Moving on to our community growth. Our DAUs increased by 15% year-over-year to 96.5 million in the second quarter, driving our DAU to MAU ratio up to 29.8%.
In the second half of this year, we plan to shift our video watching metric from video views to video time spent, which will help our users discover more high-quality content on Bilibili.
In addition, we are exploring new live broadcasting products to create more paying channels for our users, including live celebration events. We expect our ongoing integration activities to support our revenue growth in the second half of 2023.
Our top five advertising verticals in the second quarter were games, e-commerce, digital products and home appliances, skincare and cosmetics, and food and beverage.
五大Top广告垂类In the meantime, we have seven new titles that we plan to release in domestic and overseas markets in the second half of the year, including the highly anticipated game Pretty Derby
期待7款游戏能红火一波We cut sales and marketing expenses by 22% year-over-year to RMB918 million, while our DAUs grew by 15%.
单季度营销费用9亿RMB，其中大头应该还是DAU增长的拉新买量预算All of above metrics shows a very healthy and robust growth of the community. The reason why we have been emphasizing on the healthy growth of our DAU is because we believe the healthy growth of DAU is the foundation and preliminary requirement for Bilibili to achieve sustainable profit.
As for the outlook into the summer, given that we’re in August in the period of the summer vacation, we have been witnessing and experiencing a strong DAU and daily user time spent growth. We do expect that in the third quarter, our DAU can surpass a very exciting milestone of 100 million, and we also expect our average daily time spend can reach a new historical high.
这算不算提前亮出了底牌？There are a few interesting data points I can introduce. About 70% of the users who entered Taobao through Bilibili were new customers, and this ratio reached even to 90% for certain industry. That shows that we have the effective ability to consistently convert user to — [for advertisers] (ph). In addition, Bilibili user maintained a very high conversion value 15 days after the related video was posted. And during June 18 period, the ad revenue from Alibaba actually increased by 300% year-over-year. While many other content platforms choose to build their own e-commerce platforms, Bilibili, on the other hand, we choose to take an open approach, partnering with e-commerce players and brand owners to grow the sales volume together on Bilibili.
从B站进入淘宝的，居然有70%是淘宝新用户，不可思议In the first half of this year, nearly 30 million users clicked on the shopping link on Bilibili’s video commentary section, which leaded to a transaction-related behavior.
评论带货链接的点击In mid-April, Xiaomi launched a live broadcasting e-commerce show promoting its new cellphone. Based on the data that I have in hand, Bilibili ranked number one in terms of GMV among all content platforms. It not only reflected that the strong word-of-mouth influence that we had among our young user group, but also the strong consumption power our users had.
不错不错，令人振奋And right now, within just two weeks of pre-registration, over 2 million users already pre-registered for this game. This is a new record for — in our operating history for the pre-registration amount.
As for our own self-development game, the strategy will remain unchanged, which is focus, focus our — on the content — on the genres that Bilibili has most advantage of. Me, personally, will be spending a lot of time to ensure a success rate as we have only started doing self-development games and we will be very down to earth and grounded to take a step-by-step approach to ensure every game that we launched will be high quality and will be successful. This is the target that I personally will spend a lot of time to ensure and also require our team to achieve. Secondly, it’s about the long-term operation of the game. I believe in the future, all the game will be a long-term operation cycle. Otherwise, it won’t make any profit. So, this is the requirement I have for our self-development game.
1）游戏品质，2）长线运营We believe this is breakthrough technology of — AIGC, what can bring to the industry. The way we look at it, it equals to the mobile Internet that happened 10 years ago.
居然如此高的高度！AIGCSo, as for Bilibili, our core business is video and ACG, and it has been very clear that AIGC can enable an increased efficiency in a large amount on both fronts, for example, on content production as well as content recommendation. Also in terms — based on the LLM, we can increase a lot of the efficiency of managing our community by understanding what the text means, the content means within our community. And we believe this technology, AIGC, has multifaced applications and scenarios to help us to improve all around user experience.
- 内容制作； 2）内容推荐； 3）社区文本含义的理解
- With the help of this AI tool, they can — it can largely improve its production efficiency. As for the LLM, even though we haven’t marketed quite aggressively, but actually, we have already started to apply LLM in various daily operations. Another example would be on the content auditing side. In the past, we have to spend a lot of human resource and power in managing the content with the help of large language model, because it can understand the voice, the text, the meaning and all of the implied meanings behind the text, it can drastically increase the efficiency of how our content auditing process the content. And another application scenario would be enhanced search, because Bilibili has a vast content library and each video carries a lot of scatter information and we can leverage the LLM to drastically enhance the search efficiency.
- 社区审核； 5）搜索场景
We’re actually beta testing a new enhanced search that by just typing question in our search box, our large language model can summarize and answer questions. Very valid example would be, with the recent version upgrade of Genshin Impact, people can just simply ask which card is worth drawing and which character is worth spending time to improve, and the large language model can summarize the valid information and just provide to the user versus in the past, they have to watch several videos to summarize that content information. Now, they — with the just stroke of hand, they can get the correct and fast answer. Another function upgrade that we are testing is AI Assistant. This will accompany users when they are watching a video, help them to summarize and extract useful information.
6）AI助手For example, in a MacBook review video, user can ask the AI Assistant, what’s the difference between M2 Pro chip and the M2 chip? What’s the price difference? What’s the efficiency difference? And the AI Assistant can extract the exact information to help the user to get what they want. All of this will help to increase Bilibili user experience. Internally, we really value the AIGC technology. We believe this is a once-in-a-lifetime opportunity. This will be similar to the invention of mobile Internet, which enable Bilibili’s mobile user grow by ten-fold. We believe with the AIGC technology matures, we can leverage this technology to largely enhance our user experience, our content creators’ experience and productivity, as well as increase our commercialization efficiency.
是否需要去创业？this is a once-in-a-lifetime opportunity.