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AceSU

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- AceSUAceSU
  ·2022-06-08
  666
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- AceSUAceSU
  ·2022-01-15
  666
  28 billion rights issue! The securities "first brother" collapsed himself first
  有些公司你买入持有，每年还有分红送钱，可是有些公司你买入了，不但没钱送，反而还得向你要钱。昨晚，券商“一哥”中信证券历时11个月的“要钱”计划正式落地，280亿的配股规模，超过招商证券2020年的12
  28 billion rights issue! The securities "first brother" collapsed himself first
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- AceSUAceSU
  ·2021-09-24
  $海底捞(06862)$?
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- AceSUAceSU
  ·2021-08-16
  Up up up
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- AceSUAceSU
  ·2021-07-11
  ???
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- AceSUAceSU
  ·2021-07-07
  DIDI up
  Will advertising become the core revenue when Didi puts on a big screen in Licheng special car?
  种种迹象显示，滴滴正在加快户外广告业务的布局。长庚君了解到，滴滴已在部分礼橙专车上投放了车载广告屏，这是继一个月前滴滴在快车上投放车载广告屏后，再度加快该项业务的布局。(之前的报道在这里） 6月初，
  Will advertising become the core revenue when Didi puts on a big screen in Licheng special car?
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- AceSUAceSU
  ·2021-07-01
  Is it time to buy?
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- AceSUAceSU
  ·2021-06-27
  I waiting for it...
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- AceSUAceSU
  ·2021-06-27
  ???
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- AceSUAceSU
  ·2021-06-25
  ???
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The securities \"first brother\" collapsed himself first","url":"https://stock-news.laohu8.com/highlight/detail?id=1140376268","media":"格隆汇投资学苑","summary":"有些公司你买入持有，每年还有分红送钱，可是有些公司你买入了，不但没钱送，反而还得向你要钱。昨晚，券商“一哥”中信证券历时11个月的“要钱”计划正式落地，280亿的配股规模，超过招商证券2020年的12","content":"<p><html><head></head><body>If you buy and hold some companies, you will receive dividends every year, but if you buy some companies, not only will you have no money to give away, but you will have to ask you for money.</p><p>Last night, the brokerage \"first brother\"<a href=\"https://laohu8.com/S/600030\">CITIC Securities</a>The 11-month \"money-asking\" plan was officially implemented, with a share allotment scale of 28 billion, exceeding<a href=\"https://laohu8.com/S/600999\">China Merchants Securities</a>The 12.7 billion yuan allotment in 2020 has become the largest allotment financing in the brokerage industry.</p><p><b>The rights issue has always had a short-term negative impact on the stock price. For the shareholders who hold it, \"being beaten\" is definitely indispensable, and they have to consider whether to participate in the rights issue.</b></p><p><img src=\"https://static.tigerbbs.com/9d857b3724e40eef11047ff3e34d8434\" tg-width=\"553\" tg-height=\"280\" referrerpolicy=\"no-referrer\"/></p><p>(Data source: Choice,<a href=\"https://laohu8.com/S/06030\">CITIC Securities</a>Time-sharing trend)</p><p>In early trading today, CITIC Securities did not unexpectedly gap open low by 3%, and went all the way to the dark, dragging all the \"younger brothers\" in the entire securities sector into the water. If the Shanghai Composite Index underperformed the GEM Index today, it must have CITIC Securities' \"credit\". As of the close, CITIC Securities fell 5%, almost closing at the lowest level, and the securities sector fell 2.38%.</p><p>In the memory of most old investors, CITIC Securities is the big brother in the industry. In 2015, CITIC Securities was arrogant and once became the largest brokerage giant in Asia and the fourth largest brokerage giant in the world. However, six years later, it was actually pulled down by Dongcai in China.</p><p>The market value of CITIC Securities was changed in June this year<a href=\"https://laohu8.com/S/300059\">Oriental Fortune</a>Surpassing and falling to the second place, although Oriental Fortune has fallen back some these days, its market value still exceeds that of CITIC Securities by a lot.</p><p>With this huge allotment of 28 billion yuan, can Brother Yi save his dignity?</p><p><i><b>01、</b></i><b>Who has the rights issue benefited?</b></p><p><b>For CITIC Securities itself, rights issue is a more appropriate refinancing method at present. On the one hand, it can directly obtain large amounts of financing from the market, on the other hand, it does not dilute the equity of the controlling shareholder.</b></p><p>The allotment is directly directed to all old shareholders, so the financial pressure shared by each investor will be much smaller. In addition, the equity ratio of major shareholders of CITIC Securities is already very low, and direct allotment of shares will not dilute equity. From the third quarter, the proportion of equity held by the major shareholder CITIC Co., Ltd. is not high, accounting for only 15.47%.</p><p>In this allocation, CITIC Securities raised about 28 billion in this allotment, of which 23 billion was raised in A-share allotment and 5 billion in H-share allotment.</p><p>If 28 billion yuan is raised, it is equivalent to directly supplementing 28 billion yuan of net cash assets. The company's net assets at the end of 2021 will be 209.1 billion, which will exceed 237 billion after the allotment is completed, and the gap behind the second-place Haitong will exceed 70 billion.</p><p>In the brokerage industry, total assets are undoubtedly the most important way to consider, so this allotment of shares will greatly increase the asset scale of CITIC Securities, thus further consolidating its leading position in the industry.