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Social functions are not independent, and a group of social users are completely washed out.

Judging from the current public beta, Meitu's social aggregation is in the "community" channel of Meitu Xiu Xiu App, and the social situation in the "community" is actually more like the popular photo social products, such as nice, In and Petals. The product form is very primary. Users can mark the geographical location on the picture and add subject words. The relationship between users and others is only a subscription relationship, and the search box only supports searching MT numbers, nicknames and topics.

Meitu's "community" function is not an independent App product, which means that users can only enter through Meitu Xiu Xiu App. In addition, the space that a channel can display is very limited. If it wants to grow into a mature social product, it is necessary to make the main app heavier and grab users' attention. The reason why users use Meitu Xiu Xiu App is for Meitu function, not social factors. In the tool properties, the user does not need a login ID, so.

Meitu should directly launch an independent social App product when launching its social strategy, even if it is only the product of 1.0 version, but at least some social users can be washed out and now loaded on Meitu Xiu Xiu App. If community products are independent in the future, it will not be easy, and some users will be lost.

If an independent social App is launched, Meitu Xiu Xiu still has an advantage. According to the financial report of Meitu 20 17, the total number of monthly active users of Meitu is 4160,000, among which the monthly active users of Meitu Xiu Xiu, Meipai and Beauty Camera account for 75% of the total active users, which are the three most important products of Meitu, with three explosive products. The social products independently produced by Meitu are easy to get a group of seed users. In this regard, there have been various cases in the field of mobile Internet for a long time. Ali Planet, a fan entertainment platform owned by Ali, was washed out by music every day. On the one hand, it announced the closure of Tiantian Music, on the other hand, it led users to Ali Planet. The original seed music of Baidu Music also originated from Qian Qian Listening.

Unfortunately, Meitu didn't learn from the experience of these "predecessors", but loaded social interaction into Meitu Xiu Xiu App to do the test first. This wave of operation has made Meitu's social pattern suddenly smaller.

The social orientation is not clear, and it is easy to fall into a left-right struggle.

Now there is no pure picture social platform. Nowadays, social photo applications such as nice are no longer just providing users with photo content. Pictures, videos, texts, live broadcasts and other diversified carriers are the real forms of social application of pictures.

Meitu's social products, in order to fully attract users, will eventually take this road. It is not enough to rely solely on pure picture products. Users can accept short video, live broadcast, text and other media if they can accept picture media, unless Meitu wants to turn its social products into a gathering place for photographers, and this platform will undoubtedly brush away many non-photographers, which will greatly waste the user resources accumulated by Meitu.

If Meitu's socialization develops into the form of in and nice, it will eventually form a dispute with Meitu. Is it a short live video of Meitu's new product? This kind of left-right struggle is definitely not a good thing for Mito.

Meitu claims to be a social strategy, but the product is more like a community-based product-a gathering place for image content than an IM tool. In the community-based products, Meitu has also taken many detours. The lack of time nodes, independent apps and unclear product positioning will make Meitu more difficult on the social road.

On the social track, it has long been "more wolves and less meat". Acquaintances, strangers, IM tools, photo communities, short video communities, live broadcast communities, etc. They all stood in their own positions. Meitu wants to "intervene", and friends will not give this opportunity.

What else can Meitu do socially?

The extension of tool-based products to social products is not without success stories. Meitu has a monthly active user base of 4160,000. If it can be twisted into a rope, it still has a chance to socialize. I'm afraid I'll be timid and unwilling to put all my money on the social track.

At this time today, if you want to make a boutique social product, you will only face the situation of shutting down. What else can Mito do if she really wants to socialize? In Claire Kuo's opinion, the Internet circle can start with the following three points:

Attract registered users and upgrade social infrastructure.

The disadvantage of tool products is that there are too many unregistered users. Once they become registered users, the platform will have the opportunity to do more things, such as mobile phone search. When the user becomes a registered user, the content of the feed stream recommended by the system will be more accurate. Tool products themselves do not have social genes. Only by having enough registered users can we become social products more smoothly.

According to the information in the App Store, Meitu's product matrix includes Meitu Xiu Xiu, Beauty Camera, Meitu, Fashion Self-timer, Beauty Camera, Meitu Sticker, Meitu Beauty, Expression Factory, Meitu Family Expression Pack Sticker, Grapefruit Camera, Meitu, Universal Camera, Jiu Ge Car Map, PartyNow, Wide and Short Video, Meitu Customization, Meitu Picture Assistant, Meitu Remote Control, Youyan, and Wheels. Most of these products are tools, and most of them are picture beautification products.

Meitu should launch a richer product system based on the advantages of Meitu Xiu Xiu, instead of focusing only on beautifying the specific functions of pictures. When Meitu's product system is complete enough, registered users from all over the world will popularize Meitu's social user base.

Locate the community, not socialize.

Because the pictures beautified by users on Meitu can be posted on social networks such as WeChat friends circle and Weibo, they can be posted on Meitu's own platform. From this point of view, Meitu's socialization is not completely hopeless.

The problem is that the content aggregation published by users is more like a community product than a social product. Meitu's social objects are in, nice, Baidu Post Bar, her community, hot mom gang and other community products, not social products such as WeChat, Weibo and QQ.

Community products can also give birth to companies with a valuation of billions of dollars. As far as the current mobile Internet environment is concerned, once you become a giant in this field, the return on commercialization will never be small.

Cross-border and synergy

On the one hand, it can cooperate with all the advantages of Meitu's business lines, on the other hand, it can cooperate with other industries. Cross-border cooperation from various product lines of the Internet has become very common. Giants and giants, Internet companies and traditional enterprises are all engaged in cross-border cooperation.

If Meitu's community products can be made, it is still very imaginative in commercialization. Meitu's financial report shows that the online advertising revenue in 20 17 was 307.5 million yuan, which means that as long as Meitu's community products are successful, there is no need to worry about the growth rate of advertising revenue. In addition, the community can also be combined with Meitu mobile phones, and the Meitu mobile phone area can be directly set on community products, which can indirectly drive the sales of Meitu mobile phones.

Unfortunately, if Meitu was still a community a few years ago, it would be comparable to in and nice now, and its annual income would be quite large. Coming from behind is more in story books. In business reality, being late can only be passive.