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美图公司(1357.HK)2025年中期业绩发布
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会议摘要
Meitu Company's first-half revenue was 18.2 billion, a year-on-year increase of 12.3%, mainly benefiting from the growth in revenue from image and design products, especially the increase in user subscription willingness due to improved AI functionality. Deepened cooperation with Alibaba, launched innovative functions such as AI try-on, and saw a 35.9% increase in international business revenue. Gross profit amounted to 13.4 billion, with a gross profit margin of 73.6%, and net profit increased by 71.3% year-on-year. In the future, Meitu will focus on AI applications, accelerate global expansion, plan to achieve rapid growth through product innovation and market expansion, and implement a dividend plan to reward shareholders.
会议速览
Company Development Situation Sharing and Meeting Rules Explanation
At the beginning of the meeting, the speaker reminded the attendees about the risks of forward-looking statements and provided guidelines for online participants, including how to change their names and ask questions. Next, senior executives were invited to share the company's development status, emphasizing the interactivity of the meeting and participation rules.
Meitu's performance for the first half of 2025 is released: AI technology leads product innovation and market expansion.
In the first half of 2025, Meitu's total revenue reached 1.82 billion RMB, a year-on-year increase of 12.3%, with significant growth in revenue from imaging and design products. The company introduced functions such as AI try-on and AI flash, enhancing product capabilities and user willingness to pay, while expanding its international user base. In addition, Meitu released the AI assistant Rob Neo, integrating multi-modal AI capabilities to become an intelligent partner for visual content creation, quickly gaining market recognition. In the future, Meitu plans to deepen cooperation with Alibaba, promote the application of AI technology in e-commerce, cloud services, and other fields, and continue to innovate and expand in the market.
Meitu's income in the first half of the year increased, with imaging and design products as the core driving force.
In the first half of the year, Meitu's overall revenue reached RMB 1.82 billion, a year-on-year increase of 12.3%, mainly due to significant growth in revenue from image and design products, which reached RMB 1.35 billion, a year-on-year increase of 45.2%. The number of subscription users reached 15.4 million, a year-on-year increase of 42%. The introduction of AI features effectively increased user subscription intentions, especially in the areas of lifestyle images and productivity products. Advertising revenue increased by 5%, while revenue from the beauty industry solutions business decreased by 89% due to proactive contraction. International market revenue increased by 35.9%, outperforming the mainland Chinese market.
Globalization strategy and AI technology drive significant growth in company performance.
The report shows significant achievements of the company's globalization strategy, with an increase in the proportion of international income, a substantial growth in total gross profit and gross profit margin, mainly thanks to the increase in the proportion of high gross profit products. Meanwhile, although sales, R&D, and administrative expenses have increased, the growth rate is much lower than the growth in gross profit, optimizing operational leverage and driving profitability improvement. Adjusted net profit increased by 71.3% year-on-year, and the board of directors proposed to distribute cash dividends in two installments. In the future, the company will continue to focus on productivity and globalization, actively embrace AI technology, and drive rapid business growth.
Meitu AI strategic investment and progress in cooperation with Alibaba Q&A
The conversation revolved around the strategic investment in AI capabilities by Meitu and the progress of their collaboration with Alibaba. Management stated that they will continue to invest in lifestyle products and use AI to improve customer acquisition efficiency. The progress of their collaboration with Alibaba is as expected, but the specific results are uncertain. They emphasized that trust and mutual positioning are necessary for successful cooperation.
Translation: Morgan Stanley's collaboration with Ali AI and progress in overseas expansion.
Discussed the business model of cooperation between Morgan Stanley and Alibaba in the field of AI, including the utilization of Taobao clothing category trends and innovative direct linking of products, as well as the rapid growth and monetization potential of the overseas productivity tool MAU, demonstrating confidence in the penetration rate of paid markets overseas.
Discussion on the collaboration and competition relationship under the improvement of large-scale modeling capabilities
The dialogue revolves around the cooperation and competition relationship between enterprises and large model manufacturers in the context of improving the general capabilities of large models. The discussion points out that enterprises and large model manufacturers are more complementary in cooperation, building model containers, integrating resources from multiple parties, and focusing on polishing product effectiveness. At the same time, there are significant differences between technology companies and application companies, with the latter having greater advantages in the application field. The cooperation between the two parties will be closer.