</p><p><b>However, the rights issue may have short-term negative effects for investors. On the one hand, after the rights issue, the stock price is diluted, and the number of stocks in circulation will increase. On the other hand, if you do not participate in the allotment, the lower the allotment price, the more you will lose.</b></p><p>According to the announcement, the rights issue will be allotted to all A-share shareholders at a ratio of 1.5 shares for every 10 shares. The allotment price is 14.43 yuan per share, which is lower than the previous day's closing price of 26.36 yuan, which is equivalent to a 55% discount.</p><p>If you have 100 shares of CITIC Securities in your hand, then you have the pre-emptive right to subscribe for 15 shares in this allotment. Of course, you can also give up the subscription right for these 15 shares, that is, give up the allotment.</p><p>For shareholders who haven't sold their holdings, if they don't participate in the rights issue, they will have to bear a loss of 6%. Then the question is. Now that there has been a certain decline, is CITIC Securities still worth allocating?</p><p>In the short term, the stock price fell by 5% today. The stock price opened on Monday and fell directly to around the price of 24.8 yuan after the ex-rights allotment. According to the closing price of 25.03, it was a drop of less than 1%. In other words, if you have been \"beaten\" today and haven't sold, and you don't want to pay for the allotment of shares, you will lose another 1% at most.</p><p>As for whether it is optimistic in the future, it has to test investors' beliefs.</p><p><i><b>02、</b></i><b>Challenged</b></p><p><b>The worst thing about CITIC Securities being \"hacked\" is its reverse indicator.</b></p><p>Last year's vigorous big white horse market, CITIC Securities will<a href=\"https://laohu8.com/S/600519\">Kweichow Moutai</a>The target price is set at 3,000 yuan, and the stock price of Kweichow Moutai rose 5.9% that day, which is also the last positive line before the stock price of Kweichow Moutai peaks.</p><p>Everyone knows the story since then. Moutai has fallen 35% in just over half a year. The latest stock price is 1,662 yuan, and its market value has evaporated by 11,000 yuan.</p><p>Last July,<a href=\"https://laohu8.com/S/300750\">Ningde era</a>Driving wildly and rising all the way, CITIC Securities released a research report on July 30, saying that it maintains the buy rating of CATL, with a target price of 754 yuan per share in 2023. Compared with the closing price of 556.8 yuan on the 29th, it is 35% higher. However, unfortunately, Ningwang hit a record high in intraday trading on the 30th, but closed down 1.15% in a single day, and started the road to a pullback/retracement, during which it once fell below 470 yuan.</p><p><b>It is not enough to look at long targets, but bearish targets seem to have influence.</b></p><p><a href=\"https://laohu8.com/S/600927\">Yongan Futures</a>It was listed at an issue price of 17.97 yuan on December 23, 2021. After listing, it rose by the daily limit for 6 consecutive days. It hit the highest price of 41.69 yuan on December 30, and its market value once exceeded 60 billion yuan. Subsequently, on December 31, Yongan Futures experienced a daily limit adjustment, and CITIC Securities released a research report on January 3, 2022 to step on Yongan Futures again, saying that the stock price had 35% downside. As a result, \"Qimao\" crashed again at the opening of the New Year.</p><p><img src=\"https://static.tigerbbs.com/5fccb088cf8458fdf5b2f6011ef62c62\" tg-width=\"553\" tg-height=\"280\" referrerpolicy=\"no-referrer\"/></p><p>(Data source: Choice, Yongan Futures time-sharing trend)</p><p>Unfortunately, today's intraday daily limit of Yongan Futures closed at 34.41, an increase of 8.27%. It seems that it is much far away from the bearish target price of CITIC Securities in 22 yuan.</p><p>Ningde, Moutai, etc. are undoubtedly very excellent companies in various tracks, and the valuation of Yongan Futures is not a cheap target. However, when CITIC Securities gives the target price, sometimes the luck is a bit bad, resulting in the short-term loss of some accuracy.</p><p><b>The deviation from the target price is not limited to these tickets that are widely talked about by investors. Of course, there are also drastic changes in the macro environment and the deviation from the main line of market speculation behind this. It's just a coincidence that the \"first brother\" encountered it.</b></p><p>In addition to the hacking of direction indicators, the company's market value has been lagging behind Oriental Fortune recently. 50 securities firms with a total market value of 4 trillion. The wealth of Oriental, the first brother of the brokerage firm, is 334 billion, which is 10.4 billion higher than that of CITIC Securities. What you need to know is that during the 2015 bull market, when CITIC's historical stock price was the highest, its market value was close to 400 billion. At that time, Dongcai was less than 50 billion, and its market value ranked outside the 20th place. The former was 8 times that of the latter.</p><p><b>Of course, in the same industry, the mentality of holding Dongcai and CITIC is quite different.</b>Since Dongcai went public in 2010, the cumulative increase has been 32 times, while CITIC has less than doubled during the same period. In 2021, Dongcai will rise by 44%, while CITIC Securities will fall by 9%.</p><p>Without comparison, there is no harm. It can be seen that investors holding CITIC Securities are very puzzled.</p><p><i><b>03、</b></i><b>A lean camel is bigger than a horse</b></p><p>While market cap is temporarily lagging behind, Big Brother<b>CITIC's fundamentals are relatively solid.