Core Viewpoint - Morgan Stanley reports that NetEase-S (09999) has an attractive valuation, currently trading at a price-to-earnings ratio of 13 times, which is a 25% discount compared to its average over the past five years [1] Group 1: Valuation and Ratings - The current valuation of NetEase is considered attractive due to its successful position as a top game developer in the global market [1] - Morgan Stanley maintains a "buy" rating on NetEase, with a target price set at 295 HKD [1] Group 2: Investor Concerns - Key concerns from investors include the increase in value-added tax (VAT), competition risks from Google Genie 3, and a lack of specific catalysts in the short term [1] - The new VAT regulations effective from January 1, 2026, will still apply a 6% VAT on online game virtual goods sales, indicating no change in tax rate [1] Group 3: Competition and Development - Morgan Stanley argues that the concerns regarding competition from Google Genie 3 are overstated, as game development requires diverse expertise that cannot be fully met by such models [1] - The firm believes that models like Google Genie 3 can actually assist game developers in optimizing their development processes, leading to increased revenue and profit through faster content development and lower costs [1]

摩根大通发布研报称，网易-S(09999)的估值具有吸引力。经过近期的回调，网易目前的市盈率为13 倍，较其过去五年的平均水平折让25%。作为一家在全球市场取得成功的顶级游戏开发商，该行认为网 易的现有估值具吸引力。该行重申，网易是该行在中国数字娱乐领域的首选，并维持"增持"评级，目标 价为295港元。 根据该行与投资者的交流，主要关注点包括增值税(VAT)提高、Google Genie3对游戏公司的竞争风险， 以及短期内缺乏公司特定的催化剂。该行认为，这些担忧被过度解读。以增值税为例，自2026年1月1日 生效的新增值税法规中，线上游戏虚拟物品销售仍适用于6%的增值税，这一税率并未改变。针对竞争 风险，摩根大通指出，线上游戏开发是一个需要多方面专业知识的确定性过程，例如游戏玩法设计、游 戏内经济、多玩家体验、游戏内平衡及变现模式等，而这些并非像Google Genie3这样的World模型所能 完全满足。相反，该行认为World模型实际上可以帮助游戏开发者优化开发流程，从而促进收入和利润 的增长，具体体现在更快的内容开发速度以及更低的开发成本上。 ...