Core Viewpoint - NetEase reported Q2 2025 earnings with net revenue of 27.9 billion yuan, a year-on-year increase of 9.4%, slightly below Bloomberg consensus expectations of 28.4 billion yuan [4] Business Segments - **Gaming**: Revenue growth was strong but below market expectations, likely due to high prior expectations set by successful Q1 titles. Q2 gaming and related services net revenue was 22.8 billion yuan, up 13.7% year-on-year, compared to the expected 23.4 billion yuan. Online gaming net revenue reached 22.1 billion yuan, a 14.9% increase year-on-year. Key contributors included new titles like "Marvel Duel" and "Yanyun Sixteen Sounds," while "Outsider Tide" performed poorly overseas. Deferred revenue at the end of the period was 17 billion yuan, up 24.6% year-on-year, indicating future revenue support [5][6] - **Youdao**: Net revenue was 1.4 billion yuan, a 7.3% year-on-year increase, exceeding expectations of 1.3 billion yuan, driven by online marketing and learning services growth [5] - **Cloud Music**: Net revenue was 2 billion yuan, also a 7.3% year-on-year increase, surpassing the expected 1.3 billion yuan, attributed to growth in online music services [5] - **Innovative and Other Businesses**: Net revenue was 1.7 billion yuan, down 17.8% year-on-year, below the expected 1.8 billion yuan, with declines in revenue from NetEase Yanxuan and advertising services [5] Profitability - The company's gross margin for Q2 was 64.7%, up 1.8 percentage points year-on-year, exceeding the expected 63.6%. Gaming and related services gross margin was 70.2%, up 1.4 percentage points year-on-year, likely due to cost optimization. Cloud Music's gross margin was 36.1%, up 4.0 percentage points year-on-year, also exceeding expectations. Innovative and other businesses had a gross margin of 42.3%, up 8.3 percentage points year-on-year, while Youdao's gross margin was 42.9%, down 5.2 percentage points year-on-year [6][7] - Marketing expenses were 3.6 billion yuan, with a marketing expense ratio of 12.8%, down 0.9 percentage points year-on-year, indicating a return to historical spending levels after significant optimization in previous quarters [6][7]

Group 1 - The company achieved operating revenue of 3.83 billion yuan in H1 2025, a year-on-year decrease of 6%, while net profit attributable to shareholders reached 1.89 billion yuan, a significant increase of 132.8% [1] - Adjusted operating profit for H1 2025 was 910 million yuan, reflecting a year-on-year growth of 35%, and adjusted net profit was 1.95 billion yuan, up 121% year-on-year [1] - The gross margin improved to 36.4% in H1 2025, compared to 35% in H1 2024, driven by a large deferred tax credit of 850 million yuan and reduced advertising expenses [1] Group 2 - The company continues to enhance its monetization capabilities centered around music, with online music revenue reaching 2.97 billion yuan in H1 2025, a year-on-year increase of 15.9% [1] - Subscription service revenue amounted to 2.47 billion yuan, up 15.2% year-on-year, attributed to improved user experience and enriched music community content [1] - The number of active users and paying users has shown stable growth, with the ratio of daily active users to monthly active users remaining above 30% [1] Group 3 - The company is expanding its music copyright portfolio by establishing agreements with popular K-Pop labels such as RBW and StarShip, and is focusing on genres like rap, Japanese ACG, and Western music [2] - As of June 2025, the platform has 819,000 registered independent musicians, an increase of 11.9% year-on-year, with approximately 4.8 million tracks uploaded, reflecting a 33.3% year-on-year growth [2] - The company has introduced innovative features in its app, such as the "Shen Guang Player," and is leveraging AI to enhance music creation, which has received positive feedback from users [2]

