主营介绍

  • 产品类型:

    楼宇媒体、影院媒体

  • 产品名称:

    楼宇媒体 影院媒体

  • 经营范围:

    信息技术咨询服务;软件开发;计算机网络系统工程服务;网络技术的研究、开发。

主营构成分析

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营业收入 X

单位(%) 单位(万元)
注:通常在中报、年报时披露 
业务名称 营业收入(元) 收入比例 营业成本(元) 成本比例 利润比例 毛利率
按行业 日用消费品 16.64亿 23.40% - - - -
互联网 15.59亿 21.92% - - - -
交通 10.55亿 14.84% - - - -
通讯 10.10亿 14.20% - - - -
房产家居 5.39亿 7.58% - - - -
娱乐及休闲 4.54亿 6.39% - - - -
杂类 4.41亿 6.21% - - - -
商业及服务 3.88亿 5.46% - - - -
按产品 楼宇媒体 57.76亿 81.24% - - - -
影院媒体 11.96亿 16.83% - - - -
其他 1.38亿 1.94% - - - -
按地区 华东 25.22亿 35.47% - - - -
华北 15.19亿 21.37% - - - -
华南 14.58亿 20.51% - - - -
西南 7.58亿 10.66% - - - -
华中 4.86亿 6.83% - - - -
其他 3.67亿 5.16% - - - -

董事会经营评述

  一、概述  1、2018年上半年中国广告市场回顾  根据央视市场研究(以下简称"CTR")媒介智讯数据显示: 2018年上半年中国广告市场的增幅明显提升,达到9.3%。  电视、广播媒体的广告刊例花费分别增加9.4%、10.0%。其中,电视的时长增幅与去年同期相比止跌回升,增长1.7%。广播广告时长的降幅则同比略微扩大至1.3%。  电梯电视、电梯海报、影院视频继续保持稳健增长,2018年上半年的广告刊例收入增幅分别为24.5%、25.2%、26.6%,较去年同期均有扩大。  天猫和京东商城也首次进入全媒体广告花费TOP20品牌榜单。  2、2018年上半年公司经营管理回顾  201... 查看全部▼

  一、概述
  1、2018年上半年中国广告市场回顾
  根据央视市场研究(以下简称"CTR")媒介智讯数据显示:
2018年上半年中国广告市场的增幅明显提升,达到9.3%。
  电视、广播媒体的广告刊例花费分别增加9.4%、10.0%。其中,电视的时长增幅与去年同期相比止跌回升,增长1.7%。广播广告时长的降幅则同比略微扩大至1.3%。
  电梯电视、电梯海报、影院视频继续保持稳健增长,2018年上半年的广告刊例收入增幅分别为24.5%、25.2%、26.6%,较去年同期均有扩大。
  天猫和京东商城也首次进入全媒体广告花费TOP20品牌榜单。
  2、2018年上半年公司经营管理回顾
  2018年上半年,公司主营业务稳健发展。公司实现扣除增值税后营业收入71.10亿元,同比增长约26.04%。
  归属于上市公司股东的净利润33.47亿元,同比增长约32.14%。归属于上市公司股东的扣除非经常性损益的净利润28.18亿元,同比增长约33.68%。受报告期内宏观经济及公司自身媒体点位大幅扩张(包括但不限于支付媒体阵地租金及相关开发维护成本)的影响,2018年上半年经营活动产生的现金流量净额12.47亿元,较去年同期减少约31.82%。
  截至2018年上半年末,公司总资产为174.55亿元,较年初增加19.00亿元,增幅约12.21%;公司归属于上市公司股东的净资产为125.03亿元,较本报告期初增加21.30亿元,增幅约20.54%。归属于上市公司股东的每股净资产为0.85元,较年初的每股净资产0.71元上升约20.54%。总资产和净资产以及每股净资产的增长主要受上半年实现33.47亿元净利润,并扣除2018年6月29日利润分配现金分红12.23亿元的影响所致。
  广告传播进入了争夺用户心智为核心的品牌时代,线上线下整合传播成为中国数字传播的主导趋势。
  公司的楼宇媒体和影院银幕广告媒体继续牢牢把握线下消费人群的常见生活场景,是驱动公司收入和利润增长的核心动能。
  (1)2018年上半年公司营业总收入为71.10亿元,较去年同期增加14.69亿元,增幅约26.04%。同期中国广告市场整体刊例价花费增幅为9.3%。
  -楼宇媒体业务为公司主营业务收入的主要来源。2018年上半年,楼宇媒体业务共实现扣除增值税后营业收入57.76亿元,同比增长约30.47%,约占2018年上半年总收入的81.24%。
  楼宇媒体主要包括电梯电视媒体和电梯海报媒体两类。电梯电视媒体受众集中于代表主流消费能力的都市上班族,电梯电视媒体充分渗透了此类受众的碎片化时间,以高清屏幕、声画结合的方式高频次到达受众,强化了受众对品牌的记忆。电梯海报媒体存在于封闭的电梯空间中,在搭乘电梯的碎片化时间中,受众人群会对广告产生有效记忆。
  截至2018年7月末,公司已形成了覆盖约300多个城市的生活圈媒体网络。其中,自营楼宇媒体在售点位共约216.7万台,覆盖全国约201个城市和地区以及韩国的15个主要城市;可发布加盟电梯电视媒体约1.1万台,覆盖全国35个城市和地区,外购合作电梯海报媒体超过17.4万个媒体版位,覆盖143个城市;影院媒体的签约影院超过1900家,合作院线38家,银幕超过12,600块,覆盖全国约300多个城市的观影人群。
  -影院媒体业务共实现扣除增值税后营业收入11.96亿元,同比增长约18.89%,约占2018年上半年总收入的16.82%。
  影院密闭舒适的环境、富有视觉冲击力的大银幕和震撼的音响效果带来的影音效果满足了受众的视听体验,吸引受众眼球使其更愿意投入观看广告内容。公司与影院合作的模式为购买影院映前广告全部或部分时段的招商权和发布权、购买贴片广告的独家或非独家结算权和发布权、或几种方式组合。截至2018年7月末,影院媒体的签约影院超过1900家,合作院线38家,银幕超过12,600块,覆盖全国约300多个城市的观影人群。
  (2)2018年上半年,公司实现营业毛利51.06亿元,较上年同期的营业毛利39.94亿元上涨约27.84%。
  2018年上半年实现毛利率约71.81%,较上年同期的约70.80%上涨1.01%。值得关注的是,从2018年二季度开始,公司加强楼宇媒体市场的开发力度,资源点位数快速增加,与媒体点位数量密切相关的媒体点位租赁成本、媒体设备折旧、开发维护运营成本的影响在2018下半年有所体现。
  (3)2018年上半年实现营业利润40.64亿元,较上年同期增加9.76亿元,增长约31.82%。除毛利率较上年同期上涨1.01%外,对销售费用和管理费用的严格控制,2018年上半年实现营业利润率约57.07%,相较于去年同期的约54.57%上涨2.5%。
  (4)上半年公司有效所得税率为17.84%,较去年同期的18.02%略微下降。
  (5)2018年上半年度实现归属于母公司股东的净利润33.47亿元,较上年同期的25.33亿元上涨8.14亿元,增幅32.14%。2018年上半年净利润率从2017年同期的约44.90%提升至约47.07%。

