Core Viewpoint - Northeast Securities initiates coverage on Tencent Music (01698) with a "Buy" rating, projecting EPS for 2025-2027 at 3.57, 3.47, and 3.96 CNY, respectively, highlighting the company's position as an industry leader with expected moderate revenue growth and improving profitability [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 U.S. and Hong Kong, leveraging Tencent's ecosystem for competitive advantages in copyright, user base, and traffic [1] - As of 2023, the company has surpassed 100 million online music paying users, solidifying its leading position in the industry [1] - The company reported a revenue of 28.401 billion CNY in 2024, a year-on-year increase of 2.34%, with a net profit of 6.644 billion CNY, reflecting a significant profit growth of 35.04% [1] Group 2: Industry Dynamics - The online music market in China has expanded from 9.38 billion CNY in 2018 to 23.98 billion CNY in 2023, with a stable user base of around 700 million, indicating limited growth space 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 - The core business of online music services accounts for over 70% of the company's operations, with efforts to deepen ties with musicians and support original works, while expanding long audio and pan-entertainment content [3] - The company enhances user engagement and monetization through platforms like 全民K歌 (Quanmin Kge), live streaming, and social entertainment, while exploring new revenue streams through TME live and virtual concerts [3] Group 4: Investment Highlights - Key investment points include improved paid penetration, strengthened copyright resources, and a growing original ecosystem, ensuring continued growth in core business [4] - The synergy of social entertainment is evident, with live streaming and karaoke services creating a competitive moat [4] - The company maintains a robust financial structure with improving net profit margins and ROE, indicating ample profitability flexibility [4]