Group 1 - The company expects adjusted net profits for 2025-2027 to be 27.58/22.22/24.58 billion CNY, reflecting a year-on-year growth of +62.3%/-19.5%/+10.6% [1] - The company maintains a target price of 312 HKD for 2026, with a PE ratio of 28X, and continues to hold an "overweight" rating [1] - The company reported a revenue of 3.83 billion CNY for the first half of 2025, a decrease of 6.0% year-on-year, with a gross margin of 36.4%, an increase of 1.4 percentage points [1] Group 2 - Online music revenue for the first half of 2025 reached 2.97 billion CNY, an increase of 15.9% year-on-year, with subscription revenue growing by 15.2% to 2.47 billion CNY [2] - The company has over 819,000 registered independent musicians and approximately 4.8 million music tracks uploaded as of June 2025 [2] - The company has implemented a more cautious promotional strategy, resulting in a 55.8% reduction in sales and marketing expenses for the first half of 2025 [1]

Core Viewpoint - The company reported a significant increase in net profit for the first half of 2025, driven by growth in online music services despite a decline in overall revenue [1] Financial Performance - In H1 2025, the company achieved revenue of 3.827 billion yuan, a year-on-year decrease of 6.0% [1] - The net profit attributable to shareholders reached 1.885 billion yuan, marking a year-on-year increase of 132.8% [1] - Online music service revenue was 2.967 billion yuan, reflecting a year-on-year growth of 15.9% [1] - Membership subscription revenue accounted for over 80% of online music service revenue, totaling 2.470 billion yuan [1] - Operating profit for H1 2025 was 845 million yuan, showing significant growth due to reduced promotional and advertising expenses [1] - The gross profit margin improved to 36.4%, an increase of 1.4% year-on-year [1] Cost Management - Sales and marketing expenses decreased by 55.8% to 163 million yuan [1] - General and administrative expenses increased by 3.6% to 93 million yuan, primarily due to higher legal and professional fees [1] - R&D expenses decreased by 4.2% to 379 million yuan, attributed to improved operational efficiency [1] Strategic Initiatives - The company is focused on enhancing its content ecosystem and optimizing user experience in music consumption [1] - It has strengthened partnerships with copyright holders, adding content from popular K-Pop labels and expanding into diverse music genres [1] - The platform has over 819,000 independent musicians and approximately 4.8 million music tracks uploaded [1] - The company aims to develop high-quality, original music content and improve user music discovery and listening experiences [1]

25H1 公司毛利率同比上升1.4pct 至36.4%（彭博一致预期中值35.4%），主因社交娱乐收入分成下降， 同时内容授权成本控制良好。25H1 公司销售费用同比减少55.8%，由3.69 亿元降至1.63 亿元（对应费 用率下降4.8pct），其中推广及广告费用同比由3.29 亿元下降至1.08 亿元，主因公司采取更为审慎的推 广策略。得益于良好的成本费用控制，25H1 经营利润同比增长40.8%至8.45 亿元，验证可持续盈利能 力。25H1 经调整净利润同比增长121%至19.46 亿元，其中确认全资子公司产生的递延所得税抵免8.49 亿元，去掉该一次性影响后，经调整净利润约11 亿元，yoy+25%。 维持"买入"评级 考虑到25H1 毛利率及销售费用率优化好于预期，经营杠杆有望持续兑现，并考虑到一次性递延税项的 影响，我们预计25/26/27E 调整后归母净利润为30.91/26.56/29.83（上调61%/29%/36%）。考虑到公司稳 定盈利，从DCF切换为PE 估值，基于26 年调整后归母净利润（避免一次性税项影响），给予公司 26.86x 26E PE（同可比公司彭博一致预期均值），目 ...

