Unique Research · Company / M&A · December 15, 2022
On Dec 13, 2022, Wajinke (挖金客, 301380) planned to use surplus raised funds + cash totaling ¥153M to buy 51% of Beijing Yitong Jiayue (壹通佳悦), priced off Jun 30, 2022 equity appraisal. First external financing; founder holds 70% of two natural-person shareholders.
Yitong Jiayue: OTT smart-TV ad marketing specialist (~6 years in market; entity est. 2020), top-tier agent with vendor + client resources. Global OTT AV market ¥810.94B in 2021 → ¥1,893.71B by 2027 (CAGR 15.18%, Bezos Consulting). Terminal coverage >70% of users (Philips, Coolita/Coolopen, Hisense, Konka…); >1B people / ~300M households / 700M pop via quality media; domestic share >70%, import >50%. Big-screen: iQiyi/Tencent Video >140M devices, Youku >110M, Mango >90M, Bilibili >60M — phone ad inventory increasingly overtaken by big screen. OTT ad monetization since ~2016 grew 30–50%/yr for 3–5 years; post-COVID budgets tighter while programmatic/DMP readiness lets small-screen/OTV playbooks migrate.
Buyer Wajinke (chair Li Zheng): value-added telecom, mobile informatization, mobile marketing. Deal expands mobile-marketing scenarios; Yitong clients include GroupM, Publicis, Dentsu, OMD, Huayang Lianzhong — lifts brand equity in mobile marketing and OTT opportunity capture.
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