Marketing and research and development cost strategy: Dynamic adjustment and AI innovation.
Discussed the budget setting of marketing expenses accounting for around 16% of revenue, as well as the differences in marketing expense requirements between Chinese and international products, emphasizing the need for dynamic resource adjustment; research and development expenses mainly focus on manpower and small-scale models, no longer investing in basic model training, AI technology enhances efficiency, such as deploying MCP server for image capability, aiding in rapid effect verification and innovation.
Robert O's commercial process and early market performance in choosing a payment model
The reasons why Robert O adopted a daily subscription model were discussed, explaining that it was due to the rushed launch of the product. They plan to launch a complete payment mechanism at the end of August or the beginning of September. Currently, there are over one million active users per month, and although the income is not disclosed separately, the performance is exciting. The product has quickly reached a million monthly active users without internal traffic flow and marketing budget.
Integration Strategy and Future Planning of Meitu Video Generation Technology and Products
The conversation revolves around the application and future planning of video generation technology, discussing how Meitu integrates generative AI into existing products such as Wink and Kaipai to enhance the competitiveness of products in the video and design fields. Meitu is currently utilizing external large models such as Ali Tongyi Wanxiang, combined with vertically trained models, to explore the application of expert models in video creation, in order to achieve a leading position in the video tool market.
Overseas AI product development strategy: Dual-focus on life and productivity.
Discussed were the successful methodologies for developing AI products overseas, including life product strategies that closely follow social media needs and collaborate with Key Opinion Leaders (KOLs), as well as productivity tool development that focuses on vertical scenes and addresses specific pain points. Cases were shared on providing visual branding products for overseas small shops, emphasizing the global perspective from small shops to small companies and online markets.
Analysis of the differences in trends between overseas and domestic products and regional user preferences
Discussed the similarities and differences in the development trends of overseas and domestic products, pointing out that overseas products such as WeMake lean more towards productivity attributes, with their main users concentrated on the web version. In terms of regional user preferences, users in Europe and America have high demands for subtitles and pursue professional effects; while Asian users prefer variety show styles and emphasize eye-catching video beginnings. In terms of editing needs, Europe and America are relatively concise, while Asia incorporates more variety show effects.
Meitu's management team answered investors' questions about subscription payment rates, Up value trends, and future market value planning.
The management provided detailed information about the distribution of subscription payment rates, including To B and To C, as well as differences between domestic and international markets. They explained that changes in Up value were mainly caused by the business mix, indicating stable business growth. At the same time, the management expressed an open attitude towards cooperation with non-Alibaba e-commerce platforms and emphasized driving market value growth through product enhancement, but did not provide specific market value expectations.
Analysis of Competition and Cooperation Strategies in AI-driven Content Productivity Tool Industry
Discussed the competitive situation of the AI-driven content productivity tool industry, emphasizing core competitiveness such as data insight, channel application capability, and aesthetic insight, shared the reasons for choosing to cooperate with the Alibaba Thousand Questions model, pointed out the importance of understanding user pain points in vertical scenarios, and strategies to improve efficiency through organizational change.
Large-scale Model Collaboration and Application: Integration of Multimodal Understanding and Generation Capabilities
Discussed the ability of large models in multimodal understanding and generation, emphasized the advantages of Alibaba models in terms of scale and performance, as well as the strategy of selecting the optimal model through a horse racing system for application in different scenarios, and finally mentioned the arrangement of investor and media Q&A sessions.
Meitu focuses on the strategy and positioning of achieving profitability on a large scale through AI and imaging products.
Discussed how Meitu achieves profitability at scale through focusing on image and product design, embracing the subscription model, and accelerating global strategies, while also clarifying Meitu's positioning as an AI application company and emphasizing the high penetration of AI technology in products.
Discussion on the growth of paid users and future innovative directions for Meitu.
The discussion revolved around the reasons for the growth of paid subscriptions for Meitu and future innovations in payment models. Management emphasized that improving product competitiveness and exploring vertical scenarios are key, mentioning the incremental space brought by third-generation product forms such as AI interaction and the vast market potential of image design and other tracks, especially the rapid growth in the productivity tools field.
Beautiful picture video big model strategy: cooperate with Alibaba Wanxiang, focus on vertical applications.