Core Insights - The company reported a significant year-on-year profit increase of 27% in Q2, driven by the launch of new games and the refined operation of existing titles, maintaining a "Buy" rating [1] Financial Performance - In Q2 2025, the company achieved a revenue of 27.9 billion yuan, representing a year-on-year increase of 9.4% but a quarter-on-quarter decrease of 3.3% [1] - The net profit attributable to shareholders was 8.6 billion yuan, reflecting a year-on-year growth of 27.3% and a quarter-on-quarter decline of 16.5% [1] - The gross margin improved to 64.7%, up 1.8 percentage points year-on-year, while the operating expense ratio decreased to 32.2%, down 3.3 percentage points year-on-year [1] Gaming Segment - Revenue from games and related value-added services reached 22.8 billion yuan, a year-on-year increase of 13.7% but a quarter-on-quarter decrease of 5.2% [1] - The gross margin for the gaming segment was 70.2%, up 0.2 percentage points year-on-year [1] - Upcoming game releases, including "Infinite" expected to be revealed in September, and strong performance from existing titles are anticipated to drive growth [1] Cloud Music and Other Segments - Cloud music revenue was 2 billion yuan, down 3.5% year-on-year but up 5.9% quarter-on-quarter, with a gross margin increase of 4 percentage points to 36.1% [1] - Youdao achieved a revenue of 1.4 billion yuan, a year-on-year increase of 7.3% and a quarter-on-quarter increase of 9.2%, marking its first operational profit in Q2 [1] - Other innovative and miscellaneous businesses generated 1.7 billion yuan, down 17.8% year-on-year, but with a gross margin increase of 8 percentage points to 42.3% [1]

Investment Rating - The report maintains a "Buy" rating for NetEase Cloud Music (9899.HK) [4] Core Insights - The company reported a slight revenue miss but exceeded profit expectations due to a reduction in sales expenses. Revenue for 1H25 was RMB 38.3 billion, down 6% year-over-year, compared to Bloomberg's consensus estimate of RMB 39.1 billion. Gross profit reached RMB 13.9 billion, with a gross margin of 36.4%, an increase of 1.4 percentage points year-over-year. Operating profit was RMB 8.45 billion, up 40.8% year-over-year, primarily due to reduced sales expenses. Adjusted net profit attributable to shareholders was RMB 19.5 billion, a significant increase of 121% year-over-year, mainly due to the recognition of deferred tax assets amounting to RMB 8.5 billion [1][4] Revenue Breakdown - Online music service revenue for 1H25 was RMB 29.7 billion, reflecting a year-over-year growth of 15.9%. Subscription revenue grew by 15.2% to RMB 24.7 billion, driven by an increase in membership subscriptions, while social entertainment services and other revenues fell by 43.1% to RMB 8.6 billion due to the closure of the live streaming entry after the 2024 year-end version update [2][3] User Engagement and Product Development - The platform continues to enhance user engagement through product innovation and community ecosystem improvements. The NetEase Cloud Music app has introduced features such as personalized recommendations and AI functionalities, maintaining a daily active users to monthly active users ratio (DAU/MAU) above 30% [3] Cost Management - The company has effectively controlled costs, with sales expenses decreasing by 55.8% year-over-year to RMB 1.63 billion, attributed to a cautious promotional strategy. Management expenses increased by 3.6% to RMB 930 million, while R&D expenses decreased by 4.2% to RMB 3.79 billion [3] Profit Forecast and Valuation - The adjusted net profit forecast for 2025 has been raised to RMB 29.4 billion, a 55% increase from previous estimates. The adjusted net profit for 2026 and 2027 is also revised upward to RMB 25.9 billion and RMB 28.6 billion, representing increases of 19% and 17% respectively [4][5]

