Meitu, Inc. (SEHK: 1357), a leading mobile internet company with its apps installed on more than 1.1 billion unique devices worldwide, yesterday at Andaz Xintiandi Shanghai announced its innovative new e-commerce platforms – MeituBeauty, a fashion-focused social e-commerce platform, and MeituDIY, which allows users to personalize merchandise through Meitu apps, turning virtual beauty into real-life experiences.

The launch of MeituBeauty and MeituDIY marks a pivotal step towards monetization and platformization for Meitu. As an emerging fashion-sharing and shopping community, MeituBeauty is built around 'virtual shops,' providing users the ability to virtually explore fashion from around the world. Based on a revolutionary B2C2C business model, MeituBeauty is collaborating with global brands to feature exclusive fashion launches - integrating branded experiences with word-of-mouth and social influencer marketing. Meanwhile, MeituDIY, a service that enables users to have their photos imprinted on merchandise, aims to connect Meitu's portfolio of apps and enable users bring their customized looks to life.

'Meitu excels in developing innovative, fashion-focused products to help our users discover and express their individual style,' said Xinhong Wu, Founder and Chief Executive Office of Meitu. 'Now, with MeituBeauty and MeituDIY, our users will not only be able to customize their virtual avatars and online presence, but also bring their unique style to the real world.'

MeituBeauty – Revolutionary Virtual Shops
Innovative 'virtual shops' take center stage in MeituBeauty. Unlike traditional B2C or C2C models, MeituBeauty is a fashion-focused social e-commerce platform adopting a B2C2C merchandising model, connecting consumers with brands and their products through Trendsetters in the platform. Trendsetters can share content and photos in MeituBeauty and build their own virtual stores by recommending styles and outfits from brands on the platform or Meitu's own label. Users are able to visit and shop fashion and beauty products in the stores of their choice curated by their favorite Trendsetters. Insured by Zhong'an Insurance, all merchandise on MeituBeauty is authenticated by the trademark owner or delivered officially by MeituBeauty, guaranteeing that products are 100% genuine.

In MeituBeauty, each Trendsetter can earn sales commission without incurring any personal costs, while brands receive further exposure among users, driving both branding and marketing through a highly effective word-of-mouth approach. At the initial stage of launch, MeituBeauty has invited social media influencers, celebrities, well-known designers and fashion bloggers to share fashion insights and create their own virtual shops, fostering a community of both style and fashion.

The ability to launch exclusive items is also a major highlight of MeituBeauty. The app currently includes an array of items debuting on MeituBeauty, including a limited edition Phantom Black version of the Meitu T8, co-designed by Angelababy. Top international brands are expected to launch their products on MeituBeauty, generating excitement for users for what’s to come.

'MeituBeauty is developing a distinctive ecosystem of fashion e-commerce that builds a cost-saving bridge among users, fashion KOLs and brands – matching supply and demand,' said Jun Zhang, Senior Vice President of e-Commerce Business at Meitu.

MeituDIY -- Personalized Customization Platform
MeituDIY, a service that enables users to have their photos imprinted on merchandise through Meitu's photo editing apps, serves to provide users with the ability to customize their own merchandise to display their individual style in the real world.

MeituDIY leverages Meitu's technology leadership across its Augmented Reality and Artificial Intelligence-powered apps to offer a diverse array of personalized custom products while ensuring the quality of suppliers worldwide. With 1.1 billion users and 68 billion photos processed this year, Meitu's user base is made up of a considerable number of users that have discerning eyes for design and high demand for 'beauty' in their lives. With MeituDIY, style icons, celebrities and influencers can reach this trend-focused target audience, with limitless creative possibilities.

Currently available in beta through SelfieCity, MeituDIY will build on its growth and broaden its range of products for personalization to include accessories, footwear, makeup and lifestyle items. MeituDIY also announced its partnership with Velfont, a century-old European bedding brand that will launch the 'Beauty Pillowcase'.

Meitu Portfolio -- precise target audience for Meitu's e-commerce platforms
Meitu's current portfolio of apps has amassed a powerful existing user base for its two new e-commerce platforms, MeituBeauty and MeituDIY: a group of over 1.1 billion young and image-conscious users; a target audience group that every fashion e-commerce player is eager to tap into.

Connected to all of Meitu's apps, MeituBeauty is a major move towards the multi-platform integration of marketing for brands. Further enhanced by Meitu's artificial intelligence-based technology, MeituBeauty is expected to provide consumers with accurate personal recommendations, and in the future aims to reduce the cost of operating branded retail businesses online. Meanwhile, MeituDIY will further integrate the Company's portfolio of apps to create a comprehensive personalized marketplace.