Case Studies: NetEase

Situation: A leading brand in China, NetEase operates a wide network of internet portals and websites, deriving its revenues primarily through in-house developed online games and online advertising. We began working with NetEase in April 2005. Despite the fact that NetEase was already an extremely well known name in Asia, the company's valuation was still lower than that of its peers. Strategy: As important of a brand as NetEase already was, after spending significant time with the management in the NetEase corporate headquarters in China and reviewing its current investor relations program and doing a comprehensive analysis of its peers, we decided on a very targeted approach of overhauling the company’s messaging and communications efforts with the investment community. First, we became the main point of contact for all investors and analysts. We reached out to current and potential shareholders as well as current and potential Wall Street analysts to update them on the company story and upcoming developments they should be aware of. We then overhauled much of the corporate investor materials such as the corporate presentation, the investor fact sheet and worked to increase participation during the earnings conference call. We also ensured that we were present at all the investor conferences to make new investor introductions to the management team and to manage the presentation process. Results: During the most recent quarterly earnings announcement (for the second quarter ended June 30, 2005) in early August 2005, TPG secured XX meetings with investors and XX meetings with the media following a successful earnings conference call in which TPG arranged all the logistics and issued the press release for. Share price subsequently rose more than 20% in the month after.

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