Is Marketing Change Or Cash In Carnival? Small Market Value Company'S "Net Red Concept"

In the Wind research database, 128 of the 135 research reports on MCN were released after December 2019.

On the two tier market, Saturday, new culture, royal family, and Meng Jie shares have been heated up because of their cooperation with MCN and net red.

According to the twenty-first Century economic report reporter statistics, up to now, there are as many as more than 40 Internet red stocks in the market.

Behind the hot spots, Saturday, Meng Jie shares and many other stocks have been given a reduction plan.

Meng Jie shares announced in the inquiry of the exchange also revealed that the performance contribution of net red goods was only several million, while the market value of prying was up to several billion.

"Please see our announcement in detail, and we will announce the disclosure requirements in the announcement." In June 28th, when the economic report reporter called the investor in twenty-first Century to ask about the related plans of the live broadcast of the goods, several network red concept companies gave similar answers.

How long can this story last?

"Cut leek" routine?

In twenty-first Century, the economic report reporters combed the hot red net concept stocks, and there was no shortage of large cash holdings on the occasion of the stock price climbing.

In May 11th, Meng Jie shares signed a strategic cooperation agreement with the direct seeding organization of the electricity supplier, and will cooperate with Taobao's anchor, Wei Ya, in consumer feedback, product sales, portraiture and public interest.

Subsequently, Meng Jie shares even pulled up the limit.

And during the soaring share price, the real controlling person of Meng Jie shares has been reduced to cash. In May 15th, the company announced the reduction announcement shows that more than 5% of the company's shareholders Wu Jing on May 12th -14 continuously accumulated 6 million shares, the total cash in the vicinity of nearly 35 million yuan. According to the reduction plan, Wu Jing intends to reduce its total holdings by no more than 12 million shares, and the reduction plan is still in progress.

The evening of May 20th announcement showed that during the period from May 12th to May 18th, shareholders of Wu Jing jointly reduced 14 million 199 thousand and 100 shares of the company through centralized bidding and bulk trading, and the proportion of the company holding shares in the total share capital of the company changed from 14.03% to 12.18%.

From Meng Jie's reply to the Shenzhen Stock Exchange, it can be found that most of the cooperation between Meng Jie stock and Qian Xin culture is limited to live selling and brand exposure. The 7 live broadcast sales are only 12 million 813 thousand and 700 yuan, accounting for less than 1% of the total revenue of the company, and the company has also paid 3 million 174 thousand and 600 yuan for marketing expenses.

Such a result has leveraged nearly 4 billion of the market value in the two tier market.

In twenty-first Century, the economic bulletin reporter's statistical reduction announcement found that the net red concept stocks such as Tian Chong fashion, gravity media, new culture, 263, Saturday and Guang Bo share have released relevant announcements before and after the stock price rise.

In addition to Saturday's market capitalization of more than ten billion, the other companies are billions of dollars.

In addition, the fundamentals of most net red stocks are hardly optimistic, and many of them lost money in the first quarter.

For example, on Saturday, the red net concept stocks, which had been popular for a while, started at the end of last year and increased from 7 yuan to 36.56 yuan. However, during the epidemic period, the performance of the direct seeding boom was not satisfactory. In the first quarter of 2020, the company achieved a business income of 336 million yuan, down 21.35% compared to the same period last year, and the net profit loss of its parent company shareholders was 49 million 211 thousand and 500 yuan, down 330.15% compared to the same period last year.

On Saturday, May 29th, the company announced the current business of its subsidiaries and expressed the need to bulk produce production anchors. In the announcement, on Saturday, the company said the company was looking forward to the rapid growth of its network, and the company added more than 200 people.

At present, the network mainly operates three businesses, Internet advertising, social marketing and social service business based on WeChat. Among them, social networking service business will be signed and incubated in the form of cooperation or incubation.

The distant view network has signed artists such as Wong Cho Lam and Cecilia Cheung, while its fans in the short video platform (fast hand, jitter, red book, beep), live broadcasting platform (fast hand, shaking, playing a lot, watermelon video, WeChat live) have more than 200 million fans, and the monthly exposure is more than 2 billion 500 million times. At present, the remote watch network has signed 100 red men and daring people through two forms of autonomous incubation and signing, and the total number of cooperative brands exceeds 500.

As for whether the company will continue to invest in network marketing, its securities department staff responded to reporters on 28 June, according to the announcement disclosure information.

Relay relay

"It's up to Li Jiaqi," he said. Some netizens are so called "net red" concept.

Prior to that, in May 11th, announced the strategic cooperation with the "one sister" Wei Ya with live goods, Meng Jie shares pulled out 8 daily trading boards 9 days from May 12th, and the share price was doubled.

This is so far the latest Internet red concept stocks "highlight".

According to our reporter, MCN has entered the transition period in 2018-2019 years after 2012-2014 years of germination, 2015-2016 years of growth and 2017-2018 years of outbreak.

In the outbreak period, the major platforms launched a content subsidy strategy to attract a large number of red people institutions including the live broadcast platform to transform MCN, and the MCN industry has blowout growth. In the transition period, the dividends of new media industry have gradually subsided, and the industry has entered the transformation stage of survival of the fittest.

The capital market's pursuit of MCN and live goods took place at the end of 2019.

At the end of 2019, the Research Report on MCN of securities companies increased significantly. In twenty-first Century, according to Wind data, 128 of the 135 research reports on MCN were released after December 2019.

