This article comes from WeChat public account: Entertainment Capital (ID: yulezibenlun) , author: Blue Lotus Jingmu, title figure from: Oriental IC
Whenever a listed company that has taken on the concept of “Internet celebrity”, the stock price is like a rocket.
Yuanyou shoes brand has set daily limit of 13 times a month on Saturday, just because of “taking up with Li Ziqi”, it has acquired MCN company Yaowang network; near textile company Mengjie shares, 7 consecutive daily limits from May , Only because of a cooperation agreement related to Wei Ya.
The Great Wall Film and Television, which had a continuous daily limit of yesterday and today, is a proper “demon stock”-a loss for two consecutive years, which has been continuously tested on the edge of delisting, with a market value of only about 1 billion yuan. Because of the recent announcement that it will create a “net red ecosystem, combined with the new retail industry chain to bring goods”, the stock price has ushered in 5 daily limit boards.
Entertainment capital theory found that there are as many as 44 listed companies in the A-share market, claiming to be related to the “Internet celebrities”, “live streaming” and other businesses.
Wind and other third-party organizations have specially compiled the “Celebrity Economic Index”, which covers the trend of dozens of celebrity concept stocks.
Can the celebrity economy really make the performance of listed companies skyrocket? Obviously not.
44 “Celebrity Concept Stocks”, how relevant is it to the celebrities?
In order to study what “net celebrities” bring to these companies, we looked at the quarterly reports of these 44 “net celebrity concept stocks.” As a result, of the 44 companies, 16 had a net profit loss in the first quarter of this year, 15 had a decline in net profit, and only 13 companies had achieved a net profit increase.
Among the 13 companies that have achieved profitable growth, 6 have backgrounds in entertainment, film and television media, and are involved in MCN, live broadcasting and other fields to expand their business segments.
For example, traditional entertainment film and television companies such as Mango Hypermedia, Light Media, Huace Film and Television, and Sanqi Huyu. Relying on the advantages of film and television production, they built short video platforms or acquired MCN institutions. Its main business is strong.
Of course, there are also a few companies that belong to the FMCG category. They broadcast goods through live broadcasts to increase sales on e-commerce platforms, such as Yujiahui, Jinziham, and Antarctic. Business, etc., the performance in the first quarter has different levels of net profit growth.
The growth in the performance of these companies is mainly due to the substantial increase in online sales revenue. For example, the Antarctic e-commerce net profit in the first quarter was 128 million, an increase of 5.28% year-on-year; Jinzi ham increased by 53.34% year-on-year, and the net profit was 48.88 million yuan.
Live streaming is not a golden oil to save sales
The listed company behind Yunifang, Yujiahui, is a typical case.
In the whole of 2019, Yujiahui and Li Jiaqi and other more than 1,500 Internet celebrity anchors cooperated, and the total number of live broadcasts exceeded 8,000.
However, in the first three quarters of 2019, the sales of products involved in the co-hosting of the celebrities of Royal Family Exchange accounted for only 4.02% of the company’s operating income.