独家丨B站腰尾部UP主开年带货“杀疯了”？

作者：张从容文章来源：亿邦动力

2025-02-07 11:33

作者：张从容文章来源：亿邦动力

2025-02-07 11:33

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总1：B站2025年1月带货整体情况

1. 共有236名UP主带货GMV上榜，其中32名单月GMV超千万，204名超百万。

2. 腰尾部UP主（粉丝数50万及以下）占比高达83.5%，粉丝数10万及以下占70.8%，粉丝数1万及以下占45.8%。

总2：关键亮点和实操干货

1. GMV排名前10的UP主中，7名粉丝数不到10万，5名不足1万；榜首首次易主，变为粉丝仅5.3万的科技区UP主“不寻常手机测评”，第二名粉丝仅0.34万。

2. 带货分区以科技区为主，占比达72%，生活区占13.1%；带货品类以3C数码家电为主，占比77.2%，新增“二手闲置”品类（二手大牌包）。

总1：消费趋势和用户行为观察

1. 带货品类高度集中3C数码家电（77.2%），反映消费者对科技产品需求旺盛，品牌可重点布局相关产品研发。

2. 新增“二手闲置”品类（二手大牌包），暗示二手奢侈品市场潜力，品牌可探索二手渠道建设或品牌定价策略调整。

总2：品牌营销机会

1. 腰尾部UP主（粉丝少）带货成效显著，占比榜单80%以上，品牌可合作低成本UP主进行营销，优化渠道建设。

2. 科技区UP主主导带货（72%），品牌应针对该领域强化产品定位和用户行为分析，抓住消费趋势变化。

总1：增长市场和机会提示

1. B站带货GMV榜单显示236名UP主上榜，32名GMV超千万，市场活跃度高，卖家可关注小UP主合作机会（粉丝少但成效好）。

2. 腰尾部UP主占比高（83.5%），提供低成本增长渠道；新增“二手闲置”品类，提示二手大牌包市场机会。

总2：最新商业模式和可学习点

1. UP主带货模式中，小粉丝账户（如粉丝不足1万）也能带高GMV，卖家可学习选择科技区或3C品类策略。

2. 榜首易主事件（从Mr迷瞪到小UP主），提示卖家应对变化，关注风险如品类集中风险，但机会在于灵活合作方式。

总1：产品生产和设计需求

1. 带货品类以3C数码家电为主（占比77.2%），显示高需求，工厂可优先生产相关产品，优化设计以满足电商需求。

2. 新增“二手闲置”品类（二手大牌包），暗示回收或翻新产品机会，工厂可探索二手商品生产链。

总2：商业机会和数字化启示

1. 腰尾部UP主导带货（80%以上），工厂可合作小UP主推广产品，抓住低成本商业机会。

2. B站电商趋势启示推进数字化，如通过平台数据（GMV榜单）指导生产，适应电商渠道变化。

总1：行业发展趋势

1. 腰尾部UP主成为带货主力（占比80%以上），小UP主崛起趋势明显，服务商可关注行业向低成本、高效模式转变。

2. 带货分区高度集中科技区（72%），生活区次之（13.1%），反映行业热点，服务商应针对这些领域开发服务。

总2：客户痛点和解决方案机会

1. 小UP主（粉丝少）带货成功，可能隐含资源不足痛点，服务商可提供工具支持如数据分析服务；新增品类（二手闲置）提示新解决方案机会。

2. 榜单数据显示GMV高增长，服务商可基于趋势推出定制化解决方案，满足客户对电商效率的需求。

总1：平台最新做法和招商策略

1. B站公布2025年1月带货GMV榜单（236名UP主上榜），促进透明度，平台可借此吸引更多UP主加入招商。

2. 榜首易主（小UP主取代Mr迷瞪），显示平台动态变化，平台应调整运营管理，侧重小UP主扶持政策。

总2：商业需求和风向规避

1. 腰尾部UP主导（占比高），平台需优化招商策略，吸引更多小UP主；品类以3C为主（77.2%），平台应加强品控规避风险如假货问题。

2. 新增“二手闲置”品类，平台需管理相关风险（如二手商品 authenticity），同时利用该品类扩大招商范围。

总1：产业新动向和商业模式

1. 腰尾部UP主带货“崛起”（占比80%以上），粉丝少GMV高，挑战传统粉丝经济模式，研究者可探讨新商业模式如小UP主高效带货机制。

2. 分区高度集中科技区（72%），生活区13.1%，研究者可分析产业集中度原因，揭示新问题如分区失衡。

总2：政策启示和商业启示

1. 小UP主成功案例（如榜首粉丝仅5.3万），提出政策建议如平台扶持政策公平性；新增“二手闲置”品类暗示监管需求，研究者可评估法规启示。

2. 数据模式（GMV榜单）提供研究基础，学者可分析消费需求变化（如3C主导），获得商业模式创新启示。

声明：快读内容全程由AI生成，请注意甄别信息。如您发现问题，请发送邮件至 run@ebrun.com 。

我是品牌商卖家工厂服务商平台商研究者帮我再读一遍。

Quick Summary

Summary 1: Bilibili's E-commerce Performance in January 2025

1. A total of 236 UP creators achieved notable GMV in sales, with 32 exceeding ¥10 million and 204 surpassing ¥1 million in monthly GMV.

2. Mid- and long-tail UP creators (with 500,000 or fewer followers) accounted for 83.5% of the list, while those with 100,000 or fewer followers made up 70.8%, and creators with 10,000 or fewer followers represented 45.8%.

Summary 2: Key Highlights and Practical Insights

1. Among the top 10 GMV-ranked UP creators, 7 had fewer than 100,000 followers, and 5 had under 10,000. The top spot shifted for the first time to a tech-focused UP creator, "Unusual Phone Reviews," with only 53,000 followers, while the second-ranked creator had just 3,400 followers.

2. The tech zone dominated live commerce, accounting for 72% of sales, followed by the lifestyle zone at 13.1%. Product categories were led by 3C digital and home appliances (77.2%), with the newly added "second-hand idle goods" category (e.g., pre-owned luxury bags) gaining traction.

