Core Viewpoint - The company reported its H1 2025 performance, showing a revenue of 3.83 billion yuan, a year-on-year decrease of 6.0%, but exceeding market expectations due to significant growth in adjusted net profit [1] Financial Performance - H1 2025 revenue was 3.83 billion yuan, down 6.0% year-on-year; gross margin was 36.4%, up 1.4 percentage points; adjusted operating profit was 910 million yuan, up 35.0% year-on-year; adjusted net profit was 1.95 billion yuan, up 121.0% year-on-year, influenced by a deferred tax credit of 850 million yuan [1][2] Cost Management - The company effectively reduced costs, with sales expenses down 55.8% to 160 million yuan, management expenses up 3.6% to 90 million yuan, and R&D expenses down 4.2% to 380 million yuan; corresponding expense ratios were 4.3%, 2.4%, and 9.9% respectively [2] Revenue Streams - Online music revenue increased by 15.9% to 2.97 billion yuan, while social entertainment revenue decreased by 43.1% to 970 million yuan; music subscription revenue rose by 15.2% to 2.47 billion yuan, driven by an increase in membership scale [2][3] User Engagement - The company enhanced user engagement through product optimization, leading to increased mobile listening time and improved DAU/MAU ratio, which is now above 30% [2] Content Ecosystem - As of June 2025, the platform had over 819,000 independent musicians and approximately 4.8 million uploaded tracks, showing steady growth; new initiatives like "AI Musician" and "Intern Musician" were introduced to support creators [3] Future Outlook - The company is expected to continue optimizing its music-focused business, which may drive user growth; net profit forecasts for 2025-2027 were revised upwards, with corresponding PE ratios of 19.2, 23.9, and 20.2 times [3]

Investment Rating - The report maintains a "Buy" rating for NetEase Cloud Music (09899.HK) [1] Core Views - The company achieved a revenue of 3.83 billion yuan in H1 2025, a year-on-year decrease of 6.0%, but exceeded market expectations due to a significant increase in adjusted net profit by 121.0% to 1.95 billion yuan [7] - Cost control measures have proven effective, with a notable reduction in sales expenses by 55.8% and a decrease in content service costs by 10.5% [7] - Membership growth and product optimization have enhanced user engagement, with online music revenue increasing by 15.9% [7] - The company is focusing on supporting original music and expanding its content ecosystem, with over 819,000 independent musicians registered on the platform [7] - The adjusted net profit forecast for 2025-2027 has been raised to 2.89 billion, 2.32 billion, and 2.75 billion yuan respectively, reflecting a strong growth outlook [7] Financial Summary - Total revenue forecast for 2023A is 7.87 billion yuan, with a projected decline of 1.21% in 2025E [1] - The net profit for 2023A is estimated at 734.18 million yuan, with a significant increase of 431.47% in 2024A [1] - The latest diluted EPS for 2025E is projected at 13.27 yuan, with a P/E ratio of 19.22 [1] - The company’s total assets are expected to reach 16.45 billion yuan by 2025E, with a debt ratio of 20.49% [8]