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Mito no longer satisfied with the product manufacturer phenomenal,louis vuitton sac, it wants to make the United States took the social platform. To this end, the company is going to change a lot.
Text | CBN reporter Xiao Wenjie
“Good authentic herbal tea authentic sound good and welcome by JDB title of ......” This is Tian Qin in the United States on the hottest shot a video,louis vitton, it took 10 seconds to beat her internship in Washington. Her 9 seconds less to imitate Chinese classic lines, at the last second and made a queasy expression, was like 11,000 times. After that, the United States took to replace the circle of friends became her most popular social networking applications.
US beat is Mito company launched in May last year short video community. Occur earlier than it has been Tencent micro apparent abandonment, the United States was accidentally shot burst of red, the number of users within nine months exceeded 100 million. To achieve the same results, the micro-credit of 14 months.
Both products have been before this phenomenon level less than 500-person company - Mito Xiu Xiu and beauty cameras, the number of users they have billions of dollars. In fact, the beauties of its products has a total of 800 million mobile end users, 510 million mobile end devices and 180 million monthly active users. This set of figures in China after, Tencent and Alibaba.
Now installed beauties have been satisfied with the creation of the necessary product. For example, it enters the field of hardware, launched a flagship high-definition front camera phone beauties; beauties and really change the pattern, or the United States to shoot - a potential social platform is much larger than image processing tools.
Mito CEO said his 2014 “The most regret thing took on too conservative in the United States.” Although the nine-month rate of 100 million users is not really slow, but mean, for a long period of time, or in Mito thinking tool used in the United States to do the film, a successful model and this is his habit.
Wu Xinhong readily draw the United States took the first Demo, only one button, four filters, nor even share the page. “The original idea,sac michael kors, since everyone likes it becomes nice photo shoot, then shoot the video should have the same idea.” Mito vice president responsible for product recalls Chen Jie.
Mito always seem very good grasp of the needs of the most commonly subtle - perhaps not so advanced, but very accurate.
said he was a “pseudo Mensao geeks”, like racing, is the first BMW [microblogging] i8 owners will be excited to see Google Glass was not, but it’s not good to speak with the company’s female colleagues . But the Academy of Fine Arts of Tsinghua University has won admission qualifications paintings least talented students really know how to aesthetic women.
Mito Xiu Xiu fame dermabrasion, a key effect on the beauty of makeup trends from his judgment:. “Everyone loves whitening Well, then photograph it should so repair”
Product team will be very careful to ensure that this judgment to keep up with the changing times. For example, Wu Xinhong noticed people over PS Tucao, he also found a lot of people started to like approaching original effect. “This trend is consistent aesthetic. Blindly whitening have been less popular, now popular nude makeup.” Beat the US in the development process, the product team to adjust the parameters of the filter and let it reach “looks too but not P look better “effect.
Mito team or even to explore the source of these trends. “Whether white, stickers or bare makeup, aesthetic trends in Asia, mostly from the rise of Japan and South Korea, and Taiwan, to China and Southeast Asia.”  said. Mito in Taipei,louis vuitton pas cher, Hong Kong has offices, they will track the latest photos and videos trend magazines and variety shows.
Additional benefit of doing so is to make beauties realize opportunities in overseas markets. Since the Chinese people like it, that Japan and South Korea and Southeast Asia, users should also like. “Overseas markets, particularly in Asia, is a major source of our future subscriber growth.”  said. Last year, the beauties made a call “BeautyPlus” products, like beauty camera function, it has become Japan’s most popular self-timer applications.
From the beginning of development, the effects will be identified as the US beat selling point. This is the biggest difference between it and Snapchat, Vine. Snapchat is America’s most popular short video applications, no filters, can not be saved, after the release of 10 seconds to disappear features and differences between the United States took the slogan “10 seconds can take large” remarkable.
