How "State-Owned Assets Xiaoxin" Captured Youth Attention Through a Decade of Dedication

On March 28, at the "New Voices in Media Convergence: New Paths for Government and Enterprise New Media to Break Through and Resonate" thematic forum of the 2026 China Online Media Forum, Gong Zheng, Director of the Media Convergence Division at the News Center of the State-owned Assets Supervision and Administration Commission (SASAC), discussed how the "State-Owned Assets Xiaoxin" account has explored operations over ten years on the Bilibili platform. Gong Zheng emphasized that understanding the Bilibili community is essential for effective government communication. He noted that Bilibili users are typically young, professional, and curious, with a natural interest in topics like major national projects. However, government accounts can easily deter users by being self-absorbed, unprofessional, or overly technical. Engaging young audiences requires communicating in their language and focusing on content that interests them. Based on this approach, "State-Owned Assets Xiaoxin" has developed distinctive strategies for the platform. The first strategy involves collaborative creation and joint submissions, partnering not only with central enterprises, related agencies, and mainstream media but also with positive content creators. This collaboration helps present serious topics in a lighter, more accessible manner. The second strategy leverages popular memes, background music, and interactive comments to resonate with users, treating comments as a space for dialogue rather than one-way communication. The third strategy focuses on maintaining a consistent visual identity, such as the account's signature yellow lightning bolt on covers and titles, which helps attract user attention. Beyond these engagement tactics, "State-Owned Assets Xiaoxin" remains committed to its core function of authoritative information release, ensuring that updates are both informative and engaging. Reflecting on operational insights, Gong Zheng summarized the approach as balancing "three hearts and two intentions": staying true to the mission of public service, empathizing with audiences, fostering unity among partners, maintaining high-level perspectives, and emphasizing creativity.