User:WilliamBaci/sandbox



Meipai is a mobile app whose main functions IS live-streaming and editing short videoS. Meipai is made by Meitu. It was launched in May 2004 and was the most download non games app for 24 days is a popular mobile software among the youth and after its launch in May 2014, Meipai had the most downloading quantities in the consecutive 24 days and it became the champion of the downloads among non-game apps in App store worldwide on the same month. Eight month after Meipai launching, Meipai accumulated 100 million users in January 2015 with about 30 million users using it actively and 5 million per day actively. More than 200 million short videos had been uploaded by January 2015 with an average figure of 950,000 video added to this platform daily. There are up to 530 million videos created by Meipai users with 40 minutes per capita viewing time by June 2016. Accumulated live-steaming is up to 9.5 million time with accumulated audience 570 million within half year after the live-steaming function launch.

Main functions
1、Live-streaming: It allows users to set up a specific channel which can have a live show to public so that users could interact with audience instantly.

2、Gift system: Before the gift system, audience only can like and comment to videos to present their appreciation. Now, people can send virtual gifts to reward videos that the creators can transform the gift into money which inspires people to spend more time in Meipai. Users can also reward playbacks of videos.

3、Fans close list: Base on the interaction level of audiences, Meipai would generate a fan list to present the activeness of fans that anchors can have more conversation with those fans.

4、MV special features: The short video made by users can add around 30 kinds of effect like movie editing methods in terms of filter of color, brightness and shadow to decorate the video to be more attractive.

5、Photos movie: Meipai offers the simple video making functions that users can choose 3-6 photos uploaded and one effect then Meipai could transform the photos into a movie style video.

6、Five minute video: The former version of Meipai only allows 10s short video. After reforms, Meipai prolongs video to 60s and 5 minutes which enables users to record more content.

7、Stickers mode: Not only the video, users can upload any photos to Meipai and add some stickers, words or voices that Meipai could help create a live photo in stickers mode.

8、Big mug shot movie: Base on different festivals, Meipai contains kinds of customized congratulating short movies. Users can upload their portraits that it can generate a special movie combining your portraits.

Mepai pioneering work
1、A short video community with the most users in China. The CEO of Meitu announced that Meipai has more than 100 million users after 9 month since its launch date. The speed of accumulating more than 100 million users of Meipai exceeded Sina Weibo and Wechat.

2、The Guinness World Records breaker in "The whole people dancing" activity. On October 2014, Meipai encouraged Meipai users to hold a whole public dancing that 1 million people participated in the activity which broke the Guinness World Records of the most people who danced the same video on an Internet platform. It contained people from 30 different countries around the world.

Digital marketing strategies
1、Marketing from users When people firstly download Meipai, Meipai would lock down three main filter features that people users have to share the video to others by linking with other social media to unlock the whole filter features. This method allows people to marketing by simply sharing videos which uses the lowest cost to expand its popularity.

2、Special version for specific festival When it comes to different festivals, Meipai launchs special video templates with customized features so that people can upload their portraits to create a new special video to sent to others. Is replaces the traditional sending messages greeting method. Meipai enables people to send the vivid and interesting greeting to their friends which meets the needs of greeting others in festivals. It uses the necessity of greeting others between people relationships.

3、A platform for cultivating potential celebrities Meipai is a low cost platform where people can marketing herself of himself to others. Once they succeed in being famous, they can get the presents from audiences or signing a contract with Meipai being the professional anchors. With the low cost reason, users would influence his or her friend zone to support him or her like sharing videos to others to increase clicking number that it has a digital marketing effect indirectly.

4、Using social media to promoting At the beginning stage of Meipai, Meipai has cooperations with mainstream social networking apps for marketing. Users share the video through those social media to gain appreciation. Relying on the big brands to build its own brand, Meipai succeeds in using the huge data of Internet well.

5、A platform cooperation with other brands The majority of short video viewers of Meipai in China are female, many cosmetic companies have cooperation with Meipai. Like L’Oréal did, in October 2016, L’Oréal had a marketing campaign in Meipai. It encouraged users to have a special makeup video related to Halloween correspondingly and they would have a chance to win gifts from L’Oréal. More than 11,000 users participated in the activity and it received over 60 million videos which was a great success. Meipai and L’Oréal cooperation transports its own users to each other that it achieves resource sharing which occurred in the digital surrounding.