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明星IP“制造商”巨星传奇 发力直播带货拓赛道

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明星IP“制造商”巨星传奇 发力直播带货拓赛道

香港, 2023年6月1日 – (亚太商讯) – 巨星传奇集团有限公司(下称“巨星传奇”或“公司”;6683.HK)取得港交所入场券,于5月31日至6月5日进行招股。本次IPO,公司拟全球发行1.2664亿股,招股价介乎5.5至6.3元,每手(500股)入场费为3181.8元。预期股份将于6月13日正式登陆港交所。

是次基石投资者为专业投资者张源持有的Blink Field及网络及手机游戏开发商网龙(777.HK),分别投入约1.17亿港元及2,340万港元。据了解,张源在业内非常低调,早期为OPPO、vivo等步步高旗下电子产品的代理商,持有江苏步步高置业及苏州步步高投资发展30%的控制权。另一家基石网龙则主要从事网络及手机游戏开发,并运营多款网络游戏,如《魔域》、《魔域手游2》等,近年收购了多家全球知名的技术公司,成功布局元宇宙和教育领域的全球业务发展。

巨星传奇手握的明星IP可谓相当吸睛。之前不仅与杰威尔音乐订立为期10年且可再续10年的IP授权协议,锁定与周杰伦及相关IP合作的优先权,亦将刘畊宏打造成超级健身IP,使其抖音账号粉丝数增长至2022年末的7150万,成为抖音历史上月度增粉最高的账号。此外,还为王婉霏(Vivi)、方文山、陈法蓉、詹宇豪、梁心颐(Lara)、张杰等打造个人明星IP,亦与孙耀威的艺人经纪公司签订谅解备忘录。

巨星传奇的四位控股股东分别为杨峻荣、陈中、马心婷和叶惠美,通过各自控股公司持股,并作为一致行动人,合计占公司上市前股份比例的64.5%。据悉,杨峻荣是杰威尔音乐的董事及股东,而陈中是巨室音乐娱乐的总经理,这也使得巨星的成立之初,就奠定了独特的“流量基因”。

据招股书显示,控股股东与基石投资者皆同意遵守12个月禁售期限制,以表达彼等对集团长期价值及前景的信心。巨星传奇董事会主席马心婷于全球发售记者会上亦表示,巨星传奇坚持长期价值和厚积薄发的信念,而公司自带流量基因更是归功于创始股东精准的策划及定位,她进一步指出,得益于创始股东杨峻荣的信任和协助,才能使巨星IP业务在创立初期如“站在巨人肩膀上”成长。另外,她也表示创始股东陈中的宝贵艺人经纪经验和商业人脉资源,为巨星在商业拓展上带来助力。

招股书显示,自2022年7月以来,巨星传奇启动直播带货试运营,由王婉霏等明星及KOL通过直播间带货新零售产品。从数据来看,在2022年7月及8月进行的电商直播带货中,巨星传奇一经开播就实现2,390万元的销售收入,验证了其电商带货渠道的盈利能力。

根据分析机构“易观分析”发布《中国直播电商发展洞察 2023》报告称,直播带货在未来仍有巨大的潜力。2023年以来,随着直播电商行业政策日趋完善,以及抖音、快手等平台电商生态的成熟,直播电商的渗透率进一步获得提升,在网上零售额中的占比预计将突破25%。

巨星传奇首席财务官赖国辉表示,集团未来将继续深耕直播业务发展,与抖音开展更深度合作,提高直播频率,朝周播至日播的方向迈进。不过,赖国辉认为当前集团流量尚未消化,需推出更多具自有配方产品及丰富供应链合作维持维持高毛利。

国农证券投资经理方泽翘亦看好“明星IP +直播变现”的商业模式。他分析,同为直播概念板块的东方甄选(1797.HK)自公布转型为直播电商业务后,股价由4元上升至最高75.5元,未来巨星将着重发展超级明星IP孵化及线上直播带货,前景乐观。他预测,在明星IP效应下,巨星传奇“中长线走势仍看好”。


News URL: https://www.acnnewswire.com/press-release/simplifiedchinese/84352/

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