第38届国际玩具和潮玩（深圳）博览会

2026年4月9-11日 深圳国际会展中央（宝安区）

日前，哔哩哔哩（下称“B站”）发布的2023年第三季度财报显示，本年前9个月，该平台IP衍生品和其他营业实现营收16.29亿元，同比下滑17%。作为扎根二次元的视频平台，B站IP营业结构聚焦于细分种别，而且从IP、产物到渠道、落地勾当等方面，形成为了一套贸易运营模式。

IP：优质内容加强用户粘性

作为视频网站，B站最不缺的就是内容。从列位UP主或者为爱发电、或者事情需要发布的各类类型视频，到平台引进的电视、影戏、动漫等作品，再到平台出品的动漫作品，B站的内容很是富厚。

因为B站成立早期聚焦的是二次元圈层，用户以年青人、泛二次元用户为主，是以平台于这部门用户喜欢的内容方面下功夫较多，特别是动漫方面。

B站拥有较多的独家动漫作品。该平台番剧频道重要以日本、美国等海外动漫作品为主。截至12月11日，平台番剧下共3601个（含差别语言版本）作品，此中独家作品有686个，包括了《鬼灭之刃》《辉夜巨细姐想让我广告》《国王排名》《事情细胞》《刀剑神域》《JOJO的奇奥冒险》《于下坂本，有何贵干？》《夏目友人帐》等人气作品系列。

∆B站引进浩繁独家动漫作品

于B站首页的频道标签处，紧挨着番剧频道的是“国创”频道。单是看这两个字，就能够年夜致猜到其跟中国创造、中国原创有关。据相识，国创是B站于2017年新推出的分区，与番剧频道席卷海外作品差别，该频道的重要内容为中国原创动画。而B站也自此最先了出品国产动画的门路，并在2018年创办了第一届国创动画作品发布会。

今后的6年间，B站出品了《镇魂街》《韶光代办署理人》《常人修仙传》《灵笼》《三体》《仙王的一样平常糊口》《天官赐福》《中国奇谭》《有兽焉》等优质动画，并独家上线了《假如汗青是一群喵》《高低世界》《剑网3》《请吃红小豆吧》《嫡方舟》《罗小黑战记》等高人气国创动画。数据显示，已往6年，B站累计播出跨越600部国创作品，国创月活用户数目增加近6倍。

∆B站国创频道聚焦中国原创动画作品

产物：开发周边打造多个品牌

B站的周边开发最初重要集中于其官方形象上。认识B站的用户都知道，该平台拥有两个站娘，即22娘及33娘，简称2233；还有拥有1个代表形象，即小电视。缭绕这3个形象，B站开发了一系列周边衍生品，如人偶、手办、卡包、水杯、挂件、鼠标、文件夹等。

∆B站小电视形象马克杯

2020年，B站推出了文化商品品牌bilibiliGoods，定位是打造切合Z世代用户糊口场景的消费品领先品牌，重要产物包括223三、小电视等官方情势商品、自有IP对于外授权互助和其相干商品、知名IP授权产物等。

好比胶囊规划动画官方设定集Vol.一、“天官赐福-画中人”系列、“初音将来”的雪将来超开肉痛包可爱体UWA系列、“韶光代办署理人Ⅱ”动画开播记念系列等，产物类型以徽章、立牌、人偶、色纸、明信片等为主。

∆bilibiliGoods出品的周边产物

除了了bilibiliGoods，B站旗下还有有文化创意衍生品品牌BEMOE，中文名为萌盒，是专注为用户提供官方正版、品质良好、高性价比周边产物的品牌，如2233人生百戏文具、中国奇谭之鹅鹅鹅狐狸令郎毛绒痛包、“胡蝶效应”系列产物等均为萌盒出品。

