Money can't save Meitu

编辑/午夜

Editor / Midnight

美图大举收购加密货币后，董事局主席蔡文胜在朋友圈里说："一定要有人先吃螃蟹。"。

"Somebody has to be the first to eat crabs." Cai Wensheng, chairman of the board of directors, said in the circle of friends after Meitu's massive purchase of cryptocurrency.

但这种螃蟹的美味是有风险的。在短时间内享受加密货币带来的浮动利润后，美图很快陷入亏损。

But there is a risk in this crab's delicacy. After enjoying the floating profit brought by cryptocurrency for a short time, Meitu quickly fell into a loss.

5月24日，美图因货币炒作亏损1300万元，股价随加密货币涨跌波动。

On May 24, Meitu made a loss of 13 million yuan due to currency speculation, and its stock price fluctuated with the rise and fall of cryptocurrency.

"股价与公司主营业务无关，而是与其投资的虚拟货币有关。中国人民大学金融技术研究所高级研究员蔡凯龙曾在接受媒体采访时表示："股东们会对公司的大方向产生怀疑，这对公司的形象不是一件好事。"。

"The stock price is not related to the company's main business, but to the virtual currency it invests in. Shareholders will doubt the company's general direction, which is not a good thing for the company's image." Cai Kailong, a senior researcher at the Institute of financial technology of Renmin University of China, once told the media.

值得注意的是，长期以来，美图公司一直处于亏损状态。直到2020年才公布第一次盈利，年净利润6000万元。这一次，由于货币投机，美图公司损失了一个季度的利润。

It is worth noting that for a long time, Meitu company has been in a state of loss. It did not announce its first profit until 2020, with an annual net profit of 60 million yuan. This time, Meitu company lost a quarter's profit due to currency speculation.

吐源网蔡文胜朋友圈

Cai Wensheng circle of friends, tuyuan network

收购加密货币后，美图确实在短时间内享受到了货币繁荣带来的红利。今年4月13日，加密货币市场处于最佳时期，比特币价格一度突破6.3万美元大关，以太坊也突破2200美元。

After the purchase of cryptocurrency, Meitu has indeed enjoyed the dividend of the currency boom for a short time. On April 13 this year, when the cryptocurrency market was at its best, the price of bitcoin once broke through the $63000 mark, and Ethereum also broke through $2200.

按此价格计算，美图所持加密货币资产的最大浮动利润为2748万美元（约1.77亿元人民币），而美图在2020年调整后的净利润仅为6090万元人民币。

According to this price, the maximum floating profit of cryptocurrency assets held by Meitu is US $27.48 million (about RMB 177 million), while the adjusted net profit of Meitu in 2020 is only RMB 60.9 million.

难怪蔡文胜一直在买加密货币。毕竟，加密货币投机不仅比公司的业务利润更高，而且速度更快。

No wonder Cai Wensheng keeps buying cryptocurrency. After all, speculation in cryptocurrency is not only more profitable than the company's business, but also faster.

然而，投机资金来得快，去得快。

However, money for speculation comes and goes faster.

5月12日以来，比特币、以太坊等加密货币相继暴跌。

Since May 12, bitcoin, Ethereum and other cryptocurrencies have plummeted one after another.

5月19日，货币圈遭遇"血洗"。比特币家居数据显示，在当天过去24小时内，有22万人在加密货币市场爆仓，总金额达122亿元人民币。

On May 19, the currency circle suffered a "bloody wash". Bitcoin home data showed that in the past 24 hours of that day, 220000 people burst their positions in the cryptocurrency market, with a total amount of 12.2 billion yuan.

据wired insight统计，比特币当天跌破3.9万美元关口，24小时跌幅超过14%，同一天每枚比特币最低3亿美元；以太坊没有好转。同时跌破2900美元关口，跌幅超过17%，当日最低价格为1750美元/件。

According to wired insight, bitcoin fell below the $39000 mark on the same day, with a 24-hour drop of more than 14%, with a minimum of $300 million per coin on the same day; Ethereum didn't get any better. It also fell below the $2900 mark, down more than 17%, with the lowest price of $1750 per piece on that day.

按最大跌幅计算，美图公司当日持有的加密货币一度亏损19.961亿美元（约合人民币1.27亿元）。

According to the calculation of the largest decline, the cryptocurrency held by Meitu company on that day once suffered a loss of US $1969.1 million (about 127 million yuan).

在刚刚过去的一个月里，美的图表已经从浮盈1亿多元变成浮亏1亿多元。

In the past just one month, the U.S. chart has gone from a floating profit of more than 100 million yuan to a floating loss of more than 100 million yuan.

为此，美国早已淡出用户的视野，也因为加密货币投资的损失，一度登上搜索热。

For this reason, the United States has long faded out of the user's field of vision, but also because of the loss of investment in cryptocurrency, once on the hot search.

甚至在投资平台上，也有个人投资者在问，"什么样的决定才能让美图高水平投资比特币？"

Even on the investment platform, there are individual investors asking, "what kind of decision will enable Meitu to invest in bitcoin at a high level?"

