.bilibili

Bilibili is a leading cultural community for young people and a comprehensive video platform in China. As of the first quarter of 2026, Bilibili had 115 million daily active users and 376 million monthly active users. Our brand proposition is: "The videos you are interested in are all on Bilibili." The community covers a wide range of fields including lifestyle, gaming, entertainment, anime, technology, knowledge, and many others. 1. Mission and Purpose of the Applied-for gTLD (1) Mission The mission of the applied-for TLD ".bilibili" is to create a secure, trustworthy, and exclusive digital space that brings together and supports all users, creators, brands, and partners within Bilibili and its broader ecosystem. Its core purpose is to consolidate the online presence of the "Bilibili" brand identity and strengthen brand credibility and user trust. (2) Objectives 1) Provide an exclusive digital identity for intended registrants a. Intended registrants: Primarily Bilibili Group and its affiliated entities. The ".bilibili" domain will not be open for registration to third parties without a direct brand or business affiliation with Bilibili. b. Specific objective: To provide these registrants with trustworthy domains to distinguish official services and exclusive content distribution channels, thereby reinforcing unified management of the brand's digital assets. 2) Provide trusted, high-quality content gateways for intended users a. Intended users: Bilibili's global user base. b. Specific objective: This domain will serve as a critical identifier for users to recognize "genuine Bilibili services" amid the vast amount of online information, reducing the risk of encountering phishing websites or fraudulent information. (3) Ongoing or Planned Activities 1) Brand protection and ecosystem security: Leverage the control capabilities of the exclusive TLD to safeguard the security and order of the community ecosystem. 2) Empowering creators and the community: Bilibili's digital space can provide creators with creative support and brand endorsement, facilitating the continued production and dissemination of high-quality content. 3) Enhancing brand credibility: Provide unified and trusted digital gateways for various services under Bilibili and reinforce user trust. 4) Promoting cultural dissemination: Leverage ".bilibili" to further consolidate its position as an emerging cultural dissemination platform, support the exchange and integration of diverse cultures. 2. Explanation of Long-Term Sustainability of the Objectives The long-term sustainability of these objectives is underpinned by: (1) Long-term operational continuity: The applicant is a legal entity with a clear long-term business plan, providing the fundamental legal foundation for the long-term operation of the TLD. (2) Sustainable financial support capability: The applicant has sustained profitability and provides the most solid financial foundation to support the long-term operation and maintenance of the TLD (including technical, human resources, marketing, and other expenses). (3) Stability of governance structure: The applicant has a clear and long-term stable shareholding structure, which ensures that the TLD operational strategy can be implemented consistently. (4) Clear decision-making mechanisms: The executive director of the applicant entity is responsible for determining the company's operational plans and investment plans. Applying for and operating a TLD can be categorized as a brand strategy investment for the company, with a clear, lawful decision-making path that avoids operational risks arising from ambiguous authority. Based on our long-term business planning, sustained and stable profitability, stable and lawful governance framework, and increasingly vibrant content and commercial ecosystem, the objective of applying for and operating the ".bilibili" TLD is clear, and this initiative demonstrates long-term sustainability.