B站双11收官：行业新客率最高达90% 视频带货UP主增加41%

作者：廖紫琳文章来源：亿邦动力

2026-11-13 10:53

作者：廖紫琳文章来源：亿邦动力

2026-11-13 10:53

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总：B站双11的核心战绩集中在拉新、内容带货和成交案例。

1.平台给全行业带去的平均新客率持续攀升，食品饮料新客率超90%，美妆鞋服、家居家装新客率超60%。

2.视频带货UP主同比增长41%，带货稿件量同比增长33%，广告客户数增量行业为美妆鞋服、数码3C和食饮宠物。

总：可关注的实操案例与模式。

1.石头科技总消耗ROI达1:12，新客率77%，通过专业测评选购加场景实测内容，多维度展示洗地机，一条内容创造百万元成交额。

2.凯迪仕通过家居垂类内容分区强转化，搭配电竞、汽车等泛区拉新组合种草，成交UV环比增长超1000%，进店成交率1.5%。

3.B站坚持大开环商业模式，通过内容种草投放引流至第三方平台成交，安踏进店率70%，科大讯飞ROI超1:4、新客率65%，美团闪购大促ROI超1:8、人群资产增长超200%。

总：B站双11为品牌营销和渠道建设提供了拉新与内容种草数据。

1.平台全行业平均新客率持续攀升，食品饮料新客率超90%，美妆鞋服、家居家装新客率超60%，说明平台具备较强的新客获取价值。

2.广告客户数增量行业为美妆鞋服、数码3C和食饮宠物，可作为品牌投放行业风向参考。

总：品牌营销与产品内容化案例值得关注。

1.石头科技通过专业测评选购加场景实测内容，多维度展示洗地机产品，总消耗ROI达1:12，新客率77%，一条内容创造百万元成交额。

2.凯迪仕通过家居垂类内容分区强转化，搭配电竞、汽车等泛区拉新组合种草，成交UV环比增长超1000%，进店成交率1.5%。

3.平台坚持大开环商业模式，通过内容种草投放引流至第三方平台成交，安踏进店率70%，科大讯飞ROI超1:4、新客率65%，美团闪购大促ROI超1:8、人群资产增长超200%，为品牌渠道合作和价格竞争外的种草转化提供参考。

总：B站双11释放了内容带货增长和消费需求变化机会。

1.食品饮料新客率超90%，美妆鞋服、家居家装新客率超60%，卖家可关注高拉新品类和消费需求释放方向。

2.视频带货UP主同比增长41%，带货稿件量同比增长33%，内容带货供给扩大，说明可学习视频带货和UP主合作方式。

3.广告客户数增量行业为美妆鞋服、数码3C和食饮宠物，可作为增长市场与投放机会参考。

总：案例提供正面增长机会和合作模式提示。

1.石头科技总消耗ROI达1:12，新客率77%，一条内容创造百万元成交额；凯迪仕成交UV环比增长超1000%，进店成交率1.5%。

2.安踏进店率70%，科大讯飞ROI超1:4、新客率65%，美团闪购大促ROI超1:8、人群资产增长超200%。

3.B站坚持大开环商业模式，通过内容种草投放引流至第三方平台成交，卖家可关注内容种草、投放引流和跨平台成交合作方式。

总：B站双11案例为产品生产设计和电商推进提供启示。

1.石头科技通过专业测评选购加场景实测内容，多维度展示洗地机产品，一条内容创造百万元成交额，提示产品设计需具备可测评、可场景化展示的卖点。

2.凯迪仕通过家居垂类内容分区强转化，搭配电竞、汽车等泛区拉新组合种草，成交UV环比增长超1000%，提示产品可围绕不同使用场景和泛人群需求做内容表达。

总：内容电商和数字化经营机会值得关注。

1.视频带货UP主同比增长41%，带货稿件量同比增长33%，说明视频带货内容供给扩大，工厂可关注与UP主内容合作带来的商业机会。

2.B站坚持大开环商业模式，通过内容种草投放引流至第三方平台成交，安踏进店率70%，科大讯飞ROI超1:4，美团闪购ROI超1:8，说明内容种草可成为产品触达新客、推进电商成交的路径。