</b></p><p>Just the day before the allotment announcement was released yesterday, CITIC Securities also showed its \"muscles\" to investors. The company released its 2021 annual performance report, in which revenue was 76.5 billion yuan, a year-on-year increase of 40.8%, net profit attributable to the parent company was 23 billion yuan, a year-on-year increase of 54.2%, and ROE, which value investors are more concerned about, was 12.01%, a year-on-year increase of 3.58 percentage points.</p><p><img src=\"https://static.tigerbbs.com/2780f5270ca95f901cd5683b4cb812fe\" tg-width=\"410\" tg-height=\"285\" referrerpolicy=\"no-referrer\"/></p><p>(Data source:<a href=\"https://laohu8.com/S/300033\">Straight flush</a>, CITIC Securities Performance Express)</p><p>The company's revenue in the fourth quarter alone was approximately 18.8 billion yuan, a year-on-year increase of more than 50%, and the net profit attributable to the parent was 5.3 billion yuan, a year-on-year increase of more than double. Based on this calculation, the company's fourth-quarter performance greatly exceeded expectations.</p><p><b>The exceeding expectations was mainly due to the rising market sentiment in the fourth quarter, the rapid development of derivatives business, and the high year-on-year increase in investment banking business and other business income.</b></p><p>In addition, many indicators of CITIC Securities are still in the forefront, and the position of Big Brother is not easy to shake.</p><p>In 2021, the IPO scale of CITIC Securities will be 85 billion, a year-on-year increase of 88%, ranking first in the industry; The number of IPOs is 68, an increase of 27 from last year, ranking first in the industry. The refinancing scale was 253.9 billion, a year-on-year increase of 40%, ranking first in the industry. Bond underwriting was 1,563.4 billion, +20% year-on-year, ranking first in the industry. The net income of the asset management business in the third quarter still ranked first, with an increase of more than 64%.</p><p><img src=\"https://static.tigerbbs.com/c4069729236c1f8455fca314d212fcb6\" tg-width=\"408\" tg-height=\"279\" referrerpolicy=\"no-referrer\"/></p><p>(Data source: AVIC Securities, growth rate of asset management business of listed securities firms)</p><p>Capital intermediary business accounts for the vast majority of this large financing purpose. Of the 28 billion yuan of funds, the company will use no more than 19 billion yuan for capital intermediary business.</p><p>Intermediary businesses generally include margin financing and securities lending, stock pledge, income swap, equity derivatives, commodity derivatives, market-making transactions, cross-border transactions, etc.</p><p><img src=\"https://static.tigerbbs.com/c35cd2dac3004171044926b7426dc8e6\" tg-width=\"458\" tg-height=\"265\" referrerpolicy=\"no-referrer\"/></p><p>(Data source:<a href=\"https://laohu8.com/S/002736\">Guosen Securities</a>, income structure of each business of CITIC Securities)</p><p>Judging from the company's past business income structure, the company's business is becoming more and more balanced. The proportion of the company's traditional brokerage business is decreasing year by year, while the proportion of intermediary business has become an important business growth point of the company.</p><p>Generally speaking, the capital intermediary business has the characteristics of extensive customers, rich products, stable interest rate spreads and controllable risks, and is the business direction that the company has focused on cultivating in recent years. The pilot of market-making transactions on the Science and Technology Innovation Board is just around the corner, and the company's growth is guaranteed by funds.</p><p><b>Some institutions predict that the company's rights issue is mainly used to develop capital intermediary business. The intermediary business is mainly over-the-counter derivatives business and financing business, both of which are high-quality businesses with relatively neutral risks and high ROA. The rights issue will bring about 0.8% short-term direct impact, but the company's ROE is expected to rise to 12% in 2023 after the rights issue fundraising is put into operation.</b></p><p>Looking at it this way, the status of the company's \"first brother\" can still be maintained.</p><p><i><b>04、</b></i><b>epilogue</b></p><p>Large-scale rights issue fundraising hurts shareholders the most. Although it has fallen sharply today and almost erased the gap, the final ex-rights price is still higher than the closing price.<b>There is still room for adjustment in a short time.</b></p><p><b>But in the long run, the fundamentals of \"First Brother\" are still relatively solid. The large amount of money raised by the rights issue will undoubtedly improve the company's asset quality and asset scale, and then build an aircraft carrier-level securities firm.</b></p><p>As for whether it is true or not, the company's management has the foresight to make some judgments on the securities market, and it is unknown to make more money while it can still make money at this time.</p><p></body></html></p>","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>28 billion rights issue! The securities \"first brother\" collapsed himself first</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 12.5px; color: #7E829C; margin: 0;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n28 billion rights issue! The securities \"first brother\" collapsed himself first\n</h2>\n<h4 class=\"meta\">\n<a class=\"head\" href=\"https://laohu8.com/wemedia/3\">\n\n<div class=\"h-thumb\" style=\"background-image:url(https://static.tigerbbs.com/5d7d04eb4f16b0013ed2c39f71b84b6c);background-size:cover;\"></div>\n\n<div class=\"h-content\">\n<p class=\"h-name\">格隆汇投资学苑 </p>\n<p class=\"h-time smaller\">2022-01-15 08:31</p>\n</div>\n</a>\n</h4>\n</header>\n<article>\n<p><html><head></head><body>If you buy and hold some companies, you will receive dividends every year, but if you buy some companies, not only will you have no money to give away, but you will have to ask you for money.