廈門鴻天創視科技有限公司

發布日期2019年08月07日

 

廈門鴻天創視科技有限公司致力為用戶提供以短視頻為主要媒介的平臺美拍。“美拍”專注女性化生態、打造多元MCN生態、引領潮流文化,月活躍用戶超過1.52億,是國內最具影響力的原創短視頻+娛樂直播平臺之一,也是福建省及廈門市第一個擁有上億用戶的移動互聯網短視頻平臺自2014年5月上線當日即登上App Store榜首位置,連續24天蟬聯App Store總冠軍,成為當月iOS應用商店最熱門的APP。獲得過的獎項有2016年度短視頻類最嗨APP、2017第九屆金網獎娛樂營銷銀獎、2017第九屆金網獎社會化營銷銅獎、2017年度應用風云榜。

 基于鮮明的用戶畫像,美拍目前已經衍生出超過300個女性用戶喜愛的細分內容品類,集中圍繞舞蹈、美妝、寶寶、運動、萌寵、手工、穿搭、美食此八大核心內容品類中展開,聚集了超過15000名來自全球的女性短視頻達人,她們在舞蹈、美妝、母嬰等內容領域成為獨樹一幟的KOL,例如“辦公室小野”等現象級達人也最先從美拍平臺中孕育而生。此外,在美拍啟動“MCN戰略”不到半年的時間里,已經有超過50家中國頂級的女性向短視頻MCN與美拍建立合作,為美拍女性化生態輸送優質達人和內容。截止2017年6月30日,用戶上傳的原創視頻超過5.1億次,覆蓋搞笑、美食、舞蹈、音樂、美妝等16個垂直領域,視頻觀看量超過79億,“美拍”的月點贊數達46億次,互動次數達到1.5億次。依附美拍短視頻巨大流量,直播功能自2016年1月推出以來,用戶已發起了2050萬場直播,觀眾觀看次數達15億,有超過10,000名網紅、750位名人和1,000個公共組織選擇通過“美拍”與其關注者和公眾交流,成為國內最具影響力的原創視頻+娛樂直播平臺。

在創新盈利模式上,借助于海量的用戶累計及圖片處理數據,美拍通過幫助達人變現的“邊看邊買”功能、連接品牌方和達人廣告合作的“美拍MCN戰略”、用戶增值服務和創意廣告實現了商業變現。“邊看邊買”功能可同時支持短視頻和直播,是國內首個支持“邊看邊買”功能的短視頻平臺,在保證觀看體驗的同時,為達人和品牌帶來了更高轉化率;“美拍MCN戰略”通過整合品牌方的推廣需求,定制營銷方案,并精準匹配達人,將傳播效果最大化,形成精準的廣告平臺。另一方面,美拍憑借自身垂直類短視頻達人孵化和功能性玩法迭代推出,已在多個垂直領域樹立了絕對的短視頻營銷話語權。通過極為貼合的品牌定制效果與大量且精準用戶的對口營銷,成為品牌跨界營銷不會忽視的重要平臺和短視頻營銷參考“風向標”,實現用戶累積和流量變現,使得美拍充值流水持續增長。

項目平臺在商業模式運營方面,通過將熱點、話題、個體形象、產品特色的元素充分融合,搭建起一個新的社交平臺,其所提供將是一種全新的社會化、商業化營銷模式。美拍通過幫助達人變現的“邊看邊買”功能、連接品牌方和達人廣告合作的“美拍MCN戰略”、用戶增值服務和創意廣告實現了商業變現,將用戶即“生產者”變成了可能,將由政治領袖或明星組成作為形象代言的范圍擴大到大眾,為小眾化的明星甚至普通用戶,提供了大量受眾以及免費的營銷平臺,使網絡環境下的“用戶創造內容”和“用戶即為生產者”成為可能。2016年12月-2017年11月,產品累積銷售收入達人民幣 4.4億。

在平臺安全方面,安全團隊引用多方新技術,文本識別、語音識別、圖像識別、用戶驗證、數據挖掘體系等,多方面保障平臺安全,包括成立多語種審核團隊。2017年1月-12月,美拍平臺刪除違規短視頻共計39417條,封禁違規用戶共16380個,刪除違規直播共66217條,封禁違規主播共47218個用戶。

在解決產業技術瓶頸方面,美拍短視頻平臺為用戶提供了全新的社交模式,解決了傳統視頻拍攝應用過于平淡、真實、乏味的弊病,顛覆了傳統短視頻的玩法,其采用的臺架構技術、云計算、計算機視覺、AR技術大大帶動了行業內技術升級,并起到了積極的示范作用和帶頭作用。在提高互聯網精神文明建設方面,“美拍”平臺能夠為互聯網用戶提供分享自己喜怒哀樂的平臺,讓用戶隨時隨地記錄真實的生活和自己的感受,更能夠捕捉和分享世界的精彩瞬間,傳導正能量。同時,美拍平臺對于周邊上下游產業的帶動性較強,特別是新媒體、攝影等產業的發展都將產生積極的作用,為地方區域的經濟發展,以及緩解地方高校應屆生的就業難題,都將產生積極的作用。

