Highly bound Jay Chou!This company plans to IPO: Jay Chou’s mother is an important shareholder and Fang Wenshan is the chief cultural officer

A few days ago, Yexing Legend Group Co., Ltd. (referred to as “Yesing Legend”) submitted a listing application to the main board of the Hong Kong Stock Exchange.

According to the China Securities Journal, Yestar Legend is a new retail operator that focuses on selling health management products and skin care products through various channels (mainly through social e-commerce channels such as WeChat). It is noteworthy that,Superstar legend highly bound artist Jay Chou, Is the subcontractor, planner and investor of Jay Chou’s many large-scale concerts.

From the perspective of equity relationship,One of the controlling shareholder and founder of Superstar Legend is Jay Chou’s mother Ye Huimei, She and Yang Junrong, another founder, jointly hold 27.6% of Superstar Legend.

Highly bound Jay Chou

According to China.com Finance, Superstar Legend was established in 2017, focusing on new retail and IP creation and operation, selling health management products and skin care products through various channels.The main products include magic carcass bulletproof coffee and skin care products。

In 2020, according to the Insight Consulting Report, it is the largest company in the Chinese defense bomb beverage market, with a market share of 40.6%. Bulletproof beverage is a high-fat and abundant protein beverage specially designed for low-carbohydrate diet plans to meet the planned fat/energy ratio.

The revenue of Superstar Legend mainly comes from new retail business and IP creation and operation business. The new retail business includes three sources of income from Mobo bulletproof coffee and Daren Yueji skin care series and other products. The IP creation and operation business includes event planning, IP programs and licensing fees, and sales of cultural and creative products. After June 30, 2021, magic carcass soda, magic carcass cakes, magic carcass konjac snail noodles will be launched, and it is expected to be officially distributed in the last quarter of 2021.

According to the legend of Superstar Legend, it focuses on the use of private domain traffic centered on unique star IP on various social e-commerce channels to promote products through distributors and dealers.

In April 2019, Superstar Legend began to distribute Moto Bulletproof Coffee nationwide, launching a variety of other low-carbohydrate beverages and foods, including Moto Soda and Moto Konjac snail noodles. The skin care products market launched multiple product sub-brands under the main brand of Daren Yueji, including Dr. Mohada and Miss Cha.

In terms of media content creation, Superstar Legend is the creator of Zhou Youji and owns the IP of Zhou Youji. The first season of Zhou Youji was starred by Jay Chou. Each episode features 12-episodes of reality shows featuring guest appearances by different well-known public figures. The show will be released in March 2020. Broadcast on Zhejiang Satellite TV and Netflix.

Superstar Legend highly binds Jay Chou and is the subcontractor, planner and/or investor of Jay Chou’s multiple large-scale concerts, Including Jay Chou’s world tour in 25 cities in China in 2017 and 2018, a concert in Zhanjiang in 2019, and a concert in Ningbo in 2020; the creator of Jay Chou’s reality show Zhou Youji Own its IP; in August 2019, entered into a cooperation agreement with Jewel Music to jointly develop and own the Zhou classmate trademark; on August 30, 2021, signed a 10-year IP licensing agreement with Jewel Music and Archstone, and obtained Priority for various projects related to Jay Chou and his IP, such as IP creation, events and media production, on a global scale.

Jay Chou’s mother is an important shareholder Fang Wenshan appointed as Chief Cultural Officer

In terms of performance, the prospectus shows that Superstar Legend’s revenue in 2018, 2019, and 2020 will be 94.68 million yuan, 86.58 million yuan and 457 million yuan respectively. In the first half of 2021, revenue was 166 million yuan, a decrease of 46.8% from 312 million yuan in the same period of the previous year.

It is worth noting thatSuperstar Legend’s income is highly dependent on Magic Carcass Bulletproof CoffeeFor the years ended December 31, 2019 and 2020, and the six months ended June 30, 2021, the sales of Mobo Bulletproof Coffee accounted for 83.0%, 72.8% and 72.4% of the total revenue, respectively. Mobo Bulletproof Coffee was jointly developed by Superstar Legend and Hangzhou Hengmei, and Hangzhou Hengmei is currently the exclusive supplier of the product.

In 2018, 2019 and 2020, the company’s profits were 8.8 million yuan, 22.7 million yuan and 75.6 million yuan, respectively, with a compound annual growth rate of approximately 193.1%. Superstar Legend’s profit for the first half of 2021 was 8.29 million yuan, a decrease of 87.4% from the 65.8 million yuan in the same period last year.

Superstar Legend stated in the prospectus that since the second half of 2020, sales and marketing activities of unparalleled scale have been the reason for the decline in sales revenue of Mobo Bulletproof Coffee.

Previously, the significant increase in sales of Mobo bulletproof coffee in the six months ended June 30, 2020 was mainly due to the broadcast of the first season of “Zhou You Ji” on Zhejiang Satellite TV and other platforms from March 2020 to June 2020. . Superstar Legend promotes the magic bulletproof coffee through advertising, on-demand and discrete product placement in the program to increase the exposure of the product. In addition, in January 2020, we will invest in Ningbo Super Star Action Super Night, and promote the magic bulletproof coffee through various related marketing activities such as print advertisements, product display and gift giving in the concert venue.

It is worth noting that before the IPO, founder, controlling shareholder and executive director Ma Xinting held 27.6% of the shares, and founder, non-executive director Yang Junrong andFounder, controlling shareholder and Jay Chou’s mother Ye HuimeiThe total shareholding is 27.6%, and Chen Zhong’s shareholding is 9.2%.The famous song lyrics writer Fang Wenshan is the company’s chief cultural officer, Responsible for the marketing and creative strategy planning of the group’s products.

Authors of this article: Duan Lian, Yi Qijiang, source:Daily economic news (ID: nbdnews), the original title: “Highly bound to Jay Chou! This company plans to IPO: Jay Chou’s mother is an important shareholder and Fang Wenshan is the chief cultural officer.”

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