Brief TMT & Internet: Mercari (4385) A Great Business but over Priced and more

In this briefing:

1. Mercari (4385) A Great Business but over Priced
2. Tencent Music: A Case of Failing to Live up to Hyped Expectations
3. TRADE IDEA – Amorepacific Stub (002790 KS): Buyback Helped, Close the Trade
4. Tencent Music (TME): Problems Come from Corporate Clients and In-House Contents, 35% Downside
5. Ruhnn (如涵) Pre-IPO Review- Significant Concentration Risk

1. Mercari (4385) A Great Business but over Priced

Established in 2013, this has been a huge success story in Japan. The company operates the largest C to C mobile app that allows customers to trade in second hand goods with each other. Growth has been phenomenal. In the year to 6/15, Mercari had revenue of Y4.2bn, three years later (6/18) this had risen to Y35.7bn. This growth carries on, first half revenue this year to December 2018 rose 45% to Y23.7bn. It has begun an operation in the US, currently loss making, and has just introduced “Merpay”, a prepaid card incorporated into one’s mobile phone along the lines of Suica that allows users to purchase goods and pay bills. Funds can be deposited following a sale on Mercari’s site or transferred from a bank. Revenue will probably continue to grow at a rapid pace and whilst there are some that will jump on board, it is impossible to come up with any sensible valuation that can really justify a purchase here. There is no p.e.r. and the company will be loss making for the next couple of years. Its market cap of Y440bn means that it is trading on perhaps 6x 6/20 sales. On top of this, there are risks with regards to the viability of its US operation. Management appear to be aware to this and have set certain time limits for a turn around. There are many BUYS out on this name, thematically it has much going for it, but the valuation leaves us cold.

2. Tencent Music: A Case of Failing to Live up to Hyped Expectations

• One word to describe Tencent Music Entertainment’s (TME US) first conference call post IPO is uninspiring.
• Management does not provide concrete 2019/1Q19 guidance, but hints margin pressures persist largely due to investments in music contents.
• We expect that consensus still has to revise down TME’s 2019-20E net profits forecast by 17-26%.
• On our earnings forecast, TME unattractively trades at 46.3x/37x 2019-20E PE, a whopping 48-52% premium to peers average.

3. TRADE IDEA – Amorepacific Stub (002790 KS): Buyback Helped, Close the Trade

In my original insight on January 15, 2019 TRADE IDEA: Amorepacific (002790 KS) Stub: A Beautiful Opportunity, I proposed setting up a stub trade to profit from the mis-priced stub business of Amorepacific that was trading at its widest discount to NAV in at least three years. During the 65 calendar days that followed, Amorepacific Group (002790 KS) has gained 7.3% and the outperformed Amorepacific Corp (090430 KS) by 2.84%. The trade has reverted to average levels in a period of about two months and in this insight I will outline why I think the trade is over.

In this insight I will discuss:

• Performance of ALL my recommended stub trades
• a post-trade analysis on the Amorepacific stub

4. Tencent Music (TME): Problems Come from Corporate Clients and In-House Contents, 35% Downside

• Stripping music subscription revenues, we find TME’s revenues from corporate clients are not stable.
• We believe in-house products will negatively impact margin in 2019.
• We believe the main business line, social entertainment, will grow strongly. However, we also believe the market is over optimistic about the margin.
• We believe the stock price has downside of 35%.

5. Ruhnn (如涵) Pre-IPO Review- Significant Concentration Risk

Ruhnn Holding Ltd (RUHN US) is looking to raise about US$200m in its upcoming IPO.

The company is an internet key opinion leader (KOL) incubator in China. Revenue and GMV grew at impressive rates of 63% and 57% YoY in FY2018, respectively.

The idea of being able to leverage on KOLs influence over consumers to understand demand and retain consumers is interesting but Ruhnn has yet to demonstrate that it has a sustainable business model. 

Gross margin has deteriorated and losses widened as a percentage of revenue. Service fee paid to KOLs as a percentage of revenue has increased and showed little improvement in 9M FY2019.  The company depends heavily on the top KOL, Zhang Dayi, to generate revenue, almost half of the company’s GMV and revenue is generated from her.