 

Xiamen Hongtian Chuangshi Technology Co., Ltd. is the operator of Meipai, the popular short video platform in China. As a trendsetting multi-channel network (MCN) platform focused on female users with more than 152 million monthly active users, Meipai is one of the most influential original short video and personal live streaming platforms in China. It was the first mobile online short video platform in Xiamen and even Fujian province to have more than 100 million users. It ranked first in app downloads of the day on the App Store on its launch day in May 2014 and stayed there for 24 days straight, becoming the App Store's most popular app of the month. It is the proud recipient of many prestigious awards, including the 2016 Most Popular Short Video App, the 2017 Golden Web Awards – Silver Award for Entertainment Marketing, the 2017 Golden Web Awards – Bronze Award for Social Marketing, and the 2017 App of the Year Award.

Using accurate user personas, Meipai offers contents in more than 300 categories much loved by female users, mainly focusing on eight subjects including dance, makeup, babies, sports, pets, handicrafts, fashion, and food. More than 15,000 female short video stars from around the world become one-of-a-kind KOLs in their respective content categories. The hugely popular KOL “Ms Yeah”, for example, rose to stardom on Meipai. In less than half a year since Meipai launched its MCN strategy, it has partnered with more than 50 great female-focused short video MCNs in China to provide high-quality contents and creators for Meipai’s female-oriented ecosystem. As of June 30, 2017, Meipai users had uploaded more than 510 million original short videos in 16 vertical content areas including funny videos, food, dance, music and makeup, which had received more than 7.9 billion views, 4.6 billion monthly “likes”, and 150 million interactions. Meipai’s personal live streaming module, launched in January 2016, has since hosted 20.5 million live sessions with a total of 1.5 billion views. More than 10,000 Meipai stars, 750 celebrity users, and 1,000 entities choose Meipai as their way to communicate with fans and the public, which has made Meipai the most influential “original video + personal live streaming” platform in China.

Leveraging its massive user base and image processing data, Meipai has developed innovative profit generation models, including “Watch and Buy”, which allows Meipai stars to capitalize on their fans and followers; “Meipai MCN,” which connects brands to Meipai stars for advertising; value-added services for users; and creative advertising. The “Watch and Buy” feature, launched as the first of its kind in China, and supporting both short video and live streaming, brings higher conversion to Meipai stars and brands without affecting the viewing experience. Meipai MCN, a targeted advertising strategy, enables marketing customization based on accurate matching between brands’ promotional needs and power users to maximize reach, impact and conversion. On the other hand, Meipai, based on its powerful ability to create Meipai stars in vertical short videos and its quick functional iteration, has established itself as the clear short-video marketing leader in multiple vertical content areas. With its ability to deliver precision-targeted marketing by pairing brands with the most suitable Meipai stars, Meipai has become an important crossover marketing platform for brands and a barometer for short-video marketing, as well as achieving a steadily increasing user base, traffic monetization, and top-up revenue.

Meipai’s business model involves building a new social platform perfectly integrating trending events, hot topics, personal image and product features to deliver a brand-new format of social and commercial marketing. By way of innovative monetization features including “Watch and Buy”, Meipai MCN, value-added services, and creative advertising, Meipai has made the vision of “user as producer” a reality by expanding its scope of influencers, where political leaders, celebrities, Meipai stars, and even ordinary users are provided with a free marketing platform with a massive audience. From December 2016 to November 2017, Meipai handled sales worth RMB440 million.

In platform security, Meipai has integrated a full range of cutting-edge technologies including text recognition, voice recognition, image recognition, user verification and data mining and set up a multi-language content review team as well. From January to December 2017, Meipai deleted a total of 39,417 short videos and 66,217 live sessions and banned 16,380 users and 47,218 live streamers in accordance with content regulation rules.

In addressing technological bottlenecks, Meipai has provided users with a brand-new social networking model by leveraging the latest technologies including platform-based architecture, cloud computing, computer vision, and AR. These have solved the pain points of traditional run-of-the-mill video apps and introduced many novel and interesting elements, which has allowed Meipai to play a demonstrative and leading role in the industry. In making the Internet a more cultured space, Meipai has provided users with a platform where they can record and share their everyday life and feelings and encourage each other, spreading positive energy. Meanwhile, Meipai has played a significant role in driving the development of related industries, especially new media and photography, boosting local economies, and promoting the employment of local college graduates.

 

 

 
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