Holley Technology Leverages Capital to Boost Development and Practice the Leader of Global Happy Culture_Individual Information_Market_中金在线

Original Title: Holley Technology Leverages Capital to Boost Development and Practice Global Leader of Happy Culture

Text/Nick

In recent years, with the continuous satisfaction of material life, spiritual consumption has increasingly become an indispensable part of people’s daily lives. The trendy blind box consumption spreading all over the country quickly entered major shopping malls, and various amusement parks and theme amusement parks have also sprung up everywhere, continuously enriching people’s leisure and entertainment life. At the same time, A-shares are also about to usher in a comprehensive service provider engaged in the production and operation of game and entertainment equipment-Holley Technology.

On May 12, the China Securities Regulatory Commission announced that it approved the registration of the initial public offering of Guangzhou Holley Technology Co., Ltd. on the Growth Enterprise Market. The company is about to land on the Shenzhen Stock Exchange to start the listing process such as follow-up inquiry and purchase, and is expected to be officially listed and traded in the near future. Based on the unrestricted gains and losses on the first day of the GEM registration reform and the average performance of new stocks since March, Holley Technology (stock code: 301011) is expected to achieve an increase of more than 300% on the first day of listing.

According to the prospectus, Holley Technology intends to publicly issue no more than 21.7 million RMB ordinary shares (A shares) to the public, accounting for no less than 25% of the company’s total shares after the issuance. It is planned to raise 400 million yuan of funds for terminal business development and other projects.

Starting from the user, based on research and development

Constantly climb the technological commanding heights of the industry

Public information shows that Holley Technology has the vision to become a leader in the global happy culture, and is mainly engaged in the research, production, distribution and operation of game entertainment equipment. Provide game entertainment equipment and animation IP derivative products for large-scale theme amusement parks, shopping malls, tourist attractions and other commercial venues at home and abroad, including the cooperative operation of game amusement equipment and the operation of independent brand amusement parks. Its products cover tens of thousands of domestic and foreign high-end amusement parks, including Wanda Baby King, Evergrande Paradise, Big Player, AEON Fantasy, Time Zone, etc., focusing on diversified online downstream amusement experiences and one-stop solutions for indoor parks. It covers shooting games, racing games, parent-child games and other game types, bringing consumers the most immersive online music experience.

Since its establishment in 2010, Holley Technology’s operating model and development speed have been exemplary in the industry for ten years. This is inseparable from the advanced business wisdom of the founder and chairman of Holley Technology, Mr. Su Benli. When the entire industry was still in a rough development, Mr. Su Benli deeply realized that in order to gain a foothold in the fierce market environment and achieve further development, he must grasp the constant upgrading and iterative needs of consumers. For this reason, Su Benli For Holley Technology, he formulated a full-platform and full-industry chain strategic plan, including all links from the preliminary market research to the overall format design, system product planning and equipment, to be more intimate with consumers and user psychology, and to respond to market changes in a timely manner.

At the same time, with decades of experience in the industry, Mr. Su Benli judged that domestic game and entertainment equipment companies only relying on low-end products to seize the market is not a long-term solution, nor can they really shrink or even catch up with foreign giants in the same industry; Relying on other people’s product technology to make copies will never be able to establish their true core competitiveness. For this reason, Mr. Su Benli has concentrated on product technology research and development from the beginning, continuously improving product design and research and development capabilities, and optimizing production and manufacturing processes. As of June 30, 2020, Holley Technology has owned 106 patents and 117 software Copyright. Many of its self-developed products won the “Golden Finger Award of China Animation and Game Industry”, the highest award of the National Game Industry Annual Conference; for many consecutive years, they have been awarded the “Excellent Enterprise Award” and “Advanced Product Development Unit” by the China Culture and Entertainment Industry Association. In November 2019, it was rated as one of the “Top 50 Guangzhou Cultural Enterprises in 2019” by the Guangzhou Cultural Industry Fair, becoming one of the few domestic companies with independent development capabilities for game and entertainment equipment. At the same time, Holley Technology is not satisfied with the current achievements. Mr. Su Benli has stated in public on many occasions that Holley Technology will target the application of new technologies such as AI, AR, 5G, and big data. Consumers and users create the next generation of immersive experience smart game devices with multiple senses, and seize the next technological commanding heights of the industry.