</p><p>Last night, the brokerage \"first brother\"<a href=\"https://laohu8.com/S/600030\">CITIC Securities</a>The 11-month \"money-asking\" plan was officially implemented, with a share allotment scale of 28 billion, exceeding<a href=\"https://laohu8.com/S/600999\">China Merchants Securities</a>The 12.7 billion yuan allotment in 2020 has become the largest allotment financing in the brokerage industry.</p><p><b>The rights issue has always had a short-term negative impact on the stock price. For the shareholders who hold it, \"being beaten\" is definitely indispensable, and they have to consider whether to participate in the rights issue.</b></p><p><img src=\"https://static.tigerbbs.com/9d857b3724e40eef11047ff3e34d8434\" tg-width=\"553\" tg-height=\"280\" referrerpolicy=\"no-referrer\"/></p><p>(Data source: Choice,<a href=\"https://laohu8.com/S/06030\">CITIC Securities</a>Time-sharing trend)</p><p>In early trading today, CITIC Securities did not unexpectedly gap open low by 3%, and went all the way to the dark, dragging all the \"younger brothers\" in the entire securities sector into the water. If the Shanghai Composite Index underperformed the GEM Index today, it must have CITIC Securities' \"credit\". As of the close, CITIC Securities fell 5%, almost closing at the lowest level, and the securities sector fell 2.38%.</p><p>In the memory of most old investors, CITIC Securities is the big brother in the industry. In 2015, CITIC Securities was arrogant and once became the largest brokerage giant in Asia and the fourth largest brokerage giant in the world. However, six years later, it was actually pulled down by Dongcai in China.</p><p>The market value of CITIC Securities was changed in June this year<a href=\"https://laohu8.com/S/300059\">Oriental Fortune</a>Surpassing and falling to the second place, although Oriental Fortune has fallen back some these days, its market value still exceeds that of CITIC Securities by a lot.</p><p>With this huge allotment of 28 billion yuan, can Brother Yi save his dignity?</p><p><i><b>01、</b></i><b>Who has the rights issue benefited?</b></p><p><b>For CITIC Securities itself, rights issue is a more appropriate refinancing method at present. On the one hand, it can directly obtain large amounts of financing from the market, on the other hand, it does not dilute the equity of the controlling shareholder.</b></p><p>The allotment is directly directed to all old shareholders, so the financial pressure shared by each investor will be much smaller. In addition, the equity ratio of major shareholders of CITIC Securities is already very low, and direct allotment of shares will not dilute equity. From the third quarter, the proportion of equity held by the major shareholder CITIC Co., Ltd. is not high, accounting for only 15.47%.</p><p>In this allocation, CITIC Securities raised about 28 billion in this allotment, of which 23 billion was raised in A-share allotment and 5 billion in H-share allotment.</p><p>If 28 billion yuan is raised, it is equivalent to directly supplementing 28 billion yuan of net cash assets. The company's net assets at the end of 2021 will be 209.1 billion, which will exceed 237 billion after the allotment is completed, and the gap behind the second-place Haitong will exceed 70 billion.</p><p>In the brokerage industry, total assets are undoubtedly the most important way to consider, so this allotment of shares will greatly increase the asset scale of CITIC Securities, thus further consolidating its leading position in the industry.</p><p><b>However, the rights issue may have short-term negative effects for investors. On the one hand, after the rights issue, the stock price is diluted, and the number of stocks in circulation will increase. On the other hand, if you do not participate in the allotment, the lower the allotment price, the more you will lose.</b></p><p>According to the announcement, the rights issue will be allotted to all A-share shareholders at a ratio of 1.5 shares for every 10 shares. The allotment price is 14.43 yuan per share, which is lower than the previous day's closing price of 26.36 yuan, which is equivalent to a 55% discount.</p><p>If you have 100 shares of CITIC Securities in your hand, then you have the pre-emptive right to subscribe for 15 shares in this allotment. Of course, you can also give up the subscription right for these 15 shares, that is, give up the allotment.</p><p>For shareholders who haven't sold their holdings, if they don't participate in the rights issue, they will have to bear a loss of 6%. Then the question is. Now that there has been a certain decline, is CITIC Securities still worth allocating?</p><p>In the short term, the stock price fell by 5% today. The stock price opened on Monday and fell directly to around the price of 24.8 yuan after the ex-rights allotment. According to the closing price of 25.03, it was a drop of less than 1%. In other words, if you have been \"beaten\" today and haven't sold, and you don't want to pay for the allotment of shares, you will lose another 1% at most.</p><p>As for whether it is optimistic in the future, it has to test investors' beliefs.</p><p><i><b>02、</b></i><b>Challenged</b></p><p><b>The worst thing about CITIC Securities being \"hacked\" is its reverse indicator.