---
title: "Wajinke (301380) to Buy 51% of OTT Ad Marketer Yitong Jiayue for ¥153M"
author: "Unique Research"
sourcePublication: "Unique Research (FFCAP English library)"
originalPublishedAt: "2022-12-15T18:14:47+08:00"
canonical: "https://ffcap.cn/en/research/20221215a0789100"
source: "https://ffcap.cn/en/research/20221215a0789100"
language: "en"
cnSourceUrl: "https://view.inews.qq.com/a/20221215A0789100"
---

# Wajinke (301380) to Buy 51% of OTT Ad Marketer Yitong Jiayue for ¥153M

_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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Editorial English edition published on UniqueCapital: https://ffcap.cn/en/research/20221215a0789100
On-site reading page: https://ffcap.cn/en/research/20221215a0789100