Xiaomi takes over Meitu’s phone business, manufacture co-branded products

Meitu and Xiaomi have formed a strategic partnership to jointly launch Meitu-branded phones and other smart devices. The partnership between Meitu – best known for its selfie app – and Xiaomi, a fast-growing technology company with smartphones at its core – will have a far-reaching impact on the brand development of Meitu and Xiaomi as well as the smartphone market as a whole, according to research house IDC. It will allow both companies to expand their customer base and signals a further consolidation in the highly competitive Chinese smartphone market.

A spokesperson for IDC said that during the last year, Xiaomi has stepped up its efforts to improve the camera capabilities of its products and has done a lot in AI-powered photography research and development. “Leveraging Meitu’s image processing technologies and selfie algorithms will help Xiaomi further boost its AI-powered photography and photo quality and reduce its gap with leading vendors such as Huawei.”

IDC says Meitu is popular with females which will help draw more women to Xiaomi products which are currently “overrepresented by male users”.

“Introducing the Meitu brand also enables Xiaomi to offer greater diversity of smartphone products under multiple brands and series, including Redmi, Xiaomi, Black Shark, Pocophone, and Meitu. Xiaomi is gradually forming a multi-brand portfolio targeting different user groups, thereby laying the foundation for it to compete in the market in the long term.”

The spokesperson said that through Xiaomi’s sales network, Meitu’s software products will reach a larger group of customers via smartphones. “Moreover, licensing its hardware business to Xiaomi allows Meitu to focus on software development and the upgrade of its image processing technologies.”

And finally, with the top five vendors in China’s smartphone market taking up nearly 83 per cent market share, the growth potential will increasingly diminish for small vendors in areas such as marketing and supply chain resource integration.

“Going forward, more small vendors are expected to seek strategic cooperation with large vendors and drive consolidation in the China’s smartphone market.”

Meitu was founded in Xiamen in 2008 as a developer of selfie apps such as MeituPic and BeautyCam, and has been focussed on selfie algorithm development. In 2013, the company ventured into the smartphone market and launched smartphones targeting female users and the selfie market. Despite a higher profit per phone sold and a higher brand premium, the company has become increasingly marginalised in China’s brutally competitive smartphone market due to its meagre shipments.

According to IDC’s Worldwide Quarterly Mobile Phone Tracker, Meitu only had a mere 0.5 per cent market share in China with shipments of approximately 1.5 million units as of the third quarter of this year.