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柠萌影视公布2022年中期业绩

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2022年8月30日 23时41分

柠萌影视公布2022年中期业绩

香港, 2022年8月30日 – (亚太商讯) – 中国领先的剧集制作公司 – 柠萌影视传媒有限公司(「柠萌影视」或「公司」,连同其附属公司,统称「集团」,股份代号:9857.HK),公布截至2022年6月30日止六个月(「报告期内」)的中期业绩。

财务摘要︰

— 受项目制作及排播档期的影响,2022年上半年集团业绩同比有一定波动。2022年上半年,集团收入人民币480.2百万元,同比下降15.1%;其中版权剧收入同比上升7.1%至人民币463.3百万元;2022年上半年海外业务收入超过去年全年水平。
— 2022年上半年,集团版权剧播映权毛利率39.1%,同比下降5.2%,环比上升2.3%。
— 2022年上半年,集团经调整净利润为人民币105.2百万元,较截至2021年同期减少44.2%。

营运摘要︰

— 2022年上半年,集团制作发行了优质精品版权剧《超越》和《猎罪图鉴》,其中《猎罪图鉴》每集平均30天累计有效播放量排名第一。
— 2022年8月,公司新上线了版权剧《胆小鬼》和女性成长系列化剧集《二十不惑 2》,其中《二十不惑2》开播首日获省级卫视同时段收视率六网第一。目前已开机拍摄中的项目包括《爱情而已》、《赤子之心》和《一念关山 》。
— 集团扩大内容营销的植入业务范围,将营销方案升级为覆盖全链路的营销体系,主要涵盖IP植入、IP长尾营销和IP兴趣电商三大业务板块。
— 集团大力拓展海外业务,坚持IP化和系列化运作,与国际主流媒体平台建立紧密合作关系,截至目前《二十不惑》系列成功在 Netflix和Viu双平台上线,《胆小鬼》已在一线付费频道Now TV上线,《超越》、 《猎罪图鉴》等剧也在韩国、越南、新加坡等地热映。
— 集团开展与柠萌IP的有效融合,短视频内容业务实现从0到 1到单集爆款的突破,截至目前已完成拍摄短剧3部,上线1部。其中已在抖音平台上线的短剧《从离婚开始》,单集爆款播放超1.5亿。
— 集团拥有多元丰富的IP内容储备,横跨当代话题、都市情感、古装、现实悬疑等一系列题材类别,预期可为公司后续优质剧集的生产提供充足的内容支持;凭借拥有优质剧集的IP版权,可通过系列化开发、改编翻拍、衍生品授权等方式实现多元变现。

报告期内,集团夯实大众头部长剧集及圈层头部短剧集业务,加速发展海外业务,探索新型内容营销、短视频内容、IP衍生授权等业务。剧集行业的收入具有较强的季节性因素影响,期内受项目制作及排播档期的影响,2022年上半年业绩同比有一定波动,进入三季度随着剧集陆续交付及排播,预期可带来稳定贡献。2022年上半年,集团收入同比下降15.1%至人民币480.2百万元,主要由于内容营销收入及其他业务收入下降。集团版权剧播映权授权所得收入同比上升7.1%至人民币463.3百万元,主要来自于两部版权剧《超越》及《猎罪图鉴》。集团的经调整净利润同比减少44.2%至人民币105.2百万元。

持续输出优质精品版权剧

2022年上半年,集团专注精品剧集的开发,全力打造展现时代风貌的主旋律剧集作品,注重剧集的系列化开发,制作发行了优质精品版权剧《超越》和《猎罪图鉴》,得到市场的高度认可。