Policy encourages the industry to usher in major changes

Holley Technology builds an industry benchmark enterprise

With the rapid growth of my country’s per capita income level in recent years, residents have increasingly increased their demand for spiritual consumption such as leisure and entertainment in addition to meeting the basic material needs of food, clothing, housing and transportation. According to data released by the National Bureau of Statistics, my country’s cultural industry achieved an added value of 3,873.7 billion yuan in 2018, a substantial increase of nearly 10.3 times over 2004. The added value of the cultural industry’s share of GDP increased from 2.15% in 2004 to 4.3% in 2018. However, compared with the 20% share of cultural industries in developed countries such as the United States, there is still huge room for improvement.

In this context, the amusement industry has also ushered in many favorable policies, and the industry is expected to develop vigorously. It is understood that the Ministry of Public Security and the Ministry of Culture have jointly issued the “Notice on Further Strengthening the Supervision of Game and Entertainment Places to Promote the Healthy Development of the Industry” to promote the healthy and orderly development of the industry. The Ministry of Culture also issued the “Ministry of Culture on Promoting the Transformation and Upgrading of the Cultural Entertainment Industry” Opinions” encourage the amusement parks to enrich their business formats and develop chain operations. Commercial real estate giants such as Wanda and Aeon have immediately created amusement brands such as Wanda Baby King, Aeon Fantasy, and Big Player to achieve upgrades in consumer experience and attract crowds to engage in chain amusement operations, bringing vastness to game amusement equipment and operations Market imagination space.

At the same time, the animation IP derivative industry based on the amusement industry has also become one of the most imaginative industries at the moment. Because the well-known animation IP has a very strong fan base, has a huge collection and social value attributes, toys, figures, etc. are the main peripheral products that animation and game fans pay attention to and actively place orders, especially with a new consumer outlook With the rise of the post-90s and post-00s “two-dimensional” group, the animation IP derivatives market has quickly become a gold-sucking weapon, becoming the next blue ocean market that is expected to exceed 100 billion yuan. Holley Technology is the first-choice domestic exclusive distribution platform for offline games of many internationally renowned animation IPs, including Pokémon, Transformers, Tomb Raider, Mario, Initial D, Ultraman and other first-line animation IPs. The potential for market development value is huge.

Holley Technology firmly grasped the development opportunities of the amusement industry and the animation IP derivatives industry reform, and quickly became the industry’s leading company. Relying on the rapid response capability of the complete industrial chain, strong cultural creativity and independent innovation capabilities, as well as global resource channels and The introduction of well-known IP resources has established a unique core competitive advantage that cannot be replicated. At the 2020 Guangdong Game Industry Annual Conference held at the beginning of the year, Holley Technology’s popular product “Ultraman Fusion Battle” won the “Most Popular Game of 2020″ Machine Award”, “Dancing Cute DX” became the most noticeable focus of the audience, attracting a large number of players to queue up to experience. It is these core advantages and competitiveness that make Holley Technology gradually become a benchmark enterprise in the field of domestic amusement equipment.

Increase investment in innovation, fundraising projects will help

Holley Technology has become a comprehensive service provider of amusement equipment with global influence

According to the prospectus information, Holley Technology plans to raise 400 million yuan in this IPO, of which 220 million yuan will be used for terminal business development projects, 50 million yuan will be used for research and development and information construction projects, and 50 million yuan will be used for marketing and after-sales. For service system construction projects, 80 million yuan will be used to supplement working capital. The implementation of fund-raising projects is conducive to further improving the structure of Holley’s technology industry chain and enhancing core competitiveness and profitability.

Among them, the terminal business expansion project will enhance Holley Technology’s self-operated playground operation service and equipment cooperative operation business, promote the innovation and improvement of design and research and development links, and enhance the sensitivity and timeliness of response to the market. The R&D and informatization construction projects will further enhance Holley Technology’s independent research and development capabilities and information management capabilities, accelerate new product development and new process design, consolidate Holley Technology’s technological innovation advantages in the game and entertainment industry, and enhance its core competitiveness.

At the same time, Holley Technology also disclosed its future development strategy plan in the prospectus. It will adopt innovation-driven strategies, improve the R&D system, gather world-renowned creative IP resources, enhance product experience and other measures, and continue to improve the design and development of game and entertainment equipment. R&D capabilities, keeping up with the latest development trends in the global game and entertainment industry, accelerating the R&D and application of new technologies such as VR, AR, and 5G, promoting product upgrades, continuously improving Holley Technology’s comprehensive competitiveness in the industry, and strengthening its leading position in the industry , And at the same time stride towards the goal of building a globally influential amusement equipment operation integrated service provider.

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