证券研究报告 | 行业专题研究 gszqdatemark 2025 05 08 年 月 日 传媒 25Q1 整体业绩显著回暖，游戏、影视院线表现突出 2024 年传媒板块业绩承压，2025Q1 业绩同比显著回暖。2024 年传媒板块营收 6106.4 亿 元，同比增长 0.51%；归母净利润 184.3 亿元，同比下滑 52.96%。从体量看，营收前三的 板块分别为广告营销、出版阅读和互联网，归母净利润前三的板块分别为出版阅读、广告营 销和游戏。2025Q1 传媒板块实现营业收入 1473.8 亿元（yoy+0.74%），归母净利润 111.1 亿元（yoy+41.58%）。从体量看，营收前三的板块分别为广告营销（391.09 亿元， yoy+0.21%）、出版阅读（332.55 亿元，yoy-3.99%）和互联网（251.49 亿元，yoy-20.00%）， 归母净利润前三的板块分别为出版阅读（35.21 亿元，yoy+34.48%）、游戏（31.04 亿元， yoy+45.95%）和广告营销（16.42 亿元，yoy+10.06%）。估值层面来看，传媒行业估值 27x 仍处于历史底部区间。 游戏：年度收入 ...

Investment Rating - The report maintains an "Accumulate" rating for the media industry [8] Core Insights - The media sector experienced significant recovery in Q1 2025, with a year-on-year revenue increase of 0.74% to 147.38 billion yuan and a net profit increase of 41.58% to 11.11 billion yuan [15][23] - The gaming sector showed strong growth, with Q1 2025 revenue reaching 24.51 billion yuan, a 21.83% year-on-year increase, and net profit of 3.10 billion yuan, up 45.95% [60] - The internet sector's revenue grew by 1.33% in 2024, but net profit fell sharply by 76.11% [67] - The advertising sector's revenue increased by 4.54% in 2024, with a notable recovery in Q1 2025, achieving a net profit of 1.64 billion yuan, up 10.06% [4] - The film and television production sector saw a significant rebound in Q1 2025, with revenue of 7.51 billion yuan, a 67.96% increase year-on-year [5] - The cinema sector benefited from a strong recovery, with Q1 2025 revenue of 7.96 billion yuan, up 22.38% year-on-year [6] - The publishing and reading sector's revenue remained stable, with a net profit increase of 34.48% in Q1 2025 [7] Summary by Sections Overall Performance - In 2024, the media sector's revenue was 610.64 billion yuan, a 0.51% increase, while net profit dropped by 52.96% to 18.43 billion yuan [15] - The top three revenue-generating sectors were advertising marketing, publishing and reading, and the internet [15] Gaming Sector - The gaming sector's revenue in 2024 was 84.51 billion yuan, a 6.92% increase, with a net profit decline of 41.67% to 3.63 billion yuan [50] - In Q1 2025, the gaming sector's revenue was 24.51 billion yuan, a 21.83% increase, and net profit was 3.10 billion yuan, up 45.95% [60] Internet Sector - The internet sector achieved a revenue of 119.31 billion yuan in 2024, a 1.33% increase, but net profit fell to 1.14 billion yuan, down 76.11% [67] - In Q1 2025, revenue was 25.15 billion yuan, a 20% decrease year-on-year, but net profit increased by 33.95% to 0.56 billion yuan [3] Advertising Sector - The advertising sector's revenue in 2024 was 167.22 billion yuan, a 4.54% increase, with a net profit of 5.30 billion yuan, down 13.92% [4] - In Q1 2025, revenue was 39.11 billion yuan, a 0.21% increase, and net profit was 1.64 billion yuan, up 10.06% [4] Film and Television Production Sector - The film sector's revenue in 2024 was 19.24 billion yuan, a 4.64% decrease, with a net loss of 2.29 billion yuan [5] - In Q1 2025, revenue surged to 7.51 billion yuan, a 67.96% increase, with a net profit of 1.19 billion yuan, up 106.12% [5] Cinema Sector - The cinema sector's revenue in 2024 was 21.27 billion yuan, a 16.81% decrease, with a net loss of 1.09 billion yuan [6] - In Q1 2025, revenue was 7.96 billion yuan, a 22.38% increase, and net profit was 1.27 billion yuan, up 78.38% [6] Publishing and Reading Sector - The publishing sector's revenue in 2024 was 153.13 billion yuan, a 2.78% decrease, with a net profit of 13.35 billion yuan, down 34.66% [7] - In Q1 2025, revenue was 33.26 billion yuan, a 3.99% decrease, but net profit increased by 34.48% to 3.52 billion yuan [7]

