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Public company info - UJU HOLDING LIMITED , 01948.HK

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UJU HOLDING LIMITED, 01948.HK - Company Profile
Chairman Ma Xiaohui
Share Issued (share) 600,000,000
Par Currency U.S. Dollar
Par Value 0.01
Industry -
Corporate Profile Business Summary: The group is one of fast-growing market players, despite the group’s short operating history since 2018 in China’s emerging and rapid-growing online short video marketing solutions industry. Performance for the year: During the Track Record Period, the group’s revenue increased from RMB1,156.3 million in 2018 to RMB3,450.9 million in 2019, and further to RMB6,360.7 million in 2020. the group’s revenue increased from RMB1,441.3 million for the four months ended April 30, 2020 to RMB2,214.2 million for the four months ended April 30, 2021. the group’s profit for the year increased from RMB50.1 million in 2018 to RMB81.9 million in 2019, and further to RMB133.2 million in 2020. the group’s profit for the period increased from RMB12.6 million for the four months ended April 30, 2020 to RMB68.6 million for the four months ended April 30, 2021. Business Review The group mainly generate the group’s revenue by providing one-stop cross-media online marketing solutions, in particular online short video marketing solutions, through the group’s media partners for the group’s advertiser customers to market their products and services. Under the all-in-one service, the group’s revenue is generated by providing customized marketing solutions by planning, producing, placing and optimizing online advertisements, especially online short video advertisements, to help the group’s advertiser customers acquire, convert and retain final consumers on various leading media platforms. the group also provide advertisement distribution service, where the group acquire user traffic for the group’s advertiser customers to distribute the advertisements on the online media platforms designated by the advertiser customers. the group establish recognized and long-term partnership with a broad base of premium media partners, including leading online short video platforms, social media platforms and search engine platforms in China, and offer them opportunities to monetize their ad inventories and user traffic more effectively and efficiently. The group operate in a fragmented, competitive and rapid-growing industry where the size of online marketing market in China, as measured by marketing gross billing according to iResearch, increased significantly from RMB218.5 billion in 2015 to RMB766.6 billion in 2020, and is expected to further grow at a CAGR of 16.7% from RMB766.6 billion in 2020 to RMB1,657.3 billion in 2025. According to iResearch, the group contributed to approximately 1.1% of the total marketing gross billing of China’s online marketing market in 2020. The online short video marketing market is an important component and driver of the overall online marketing market. Its market size, in terms of the percentage of the market size of online marketing market, has grown significantly from 6.1% in 2018 to 24.1% in 2020, and is expected to increase to 42.5% in 2025 according to iResearch. The online short video marketing market in China, in terms of the total online short video marketing gross billing, increased significantly at a CAGR of 147.3% from RMB30.2 billion in 2018 to approximately RMB184.6 billion in 2020, and is expected to further grow at a CAGR of 30.7% from RMB184.6 billion in 2020 to RMB704.3 billion in 2025 according to the same source. Meanwhile, according to iResearch, the group ranked the second largest online marketing service provider in China in terms of gross billing generated from online short video advertisements placed on online media platforms in 2020 with market share of approximately 3.0%1 . the group also ranked the second largest online marketing service provider in China in terms of gross billing generated from advertisements placed on online short video platforms in 2020 with market share of approximately 3.9%1 . In addition, the group ranked the largest online marketing service provider in China in terms of gross billing generated from advertisements placed by general e-commerce platform advertisers on online short video platforms in 2020 with market share of approximately 16.0% according to the same source. The group’s rapid growth, in particular, the revenue growth during the Track Record Period was mainly attributable to (i) the rapid growth of online short video marketing industry since 2018; and (ii) the group’s strengths in content production capabilities, market-oriented technology strengths and insightful management leadership to build and develop strong advertiser customer and media partner bases. the group were dedicated to providing high-quality, attention-catching and effective online short video marketing solutions since the group’s incorporation in 2017. As a result of the increasing popularity of online short videos, prevalence of internet mobile devices and upgraded information technology infrastructure, China’s online short video marketing market experienced significant growth since 2018 and its market shares increased to 6.1% of the total online marketing market in the same year. the group were able to enjoy customer and media partner network effects and achieve rapid growth in line with the fast development of online short video marketing solutions market. During the Track Record Period, the group’s total revenue generated from online marketing solutions business increased significantly from RMB1,156.3 million in 2018 to RMB3,450.9 million in 2019 and further to RMB6,360.7 million in 2020, and increased from RMB1,441.3 million for the four months ended April 30, 2020 to RMB2,214.2 