Discussed the strategic shift of Meitu in the field of video large models, that is, no longer independently developing basic models, but using Alibaba's Wangan model, and developing vertical applications based on this to meet specific functional requirements. At the same time, Meitu stated that it will cooperate with other video large models in the industry such as Kening and Jimeng, utilizing their model capabilities to expand market layout.
Analysis of Meitu's Globalization Strategy and Core Competitiveness
Discussed the unique strategies of Meitu in the fields of imaging and design, emphasizing the importance of aesthetic insight and engineering capabilities. It was pointed out that Meitu needs to overcome the challenge of insufficient understanding of global cultural demands in order to create world-class products.
Expansion opportunities for Meitu in imaging and design products and AI agent product development strategy by Rob Neil.
The management detailed the growth potential of the image and design product business, emphasizing that increasing subscription penetration rate and expanding overseas markets are key. As for the AI agent product Rob Neil, the management indicated that they will avoid homogenized competition and actively acquire users through unique feature positioning and precise market strategies. They also plan for its future development in the field of intelligent services.
Meitu lays out AI image design assistant: Crisis-driven differentiated product strategy.
The conversation revolves around the necessity of creating high-quality A products, emphasizing the market potential and crisis awareness of third-generation product forms. It proposes achieving differentiation in the fields of image and design by combining conversational AI assistants with traditional editors. The product planning focuses on improving productivity attributes, especially in the desktop version, aiming to refine global common needs and drive word-of-mouth promotion through product strength, rather than relying on channel advantages.
Beauty picture model container strategy: Improving product power and user satisfaction
In product development and operation, the model container strategy selects the best-performing models through a horse racing mechanism, significantly enhancing product competitiveness and user satisfaction, while also promoting the improvement of their own technological capabilities. Although the effectiveness of cost reduction and efficiency improvement is limited, this strategy has a significant impact on enhancing product capabilities and user satisfaction.
The Meitu management team explained the expected growth of productivity tools and global user service goals.
The management discussed the growth expectations of Meitu's productivity tools, planning to continue launching competitive products, with the goal of productivity revenue and profits accounting for a significant portion in the future. At the same time, the management emphasized serving global users, especially in the European and American markets, in order to enhance international influence.
Translation: Meitu's growth strategy: user-driven content dissemination and social media hive effect.
Discussed how Meitu can achieve growth by building a team with online sensitivity, utilizing user-generated content dissemination, and harnessing the social media hive effect. Emphasized the key role of users in discovering and amplifying functional value, as well as the importance of reducing internal arbitrary decision-making and increasing user engagement.
Fujian Daily online questions receive detailed answers from management.
The online inquiries from Fujian Daily received detailed responses from the management team, demonstrating their importance and professionalism in addressing the questions, ensuring transparent and efficient communication.
Meitu firming up its position as an AI application company: running native and non-native paths in parallel.
Since its development in 2017, Meitu has gradually integrated AI technology into its products, especially in the past three years with the widespread application of generative AI, resulting in a high AI penetration rate of 90% in products. Meitu has not only transformed existing products, but also developed native AI applications to solve traditional product limitations and promote product innovation and self-challenge through a new technological architecture.
要点回答
Q:The second question is, as we just mentioned some cooperation with Alibaba, whether the progress of the current cooperation meets our previous expectations, and when can we expect to see some more prominent results of the cooperation? Thank you.
A:The progress of our cooperation with Alibaba is basically in line with expectations. As we mentioned earlier, we have gone through 17 years of development, and our products have gradually grown and iterated over a relatively long period of time. So our cooperation with Alibaba will also go through this process, and it is not expected to generate significant revenue or user growth immediately after the announcement of the partnership. I believe that it takes time to build trust between the two teams, and to find complementary positions. Of course, as I mentioned earlier, we have some basic cooperation initiatives currently underway, so overall it is quite positive.
Q:With the continuous improvement of the general large model capabilities, especially in multimodal capabilities, how do we perceive competition and cooperation with such general large model manufacturers in the future?
A:We maintain cooperative complementary relationships with all major model manufacturers. Rob's new product builds model containers, integrates various basic models including Ali's Tongyi Qianwen and Wanxiang, as well as vertically trained models, and flexibly schedules them based on effectiveness and cost. We have established partnerships with many model manufacturers, currently achieving good results, allowing us to focus on improving our products and effectiveness. At the same time, we also see that some technically-oriented model companies hope to enter the application field, not every company can successfully transition, and the relationship between the two is more complementary than competitive.