3.食品饮料新客率超90%，美妆鞋服、家居家装新客率超60%，可为工厂判断高拉新品类和产品方向提供参考。

总：B站双11显示出内容带货和跨平台成交的行业趋势。

1.平台给全行业带去的平均新客率持续攀升，食品饮料新客率超90%，美妆鞋服、家居家装新客率超60%。

2.视频带货UP主同比增长41%，带货稿件量同比增长33%，广告客户数增量行业为美妆鞋服、数码3C和食饮宠物，说明内容供给和广告需求同步扩大。

总：客户痛点与解决方案可从案例中提炼。

1.客户关注拉新、转化和ROI，案例中石头科技总消耗ROI达1:12、新客率77%，凯迪仕成交UV环比增长超1000%、进店成交率1.5%，安踏进店率70%，科大讯飞ROI超1:4、新客率65%，美团闪购ROI超1:8、人群资产增长超200%。

2.解决方案包括专业测评选购加场景实测内容展示产品，家居垂类内容分区强转化搭配电竞、汽车等泛区拉新组合种草，以及大开环模式下内容种草投放引流至第三方平台成交。

3.服务商可围绕内容种草、投放引流、ROI优化和跨平台成交链路提供解决方案。

总：B站双11展示了平台拉新能力、内容供给和商业合作需求。

1.平台给全行业带去的平均新客率持续攀升，食品饮料新客率超90%，美妆鞋服、家居家装新客率超60%。

2.视频带货UP主同比增长41%，带货稿件量同比增长33%，广告客户数增量行业为美妆鞋服、数码3C和食饮宠物，可作为平台招商和运营管理参考。

总：平台最新做法和案例表现值得关注。

1.B站坚持大开环商业模式，通过内容种草投放引流至第三方平台成交，体现平台对跨平台成交链路和内容种草的需求。

2.案例中石头科技总消耗ROI达1:12、新客率77%，一条内容创造百万元成交额；凯迪仕成交UV环比增长超1000%、进店成交率1.5%；安踏进店率70%，科大讯飞ROI超1:4、新客率65%，美团闪购大促ROI超1:8、人群资产增长超200%。

3.平台运营可关注家居垂类内容分区强转化与电竞、汽车等泛区拉新组合种草，并围绕美妆鞋服、数码3C、食饮宠物等广告客户增量行业进行招商和风向规避。

总：B站双11提供了内容电商和跨平台成交的产业新动向。

1.数据上，平台给全行业带去的平均新客率持续攀升，食品饮料新客率超90%，美妆鞋服、家居家装新客率超60%。

2.视频带货UP主同比增长41%，带货稿件量同比增长33%，广告客户数增量行业为美妆鞋服、数码3C和食饮宠物，反映内容供给、带货主体和广告需求变化。

总：商业模式与案例指标具有研究价值。

1.B站坚持大开环商业模式，通过内容种草投放引流至第三方平台成交，涉及内容平台与第三方成交平台的协作链路。

2.案例显示专业测评选购加场景实测内容可提升产品展示和成交，家居垂类内容分区强转化搭配电竞、汽车等泛区拉新组合种草可扩大成交UV，石头科技ROI达1:12、新客率77%，凯迪仕成交UV环比增长超1000%，安踏进店率70%，科大讯飞ROI超1:4、新客率65%，美团闪购ROI超1:8、人群资产增长超200%。

3.可进一步研究内容电商拉新效率、UP主内容供给增长、广告客户行业分布和跨平台成交模式。

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

Overall: Bilibili’s Double 11 results centered on new-customer acquisition, content-driven sales, and transaction case studies.

1. The average new-customer rate Bilibili delivered across industries continued to rise: food and beverage exceeded 90%, while beauty and apparel and home and furnishing exceeded 60%.

2. Video-commerce creators grew 41% year over year, and the volume of sales-generating content grew 33% year over year. Advertising client growth was concentrated in beauty and apparel, digital 3C, and food/beverage and pet categories.

Overall: Practical cases and models worth noting.

1. Roborock achieved a total spend ROI of 1:12 and a new-customer rate of 77%. Through professional review-based shopping guides and real-scenario testing content, it showcased floor cleaners across multiple dimensions, with a single piece of content generating RMB 1 million in sales.