  二、公司面临的风险和应对措施
  (1)中国广告市场需求不确定的风险
  受宏观经济的影响,未来广告市场面临较大的不确定性可能对公司经营业绩产生影响。
  (2)媒体行业市场竞争进一步加剧的风险
  公司主要从事生活圈媒体的开发和运营,近几年来,随着互联网媒体、移动互联网媒体等新兴媒体的兴起,媒体平台和广告载体的形式更加丰富多样,媒体结构正在逐步发生变化,这也使得媒体行业的市场竞争日趋激烈,可能对公司经营业绩产生影响。

  三、核心竞争力分析
  1、开创了"楼宇电梯"这个核心场景,在主流城市主流人群必经的楼宇电梯空间中每天形成高频次的有效到达。
  楼宇电梯是城市的基础设施,楼宇电梯这个最日常的生活场景代表着四个词:主流人群,必经,高频,低干扰。而这四个词正是今天引爆品牌的核心资源,由此分众传媒打造了众多的品牌引爆的经典案例,被评为"中国广告最具品牌引爆力媒体"。
  分众提供的被动化媒体的重要意义在于抓住用户被动的必经的生活空间,把品牌渗透到城市主流人群必经的生活场景中,从而实现对用户的强制到达。公司已经成为线下流量核心入口,在媒体碎片化的时代将越来越成为品牌引爆的核心方式,能够实现对都市主流人群的集中影响。
  2、媒体资源规模大、覆盖面广、渗透率高。
  截至2018年7月末,公司已形成了覆盖约300多个城市的生活圈媒体网络。其中,自营楼宇媒体在售点位共约216.7万台,覆盖全国约201个城市和地区以及韩国的15个主要城市;可发布加盟电梯电视媒体约1.1万台,覆盖全国35个城市和地区,外购合作电梯海报媒体超过17.4万个媒体版位,覆盖143个城市;影院媒体的签约影院超过1900家,合作院线38家,银幕超过12,600块,覆盖全国约300多个城市的观影人群。作为中国最大的生活圈媒体平台,公司已经成为城市消费者生活的一个组成部分。
  3、业务持续扩张下沉,打开新的增长空间。
  2018年以来,公司向覆盖500城、500万终端和日均到达5亿城市新中产的中期目标稳步迈进。一方面,一二线城市仍具有较大消费潜力,另一方面,三四线城市居民消费能力及意愿快速提升,低线城市广告价值大幅提高。基于此,公司在深耕一二线城市核心区域的同时,积极向一二线城市外围区域扩张,并加速在三四线城市的下沉,为公司带来强劲持久的增长驱动,打开新的增长空间。
  4、智能化、数字化营销能力优势。
  2018年7月,阿里及其关联方以约150亿元人民币战略入股分众传媒,致力于共同探索新零售大趋势下数字营销的模式创新。阿里巴巴的新零售基础设施能力和大数据能力将与公司广泛的线下触达网络形成化学反应,为用户和商家带来全新的体验和独特价值。
  5、拥有优质的客户资源。
  阿里巴巴、腾讯、京东、美团、滴滴、宝洁、联合利华、农夫山泉、金龙鱼、奔驰、宝马和通用汽车等数千个品牌广告投分众。公司在长期的运营中,积累了大量的大型、优质客户,并与大型、优质客户建立长期、稳定的合作关系。大型、优质客户特别是世界500强及国内著名公司,选择广告运营商的条件苛刻,要求广告运营商有健全的服务网点、高效的运作系统、丰富的行业经验、成功的实战案例、良好的品牌声誉、高水平的服务团队以及系统的服务支持。大型、优质客户往往实力强、信誉好、知名度高、抗风险能力强,广告预算规模较大且持续、稳定增加。拥有这样的客户群体,意味着分众传媒的竞争优势获得了客户的认可,具有持续稳定的收入来源。
  6、媒体资源点位拥有天然的地理位置特征。
