Recently, 1119.HKThe announcement of capital increase and share expansion will mainly distribute new shares to the management of the company and Tencent, an important shareholder.

Generally speaking, the increase of shares held by management and old shareholders is based on the optimistic long-term development prospects of the target company, and this placement plan of Dreamland is obviously the same logic.

Tencent is the largest institutional shareholder of Dream World, and has been strongly supporting the development of Dream World, which has handed over the exclusive agency rights of a number of games to Tencent. Tencent a number of executives, but also to participate in the strategic planning of Dream World.

2020年Tencent vice president and Timi Studio group president Yao Xiaoguang, Tencent vice president and photon studio group president Chen Yu were appointed as non-executive directors and members of the company's strategy committee, respectively.Participate in the company's long-term strategic planning.

By 2021, the cooperation between the two sides will be further increased.

The two sides cooperate to increase the code.

In March 2021, Dream World was licensed by QQfamily IP; in July, the first national QQfamily flagship store jointly built by the two sides opened in Happy Coast, and the QQfamily flagship store superimposed the trend play business, which was also the first time that Chuangmentian entered the trend game business.

In September, Dream World issued a notice revising the intellectual property cooperation framework agreement with Tencent, which shows that the two sides will expand the scope of intellectual property cooperation. The new contents of the revised cooperation framework agreement include "operating Tencent's own or cooperative brands, IP and other products or services." Including development, creation, production, online and offline promotion and sales, combination of goods and services with Tencent's own or entitled to use, etc. "

In October, Dream World announced that under the 2021 intellectual property Cooperation Framework Agreement, the two sides will jointly hold QTX Fashion Show, including, but not limited to, Fashion Fair, Artist Forum, Handicraft Workshop, artists'on-site creation, Live Show, White Model Exhibition and other activities.

In November, 1119.HK issued an announcement authorized by Tencent's "QQ series images". According to the announcement, Dream Tiandi is authorized to use "QQ Series Image" to plan, produce and sell trendy products, including online and offline channels confirmed by Tencent, including, but not limited to, its own channels and distribution channels in cooperation with third parties.

With the continuous authorization of QQfamily IP, the cooperation of QTX and the product license of "QQ Series Image", it can be clearly observed that Chuangmeng can continue to undertake Tencent's high-quality IP resources and accelerate the construction of its "design-production-sales" whole process tide play industry chain, and the cooperation between the two sides is getting deeper and deeper.

At the end of November, Dream World announced that it would place new shares to management and Tencent. Tencent began to bless Dream World with real money and silver to support the development of Dream World. It is not difficult to predict that Tencent's blessing will be mainly used for the development of tide play business.

In terms of online store channels, Dream World has opened up the standard single-store model and is actively carrying out large-scale expansion.

The acceleration of tide play business

According to the company's financial report, the offline store of Chuangmentiandi has formed a mature single-store revenue model. The QQfamily flagship store has earned 2.17 million yuan in revenue after only one month of operation, and the new trend play business is eye-catching, accounting for about 50% of sales. In addition, the standard store deduction model shows that at present, the monthly income of the fashion play business of a single store in Dream World can reach 500000 yuan.

Considering that the offline store of Chuangmentiandi is in the stage of high-speed laying, this fund-raising will also supplement the capital strength of Chuangmeng and directly benefit the offline business development of Chuangmeng.

After all, in the Chao play retail industry, the larger the retail channel, the larger the sales scale, which can help enterprises to enhance their bargaining power by virtue of scale advantages in IP cooperation, supplier negotiation and other links, and continue to strengthen the industry influence of enterprises.

The strength of the dream world at the IP end of the tide is also worthy of attention. According to the single store model deduced above, it is not difficult to see that at present, the gross profit margin of the dream world tide play business is about 35%, while the average level of the industry can reach 65%. Therefore, the gross profit margin of the dream world tide play business still has a lot of room to rise. this space comes from the construction of the closed-loop ecological chain of the tide play industry, especially to the upstream IP end.

But it is very difficult to build a top IP in a short period of time. On the one hand, of course, we need a good team of creativity and designers, on the other hand, a good IP also needs time to nourish it in order to make a deep impression on the psychology of the audience. The world's top IP, such as Walt Disney Company and Marvel, is undoubtedly not the product of high-quality content + time polishing, and perhaps because it is rare, top IP is also the core competitiveness of all content companies (such as trendy play).

Tencent has been deeply cultivated in the entertainment industry for many years, and has accumulated rich designer resources and boutique content reserves. IP such as Tencent Penguin also has advantages in audience awareness and industry influence, which can effectively help Dream World link more high-quality designer resources and enhance brand recognition among consumers and designers. Therefore, in cooperation with Tencent, Dream can quickly open the situation on the IP side.

For example, through the cooperation of QTX Fashion Show, and obtain the license of "QQ series image".

QTX Fashion Show has been very influential in the fashion play industry, and many leading enterprises and designers participate in it every year to jointly explore and lead the trend of the tide play industry. With the help of QTX Fashion Show, Dream World is able to contact the domestic Chao play design team and suppliers of Chao play production links, enhance the ability of IP development and transformation, and improve the company's "IP design-production-sales" industry chain layout.

To obtain the "QQ series image" is to directly enable Chuangmeng to gain a very profound head of Volkswagen IP, which can help Chuangmeng reach the largest range of potential users at the beginning of the tide play business, attracting new users to stop at the Dream Tide play store, with a powerful drainage effect.

QQ image is one of the hallmarks of the Internet in China, and it has irreplaceable significance in the growth experience of many netizens. According to the relevant data, the peak number of monthly active users of QQ reaches 900 million.

Generally speaking, Tencent spared no effort in supporting Dream creation. Previously, it was a tilt in high-quality IP resources, but this capital increase is a direct blessing of real gold and silver. To some extent, it also shows that Tencent attaches importance to Chuang Meng offline business and long-term confidence. Tencent is willing to be a long-term investor in Dream creation.

It can be believed that through the continuous and in-depth cooperation with Tencent, it is helpful to accelerate the construction of the "design-production-sales" whole process tide play industry chain, and it is optimistic that the dream tide play business will step into the fast lane of double growth of scale and profitability.