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Media Industry Weekly: Ladder media continues to improve, focusing on low-value games, film and television, and marketing opportunities

Release Time:2022-05-14 Topic:How is Huajin Securities ranking? Reading:8 Navigation:Stock Liao information > Technology > Marketing > Media Industry Weekly: Ladder media continues to improve, focusing on low-value games, film and television, and marketing opportunities phone-reading

" Featured Summary: On March 5th, in the national comics rankings, "Douluo Continent", "The Moon in Qin Dynasty" and "Snow Eagle Lord" ranked the top three in popularity. The broadcast platforms are Tencent Video, Youku, and Tencent Video, which will be released in January 2018/October 2020/December 2018. ◆Investment advice: Marketing sector: Focus on the leading media in the life circle - Focus Media, local intelligent marketing Faucet - blue cursor. ①CTR data display,."

1. Investment points ◆Market Review: SW Media rose 2.33% last week, outperforming the CSI 300 Index by 3.72 percentage points.

2. In terms of molecular sectors, Internet media rose 4.01%, cultural media rose 2.00%, and marketing media rose 0.09%.

3. In the education industry, the A-share Education Service Index (882574.WI) rose 1.73% last week, outperforming the CSI 300 Index by 3.12 percentage points; the Hong Kong Stock Education Index (887671 .WI) fell 1.06%, underperforming the Hang Seng by 1.46 percentage points.

4. ◆Media industry news: Games: On March 6, 2021, in the free games of mobile IOS China, "Lantern and Dungeon", "Honor of Kings" , "Return of the Dungeon - Awakening of the Gods" ranked the top three; among the paid games, "Aotian Juejian - 3D Large-scale Action Immortal Cultivation Mobile Game" ranked first.

5. As of March 7, the number of reservations for "League of Legends Mobile Games" ranked first in the Android and iOS game reservations list, with a TapTap score of 9.5, and the number of reservations exceeded 4.27 million people.

6. Film: From 2021-03-01 to 2021-03-07, the national box office totaled 695 million yuan, with a weekly box office decrease of 59.1% month-on-month, and 18.01 million viewers in a single week People, down 56.75% month-on-month, "Hello, Li Huanying" ranked first in the single-week box office and cumulative box office with 266 million/5.092 billion.

7. The monthly box office in February 2021 was 12.268 billion yuan, as of February 2021 The cumulative box office was 15.597 billion yuan.

8. The average ticket price from New Year's Eve to the sixth day of the lunar calendar in 2018/2019/2021 is 39.1/43.6/47.0 yuan, respectively. From the seventh to the twenty-fourth day of the first lunar month, the average ticket prices are 36.4/39.7/40.6 yuan respectively, and the upward trend of 2021 movie ticket prices will continue after the Spring Festival.

9. In the 8th week of 2021 (February 22 to February 28), Wanda Cinemas, Guangdong Dadi, and China Film Digital accounted for the box office Top three.

10. In January 2021, Wanda Cinema, Guangdong Dadi, and Shanghai United rank in the top three at the box office, with 818.7/942.06/557.1 viewing sessions respectively Thousands of shows, the number of viewers was 1336.77/882.21/6.4781 million, and the box office was 4.78/2.9/241 million.

11. TV Dramas & Variety Shows & National Comics: From February 26th to March 4th, in terms of all-day ratings of provincial satellite TV, Hunan Satellite TV, Zhejiang Satellite TV and Jiangsu Satellite TV Ranked in the top three, in terms of ratings of the top five TV dramas, Hunan Satellite TV's "Ideal Life of Love", Jiangsu Satellite TV's "Liu Li", and Zhejiang Satellite TV's "Eye of the Storm" ranked the top three.

12. February 22-28, the top five TV variety shows On the other hand, Zhejiang Satellite TV's "Ace Card" aired on Friday.Against Ace" ranked first, with a rating of 2.941%.

13. In the ranking of online dramas on March 5th, "Brilliant Heart Like Jade", "My Son-in-law" and "Ling of Mountains and Rivers" ranked the top three in popularity, and the broadcast platforms were Tencent Video, iQiyi, and Youku will all be released in February 2021.