Core Viewpoint - The implementation of the dual-group technical standard for "Metadata Management Guidelines for Creative Materials in Internet Advertising Based on Generative Artificial Intelligence" marks a new phase of standardized and regulated development in AI marketing in China, effective from January 1, 2025 [1][2]. Group 1: Standard Development - The standard was proposed by LEO Digital and successfully established during the 11th meeting of the Internet Advertising Standards Joint Working Group in June 2023, undergoing multiple rounds of review before approval at the 15th meeting [2]. - It covers the entire lifecycle of AIGC advertising creative materials, including generation, storage, usage, and destruction, and specifies key metadata management fields such as producer, time, device, and generation elements [2][3]. - The standard aims to enhance the traceability and compliance of creative materials, providing a strong operational framework for advertisers, platforms, and service providers [2]. Group 2: Industry Collaboration and Future Directions - LEO Digital emphasizes the importance of technology-driven collaboration in establishing industry standards, aiming to enhance the overall technical level of the industry under the guidance of regulatory authorities [2][3]. - The company plans to integrate this standard into its AIGC advertising platform "LEO AIAD" starting in the second half of 2024, achieving systematic deployment of the metadata management module [2]. - The implementation of this standard not only fills the gap in AI advertising standards but also lays a foundational framework for new infrastructure in AI marketing, promoting safe, regulated, and efficient applications of AI in the marketing field [3].

（原标题：莫康孙：中国广告人要有文化自信 |幼狮评委说1） 4月29日，2025戛纳"幼狮杯"中国冠军选拔赛终审会在北京举办。上海马马也文化传播有限公司创始人 兼CEO 莫康孙担任本届戛纳幼狮中国区选拔赛评审团名誉主席。 他与戛纳幼狮的缘分横跨 30 年，回首往昔，莫康孙感慨万分，"30 年前，我在完成戛纳作品评审工作 后，意外被拉去参与第一届幼狮评选，这段奇妙的经历开启了我与幼狮比赛的不解之缘。此后，中国广 告逐步在戛纳等国际赛事中崭露头角，而这离不开主办方多年来坚持举办选拔赛事，为中国广告人才搭 建通往国际舞台的桥梁。" A：从作品本身虽未发现极具突破性的行业趋势，但值得注意的是，无论何种类型的项目 —— 即便是 平面设计等传统领域，选手们在创意传播提案中，都不约而同地融入了社交媒体元素。这表明，社交媒 体已成为当下广告传播链条中不可或缺的重要环节，也折射出行业对社交平台传播价值的高度重视。 Q：您认为当前行业最需要怎样的人才？本届选手是否展现出相关特质？ A：在我看来，"文化自信" 是当下广告行业人才最需具备的核心素养。令人欣喜的是，新一代广告人身 上不仅展现出强大的文化自信，更具备扎实的专业能力与十足 ...

传媒互联网行业 24 年报及 25 一季报综述： 触底反弹，欣 欣向荣 20250507 摘要 • 游戏市场在 2023-2024 年受益于版号恢复发放，腾讯《DNF》等重磅游 戏上线，2025 年 A 股游戏公司迎来产品大年，新游如完美世界《诛仙》 表现超预期，带动板块收入恢复双位数增长。 • AI 技术在游戏领域应用从降本增效转向增收，米哈游探索原生 AI 内容创作， 凯英参投 AI 3D 游戏，巨人网络利用 Deepseek 商业化太空狼人杀，政策 利好如税收减免、再融资放开支持 AI 与游戏结合。 • 芒果 TV 会员数量双位数增长，但品牌广告受宏观经济压制，一季度收入 利润下滑受出清低毛利业务影响。优化业务结构、探索新营收模式是应对 挑战的关键。 • 广告业务受宏观经济影响承压，会员业务通过增加 SVIP 等高端服务及渠 道合作实现量价齐升，预计 2025 年会员数量冲击 8,000 万，维持双位数 增长，广告业务需等待促消费政策。 • 整体广告市场小个位数增长，效果广告表现突出，品牌广告承压。分众传 媒跨周期能力强，整合新潮后有望通过涨价及降低成本提升利润率。 Q&A 传媒行业在 2024 年和 ...

