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Public company info - Bright Futur Technology Holdings Limited , 01351.HK
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Bright Futur Technology Holdings Limited, 01351.HK - Company Profile
Chairman Dong Hui
Share Issued (share) 500,000,000
Par Currency Hong Kong Dollar
Par Value 0.1
Industry Advertising
Corporate Profile Business Summary: The group is a mobile advertising company offering one-stop and tailor-made advertising services to customers in China. Performance for the year: With a revenue of RMB281.9 million for the year ended 31 December 2019, as compared to that of approximately RMB254.9 million for the year ended 31 December 2018 and RMB102.6 million for the year ended 31 December 2017 representing a CAGR of approximately 65.8%. the group’s profits amounted to approximately RMB30.9 million, RMB42.4 million and RMB38.4 million for the three years ended 31 December 2019, respectively Business Review The group is a mobile advertising company offering one-stop and tailor-made advertising services to customers in China. the group’s mobile advertising services generally include (i) planning and executing advertisement placements for the group’s customers; (ii) production of advertising materials; (iii) arranging publication of advertisements; and (iv) post-publication monitoring services. The following are the major steps of the general process of the group’s mobile advertising services: (1) Advertisers place an advertising order to us; (2A) Through the group’s value-added services provided to the group’s customers which include, among others, (i) update on latest market trend; (ii) in-house design of advertisement, post-publication performance monitoring; (iii) planning and executing advertisement placements and adjustment of advertising strategies to obtain effective results; and (iv) arrangement of suppliers, the group finalise the advertisement for publications; (2B) For intermediary services, the group make prepayments to media publishers on behalf of the group’s customers to purchase virtual tokens for bid for advertisement inventories for advertisement placements; (3) Advertisements are published through the media publishers selected; (4) The target audience make response to the advertisements such as clicking the advertisement, downloading the advertised products or taking effective actions according to the content of the advertisements; (5A) the group charge the group’s customers for service fees based on the agreed pricing terms with credit periods the group granted; and (5B) For the group’s precision advertising services, the group’s suppliers charge us for advertising traffic costs on credit after publication of advertisements. Advertisers are the initiators of the value chain who are in need of marketing solutions for promotion of their products and services as well as brand building. Advertisers tend to engage mobile advertising companies for mobile advertising services because (i) they usually do not directly liaise with major media publishers as they do not maintain a large team of manpower to handle advertisement placement requests; and (ii) the mobile advertising companies provide value-added services to them. The values added by the mobile advertising companies include (i) rich industry experience and specialised knowledge to reach a wide network of media publishers; (ii) full spectrum of add-on services, such as selection of suitable media publishers to accomplish the advertisers’ goals and connect with the media publishers; (iii) price advantages due to the discount offered to them based on their relationship with media publishers; (iv) time advantages for advertisers to save time to the advertising campaign; and (v) favourable payment terms as they may pay for the customers in advance to the media publishers as well as offer credit terms to their customers. The Group, as a mobile advertising company, offer the group’s customers with extensive network of suppliers for placements of advertisements, as well as the group’s experiences and expertise along the service chain so as to assist the group’s customers in achieving their advertising goals. The advertisements are delivered to the target audience via applications on their mobile devices such as mobile phones and tablets. Prospects: The group’s goal is to continuously gain the market share in the rapidly expanding mobile advertising agency market in China. the group intend to pursue the following strategies to achieve the group’s goal. Further expand the group’s intermediary services The group seek to enhance the group’s market presence and coverage on the mobile advertising market by further expanding the group’s intermediary services. the group’s intermediary services will usually first provide an initial advertising proposal to each of the group’s customers. Such proposal usually contain suggestions on enhancing the conversion rate or advertising effectiveness of that particular customer’s products or services, with the estimates of effectiveness for the placing of advertisements at suggested media publishers. In addition to the group’s recommendations, some customers may have media publishers preference for placing their advertisement, and these customers may engage us if the group have the business relationship with the preferred media publishers (or their agents). Therefore, having more choices of media publishers would facilitate with pitching the group’s customers, and the group will be able to provide more accurate projections in the group’s advertising proposals. the group reached four media publishers for the group’s intermediary services in 2016 and subsequently 41, 45, 30 and 13 media publishers during the Track Record Period, respectively, for placing advertisements for the group’s customers. To support the group’s business strategy of expanding the group’s intermediary services in the future, it is essential for us to maintain a balanced mix of media publishers available to the group’s customers. It is the group’s plan to expand the group’s business scale with some of the group’s existing suppliers with a track record of growing popularity. the group will also continue to pay close attention to market