Morningstar | Weibo Company Report
Weibo’s focus on the content ecosystem is unchanged and should continue to help the firm differentiate itself from its competitors. Weibo assists celebrities/key opinion leaders to drive fan base and increase their monetization. This keeps these content generators at Weibo, and they will produce high quality content and engage with their fans in order to enhance monetization. With high quality content and an active fan base, Weibo can monetize through advertising. To further enhance Weibo’s strong positioning as a channel to follow key opinion leaders and search for quality content, Weibo will provide CNY 2 billion in the next two years to further develop content IP, multichannel networks, Internet celebrities, artists, and talent management. Weibo rolled out a new version of Weibo APP in January 2019, which puts videos at the main entrance of the app. The video content consists of premium videos with IPs in series, similar to Youtube channels. We think that will allow users to subscribe to their favorite channels and increase their time spent on Weibo. Another one of Weibo’s functions is a channel for users to discover and discuss popular topics and trends. This key function is now enhanced by placing the discovery zone, where users can find the popular discussion topics, at the main entrance of the new app versus at a more hidden location in the app previously. Given the disappearance of China’s population dividend, Weibo will put a lot more focus on execution to make it an indispensable platform. For instance, Weibo will put more focus on data analytics and algorithms to improve ad conversion to generate higher ad revenue. Advertisers can evaluate their sales conversion on Tmall from the fans accumulated through advertising campaigns on Weibo in collaboration with Alibaba through the uni-marketing program.To improve small and medium enterprise ad revenue, Weibo will expand into untapped verticals and faster-growing verticals such as Taobao merchants by restructuring its agency system in 2019. It will also change its customer mix to match the higher mix from lower-tier cities’ users.
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