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How the Mito can make a profit has already been ruined by the spectators. They are all anxiously waiting to see if this company with huge traffic can find a way to monetize.
Therefore, Meitu's e-commerce, Meitu's profit department, can bear the pressure of internal and external needs. “Where is there no pressure? The pressure on the department that makes money is quite big.†Zhang Jun, senior vice president of Meitu E-commerce, laughed.
How is the flow of 200 million photos used?
Users familiar with Meitu Xiu Xiu may find that from June 26th, in the photo save sharing interface, a little swing pendant with the words "Made in the map" is quietly added. When the user clicks on the tab, he or she can enter the main interface of Mito customization.
According to reports, Mito customization can be based on user-provided portraits, images or LOGOs, and the materials can be converted into customizable images by artificial intelligence AI technology, and then printed on different products.
Meitu Xiu Xiu photo save interface
Mito customization was officially released on March 29th. The entrance is embedded in the Chaos Self-Timer App. Customizable merchandise categories include T-shirts, photos and pillows. Currently, thousands of orders can be generated every day. The unit price is around 890 yuan. .
However, although Mito's customization is trying to expand the category of goods, they are not in a hurry to expand. Zhang Jun believes that it is very powerful to be able to achieve the ultimate in a single product. The key is whether this item can attract enough users. Mito's customization hopes to make every item based on the user's needs, rather than doing a lot of miscellaneous things at once, so that it will die very quickly.
After three months of polishing, Mito Custom finally began to try to access Mito Xiuxiu. According to Zhang Jun, users can directly use the pictures to customize when they save the sharing page after the retouching of Mito Xiuxiu. In the testing phase, Meitu Xiu Xiu's save sharing page will bring about 40 million traffic every day.
Mito custom interface screenshot
When talking about why he chose to embed, instead of making a separate app like Meitu's other e-commerce product, Meipu, Zhang Jun said that the diversion is very difficult, but the way of embedding is natural. The user can directly place an order when he or she sees the product that he wants to customize, and does not need to jump to download other apps. Future Mito's products will be opened, and Mito customization can also be embedded in more application scenarios.
It is reported that the future Mito customization will be embedded in the Mito Xiu Xiu in two ways. The first is to set the entrance in the Meitu Xiu Xiu homepage; the second is to save the sharing interface, the user can directly see the saved image in the Samples on different customized items to increase conversion rates.
In fact, it is not difficult to print a photo on a clothes or a pillow. The custom shop on Taobao has already blossomed all over the place. So what kind of mystery is hidden behind this simple little thing? “Taobao has a lot of small shops to do customization, but no one can control this thing, there is no scale, and their quality and customized gameplay are very old-fashioned.†Zhang Jun said.
In addition to working with preferred OEM manufacturers, Mito will also work with well-known brands and IP. In terms of brand cooperation, users can customize on the basis of the cooperation products of the two parties. At present, the brands of Mito's customized cooperation include the Spanish century-old bedding brand Velfont, the eco-bag brand ENVIROSAX, etc. In terms of IP cooperation, Mito customization will be Users provide relevant IP material for users to customize, and the current cooperation IP includes Transformers.
200 million yuan of equipment is only customized for Mito
Zhang Jun believes that the core of customization is still in the supply chain. The traditional mode of Taobao customization is to suppress the clothes after passing them into the device. Their disadvantage is that the first is difficult to mass produce, the second effect may be poor, and no good equipment can't do this kind of printing. “Meitu custom has been testing since last year, hoping to control the quality of each customized product. For this project, our exclusive supply chain factory invested 200 million yuan to build machinery and equipment.â€
It is reported that Meitu's customized front-end data and supply chain equipment have been completely opened, and the user-generated image 3D prototype can be input into the machine. After printing, it can be directly packaged and shipped, and can withstand tens of thousands to hundreds of thousands of singles per day. Production pressure.
“Traditional mode can't keep up with the rhythm. Now C2M customization, many merchants are working with different factories and need to place orders in batches. When the user places an order, the factory may take 15 days to ship because it is to be scaled up. Production, to do the plate type to open the mold." Zhang Jun said, "but we can directly make clothes, this is a big difference. You put a piece of cloth into our new equipment, you can directly come out a piece of clothing does not need Open the mold. The logic behind the front end looks very simple. The logic behind it is actually very complicated."
Zhang Jun is proud to mention the supply chain and equipment behind Mito's customization. “Traditional small shops may collapse after a few hundred orders a day, but the 10,000 orders with different patterns and styles can be completed in one day. It can be customized today, shipped tomorrow, this is for traditional customization. It is unlikely for the factory."
In addition to the printing process, product selection, operation, quality control and testing, product design and other aspects are completed by the Mito custom team. According to Zhang Jun, the product quality of Mito's custom products is completely different from that of other small stores. The team has high requirements for fabrics. At present, the price of T-shirts with a price of 129 yuan is about 70 to 80 yuan, but the re-purchase rate of T-shirts can reach 40%-50%. Therefore, Mito's customization requires a large number of orders to negotiate with fabric suppliers to reduce production costs.
Two legs go to the road: Mito custom + beauty shop
From the days when Mito officially opened the two e-commerce platforms, such as Mito Customization and Meipu, the time has passed almost four months. Since the announcement, these two e-commerce platforms are in the process of product testing and product iteration. According to Yibang Power Network, Meitu's custom team is developing 3D printing technology, hoping to allow users to customize products more freely, and 3D technology will be officially launched in the near future. In addition, Mito Custom is still developing another new feature: users can directly entertain their portraits and order products. "Our current biggest challenge is the need for innovation, the need to constantly adjust, there are more ways to play." Zhang Jun said.
Unlike Meitu's custom choices to embed other Mito products, Meipu has launched its own app. Meipu is positioned in the community e-commerce platform of fashion content, focusing on cosmetics, sportswear and other categories, to attract users through the sharing of fashionistas, users can find their favorite products through the graphic video of Daren, and Buy directly in the beauty shop. Zhang Jun introduced that the US shop adopts the S2b2C model and has the ability to operate independently.
According to Zhang Jun, the US shop will further open up with other products of Meitu this year. For example, the beauty shop can be opened with the beauty scene, allowing the person to open the store directly, and the user can buy it while watching. In addition, the makeup test function of the beauty camera will also be connected to the beauty shop in the future, and the user can directly purchase the relevant cosmetics according to the test result.
When talking about the reasons for not getting through, Zhang Jun said that the time for the launch of the US shop is still very short, and the supply chain is still optimized. It is expected that in October, the functions of both parties will be officially opened.
In Zhang Jun's view, the biggest difference between Meipu and other e-commerce platforms is that in terms of gameplay, the community and commodities are the foundation. In the future, after the user uses the mobile phone to detect the skin, based on the user's skin condition, Meipu can recommend suitable cosmetics according to the data and algorithm, and the use of these cosmetics and the purchase link will also be presented together. So, can Meitu become the model of the tool App through these two e-commerce platforms? Time will give us the answer.
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