trends and identify suitable media publishers with growth potential. the group may consider to obtain the status of core advertising agent from those media publishers as the group consider fit from time to time. In the long run, with the working capital base being strengthened upon [REDACTED], the group aim to (i) expand the group’s business scale by accepting more advertising orders to be placed at media publishers The group is working with; and (ii) provide the group’s customers with more choices of media publishers which have with different coverage and audience group through becoming the core advertising agent of more media publishers with growth potential, in order to seize more business opportunities and attract more prominent customers in the future. Customers have the tendency to select core advertising agents over advertising agents of lower rank, because such status is reflective of their professionalism and quality of service. the group also believe that having more reputable media publishers as the group’s suppliers help us attract more prominent customers. Besides, as a core advertising agent, The group is usually benefited from preferential discount policies offered by the media publishers, which reduce the group’s advertising traffic costs, and in turn improve the group’s profitability. the group also expect to receive direct support and training from the media publishers upon becoming their core advertising agents, so to enhance and improve the quality of the group’s services. Develop and expand the group’s customer base and service offerings The five major upstream industries for advertising market in the PRC in 2019 were medicine and health supplement products, automobile, food and beverage, beauty products and financial services, whereas the major products or services the group advertised for the group’s customers included mobile internet services, mobile utilities, financial services, e-commerce and mobile games during the Track Record Period. The group plan to expand the group’s customer base through establishing business relationships with more customers and advertisers from more diverse industries such as real estate and automobile, of which these products accounted for a minimal portion of the group’s revenue during the Track Record Period. To expand the group’s customer base to cover a wider variety of industries, the group intend to, amongst others, participate in advertising exhibitions, summit meetings and seminars and join the advertising industry association. the group believe that joining these events and advertising industry association allows us to reach out to the group’s targeted potential customers, enhance the group’s popularity among them and to facilitate the establishment of business relationships with them in the future. Further, the group will expand the group’s service offerings, in particular the video format advertisement. the group started to offer the group’s customers with advertisements in video format in around April 2018. Revenue generated from advertisements in video format amounted to approximately RMB38.0 million and RMB380.1 million for the two years ended 31 December 2019 and approximately RMB176.7 million for the four months ended 30 April 2020 (based on the gross basis of revenue recognition) respectively. According to the F&S Report, audience expects video or short-form video to be the display form due to the reasons that (i) they are more willing to watch advertisements in video format as videos have stronger expressive force and thus more influential; and (ii) the video format is more creative and informative which accommodates to internet users’ habits and is able to attract more traffic. Thus, the group will enhance the group’s development in video format advertisement and research in other interactive means of advertisement, for example, formats in mini-game, lucky draw or red packet, in which the audience could typically win product or service coupons for free depending on the game results. In addition, the group will make marketing and promotion efforts by expanding the group’s sales network. Strengthen the group’s data analytics and information technology capabilities The group intend to continue to devote substantial resources in the group’s research and development efforts to strengthen and refine the group’s data analytics and information technologies, in particular the group’s DMP. the group plan to further upgrade and invest in the group’s technology infrastructure to enhance the operation efficiency and stability of the group’s DMP, in order to enhance the quality of the initial advertising proposals the group provided to customers, as well as the quality of services the group provided for publication of advertisement and post-publication monitoring. the group also plan to upgrade the group’s DMP in order to better obtain market data and information of the targeted industries, such as real estate, and automobile, so as to facilitate the group’s plan for targeting advertisers from more industries and for those the group have less presences. The improvement in the group’s information technology capabilities would also enhance the coverage, completeness and application of information provided by the group’s DMP. Attract, retain and develop exceptional employees Since the group’s inception, the group have devoted and will continue to devote substantial efforts to establish a talented employee base in areas such as big data. the group believe that a versatile and experienced management team and employees will provide us with significant advantages in the rapidly evolving market in which the group compete and continue to drive the group’s innovation and growth. the group expect to further expand the group’s research and development team specialised in the field of data analytics to help enhance the group’s technological capabilities and competitive advantages. In view of the expected expansion of the group’s intermediary services, the group will also hire more employees with marketing background for conducting of marketing campaigns, in particular, those focusing on potential advertisers from real estate and automobile industries.

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