and competition among peers, Site B is facing increasing pressure on the road to commercialization. There are many reasons behind it, but the core reason is that the strategic thinking is not clear enough and the strategy is not firm enough. How to find Bilibili’s unique and rapid growth path, a path to great realization that balances business and experience, is a big question, a difficult problem, and a fate-deciding question before senior management.

Is there a solution to this problem at Station B? The industry collectively looks forward to the decision-making answers from their commercialization teams.

Author: TOP Jun

Source public account: TopMarketing (ID: TMarketing), playing Marketing, Top is a belief - TopMarketing.

This article is published with the authorization of @Topjun, a media partner of Renren Product Manager. Reprinting without permission is prohibited.

[lisboeta1]

Warm in a Cold Night -Review

It’s been a while since I have watched something that is has I enjoy in a good show. Warm in a Cold Night is one of them. It has drama, mystery, romance, fantasy, and lots of humor. This Chinese mystery period fantasy series features Li Yi Tong as Jiu’er, a young female detective, Bi Wen Ju as Han Zheng a handsome lone wolf-shifter, Chen He Yi as Prince Wen Jun, and He Rui Xian as Chi Lan a…

[marlo-noni]

Cdramas lately

After I finished watching The Starry Love, which was fun and hilarious with a somewhat unsatisfying ending, nothing new was appealing to me, so I rewatched all of Joy of Life again. It's definitely a drama that rewards rewatching, because of all the complex plot twists and the huge cast of characters. Unusually, I feel like the best episode is quite late in the series - the one where Xiao En reveals his secrets to Fan Xian, and you learn that Xiao En is really just a pawn, as is Fan Xian, and you hear the tragic backstory of Yan Bingyun and all about Fan Xian's mother. Xiao En's death made me cry a bunch the first time I watched the series, and I cried again this time, too. There really is no other cdrama like Joy of Life. The only thing I dislike about it is Xiao Zhan's dubbing - the show was filmed before his huge explosion in popularity from The Untamed. I hope a season 2 does eventually come out, and that we get to hear Xiao Laoshi's voice this time!

As I was finishing Joy of Life, I discovered that Ao Rui Peng just came out with a new historical/fantasy romantic comedy, Love is Written in the Stars.

Ao Rui Peng played my favourite character in Blood of Youth, the ridiculous himbo, Lei Wujie. So I was ready to follow him into another comedic leading role. I'm up to episode 4, and the show is exceedingly silly. The female lead, Qi Yan Di, is definitely styled to be a Zhao Lusi stand-in - the hair, the costuming, the attitude - but I think she holds her own really well. (The guy who plays Su Mu in Romance of Tiger and Rose is also in it, so there's another Zhao Lusi tangential connection.) Ao Rui Peng's character isn't dumb like Lei Wujie, but he is good at martial arts and is constantly ending up in comedically awkward situations. The show is often riding the line of being so ridiculous that's it's cringey (it's also a pretty horny show, at least in Cdrama terms!), so we'll have to see how it progresses. Ao Rui Peng is keeping me there for now.

I also started watching Nothing But You, since the trailer looked good. I'm also only up to episode 4. My main observation is that Tu Song Yan is truly in 95% of the contemporary Cdramas I've seen!

Honestly, nobody works more than this guy! He's fantastic, so I have no complaints about it. He would be so interesting to talk to if you wanted to know what it is like to work with basically every young idol actor in Cdramaland. As for the drama itself, the pacing is good, and the story is engaging - I just haven't been as enthusiastic about contemporary stuff lately. Wu Lei and Zhou Yu Tong are both good actors, and I do love an older woman-younger man romance. Tragically, Wu Lei does absolutely nothing for me, looks-wise. It's also funny seeing flashbacks of his character being played by a younger actor, because we all know what he actually looked like when he was young because of Nirvana in Fire (the 2nd Cdrama I ever watched).

[jomjams]

DELICACIES DESTINY (2022)

[movielosophy]

Delicacies Destiny ~ how to ask for a raise.