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This is an old revision of this page, as edited by Freja lu (talk | contribs) at 16:44, 15 March 2018 (→Marketing strategy). The present address (URL) is a permanent link to this revision, which may differ significantly from the current revision.

Marketing strategy

From the first Meitu phone named MeituKiss launched in May 2013 to Meitu V6 in November 2017, the target customers of this series of products did not change a lot, focusing on female customers, and putting expecially emphasis on female customers between the ages of 18-25, 69.6% Meitu phone customers from this age group[1][2].

Meitu phones are marketed for their cameras, all unique selling points including photo advanced beautification[3], Smart fill light automatically and optical image stabilization[4] were developed to meet target customers' needs, furthermore, the release of limited edition versions(like Meitu M8 cartoon editions[5]) also catered to customers'fancy, the understanding of the target customers was the basic of Meitu products' designing and functions development[6], as the founder and CEO of Meitu, Xinhong Wu presented that Meitu phones designing more focus on user selfie experience[2]

  • Marketing Strategy - Price:

Meitu adopt premium pricing in phones selling[7], towards Meitu phones' high price, Meitu company said that the pricing was based on better user experience offered from their products, and the CEO Xinhong Wu expressed that Meitu phones' customers are insensitive to price, when the Meitu V6 introduced in 2017, part of people cannot understand the price starts at RMB 5,099 (around USD 805)[8][9].

Online selling mainly without official physical stores,but Meitu phone has its offline experience Shops, and cooperating with Chinese famous online retailers such as Taobao and Suning.

  1. Sales promotion:Meitu phones' online selling platforms only run sales promotion in some festivals, activities including discounts, online coupons and freebies, all Meitu phones released with limited amount, such as only 20,000 M8 cartoon limited-edition be sold in May 2017[10], so the promotion intensity on online selling platforms is always weak, the company mainly use hunger marketing to inspire customers' purchasing desire[11].
  2. Digital marketing:Meitu company used digital marketing as the method for products promotion, approaches they adopted including search engine optimization (SEO), search engine marketing (SEM), through mobile phone apps and social media marketing.

Meitu company cooperates mainly with Baidu search engine, which targets market in Mainland China, and started the formal cooperation with Google DoubleClick for Publishers from September 2017 and the cooperation targets potential customers in Hong Kong[12], furthermore, with regard to marketing through mobile phone apps, Meitu company made use of their own brand apps to promote their phones like MeituPic, BeautyPlus and Meipai, and advertising formats including banners ads, pop-up ads and short video ads, but these apps as advertising platrofms not promote their own products only, but also undertake other brands' advertisements like Snickers's advertisement in Meipai[13][14][15].

Meitu phones' advertising mainly through social media platforms like Baidu Paste Bar and Sina Weibo in mainland China, the company invited Angelababy, a famous Chinese actress as the brand ambassador[16], moreover, Meitu phones are used by thousands of celebrities (most of them are famous stars and bloggers)[17], the popularity of Meitu phones within these celebrity customer group improved the product's awareness, and made the product be more topical within social media platforms[18][19].

Celebrity customers have been making contribution in Meitu phone promotion within Sina Weibo, all of them with millions even tens of millions of followers, like the brand ambassador Angelababy, she has more than 8500 million followers in Weibo, while the phones' types could be shown when users post information in Weibo, so when these celebrity customers post Meitu phones' advertisements or use Meitu phones to post other messages, their followers could capture Meitu relevant information[20], and during the process, the Meitu phone has been promoted, and these famous people's participating also create positive celebrity effect, which could help the Meitu phone grab press attention and improve product's awareness[21].

  1. ^ "Meitu phone product analysis". Baidu library. Lingzi Chen, peizhi Tu, Tingting Nie etc. Retrieved 8 March 2018.
  2. ^ a b "美图手机：老蔡的平台论及手机细分市场的定位". geekpark. depthsky. Retrieved 8 March 2018.
  3. ^ "Meitu's new phone includes a dual pixel front camera and AI-powered beautification". techcrunch. Jon Russell. Retrieved 8 March 2018.
  4. ^ "Meitu's flagship smartphone uses AI to make your selfies the best they can be". digitaltrends. Kyle Wiggers. Retrieved 8 March 2018.
  5. ^ "Meitu M8 and Upgraded Meitu T8 Official with Artificial Intelligence". gizmochina. Habeeb Onawole. Retrieved 8 March 2018.
  6. ^ Barletta, Martha (2003). Marketing to Women: How to Understand, Reach, and Increase Your Share of the world's largest market segement. the United States: Martha Barletta. ISBN 0-7931-5963-6. Retrieved 8 March 2018.
  7. ^ "美图股价跌回原点 高溢价手机被指饥饿营销". sina. 证券日报. Retrieved 15 March 2018.
  8. ^ "美图手机定价创新高至6999 CEO吴欣鸿称用户对价格不敏感". guancha. 观察者网综合. Retrieved 11 March 2018.
  9. ^ "Meitu V6 Luxury Smartphone Is Now Available In China, Price Starts At 5,099 Yuan". gizmochina. Jeet. Retrieved 11 March 2018.
  10. ^ "MEITU M8 HELLO KITTY AND SAILOR MOON PHONES BLEND CUTENESS WITH CAPABLE CAMEARS". meitu. Kyle Wiggers. Retrieved 11 March 2018.
  11. ^ "美图手机营销策略研究". wenku1. wenku1. Retrieved 11 March 2018.
  12. ^ "美图正式启动港台市场广告售卖 导入Google广告平台". tech.qq. 相欣. Retrieved 12 March 2018.
  13. ^ "广告也有戏！美拍搬来9大经典品牌展示互动营销新玩法". sohu. 科技首席观察团. Retrieved 12 March 2018.
  14. ^ "美图上半年广告营收大涨219%，广告会成为现金牛吗？". sohu. 罗超频道. Retrieved 12 March 2018.
  15. ^ "Meitu narrows net loss by 94pc in first half as advertising and smartphone sales help". South China Morning Post. Yujing Liu & Lam Ka-sing. Retrieved 12 March 2018.
  16. ^ "Meitu just released a Sailor Moon phone and selfie stick". theverge. Dami Lee. Retrieved 11 March 2018.
  17. ^ "千位明星用户"霸屏"，美图手机的明星营销路线图". sohu. 财经故事会. Retrieved 11 March 2018.
  18. ^ "How Scoring Celebrity Clients Can Take Your Business to the Next Level". entrepreneur. Marley Majcher. Retrieved 11 March 2018.
  19. ^ Pringle, Hamish; Binet, Les (Mar 2005). "How marketers can use celebrities to sell more effectively". Journal of Consumer Behaviour. 4 (3): pg.201-214. doi:10.1002/cb.2. Retrieved 11 March 2018. {{cite journal}}: |page= has extra text (help)
  20. ^ "Angelababy化身自拍专家 微博晒美图T8自拍美照". 陈晨. 驱动中国. 12 January 2017. Retrieved 12 March 2018.
  21. ^ Wang, Jau-shyong; Cheng, Yen-Fen; Chu, Yi-Ling (30 March 2012). "Effect of Celebrity Endorsements on Consumer Purchase Intentions: Advertising Effect and Advertising Appeal as Mediators". Human factors and ergonomics in manufacturing & service industries. 23 (5): 357-367. doi:10.1002/hfm.20336. Retrieved 12 March 2018.
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