Alpha Group(002292) , who welcomed the sanlianban, revealed the secret of the daily limit on the 17th.
” Alpha Group(002292) has been authorized by the head mobile game IP ‘King Glory’, and plans to officially launch version Q box egg series and other related products in the fourth quarter.” Alpha Group(002292) 5 on the evening of May 17, the company said in the change announcement that the company’s self inspection found that the above events may have a certain impact on the company’s stock price.
The source of the news comes from the minutes of the performance explanation meeting released by the company after hours on May 12. Stimulated by the news, the company’s share price rose for three consecutive trading days from May 13.
Alpha Group(002292) behind the power of trendy play, it may be that you have a crush on the “banknote ability” displayed by bubble mart with the help of its core product Molly. This unsightly IP product had a revenue of 705 million yuan last year, an increase of 97.6% year-on-year. The industry expects that the scale of the tide play market will reach 47.8 billion yuan in 2022. Alpha Group(002292) , which started with toys, tries to find new growth points in this similar track.
blind box sales revenue exceeded 100 million yuan
Trendy toys are becoming an important carrier for the leisure and communication of the new generation of young people, and the market potential is huge. According to the 2021 China trend toy market development report released by the national survey and big data research center of the Chinese Academy of Social Sciences, the scale of China’s trend toy industry was about 6.3 billion yuan in 2015. By 2020, the scale of China’s trendy toy market had reached 29.5 billion yuan, with a six-year CAGR of 36%. It is expected that the scale of China’s trendy toy market will reach 47.8 billion yuan in 2022.
With the rise of tide play, bubble Mart became the first share of the blind box. The company was listed in Hong Kong in December 2020, and the market value soon stood at 100 billion yuan. Although the share price has fallen since then, its performance is still commendable. In 2021, the revenue of bubble Mart reached 4.49 billion yuan, a year-on-year increase of 78.7%. The annual revenue of core product Molly was 705 million yuan, a year-on-year increase of 97.6%.
As a traditional toy giant, Alpha Group(002292) in the second half of 2021, it established the tide play business department to carry out independent management and operation, and continued to give resource support. The number of tide play team has exceeded 50, covering relevant links from R & D and design, supply chain production management to channel sales, user operation and so on.
Alpha Group(002292) 2021 annual report disclosed that during the reporting period, the company successively launched a number of blind box products such as “Yin Yang master”, “sank toys”, “star bear”, and made efforts in the C-end channel to create the brand of “unlimited playing points”, strengthened promotion through wechat official account, microblog, little red book and other social media, and actively carried out live broadcasting and cargo carrying business to strengthen the operation of full link users. Through the strategy of differentiated competition, the blind box business of the company has made a rapid breakthrough, and the overall sales revenue has exceeded 100 million yuan.
For this year’s layout, Alpha Group(002292) said that the tide play business will focus on users and products, do a good job in key projects and products, and consolidate its competitive advantage in the field of game IP segmentation. The company said that the current tide play project has sufficient reserves and will accelerate the pace and continue to launch multiple projects. The company has obtained the authorization of “King glory” of head mobile game IP, and plans to officially sell Q version box egg series and other related products in the fourth quarter; The first bullet of the hero seal blind box of the “hero alliance” series, which is the general distribution agent of the company, has been officially put on sale in the tmall flagship store of “play unlimited”; The company has reached cooperation with Funko, a well-known pop culture and creative toy company, and opened the “popasia tmall flagship store”, which is responsible for selling Funko’s Marvel series, Harry Potter series, NBA series and other trendy products; The company will also launch a number of new products, such as the fifth bullet of the “Yin Yang division” Q version blind box, the “heavenly blessing” character and scene blind box, and the “lazy sheep’s Daily” theme blind box.
The reporter of China Securities Journal noted that Alpha Group(002292) first disclosed the authorization of “King glory” in the 2021 annual report on the evening of April 29, which was widely known by the market. At the performance explanation meeting held by the company on May 11, the company emphasized again in answering investors’ questions. This information was quickly concerned by the market after disclosure.
gross profit margin improved
Alpha Group(002292) in recent years, the performance is not ideal. There was a loss of 400 million yuan in 2020 and 2021. With the help of revenue advantages, the company avoided “wearing hats”.
In the first quarter of this year, Alpha Group(002292) the overall performance has not improved. In the first quarter, the revenue was 668 million yuan, a year-on-year decrease of 0.74%, and the net profit turned from profit to loss, which was -306259 million yuan.
However, Alpha Group(002292) at the recent investor briefing, since the beginning of 2022, the external environmental impact has gradually improved, the international shipping price has dropped, and the RMB exchange rate has gradually stabilized. Affected by this, in the first quarter of 2022, the gross profit margin of the company’s main business rebounded month on month, and the revenue of infant and child products increased by 21.90% and 29.87% year on year and month on month respectively. The overall business trend of the company is good.
As for the growth momentum of the company concerned by the outside world, Alpha Group(002292) stressed that in terms of content production, the company will launch a number of animation dramas such as “super flying man” and “Balala little devil Fairy” this year, and a new IP animation will be launched in the second half of the year. In addition, the first big film of “super flying man”, “cute chicken team”, “beckon bear” and other animated films are also under preparation. In terms of toys, with the broadcast of the drama series, the company will launch a variety of new toy products of super Feixia and Balala little magic fairy series. In the third quarter, it will also launch a new IP “extraordinary little hero” series of new products to continue to build trendy toy products such as gyroscopes. In terms of infants and children, the company will make full use of the advantages of IP to empower Aobei, create a variety of new products, and plan to raise the price of overseas infants and children’s products in the follow-up to improve the gross profit margin.