2. Kaadas drove strong conversion through home-category vertical content zones, combined with broad-interest seeding in esports, automotive, and other areas for new-customer acquisition. Transacting UV rose more than 1,000% month over month, and the store conversion rate was 1.5%.

3. Bilibili maintained its open-loop business model, seeding through content and directing traffic to third-party platforms for transactions. Anta achieved a 70% store visit rate; iFlytek achieved ROI above 1:4 and a new-customer rate of 65%; Meituan Instashopping achieved promotional ROI above 1:8 and audience asset growth above 200%.

Overall: Bilibili’s Double 11 provided data on new-customer acquisition and content seeding for brand marketing and channel building.

1. The platform’s average new-customer rate across all industries continued to rise: food and beverage exceeded 90%, while beauty and apparel and home and furnishing exceeded 60%, indicating strong new-customer acquisition value.

2. Advertising client growth was concentrated in beauty and apparel, digital 3C, and food/beverage and pet categories, which can serve as an industry reference for brand media allocation.

Overall: Brand marketing and product-content cases are worth noting.

1. Roborock used professional review-based shopping guides and real-scenario testing content to showcase its floor cleaners across multiple dimensions. It achieved a total spend ROI of 1:12 and a new-customer rate of 77%, with a single piece of content generating RMB 1 million in sales.

3. The platform maintained its open-loop business model, seeding through content and directing traffic to third-party platforms for transactions. Anta achieved a 70% store visit rate; iFlytek achieved ROI above 1:4 and a new-customer rate of 65%; Meituan Instashopping achieved promotional ROI above 1:8 and audience asset growth above 200%. This provides a reference for brand channel partnerships and seeding-driven conversion beyond price competition.

Overall: Bilibili’s Double 11 revealed opportunities in content-driven sales growth and shifts in consumer demand.

1. Food and beverage new-customer rates exceeded 90%, and beauty and apparel and home and furnishing exceeded 60%. Sellers can focus on high-new-customer categories and directions where consumer demand is being released.

2. Video-commerce creators grew 41% year over year, and sales-generating content volume grew 33% year over year, indicating expanded supply of content-driven commerce. Sellers can learn from video-selling and creator collaboration approaches.

3. Advertising client growth was concentrated in beauty and apparel, digital 3C, and food/beverage and pet categories, which can serve as a reference for growth markets and media opportunities.

Overall: The cases point to positive growth opportunities and collaboration models.

1. Roborock achieved a total spend ROI of 1:12 and a new-customer rate of 77%, with a single piece of content generating RMB 1 million in sales; Kaadas saw transacting UV rise more than 1,000% month over month and a store conversion rate of 1.5%.

2. Anta achieved a 70% store visit rate; iFlytek achieved ROI above 1:4 and a new-customer rate of 65%; Meituan Instashopping achieved promotional ROI above 1:8 and audience asset growth above 200%.

3. Bilibili maintained its open-loop business model, seeding through content and directing traffic to third-party platforms for transactions. Sellers can explore content seeding, paid traffic routing, and cross-platform transaction collaboration.

Overall: Bilibili’s Double 11 cases offer lessons for product design, manufacturing, and e-commerce rollout.

1. Roborock used professional review-based shopping guides and real-scenario testing content to showcase its floor cleaners across multiple dimensions, with a single piece of content generating RMB 1 million in sales. This suggests product design should include selling points that can be reviewed and demonstrated in real scenarios.

2. Kaadas drove strong conversion through home-category vertical content zones, combined with broad-interest seeding in esports, automotive, and other areas for new-customer acquisition; transacting UV rose more than 1,000% month over month. This suggests products can be expressed in content around different usage scenarios and broad-audience needs.

Overall: Opportunities in content commerce and digital operations are worth noting.

1. Video-commerce creators grew 41% year over year, and sales-generating content volume grew 33% year over year, indicating expanded supply of video-commerce content. Factories can explore commercial opportunities from content collaborations with creators.

2. Bilibili maintained its open-loop business model, seeding through content and directing traffic to third-party platforms for transactions. Anta achieved a 70% store visit rate, iFlytek achieved ROI above 1:4, and Meituan Instashopping achieved ROI above 1:8. This shows content seeding can be a path for products to reach new customers and drive e-commerce transactions.