  公司通过对物业信息(楼龄、楼价、地理位置、住户类型等)的分析以及与阿里等电商的合作、与百度等搜索引擎的合作,得出不同楼宇、社区消费者的不同品类消费需求和品牌偏好,从而帮助广告主精准投放;同时,公司通过在其设备中置入Wi-Fi、iBeacon、NFC接入互联网及移动互联网,实现云到屏、屏到端的精准互动,成为重要的线下流量入口。
  7、具有极高的品牌知名度及强大的市场主导权。公司凭借多年累积的广告行业经验和全面的服务能力,在行业内逐渐形成了良好的口碑和极高的品牌知名度。作为行业的领导者,公司拥有超高的市场占有率、强大的市场定价和议价能力,充分地把握着行业市场的主导权。
  8、信息化管理优势显著支撑产品差异化布局。
  凭借覆盖范围广、层次丰富的广告播出网络和管理平台,公司可根据广告主不同的投放需求,推出不同区域性或媒体平台组合的播放套餐,为广告主提供灵活多样、差异化广告发布策略方案。公司采用拥有自主知识产权的计算机信息处理技术,构建了高效的广告刊播信息系统管理平台,不断提升公司管理效率和广告投放精度。
  9、媒体价值持续获得国内外权威的充分认可。
  公司最独有的价值是在主流城市主流人群必经的电梯空间中每天形成了高频次有效到达,从而形成了强大的品牌引爆的能力。在资讯模式多元化碎片化、信息过载、选择过多的移动互联网时代,这一价值正日益突显,并获得越来越多的国际权威和行业协会的认可。
  继在2017年先后获得纽约广告节品牌传播大奖、釜山国际广告节最具创新数字媒体大奖、伦敦国际广告奖实效媒体大奖、中国广告协会年度"中国广告产业发展国际贡献奖"等重量级荣誉后,2018年3月,公司荣获"中国广告年度价值媒体大奖";2018年5月,公司再度受到纽约广告节青睐,被授予"最具价值媒体大奖";2018年6月,公司摘得澳门国际广告节"年度中国最具影响力传播公司"大奖。
  10、企业文化获得员工高度认同,团队战斗力领先业界。
  在长期的成长过程中,公司形成了清晰的价值观——激情、规范、诚信、共赢,受到员工的高度认同,并对其形成有效的激励,助力企业持续稳定健康发展。
  激情——时刻以创业者的心态、最大热情地投入工作和事业,这是分众人的初心,亦是持之以恒的坚守,挫折、逆境、失败、委屈是成长的阶梯,激情、勇气、坚持、敬业,是不变的态度。规范——靠制度规范,依系统创造,通过管理制度中的公平、公正、透明,激发每一个分众人的积极性和潜能,令每一位勤于奉献的分众人都成为分众前进的动力。诚信——诚实是为人处事的基础,信任是人与人之间沟通的基础,待人以诚,与人以信,从客户的立场去思考问题,以信任的心态协作同事,诚信是创造和谐氛围、步入良性循环的密钥。共赢——对内包容、协作、分享,对外以服务的精神做人、做事,追求个人与公司及客户的共同成长,树立"服务至上"的理念,最终实现媒体价值、社会效益、员工成长与客户利益的和谐共赢。
  11、通过现有媒体向人与信息、人与娱乐、人与金融对接的生态圈领域进军。
  一方面,公司将聚焦既有的生活空间媒体,加大一、二线城市的资源覆盖和向三、四线城市的下沉;另一方面,公司也将向人与信息、人与娱乐、人与金融对接的生态圈领域进军。公司将持续在体育及娱乐领域的投资,进入娱乐内容的制作发行、体育节目的制作发行和赛事运营等领域组合,运用现有的宣传平台,拉动这些内容及活动的用户影响力,依靠现有的强大的广告销售网络为以上内容及活动创造更大的收益,也在核心娱乐体育方面为广告主创造更全方位的品牌传播方案。 收起▲