∆中国奇谭之鹅鹅鹅狐狸令郎毛绒痛包

同为文化创意品牌的磁力赏，致力在为各种IP用户打造兼具美感与质感的优质IP衍出产品，特色是采用抽赏的情势发卖。如《天官赐福》的童话空想系列主题周边共有65个赏品，消费者每一采办1张该系列保藏卡，可得到奖券1张，扯开奖券100%可得到赏品之一。与抽盲盒、网络系列产物的弄法相似。

手办是二次元周边的主要品类。B站尤其打造手办品牌Bebox，专注打造正版且优质的手办商品，特别主打萌系美奼女系列产物，推出过新世纪福音兵士2233联名款景品手办等产物。

∆新世纪福音兵士2233联名款景品手办

渠道：搭建电商发卖平台

视频网站开展电商的模式，凡是是将入驻主流电商与搭建自有电商相联合，B站也是云云。

2017年7月，B站正式于网站内部上线了会员购商城，重要开展IP消费体验办事营业，兼具发卖平台、众筹平台两重属性。2021年，众筹金额达1390万元的“菜狗”、冲破1665万元的“灵笼”，都是出自会员购商城。

基在平台的基因与用户群体特色，会员购商城所提供的办事以二次元相干为主，好比漫展表演票务办事，天下年夜型的漫展勾当大都城市将会员购商城作为售票通道之一。

还有有二次元相干产物的发卖办事。如漫画、轻小说等册本；手办、雕像、盲盒等潮水玩具；徽章、海报、立牌、卡片、挂件、娃娃等谷子（Goods的谐音，泛指ACGN周边衍生品）；景品（文娱勾当、特定勾当发售、奖券抽取所得到的周边）、画集等其他周边产物。

最初，会员购商城发卖的产物以平台与版权方互助商品、自采商品为主。跟着商城影响力扩展，也有许多第三方商家入驻了会员购商城，如瑞华行、森宝积木、TOP TOY、星辉、SUNRISEPOP、优持潮品、万瑞宝、模玩熊、卡游、泡泡玛特等，使患上商城的产物品类笼罩到了积木、模子、车模、卡牌等品类。

∆会员购商城入驻的第三方商家

只管会员购商城发卖产物种类多，但于手办方面的名声较着更年夜些。依附着手办的保真性、富厚度、独家性、抢鲜度等上风，该商城被认为是Z世代、手办高消费人群采办手办的首选平台。

B站的渠道结构还有有入驻天猫开设旗舰店，与三福百货、覔书店、酷乐潮玩、THE GREEN PARTY等实体门店互助。

∆相干IP产物于三福百货发卖

落地：举办主题勾当凝结用户

如今，提到B站线下勾当，大都人起首想到的就是Bilibili World（下称“BW”）。但实在，早于BW以前，B站就已经经于2013年最先推出同好线下聚首勾当，Bilibili Macro Link（下称“BML”）。BW及BML是B站每一年线下勾当的焦点。

按照B站发布的积年BML现场实况来看，BML属在音乐、演唱会情势的线下勾当，以B站焦点内容为主题，约请一线动画歌手、人气UP主、收集年青文化代表人物等介入，B站文化用户可经由过程采办门票到场勾当。

从过往勾当来看，洛天依、言及、乐正绫、初音将来等虚拟歌手，松本梨喷鼻、蛇足、美依礼芽等真人歌手都曾经表态过BML。2013—2016年，介入BML的不雅众从800人一起上涨到3600人、8000多人、1.8万人。而BML2023作为该主题勾当举办的第十届，线上不雅看人数峰值一度跨越5000万。可见，BML已经经于二次元圈子里形成为了较强的影响力。

∆BML2023表演现场

与BML演唱会情势差别，BW是动漫展的情势，不仅云集更多的IP、品牌、周边产物，并且还有有作者签售会、声优晤面会、UP主舞台、游戏打卡、主题角逐等勾当，可以满意二次元群体各类差别需求。

患上益在B站于二次元范畴的深耕、BML打下的基础，BW于2017年初次举办时就取患了乐成，并引起了极年夜的存眷。2019年，BW还有于广州、上海、成都开展巡展，险些场场爆满。本年举办的BW2023是我国防疫政策优化后的首场勾当，三天勾当累计吸引十余万人次参加。