At that time, no fear of actual control of the reduction, the original main fashion women's shoes on Saturday in 11 trading days to gain 9 trading boards, the cumulative increase of 158%, the net red concept stocks even pulled up the "first shot". The company's share price was once sold to a high level of 36 yuan, during which it recorded 26 days' 17 magic plates.

The new culture of listed companies has been "hand in hand" and Li Jiaqi has continued to limit.

In January 15th, the new culture (300336.SZ) disclosed that the company signed the strategic cooperation framework agreement with the US wrist (Shanghai) Network Technology Co., Ltd. (referred to as "the US wrist technology"). The two sides will provide customers and integrated marketing solutions to artists in the nationwide according to Li Jiaqi, the artist of the US wrist technology and the new cultural advantage resources, so as to enhance the exposure and budget revenue of the US technology artists. The duration of cooperation is 2020.

Us wrist technology was founded in December 2014. The company has a registered capital of 2 million yuan. The US ONE brand founded by the US wrist technology is an online service platform for a large network of red, entertainers and models. It provides a variety of cooperation opportunities such as shooting, performing, anchors, e-commerce distribution and so on.

The new culture company is mainly engaged in investment, production, distribution and derivative business of content products such as TV dramas and movies, as well as outdoor LED large screen media operation, media resource development and advertising business.

The new culture indicates that if the cooperation is implemented and promoted smoothly, it will contribute to the development of the company's business and is expected to have a positive impact on the company's future business performance.

The news of Li Jiaqi's hand came out, and the new culture lasted for two consecutive days.

After that, in January 17th, the new culture disclosed the announcement of abnormal fluctuations in stock trading. On -22 January 20th, new culture stock continued to rise, and its market value soared about 2 billion yuan in a few days.

In May 19th, the Great Wall Film Co., whose market value was less than 1 billion yuan, announced that it had joined the Red Net anchor army. It announced that it signed a strategic cooperation agreement with Hangzhou Zhicheng ten Party Network Technology Co., Ltd., which will expand the new retail supply chain ecosystem of "net red + live + short video", sign the famous net red, the famous movie stars and hatch its own net red, and sell the clothes with "brand live" with the brand enterprises. Business.

In May 20th, the *ST the Great Wall, which was basically worried, recorded a daily limit of 1.74 yuan.

Wisdom shares are also announcing the plan to increase the layout of the project by nearly 1 billion 700 million yuan after the layout of the live eco platform.

In the same period, the most popular net red concept stocks were Meng Jie shares. After the announcement of cooperation with "live one sister" Wei Ya, as of May 20th, Meng Jie shares had been trading for 7 consecutive days. Since May, the stock price has increased by 117%, and the dynamic P / E ratio has been 110 times, far exceeding the 41 times of the industry average, and its market value has doubled. However, in the exchange inquiry and reduction announcement, Meng Jie shares plunged after that, closing at 5.98 yuan / share as of June 24th, compared with the stock price high 10.12 yuan / share fell 4.

Speculation will stop?

Hot money has strong speculation atmosphere.

For example, Dongfang Fortune Securities Limited by Share Ltd Lhasa East Ring Road second securities business department has boarded the list of Saturday and Meng Jie shares.

In May 21st, it bought 15 million 290 thousand on Saturday and sold 6 million 930 thousand. Saturday fell 9.13% on the day, closing price of 20.11 yuan / share. In May 29th, it bought 11 million 640 thousand of Meng Jie shares, sold 14 million 590 thousand, Meng Jie shares rose 6.91% on that day, closing price of 7.89 yuan / share.

More than half a year's net red concept has gradually cooled down.

In June 27th, Pei Pei, an analyst of the securities industry of the state securities company, wrote in an article entitled "the pursuit of MCN in the capital market should end forever". "In the past six months, the pursuit of MCN concept in the capital market has been seriously exaggerated."

The net red concept of the listed company's performance, the announcement revealed that the live goods brought about by the actual performance increments, it is also difficult to say optimistic.

Shen Meng, executive director of Xiang song capital, believes that the net red concept is a round of bubble operation formed after the media has reported substantial coverage of the capacity and income of some head business anchors, because the late net red concept has limited promotion to business revenue in addition to fluctuations in the two tier market.

Webcast is indeed a new marketing method at the beginning, which is a supplement to the traditional sales mode. However, as the enthusiasm of the parties continues to rise, it seems that the red belt has become the main selling force, but in fact it is only because of epidemic factors that such temporary measures have to be taken, which can not completely replace the traditional sales mode, and not all commodities are suitable for the net red belt. Goods.

"Some of the commodities that live directly with goods are brand goods, but they are not net red goods, that is, they are difficult to satisfy the sales channels, which are very popular through e-commerce and online." Gong Tao, chairman of Shenzhen Jinhua creation fund, admitted to reporters.

It believes that the net red belt has limited power to its sales, and it needs to pay a higher cost. For the net red stock investment, we should pay close attention to its actual performance assistance.

The interim report has not yet been released. Compared with last year's annual report and a quarterly institutional position, although the two tier market is hot, the entry of institutions is quite cautious.

Take the new culture as an example, in the first quarter of this year, the ten largest shareholders were new shares of Haitong stock (holding 0.95%) and Bank of communications Schroder's new economic power (holding 0.87%), but MORGAN STANLEY & CO. INTERNATIONAL PLC and JPMORGAN CHASE BANK, the top ten largest shareholders in 2018-2019 years, have all been reduced and withdrawn.

The 2019 annual report holds 421 portfolios of the social security fund, which is no longer among the top ten shareholders in the first quarter of 1.47%.

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