Q:Because we do not have a specific target for user growth, I would like to ask how our marketing or research and development expenses are budgeted?
A:In terms of marketing budget, we generally maintain it at around 16% of revenue from image and design products plus advertising income, with slight adjustments. In the long run, as subscription penetration rates increase for Chinese lifestyle products, sales expenses will decrease, allowing more resources to be allocated to promoting overseas products. As for research and development expenses, we no longer conduct basic model training, mainly focusing on personnel expenses and small vertical model expenses. We expect a growth of less than 15% in the coming years, not by deliberately increasing personnel, but by optimizing AI utilization to drive innovation.
Q:What considerations led the company to choose a daily subscription payment model instead of a monthly subscription payment model? And how are the current MAU and revenue data?
A:Due to the rush to launch, Robo Neil first introduced a daily card payment mechanism, and will soon launch a complete subscription or single purchase payment mechanism. Currently, the number of monthly active users exceeds one million. Although revenue is still in the early stages and has not been disclosed separately, the results are very encouraging. A product that does not rely on internal traffic and has zero marketing budget can achieve over a million monthly active users in a short period of time.
Q:How do we view the future potential of the video generation track, and how do we consider integrating it with existing products? Do we have any corresponding product plans for the future in the video generation direction?
A:The video generation capability has been widely used in Meitu's existing products, such as wink and kaipai. Video products are growing rapidly, with wink already reaching over 30 million monthly active users, far exceeding the growth rate of image products, and with huge potential for monetization and productivity-related applications. Video investments can also benefit image products indirectly by being downwardly compatible with images. The video generation technology model is based on the Ali Tongyi Wanxiang video large model, and multiple vertical models are trained on top of it, some of which are trained by us to improve the effect. In the future, each productivity product is likely to have expert models, such as training and providing services for video directors from an expert perspective.
Q:For the research and development of new functions or products overseas, is there any successful product experience that can be replicated, as well as overseas AI product development plans and methodologies?
A:Overseas development is divided into two main lines: the lifestyle line and the productivity line. The lifestyle line closely follows the demand and trends of social media content production, seizing opportunities through collaborating with Key Opinion Leaders (KOLs) for word-of-mouth marketing and continuously increasing investment. The productivity line focuses on vertical scenarios, addressing pain points and aiming for precision. A recent example is providing brand visual production products for overseas offline stores, extending services from small stores to small companies, combining online and offline channels. In different regions, despite their unique characteristics, the core remains capturing pain points in vertical fields.
Q:Among the many open-source and closed-source models, why choose Alibaba Cloud's Qianwen model to develop our AI applications? Are there any reasons for contract binding?
A:We chose Alibaba Cloud's Qianwen model because in the competitive landscape of large models, we are basically unable to cooperate with closed-source models and can only rely on API calls. Among open-source models, such as the deep c model that became popular during this year's Spring Festival, lacks the ability to understand multiple modalities compared to Alibaba's Qianwen and Wanxiang, especially in image and video processing capabilities. It is difficult for us to use directly for our application scenarios. In addition, Alibaba has made huge investments in models, possesses powerful multimodal understanding capabilities, and has long been at the top of the model leaderboard. Even without a capital strategic cooperation, we might still choose them, but cooperation can allow us to more deeply meet our needs, such as targeted training and early access to the latest versions, all of which will translate into the competitiveness of our products.
Q:What are the successful experiences that can be shared behind the growth of paid subscribers for Meitu? What other innovations are possible for the payment model of future products?
A:We continuously explore vertical scenes and enhance product competitiveness, returning to the product itself, allowing good products to grow naturally. The product has made significant progress, but efforts are still needed to create a world-class product. As for the payment model, there may be more innovations in the future, but specific details have not been elaborated.
Q:Is there growth potential for domestic users of Meitu? What are the main sources of growth potential? Where is the next part of domestic growth expected to come from?
