Every reporter Zhang Si edited Lu Xiangyong
At the time of its listing, Mito developed a clear business direction, namely smart hardware, online advertising, Internet value-added services and e-commerce platforms. However, after the listing, Mito did not produce eye-catching transcripts.
In terms of e-commerce, based on the traffic brought by software, Mito is realizing traffic through the sale of T-shirts, sandals, canvas bags, home products, mobile phone cases and Other products. Li Chengdong, an independent Internet analyst, said in an interview with the Daily Economic News that the way the Mito is realized seems clear, but it is not easy to do. E-commerce realizing traffic is only one aspect, the consumption scenario is the key, which is why Baidu and Tencent have not done e-commerce.
â—Meitu e-commerce is highly anticipated
E-commerce is one of the optimistic directions of Mito. The specific embodiment is that Mito is customized, and users can get personalized service in three modes. One is to directly produce customized products with preferred OEM manufacturers; the second is to cooperate with well-known brands to personalize customization, and the third is to cooperate with authorized IP to provide creative materials for users, and the latter two will eventually be produced by Mito custom OEM manufacturers. come out. Customized items include T-shirts, sandals, canvas bags, home products, mobile phone cases, and more.
“Customization is not new. Many women’s platforms have tried customized products before, and Taobao has also done C2B customization.†Internet analyst Wang Liyang told the “Daily Economic News†that the customization is non-standard and the customer price is high. For ordinary commodities, but different from the non-standard products in the B2C market, C2M customization is to achieve small-scale mass production by satisfying the commonality of demand of a segment, often resulting in high cost and low repurchase rate.
In other words, the traditional factory should be large-scale production, which can reduce the cost per piece, but how can one control the cost when one orders? In this regard, Zhang Jun, senior vice president of Meitu e-commerce, believes that “the flexible supply chain can achieve single-piece production. What we have seen in the past is to open the mold. It is cheaper to set a set of clothes. The new equipment is A piece of cloth, after entering, you can come out with a piece of clothing, cut it directly, do not need to open the mold, we only have the cost of the fabric."
In Mito's view, they are trying to solve the problems brought by customization. Zhang Jun said that Mito can make the front-end data and supply chain completely open. After the user places the order, they can directly import the back-end machine equipment to print, and then they can package and deliver, and can do tens of thousands to hundreds of thousands every day. Single mass production.
Despite this, the industry is still waiting to see Mito's e-commerce business. Li Chengdong believes that anyone with traffic can do e-commerce, but whether it can be a sales scale, whether there is profit or not is another topic.
"E-commerce consumption must have realized consumption scenarios. Baidu and Tencent have no traffic, and Jingdong has opened the Kepler program to help tool applications access e-commerce functions, except for today's headlines, like ink weather. Not very successful, because there is traffic, there is no matching consumption scenario." Li Chengdong said that the flow of electricity to the e-commerce in the short-term gains, but can not form a scale, here also includes the scalability of the category.
Li Chengdong further pointed out that now Mito sells T-shirts, sandals, canvas bags, household products, mobile phone cases and other products, based on the scene requirements of the Meitu software itself, adding personalized image customization. But how to expand the category in the future will naturally require more matching scenarios, which is still difficult to achieve.
In the case of Meitu, its e-commerce platform is highly anticipated. At the Hong Kong listing press conference at the end of last year, Mito's founder Cai Wensheng once said that the e-commerce business in 2017 will bring new revenue growth to Meitu.
â— User advantage is no longer a problem
With the advantage of “getting the world out of the users†in the past, the capital market gave Mito enough time to explore the realization of the online advertising and Internet value-added services, which is considered to be the most easily realized business of Mito. Online advertising is also the revenue base of Meitu for a long time.
At that time, the most attractive product in the Mito's prospectus was its huge number of users. According to the prospectus, in June 2016, Meitu's monthly active users were approximately 446 million. what is this concept? Compared with Weibo, as of June 2016, Weibo’s monthly active users were 282 million; yy (Happy Times) monthly active users was 140 million; Momo’s monthly active users were 74.8 million.
However, according to the first quarter earnings report of Meitu, its revenue from Internet services and other components in 2016 was RMB 104.7 million, a year-on-year increase of 40.1%. Compared with Mito's Weibo, its monthly activity was much lower than that of Mito. Its second-quarter earnings report on August 9th, Weibo monthly active users reached 361 million, and advertising revenue reached 1.49 billion, an increase of 78%.
It can be said that the beauty of a user with a large number of users is not ideal in the realization of advertising. Moreover, improper advertising can affect the user experience, which is easily replaced in the era of mobile Internet with the same type of products and poor user stickiness. To this end, on August 4, Mito announced that it will cooperate with Google to provide more accurate and efficient advertising channels for merchants in Hong Kong, China and Taiwan.
The industry generally believes that in addition to smart hardware, as the most socially-friendly product of Mito, the short video and live broadcast field is the best potential monetization opportunity, but it is also the fiercely competitive Red Sea area.
According to data released by QuestMobile, in the short video field, the second shot is ranked first in the monthly users of 286.28 million, while the number of monthly users in the US is less than one tenth of the second, only 22.5 million. "Short video and live broadcast are now the battleground for giants. The Tencent camp, the Ali Weibo camp, and the headline camp that joined later are all players with traffic and money." In Wang Liyang’s view, the US shoot has Opportunity, but the competition is fierce.
In fact, the era of the number of users seems to have passed. Not only Mito, but also into the post-era of the mobile Internet, a large number of tools and application companies that relied on “the user has the world†were faced with the embarrassment that the flow could not be realized in a large scale. Li Chengdong believes that liquidation has a lot to do with product boundaries. Next year, tools including sports app will undergo a round of shuffling, except for the top three.
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