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Where is the next growth point for Meitu apps?
At present, most of the Meitu apps in the domestic market follow the principle of free use of basic functions and paid use of personalized popular functions. That is to say, users can choose basic free photo editing functions in the APP, such as "Slimming Face and Slimming", "Increasing Height and Sculpting", "Whitening and Microdermabrasion", etc., and can also choose the advanced version of one-click automatic beautification and one-click template generation And other functions, but the latter often needs to be an APP member to use it.
The launch of member-only functions is the path for most Meitu apps to achieve business growth.
However, with the increasingly homogeneous function research and development, the inherent "one-click fool-style" payment service is becoming more and more difficult to impress existing users. One-click photo editing cannot meet the individual needs of users; on the other hand, the payment functions of different apps are similar, lacking core competitiveness, users can use product A today, and product B tomorrow,” said a Meitu Xiao Wu, who operates the APP user, said, “If we continue to use the original strategy of purely editing pictures, Meitu apps will soon fall into the predicament of stagnant growth. "
Not only Xiao Wu, but also domestic mainstream Meitu apps such as Meitu Xiuxiu, Xingtu, Keke Xiutu, etc. have already noticed this signal and are actively exploring ways to change.
Among them, introducing scene-based consumption into the field of Meitu is a bold attempt.
During specific holidays such as the Mid-Autumn Festival, Spring Festival, and Valentine’s Day, corresponding scene-based photo editing functions are launched, including but not limited to one-click generation of specific makeup looks, holiday-limited decorative pendants, festival-specific filters, etc...even some apps will also The "check-in" activity was launched on social platforms to encourage users to upload retouched photos to further enhance the festive atmosphere and meet the psychological needs of users who want to celebrate the festival and be able to share.
A top Meitu app introduced the growth analysis DataFinder of the volcano engine digital intelligence platform VeDI last year to continuously gain insight into the user increment brought by the scene-based photo editing function.
It is understood that DataFinder, the data intelligence platform of Volcanic Engine, can provide real-time insight into the user's life journey in the APP through the method of burying points. At the same time, the product comes with multiple sets of data analysis templates that can support the collection of different dimensions of data by APP products and operation staff. , analysis, and based on a variety of visual data kanban presentations, DataFinder can further reduce the threshold for app operators to see and use data.
During the Mid-Autumn Festival in 2022, the APP launched a series of "Mid-Autumn Limited Stickers" for paying users. According to DataFinder data, this series of stickers brought more than 124% conversion of paying users to the APP.
It seems that scene-based consumption can indeed become a new direction for Meitu apps to achieve business growth.