3. Food and beverage new-customer rates exceeded 90%, and beauty and apparel and home and furnishing exceeded 60%, providing a reference for factories in assessing high-new-customer categories and product directions.

Overall: Bilibili’s Double 11 highlights industry trends in content-driven commerce and cross-platform transactions.

1. The platform’s average new-customer rate across all industries continued to rise: food and beverage exceeded 90%, while beauty and apparel and home and furnishing exceeded 60%.

2. Video-commerce creators grew 41% year over year, and sales-generating content volume grew 33% year over year. Advertising client growth was concentrated in beauty and apparel, digital 3C, and food/beverage and pet categories, indicating simultaneous expansion of content supply and advertiser demand.

Overall: Client pain points and solutions can be distilled from the cases.

1. Clients focus on new-customer acquisition, conversion, and ROI. In the cases, Roborock achieved a total spend ROI of 1:12 and a new-customer rate of 77%; Kaadas saw transacting UV rise more than 1,000% month over month and a store conversion rate of 1.5%; Anta achieved a 70% store visit rate; iFlytek achieved ROI above 1:4 and a new-customer rate of 65%; Meituan Instashopping achieved ROI above 1:8 and audience asset growth above 200%.

2. Solutions include professional review-based shopping guides and real-scenario testing content to showcase products, home-category vertical content zones for strong conversion combined with broad-interest seeding in esports, automotive, and other areas for new-customer acquisition, and content seeding and traffic routing under an open-loop model to drive transactions on third-party platforms.

3. Service providers can offer solutions around content seeding, traffic routing, ROI optimization, and cross-platform transaction paths.

Overall: Bilibili’s Double 11 demonstrated platform new-customer acquisition capabilities, content supply, and demand for commercial partnerships.

1. The platform’s average new-customer rate across all industries continued to rise: food and beverage exceeded 90%, while beauty and apparel and home and furnishing exceeded 60%.

2. Video-commerce creators grew 41% year over year, and sales-generating content volume grew 33% year over year. Advertising client growth was concentrated in beauty and apparel, digital 3C, and food/beverage and pet categories, which can serve as a reference for platform merchant recruitment and operations management.

Overall: The platform’s latest practices and case performance are worth noting.

1. Bilibili maintained its open-loop business model, seeding through content and directing traffic to third-party platforms for transactions, reflecting platform demand for cross-platform transaction paths and content seeding.

2. In the cases, Roborock achieved a total spend ROI of 1:12 and a new-customer rate of 77%, with a single piece of content generating RMB 1 million in sales; Kaadas saw transacting UV rise more than 1,000% month over month and a store conversion rate of 1.5%; Anta achieved a 70% store visit rate; iFlytek achieved ROI above 1:4 and a new-customer rate of 65%; Meituan Instashopping achieved promotional ROI above 1:8 and audience asset growth above 200%.

3. Platform operations can focus on strong conversion through home-category vertical content zones and broad-interest seeding in esports, automotive, and other areas for new-customer acquisition, while conducting merchant recruitment and trend-based risk avoidance around advertiser growth categories such as beauty and apparel, digital 3C, and food/beverage and pet.

Overall: Bilibili’s Double 11 offers new industry signals on content commerce and cross-platform transactions.

1. In terms of data, the platform’s average new-customer rate across all industries continued to rise: food and beverage exceeded 90%, while beauty and apparel and home and furnishing exceeded 60%.

2. Video-commerce creators grew 41% year over year, and sales-generating content volume grew 33% year over year. Advertising client growth was concentrated in beauty and apparel, digital 3C, and food/beverage and pet categories, reflecting changes in content supply, sales-driving actors, and advertiser demand.

Overall: The business model and case metrics have research value.

1. Bilibili maintained its open-loop business model, seeding through content and directing traffic to third-party platforms for transactions, involving collaboration paths between content platforms and third-party transaction platforms.

