美圖公司(01357.HK)預計四季度經調整淨利潤1500萬至2100萬元
格隆匯12月30日丨美圖公司(01357.HK)發佈公告，公司預期於2019年最後一個季度產生的經調整後淨利潤約為人民幣1500萬元至人民幣2100萬元之間；截至2019年12月31日止年度的持續經營業務的經調整淨虧損約為人民幣1.9億元至人民幣1.96億元之間，較去年同期減少約77.3％至76.6％；和截至2019年12月31日止年度的持續經營業務的淨虧損約為人民幣3.05億元至人民幣3.51億元，較去年同期減少約42.8％至34.1％。
導致預期淨虧損較去年同期大幅下降的主要因素為毛利和毛利率較去年同期均大幅增長，原因為：集團在線廣告業務收入有所增長，主要由於集團將更多精力投放於通過針對國內高消費大客户廣告主特定需求提供的全面營銷解決方案，令從每個國內大客户廣告主獲得的平均收入有所增加。具有更多社交功能的美圖應用軟件還豐富了廣告形式，從而提高了客户的興趣；由於拍賣算法的優化提高了eCPM（每千次廣告展示的收入）和填充率，令程序化廣告的收入也在健康增長。在線廣告在該集團的所有業務領域中的毛利率預期為最高；互聯網增值服務子板塊的收入於2019年較去年同期下降，原因是來自付費訂閲（一種新引入的業務模式）的收入增長無法完全抵消直播的收入下降。但是，由於與直播相比，付費訂閲的毛利率更高；因此，互聯網增值服務子板塊所產生的總體毛利較去年同期大幅增長，特別是其增長率在2019年第四季度有所加快；和由於實施了以提高效率為重點的成本優化計劃，令帶寬成本和內容監控費用等主營業務成本均較去年同期有所下降。
此外，期間銷售和營銷費用（特別是推廣費用）大幅減少，因集團轉移了策略重點，減少了透過付費下載和大型營銷活動來獲取用户。相反，該集團專注於通過在其應用軟件中引入創新功能和改善用户體驗來推動自然下載；完成了費用優化計劃，從而減少了研發和一般及管理費用。預期截至2019年年底，其對減少開支的影響將更加顯著；和儘管如此，與2018年相比，毛利增長和支出減少的綜合正面積極影響被處置投資收益的減少而有所抵銷。
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