The second quarter of the four major portal advertising revenue seating scheduling

NetEase (Nasdaq:nets) yesterday released its second quarter earnings, the two quarter to achieve total revenue of 104 million U.S. dollars, the year-on-year growth of 41%, the chain growth of 12%, net profit of 63.9 million U.S. dollars, the chain growth of 62%, year-on-year growth of 40%.

So far, the four major web site two quarterly earnings, benefiting from the economic effects of the Beijing Olympic Games, its advertising revenues are at record highs. Sina, Sohu, Tencent and NetEase two quarterly advertising revenues were 64.9 million U.S. dollars, 43.4 million U.S. dollars, 32.5 million U.S. dollars and 15.2 million dollars.

However, in the face of the rampant "Internet cold winter Theory", four of portals to the three quarter and even the second half of the expected differentiation, showing the future expectations of increased uncertainty.

The economic effect of Olympic Games is obvious

With the economic effect of the Beijing Olympic Games, the advertising marketing of the major Internet companies has also climbed rapidly, and there was a big explosion before the Olympic Games opened.

Sina advertising revenue ranked in the top four portals. Under the impetus of the Olympic effect, Sina, the first half of the advertising revenue broken billion, reached 112.7 million U.S. dollars, two quarterly advertising revenue growth of 35%, the Olympic economic effect is obvious; As the fourth portal in the second Tencent, advertising revenue quarter-on-quarter growth of 57%; Sohu's advertising revenue quarter-on-quarter growth of 20%; The chain grew 38%.

It is noteworthy that the strategies of the four major portals are different: Sina fully to provide free media content and access to advertising revenue, "the first large network media", Tencent took the "diversified income" strategy, network advertising revenue accounted for only 14% of its income; Sohu and NetEase's advertising revenue, although relatively small, advertising revenue ratio is 40 % and 15%, but two companies are taking the "Portal + online games" of the two-wing full strength model, the development trend is more and more similar, the future in the field of online games or will be launched chasing war.

The theory of "the winter of the portal" remains to be verified

Prior to this, many business leaders or industry experts have warned that the Internet, especially the e-business enterprises serving small and medium-sized enterprises, will face a severe test due to the global macro-economic downturn, poor traditional industries, domestic commodity exports and monetary tightening policies. , but there are disagreements over whether the portal will be hit by a cold spell and the winter ahead. From the four major portals to the third quarter of the expectations, can also confirm the "portal for the Winter" view is still controversial.

In the two quarterly earnings, Sina and Sohu were optimistic about the next quarter's forecasts. Sohu expects the third quarter of this year's brand advertising revenue of 47 million-49 million U.S. dollars, Sina expected third-quarter total revenue will reach 100 million-104 million U.S. dollars, of which advertising revenue will be between 75 million-77 million U.S. dollars.

Tencent and NetEase, by contrast, have given no specific figures for the three quarter. Tencent said in its two quarterly report: "As China's economic slowdown, Tencent's short-term expectations of the Internet advertising market has become a little cautious, the impact of the Olympic Games may become more obvious." In addition, Tencent Board chairman Ma MA in Shanghai to accept this reporter's interview also published a "Cold winter will be" speech.

NetEase Joint COO Dong Rui Leopard said, there is also concern about the outlook for China's online advertising market, but he says the overall market trend is good, with many traditional advertisers starting to shift their advertising budgets from traditional media to online media, especially in consumer-sector advertisers, but real estate advertisers may shrink.

Sina CEO and CEO Charles Chao and Sohu board chairman and CEO Charles Zhang said in an interview, the 2008 is precisely the use of the Olympic economic opportunities to achieve a steady development of the year.

"I said at the beginning of the year that Sina can withstand the winter through a clear business model," Chao said. Sina has achieved growth in two quarters, and this growth is still strong, and we are confident that we will remain optimistic. ”