Biography
Li Ni has served as chief operating officer of Bilibili, the Chinese video platform that grew out of anime and comics fandom, since 2014, and became vice chair of its board in 2018 [1]. Born in 1986, she trained as a lawyer before moving into technology, and joined Bilibili at age 28 after crossing paths with co-founder Chen Rui while working at Cheetah Mobile [1]. Within the company, Li has become the executive most publicly associated with its push into original Chinese animation, the in-house and licensed "guochuang" slate that Bilibili distributes alongside its user-generated video business [2]. Speaking in 2023, she argued that original Chinese animation, rather than the platform's broader video ecosystem, sets the ceiling for Bilibili's competitive advantage, and said the company's investment in original content would keep rising rather than shrink over the following three years [2]. Her operational responsibilities at Bilibili extend well beyond animation to the company's overall organizational structure, and she is regularly named among its highest-compensated executives [1].
Wherever Bilibili exists, animation thrives.