MANGO(SZ:300413) Changjiang Securities·2025-08-26 11:13Investment Rating - The investment rating for the company is "Buy" and is maintained [5]. Core Views - The company reported a revenue of 5.964 billion yuan for the first half of 2025, a year-on-year decrease of 14.31%. The net profit attributable to shareholders was 763 million yuan, down 28.31% year-on-year, while the net profit after deducting non-recurring gains and losses was 610 million yuan, a decline of 33.15% year-on-year. The company has a rich reserve of high-quality variety shows and dramas, and the outlook remains positive due to expected performance growth from S-level variety shows and breakthroughs in dramas and micro-dramas [2][3][4]. Summary by Sections Financial Performance - In the first half of 2025, the company achieved a total revenue of 5.964 billion yuan, a decrease of 14.31% year-on-year. The net profit attributable to shareholders was 763 million yuan, down 28.31% year-on-year, and the net profit after deducting non-recurring items was 610 million yuan, a decline of 33.15% year-on-year [2][3]. Business Segments - Membership revenue showed slight growth, reaching 2.496 billion yuan in the first half of 2025, with a year-on-year increase in average monthly active users of 14.24%. Advertising revenue was 1.587 billion yuan, facing pressure year-on-year but showing a quarter-on-quarter improvement in Q2. The operator business returned to growth with an 8 billion yuan revenue, up 7% year-on-year. The small mango e-commerce segment achieved its first half-year profit, marking a significant breakthrough in the "content + e-commerce" business model [7]. Content Production - The company continues to strengthen its moat in content production, with variety shows, dramas, and micro-dramas advancing together. The effective playback volume of Mango TV's variety shows remained the highest in the industry. The drama segment saw a significant increase, with a 69% year-on-year growth in effective playback volume. The company has a robust pipeline of nearly 100 dramas, ensuring ample content supply. The micro-drama segment is rapidly expanding, with 1,179 micro-dramas launched in the first half of 2025, a nearly 7-fold increase year-on-year [7]. Strategic Initiatives - The company is accelerating its internationalization strategy with the "Mango Going Global Three-Year Action Plan (2025-2027)," aiming to triple daily active users in three years. The international app has reached 295 million downloads, a 13.8% increase since the beginning of the year. Technological advancements are also notable, with the self-developed Mango model supporting over 30 programs and enhancing user experience through innovative technologies [7]. Profit Forecast - The company is expected to achieve net profits of 1.531 billion yuan and 1.857 billion yuan in 2025 and 2026, respectively, corresponding to a price-to-earnings ratio of 31x and 26x at the current stock price. The outlook remains positive due to the rich reserves of high-quality variety shows and dramas [7].