</b></p><p>Last year's vigorous big white horse market, CITIC Securities will<a href=\"https://laohu8.com/S/600519\">Kweichow Moutai</a>The target price is set at 3,000 yuan, and the stock price of Kweichow Moutai rose 5.9% that day, which is also the last positive line before the stock price of Kweichow Moutai peaks.</p><p>Everyone knows the story since then. Moutai has fallen 35% in just over half a year. The latest stock price is 1,662 yuan, and its market value has evaporated by 11,000 yuan.</p><p>Last July,<a href=\"https://laohu8.com/S/300750\">Ningde era</a>Driving wildly and rising all the way, CITIC Securities released a research report on July 30, saying that it maintains the buy rating of CATL, with a target price of 754 yuan per share in 2023. Compared with the closing price of 556.8 yuan on the 29th, it is 35% higher. However, unfortunately, Ningwang hit a record high in intraday trading on the 30th, but closed down 1.15% in a single day, and started the road to a pullback/retracement, during which it once fell below 470 yuan.</p><p><b>It is not enough to look at long targets, but bearish targets seem to have influence.</b></p><p><a href=\"https://laohu8.com/S/600927\">Yongan Futures</a>It was listed at an issue price of 17.97 yuan on December 23, 2021. After listing, it rose by the daily limit for 6 consecutive days. It hit the highest price of 41.69 yuan on December 30, and its market value once exceeded 60 billion yuan. Subsequently, on December 31, Yongan Futures experienced a daily limit adjustment, and CITIC Securities released a research report on January 3, 2022 to step on Yongan Futures again, saying that the stock price had 35% downside. As a result, \"Qimao\" crashed again at the opening of the New Year.</p><p><img src=\"https://static.tigerbbs.com/5fccb088cf8458fdf5b2f6011ef62c62\" tg-width=\"553\" tg-height=\"280\" referrerpolicy=\"no-referrer\"/></p><p>(Data source: Choice, Yongan Futures time-sharing trend)</p><p>Unfortunately, today's intraday daily limit of Yongan Futures closed at 34.41, an increase of 8.27%. It seems that it is much far away from the bearish target price of CITIC Securities in 22 yuan.</p><p>Ningde, Moutai, etc. are undoubtedly very excellent companies in various tracks, and the valuation of Yongan Futures is not a cheap target. However, when CITIC Securities gives the target price, sometimes the luck is a bit bad, resulting in the short-term loss of some accuracy.</p><p><b>The deviation from the target price is not limited to these tickets that are widely talked about by investors. Of course, there are also drastic changes in the macro environment and the deviation from the main line of market speculation behind this. It's just a coincidence that the \"first brother\" encountered it.</b></p><p>In addition to the hacking of direction indicators, the company's market value has been lagging behind Oriental Fortune recently. 50 securities firms with a total market value of 4 trillion. The wealth of Oriental, the first brother of the brokerage firm, is 334 billion, which is 10.4 billion higher than that of CITIC Securities. What you need to know is that during the 2015 bull market, when CITIC's historical stock price was the highest, its market value was close to 400 billion. At that time, Dongcai was less than 50 billion, and its market value ranked outside the 20th place. The former was 8 times that of the latter.</p><p><b>Of course, in the same industry, the mentality of holding Dongcai and CITIC is quite different.</b>Since Dongcai went public in 2010, the cumulative increase has been 32 times, while CITIC has less than doubled during the same period. In 2021, Dongcai will rise by 44%, while CITIC Securities will fall by 9%.</p><p>Without comparison, there is no harm. It can be seen that investors holding CITIC Securities are very puzzled.</p><p><i><b>03、</b></i><b>A lean camel is bigger than a horse</b></p><p>While market cap is temporarily lagging behind, Big Brother<b>CITIC's fundamentals are relatively solid.</b></p><p>Just the day before the allotment announcement was released yesterday, CITIC Securities also showed its \"muscles\" to investors. The company released its 2021 annual performance report, in which revenue was 76.5 billion yuan, a year-on-year increase of 40.8%, net profit attributable to the parent company was 23 billion yuan, a year-on-year increase of 54.2%, and ROE, which value investors are more concerned about, was 12.01%, a year-on-year increase of 3.58 percentage points.</p><p><img src=\"https://static.tigerbbs.com/2780f5270ca95f901cd5683b4cb812fe\" tg-width=\"410\" tg-height=\"285\" referrerpolicy=\"no-referrer\"/></p><p>(Data source:<a href=\"https://laohu8.com/S/300033\">Straight flush</a>, CITIC Securities Performance Express)</p><p>The company's revenue in the fourth quarter alone was approximately 18.8 billion yuan, a year-on-year increase of more than 50%, and the net profit attributable to the parent was 5.3 billion yuan, a year-on-year increase of more than double. Based on this calculation, the company's fourth-quarter performance greatly exceeded expectations.</p><p><b>The exceeding expectations was mainly due to the rising market sentiment in the fourth quarter, the rapid development of derivatives business, and the high year-on-year increase in investment banking business and other business income.</b></p><p>In addition, many indicators of CITIC Securities are still in the forefront, and the position of Big Brother is not easy to shake.