China’s struggling selfie king Meitu finally has a profitable year
- Beauty filter app maker Meitu reports full-year profit for the first time after going public in Hong Kong in 2016, driven by growth in membership subscriptions
- Meitu has ventured into smartphones, e-commerce and social networking, and is now investing in cryptocurrencies
Meitu, the maker of one of China’s most popular selfie apps, has struggled for years to make money despite various attempts to diversify its business, but on Thursday, the Hong Kong-listed company posted its first full-year profit since it went public in 2016, driven in part by soaring membership subscriptions.
The Xiamen-based company reported a net profit of 60.9 million yuan (US$9.3 million), with revenue growing 22.1 per cent year on year to 1.19 billion yuan in 2020.
It marks a major turnaround for the long-struggling company, which reported a net loss of 190 million yuan in 2019.
Meitu, which means “beautiful pictures” in Chinese, creates apps that let users remove blemishes, enlarge their eyes, slim their faces and bodies, and put on virtual make-up in their photos.
Although the fad quickly faded in the West as users started raising privacy concerns over the amount of personal data that the app was asking from their smartphones, Meitu remains an essential tool for millions of selfie lovers in China.
Despite the popularity of its apps, though, Meitu had struggled to turn a profit, even after various attempts to venture beyond its core business.
The product line was discontinued in 2019, and on Thursday, Meitu announced that it had ended its partnership with Xiaomi.
The company’s stock price has tumbled by more than 80 per cent from its peak in March 2017, closing at HK$2.49 (US$0.32) on Friday.
Ultimately, it was Meitu’s bread-and-butter selfie apps that helped the company deliver its first profitable year. Some of the company’s biggest growth in 2020 came from subscriptions and in-app purchases, which saw revenue rise 140 per cent year on year to 206.5 million yuan (US$31.6 million).
Meitu said it first rolled out subscription services on its overseas apps, AirBrush and BeautyPlus, in 2019. After initial success, it added the feature on its domestic apps in the second half of 2020.
Users of the Meitu app can pay to get rid of advertisements and use a range of member-only stickers and filters. In China, monthly and annual subscriptions cost 12 yuan and 98 yuan (US$1.83 and US$14.98) respectively.
The company said that by December 2020, it had more than 1.7 million paying subscribers across its domestic and overseas apps.
Meitu’s other revenue streams took a hit during the Covid-19 pandemic, however. Online advertising, which accounted for more than half of Meitu’s revenue, saw a 9.5 per cent decline.
The company’s monthly active users also fell 7.6 per cent from roughly 282 million in 2019 to 261 million in 2020.
Since then, hundreds of Chinese apps have been removed from Indian app stores, including Meitu. However, Meitu’s annual report showed that its monthly active users in mainland China also dropped 6.1 per cent.