$Bilibili Inc.(BILI)$ I recent

I recently spoke with a few long-time Bilibili employees, and there’s a general sense of confusion about the platform's future. On one hand, they're cutting costs through layoffs and increasing workloads; on the other, the core business has hit a ceiling with 400 million monthly active users but still isn't profitable. The only internal solution seems to be heavily investing in gaming to achieve profitability, but short-term gains in gaming won't resolve the core issues. Since Bilibili slashed benefits for content creators and with Xiaohongshu's rapid rise, the platform's industry positioning has become increasingly unclear.

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