</p><p>In 2021, the IPO scale of CITIC Securities will be 85 billion, a year-on-year increase of 88%, ranking first in the industry; The number of IPOs is 68, an increase of 27 from last year, ranking first in the industry. The refinancing scale was 253.9 billion, a year-on-year increase of 40%, ranking first in the industry. Bond underwriting was 1,563.4 billion, +20% year-on-year, ranking first in the industry. The net income of the asset management business in the third quarter still ranked first, with an increase of more than 64%.</p><p><img src=\"https://static.tigerbbs.com/c4069729236c1f8455fca314d212fcb6\" tg-width=\"408\" tg-height=\"279\" referrerpolicy=\"no-referrer\"/></p><p>(Data source: AVIC Securities, growth rate of asset management business of listed securities firms)</p><p>Capital intermediary business accounts for the vast majority of this large financing purpose. Of the 28 billion yuan of funds, the company will use no more than 19 billion yuan for capital intermediary business.</p><p>Intermediary businesses generally include margin financing and securities lending, stock pledge, income swap, equity derivatives, commodity derivatives, market-making transactions, cross-border transactions, etc.</p><p><img src=\"https://static.tigerbbs.com/c35cd2dac3004171044926b7426dc8e6\" tg-width=\"458\" tg-height=\"265\" referrerpolicy=\"no-referrer\"/></p><p>(Data source:<a href=\"https://laohu8.com/S/002736\">Guosen Securities</a>, income structure of each business of CITIC Securities)</p><p>Judging from the company's past business income structure, the company's business is becoming more and more balanced. The proportion of the company's traditional brokerage business is decreasing year by year, while the proportion of intermediary business has become an important business growth point of the company.</p><p>Generally speaking, the capital intermediary business has the characteristics of extensive customers, rich products, stable interest rate spreads and controllable risks, and is the business direction that the company has focused on cultivating in recent years. The pilot of market-making transactions on the Science and Technology Innovation Board is just around the corner, and the company's growth is guaranteed by funds.</p><p><b>Some institutions predict that the company's rights issue is mainly used to develop capital intermediary business. The intermediary business is mainly over-the-counter derivatives business and financing business, both of which are high-quality businesses with relatively neutral risks and high ROA. The rights issue will bring about 0.8% short-term direct impact, but the company's ROE is expected to rise to 12% in 2023 after the rights issue fundraising is put into operation.</b></p><p>Looking at it this way, the status of the company's \"first brother\" can still be maintained.</p><p><i><b>04、</b></i><b>epilogue</b></p><p>Large-scale rights issue fundraising hurts shareholders the most. Although it has fallen sharply today and almost erased the gap, the final ex-rights price is still higher than the closing price.<b>There is still room for adjustment in a short time.</b></p><p><b>But in the long run, the fundamentals of \"First Brother\" are still relatively solid. The large amount of money raised by the rights issue will undoubtedly improve the company's asset quality and asset scale, and then build an aircraft carrier-level securities firm.</b></p><p>As for whether it is true or not, the company's management has the foresight to make some judgments on the securities market, and it is unknown to make more money while it can still make money at this time.</p><p></body></html></p>\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/26ca889a3e1a80f90c55621f8f5d7c3a","relate_stocks":{"161027":"证券"},"source_url":"","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1140376268","content_text":"有些公司你买入持有，每年还有分红送钱，可是有些公司你买入了，不但没钱送，反而还得向你要钱。昨晚，券商“一哥”中信证券历时11个月的“要钱”计划正式落地，280亿的配股规模，超过招商证券2020年的127亿元配股，成为券商行业最大的一次配股融资。配股向来都会对股价带来短期负面影响，对于持有的股民来说，“挨打”肯定是少不了，还得考虑是否参与配股。（数据来源：Choice，中信证券分时走势）今日早盘，中信证券不出意外的跳空低开3%，而且一路走到黑，把整个证券板块一众“小弟”拖下水，要是说上证指数今日跑输创业板指数，肯定有中信证券的“功劳”。截至收盘，中信证券下跌5%，几乎收在最低位，证券板块下跌2.38%。在多数老股民记忆里，中信证券都是行业内的老大哥，遥想2015年，中信证券不可一世，一度成为亚洲第一大，全球第四大券商巨头，而6年过去了，在国内竟被东财拉下马来。中信证券市值在今年6月被东方财富超越，落到第二，尽管东方财富这些天有些回落，但市值依然超中信证券不少。这次280亿的巨额配股，一哥能挽回自己的尊严吗？01、配股利好了谁？对于中信证券自身来说，配股是当前比较合适的再融资方式。一方面可以直接从市场上获取大额融资，另一方面又不稀释控股股东的股权。配股直接面向全体老股东，那么分担到每个投资者的资金压力就会小很多。另外，中信证券大股东股权占比本来就很低，直接配股不会稀释股权。从三季度看，大股东中信有限公司持有股权比例并不高，只占15.47%。这次配资，中信证券本次配股募集大概280亿，其中，A股配股募230亿，H股配股募集50亿。如果募集资金280亿元，那么相当于直接补充了280亿元现金净资产。公司2021年底净资产2091亿，配股完成后将超2370亿，较第二名海通差距将超700亿。在券商行业，总资产无疑是最重要的考量方式，所以这次配股募资，将大幅提升中信证券的资产规模，从而进一步巩固在行业内的龙头地位。不过，配股对于投资者来说，可能会带来短期负面影响。一方面，配股之后，股价被稀释，流通中股票就会增多。另一方面，如果不参与配股的话，配股价越低，那就等于要亏越多。根据公告，配股按照每10股配售1.5股的比例向全体A股股东配售。配股价格为14.43元/股，比前一日收盘价26.36元低，相当打了55折发行。如果你手里有100股中信证券，那么这次配股你有15股的优先认购权，当然，你也可以放弃这15股的认购权，也就是弃配。对于还没有抛售持有的股民来说，如果不参与配股的话，就得承受6%的亏损，那问题来了，现在已经有一定跌幅了，中信证券还值得配吗？短期来看，今日股价大跌5%，股价周一开盘再来个情绪啥，直接就跌到配股除权后的价格24.8元附近，按照收盘价25.03计算，也就不到1%的跌幅。也就是说，今天“挨打”了还没抛售，又不想交钱配股，最多也就是再损失1%。至于后面是否看好，就得考验投资者信仰了。02、备受挑战中信证券被“黑”的最惨的莫过于它的反向指标。去年轰轰烈烈的大白马行情，中信证券在2月10日将贵州茅台目标价定为3000元，而当天贵州茅台股价大涨5.9%，这也是贵州茅台股价见顶之前的最后一根阳线。此后的故事大家也都知道了，茅台短短半年多大跌35%，股价最新1662元，市值蒸发1.1万。去年7月，宁德时代开车狂飙，一路涨不停，中信证券7月30日发布研报称，维持宁德时代买入评级，2023年目标价为754元/股。相较于29日收盘价的556.8元相比，还要高出35%。不过，很不凑巧，宁王30日盘中创下历史新高，但单日收跌1.15%，并开启了回撤之路，且期间一度跌破470元。看多目标不行，而看空目标好像又有影响力。永安期货2021年12月23日以17.97元的发行价上市，上市后连续6日涨停，至12月30日触及最高价41.69元，市值一度超600亿元。随后12月31日永安期货出现跌停调整，而中信证券2022年1月3日发布研报再踩永安期货一脚，称股价有35%下行空间。结果，“期茅”新年开盘再次闪崩。（数据来源：Choice，永安期货分时走势）不巧的是，今日永安期货盘中一度涨停，报收34.41，涨幅8.27%，看来距离中信证券的看空目标价22元，好像又远了不少。宁德、茅台等无疑都是各赛道的非常优秀的公司，而永安期货估值也是不便宜的标的，只是中信证券给出的目标价的时候，有时运气就是有点背，导致短期失去了一些准头。方向偏离目标价还不仅限于这些股民广为津津乐道的票，当然这背后固然也有宏观环境和市场炒作主线偏离等因素的剧烈变化有关，只是好巧不巧，偏偏“一哥”就遇上了。除了方向指标被黑，公司市值近来一直落后于东方财富。