Core Viewpoint - Northeast Securities initiates coverage on Tencent Music (01698) with a "Buy" rating, projecting EPS of 3.57/3.47/3.96 yuan for 2025-2027, indicating a stable growth trajectory and improving profitability driven by increased paid user penetration and content ecosystem enhancement [1] Group 1: Company Overview - Tencent Music Entertainment Group, established in 2003, has evolved through the integration of KuGou and Kuwo in 2016 and its dual listing in the US and Hong Kong, leveraging Tencent's ecosystem for competitive advantages in copyright, user base, and traffic [1][2] - As of 2023, Tencent Music has surpassed 100 million paid online music users, solidifying its position as the industry leader [1] - The company reported a revenue of 28.401 billion yuan in 2024, a year-on-year increase of 2.34%, and a net profit of 6.644 billion yuan, reflecting a significant profit growth of 35.04% [1] Group 2: Industry Dynamics - The Chinese online music market has expanded from 9.38 billion yuan in 2018 to 23.98 billion yuan in 2023, with a stable user base of around 700 million, indicating limited growth potential but increasing paid penetration driven by younger demographics [2] - The competitive landscape is characterized by a duopoly between Tencent Music and NetEase Cloud Music, with ongoing expansion in copyright content and the application of new technologies like AI composition [2] Group 3: Strategic Focus - Tencent Music's core business is online music services, accounting for over 70% of its revenue, with a focus on deepening ties with musicians and supporting original works to enhance user engagement and monetization [3] - The company is expanding into long audio and pan-entertainment content, while initiatives like TME live and virtual concerts are exploring new growth avenues [3] Group 4: Investment Highlights - Key investment points include improved paid penetration, strengthened copyright resources, and a robust financial structure with increasing net profit margins and ROE [4] - The synergy between social entertainment and live streaming/Karaoke services creates a competitive moat for the company [4] - International collaborations with entities like Spotify and Universal Music are expected to support long-term growth prospects [4]