IP Merchandising, AI And Tencent Integration Will Unlock New Opportunities

Key Takeaways

• Expanding IP merchandise and cross-platform monetization are diversifying revenue streams and enabling stronger earnings stability and growth.
  
• AI adoption, cultural trends, and Tencent ecosystem integration are enhancing content creation, user engagement, and overall monetization efficiency.
  
• Declining user base, unpredictable IP revenue, rising competition, and escalating costs are straining China Literature's growth prospects and threatening future profitability.

Catalysts

An investment holding company, operates an online literature platform in the People’s Republic of China.

• The rapid expansion of China's IP merchandise business, leveraging a vast and growing library of premium literary IP, is unlocking new, high-growth revenue streams beyond digital reading, with IP merchandise GMV in 1H25 nearly matching all of last year and management signaling substantial future growth potential-this should drive significant top-line revenue growth and potential net margin uplift as the business matures and scales.
  
• Explosive user and licensing partner demand for adapted IP across TV, web dramas, comics, games, and animation-supported by a record pace of new high-revenue works and a highly active creator ecosystem-indicates accelerating cross-platform monetization, which is expected to provide greater earnings stability and diversified revenue streams as the IP ecosystem matures.
  
• Widespread adoption of AI technologies across content creation, recommendation, translation, and adaptation is materially improving content supply, user engagement, and overseas monetization (with AI-translated international platform revenue up 38% YoY and now >35% of WebNovel revenue), positioning China Literature to drive higher ARPU, reduce content costs, and expand margins over time.
  
• Increasing consumer demand and cultural trends in China toward domestic original and scenario-driven content-evidenced by surging popularity of mid
• and long-tail IP through short-form drama, anime, and merchandise-favor platforms with extensive domestic IP and content development infrastructure, supporting sustained user growth and premiumization, and providing a long runway for top-line revenue expansion.
  
• Deeper integration with Tencent's online ecosystem (including WeChat, Tencent Video, and QQ) is improving content distribution efficiency, marketing, and IP commercialization, enhancing user acquisition, retention, and monetization, which should support both higher revenue conversion and operating leverage in the long run.

China Literature Future Earnings and Revenue Growth

Assumptions

• Analysts are assuming China Literature's revenue will grow by 8.3% annually over the next 3 years.
• Analysts assume that profit margins will increase from 1.9% today to 19.1% in 3 years time.
• Analysts expect earnings to reach CN¥1.7 billion (and earnings per share of CN¥1.7) by about August 2028, up from CN¥136.2 million today. However, there is some disagreement amongst the analysts with the more bearish ones expecting earnings as low as CN¥1.3 billion.
• In order for the above numbers to justify the analysts price target, the company would need to trade at a PE ratio of 24.8x on those 2028 earnings, down from 290.0x today. This future PE is greater than the current PE for the HK Media industry at 16.5x.
• Analysts expect the number of shares outstanding to decline by 0.64% per year for the next 3 years.
• To value all of this in today's terms, we will use a discount rate of 6.89%, as per the Simply Wall St company report.

China Literature Future Earnings Per Share Growth

Risks

• Declining total revenue (down from RMB 4.2 billion to RMB 3.2 billion YoY) and significantly lower MAUs (from 176 million to 141.3 million YoY) indicate that China Literature is facing user attrition and topline pressure, which could continue to challenge revenue growth and future earnings.
  
• Highly volatile IP operations revenue, with a 48.4% YoY drop attributed to the uneven scheduling of TV series and film releases, exposes the company to lumpy earnings and unpredictable cash flows, making long-term net margin stability uncertain.
  
• Intensifying competition from alternative content formats such as short-form video, UGC platforms, and evolving consumer preferences toward new entertainment forms may reduce ARPU and limit growth in paid user conversion, negatively impacting revenue and operating leverage.
  
• Over-reliance on blockbuster and classic IPs risks future revenue concentration, as shifting user tastes or weaker performance of key franchises could result in declining monetization effectiveness and long-term revenue volatility.
  
• Escalating investments in content, licensing, merchandising, and AI-driven initiatives to innovate and expand the IP commercialization ecosystem may drive up operating costs faster than revenue growth, causing further compression in net margins and profitability.

Valuation

• The analysts have a consensus price target of HK$38.218 for China Literature based on their expectations of its future earnings growth, profit margins and other risk factors. However, there is a degree of disagreement amongst analysts, with the most bullish reporting a price target of HK$48.35, and the most bearish reporting a price target of just HK$22.9.
  
• In order for you to agree with the analyst's consensus, you'd need to believe that by 2028, revenues will be CN¥9.0 billion, earnings will come to CN¥1.7 billion, and it would be trading on a PE ratio of 24.8x, assuming you use a discount rate of 6.9%.
  
• Given the current share price of HK$42.12, the analyst price target of HK$38.22 is 10.2% lower. The relatively low difference between the current share price and the analyst consensus price target indicates that they believe on average, the company is fairly priced.
  
• We always encourage you to reach your own conclusions though. So sense check these analyst numbers against your own assumptions and expectations based on your understanding of the business and what you believe is probable.