Group 1: Company Performance - Wens Foodstuff's April chicken sales revenue was 2.543 billion yuan, a year-on-year decrease of 5.01% [1] - Wens Foodstuff sold 10.381 million chickens in April, a year-on-year increase of 10.87% [1] - Wens Foodstuff's average chicken selling price was 11.24 yuan/kg, a year-on-year decrease of 14.91% [1] - Zhongtong Bus's April vehicle sales volume was 1,046 units, a year-on-year decrease of 4.04% [1][2] - Kemin Food's April pig sales revenue reached 70.9048 million yuan, a year-on-year increase of 16.04% [3] - Muyuan Foods sold 6.573 million pigs in April, a year-on-year increase of 51.80% [5] - Muyuan Foods' pig sales revenue was 12.595 billion yuan in April, a year-on-year increase of 53.42% [5] - Xiamen Airport's April passenger throughput was 2.3881 million, a year-on-year increase of 7.73% [24] - Daqin Railway's April cargo transport volume was 30.62 million tons, a year-on-year increase of 0.99% [26] - Shaanxi Coal's April coal production was 14.24 million tons, a year-on-year decrease of 1.78% [28] Group 2: Industry Overview - Wens Foodstuff operates in the agriculture, forestry, animal husbandry, and fishery industry, specifically in pig farming [1] - Zhongtong Bus operates in the automotive industry, focusing on commercial vehicles [2] - Kemin Food operates in the food and beverage industry, specifically in food processing [3] - Muyuan Foods is also in the agriculture, forestry, animal husbandry, and fishery industry, focusing on pig farming [5] - Xiamen Airport is part of the transportation industry, specifically in airport operations [24] - Daqin Railway operates in the coal industry, focusing on coal mining and transportation [26] - Shaanxi Coal is also in the coal industry, focusing on coal mining and related services [28]

全球变局下的复盘与审视，哪些方向值得 坚守？——港股互联网行业策略报告 证券研究报告 2025年5月6日 付天姿 CFA FRM 研究所所长助理，海外组组长，海外TMT首席，执业证书编号： S0930517040002 赵越 海外&互联网分析师，执业证书编号： S0930524020001 杨朋沛 海外&互联网分析师，执业证书编号： S0930524070002 联系人：宾特丽亚 核心观点 重点标的更新：1、阿里巴巴-W：1）电商业务有望边际改善，淘天take rate有望呈止跌回升趋势，受益于全站推广的 渗透率提升和基础软件服务费的应用。后续AI 结合电商有助于改造电商消费入口，重点战略偏向提升变现效率和ROI， 利润有望稳中有增。2）云业务后续增速预期有望受益AI需求迎来上修，阿里大规模基础设施建设投入，Deepseek证 明AI需求。2、腾讯控股：游戏春节表现理想，关注《无畏契约手游》、《王者荣耀世界》等管线。广告受益于AI升级 技术平台，视频号加载率有望提升。capex投入逐步创造收入、元宝等AI应用驱动内部需求，企业服务收入预计增长。 3、网易-S：游戏未受关税影响，关注《七日世界》、《无限大》。快 ...

