Summary of the 2022 Semi-annual Report of Mango Excellent Media Co., Ltd.
Stock Code: 300413 Stock Short Name: Mango Excellent Media Announcement No.：2022 - 038
Mango Excellent Media Co., Ltd.
Summary of the Semi-Annual Report 2022
I. Important notes
The summary of this semi-annual report comes from the full text of the annual report. In order to fully understand the Company’s
operating results, financial position and future development plan, investors should read the full text of the semi-annual report carefully
in the media designated by the China Securities Regulatory Commission (CSRC).
All the directors attended in person the Board meeting for the review of this Report and its summary.
Auditors’ unqualified opinion
□Applicable N/A
Preliminary plan for profit distribution to the common shareholders or turning the capital reserve into the share capital during the
reporting period, which has been reviewed and approved at the board meeting
□Applicable N/A
The Company has no plan for distribution of cash dividends and bonus shares, or capitalization of common reserves.
Preliminary plan for profit distribution to the preference shareholders during the reporting period, which has been reviewed and
approved at the board meeting.
□Applicable N/A
II. Basic Information of the Company
1. Company profile
Stock abbreviation Mango Excellent Media Stock Code 300413
Stock exchange for stock listing Shenzhen Stock Exchange
Contact information Secretary of the Board Securities affairs representative
Name WU Jun ZHOU Yong
Telephone （0731）82967188 （0731）82967188
Golden Eagle TV Culture City, Changsha Golden Eagle TV Culture City, Changsha
Official address
City, Hunan Province City, Hunan Province
Email mangocm@mangocm.com mangocm@mangocm.com
2. Major accounting data and financial indicators
If it is necessary for the Company to make retrospective adjustment or restatement on the accounting data in previous years
□Yes No
Reporting period Same period of last YoY+/-(%)
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Summary of the 2022 Semi-annual Report of Mango Excellent Media Co., Ltd.
year
Operating income (RMB) 6,714,487,102.29 7,853,228,785.77 -14.50%
Net profit attributable to the listed company’s
1,190,764,453.82 1,451,207,609.75 -17.95%
shareholders (RMB)
Net profits attributable to listed company
shareholders after deducting non-recurring profits 1,095,410,126.20 1,440,022,162.65 -23.93%
and losses (RMB)
Net cash flows from operating activities (RMB) -85,369,628.01 401,943,857.80 -121.24%
Basic earnings per share (RMB/share) 0.64 0.82 -21.95%
Diluted earnings per share (RMB/share) 0.64 0.82 -21.95%
Weighted average return on equity (%) 6.80% 12.87% -6.07%
As at the end of the As at the end of last
YoY+/-(%)
reporting period year
Total assets (RMB) 27,675,613,646.33 26,110,751,404.90 5.99%
Net assets attributable to shareholder of listed
18,216,479,690.29 16,966,400,358.23 7.37%
company (RMB)
3.Shareholders and shareholding
Unit: Share
Number of
Number of
preferred
shareholders
shareholders
Total number of ordinary holding
whose voting
shareholders at the end of the 56,119 0 shares with 0
rights had been
reporting period special
restituted during
voting rights
the report period
(If any)
(If any)
Top 10 shareholders
Nature of Quantity of Pledged, marked or frozen
Sharehold shares
Name of shareholders sharehold Quantity of shares restricted shares
ing ratio
ers held Status Quantity
State-
owned
Mango Media Co., Ltd. 56.09% 1,049,300,301.00 849,019,732.00
legal
person
State-
China Mobile Capital owned
7.01% 131,188,792.00 0.00
Holdings Co. Ltd. legal
person
State-
Hunan Caixin Jingguo Equity owned
5.01% 93,647,857.00 0.00
Investment Partnership (LP) legal
person
Hong Kong Securities
Others 2.95% 55,188,756.00 0.00
Clearing Co. Ltd.
China Merchants Bank Co., Others 1.89% 35,349,729.00 0.00
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Summary of the 2022 Semi-annual Report of Mango Excellent Media Co., Ltd.
