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分众传媒20250807
2025-08-07 15:03
分众传媒二季度业绩表现平稳,预计全年收入维持在 130 亿元左右,对 应归母净利润约 55 亿元,按 20 倍市盈率计算,公司市值约 1,100 亿元。 白酒广告投放虽有所下滑,但 AI 学习机等新兴产品带来结构性增长机会, 消费品类整体表现出较强韧性。 分众传媒与支付宝合作的"碰一碰"项目,通过 NFC 技术实现品牌广告 向效果广告的跃升,支付宝计划投入 1 亿元现金红包和大量购物券吸引 用户参与,在三得利测试中,用户触达效率提升 72%,客单价提升 50%,次日留存率提升 69%,用户反馈良好。 分众传媒加装 NFC 模块成本较低,预计 2025 年替换 100 万块屏幕的 总成本为 5,000 万至 8,000 万元,占年度营业成本比例较小。公司可能 探索按点击次数或 GMV 抽成等收费模式,提高商业化转化效果,提升 广告市场份额。 "碰一碰"技术预计在 2025 年第三季度对财务报表产生明显影响,消费 品客户(如三得利)的积极尝试意愿和与外卖闪购场景合作的大额现金 红包,有望推动消费品和互联网客户广告收入增长。 Q&A 对于分众传媒 2025 年第二季度的业绩预期如何? 预计 2025 年第二季度分众 ...
扩内需新招!分众联合支付宝“碰一下”抢红包激发消费新活力
Nan Fang Du Shi Bao· 2025-07-18 07:38
Group 1 - The core idea of the news is the collaboration between Focus Media and Alipay, introducing a new advertising and consumer engagement method in elevators, allowing users to receive cash red envelopes, platform coupons, or brand discount coupons by simply tapping their phones on a designated device [1][3][5] - The initiative targets 400 million urban consumers, aiming to activate consumer spending during idle time while waiting for elevators [1][5] - The process to claim benefits is simplified into three steps: unlocking the phone, tapping it near the blue ring, and receiving the rewards directly into the Alipay wallet [2][4] Group 2 - The types of benefits include cash red envelopes with no usage restrictions, platform coupons for various categories like supermarkets and dining, and brand-specific discount coupons that can be used both online and offline [4] - The project is expected to inject new vitality into the consumer economy, transforming elevator advertising from passive exposure to active participation, aligning with national policies to stimulate consumption [5] - The technology used ensures that personal information remains secure, as the interaction only triggers coupon collection without linking to sensitive data like ID numbers or bank details [5]