2. The cases show that professional review-based shopping guides and real-scenario testing content can improve product presentation and conversion; home-category vertical content zones for strong conversion combined with broad-interest seeding in esports, automotive, and other areas for new-customer acquisition can expand transacting UV. Roborock achieved ROI of 1:12 and a new-customer rate of 77%; Kaadas saw transacting UV rise more than 1,000% month over month; Anta achieved a 70% store visit rate; iFlytek achieved ROI above 1:4 and a new-customer rate of 65%; Meituan Instashopping achieved ROI above 1:8 and audience asset growth above 200%.

3. Further research can examine content commerce new-customer efficiency, growth in creator content supply, advertiser industry distribution, and cross-platform transaction models.

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】双11收官（10月15日至11月11日），B站发布相关战绩：

一方面，平台给全行业带去的平均新客率持续攀升，其中食品饮料新客率超90%，美妆鞋服、家居家装新客率超60%。

另一方面，消费需求释放也带来内容供给扩大，视频带货UP主同比增长41%，带货稿件量同比增长33%。广告客户数增量行业为美妆鞋服、数码3C和食饮宠物。

双11期间，B站跑出了一波亮眼案例：

比如，石头科技总消耗ROI高达1:12，新客率达到77%，通过专业测评选购+场景实测内容，多维度展示洗地机产品，一条内容创造出百万元成交额战绩。

智能锁品牌凯迪仕通过家居垂类内容分区强转化，搭配电竞、汽车等泛区拉新组合种草，实现了成交UV环比增长超1000%，进店成交率1.5%。

B站坚持大开环商业模式，通过内容种草投放引流至第三方平台成交，还诞生了一系列优秀案例，如安踏进店率达70%，科大讯飞ROI超1:4，新客率为65%，美团闪购大促ROI超1:8，人群资产增长超200%。

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站双11视频带货对品牌拉新效果如何？

B站双11期间为全行业带去的平均新客率持续攀升，其中食品饮料新客率超90%，美妆鞋服、家居家装新客率超60%。这说明视频带货内容在品牌获取新客方面具有较强作用，尤其食品饮料类目新客转化表现突出。

B站双11视频带货UP主和内容供给增长情况如何？

双11期间，B站视频带货UP主同比增长41%，带货稿件量同比增长33%。消费需求释放带动内容供给扩大，广告客户数增量行业为美妆鞋服、数码3C和食饮宠物，显示更多UP主和品牌参与视频带货。

石头科技在B站双11的ROI和新客率是多少？

石头科技在B站双11期间总消耗ROI高达1:12，新客率达到77%。其通过专业测评选购和场景实测内容，多维度展示洗地机产品，一条内容创造出百万元成交额，体现了B站视频带货在高客单价家电品类中的转化能力。

智能锁品牌凯迪仕如何通过B站内容实现转化？

凯迪仕通过家居垂类内容分区强化转化，并搭配电竞、汽车等泛区拉新组合种草，实现成交UV环比增长超1000%，进店成交率1.5%。该案例说明B站可通过垂类内容承接转化、泛区内容扩大拉新，形成组合式视频带货策略。

B站大开环商业模式对品牌成交有什么作用？

B站坚持大开环商业模式，通过内容种草投放引流至第三方平台成交。双11期间，安踏进店率达70%，科大讯飞ROI超1:4、新客率65%，美团闪购大促ROI超1:8、人群资产增长超200%。该模式帮助品牌从内容种草走向站外成交和人群资产积累。

标签:: 直播二次元平台短视频 B站未来零售

AI冲击全球咨询业计费模式与人才体系生变

AI正冲击咨询业：毕马威称知识壁垒消退，客户转向成果付费但采购仍比工时，算力等成本纳入定价；四大与AI原生机构竞争加剧，应届生培养体系调整，金字塔人才模型面临经济性挑战。

AI 服务业服务商

2026-11-13 10:46:22

B站双11收官：行业新客率最高达90% 视频带货UP主增加41%

FAQ回顾

B站双11视频带货对品牌拉新效果如何？

B站双11视频带货UP主和内容供给增长情况如何？

石头科技在B站双11的ROI和新客率是多少？

智能锁品牌凯迪仕如何通过B站内容实现转化？

B站大开环商业模式对品牌成交有什么作用？

AI冲击全球咨询业 计费模式与人才体系生变

AI冲击全球咨询业计费模式与人才体系生变