million for the four months ended April 30, 2021. the group’s profit for the year increased rapidly from RMB50.1 million in 2018 to RMB81.9 million in 2019 and further to RMB133.2 million in 2020, and increased from RMB12.6 million for the four months ended April 30, 2020 to RMB68.6 million for the four months ended April 30, 2021. In particular, the group’s total gross billing generated from online marketing solutions business increased significantly from RMB1,972.4 million in 2018 to RMB5,152.2 million in 2019 and further to RMB8,767.5 million in 2020, and increased rapidly from RMB2,046.5 million for the four months ended April 30, 2020 to RMB3,123.5 million for the four months ended April 30, 2021. The number of the group’s advertiser customers increased from 484 in 2018 to 757 in 2019 and further to 1,028 in 2020, and increased from 565 for the four months ended April 30, 2020 to 651 for the four months ended April 30, 2021. As at the Latest Practicable Date, the group had over 900 advertiser customers. The average gross billing generated by each advertiser customer, which is measured by the total gross billing divided by the total number of the group’s advertiser customers, increased from RMB4.1 million in 2018, to RMB6.8 million in 2019 and further to RMB8.5 million in 2020, and increased from RMB3.6 million for the four months ended April 30, 2020 to RMB4.8 million for the four months ended April 30, 2021. THE GROUP’S BUSINESS MODEL The group provide one-stop cross-media online marketing solutions through the group’s media partners for the group’s advertiser customers to market their products and services. Generally, as requested by the group’s advertiser customers, the group may place the online marketing solutions to their designated online media platforms. If the advertiser customers have no specific instructions, the group may also place the advertisements on multiple popular online short video platforms with high average DAUs and MAUs taking account of various factors such as the group’s advertising customers’ marketing budgets, KPI requirements and user traffic purchasing costs of the online media platforms. the group charge the group’s advertiser customers primarily on a mixed basis of CPC (cost per click, a pricing model where advertising is paid on the basis of each click of the advertisement) and CPT (cost per time, a time-based pricing model where advertising is paid on a fixed price for a given period), while the group’s media partners charge us and the group pay the traffic acquisition costs in each case based on the same mechanism adopted by us in charging relevant advertiser customers. the group may also charge the group’s customers based on CPA pricing model. During the Track Record Period, revenue generated through CPA pricing model accounted for less than 1% of the group’s total revenue. Most of the group’s advertiser customers set KPI metrics such as cost per clicks, cost of installs, cost of register by new users as well as return of investments, which are mainly used for the advertiser customers’ references to assess the group’s performances but will not affect their payment to us and used by us to assess and optimize campaign performance. THE GROUP’S PROPRIETARY ONLINE MARKETING SOLUTIONS SERVICES PLATFORM – U-ENGINE PLATFORM The group integrate years of online marketing experiences and engaged some software developers in China to develop and launch the group’s self-service U-Engine platform in April 2020. U-Engine platform is an intelligent online short video marketing solution placement, optimization and management platform which allows us to manage the service needs from the group’s customers, produce and store online short video advertisement elements and place them on different online media platforms in a more effective and efficient manner. It can also help us accumulate valuable operational data and information assets for the group’s further content production. Specifically, U-Engine platform is equipped with a wealth of analysis tools and functional modules, covering the full range of the production, storage, intelligent placement, analysis & optimization and management campaigns of the group’s creative online marketing solutions. At present, the group use the U-Engine platform internally. THE GROUP’S CREATIVITY AND CONTENT PRODUCTION CAPABILITY The group see the group’s robust creative content production capability as one of the group’s core competences, enabling us to differentiate from and outperform the group’s competitors in the market. As of the Latest Practicable Date, the group had a content production team of 375 persons with the capacity to produce over 20,000 pieces of online short video and marketing creatives each month. As of the same date, the group have built advanced online short video shooting bases in Beijing and Chongqing, and both of them are equipped with professional equipment. In 2019, the group founded the group’s online short video research center to research the structure, elements, copywriting and consumer profile of popular online short videos, so as to seek the patterns behind such popularity to propose creative insights and innovative ideas and further promote the group’s robust content production capabilities. Prospects: The group plan to implement the following strategies: • Continue to upgrade the group’s U-Engine platform with AI capabilities and SaaS technologies • Explore innovative and intelligent e-commerce marketing solutions on leading online short video platforms • Develop and enhance online short videos content production capacity • Reinforce and expand the group’s relationships with media partners and advertiser customers • Explore strategic alliance, investments and acquisitions to integrate industry resources

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