Ltd. - Xingquan Herun
Hybrid Securities Investment
Fund
China Industrial Bank Co., Others
Ltd.- Xingquan Trend
1.72% 32,108,187.00 0.00
Investment Hybrid Securities
Investment Fund
China Merchants Bank Co., Others
Ltd. - Xingquan Heyi Flexible
Allocation of Hybrid 1.19% 22,261,690.00 0.00
Securities Investment Funds
(LOF)
Industrial and Commercial Others
Bank of China Co., Ltd.-
Xingquan Green Investment 0.82% 15,293,349.00 0.00
Hybrid Securities Investment
Fund (LOF)
Industrial and Commercial Others
Bank of China Co., Ltd.- GF
CSI Media Exchange Traded 0.43% 8,011,218.00 0.00
Fund Securities Investment
Fund
China Everbright Bank Others
Co.,Ltd.-Xingquan
Commercial Mode Preferred 0.40% 7,498,873.00 0.00
Hybrid Securities Investment
Fund(LOF)
Mango Media Co., Ltd., the controlling shareholder of the Company, has no related-
Related or acting-in-concert parties among party relationship or concerted action relationship with other top ten shareholders,
the shareholders listed above and it is unknown whether or not there is a related-party relationship or concerted
action relationship among other top ten shareholders
If the Company has a differential arrangement of voting rights
□Yes No
4. Change of controlling shareholders or de facto controllers
Change of controlling shareholders during the reporting period
□ApplicableN/A
The Company’s controlling shareholders has remained unchanged during the reporting period.
Change of de facto controller during the reporting period
□ApplicableN/A
The Company’s de facto controller has remained unchanged during the reporting period.
5. Schedule of total preferred shareholders and shareholding of top 10 preferred shareholders of the
Company
There was no shareholding of shareholder of preference share during the reporting period.
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Summary of the 2022 Semi-annual Report of Mango Excellent Media Co., Ltd.
6. Bonds existing as of the approval date of the semi-annual report
□ApplicableN/A
III. Important matters
As a new media platform subordinated to Hunan Broadcasting System and a vanguard of building mainstream new media group,
the Company has always adhered to the guidance of XI Jinping Thought on Socialism with Chinese Characteristics for a New Era, and
the spirit of important speeches of General Secretary XI Jinping. On the basis of strengthening “Four Awareness”(awareness of the
need to maintain political integrity, think in big-picture terms, follow the leadership core, and keep in alignment) and enhancing “Four
Confidence”(confidence in the path, theory, system and culture of socialism with Chinese characteristics), the Company actively
undertakes the tasks of upholding socialism, rallying public support, fostering a new generation with sound values and ethics,
developing Chinese culture, and building a positive image of China. In details, it has fully implemented the overall plan of the central
government on boosting in-depth integrated media development, insisting on correct political direction, innovation on the basis of what
has worked in the past, and integrated development; it has played an active role in eliminating the continuous impact from the Covid-
19; and it has coordinated media values to lead content independent innovations, so as to achieve various businesses’ steady
improvement of quality and sound growth of quantity. During the reporting period, the company has achieved a total revenue of RMB
671,4487.1,thousand down 14.50% year on year; a net profit attributable to shareholders of the listed company of RMB
119,0764.5,thousand down 17.95% year on year. Among them, the revenue achieved in the second quarter amounted to RMB
359,0517.6,thousand up 14.93% compared with that of the first quarter, and the net profit attributable to shareholders of the listed
company amounted to RMB 68,3286.4,thousand up 34.64% compared with that of the first quarter. In the first half year, MANGO TV
Internet video business, as the Company’s core business, achieved a revenue of RMB 5.227,billion down 11.36% year on year, in which
the revenue achieved in the second quarter amounted to RMB 2.759,billion up 11.81% compared with that of the first quarter.
1. Strengthening positive publicity around the main theme
With adherence to going forward to the main position as the main force, the Company has launched a lot of film and television
programs around the main theme displaying innovative sprit and youthful vitality by virtue of the development tendency of in-depth
media integration, in order to inculcate mainstream values and bear social responsibilities. During the reporting period, Mango TV is
committed to building a main theme network audio-visual program matrix that reflects the spirit of the times with Chinese
characteristics with a focus on welcoming the opening of the 20th CPC Congress. For example, the Past Decade recorded great
achievements and historic shifts of China through the most touching moments during the past extraordinary decade from the 18th CPC
Congress under the guidance of XI Jinping Thought on Socialism with Chinese Characteristics for a New Era; the Personal Tales Along
the Silk Road told struggle stories of cultural workers in the new era by highlighting the Silk Road spirit of perseverance and struggle
throughout history; and the Daughter of the Party S2 displayed selfless dedication, adherence to struggle against harsh environment,
and valiant efforts of female outstanding CPC members in the new era, which reflected the mainstream views and the upward spirits
of all walks of life in the new era. With great efforts to disseminate culture globally, Mango TV International App has exerted an
increasingly stronger influence on overseas markets, which is represented by a coverage scope of more than 195 countries and regions
around the world and over 103.49 million downloads. Mango TV International App continues to explore the globalized expression of
Chinese stories and voices closely around important themes such as interpretation of XI Jinping Thought on Socialism with Chinese
Characteristics for a New Era, the National People’s Congress and the Chinese People’s Political Consultative Conference, the 101st
anniversary of the founding of the Communist Party of China, and the 25th anniversary for the return of Hong Kong.