Summary 1: Consumer Trends and User Behavior Observations

1. Sales were heavily concentrated in 3C digital and home appliances (77.2%), indicating strong consumer demand for tech products. Brands should prioritize R&D and product development in this segment.

2. The emergence of the "second-hand idle goods" category (e.g., pre-owned luxury bags) suggests potential in the secondhand luxury market. Brands may explore secondary sales channels or adjust pricing strategies accordingly.

Summary 2: Brand Marketing Opportunities

1. Mid- and long-tail UP creators (those with smaller followings) drove over 80% of the sales on the list, demonstrating the effectiveness of collaborating with lower-cost creators to optimize channel strategies.

2. With tech-focused UP creators leading sales (72%), brands should enhance product positioning and user behavior analysis in this area to capitalize on shifting consumer trends.

Summary 1: Growth Markets and Opportunity Insights

1. Bilibili’s GMV rankings featured 236 UP creators, including 32 with over ¥10 million in sales, signaling a highly active market. Sellers should explore collaboration opportunities with smaller UP creators, who deliver strong results despite smaller followings.

2. Mid- and long-tail UP creators constituted 83.5% of the list, offering low-cost growth channels. The addition of the "second-hand idle goods" category highlights opportunities in the pre-owned luxury bag market.

Summary 2: Latest Business Models and Takeaways

1. Even UP creators with under 10,000 followers achieved high GMV, suggesting sellers can adopt strategies focused on tech zones or 3C product categories.

2. The change in top rankers (from established creators to smaller UP creators) underscores the need for agility. Sellers should monitor risks like category concentration while leveraging flexible partnership models.

Summary 1: Product Manufacturing and Design Demand

1. 3C digital and home appliances dominated sales (77.2%), indicating high demand. Factories should prioritize production and design optimizations tailored to e-commerce requirements.

2. The new "second-hand idle goods" category (e.g., pre-owned luxury bags) suggests opportunities in recycling or refurbished products. Factories could explore supply chains for secondhand goods.

Summary 2: Business Opportunities and Digital Insights

1. Mid- and long-tail UP creators drove over 80% of sales, presenting low-cost collaboration avenues for factories to promote products.

2. Bilibili’s e-commerce trends highlight the importance of digitalization, such as using platform data (e.g., GMV rankings) to guide production and adapt to channel shifts.

Summary 1: Industry Development Trends

1. Mid- and long-tail UP creators are now the main drivers of sales (over 80%), indicating a shift toward low-cost, high-efficiency models. Service providers should align with this trend.

