MANGO(SZ:300413) Orient Securities·2025-09-03 02:32Investment Rating - The report maintains an "Accumulate" rating for the company [4] Core Views - The company's popular variety IP matrix continues to expand, and the expected new broadcasting policies are anticipated to have a long-term positive impact on the industry, leading to a gradual recovery in ROI. The projected net profits for the company from 2025 to 2027 are estimated at 1.557 billion, 1.831 billion, and 1.993 billion yuan respectively, with a target price of 31.36 yuan based on a 32x PE for 2026 [2][4] Financial Performance Summary - The company's revenue for the first half of 2025 was 5.96 billion yuan, a year-on-year decrease of 14.3%, primarily due to a decline in traditional e-commerce. The gross margin was 26.6%, down 2.3 percentage points, mainly due to increased content investment in dramas. The net profit attributable to the parent company was 760 million yuan, a year-on-year decrease of 28.3%, driven by rising costs from platform content and R&D investments [9] - The company’s membership revenue for the first half of 2025 was 2.5 billion yuan, a slight increase of 0.4% year-on-year, supported by the successful airing of major dramas [9] - The advertising revenue for the first half of 2025 was 1.59 billion yuan, down 7.8% year-on-year, although there was a noticeable recovery in the second quarter compared to the first [9] Future Outlook - The new broadcasting policies are expected to enhance the investment return rates for long dramas, with anticipated benefits including shortened approval cycles and increased content creation flexibility. The company is expected to launch new projects that will take 1-2 quarters to reflect in performance [9] - The upcoming new program "Voice of the Future" is expected to drive a recovery in advertising revenue, with the program set to feature a unique format that combines various musical styles [9]