大家好，我是卫明。 特朗普发起的关税战影响正在加深显现。今天聊聊最新情况，全文尽量无废话。 4月29日，美国市场一些最大的鞋类品牌请求特朗普暂缓加征关税。 这次不是一个品牌，而是美国鞋类分销商和零售商协会（FDRA）牵头，耐克、阿迪达斯、斯凯奇、安德玛等76个品牌联署写信请求豁免"对等关 税"政策，避免企业倒闭。 这封联名信里强调，平价鞋类公司无法承受高达150%-220%的综合关税（原有税率已为20%-37.5%），且无法转嫁成本；而且很多订单也因为关 税不确定性而搁置，导致鞋类库存未来几个月可能会面临短缺。 这等于是堵住了商品分散包裹避税的正规路子。 此举导致一些外国品牌停止发货，一些中小企业选择退出美国市场，而一些电商平台被迫重组物流体系，提高商品售价，并加速在美国建设本地 仓库，以避免高关税的直接冲击。 有消息说，洛杉矶港口出现"集装箱堆积但仓库无货"现象，34%订单被迫暂停。同时，根据联合早报报道，香港货运代理业正遭受中美关税战的 冲击，从5月12日起的一周内，从香港到北美西海岸的集装箱班轮有高达41%被取消。 随着时间推移，关税战对中美双方的影响会越来越明显，美国消费者会感受到高价和更慢的物流，而 ...

游戏 业绩超预期，看好新游周期开启。2024年及2025Q1 A股游戏公司合计实现营收873.7、248.2亿元， yoy+8%、+21%，世纪华通爆款手游《无尽冬日》表现亮眼提振板块增速。截至2025Q1末，A股游戏公 司合同负债合计71.9亿元，同比增长7.5亿元，环比增长0.7亿元，反应A股游戏公司流水稳健增长态势。 2024年及2025Q1 A股游戏公司合计实现归母净利润68.4、42.4亿元，yoy-14%、+61%。该行看好2025年 买量市场竞争趋缓，新游周期开启驱动业绩增长，同时期待AI催化提振板块估值。 智通财经APP获悉，东吴证券发布研报称，传媒业25Q1整体表现优于预期，爆款驱动影视及游戏板块 增长。24Q4、25Q1传媒板块合计实现收入1,393亿元、1,240亿元，同比下滑2%、增长5%;板块增速实现 企稳回升，整体表现略好于市场预期。其中受爆款催化的影视院线及游戏板块表现出色，其他板块整体 表现相对平稳。 东吴证券主要观点如下： 营销 2025年迎来"开门红"，期待后续内容表现。24Q4影视院线行业实现收入98.4亿元，同比下滑6%，主要 受优质电影数量有限影响;25Q1影视院线行 ...

Core Viewpoint - The case of Zitian Technology highlights the deep-seated contradictions in corporate governance and regulatory arbitrage within the capital market, serving as a cautionary tale of systemic financial fraud and extreme resistance to regulation [1] Group 1: Financial Fraud and Regulatory Resistance - The crisis of Zitian Technology traces back to the change of actual controller in 2016, leading to aggressive capital operations that created a facade of prosperity, with accounts receivable reaching 2.194 billion yuan by the end of 2022, exceeding annual revenue [2] - Systematic fabrication of transactions was revealed, including the forgery of 812 million yuan in server prepayments in 2022, which later turned into unsubstantiated inventory, and the recognition of revenue from cloud services that had not commenced operations [2] Group 2: Regulatory Confrontation and Consequences - The company faced comprehensive resistance during the on-site inspection initiated by the Fujian Securities Regulatory Bureau in April 2024, including a vacant registered address and refusal to provide financial materials, leading to two investigations by the CSRC in September and October 2024 [3] - As of May 6, 2025, the company's stock has been suspended, with a risk of delisting if the annual report is not disclosed within two months, following a net outflow of 140 million yuan in principal funds in the five trading days before suspension [4] Group 3: Punitive Measures and Regulatory Changes - The incident set multiple regulatory records, with the audit partner fined 1 million yuan and banned from the market for six years, while the actual controller and executives faced fines totaling 800,000 yuan and a ten-year market ban [5] - This combination of penalties signifies a shift in regulatory focus from mere punishment to disrupting the capacity for illegal activities, particularly targeting key links in the financial fraud ecosystem [5] Group 4: Transformation and Governance Deficiencies - Zitian Technology's aggressive transformation from traditional forging machinery to internet advertising and cloud services is characterized as "pseudo-innovation," lacking substantial business support, leading to significant goodwill impairment of 569 million yuan in 2023 [6] - The crisis of Zitian Technology transcends individual cases, becoming a litmus test for the market clearing mechanism under the registration system, with potential delisting marking a precedent for forced delisting due to continuous regulatory resistance and systemic financial fraud [6]