According to Tian Qin observation, and foreign short video of different users, the United States took on the user to put more cameras in themselves, rather than around people and transactions. “Higher demand for some Chinese people show their own. We care about what others think of themselves and not the video itself.”  said.
Beautifully effect also helps spread the content. “When they feel like something to show for, it will spare no effort to share.” Jie said that this was his school from Mito Xiu Xiu to the point.
Use inherited from Mito Xiu Xiu traditional strengths, the United States took those special effects done enough to fool. Tian Qin produced a video, from shooting to add special effects and music, and probably need two or three minutes.
Now there are more than 30 kinds of filters beauty shot. In order to ensure that their effect is always the latest wave, a few months ago, and Jie Wu Xinhong go to Hollywood, ask a professional movie special effects company for them to develop new filters and effects. They find that fame does not ring a small studio, but advanced technology. “For them, the effect of cell phone use on the too easy,” Jie said,sac vuitton, “The key is to make what they make in line with our Feel.” Communication process is done by the Los Angeles office, most of its members have photography painting or special effects background.
Mito strengths on the user experience,chaussure louboutin pas cher, fundamental or derived from a human.
Unlike most Internet companies is different from Mito based in Xiamen,louis vuitton borse sito ufficiale, Fujian. In this order seaside scenery and slow pace of life known tourist city, even the software park staff, walking speed nor North Canton city so fast.
Wu Xinhong think this is a positive factor. “Xiamen himself as belonging to the second line,louis vuitton fr, there are around three or four lines around town so young with big city not far away,louis vuitton paris, and very easy to accept aesthetic town youth.” He grew up in Quanzhou, now working in Xiamen, in addition to two Zhejiang Academy of Fine Arts in painting school, he lived 34 years in the basic range in Fujian Province - might also count Zhaoqing, his monthly Speedway laps to go there, this hobby suspended last year because of too busy.
Beauties of the past two years the number of employees increased from less than 50 people to 452 people today, has opened offices in Beijing,sac louis vuitton homme, Shenzhen and overseas. Even so, it is still more than 50% of employees are Fujian origin. “Most of them are university graduating students study in the field or back at work after a few years of North Canton.” Mito company human resources director, said Nguyen Chi fight.
For these “naive” in the hope of decent work both interesting young company not without people, Mito has become one of their best option in Xiamen. Beauties of the number of women employees than men in a very long time, this year started a mobile phone and mobile terminals, male employees gradually overtake.
Mito is now the star of the staff, the beauty of his shot has 159,000 fans,christian louboutin, he will playing in the funny video where crape myrtle or “rush of that year” in the Ni Ni, colleagues did not think “he is so flower Wonderful. “
Xiamen Internet environment is driven up by Cai Wensheng. He started the business by name in more than ten years ago, is now one of China’s most well-known Internet investor, investment projects, including 4399 games, STORM and Mito Xiu Xiu. Cai Wensheng Wu Xinhong Quanzhou and fellow business through two familiar name, after adding Cai Wensheng Wu Xinhong company.
talent in terms of understanding the user before it has been reflected Mito Xiu Xiu.
In 2007, he invented the Martian converter download amounted to tens of millions within a few months, the vast majority of users are still in high school and even elementary schools was 90, including Cai Wensheng son. Cai Wensheng later recalled that when his own son to show off Flashget, STORM these software are of their investments, the son did not respond; but when it comes to Mars, son shouted:! “Dad was amazing you all our classmates with! “
This may allow CaiWenSheng realized that 12 years younger than their fellow Quanzhou ability to explore the needs of young people on.
“Everyone will analyze 90, 00 after the user characteristics, personality, playful, loving expression, but in the end fall on how the product? Not everyone has this ability.” Cai Wensheng said in a speech.
He suggested that the next project to do image processing tools to , which is later Mito Xiu Xiu.
With FlashGet, Cai Wensheng Department STORM product is different, Mito great success in the mobile terminal. The motive was also found on the mobile phone manufacturers because more and more pictures,sacs louis vuitton pas cher, a lot of people put photos on your phone guide to the PC after completing the re-sent to the Internet.