Investment Rating - The report maintains a "Buy" rating for NetEase Cloud Music, with a target price updated to 312 HKD for 2026, based on a PE of 28X [5][25]. Core Insights - The company's subscription business is experiencing steady growth, significantly reducing promotional and advertising expenses. The financial structure is improving, and the trend towards commercialization is positive [3][11]. - The report highlights that the online music business is growing healthily, while the social entertainment segment is under pressure [21][25]. Financial Summary - Revenue projections for 2023A to 2027E are as follows: 7,867 million RMB in 2023, 7,950 million RMB in 2024, 7,902 million RMB in 2025, 8,649 million RMB in 2026, and 9,375 million RMB in 2027, with a growth rate of -12.5% in 2023 and a projected increase of 9.5% in 2026 [4][25]. - Gross profit is expected to rise from 2,103 million RMB in 2023A to 3,807 million RMB in 2027E, with gross margin improving from 26.7% to 40.6% over the same period [4][25]. - Adjusted net profit is forecasted to be 819 million RMB in 2023, increasing to 2,458 million RMB by 2027, with a significant jump of 107.7% in 2024 [4][25]. Business Performance Overview - In the first half of 2025, the company achieved a revenue of 38.3 billion RMB, a year-on-year decrease of 6.0%. The gross margin was 36.4%, reflecting a year-on-year increase of 1.4 percentage points [25]. - Online music revenue reached 29.7 billion RMB, up 15.9% year-on-year, with subscription revenue growing by 15.2% to 24.7 billion RMB [21][25]. - The social entertainment and other business revenues faced a decline of 43.1% year-on-year, totaling 8.6 billion RMB [21][25]. User Engagement and Community Growth - The report notes a steady increase in monthly active users, with improvements in user engagement metrics such as DAU/MAU ratios and listening duration [25]. - As of June 2025, the platform has over 819,000 registered independent musicians, contributing approximately 4.8 million music tracks [25]. Profitability Forecast and Investment Recommendations - The adjusted net profit for 2025-2027 is projected at 27.58 billion RMB, 22.22 billion RMB, and 24.58 billion RMB, respectively, indicating a growth of 62.3% in 2025, followed by a decline of 19.5% in 2026, and a recovery of 10.6% in 2027 [25]. - The report emphasizes the high entry barriers in the online music service industry and the stable competitive landscape, suggesting significant potential for profitability improvement for NetEase Cloud Music [25].

Investment Rating - The report initiates coverage with a "Buy" rating for the company [9]. Core Views - The company has demonstrated a significant increase in online music service revenue, with a 15.9% year-on-year growth, contributing to a net profit of 18.85 billion yuan in H1 2025, which is a 132.8% increase compared to the previous year [2][3]. - The company is focusing on enhancing its content ecosystem and user experience, while also exploring innovative product features and expanding music consumption scenarios [3]. Financial Summary - In H1 2025, the company achieved a revenue of 38.27 billion yuan, a decrease of 6.0% year-on-year, primarily due to a decline in social entertainment service revenue [2]. - The operating profit for H1 2025 was 8.45 billion yuan, showing a substantial increase, attributed to reduced promotional and advertising expenses [2]. - The gross margin improved to 36.4%, reflecting a 1.4% increase year-on-year [2]. - The company expects EPS for 2025-2027 to be 12.70, 10.31, and 12.13 yuan respectively, with corresponding P/E ratios of 20X, 24X, and 20X [3][4]. Market Data - The target price for the stock is set at 317.8 HKD, with the current closing price at 270.20 HKD [5]. - The stock has shown a 199% absolute return over the past 12 months [6].

证券研究报告 港股通 网易云音乐 (9899 HK) 盈利超预期，经营杠杆持续释放 2025 年 8 月 15 日│中国香港 互联网 | 华泰研究 | | 中报点评 | 投资评级(维持): | 买入 | | --- | --- | --- | --- | --- | | 2025 年 8 月 | 15 日│中国香港 | 互联网 | 目标价(港币): | 360.42 | | | | | 夏路路 | 研究员 | SAC No. S0570523100002 SFC No. BTP154 +(852) 3658 6000 詹博 研究员 zhanbo@htsc.com SAC No. S0570523110002 SFC No. BUS698 郑裕佳 研究员 SAC No. S0570524070002 SFC No. BTB676 zhengyujia@htsc.com +(86) 10 6321 1166 基本数据 | 目标价 (港币) | 360.42 | | --- | --- | | 收盘价 (港币 截至 8 月 14 日) | 270.20 | | 市值 (港币百万) | 58,849 | | 6 个月 ...