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eLong, Inc.(LONG)

 
123Jump Rating: - Avoid   Underwriters: Deutsche Bank Sec.
     
Status: Priced  
 
Address: Block B, Xing Ke Plaza, 10
FiledDate: 10/07/2004
  Jiuxianqiao Zhonglu, Chaoyang District
   
  Beijing, 100016, China
Filed Price Range ($): $11.50-13.50
       
Telephone: +86-10-5860-2288 Filed Offer Amount ($ Million): $54.80
       
Fax: +86-10-6431-5872 Shares Offered (Millions): 4
       
Websites: www.elong.net Shares Outstanding (Millions):
       
Management: Barney Harford, Chair.
IPO Date: 10/28/2004
  Thomas SooHoo, CEO/Dir.
   
  Tony Shen, CFO
Final Offer Price ($): $14.00
       
Industry: Consumer Services Final Offer Size (Millions of Shares): 0.00
       
Employees: 2,056 Final Offer Amount ($ Million): $0.00
       
Competitors: American Express
S-1 Forms:
  Carlson Wagonlit
   
  Ctrip.com
 
       
     
     
     
       
 
- Avoid        - Value Gap        - Short-Term Growth        - Long-Term Growth        - Long-Term Value

Company Links
Corporate / History Profile Executives Products Services
Quarterly Performance   

Qtr Ended

Revenues Net Income EPS
06 / 2002 13186 -3246
09 / 2002 13818 -1564
12 / 2002 18492 -1600
03 / 2003 13845 -1384
06 / 2003 10595 -2002
09 / 2003 22791 3642
12 / 2003 27159 1359
03 / 2004 26712 1609
06 / 2004 33397 -7019
Major Stock Holders   (Prior To Offering)

Name

Common Stock
Billable Development Ltd. 5,522,959 NA NA NA NA NA
IAC/InterActiveCorp 11,188,570 NA NA NA NA NA
Justin Tang 4,251,248 NA NA NA NA NA
Tiger Technology Private Investment Partners, L.P. 5,325,000 NA NA NA NA NA
Xiaojian Zhong 5,522,959 NA NA NA NA NA

Major Stock Holders  (After Offering)

Name

Common Stock Class A Class B Class C Class L ADS
Billable Development Ltd. 4,299,497 NA NA NA NA NA
IAC/InterActiveCorp 11,188,570 NA NA NA NA NA
Justin Tang 4,251,248 NA NA NA NA NA
Tiger Technology Private Investment Partners, L.P. 4,325,000 NA NA NA NA NA
Xiaojian Zhong 4,299,497 NA NA NA NA NA

Business Environment

In terms of domestic tourism spending in 2002, the approximately RMB388 billion (US$46.9 billion) travel industry in China is large and growing rapidly. It is expected that the industry will continue to experience rapid growth as China’s economy continues to develop. Travel and tourism in China is characterized by a highly fragmented and inefficient travel service sector due to many factors, including the lack of consolidated hotel ownership, the lack of a centralized hotel reservation system, the localized nature of travel agencies and a dual regulatory regime. It is believed that the fragmented nature of the travel market in China will create increasing demand for central reservation platforms capable of consolidating a wide range of travel information and negotiating favorable terms with travel suppliers.

According to the China National Tourism Administration, as of the end of 2002, China had more than 11,500 travel agencies, with the top 100 domestic travel agencies having an aggregate market share of less than 2%. As the requirements of travelers become more complex, it is believed that these local agencies, which had been accustomed to providing services using state-owned travel suppliers, have been increasingly unable to respond to the changing needs of business and leisure travelers in China. In addition, the development of China’s tourism infrastructure has resulted in an increasing number of travelers who choose to engage in leisure travel without the constraints inherent in packaged group tours.

Company Strategy
The Company is a leading online travel service provider in China. The Company utilizes a centralized modern call center and web-based distribution technologies to provide its services.

Product/Services Portfolio
The Company currently has room supplier relationships with more than 2,600 hotels in over 220 cities throughout China. The Company seeksto offer a range of hotel options at a variety of prices, with the majority of the Company’s hotel suppliers being three-, four- or five-star hotels, catering to higher-end customers.

The Company acts primarily as an agent in its hotel-related transactions. When a customer makes an initial inquiry through either the Company’s call center or the Company’s websites, the Company matches the customer’s request with its allotment of rooms and makes a reservation for the customer with the appropriate hotel supplier. The hotel supplier returns a confirmation that is passed along to the customer by phone, fax or email.

The Company provides a 24-hour air-ticketing service through its toll-free call center and websites. The Company acts as agents for all major airlines in China and international airlines that operate flights, that originate from selected cities in China. The Company makes flight reservations through TravelSky, which is the operator of the only nationwide system for air-ticket reservations in China, and currently issue and deliver air tickets using a network of local agents throughout major cities in China.

The Company’s air-ticketing process begins when a customer initiates an inquiry through the Company’s toll-free call center or the Company’s websites. The customer is informed of the available flights based on their schedule and desired air carrier and the Company then confirms a booking for a seat on the selected flight through its call center. Booking information is sent to one of the Company’s local agents in the city where the customer wants the ticket to be issued and delivered. The Company has relationships with a network of local ticketing agents throughout major cities in China.

Investment Analysis
The Company had revenues of RMB60.1 million (US$7.3 million) for the six months ended June 30, 2004, an increase of 146.3% over RMB24.4 million for the six months ended June 30, 2003.

Cost of services increased 61.4% from RMB4.4 million for the six months ended June 30, 2003, to RMB7.1 million (US$0.9 million) for the six months ended June 30, 2004.

The Company had a gross profit of RMB53.0 million (US$6.4 million) for the six months ended June 30, 2004, an increase of 163.7% over RMB20.1 million for the six months ended June 30, 2003.

Operating expenses were RMB 58.1 million (US$7.0 million) for the six months ended June 30, 2004, representing an increase of 138.5% over RMB24.4 million for the six months ended June 30, 2003.

The Company incurred a tax expense of RMB0.3 million (US$0.1 million) for the six months ended June 30, 2004, compared to RMB1.0 million for the six months ended June 30, 2003.

Income Data 
Year Revenues Costs Oper Income Taxes Net Income EPS
2001 27837987 33312533 -15002244 70910 -15115473 -0.939999999999999946709294817992486059665679931640625
2002 55750341 54498813 -8827648 580109 -10097989 -0.63000000000000000444089209850062616169452667236328125
2003 74390134 62920387 2099445 462522 1615880 0.0899999999999999966693309261245303787291049957275390625
2004 60109759 58144694 -5103393 -283902 -5409897 -0.320000000000000006661338147750939242541790008544921875

Balance Sheet Data

Year

Cash Acct Recv. Inventory Total Cur Assets Total Cur Liability PPE Total Assets LT Debt SH Equity
2002 5343634 11988907 0.00 23891244 16884720 6288425 36569558 0.00 19684838
2003 73132396 28497455 0.00 110630309 29953646 8108475 130561251 0.00 100607605
2004 52447640 3443094 0.00 120965507 46780803 10173738 142841712 0.00 96060909
*As of period Ended June 30, 2004

Cash Flow Summary

Year

Net Cash-Ops Net Cash-Inv Net Cash-Fin Net Change
2001 -7909631 -23305081 36649005 5434293
2002 1621423 -494183 -1217899 -90659
2003 -7428727 -1627987 76856251 67788762
2004 -12285084 -7293365 -1084390 -20684756
*As of period Ended June 30, 2004
 

 

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