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Estore Corporation 4304(TW) had grown via ASP services aimed at eCommerce companies. These form the current core “Systems Business”. However, growth in ASP operations for EC has slowed due to the increasing number of new entrants. In light of such circumstances, Estore is in the midst of shifting its business focus for future growth from ASP operations to the Web marketing (called “Marketing Business” as a business segment by the Company, including consulting on attracting customers and improving rates of purchase as well as agency (services.
Estore’s Marketing Business will not go head-to-head with major specialist advertising agencies, but rather seek to establish a business model unique to Estore in terms of factors such as operational scale and efficiency. Specifically, its approach is to have mid-tier companies with annual sales between \100mn to 10bn as its target customer segment, and identify the best media and publication methods that will obtain the optimal results via a method of trial and error, determining coverage companies for each data scientist (person in charge. At present, Estore is still at the upfront investment stage, however, the anticipated values for potential operating profit margins are at the highest 15 to 20%. An important factor is that the success of the Marketing Business will be linked directly to synergies produced with the Systems Business. In other words, there is the potential for Estore’s profit margins to change significantly when the Marketing Business is launched.
It is expected that FY3/15 operating profit will decline for a second consecutive period to \459mn (-16.6% y-o-y. The reason for this, as noted above, is due to upfront investment in the Marketing Business. In the Systems Business, which is the current core business, the trend for an increase in both sales and earnings through commission income that is linked to traded value is being established, and our assessment is that there is an underlying improvement in Estore’s actual earnings capacity. We feel that this year’s results with a decline in earnings are already reflected in the share price, and that going forward, if the state of progress in the Marketing Business becomes clear there will be a re-evaluation of Estore’s share price.
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