Meitu Inc., a leading photo/video editing and sharing company, announced the company's 'beauty and social media' strategic pathways for its second decade. As Meitu embarks on the next 10 years, it is poised to enter the social media space, going beyond the beautification products that have shaped the way 1.5 billion users around the world create and share their beauty.Meitu app: Biggest upgrade in a decade slated to be released on September 21. Three evolutionary stages: from tool, to community, to social media platform.

· Meitu app: Biggest upgrade in a decade slated to be released on September 21. Three evolutionary stages: from tool, to community, to social media platform.
· Meipai app: Repositioning as a pan-knowledge short video platform. New social feature 'homework' soon to be launched.
· Reorganize into three business units, including a newly established Social Product Business Unit.
· Refine the Relationship between Infrastructure and Commercial Products.

With the new slogan, 'Talent worth sharing', Meipai will focus on the sharing of people's
talent, skills and experiences, i.e. 'pan knowledge'.

'2017 has been a year of both excitement and reflection for the short video industry. We reposition Meipai under the guiding philosophy of developing in a sustainable and healthy manner,' said Wu Xinghong.

Reorganize into Three Business Units, including A Dedicated Social Product Business Unit

In conjunction with the strategic direction, Meitu will reform its corporate structure toward becoming a product-driven company. Effective August 8th, Meitu will be divided into three major business units: the Social Product Business Unit, the Beauty Product Business Unit and the Smart Hardware Product Business Unit. The establishment of a dedicated social product unit will consist of both the Meitu and Meipai brands.

Each business unit is encouraged to innovate independently in every aspect of the business to maximize the value of capital and human resources.

Refine the Relationship between Infrastructure and Commercial Products

Meitu's new strategic direction also calls for refining the relationship between infrastructure and commercial products.
Photo editing has been Meitu's key entry point to the online world and essential to Meitu's success in the past decade. It has been instrumental in helping the company grow its user base and will drive traffic to the social platform in the future. In addition, social media products will increase Meitu's stickiness and traffic value. They will generate data on additional dimensions that helps Meitu further understand user behavior. This serves as Meitu's infrastructure.

Meitu's strategy diagram that illustrates its refined business model

The advertising platform serves as a traffic distribution mechanism, a business product that matches users with advertisements. The outer layer is Meitu's 'beauty ecosystem' of commercial products, including smart hardware, an e-commerce platform, and value-added services, with more to come. 'Beauty and social media are our strategic focus for Meitu's second decade and a long-term goal. There are bound to be bumps on the road ahead, with some things going smoother than others, but that will not shake our conviction,' said Wu Xinhong.