Mito Xiu Xiu mobile version on Valentine’s Day 2011 line, after which greatly increased the number of users. “Now look, we were lucky to catch the tide, but then we just want you to be more convenient to use the Mito Xiu Xiu.” Wuxin Hong said.
Play the original Martian schoolchildren, has now become trendsetting college students and young companies who they might be enough to understand the success factors from Mito beauty shot. “I, north (Jie’s nickname) as well as a team with other students, we are more extreme product manager, right, so how do we put the product or have more experience.” Wu Xinhong summary? Said.
But just as he regretted that in 2014, now Mito - especially the United States beat - by the way the original product has been good enough. The biggest difference is the way the product upgrade. “We used to open the product will rarely comes to data about it. Are behind closed doors, but the data now to die, social platforms to produce too much.” Jie said.
Today in the United States will have to shoot a short video 900,000 a day, 500 million daily active users, which put video on the front page recommendation, the topic for which detonated, this is the problem. Using data to make decisions for Alibaba, Tencent accustomed to such companies, but even before the data Mito team did not.
Beginning last year, Mito established data mining and machine learning team to deal with the United States and take on an active complex user behavior. Compared with the micro-Bo, a short video involving more dimensions.
US beat increased web version, this revision is based on the responses of video users see details of the complaints came.
Overall, like Tian Qin as “beauty + funny” is the most sought-after beauty shot content, in addition to Meng Department, such as Gary daughter “Baituobaituo” look. But the demand is still very different in different populations, such as Tian Qin often home to some resentment on users’ feces Steve “, he was seen as the United States took a lot of people on the fashion vane, but Tian Qin prefer less marketing content gas. Personalized recommendation and selection,sac vuitton, which is what the United States beat data mining should be solved first,mk.
In the form of a short video to let the United States take to be a good natural channel marketing. In fact, Pepsi, magic sound headphones and other brands in the United States have begun to take on running his own topic. 2014 Spring Festival, Pepsi has “put the music to take home,” the marketing resources are all moved to the US to shoot on. Some stars have been fought in the United States from the microblogging beat, while the US took no money and ask them to register, which may make them feel more freedom. For example, Faye Wong will take on the United States to show off her grimace at her birthday party Dou Jing Tong, which is cool with her image on the microblogging different.
These active “big V” means that a lot of marketing opportunities. But Wu Xinhong planning next year, but it is not commercial. “We do not want to disturb these stars, the United States does not want to shoot the whole ad is hard. We still hope that ordinary people become the subject matter made.” He stressed that the United States do not take a penny of revenue.
Short video and video is different from the United States is not like a video shoot on their own web sites to provide quality content to pull traffic, too many formal content will reduce the user’s own enthusiasm for production, this is not so much that they bother to do special effects in mind. Like complaining that Tian Qin, the United States must be vigilant to shoot.
“We still hope that the United States take the user is driven by interest, love to dance,louis vuitton paris, love can be found in the above Cosplay of like-minded friends. This is a sign of health beauty shot.” Jie emphasized.
In the latest revision, the US shot also increased the “Picture expression text” of new ways. Users can shoot photos posted on the US, and then add text, voice and facial expression label, looks a little like the picture of social software Nice. This is kind of a lower threshold than the video games are played, but there are also risks. Browse pictures and videos in different ways, when people brush Instagram kept up the habit of thumb slide, while watching a short video when the residence time may be longer.
America also shoot video time limit is extended to 10 seconds from 60 seconds. The future will be linked with the United States to shoot Mito Xiu Xiu and beauty camera. These additions are likely to bring chaos user awareness, but apparently, Wu Xinhong hopes to accelerate the growth of subscribers, 100 million is far from objective. He confidently said: “These decisions are based on data.”
With the US beat the imagination with larger, as well as difficult to manage.