14. On March 5th, in the national comics rankings, "Douluo Continent", "Qin Shi Mingyue's Crossing the Sea", "Snow Eagle Lord" ranked the top three in popularity , the playback platforms are Tencent Video, Youku, and Tencent Video, which will be released in January 2018/October 2020/December 2018.

15. ◆Investment suggestion: Marketing sector: focus on the leading media in the life circle - Focus Media, and the leading local intelligent marketing - Blue Cursor.

16. ① According to CTR data, in January 2021, the advertising market calls were -2.0% year-on-year and -9.5% month-on-month, and elevator TV/posters increased by 19.8%/27.2% year-on-year. In December 2020/January 2021, the cost of cinema advertisements increased by 7.1%/10.1% year-on-year. The recovery trend of cinema advertisements is remarkable, and the prosperity of ladder media continues. Focus Media is expected to continue to benefit.

17. ②The marketing logic in the Internet era has undergone great changes, and Blue Cursor has been steadily advancing since its listing in 2010 Digital and intelligent comprehensive layout, relying on the blue label digital integrated marketing basics, with three growth points of overseas marketing, short video marketing, and wake-up business. % to 12.61%, with a net profit of 550 to 600 million yuan after deducting non-return to the parent, a year-on-year growth rate of 21.26% to 32.28%.

18. Short Video & Long Video & Derivatives Track: The rise of short video tracks represented by Douyin and Kuaishou drives the trend of surrounding ecological companies. It is recommended to pay attention The blue cursor for short video marketing related targets, the long video track focuses on Mango Supermedia, and the derivatives track focuses on Bubble Mart.

19. According to iiMedia Research, the scale of China's short video market in 2018/2019/2020 was 116.9/828.2/140.83 billion yuan, respectively, with a year-on-year growth rate of 109.5%/ 608.5%/70.0%.

20. The blue cursor short video business has grown rapidly, with a nearly 10-fold increase in 2019 compared to 2018, with operating income exceeding 2 billion yuan.

21. We predict that in 2020, the company's short video business may achieve a growth rate of over 100% compared with 2019, reaching a revenue scale of 5 billion to 6 billion yuan. It is expected to become the second business line of Blue Cursor that exceeds 10 billion yuan.

22. Games: A-share major listed game companies Sanqi Interactive Entertainment, Perfect World The current valuation has dropped significantly compared with 2020Q3. Due to the high base of revenue and profit in 20Q1, the expected growth rate of performance may increase or usher in an inflection point around the first quarterly report; the approval results of the first batch of domestic game version numbers in March showed that 86 games were released. Among the approved games, products from well-known manufacturers such as Tencent, Sanqi, Giant, iQiyi, Xinxin, and Youzu are listed, and a number of media-related ETF funds have been issued and listed recently. It is recommended to focus on Sanqi Interactive Entertainment, Tencent, NetEase, Gigabit, Perfect World, etc.

23. Sanqi Mutual Entertainment welcomes a number of positives. "Douluo Continent: Soul Master Showdown" won a version number in March, and a fixed increase of 2.933 billion yuan will benefit game development and The construction of cloud game platforms and products such as "Puzzles & Survival" ranked No. 8 in the global revenue ranking of Chinese mobile game manufacturers in February.

24. Film and television sector: This year's film Spring Festival stalls will "rise in both volume and price", and the average ticket price after the 2018/2019/2021 Spring Festival stalls (the seventh to the twenty-fourth day of the lunar calendar) They were 36.4/39.7/40.6 yuan respectively, and the upward trend of fares continued.

25. The core logic is the supply of high-quality content in the film and television sector. As of March 9, "Hello, Li Huanying" ranked second in the Chinese mainland box office with high reputation, accumulative The box office exceeds 5.1 billion, and the demand for high-quality content is strong; in the relatively low season from March to April, there are still many high-quality films such as "The Eleventh", "My Sister", "Tomorrow Will Be Good" and so on. It is expected that the whole year of 2021 There are plenty of high-quality movies.

26. It is recommended thatPay attention to Maoyan Entertainment, Wanda Films, Hengdian Film and Television, etc., which have a two-way layout of content and channels.

27. ◆Risk warning: The performance of video games and other content is lower than expected, the risk of lowering the valuation of the education industry, the overall downside risk of the industry, policy risk, and goodwill impairment risk , liquidity risk, risk of market changes.

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