2. Improving content ecology through in-depth media integration
With adherence to long-termism and standardized operation, the Company resolutely implements the overall deployment of the
central government on boosting in-depth integrated media development to build Mango’s in-depth integration ecology, so as to further
consolidate team advantages, creative advantages and production advantages of high-quality IP resources. It continues to improve the
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Summary of the 2022 Semi-annual Report of Mango Excellent Media Co., Ltd.
core competitiveness in the field of high threshold long-form video, maximizing the advantages and increasing the value of the two
platforms. At the end of the reporting period, the two platforms have created the largest think tank of content production in China with
48 variety arts production teams, 29 film and TV production teams and 34 strategic studios under the Xinmang Program.
In terms of variety shows, with continuous creation of “phenomenal” works regarding new industries and steadily broadcasting
of high-quality variety shows in N seasons, Mango TV strives for the content brand of “MANGO production” consecutively. In the
first half year, Mango TV launched 36 variety shows (including 33 self-produced or customized ones of the two platforms), in which
the broadcast index (Yien data) of either the innovative variety shows such as the Infinity and Beyond and the Go for Spring, or the
matured variety shows in series such as Sisters Who Make Waves S3 and Who’s the Murderer S7, ranked among the top in the industry.
The Sisters Who Make Waves which is committed to transmitting the “female” energy of “unlocking infinite possibilities and showing
the style of the times”, have achieved a record-high excellent performance in its third season, actively showing women’s self-effacing
style in the new era. The brand new music variety show Hong Kong Music Season of Infinity and Beyond, as a program listed in the
“Project for Creation and Dissemination of Excellent Network Audiovisual Programme by the State Administration of Radio, Film and
Television” and the gift to celebrating the 25th anniversary of the return of Hong Kong, interpreted the devotion to family and country
and the bond of kinship in songs through immersive presentation of Hong Kong music. The Forensic Season of Workplace Newcomers
which is the first domestic cultural and educational program focusing on the forensics, displayed rigorous, meticulous, truth-seeking
and fearless professionalism of forensics.
In terms of TV dramas and series, during the reporting period, Mango TV launched 78 TV dramas and series, including 18 key
TV dramas and 48 micro-short dramas under the “Damang Program”. “Mango Monsoon” theater explored diversified topics such as
urban workplace, family emotions and mystery stories on the basis of insisting on respect of creation, users and markets with the
purpose to create a “non-genre” theater brand that can be accepted by more audiences. Since 2022, the theater has launched five high-
quality dramas reflecting social reality and insight into social emotions, such as Guo’s Summer, Infidelity in Marriage, and A Year
Without a Job. In the future, “Mango Monsoon” theater will continue to explore the development of high-quality and branding TV
dramas and series under the guidance of the mainstream social culture with the attitude of caring for reality. In terms of micro-dramas,
Mango TV pays great attentions to those in 7-10 minutes with high-quality contents, and the popular micro-drama “The Killer is also
Romantic” has been broadcasted more than 600 million times.
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Summary of the 2022 Semi-annual Report of Mango Excellent Media Co., Ltd.
3. Resilience highlighted in the developmental of Internet video business
(1) Advertising business. In the first half of the year, the advertising business achieved a revenue of RMB 2.163, billion down
31.15% year on year, with reasons explained as below. First, it is relatively high for the advertising revenue base for the same period
of last year. Second, the advertising industry is not going as well as previous years due to the impact of macroeconomic and the new
crown pneumonia epidemic. During the reporting period, we actively respond to the industry predicament and market anxiety, and took
positive measures to solve difficulties and seek changes. On the one hand, we strengthened the linkage mechanism between advertising
marketing and content innovation to maximize the value of content products. Sisters Who Make Waves S3, with 27 advertising partners,
has led the variety show market in the first half year in terms of the number of clients through advertising investment; Hong Kong
Music Season of Infinity and Beyond, despite a brand-new program, has also received sponsorship from 10 brands; and Royal Feast set
a new high in advertising investment and implantation advertising for TV series on Mango TV. On the other hand, we create an
innovative joint investment mechanism that has been upgraded from the single-platform content marketing to the full-chain three-
dimensional marketing system cross platforms with multiple circle levels which takes Mango IP as the core. Relying on the exclusive
advantages of Mango website, we are committed to providing advertisers with high-value and diversified integrated marketing solutions.
