Meipian Product Analysis Report

Recently, I accidentally discovered a small but beautiful App, Meipian. Slogan: poetic habitat. I am a person of temperament, and this sentence alone touched the soft part of my heart. I am not very talented, but I hope to analyze it from the perspective of a product PM. I welcome criticisms and corrections if there are any inaccuracies.

Meipian is positioned as an image and text sharing tool. Since its launch in July 2015, its rating on the AppStore has reached 4.8. Nearly 100 million articles have been created through Meipian. The number of users on the entire network is close to 50 million. See how satisfied users are with it.

What is the unique charm of Meipian?

First of all, there are 9 pictures in Moments and 140 words in Weibo. This limitation is difficult to satisfy the expression desire of some professionals. Meipian can upload 100 pictures and 750,000 words, making up for the shortcomings of posting pictures in Moments. Supports editing, adding music, adding videos, and one-click to generate your own beautiful articles to publish in the circle of friends, lowering the threshold and cost for users

Secondly: Meipian has its own circle, and strives to deepen the field of picture and text creation and reading community , avoiding the recently popular short video field, like a breath of fresh air in the complicated video debate.

Meipian is the main product developed by Nanjing Blue Whale Network Technology Co., Ltd. The data found in iResearch has one million daily users. In the two years since it was launched, it has gained 20 million users at zero cost and relying solely on word-of-mouth. In December 2017, it received 43 million in round A+ financing and is now valued at 300 million.

The main users of Meipian are concentrated between the ages of 30 and 40, accounting for 60%. Like other apps, the proportion of women is slightly higher than that of men by about 5%, but the hot articles are mainly concentrated on beautiful Photography, travel, emotion, poetry channel. Most of the people who can post such long articles are heavy users. There may be more male users in photography and travel, but there are more female users in poetry and emotion. The product is positioned at middle-aged people aged 30 to 50, who have financial foundation, free time, and a desire for self-expression. In the past, those who knew the Internet would write text and post photos in blog forums. Now the threshold for creation is further lowered through Meipian, which can be published to Moments with one click. Meipian's product will have a large user base and high user loyalty, and its future commercialization will have great imagination.

According to the data provided by Jiguang, third-tier cities and below account for 56.2%. In terms of specific city distribution, Beijing, Shanghai, Shenzhen and Xi'an also follow closely behind. This shows that Meipian not only penetrates into third-tier cities, but also has a place in first-tier cities.

Let’s talk about the business model: Although it is the most instrumental product and has limited commercialization capabilities, there are many things that can be considered. For example, what we are trying now are beautiful books, personalized printing services, e-commerce, advertising, rewards, etc. The commission from tips accounts for half of the revenue, and the beautiful article book is its important product. Users can print their articles into beautiful pictures and pictures with one click. It is said that the monthly revenue is 500W+, which is not bad for a company that has only been established for two years. It can be regarded as a quick record of pictures and texts, O(∩_∩)O haha~

Meipian’s user self-growth ability based on social traffic will be very strong, which is one of its advantages.

Finally, I quote the words of the founder: Our category is not large in the entire Chinese Internet market. After taking advantage of some opportunities, what we want to do most now is to attract people in this field. After thorough understanding, it will eventually become a platform-level product that serves this group of people. We will make up for all their Internet needs