Chinese video-streaming platform iQiyi launched a product called "Zhanyan" in January, focusing on the content, social networking and marketing of the trendy makeup field.
App Annie data shows that Zhanyan launched the first IOS version on January 3 and has iterated a total of 6 times so far.
The developer of the product is Beijing Qiyi Century Technology Co., Ltd., which is also almost all iQiyi's applications Gong Yu, the founder and CEO of iQiyi, and Wang Xiaodong, the CFO, respectively serve as the company's managers and executive directors, as well as supervisors.
Zhanyan's text trademark and logo trademark have been applied for registration in November and December 2019, respectively.
As of now, Zhanyan App still requires a specific invitation code to register for use. However, since February 8th, Zhanyan has broadcast a number of stars' Valentine's Day greetings preview videos on its official Weibo.
Fans can register for Zhanyan by entering the designated invitation code to watch the full version of the blessing video.
In other words, Zhanyan App hopes to attract the first group of key fans to attract fans. The five stars who joined during the 8th and 13th are all men, including Huang Zitao, Wu Lei, Yan Yalun, Li Jiahang, and Wang Dongcheng.
The opening language of Zhanyan App is: when you open it, it will look better. After opening the app, it is not difficult to find that users can show their makeup through graphics, short videos and even live broadcasts, and can add tags or topics about related products.
It is worth mentioning that Zhanyan App specifically mentioned in the introduction of the use that "certified KOLs will have a commission reminder when adding products." This commission system that replaces cooperation with brand advertising may be a differentiation of the product. One of the ways.
Somewhat unexpectedly, Zhanyan App launched the “Mall” section before the platform was launched and had not yet accumulated enough users and traffic. The form of sale was no different from other platforms, that is, the brand 's flagship store was used to present products. According to the introduction of the "Brand Pavilion", as of press time, a total of 51 domestic and foreign brands have entered the platform.
In addition, the content mentioned in the product introduction of Zhanyan App also includes the background makeup content of celebrities, IP products co-developed, and so on.
Another noteworthy detail is that Zhanyan App seems to be the point where iQiyi strives to make a breakthrough in the field of e-commerce. Its official WeChat public account ID is "iQiyi mall".
iQiyi has previously updated a product called "Huangyao" in December 2019-"a short video platform that gathers young and trendy categories such as rap hip-hop, live bands, and extreme sports", focusing on 360 degrees New shooting and viewing technology for rotating videos.
There are various indications that, in the short term, the core long video platform does not have much growth and imagination, iQiyi tries to obtain more high-viscosity users by trying a variety of vertical applications.
iQiyi shares went down 2.5% in pre-market trading.