不过，到目前为止，美国还没有回应加密货币巨额盈亏的相关问题，也没有发布关于出售虚拟货币的公告。

However, so far, the United States has not responded to the cryptocurrency huge profit and loss related issues, and has not issued an announcement on the sale of virtual currency.

但现在，美图的股价已经长期跌破发行价，用户数量也明显减少。

But now, the stock price of Meitu has fallen below the issue price for a long time, and its number of users has also decreased significantly.

据美图网2020年财报显示，美图网月活跃用户总数为2.61亿，同比下降7.6%。对此，美卓解释说，下降的绝大多数原因是印度每月活跃用户的减少，因为一些应用被印度政府禁止。

According to the financial report of Meitu in 2020, the total number of monthly active users of Meitu was 261 million, a year-on-year decrease of 7.6%. In response, Metso explained that the vast majority of the decline was due to the decline in monthly active users in India, because some applications were banned by the Indian government.

在产品方面，美图每款产品的用户数呈现下降趋势。2020年，每月将有1.15亿活跃用户，与2019年的1.16亿相比下降1.5%；美妍相机的月活跃用户为6185万，与2019年的6680万相比下降了7.4%。

In terms of products, the number of users of each product of Meitu shows a downward trend. In 2020, there will be 115 million active users per month, down 1.5% compared with 116 million in 2019; The monthly active users of Meiyan camera were 61.85 million, down 7.4% compared with 66.8 million in 2019.

最佳应用

Meipai app

早在2014年，桂梅就上线了短视频产品"美女彭定康"。当时，它曾获得App Store免费冠军。最高的月活动达到1.5亿，也是世界上三大传统视频播放器。

As early as 2014, Kwai Mei was on the line with the short video product "beauty patten". At that time, it once won the App Store free championship. The highest monthly activity reached 150 million, and it was also the three largest traditional video player in the world.

不过，美派并没有保持高开的势头。2015年，美派被新浪微博间接屏蔽，只有博主才能看到与美派分享的微博用户，对美派影响很大。此后，由于内容违规整改不力，美派主动将Android和IOS应用商店停业30天，对美派造成致命打击。

However, meipai did not keep the momentum of opening high. In 2015, meipai was indirectly blocked by Sina Weibo, and only the blogger could see the Weibo users shared with meipai, which affected meipai a lot. Since then, meipai took the initiative to take off the Android and IOS app stores for 30 days due to ineffective rectification of content violations, which dealt a fatal blow to meipai.

美派的付费用户数量也从30万下降到13万，其商业化能力大幅萎缩。

The number of paying users of meipai has also dropped from 300000 to 130000, and its commercialization capacity has shrunk sharply.

同时，随着智能手机拍摄性能的不断提升，美图的核心产品美图秀秀也失去了竞争力。而且，作为工具性产品，美图秀秀很难实现较好的流动性。

At the same time, Meitu XiuXiu, the core product of Meitu, has lost its competitiveness with the continuous improvement of smartphone shooting performance. Moreover, as a tool product, Meitu XiuXiu is difficult to achieve better liquidity.

在主营业务难以实现商业化的情况下，美泰一直在探索新的现金流渠道。它尝试了电子商务、社交网络、医疗美容等多种行业。

In the case that the main business is difficult to achieve commercialization, Matteo has been exploring new cash flow channels. It has tried various industries such as e-commerce, social networking, medical beauty, etc.

2017年，美图进入电子商务领域，推出以b2c2c买家模式为主的"美普"和个性化定制平台"美图定制"。但由于定位不清，梅普未能达到预期效果。

In 2017, Meitu entered into e-commerce and launched "Meipu" which focuses on b2c2c buyer mode and personalized customization platform "Meitu customization". However, due to unclear positioning, Meipu failed to achieve the expected effect.

美图很快将美妆变成了"美图美妆"，主要关注AI的皮肤测量功能。它希望通过推荐化妆品和护肤品来实现自给自足的电子商务闭环。但由于效果不明显，其经营很快就关闭了。

Meitu quickly transformed Meipu into "Meitu meimakeup", which mainly focuses on AI skin measurement function. It wanted to achieve self-supporting e-commerce closed-loop by recommending cosmetics and skin care products. However, because the effect was not obvious, its operation soon closed down.

美图定制的初衷是通过美图拍摄软件生成的海量图片，如枕头、衬衫等上的印染图片，为用户提供定制的影像产品和服务，但这种想法很快被证明是一种虚假需求，美图定制很快就停止了。

The original purpose of Meitu customization was to provide users with customized image products and services through the massive images generated in Meitu shooting software, such as printing and dyeing pictures on pillows, shirts, etc., but this idea was soon proved to be a false demand, and Meitu customization soon stopped.

此后，美图开始实施"美和社交"战略，意图将美图秀秀从工具产品转变为社交产品，并宣布进军医疗美容行业。

Since then, Meitu began to implement the "Meihe social" strategy, with the intention of changing Meitu XiuXiu from a tool product to a social product, and also announced its entry into the medical beauty industry.

Link：https://new.qq.com/omn/20210531/20210531A08A8W00.html

update time：2021-05-31 18:56:41