AWE2026 Official Exclusive Review Platform: Bilibili Teams Up with Content Creators to Build Home Appliance "Review Laboratory"

From March 12 to 15, 2026, the China Home Appliances and Consumer Electronics Expo (AWE2026) was held in Shanghai. Following its first participation last year, Bilibili (hereinafter referred to as “B站”) further deepened its official partnership this year, becoming AWE’s exclusive evaluation partner platform. On-site, B站’s creative booth attracted a large number of young visitors with its rich interactive testing experiences and UP主交流 sessions.

This year, B站’s AWE booth was further upgraded, covering the main stage and five fun evaluation zones, aiming to replicate popular evaluation content dimensions within the B站 ecosystem. UP主 such as Hello Teacher, My Name is He, Film Hurricane, Tim Dudu Tim, Bigger Institute, Mr. Mide, and others took turns on stage, combining their professional perspectives to deliver intuitive and authentic home appliance product reviews to the现场观众.

Under the guidance of staff, visitors could also get hands-on experience, transforming from “exhibition visitors” to “evaluation officers,” personally testing various cutting-edge home appliances. Through现场模拟实验, horizontal comparisons, real-time体验, and other formats, visitors could experience the professionalism and depth of B站’s home appliance evaluation content from five dimensions: scenarios, parameters,体验, disassembly, and趣味.

In addition, this year, B站 also partnered with AWE官方 to exclusively发布《年轻人喜爱的家电家居榜Top30》. Among them, B站 collaborated in-depth with over 20 brands on the榜单, allowing users to visit relevant AWE展区现场打卡, vote for the two most想测评 products from the榜单, and then have UP主 He Tongxue conduct现场实测.

Seeking authentic, reliable, and comprehensive evaluations has become an important pursuit for many users when searching for and watching home appliance content on B站.

Over the past decade, China’s home appliance industry has developed rapidly. New technologies, new materials, and new brands have continuously emerged, providing consumers with丰富选择 while also leading to “choice paralysis.” Consumers often need to invest大量时间 in research beforehand to筛选出 products with genuine quality and price比 from the繁杂信息.

Meanwhile, the younger generation is gradually growing up and becoming the masters of their homes. For emerging智能家居 products, the younger generation has a natural亲近感, and thus has begun to主导家庭内部的家电消费决策. According to iResearch data, the overall online home and appliance消费 trend is明显年轻化, with consumers under 35 accounting for over 60%. Additionally, a report released by the China Consumers Association in 2025 states that nearly 55% of kitchen appliance consumers are under 30.

Under the combined influence of these two trends, B站, as a video community with a high concentration of年轻人, has seen rapid growth in home and appliance content. Currently, the total number of home and appliance users on B站 has surpassed 100 million. In 2025, the投稿量 of smart生活相关内容 increased by 67% year-over-year, with播放量 rising by 129%; home appliance evaluation content saw a 145% YoY increase in播放量.

Among the大量激增的内容, home appliance evaluation videos are particularly popular with viewers. This not only reflects the urgent demand among年轻用户 for high-quality home appliance reviews but also demonstrates that such content can create a strong信任纽带 between creators and audiences.

This also means that professional, in-depth, and authentic home appliance evaluation content on B站 has a significant influence on the home appliance消费决策 of the younger generation. Relevant research shows that when learning about智能家电, over 80% of consumers first choose to “copy homework” on B站.

Based on high-quality evaluation content and trust relationships, many home appliance brands that enter B站 have successfully established effective communication with年轻消费者 and achieved genuine,持续的商业增长. During last year’s Double 11, a single evaluation video合作由小天鹅 and B站UP主 resulted in a new customer成交率高达67%; 德施曼’s智能门锁, during the Double 11 promotion, had a comprehensiveROI of over 6 on B站, with GMV转化超4M from a single deep evaluation content by UP主; Haier washing machines, through 25 years of科技评测 and兴趣内容深入B站用户, achieved a全年新客率超50%.

At this year’s AWE展会, B站 also partnered with well-known brands such as 小天鹅, Haier系列, JD.com gaming TVs, 科沃斯 (603486), 友望, 创维, 喜临门 (603008), 德施曼, 凯度, 容声, 安吉尔, 慕思, TCL, and Midea air conditioners, bringing visitors a丰富的产品体验.