How to evaluate the overseas promotion mode and strategy of Meitu Xiu Xiu?

Meitu Xiu Xiu's popularity in Europe and America at the beginning of this year was unexpected by its management. The starting point is that Meitu launched a new function on June 5438+1October 65438+1October 0 1, which turned the photo into a cartoon hand-painted style special effect in one second. According to the leadership of Meitu, Meitu did not promote this new function on a large scale overseas, but only posted news on the official account of social media and put in regular Facebook and Instagram advertisements. At first, this function was mainly used by China people, and then it gradually spread from users in the Asia-Pacific region to users in Europe and America. Most netizens in Europe and America did not use this special effect to beautify themselves, but spoofed themselves and celebrities. The British "Daily Mail" said that Meitu is a good tool for netizens who like to publicly ridicule and belittle the rich and celebrities.

In major foreign media reports, the reporter also mentioned that Meitu's new filter has a strong sense of Japanese and Korean comics and Japanese classical culture, as well as the theme of traditional festivals (Lunar New Year). This China and Asian culture is very attractive to European and American users.

When the leadership of Meitu Company shouted to the outside world, Meitu emphasized that the key development strategy is still to expand overseas business, further build a global user base and promote cooperation with overseas business partners. However, we have to admit that overseas business will not bring profit to Meitu in a certain period of time. It is understood that the revenue generated by Meitu's overseas market is less than 1% of the total revenue.

Judging from previous experience, it is not enough for Meitu to have a user base. On the way to sea, capital investment and brand-new product research and development must be considered, so there are still many commercialization problems to be solved before considering going to sea to generate income.