A:We believe that there is growth potential for domestic users. With the emergence of third-generation product forms (such as language interaction based on large models, multimodal understanding, etc.), the industry will usher in tremendous changes and the dividends of the times. Embracing this trend wholeheartedly is expected to bring incremental space to the Chinese and even global markets. There is still growth space domestically, particularly in the fields of images and design. The global arena has a lot of room for development in this field, with rapid growth in productivity, as shown by examples like Kuaipai.
Q:What is the current plan for Meitu's large video model investment? Will there be further expansion in collaboration with the industry?
A:Meitu currently does not develop video basic models, but instead uses Alibaba's Wanshixiang super model as a foundation to develop vertical models to meet various functional and effect requirements. Unlike companies such as Kuaishou and ByteDance, Meitu does not independently research basic models, but will cooperate with other model capability providers such as Jiemeng and Koning.
Q:What are the differences between Meitu and other Chinese companies in terms of globalization strategies? What are the core competitive advantages of Meitu's products in the global market? What is the biggest challenge that Meitu needs to overcome or breakthrough to create a world-class product?
A:The difference of Meitu lies in its focus on the track of imaging, design, and aesthetics. Meitu has over a hundred internal designers focusing on researching new trends in effect design. Its core competitiveness includes large-scale engineering investment, deep insight into aesthetics, and engineering optimization capabilities. The challenge Meitu needs to overcome is a profound understanding of the cultural needs of different countries around the world, especially in regions like Europe and America.
Q:What are the company's future plans for its image and design business? How much growth potential does this business still have?
A:The company will continue to increase its investment in image and design products, with a lot of growth potential in this sector. On the one hand, there is still a lot of room for improvement in the subscription penetration rate in daily life scenarios; on the other hand, productivity products have a higher subscription penetration rate due to their direct impact on user's expenses. Although no specific number guidance was provided, it is evident that the growth potential in this area is huge.
Q:Why does Meitu want to create the AI agent product Rob Neil, how to avoid similarity with other products, how is it currently acquiring users? What are the future development plans for this product?
A:Building AI agent products is to seize the opportunity of the third-generation product form and to prevent missing the market opportunity. The product design emphasizes differentiation, such as focusing on vertical fields of imaging and design positioning. User acquisition mainly relies on word-of-mouth driven by product strength, rather than traditional promotion strategies, to test the market performance of new products.
Q:What are the development plans for such products?
A:We will enhance the productivity attributes of Rope Neil, focusing on developing the desktop web version, refining the common needs of global users, and introducing a product capability that everyone can use.
Q:How effective is the use of model container strategy in product development and operations at Meitu, and what is the cost reduction and efficiency improvement effect?
A:The model container strategy focuses more on improving product performance and user satisfaction, rather than directly reducing costs and increasing efficiency. It adopts a horse race mechanism to select the optimal solution based on model performance, enhancing competitiveness and user satisfaction, while also learning from external models to enhance its own technical capabilities.
Q:What are the expectations and goals for the productivity tool Meitu? Are there any plans to release other productivity tools?
A:Meitu expects that over half of its income and profits will come from productivity tools, and will continue to launch competitive products. In addition to existing designers and photographers, there are also products such as VWHEE that have transitioned to entertainment material design. In the future, Meitu will continue to launch more products and serve global users well, especially users in Europe and America.
Q:Is the popularity of AI fill light and other functions on Xiaohongshu due to user-initiated spreading? Does Meitu consider growth when launching new functions? And how to use social media hives for growth?
A:The popularization of features such as AI fill light is attributed to users' spontaneous sharing and imitation. Meitu considers growth factors when launching new features, preferring to find opportunities for amplification from user-generated content with good word-of-mouth and high recognition on social media, rather than relying solely on internal research. Now the company is giving users the creative control, discovering and utilizing growth points from user-generated content and social media dissemination.
Q:Why does Meitu firmly want to become an AI application company? What is the difference in product logic for developing AI applications compared to other companies?
A:Meitu considers itself as an AI application company, because AI has a high penetration rate, which has been continuously embraced during the development process. Meitu divides its products into native AI applications (such as Roborock) and non-native AI applications (such as Meitu Xiuxiu), both complementing each other. Regarding the relationship between traditional editors and AI-generated content, Meitu believes that they should complement each other, rather than directly transforming existing products. Meitu encourages internal challenges to existing products, trying to break away from traditional frameworks, and create a completely new form of AI applications and technical architecture to achieve better functional innovation.
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