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    Alice Tang • First Shanghai Securities

    Alice Tang's questions to Phoenix New Media Ltd (FENG) leadership

    Alice Tang's questions to Phoenix New Media Ltd (FENG) leadership • Q2 2025

    Question

    Alice Tang of First Shanghai Securities asked about the impact of the flat overall advertising market on Phoenix New Media's performance and requested an outlook for this core business segment.

    Answer

    CFO Edward Lu acknowledged the weak market, noting that while sectors like entertainment and tourism performed well, auto and real estate slowed down. He stated that Phoenix New Media kept its ad business stable by deeply understanding client needs, leveraging its brand credibility, and focusing on international marketing efforts and events like its Global Expansion Summit.

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    Alice Tang's questions to Phoenix New Media Ltd (FENG) leadership • Q3 2024

    Question

    Alice Tang of First Shanghai Securities inquired about the drivers behind Phoenix New Media's Q3 advertising revenue growth, which continued the positive trend from the first half of the year, and asked about future operational challenges.

    Answer

    CFO Edward Lu stated that advertising revenue outperformed the market due to an improved content monetization strategy, tactical adjustments like sales team restructuring, and a focus on high-quality, human-centered narratives. He noted that this synergy between content and sales drove success in international marketing campaigns, such as for the Olympics, boosting sectors like FMCG. Lu also identified key challenges, including declining ad spend per customer and rising project execution costs, which necessitate continued focus on cost control and resource alignment.

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