Chinese food delivery and services platform Meituan have begun collaborating with video and live streaming company Bilibili to launch limited edition “Bullet Chat Meituan Bikes” across various cities including Beijing, Shanghai, Guangzhou, Tianjin, Wuhan, Changsha and Xi’an.
Bullet chats, a feature invented by Bilibili, is a live commenting function through which viewers can express feelings and exchange ideas about the video. Through the bullet chat function, over 172 million active users on Bilibili develop connections with one another every month. “AWSL”, Bilibili’s 2019 Bullet Chat of the Year, is an acronym for “this is killing me” in Mandarin, and is generally used when one is touched, amused or excited by a scene from a Bilibili video.
As part of this new undertaking, Meituan selects the most popular bullet chats to be printed on the wheels of the limited edition share bikes, including the nostalgic “childhood flashback” and the “high energy alert” when anticipating an emotionally charged scene.
The first batch of share bikes are already available for use at 17 Chinese colleges and universities, as students across the country have returned to campus following months of social-distancing at home due to Covid-19.
Meituan’s partnership with Bilibili is a part of the company’s plan to double down on the campus share-bike market this year.
This collaboration is not the first time a tech giant has tapped into Bilibili as a means of reaching Gen Z consumers. Alibaba in March this year released a video entitled “Strategy to Take It Over On Bilibili”, signalling a cooperation with the video platform. Tencent also released a series of viral videos in an attempt to grab the attention of Gen Z.
In addition to internet companies, leading vehicle manufacturer Tesla in February followed through with its plans to collaborate with Bilibili, following a 2019 announcement that the platform’s services would be featured as part of its in-car infotainment system.