(2) Membership business. The member business achieved a revenue of RMB 1.858,billion up 6.48% year on year. According to
the user data of Questmobile online video platform, the average daily and monthly active users of Mango TV steadily increased in the
first half of the year, and the per capita single-day usage hours were relatively high in the industry ranking. On the one hand, we
strengthen refined operation and upgrade iterate innovative operation strategies, so as to keep user retention, enhance user stickiness
and improve the conversion rate of membership payments. Mango TV has firstly created the variety show matrix of “pre-broadcast
program + post-broadcast derivative program” to launched popular pre-broadcast and post-broadcast derivative variety shows such as
Welcome to Mushroom House and Go for Happiness; innovatively launched movie cards, IP limited packages and other membership
cards by segmentation of content preferences; and continued to enrich the membership rights and benefits system, with more than 200
membership rights and benefits in seven categories available. On the other hand, we have increased the cooperation with channels to
effectively increase the scale of revenue and broaden the membership base. We have cooperated with strategic partners to launch
heavyweight membership products such as China Mobile “Mango Card” and Huamang Joint Membership, and with a number of
automobile companies such as Xiaopeng Auto and ARCFOX to explore in-car screen video services with the purpose to provide a full
range of high-quality audiovisual experience for in-car screen users.
(3) Operator business. The operator business achieved a revenue of RMB 1.206,billion up 19.31% year on year, maintaining
steady growth continuously. With respect to the national business, relying on strategic cooperation, Mango TV continued to deepen
cooperation with China Mobile in large-screen business and 5G innovative business, realizing complementary resources and advantages
of both parties as well as synergy in multiple business areas. The operator business has covered more than 341 million users in 31
provincial administrative regions. With respect to the business in Hunan Province, Mango TV actively explores the integration of
membership and operator rights and channels in cooperating with three major operators, and continue to promote the comprehensive
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Summary of the 2022 Semi-annual Report of Mango Excellent Media Co., Ltd.
upgrade of business operation and brand strategy from “Hunan IPTV” to “MANGO Big TV” in order to build a smart family
audiovisual entertainment scene, and promote integrated innovation through local content self-production, one screen per county, etc.
4. Strengthening ecological synergy by promoting the integration of artist agency businesses
During the reporting period, due to the repeated outbreak of the COVID-19, the development of various artist agency businesses
has been greatly affected. In order to create a new landscape for the artiste agency business, enhance business management efficiency
and strengthen ecological synergy, the Company actively promoted the comprehensive integration of its subsidiaries’ artist agency
business and music copyright business to give full play to the brand effect of EE-Media acting as the domestic first-class artist agency
and the well-known record company. With respect to the artist agency business, the Company has concluded contracts with 128 artists
covering all business types such as film, TV, variety show, music and hosting, and manages these artists based on insisting on
transmitting mainstream social values and promoting the main theme, so as to keep good guidance and demonstrate good content, thus
strengthening the overall and long-term planning of artist development categorized by different levels and types. We give priority to
contracted artists for our internal variety shows, TV dramas and other content products to achieve win-win cooperation between the
platform and the artists. With respect to the music copyright business, we create individual albums for key contracted artists and
promote the release of digital songs and digital albums of top-level artists. Meanwhile, relying on the resources of high-quality variety
shows and TV dramas on the two platforms, we continue to expand the scale of variety music and TV and film music copyrights. As
of the end of the reporting period, there are nearly 1,800 songs in our library regarding recorded music, TV and film music and variety
show music.
5. Exploring new path for e-commerce through integration of optimized resources
During the reporting period, the new business section Xiaomang E-commerce has achieved a rapid development, resulting in
significant increase in platform users and great improvement of operational efficiency. In the first half year, upon completion of capital
increase and share expansion, Xiaomang E-commerce introduced the liquidity required for the strategic cultivation period to
strengthened the building of operation team, supply chain system, after-sales service system and technical platform, so as to promote
the synergistic development between Xiaomang and all business segments of the whole Mango ecosystem to accelerate the construction
of the business closed loop of “content + video + e-commerce”. With respect to content promotion, we integrate high-quality IP
resources of the two platforms, building Xiaomang community with enhanced user interaction and launching various theme evening
parties such as “Xiaomang New Year Shopping Festival”, and “Han-style clothing as beautiful as sunrise light”, which has realized the
purpose of promotion and publicity, and stimulated consumptions. With respect to product selection, Xiaomang E-commerce incubates
the “Mang Brand” and grow with the brand together through cooperation with over 500 new China-Chic brands or Chinese merchants
supplying Chinese goods, so that we have formed many product lines such as Han-style clothing, beauty, art toys, digital goods, cute
pets, light camping, etc. Around five categories of beauty, health, food, home life and popular clothing with great efforts to TV big
screen, Happigo has been actively seeking to transform from traditional e-commerce businesses to realize refined operation of users
on the basis of maintaining the existed achievements by virtue of Internet channel, and explored distribution businesses for selected
products with a focus on supply chain development based on supply chain services.
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