Core Viewpoint - The incident involving a new user logging into the account of the deceased singer Li Wen highlights significant issues in digital account management and the chaos caused by the recycling of mobile numbers, emphasizing the need for improved governance in digital identity management [1][2][4] Group 1: Current Issues - The phenomenon of "number recycling" has led to confusion and privacy concerns, as new number holders often receive messages and bills intended for previous owners, indicating a lack of effective management in digital identity [2][4] - Users face challenges when trying to register new accounts with recycled numbers, often encountering messages that the number is already in use, which reflects the broader pain points in digital life management [2][3] Group 2: Responsibilities and Solutions - Telecom operators need to enhance control over the number recycling process, including extending the vacancy period for numbers and informing new users about the recycled status of their numbers to mitigate negative impacts [3] - Platforms should upgrade their security mechanisms, such as implementing automatic unbinding for inactive accounts and dual verification for high-risk accounts, to protect user data and privacy [3] - Users are encouraged to take responsibility for managing their digital identities by proactively unbinding applications before changing numbers and reporting any unexpected communications related to previous owners [3] Group 3: Digital Legacy and Governance - The issue of digital legacy management arises when a number holder passes away, necessitating platforms to establish clear mechanisms for managing accounts of deceased individuals to prevent privacy breaches and emotional distress for families [4] - The need for refined governance in the context of number recycling and digital identity management is urgent, calling for collaboration among telecom operators, platforms, and users to ensure a seamless and secure transition of mobile numbers [4]

Investment Rating - The report maintains a "Buy" rating for NetEase Cloud Music [3][8]. Core Insights - The report emphasizes the company's competitive advantages and growth potential, particularly focusing on its young user base and the resilience of the online music industry [7][8]. - The company has improved its liquidity and profitability significantly, with a return to profitability in 2023 and continued improvement expected in 2024 and 2025 [7][26]. Summary by Sections 1. Review: Return to Core Product and Improvement in Liquidity and Profitability - The company has refocused on its music core by simplifying its app and enhancing music recommendations and community experiences [19][22]. - Major copyright returns have strengthened the content offering, covering top artists across various genres [22][24]. - Liquidity has improved, with the proportion of mid-to-long tail equity increasing from 22.8% at the end of 2022 to over 31% currently [24][25]. - The company achieved a gross margin exceeding 36% in the first half of 2025, indicating a strong recovery [7][26]. 2. Industry: Strong Anti-Cyclicality and Favorable Market Structure - The online music market in China is projected to reach 28.8 billion RMB in 2024, growing at 20% year-on-year, with a CAGR of 32% from 2017 to 2024 [35][36]. - Young users are the primary growth driver, with nearly 70% of new users being from the post-2000 generation [37][38]. - The competitive landscape is stable, with Tencent Music and NetEase Cloud Music as the dominant players [40][41]. 3. Growth Drivers: Focus on Young Users with High Certainty and Potential - The user structure influences the company's differentiated copyright strategy, targeting a high proportion of young users [54][62]. - The company aims to increase its paid user base significantly, with projections suggesting a potential membership of over 88 million if the payment wall is raised [9][62]. - The community engagement is high, with average daily usage time nearing 80 minutes, indicating strong user loyalty [69]. 4. Profitability Forecast and Valuation - Revenue projections for 2025-2027 are 7.9 billion, 8.8 billion, and 9.8 billion RMB, respectively, with adjusted net profits of 2.86 billion, 2.33 billion, and 2.74 billion RMB [6][8]. - The report estimates a target market capitalization of 76.5 billion HKD for 2026, based on comparative company valuations [8][9].

Core Viewpoint - The online music industry is becoming a profitable business, with significant revenue growth reported by major players like Tencent Music and NetEase Cloud Music, driven by improved copyright management and user payment habits [1][3][6]. Financial Performance - Tencent Music reported total revenue of 8.44 billion yuan for Q2 2025, a year-on-year increase of 17.9%, with online music service revenue growing by 26.4% to 6.85 billion yuan [1]. - NetEase Cloud Music's revenue for the first half of 2025 was 3.827 billion yuan, a decrease of 6% from the previous year, but online music service revenue increased by 15.9% to 2.967 billion yuan [1]. - Tencent Music's adjusted net profit for the quarter was 2.64 billion yuan, up 33% year-on-year [1]. Market Dynamics - Online music services now account for 80% of Tencent Music's total revenue and 77.5% of NetEase Cloud Music's total revenue, a significant shift from 2018 when these figures were much lower [2]. - The competitive landscape has evolved, with Tencent Music and NetEase Cloud Music now focusing on online music services rather than social entertainment services, which previously dominated their revenue streams [2][3]. Copyright Management - The decline of music piracy in China, from 95% to below 5%, has been pivotal in the growth of the digital music industry, leading to a "copyright accumulation competition" among platforms [4]. - Tencent Music has secured exclusive rights to a significant portion of the music library, forcing competitors like NetEase Cloud Music to pay high prices for licensing [4][5]. - The copyright wars have driven up the prices of music rights, but they have also fostered a culture of paid subscriptions among users [6][7]. User Engagement and Payment Models - Tencent Music's online music subscription revenue reached 4.38 billion yuan in Q2 2023, with a 17.1% year-on-year growth, and the number of paying users increased to 124 million [7]. - NetEase Cloud Music's subscription revenue grew to 2.47 billion yuan, a 15.2% increase [7]. - The platforms have developed a tiered subscription model to enhance user engagement and payment rates, effectively turning music into a sustainable profit-generating business [7]. Competitive Landscape - The rise of new players like "Soda Music" and "Tomato Listening" is challenging the dominance of Tencent Music and NetEase Cloud Music, leveraging lower subscription fees and algorithm-driven user engagement [14][15]. - The competition is intensifying as these new entrants utilize short video platforms to attract users, creating a potential shift in the market dynamics [14][17]. - The future of the online music industry may evolve into a three-way competition, with Tencent Music, NetEase Cloud Music, and new entrants vying for market share [17].

