Miaopai

The core of Miaopai's business is a mobile application that allows users to create, edit, and share short-form videos. Initially focused on 10-second clips, the platform later expanded to accommodate videos up to five minutes long. Users can enhance their content with a variety of editing tools, including filters, themes, music, and special effects. The service was designed to be data-efficient, a key consideration for mobile users in China. Beyond user-generated content, Miaopai also integrates live streaming, featuring popular broadcasts from Yizhibo, a live-streaming platform also owned by Yixia Technology.

Miaopai's revenue model is multifaceted, primarily relying on advertising and strategic partnerships. The platform generates income by showing ads and collaborating with brands and influencers for sponsored content. Another revenue stream comes from a virtual gift system within its live-streaming feature, where users can purchase and send gifts to content creators. The company attracted substantial venture capital from investors including Sequoia Capital, Kleiner Perkins, and Sina Weibo itself, which fueled its growth and technological development in a competitive landscape against rivals like Meipai and later, Douyin (TikTok).