Why is there no live broadcast on Meipai? Analyzing the strategic choices of short video platforms
In recent years, short video platforms such as Douyin and Kuaishou have added live broadcast functions. However, Meipai, as one of the early representatives in the short video field, has never launched a live broadcast function. This phenomenon has triggered extensive discussions among users and the industry. This article will analyze why Meipai does not have live broadcasts from three dimensions: market data, user needs and platform strategy, and attaches hot topic data from the entire network in the past 10 days for reference.
1. Hot topic data on the entire network in the past 10 days
| Ranking | topic | heat index | Main platform |
|---|---|---|---|
| 1 | world cup qualifiers | 9,800,000 | Weibo, Douyin |
| 2 | Double 11 pre-sale starts | 8,500,000 | Taobao, Xiaohongshu |
| 3 | A celebrity’s divorce | 7,200,000 | Weibo, Kuaishou |
| 4 | New breakthroughs in AI technology | 6,500,000 | Zhihu, Bilibili |
| 5 | Winter Outfit Trends | 5,800,000 | Xiaohongshu, Douyin |
2. Why is there no live broadcast on Meipai?
1. Differences in platform positioning
Since its establishment, Meipai has always been"Exquisite short video"As the core positioning, it focuses on female users and vertical content communities. Different from the pan-entertainment content of Douyin and Kuaishou, Meipai pays more attention to the quality and tonality of creation. The strong interactivity and immediacy of the live broadcast function may conflict with its "high-quality" route.
2. Operating cost considerations
Live broadcast business requires high bandwidth costs, content review pressure and anchor operation system. According to public data, the bandwidth cost of live streaming services on leading platforms accounts for up to 10% of the total cost.15%-20%. For Meipai, which has a relatively small user base, the input-output ratio may be insufficient.
3. Different commercialization paths
Meipai’s main source of income is advertising and brand cooperation.Vertical fields such as beauty and clothingThe advertising premium ability is strong. Live streaming e-commerce requires complete supply chain support, which is different from Meipai’s asset-light operating model.
3. User needs and market feedback
| Research dimensions | Proportion of Meipai users | Proportion of users of competing products |
|---|---|---|
| Hope to add live broadcast function | 32% | 68% |
| Pay attention to live broadcast delivery | 18% | 54% |
| Use live streaming to reward | 12% | 48% |
4. Opinions of Industry Experts
Several analysts pointed out:“Meipai’s choice not to do live broadcasts is a differentiated competition strategy.. In the context of comprehensive live broadcasting on platforms such as Douyin and Kuaishou, focusing on the short video content ecosystem can create unique advantages. "Data shows that the average daily usage time of Meipai users in 2023 will remain at28 minutesThis shows that its content model still has a stable audience.
5. Analysis of future possibilities
Although there is currently no live broadcast function, Meipai may respond to market changes in the following ways:
1.Light live streaming in vertical fields: Develop limited live streaming functions for specific scenarios such as beauty tutorials
2.Brand customized live broadcast: Provide exclusive live streaming solutions for advertisers
3.Technology empowers creation: Improve short video production efficiency through AI tools
To sum up, Meipai’s lack of live broadcast is not only the result of strategic choices, but also a reflection of the characteristics of the platform. In the current era of serious homogeneity in the short video industry, insisting on differentiated positioning may be the key to maintaining competitiveness.
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