Key points of investment:
The influencer economy has risen to prominence, and Huayi Jiaxin has built “celebrity and celebrity marketing” with big content+big data as the core
The system. The influencer economy has begun to rise in recent years. The estimated output value of the influencer industry in China has exceeded 58 billion yuan, and there is still plenty of room for expansion in the influencer economy. The influencer economy has brought about profound industrial changes in terms of changes in industrial processes and the impact of industry and consumption. In order to adapt to the trend of the times, the company actively expanded influencer marketing on the strategic layout of “big data+big content”, built influencer platforms including Storm, YOKA, SIGNAL, Huayi Xinbang, etc., relied on business segments such as YOKA and SIGNAL to provide continuous content ideas, and continuously achieved optimization and upgrading through diverse monetization channels.
Content celebrity marketing, teaming up with YOKA and Storm to tap high-quality influencer resources. Huayi Jiaxin has more than 200,000 amateurs as influencer reservists, and YOKA will also search for influencers across borders. Furthermore, the company reached a strategic partnership with Storm to obtain a large number of high-quality influencer resources upstream. Storm has 5 subsidiaries, 5 offline anchor studios, and 6 strategically cooperated offline anchor studios. It has signed more than 2,000 online influencers, and has sufficient reserves of influencer resources. At the same time, the company will draw on SIGNAL's international training system and work with partners to train Internet celebrities to ensure an adequate supply of influencer resources from the source.
PR celebrity marketing, launch the Disney Influencer Live 2.0 Program. The company injects influencer elements into marketing, closely integrating influencers with marketing events. Through influencers and live streaming, precise planning that closely combines storytelling and products is carried out to form a live marketing event in which influencers participate. At the same time, the combination of various influencers, including popular influencers, professional influencers, and beautiful influencers, closely combines their high interactivity, topicality, and product characteristics to provide services for the company's integrated marketing content. Furthermore, live streaming content is combined with major social media and traditional media to expand communication effectiveness.
Digital Red Marketing, development of “Global Digital Entertainment Brokerage Service+Digital IP Derivative Resource Operation” solution.
Huayi Jiaxin has launched a global digital brand entertainment marketing solution. On the one hand, it provides entertainment brokerage services by integrating Red Resources (KOL digital resources), Red System (programmatic social marketing platform) and Red Data (big data application); on the other hand, it relies on popular resource ecosystem packages such as “China's New Song” and “13 Invites” interview celebrities to operate digital IP derivative resources and build a programmatic social marketing platform and a trading platform for social marketing programs.
Profit forecast: We expect the company's EPS for 2016-2018 to be 0.33 yuan, 0.41 yuan, and 0.52 yuan respectively. Considering the blue cursor of companies in the same industry ~ Inji Media's unanimous prediction of PE 25 to 61 times in 2016, we gave the company 45 times PE in 2016, corresponding to the target price of 14.85 yuan, maintaining the purchase rating.
Risk warning: Business integration risks, industry competition intensifies, and performance promises fall short of expectations.