50家券商，总市值4万亿。券商一哥东方财富3340亿，高出中信证券104亿。要知道的是，2015大牛市时，中信历史股价最高时，市值逼近4000亿，那时东财不足500亿，市值排名20名开外，前者是后者的8倍。当然，同样的行业，持有东财和中信的心态却大相径庭。东财2010年上市至今，累计涨幅32倍，同期中信上涨不到1倍。2021年东财上涨44%，中信证券还反而下跌9%。没有对比就没有伤害，可以看出，持有中信证券的投资者表示很纳闷。03、瘦死骆驼比马大虽然市值暂时落后，但老大哥中信的基本面还是比较扎实的。就在昨天发布配股公告的前一天，中信证券还向投资者秀了一下“肌肉”。公司发布2021年度业绩快报，其中营收765亿元，同比增长40.8%，归母净利润230亿元，同比增长54.2%，而价值投资者比较关注的ROE12.01%，同比提升3.58个百分点。（数据来源：同花顺，中信证券业绩快报）公司单单四季度收入大约有188亿元，同比增长超50%，归母净利润53亿，同比增长超1倍。这么一算，公司第四季度业绩大超预期。超预期主要来自第四季度市场景气度上行、衍生品业务快速发展、投行业务、其他业务收入同比高增。此外，中信证券多项指标还是位居前列，老大哥的位置不容易撼动。2021年，中信证券IPO规模850亿，同比增长88%，位居行业第一；IPO家数68家，较去年增加27家，位居行业第一。再融资规模2539亿，同比增长40%，位居行业第一。债券承销15634亿，同比+20%，位居行业第一。资管业务三季度净收入依旧第一，增幅超过64%（数据来源：中航证券，上市券商资管业务增速）对于此次的大笔融资用途中，资本中介业务占据了绝大部分。在280亿元资金中，公司将使用不超190亿元用于资本中介业务。中介业务一般有就是融资融券、股票质押、收益互换、股权衍生品、大宗商品衍生品、做市交易、跨境交易等。（数据来源：国信证券，中信证券各业务收入结构）从公司过往的业务收入结构来看，公司业务越来越均衡。公司传统经纪业务占比逐年降低，而中介业务比列成为公司重要的业务增长点。一般来说，资本中介业务具有客户广泛、产品丰富、利差稳定、风险可控的特征，是公司近年来重点培育的业务方向。科创板做市交易试点在即，公司增长获得资金保障。有机构预测，公司配股主要用于发展资本中介业务，中介业务主要为场外衍生品业务及两融业务，均为风险相对中性且ROA较高的优质业务，配股对公司ROE将带来约0.8%的短期直接影响，但伴随配股募资投入经营后预计2023年公司ROE将升至12%。这么一看，公司“一哥”的地位还是能保住。04、结语大笔配股募资，最伤的还是股民，尽管今天已经大跌，也差不多抹掉差距，但最终除权价依旧高于收盘价，短时间还有一定调整的空间。但长远出发，“一哥”的基本面还是比较扎实，配股募来的大笔钱，毫无疑问将提升公司的资产质量与资产规模，进而打造航母级券商。至于是不是，公司管理层有先见之明，对证券市场的某些判断，趁着这个时候还能搞钱的时候，多搞一点，就不得而知了。","news_type":1,"symbols_score_info":{"161027":0.9}},"isVote":1,"tweetType":1,"viewCount":2281,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":863774079,"gmtCreate":1632440135591,"gmtModify":1676530781851,"author":{"id":"3576956646613612","authorId":"3576956646613612","name":"AceSU","avatar":"https://static.tigerbbs.com/cada8c68090b1acf0108ea47608d34dc","crmLevel":11,"crmLevelSwitch":0,"followedFlag":false,"authorIdStr":"3576956646613612","idStr":"3576956646613612"},"themes":[],"htmlText":"<a 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up","listText":"DIDI up","text":"DIDI up","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/140365403","repostId":"1130494473","repostType":4,"repost":{"id":"1130494473","kind":"news","pubTimestamp":1625630000,"share":"https://ttm.financial/m/news/1130494473?lang=en_US&edition=fundamental","pubTime":"2021-07-07 11:53","market":"us","language":"zh","title":"Will advertising become the core revenue when Didi puts on a big screen in Licheng special car?","url":"https://stock-news.laohu8.com/highlight/detail?id=1130494473","media":"长庚科技","summary":"种种迹象显示，滴滴正在加快户外广告业务的布局。\n长庚君了解到，滴滴已在部分礼橙专车上投放了车载广告屏，这是继一个月前滴滴在快车上投放车载广告屏后，再度加快该项业务的布局。(之前的报道在这里）\n6月初，","content":"<p><img src=\"https://static.tigerbbs.com/31b11f89302957ecc6711f825cf96303\" tg-width=\"1080\" tg-height=\"1440\"></p><p>There are indications that Didi is accelerating the layout of outdoor advertising business.</p><p>Chang Gung Jun learned that Didi has put on-board advertising screens on some gift orange cars, which is the second time to speed up the layout of this business after Didi put on on-board advertising screens on express trains a month ago. (Previous report here)</p><p>At the beginning of June, Chang Gung Jun disclosed that on some Didi Express trains operating in Beijing, drivers had received notices asking for the installation of on-board advertising screens. At that time, a driver revealed that Didi only installed on-board advertising screens on low-priced express trains, and Youxiang and special cars would not install large screens. Different from the drivers' predictions, in fact, since the middle and late June, Didi has asked some special car drivers to install on-board advertising screens.</p><p>A special car driver revealed that his vehicle was notified to install an on-board advertising screen at the end of June. According to his knowledge, 15% of Licheng special cars in Beijing market have been installed at present.</p><p>As with the Express, drivers who receive the notification are not subject to installation and screen fees, and there is no compensation for screen damage. The difference is that if the screen is lost, the driver needs to pay 2,500 yuan, while if the express driver loses the screen, the compensation amount is 1,800 yuan.</p><p>Chang Gung Jun found that the on-board screen installed on the Licheng special car is much larger than that of the express car, and the screen has no obvious reflection phenomenon, so it is inferred that the on-board screen cost of the special car is higher. In addition, compared with a month ago, Didi's content on the car screen has been improved to a considerable extent. There are not only children's songs, movies, variety shows and other programs, but also embedded LBS services such as food recommendations.</p><p>In terms of advertising, there are still only bilibili, Youku, Sina and Didi's own promotional videos. It is not clear whether these advertising contents are content replacement or direct delivery.</p><p><img src=\"https://static.tigerbbs.com/d1728a2f74e6233348dbd4e0d0e0fa9e\" tg-width=\"1080\" tg-height=\"1440\" referrerpolicy=\"no-referrer\"></p><p>Different from pure advertising broadcasting platforms such as Focus, Didi may want to improve users' acceptance of outdoor advertising in the form of content + LBS service + advertising.</p><p>Didi invested 10 million yuan to establish Beijing Lilicheng Media Co., Ltd. in November 2019. The company's main task is to produce suitable in-vehicle content for Didi. According to public information, the production team of Lilicheng has jointly produced the variety short drama \"Dream!\" With Douyin and Zhenledao Culture, which will be broadcast jointly on Didi's car platform and Douyin platform.</p><p>It is understood that, unlike express drivers, Didi does not force special car drivers to install on-board advertising screens, but only promotes them to drivers in the way of suggested installation.