除了了上述两年夜勾当外，B站也会筹办快闪店、IP主题展等小型勾当，如《天官赐福》的画中人系列尤其勾当、《韶光代办署理人》的韶光回溯上海世茂限制音乐主题展、《常人修仙传》的不凡游湖·主题特展等；还有会到场澳门国际品牌连锁加盟展等博览会，进一步增强品牌宣传。

∆BW2023次元舞台现场

B站的IP买卖做患上怎么样？

前文总结了B站IP营业开展方面的结构及做法，但其营收环境到底怎样呢？作为上市公司，B站财报数据可以较直不雅地展示其IP买卖的现实环境。

2018—2022年财报显示，B站电商和其他营业实现营收别离为1.43亿元、7.22亿元、15.07亿元、30.97亿元，占总营收的比例别离为3.47%、10.65%、12.56%、14.14%。总体的增速很是显著。财报虽未说起该营业的利润率，但联合B站营业可能是线上，以和与其营业相近似的泡泡玛特毛利率有60%这两点，可以估算B站的毛利率不会低。

自本年以来，B站将其财报中的“电商和其他营业”变动为了“IP衍生品和其他”，揭示了平台对于IP营业的聚焦。2023年半年报和三季度报显示，截至6月30日，B站的IP衍生品和其他营业实现营收10.49亿元，同比下滑13%，重要是由于转授电竞版权的收入削减；第三季度IP衍生品和其他营业实现营收5.8亿元，同比下滑23%，重要是因为IP衍生品发卖收入削减。

∆2023年B站营收环境

本年上半年，B站的日活跃用户跨越了9500万人，月活跃用户达3.19亿人，用户日均利用时长到达95分钟；本年跨越20万张BW及BML门票当即售罄。这些数据显示了B站于二次元、中国年青一代中有较强的影响力，且用户为平台提供的相干办事、周边付费的意愿比力强烈。是以，B站本年IP衍生品和其他营业的事迹虽有下滑，但年夜量的用户群体、用户与平台的强粘性，将是该平台将来开展IP相干营业的主要支撑。

来历：中外IP授权 深圳展（ID:licensingchina）

图源：B站官网、各品牌官方微博

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CONNECT:[ UseTime:0.006046s ] mysql:host=hdm721885362.my3w.com;port=3306;dbname=hdm721885362_db;charset=utf8mb4SHOW FULL COLUMNS FROM `ta_system` [ RunTime:0.004138s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003606s ]SHOW FULL COLUMNS FROM `ta_settings` [ RunTime:0.009473s ]SELECT * FROM `ta_settings` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003494s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003473s ]SHOW FULL COLUMNS FROM `ta_field` [ RunTime:0.003772s ]SELECT `type`,`field` FROM `ta_field` [ RunTime:0.003372s ]SHOW FULL COLUMNS FROM `ta_cate` [ RunTime:0.003978s ]SELECT `id`,`cate_name`,`cate_folder`,`module_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003376s ]SHOW FULL COLUMNS FROM `ta_module` [ RunTime:0.003857s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003444s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003373s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003449s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003451s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003451s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003406s ]SELECT `module_id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003363s ]SELECT `table_name` FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003374s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003511s ]SELECT `id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003439s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003524s ]SELECT `id`,`parent_id` FROM `ta_cate` [ RunTime:0.003409s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.003570s ]SHOW FULL COLUMNS FROM `ta_article` [ RunTime:0.004061s ]SELECT * FROM `ta_article` WHERE `id` = 235 LIMIT 1 [ RunTime:0.005379s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.003481s 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`id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 19 ORDER BY `sort` DESC [ RunTime:0.004037s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003398s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003414s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003355s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 20 ORDER BY `sort` DESC [ RunTime:0.003792s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.003442s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.003336s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003542s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003436s ]-必一运动官网