Written by | He Chang
Edited by | Dong Yuqing
Recently, Mango Super Media released its third quarter financial report for 2022. The total revenue in the first three quarters was 10.239 billion yuan, a year-on-year decrease of 11.97%; the net profit attributable to shareholders of listed companies was 1.678 billion yuan, a year-on-year decrease of 15.24%. Among them, revenue in the third quarter was 3.524 billion yuan, and net profit attributable to shareholders of listed companies was 487 million yuan, both of which were down year-on-year.
In this regard, Mango Super Media stated that due to the downward trend of macroeconomic and the COVID-19 epidemic, the Internet advertising industry has suffered a major impact. The advertising business revenue in the first three quarters fell by 26.33% year-on-year - this also caused a certain drag on its overall performance.
From the perspective of revenue structure, Mango Super Media’s main business includes Mango TV Internet video business, new media interactive entertainment content production and content e-commerce business, etc. As its core main platform, advertising, membership and operator business constitute the "three pillars" of Mango TV's Internet video business. Although the specific data has not been released, the financial report mentioned that in the first three quarters, the revenue of Mango TV membership business increased by 7.83% year-on-year; in the first three quarters, the revenue scale of Mango TV operators increased by 16.39% year-on-year; by optimizing the charging model, the operator's provincial users' new recruitment effect is obvious, and the "Mango Card" launched in cooperation with China Mobile has been launched in many provinces across the country.
New media interactive entertainment content production business covers content production and operation, artist brokerage, music copyright, IP derivative development and real-life entertainment businesses. Among them, as of the end of the second quarter, it had 128 contracted artists, and nearly 1,800 album music and film and television variety shows music library. In addition, the MCITY offline immersive experience hall relies on variety shows such as " Star Detective " and " Escape Room ", to achieve the extension of IP from online to offline, and is gradually building through the synchronization of the VR matrix to gradually connect the layout of VR with virtual people.
As for content e-commerce business, it consists of HiTegou business segment and Xiaomang business segment. The former is a media e-commerce that has transformed from traditional TV shopping, and the latter is launched based on long videos, mainly aimed at young people, and is positioned as a "new trendy domestic content e-commerce platform." At present, the Xiaomang App Mall section covers 12 vertical categories including clothing, accessories, food, beauty, home appliances, digital, trendy toys, etc. Since its launch in January 2021, Xiaomang E-commerce has chosen the "content + e-commerce" route, combined with community creation, and while expanding national trend brands, it incubates more "Mang brands", and the two major platforms of Hunan Satellite TV and Mango TV have also become its main channels for promotion. At present, in the Xiaomang App, the location of "content" is before the "mall".
In fact, when Mango Super Media's 2022 semi-annual performance report was disclosed, its content e-commerce business revenue was 940 million yuan, which has become its second largest revenue segment, second only to the Internet video business.
Looking at the entire long video industry track, advertising used to be the most important source of income, but because it is closely related to the external environment and industry development, relying too much on advertising business is equivalent to "putting eggs in one basket." Subsequently, under the background of emphasizing service and experience, the membership business grew and grew. Taking iQiyi as an example, since 2018, member business revenue has come from the top and has become the mainstay of total revenue. However, when user growth tends to stabilize, how to increase the ARPPU (average revenue per paid user) value will be upgraded to a problem faced by all platforms.
pic/Xiaomang e-commerce
e-commerce is a path extended based on content. On the one hand, diversified monetization channels help improve corporate market imagination; on the other hand, some trendy toy categories extended by content IP also have a considerable audience. Of course, because it is still in its early stages of development, Xiaomang E-commerce still has further room for traffic conversion and user retention. At this year's semi-annual report performance briefing, Mango Super Media's management said when talking about the new businesses that are most likely to make major breakthroughs, "The first is the content e-commerce business." In its opinion, Xiaomang E-commerce will be the business segment that the company is most likely to make breakthroughs. "The entire Xiaomang E-commerce has good independence, and the entire operation is gradually improving its efficiency."
, and there are many content platforms that increase e-commerce. Recently, B website launched a "shopping" area in its live broadcast partition. In this area, the live broadcast room fully released the shopping "small yellow car" function. In addition to members purchasing goods, its product pools are all from third-party platforms such as Taobao, JD , etc., which is exactly the same as the early Douyin and Kuaishou live broadcast rooms. At present, it has become the "consensus" of the content platform to give full play to its own traffic value and open up commercial paths. With this as a premise, for it, the improvement of the supply chain and user experience will also become the focus that needs to be considered next.
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