• Target market/ Market segmentation:

From the first Meitu phone named MeituKiss launched in May 2013 to Meitu V6 in November 2017, the target customers of this series of products did not change a lot, focusing on female customers, and putting expecially emphasis on female customers between the ages of 18-25, 69.6% Meitu phone customers from this age group ^{[1] [2]}.

Meitu phones are marketed for their cameras, all unique selling points including photo advanced beautification ^[3], Smart fill light automatically and optical image stabilization ^[4] were developed to meet target customers' needs, furthermore, the release of limited edition versions(like Meitu M8 cartoon editions ^[5]) also catered to customers'fancy, the understanding of the target customers was the basic of Meitu products' designing and functions development ^[6], as the founder and CEO of Meitu, Xinhong Wu presented that Meitu phones designing more focus on user selfie experience ^[2]

• Marketing Strategy - Price:

Meitu adopt premium pricing in phones selling ^[7], towards Meitu phones' high price, Meitu company said that the pricing was based on better user experience offered from their products, and the CEO Xinhong Wu expressed that Meitu phones' customers are insensitive to price, when the Meitu V6 introduced in 2017, part of people cannot understand the price starts at RMB 5,099 (around USD 805) ^{[8] [9]}.

• Marketing Strategy - Distribution(or Place):

Online selling mainly without official physical stores,but Meitu phone has its offline experience Shops, and cooperating with Chinese famous online retailers such as Taobao and Suning.

• Marketing Strategy - Digital marketing and Promotion:

1. Sales promotion:Meitu phones' online selling platforms only run sales promotion in some festivals, activities including discounts, online coupons and freebies, all Meitu phones released with limited amount, such as only 20,000 M8 cartoon limited-edition be sold in May 2017 ^[10], so the promotion intensity on online selling platforms is always weak, the company mainly use hunger marketing to inspire customers' purchasing desire ^{[7] [11]}.
2. Digital marketing:Meitu company used digital marketing as the method for products promotion, approaches they adopted including search engine optimization (SEO), search engine marketing (SEM), through mobile phone apps and social media marketing.

Meitu company cooperates mainly with Baidu search engine, which targets market in Mainland China, and started the formal cooperation with Google DoubleClick for Publishers from September 2017 and the cooperation targets potential customers in Hong Kong ^[12], furthermore, with regard to marketing through mobile phone apps, Meitu company made use of their own brand apps to promote their phones like MeituPic, BeautyPlus and Meipai, and advertising formats including banners ads, pop-up ads and short video ads, but these apps as advertising platrofms not promote their own products only, but also undertake other brands' advertisements like Snickers's advertisement in Meipai ^{[13] [14] [15]}.

Meitu phones' advertising mainly through social media platforms like Baidu Paste Bar and Sina Weibo in mainland China, the company invited Angelababy, a famous Chinese actress as the brand ambassador ^[16], moreover, Meitu phones are used by thousands of celebrities (most of them are famous stars and bloggers) ^[17], the popularity of Meitu phones within these celebrity customer group improved the product's awareness, and made the product be more topical within social media platforms ^{[18] [19]}.

Celebrity customers have been making contribution in Meitu phone promotion within Sina Weibo, all of them with millions even tens of millions of followers, like the brand ambassador Angelababy, she has more than 8500 million followers in Weibo, while the phones' types could be shown when users post information in Weibo, so when these celebrity customers post Meitu phones' advertisements or use Meitu phones to post other messages, their followers could capture Meitu relevant information ^[20], and during the process, the Meitu phone has been promoted, and these famous people's participating also create positive celebrity effect, which could help the Meitu phone grab press attention and improve product's awareness ^[21].