— 版权剧《超越》:国家广播电视总局重点指导项目,入选「我们的新时代」主题电视剧重点项目,作为冬奥题材剧集,是央视一套黄金档的开年大剧,联动冬奥委会赛事播出,单集最高收视份额达3.52%,覆盖超过2亿观众,同步在腾讯视频、爱奇艺、优酷视频平台播出
— 版权剧《猎罪图鉴》:作为悬疑类型赛道的爆款剧集,在爱奇艺、腾讯视频平台播出,每集平均30天累计有效播放量排名第一。
2022年8月,公司新上线了版权剧《胆小鬼》和女性成长系列化剧集《二十不惑 2》,亦取得了很好的播出效果。目前已开机拍摄中的项目包括《爱情而已》、《赤子之心》和《一念关山》。
— 版权剧《胆小鬼》:青春悬疑题材赛道的创新作品,年度国产悬疑剧中的口碑佳作,目前豆瓣网(知名影视分享及评论小区)评分达7.6分。
— 版权剧《二十不惑2》:作为公司女性成长系列化剧集,开播后即获得市场高度认可,开播首日获省级卫视同时段收视率六网(即六大主流收视率调查调研方,分别为CSM全国网、CSM城域网、CSM64城、欢网、酷云及尼尔森)第一。

内容营销体系升级

— IP植入方面,公司深化IP的消费场景植入,积极拓展自身剧集和外部剧集的植入合作,截至目前已开展4个外部剧集的植入合作;
— IP长尾营销方面,公司以IP为核心,围绕剧集为品牌主提供全链路的整合营销服务,涵盖内容制作、媒介策划投放、营销管道整合等方向,举例来看,年内公司针对剧集《二十不惑2》打造「202夏日女生节」系列营销方案,与河马生鲜文和友、野兽派等品牌合作,营造专属购物节、打造潮流活动、推出IP联名产品等;
— IP兴趣电商方面,公司立足IP资源的电商化新组合,为品牌客户提供品效合一的销售增长服务,包括为品牌主提供经销及代运营服务、培育电商自营账号等。

出海战略进一步深化,海外业务加速拓展

期内,集团加速剧集的海外发行,截至目前,《二十不惑》系列成功在 Netflix和Viu双平台上线,是国内首部第一季和续集都被Netflix购买的电视剧,两部成系列上线,《胆小鬼》已在一线付费频道Now TV上线,《超越》、《猎罪图鉴》等剧也在韩国、越南、新加坡等地热映。

公司于Youtube上的自有频道也已整装完毕,将于近期上线,未来可作为海外播出及宣传平台提供稳定支持。同时,积极参与国家广电总局的各项外宣活动,《小舍得》入选中国当代作品翻译工程,《超越》参加全球播映活动。另外,公司也在推进版权剧的海外本土化开发,包括采用IP翻拍授权、探索主导本土化制作发行等方式。

目前公司剧集海外发行价格为过往年度剧集的3倍;2022年上半年,公司海外业务收入已超过去年全年收入。

柠萌影视传媒有限公司联合创始人、执行董事、董事长兼总裁苏晓先生表示:「2022年上半年,我们贯彻「超级内容 连接新大众」发展战略,专注精品剧集的开发,全力打造展现时代风貌的主旋律剧集作品,注重剧集的系列化开发,制作发行了优质精品版权剧《超越》和《猎罪图鉴》,得到市场的高度认可。展望未来,我们将深耕精品版权剧的创作,进一步扩大IP储备,强化市场领先地位;持续提升IP运营管理能力,寻求更多种类型的IP运营,发力版权剧的系列化开发,打造「柠萌宇宙」厂牌;有效把握国际市场机会,加速拓展国际业务;构建更加多元化的收入体系,在版权剧播映收入的基础上,加强在内容营销、短视频业务、IP衍生授权等领域的收入贡献。」

关于柠萌影视传媒有限公司
柠萌影视是一家持续输出精品内容的中京剧集制作公司。公司拥有丰富的版权IP储备,通常创作高收视率剧集。自2014年于上海成立以来,公司致力于进行剧集的投资、制作、发行、宣传及衍生品授权等全价值链运营。根据弗若斯特沙利文的资料,按2021年的收入计,公司在所有中京剧集公司中排名第四。自2019年至2021年,公司已播映的八部版权剧中有六部属于高收视率剧集,高收视率剧集率约为75.0%,远超出其前五大竞争对手 (按收入划分)自2019年至2021年约45.9%的平均高收视率剧集率。


News URL: https://www.acnnewswire.com/press-release/simplifiedchinese/77588/

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