Lehman shares into the subway TV media to accelerate the layout of sports media

The spring of mobile internet is coming. The future of mobile media may become a immersive feeling of WYSIWYG. Its accuracy will be further enhanced, and the value of content production will naturally become more prominent. Transforming mobile media is becoming a new “window” for LED listed companies.

Before the company changed its name to Meida Digital Transformation Digital Marketing, LED listed companies such as Lianjian Optoelectronics and Lehman Co., Ltd. went into the advertising media field.

On the evening of April 11, Lehman shares (300162.SZ) announced that it intends to issue shares and pay cash to acquire 100% equity of Huashi New Culture Co., Ltd., which is jointly owned by VisionChina Media and HD Investment Company, of which about 50% The consideration is paid by way of issuing shares, and about 50% of the consideration is paid in cash. At the same time, the listed company intends to issue matching funds to no more than 5 eligible investors to pay cash considerations, transaction taxes, intermediary fees and supplementary liquidity of listed companies.

According to the data, the main business of VisionChina is to provide metro TV media advertising services to advertisers nationwide, and has accumulated rich industry experience in the field of advertising media, with Baidu, Yihai Kerry, Ctrip, Unilever, McDonald's, KFC, Beinmei, Giant Network, Tencent Technology and other well-known fast-moving consumer goods and Internet industry customers at home and abroad have established stable business partnerships, and operate metro TV media advertising business in 20 cities across the country, accounting for the number of metro cities opened in China at the end of 2014. More than 85% of the service providers are less likely to provide metro TV media advertising services to advertisers nationwide.

Just before the transaction, VisionChina Media has injected its subway TV media advertising business into Huashi New Culture Company as a whole. This has become an important note for Lehman's acquisition of Huashi New Culture at a price of 780 million yuan.

According to Lehman shares, through this merger, listed companies can further promote the synergy between LED advertising media resources and subway TV media resources in the existing sports industry in terms of sales channels, management experience, marketing and technical talents. At the same time, listed companies can rely on the metro TV media resources to realize the realization of the company's sports resources, and effectively extend the sports media resources, so that the economic benefits of sports and metro media business can be effectively improved.

With the increasing competition in the LED industry market, Lehman shares began to penetrate the sports industry and march into the sports media field. On the one hand, relying on the high-tech LED stadium advertising electronic display and related services that cover the Chinese football stadium, and the development and operation of the business rights of the football events inside and outside the sea, the value of sports business benefits is highlighted; on the other hand, the market resources are fully utilized to accelerate Promote the layout of sports strategies.

At present, Lehman has become a strategic partner of the Chinese Football Association and a sponsor of the Super League and the Chinese League. It has deep cooperation with Chinese football competitions and even international competitions; including China Super League, China A, FA Cup, China Nearly 600 top football events, including the team and international friendly matches, provide high-quality stadium full-color display equipment as well as advertising editing and on-site services.

In February 2012, the State Council issued the “Outline of the National Cultural Reform and Development Plan during the Twelfth Five-Year Plan”, proposing “advancing the adjustment of the cultural industry structure, developing and expanding the traditions of publishing, film and television production, printing, advertising, performing arts, entertainment, conventions and so on. The cultural industry will accelerate the development of cultural and creative industries, digital publishing, mobile multimedia, animation games and other emerging cultural industries.

In August 2014, the “Guiding Opinions on Promoting the Convergence Development of Transmission Media and Emerging Media” issued by the Central Comprehensive and Deepening Reform Leading Group proposed “promoting the depth of content, channels, platforms, operations and management of traditional and emerging media. Convergence, focus on creating a number of new mainstream media with diverse forms, advanced means and competitiveness.

The spring of mobile new media is coming.

The subway TV media advertising business acquired by Lehman shares has strong profitability and good development space. According to the simulated consolidated financial statements audited by Zhitong Accounting Firm, Huashi New Culture injected into the metro TV media advertising business and its operating income in 2015 was 233,523,900 yuan, and the net profit realized was 34,724,800 yuan. Through the business integration and business strategy adjustment, Huashi New Culture has experienced rapid growth in profitability in the past two years. According to the "Profit Forecast Compensation Agreement" signed by the counterparty and its supplementary agreement, the counterparty's commitment to the transaction target in 2016, 2017 and 2018 after deducting non-recurring gains and losses shall be net profit of not less than 60 million yuan attributable to the parent company. 80 million yuan and 100 million yuan.

According to the annual report, Lehman's 2015 revenue was 381 million yuan, down 5.99% year-on-year; net profit was 20.1946 million yuan, down 21.64% year-on-year. The profitability of the main business such as display screens has been greatly affected, and the expansion of new fields has become an inevitable choice.

As Li Mantie, chairman of Lehman Co., said, “Overall, the current Chinese sports industry is a big cake, which has led to the infusion of various domestic capitals. As LED displays are playing an increasingly important role in sports competitions. The role, there is no reason to suspect that LED display companies will continue to deepen their layout in the sports industry in the future.

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