“2014 and in the past the biggest difference is that you want me to sign something more and more.” Wu Xinhong not yet fully adapted to this. He used to spend more time with product managers, programmers and designers together, this is the start since 2008 Mito of work.
US shoot development and mobile phone business to make Mito becoming increasingly “heavy.” US beat the monthly cost of about 10 million yuan, the biggest part is the video review, there are more than 400 checks each video shot on the United States to ensure that none of the prohibited content. Phone team mainly in Shenzhen, more than 100 people.
Currently, there is no unified system and incentive system KPI Mito company from top to bottom. With digital examination focused on project and product level to a full year as a unit. Single general staff evaluation completed by the project leader, the contribution of each person by their judgment to determine the incentive program. The company organizational structure to the project as a unit. “A bit like millet.” Wu Xinhong describe said.
Mito also consciously make some changes. Cai Wensheng Mito officially became the company’s chairman, to guide future strategic planning. said he and the core team are “no strategic vision, the people, do not know how to trade two or three years.” But when the United States has the potential to become an eco-shoot, the future has become a matter that must be considered.
Cai Wensheng rarely come to the office, but was Yuandang Road Xiamen built a clubhouse, there is sometimes used as a meeting room to receive guests beauties. “I’m still a complementary relationship and cultural victory, I know more about the product, his industry contacts and more line. Both beauties are not missing now.”  said.
Employees feel Products Division, Wu Xinhong reduce the number of comments on the product details, and more decision-making to the research data. Mobile phone business has been largely in the hands of Mito Mobile president Lu Jiansheng, Wu Xinhong will “shape design of the product make a suggestion.”
Last August, Mito phone contract Angelababy as spokesperson. But even in the “run it brother” the hottest time, Mito has not officially announced, because creatives not beat. “Sometimes we ourselves feel a little low key too far.” Wu Xinhong admits.
Earlier this year, Wu Xinhong offered to do Mito open day, inviting the media to interview. This makes PR staff surprised, before this, media demands they submit Wu Xinhong most will refuse.
“Since we do open platform, my own state of mind but also more open.” Wu Xinhong says, “I do not know what to do a CEO. If possible, I want to do a product manager, this is my most things of interest. But apparently not, so I forced myself to a lot. “
Mito has not disclosed the financing situation, also denied listing. Mito’s revenue last year was 600 million yuan. It did not disclose the specific distribution of mobile phones, said only the highest proportion, followed by camera Mito Xiu Xiu and beauty advertising revenue.
Sales of mobile phones is also the case Mito Mito has been kept secret, it is quite good revealed only in a single product, but “with millet will certainly be several orders of magnitude difference.” The face of “Mito phone is just for fun,” the question, Wu Xinhong phone emphasize the team has more than 100 people.
Mito invited Lu Jiansheng responsible for the mobile phone business, he was in charge of Sony’s Chinese district. Lu Jiansheng said, the phone will not be all the beauties of hardware, as long as the image associated with the United States and, like cameras, beauties are likely to do so. Silicon Valley office being prepared, Wu Xinhong want to keep sensitive frontier. Apparently, in his view, is far from Mito imagination when cashed.
Continue to be portrayed in the new picture,christian louboutin evening, while also facing the risk of Mito. With the rise of Camera360 other products,christian louboutin shoes outlet, it dominance in the image processing have also been shaken. Tian Qin said that after the summer vacation on their own “not-so-lost beauty shot.” Heavy school so she does not mind so much - or material - to shoot interesting content.
With the gradual growth of 90, the United States also face shot can attract more young users challenge. “That is why we recruit one of the reasons so many graduating students, the average age of the company is now maintained at 24 years old.” Nguyen Chi fight? Said.
Wu Xinhong strengthen the product upgrade speed. “A new feature,sacoche louis vuitton, 7 days a Demo” became the provision, while the HR department continues to mine the data talents.
“Our fear is that one day since that really understand the user, in fact do not understand.” Wuxin Hong said.
(Respondents should request the text field Qin pseudonym)