厦门鸿天创视科技有限公司

发布日期2019年08月07日

 

厦门鸿天创视科技有限公司致力为用户提供以短视频为主要媒介的平台美拍。“美拍”专注女性化生态、打造多元MCN生态、引领潮流文化,月活跃用户超过1.52亿,是国内最具影响力的原创短视频+娱乐直播平台之一,也是福建省及厦门市第一个拥有上亿用户的移动互联网短视频平台自2014年5月上线当日即登上App Store榜首位置,连续24天蝉联App Store总冠军,成为当月iOS应用商店最热门的APP。获得过的奖项有2016年度短视频类最嗨APP、2017第九届金网奖娱乐营销银奖、2017第九届金网奖社会化营销铜奖、2017年度应用风云榜。

 基于鲜明的用户画像,美拍目前已经衍生出超过300个女性用户喜爱的细分内容品类,集中围绕舞蹈、美妆、宝宝、运动、萌宠、手工、穿搭、美食此八大核心内容品类中展开,聚集了超过15000名来自全球的女性短视频达人,她们在舞蹈、美妆、母婴等内容领域成为独树一帜的KOL,例如“办公室小野”等现象级达人也最先从美拍平台中孕育而生。此外,在美拍启动“MCN战略”不到半年的时间里,已经有超过50家中国顶级的女性向短视频MCN与美拍建立合作,为美拍女性化生态输送优质达人和内容。截止2017年6月30日,用户上传的原创视频超过5.1亿次,覆盖搞笑、美食、舞蹈、音乐、美妆等16个垂直领域,视频观看量超过79亿,“美拍”的月点赞数达46亿次,互动次数达到1.5亿次。依附美拍短视频巨大流量,直播功能自2016年1月推出以来,用户已发起了2050万场直播,观众观看次数达15亿,有超过10,000名网红、750位名人和1,000个公共组织选择通过“美拍”与其关注者和公众交流,成为国内最具影响力的原创视频+娱乐直播平台。

在创新盈利模式上,借助于海量的用户累计及图片处理数据,美拍通过帮助达人变现的“边看边买”功能、连接品牌方和达人广告合作的“美拍MCN战略”、用户增值服务和创意广告实现了商业变现。“边看边买”功能可同时支持短视频和直播,是国内首个支持“边看边买”功能的短视频平台,在保证观看体验的同时,为达人和品牌带来了更高转化率;“美拍MCN战略”通过整合品牌方的推广需求,定制营销方案,并精准匹配达人,将传播效果最大化,形成精准的广告平台。另一方面,美拍凭借自身垂直类短视频达人孵化和功能性玩法迭代推出,已在多个垂直领域树立了绝对的短视频营销话语权。通过极为贴合的品牌定制效果与大量且精准用户的对口营销,成为品牌跨界营销不会忽视的重要平台和短视频营销参考“风向标”,实现用户累积和流量变现,使得美拍充值流水持续增长。

项目平台在商业模式运营方面,通过将热点、话题、个体形象、产品特色的元素充分融合,搭建起一个新的社交平台,其所提供将是一种全新的社会化、商业化营销模式。美拍通过帮助达人变现的“边看边买”功能、连接品牌方和达人广告合作的“美拍MCN战略”、用户增值服务和创意广告实现了商业变现,将用户即“生产者”变成了可能,将由政治领袖或明星组成作为形象代言的范围扩大到大众,为小众化的明星甚至普通用户,提供了大量受众以及免费的营销平台,使网络环境下的“用户创造内容”和“用户即为生产者”成为可能。2016年12月-2017年11月,产品累积销售收入达人民币 4.4亿。

在平台安全方面,安全团队引用多方新技术,文本识别、语音识别、图像识别、用户验证、数据挖掘体系等,多方面保障平台安全,包括成立多语种审核团队。2017年1月-12月,美拍平台删除违规短视频共计39417条,封禁违规用户共16380个,删除违规直播共66217条,封禁违规主播共47218个用户。

在解决产业技术瓶颈方面,美拍短视频平台为用户提供了全新的社交模式,解决了传统视频拍摄应用过于平淡、真实、乏味的弊病,颠覆了传统短视频的玩法,其采用的台架构技术、云计算、计算机视觉、AR技术大大带动了行业内技术升级,并起到了积极的示范作用和带头作用。在提高互联网精神文明建设方面,“美拍”平台能够为互联网用户提供分享自己喜怒哀乐的平台,让用户随时随地记录真实的生活和自己的感受,更能够捕捉和分享世界的精彩瞬间,传导正能量。同时,美拍平台对于周边上下游产业的带动性较强,特别是新媒体、摄影等产业的发展都将产生积极的作用,为地方区域的经济发展,以及缓解地方高校应届生的就业难题,都将产生积极的作用。

 

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.