2. Sales were highly concentrated in the tech zone (72%), followed by lifestyle (13.1%). Service providers should develop targeted solutions for these high-demand areas.

Summary 2: Customer Pain Points and Solution Opportunities

1. The success of smaller UP creators may reflect resource constraints, presenting opportunities for service providers to offer tools like data analytics. The new "second-hand idle goods" category also opens avenues for innovative solutions.

2. High GMV growth in the rankings suggests demand for customized solutions to enhance e-commerce efficiency for clients.

Summary 1: Platform Strategies and Merchant Recruitment

1. Bilibili’s release of the January 2025 GMV rankings (featuring 236 UP creators) promotes transparency and can attract more creators to join its merchant ecosystem.

2. The change in top rankers (smaller UP creators overtaking established ones) reflects platform dynamism, prompting adjustments in operations and support policies for emerging creators.

Summary 2: Business Needs and Risk Management

1. With mid- and long-tail UP creators dominating, platforms should refine recruitment strategies to attract smaller creators. The dominance of 3C products (77.2%) necessitates stronger quality control to mitigate risks like counterfeits.

2. The new "second-hand idle goods" category requires risk management (e.g., authenticity verification) but also offers opportunities to expand merchant recruitment.

Summary 1: Industry Shifts and Business Models

1. The "rise" of mid- and long-tail UP creators (over 80% of sales) challenges traditional influencer economy models, inviting research into efficient mechanisms for smaller creators.

2. High concentration in the tech zone (72%) and lifestyle zone (13.1%) raises questions about sectoral imbalance and underlying causes of industry consolidation.

Summary 2: Policy and Business Implications

1. Success cases of smaller UP creators (e.g., the top-ranked creator with 53,000 followers) highlight needs for equitable platform policies. The emergence of "second-hand idle goods" suggests regulatory considerations that warrant evaluation.

2. GMV ranking data provides a foundation for analyzing consumer demand shifts (e.g., 3C dominance) and deriving insights for business model innovation.

Disclaimer: The "Quick Summary" content is entirely generated by AI. Please exercise discretion when interpreting the information. For issues or corrections, please email run@ebrun.com .

I am a Brand Seller Factory Service Provider Marketplace Seller Researcher Read it again.

【亿邦原创】日前，B站公布2025年1月UP主带货GMV榜单，据悉，共有236名UP主登榜，其中32名单月GMV超千万，204名GMV超百万。

腰尾部UP主仍占据了榜单的80%以上。亿邦动力统计显示，1月榜单中，粉丝数50万及以下的UP主占比高达83.5%，粉丝数10万及以下的占比70.8%，粉丝数1万及以下的占比45.8%。

同时，2025年1月GMV排名前10的UP主中，7名粉丝数不到10万，5名粉丝数不足1万。值得注意的是，榜单榜首首次易主，不再是B站直播带货“一哥”Mr迷瞪，而是粉丝数仅为5.3万的科技区UP主“不寻常手机测评”。排名第二的UP主粉丝数仅为0.34万。

从分区来看，1月榜单中科技区UP主占比达72%，生活区UP主占比为13.1%，而包括时尚、游戏等分区的UP主占比均未超过5%。在带货品类方面，2025年1月上榜UP主的带货品类仍以3C数码家电为主，占比高达77.2%。此外，2025年1月榜单中新增了“二手闲置”品类，其商品主要以二手大牌包为主。

亿邦持续追踪报道该情报，如想了解更多与本文相关信息，请扫码关注作者微信。

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FAQ回顾

B站2025年1月UP主带货GMV榜单有哪些关键数据？

2025年1月B站共有236名UP主登榜，其中32名单月GMV超过1000万元，204名GMV超过100万元。粉丝数50万及以下的腰尾部UP主占比高达83.5%，成为榜单主力。

2025年1月B站带货表现最好的UP主来自哪些分区？

科技区UP主占比达72%，生活区UP主占比13.1%，时尚、游戏等分区占比均未超过5%。带货品类以3C数码家电为主，占比77.2%，并新增二手闲置品类。

B站1月GMV排名前十的UP主粉丝规模如何？

前10名UP主中有7人粉丝数不到10万，5人不足1万。榜首首次易主为粉丝仅5.3万的科技区UP主“不寻常手机测评”，第二名UP主粉丝数仅为0.34万。

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