Alibaba movie unit's pivot, rebrand bring US$2b value gain
DAMAI Entertainment Holdings, formerly Alibaba Pictures Group, is shifting its focus from movies production to faster-growing entertainment segments targeting younger consumers — and investors are taking notice.
Since its May 19 earnings report, which highlighted a pivot toward IP licensing and live events, the company's shares have roughly doubled, making it the top performer on Hong Kong's Hang Seng Composite Index and adding $2 billion in market valuation. Several analysts have since upgraded their outlooks.
The rebrand to Damai Entertainment, effective this month, reflects this broader focus. While its core film production business shrank, Damai still posted double-digit growth in both sales and profit for the fiscal year ended March 31 — driven by its IP merchandising and live entertainment arms.
The Damai name, originally tied to its concert and event unit, now represents the company's alignment with China's 'new consumption' trend. Young consumers are increasingly drawn to tech-driven, emotionally engaging experiences, and Beijing is encouraging more spending to boost the economy.
The name change and strategic shift are a 'turning point,' signaling Damai's ambition to become a more well-rounded offline entertainment provider, Citigroup analysts including Vicky Wei said in a note.
The stock has already surpassed Citi's HKD$0.92 target and China International Capital Corp.'s revised HKD$0.98 target.
Still, Damai remains a penny stock with notable risks. Its film and TV segment shrank 9.6% last year, and content investment remains volatile. Citi maintains a 'Buy/High Risk' rating, citing margin uncertainties.
Its valuation has also become high, according to Shen Meng, a director at Beijing-based Chanson & Co. 'Short-term stock price fluctuations increase valuation risks,' he said. The stock is trading at nearly 29 times its forward earnings estimates, far above a ratio of around 10 for the Hang Seng Index, data compiled by Bloomberg show.
But he believes the pivot toward younger consumers is smart: 'Young people have a longer consumption cycle.'
That's already playing out. Gen Z's spending on hobby goods and celebrity merch has fueled stock surges for companies like Pop Mart International Group and Bloks Group — and now Damai. The IP merchandising unit, including the sublicensing business AliFish, partners with brands like Pokémon, Sanrio, and Chiikawa, and sublicenses them to merchants. The unit's revenue grew 73% last year.
The Citigroup analysts call AliFish 'the nation's largest IP licensing agent' and 'young people's underlying supplier for IP merchandising.'
Meanwhile, Damai's live entertainment business — concerts, festivals, exhibitions — saw a 236% revenue jump. It also runs a major ticketing platform and expects more growth from international concert sales.
'Entertainment in China has strong, diverse demand,' Shen said. 'If one has liked something since childhood, they will basically always like it.' –BLOOMBERG
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