</p>","source":"lsy1575616094547","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>Will advertising become the core revenue when Didi puts on a big screen in Licheng special car?</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 12.5px; color: #7E829C; margin: 0;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\nWill advertising become the core revenue when Didi puts on a big screen in Licheng special car?\n</h2>\n<h4 class=\"meta\">\n<p class=\"head\">\n<strong class=\"h-name small\">长庚科技</strong><span class=\"h-time small\">2021-07-07 11:53</span>\n</p>\n</h4>\n</header>\n<article>\n<p><img src=\"https://static.tigerbbs.com/31b11f89302957ecc6711f825cf96303\" tg-width=\"1080\" tg-height=\"1440\"></p><p>There are indications that Didi is accelerating the layout of outdoor advertising business.</p><p>Chang Gung Jun learned that Didi has put on-board advertising screens on some gift orange cars, which is the second time to speed up the layout of this business after Didi put on on-board advertising screens on express trains a month ago. (Previous report here)</p><p>At the beginning of June, Chang Gung Jun disclosed that on some Didi Express trains operating in Beijing, drivers had received notices asking for the installation of on-board advertising screens. At that time, a driver revealed that Didi only installed on-board advertising screens on low-priced express trains, and Youxiang and special cars would not install large screens. Different from the drivers' predictions, in fact, since the middle and late June, Didi has asked some special car drivers to install on-board advertising screens.</p><p>A special car driver revealed that his vehicle was notified to install an on-board advertising screen at the end of June. According to his knowledge, 15% of Licheng special cars in Beijing market have been installed at present.</p><p>As with the Express, drivers who receive the notification are not subject to installation and screen fees, and there is no compensation for screen damage. The difference is that if the screen is lost, the driver needs to pay 2,500 yuan, while if the express driver loses the screen, the compensation amount is 1,800 yuan.</p><p>Chang Gung Jun found that the on-board screen installed on the Licheng special car is much larger than that of the express car, and the screen has no obvious reflection phenomenon, so it is inferred that the on-board screen cost of the special car is higher. In addition, compared with a month ago, Didi's content on the car screen has been improved to a considerable extent. There are not only children's songs, movies, variety shows and other programs, but also embedded LBS services such as food recommendations.</p><p>In terms of advertising, there are still only bilibili, Youku, Sina and Didi's own promotional videos. It is not clear whether these advertising contents are content replacement or direct delivery.</p><p><img src=\"https://static.tigerbbs.com/d1728a2f74e6233348dbd4e0d0e0fa9e\" tg-width=\"1080\" tg-height=\"1440\" referrerpolicy=\"no-referrer\"></p><p>Different from pure advertising broadcasting platforms such as Focus, Didi may want to improve users' acceptance of outdoor advertising in the form of content + LBS service + advertising.</p><p>Didi invested 10 million yuan to establish Beijing Lilicheng Media Co., Ltd. in November 2019. The company's main task is to produce suitable in-vehicle content for Didi. According to public information, the production team of Lilicheng has jointly produced the variety short drama \"Dream!\" With Douyin and Zhenledao Culture, which will be broadcast jointly on Didi's car platform and Douyin platform.</p><p>It is understood that, unlike express drivers, Didi does not force special car drivers to install on-board advertising screens, but only promotes them to drivers in the way of suggested installation.</p>\n<div class=\"bt-text\">\n\n\n<p> source：<a href=\"https://mp.weixin.qq.com/s/By1Icoz6Fhvf4ok-fxNpDw\">长庚科技</a></p>\n\n\n</div>\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/b65bfcb358a6800fc2fe39bc0b3af8fc","relate_stocks":{"DIDI":"滴滴(已退市)"},"source_url":"https://mp.weixin.qq.com/s/By1Icoz6Fhvf4ok-fxNpDw","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1130494473","content_text":"种种迹象显示，滴滴正在加快户外广告业务的布局。\n长庚君了解到，滴滴已在部分礼橙专车上投放了车载广告屏，这是继一个月前滴滴在快车上投放车载广告屏后，再度加快该项业务的布局。(之前的报道在这里）\n6月初，长庚君披露了在北京运营的部分滴滴快车上，司机收到过要求安装车载广告屏的通知。当时曾有司机透露，滴滴仅在价格较低的快车上安装车载广告屏，优享和专车将不会安装大屏。与司机们预测不同的是，事实上从6月中下旬开始，滴滴就已经要求部分专车司机安装车载广告屏。\n一位专车司机透露，他的车辆是在6月底收到通知安装车载广告屏，据他了解目前北京市场已有15%的礼橙专车完成了安装。\n与快车相同的是，收到通知的司机无需缴纳安装和屏幕费用，屏幕损坏也无需赔偿。不同的是屏幕如果丢失，司机需要赔偿2500元，而快车司机如果屏幕发生丢失，赔偿金额为1800元。\n长庚君发现，礼橙专车上安装的车载屏比快车的屏幕大很多，且屏幕没有明显反光现象，由此推断专车的车载屏成本更高。此外，与一个月前相比，滴滴在车载屏上的内容已经得到相当程度的完善。不仅有儿歌、影视、综艺等节目，还内嵌了如美食推荐等LBS服务。\n在广告方面、依然只有B站、优酷、新浪和滴滴自己的宣传片，目前尚不清楚是这些广告内容是内容置换还是直接投放。\n\n与分众这样的纯广告播放平台平台不同，滴滴可能希望以内容+LBS服务+广告的形式来提高用户对户外广告的接受程度。\n滴滴在2019年11月斥资1000万元人民币成立北京粒粒橙传媒有限公司。该公司主要任务就是为滴滴制作适合的车载内容。公开信息显示，粒粒橙的制作团队已经与抖音、真乐道文化联合制作综艺短剧《做梦吧!晶晶》，该剧会在滴滴的车载平台与抖音平台共同播出。\n据了解，与快车司机不同的是，滴滴并未强制要求专车司机安装车载广告屏，只是以建议安装的方式向司机推广。","news_type":1,"symbols_score_info":{"DIDI":0.9}},"isVote":1,"tweetType":1,"viewCount":2118,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":158027417,"gmtCreate":1625115259539,"gmtModify":1703736473260,"author":{"id":"3576956646613612","authorId":"3576956646613612","name":"AceSU","avatar":"https://static.tigerbbs.com/cada8c68090b1acf0108ea47608d34dc","crmLevel":11,"crmLevelSwitch":0,"followedFlag":false,"authorIdStr":"3576956646613612","idStr":"3576956646613612"},"themes":[],"htmlText":"Is 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