从工具到社交：颜值经济背景下美拍企业的电商化转型路径研究

From Tools to Social Interaction: A Study on the E-Commerce Transformation Path of Beauty Photography Enterprises in the Context of Beauty Economy

摘要: 在颜值经济崛起与移动互联网流量红利见顶的双重背景下，以美图秀秀为代表的美拍企业面临工具属性带来的用户粘性弱、变现渠道单一等困境，以及行业同质化竞争的压力。本文采用案例研究法，以美图公司为核心分析对象，探究其电商化转型路径与内在逻辑。研究发现，美拍企业的转型遵循“工具–社交–电商”的三级跳演进模式，转型成效显著。研究结论表明，技术创新、用户需求洞察、全球化布局与多元化商业模式是美拍企业转型成功的核心要素，其经验可为同类工具型App提供参考。未来，AIGC技术应用、全球化深化、订阅制普及与产业生态协同将成为美拍企业的主要发展趋势。

Abstract: Against the dual backdrop of the rise of the beauty economy and the peaking of mobile internet traffic dividends, beauty photography enterprises represented by Meitu Xiuxiu face predicaments such as weak user stickiness and a single monetization channel stemming from their tool-based attributes, as well as pressure from homogenized competition within the industry. Employing a case study approach, this paper takes Meitu Inc. as the core analytical subject to explore its e-commerce transformation path and underlying logic. The research reveals that the transformation of beauty photography enterprises follows a three-stage evolutionary model of “Tool-Social-E-commerce”, with notable transformation outcomes. The findings indicate that technological innovation, user demand insight, global layout, and diversified business models are the core elements contributing to the successful transformation of beauty photography enterprises, and their experiences can serve as a reference for similar tool-based applications. Looking ahead, the application of AIGC technology, deepening globalization, the popularization of subscription models, and industrial ecosystem collaboration will emerge as the key development trends for beauty photography enterprises.