Recently, Meitu combined user interests and personalities to release the 2021 Meitu User Value Report. Data-based combing explores the current situation and trend of users' aesthetics, showing the new aesthetic attitudes of different age groups of "post-05", "post-95" and "post-85".
The average monthly output of images exceeds 7 billion
Recording life with images and sharing and disseminating them in social circles has become a part of people's daily lives, and between recording and sharing, the steps of image beautification are also essential.
As of June 2021, Meitu's application matrix has been activated on more than 2.34 billion standalone mobile devices worldwide, with a total of approximately 246 million monthly active users and an average of approximately 7.02 billion images produced per month.
Specifically, women are still the main force of beauty users. The data shows that 89% of Meitu's users are women. With the improvement of user consumption level and consumption concept in new first-tier cities, the demand for users to love beauty has also increased significantly. Meitu users accounted for 21% of the new first-tier cities, driving the rise of the "beauty economy".
"Post-05" love to use videos to show dynamic beauty
In Meitu, there is no age limit for the pursuit of beauty, and more and more people are finding new ways to talk to beauty. Relying on the continuous innovation of imaging technology to promote the iteration of product functions, Meitu provides users with personalized "beauty" services.
The 2021 Meitu User Value Report shows that among Meitu users, "post-85" users love to use the camera function to take beautiful moments and record their lives with photos; "post-95" users love to use portrait beauty functions to refine photos to make each side of themselves look better; "post-05" users love to use video beauty functions and use video functions to show dynamic beauty.
It is worth mentioning that for users, taking pictures no longer means "sunning appearance", but also hopes to show their personal style and life interests through sun exposure.
According to the 2021 Meitu User Value Report, the TOP5 keywords of interest in the Meitu Xiuxiu community are: retouching, food, flora and fauna, video editing, and photography. Obviously, the demand for "becoming beautiful" has already broken through the limitation of appearance value among users, and users know how to show off their beautiful life through social platforms.
About 3 million users unlock the premium subscription service
As a technology company with "beauty" as the core and artificial intelligence as the driver, Meitu's resource investment in image "black technology" has also continued to increase, accelerating the pace of product innovation and upgrading.
According to the data, Meitu's R&D expenditure in the first half of 2021 reached RMB259.5 million. Meitu's core technology core competitiveness has also continued to increase. The exhibition of Meitu Imaging Research Institute (MTLab) and MeituAI Open Platform (MeituAIOpenPlatform) will lead the innovation and development of the industry.
Benefiting from the increase in R&D investment, Meitu has built a unique advantage in product category differentiation, which can meet the needs of different user groups.
In 2021, the beauty camera launched more than 10 black technology beauty parameters, and the starting point of the user's beauty also highlighted its own aesthetic preferences, and the functions such as "thin face", "small head" and "uniform skin" were popular.
In order to allow users to fully feel the joy of simple beauty, Meitu further launched a premium subscription service, bringing more convenient tools, richer creative content, more powerful imaging functions, and a better experience. For example, with the effects of subscription benefits, users can unlock paid premium features such as orthodontics, facial reshaping, video teleprompters, and more.
The 2021 Meitu User Value Report shows that about 3 million users have unlocked Meitu's premium subscription service. The top three functions of the Vip favorability of meitu xiuxiu pink diamond are stickers, borders and filters; the top three functions of the beauty camera purple diamond VIP favorability are filters, style makeup, and wrinkle removal.
Nearly 1,000 designers were inspired
Based on the precipitation of technical power, Meitu has also released greater growth potential, holding hands with users and creators to jointly spread beauty, inherit beauty, and create beauty.
This year, Meitu's MCP (Meitu Creative Platform) joined hands with the Central Academy of Fine Arts, the Institute of Media and Interaction of China Academy of Art, the School of Visual Art and Design of Guangzhou Academy of Fine Arts, and the School of Design of Sichuan Academy of Fine Arts to encourage students to create aesthetic content in the form of digital art and land ideas about beauty.
According to the 2021 Meitu User Value Report, nearly 1,000 designers have settled in MCP, and their inspiration has become nearly 10,000 creative works, allowing more people to experience the charm of digital art up close.
As the disseminators and creators of beauty, young creators provide a steady stream of aesthetic energy for the development of Meitu. Meitu is also constantly exploring new ways to play, bringing users a more interesting interactive experience. In 2021, Meitu cooperated with 130 stars and 90 popular IPs to surf at the forefront of the trend with users.
140,000 "Yan Researchers" accompany the growth of users
Being able to bring more value to users in 2021 is inseparable from Meitu's focus and deep cultivation in the field of "becoming beautiful".
In the past 2021, Meitu Company deepened the implementation of the "beauty strategy", in order to achieve the vision of "integrating the ecological chain of beauty and helping users become beautiful in all aspects", on the basis of steady operation, it actively laid out in the field of "becoming beautiful", so that more people can leapfrog from "virtual beauty" to "reality become beautiful".
In 2021, the newly launched beauty business "Meitu Aesthetic Beauty Research List" has 140,000 "Beauty Researchers" already settled. Launched 3 million beauty care products, released 160,000 use experiences, and accompanied users not to step on the road to becoming beautiful in reality. (Li Haoyue)
(Edited by Tian Dong)