Investment Rating - The report initiates coverage with a "Strong Buy" rating for NetEase Cloud Music [2][6] Core Views - NetEase Cloud Music focuses on "music community + technology empowerment" to build a differentiated advantage in the online music platform, actively expanding quality music content resources in the post-copyright era, targeting a younger demographic, and optimizing membership benefits, leading to continuous growth in membership scale and significant potential for ARPU increase [6][12][41] Summary by Sections 1. Company Overview - NetEase Cloud Music was launched in 2013, focusing on user experience and social innovation rather than engaging in copyright battles with industry giants, establishing a unique development path in the online music market [12][15] - The ownership structure is stable, with major shareholder NetEase holding approximately 59.54% of shares, ensuring concentrated strategic decision-making [17] 2. Core Business - The core business is divided into "online music services" and "social entertainment services," with a strong emphasis on creating a youthful, interactive music community [19] - The platform boasts over 150 million licensed songs and has established partnerships with major record labels, enhancing its content library and user engagement [20][22] 3. Revenue Growth - Online music service revenue is projected to grow by 23.1% year-on-year to 5.355 billion yuan in 2024, driven by optimized membership services and rich content [30] - The membership subscription revenue is expected to increase by 22.2% year-on-year to 4.459 billion yuan in 2024, reflecting the effectiveness of the membership system [30][37] 4. Community Ecosystem - The platform has built a unique community ecosystem that enhances user engagement, with daily user-generated content (UGC) interactions exceeding 1 million comments [59] - The average revenue per user (ARPU) is currently at 6.9 yuan, significantly lower than competitors, indicating substantial room for growth [63] 5. Financial Projections - Revenue is expected to reach 8.237 billion yuan in 2025, with adjusted net profit projected at 1.923 billion yuan, reflecting a strong growth trajectory [7][30] - The company aims to improve its profitability through strategic partnerships and enhanced user experiences, with a focus on expanding its membership base [37][41]

Summary of Key Points from the Conference Call Industry Overview - The conference call focuses on the online music industry, specifically analyzing the competitive landscape and performance of leading companies Tencent Music and NetEase Cloud Music [2][3][4]. Core Insights and Arguments 1. **Market Growth**: The online music market in China is projected to reach 20 billion RMB in 2024, with Tencent Music capturing over 15 billion RMB (26% growth YoY) and NetEase Cloud Music nearing 5 billion RMB (over 20% growth YoY) [3][6]. 2. **Competitive Landscape**: The market is characterized by a "one strong, one leading" structure, with Tencent Music holding 60-70% market share and NetEase Cloud Music 20-30%, indicating a stable competitive environment [3][6]. 3. **User Metrics**: As of the end of 2024, Tencent Music has a total MAU of 570 million and 120 million paying users (21% conversion rate), while NetEase Cloud Music has over 200 million MAU and 50-60 million paying users (over 25% conversion rate) [3][10]. 4. **Content Differentiation**: Tencent Music excels in K-pop licensing, while NetEase Cloud Music appeals to younger audiences with niche genres, highlighting the importance of content differentiation in competition [3][9]. 5. **Future Growth Potential**: The paid user rate in China's online music market is expected to reach 30-35%, translating to 250-300 million subscribers, indicating significant growth potential [3][12]. 6. **Profitability Forecast**: Tencent Music's adjusted profit is expected to reach 9 billion RMB in 2025 (17% growth), while NetEase Cloud Music's profit is projected at around 2 billion RMB, with both companies having room for valuation increases [3][23]. 7. **ARPU Trends**: Tencent Music's ARPU is 10.8 RMB, expected to rise to 11.8 RMB in 2025, driven by premium memberships. In contrast, NetEase Cloud Music's ARPU is below 7 RMB, necessitating strategic improvements to enhance revenue per user [13][20]. Additional Important Insights 1. **Cost Optimization**: Both companies have improved their gross margins through copyright cost optimization and increased self-produced content, with Tencent Music's gross margin at 42% and NetEase Cloud Music at 34% [16][20]. 2. **Non-Subscription Revenue**: Non-subscription revenue is performing well, with NetEase Cloud Music's non-subscription business growing by 28% and Tencent Music by 25%, indicating a shift towards ad-supported models [22]. 3. **Valuation Outlook**: Tencent Music is expected to have a valuation of around 19 times earnings, while NetEase Cloud Music is projected at less than 15 times, reflecting their respective market positions and growth prospects [24][25]. 4. **Future Challenges**: Both companies face challenges in maintaining user engagement and monetization strategies, particularly in light of regulatory changes affecting social entertainment segments [21][26]. This summary encapsulates the key points discussed in the conference call, providing a comprehensive overview of the online music industry's current state and future outlook.