[Korea] Media January 11, 2021

CJ ENM Buy (035760 KQ ) (Maintain)

Revised guidance points to margin improvements TP: W200,000 ▲ Upside: 28.0%

Mirae Asset Daewoo Co., Ltd. Jeong -yeob Park [email protected]

4Q20 preview Revenue of W941 .6bn (-7.1% YoY), OP of W 93 bn (+481.3% YoY) ; above consensus ó On Jan. 8, after market close, CJ ENM disclosed that it was cutting its 2020 full-year guidance from the forecasts issued at the beginning of last year. ó The company now expects 2020 revenue of W3.4tr (vs. W3.8tr previously) and operating profit of W280bn (vs. W310bn previously). A reverse calculation of the company’s forecasts puts 4Q20 revenue and operating profit 0.5% and 23.5% above consensus estimates, respectively. ó Media: We forecast 4Q20 operating profit of W40bn. We believe margins continued to improve, aided by cost savings. ó Commerce: We forecast 4Q20 operating profit of W52.5bn. Earnings likely improved on the back of a strong home shopping sector (due to the pandemic) and peak-season effects. ó Newly released films (Pawn and Collectors ) did poorly at the box office, but we believe the music division turned to an operating profit (W1.7bn) thanks to IZ*ONE’s album release.

Improving fundamentals in the Tving expansion and media mix improvement to bring renewed attention to growth and media business profitability ó Despite production cost control efforts, CJ ENM’s content offerings (Show Me the Money , The Uncanny Counter , Start-Up , etc.) continue to have strong appeal. ó In 2020, CJ ENM’s media mix improved , with the share of the growing digital segment increasing at the expense of the TV ad segment. ó Tving recently announced that JTBC Studio has become its second-largest shareholder (16.7% stake) and that it will invest W400bn over the next three years. The OTT service is expected to target niche markets (short/mid-form) and aims to attract 5mn paid subscribers by 2023. ó In 2021, we expect media profits to stabilize with the help of YouTube and Tving. We also see potential synergies from the company’s equity swap with NAVER.

Raise TP Maintain Buy and raise TP by 8% to W200,000 ó Our target valuation of W4.3tr represents the sum of the value of CJ ENM’s equity holdings (W2 .4tr) and the value of its key businesses (W2.4tr), minus net debt (W0.4tr). For key businesses, we applied a P/NOPAT of 15x to media/music/film and 10x to commerce. For equity holdings, we conservatively applied a 40% discount. (We may reduce our discount depending on how the company utilizes its equity stakes.) ó We recommend overweighting the stock, as: 1) media profits should improve on increasing exposure to digital, the bottoming out of TV ads, and production cost cuts; and 2) share price gains are likely despite our conservative approach to valuing the firm’s equity holdings.

Key data

Current price (1/8/21, W) 156,200 Market cap (Wbn) 3,425 160 CJ ENM KOSDAQ 140 OP (20F, Wbn) 277 Shares outstanding (mn) 22 120 Consensus OP (20F, Wbn) 261 Free float (%) 46.8 100 EPS growth (20F, %) 27.8 Foreign ownership (%) 21.6 80 P/E (20F, x) 23.0 Beta (12M) 0.84 60 40 Market P/E (20F, x) 21.9 52-week low (W) 81,500 1.20 5.20 9.20 1.21 KOSDAQ 987.79 52-week high (W) 164,500

Share performance Earnings and valuation metrics (%) 1M 6M 12M (Dec.) 2017 2018 2019 2020F 2021F 2022F Absolute 15.0 26.8 3.2 Revenue (Wbn) 2,260 2,360 3,790 3,388 3,893 4,186 Relative 5.6 -1.7 -33.0 OP (Wbn) 224 182 269 277 357 392

OP margin (%) 9.9 7.7 7.1 8.2 9.2 9.4 NP (Wbn) 131 163 104 133 190 226 EPS (W) 21,054 11,514 4,754 6,077 8,652 10,298 ROE (%) 13.5 8.6 3.7 4.4 5.9 6.7 P/E (x) 11.0 17.5 33.6 23.0 18.1 15.2 P/B (x) 1.4 1.4 1.0 0.8 0.9 0.9 Div. yield (%) 1.3 0.6 0.9 1.0 0.9 0.9 Notes: Under consolidated K-IFRS; NP is attributable to owners of the parent Source: Company data, Mirae Asset Daewoo Research estimat es Analysts who prepared this report are registered as research analysts in Korea but not in any other jurisdiction, including t he US. PLEASE SEE ANALYST CERTIFICATIONS AND IMPORTANT DISCLOSURES AND DISCLAIMERS IN APPENDIX 1 AT THE END OF REPORT. January 11, 2021 CJ ENM

Table 1. CJ ENM: Valuation (Wbn) SOTP 2021F Current price (W) 156,200 Shares outstanding (mn shares) 21.9 Treasury stock: 23,000 shares Market cap (Wbn) 3,424.9 1. Listed subsidiaries 2,367 1 = (a)+(b) (a) Netmarble stake value 1,431 Stake: 21.83% Market cap 10,923 20-day avg. Discount 40.0 (b) Studio Dragon stake value 936 Stake: 58.18% Market cap 2,681 20-day avg. Discount 40.0 2. Other valuations 2,425 (excl. listed subsidiaries) Media NOPAT 63 Media + movie + music - Studio Dragon (excl. Studio Dragon) Target P/NOPAT (x) 15.0 Factored in for digital ad/content sales growth Commerce NOPAT 148 Target P/NOPAT (x) 10.0 Home shopping market target multiple 3. Net debt 445 Total adj. shareholder value (c) 4,347 1 + 2 - 3 Fair price (W) 200,000 (c)/no. of shares Expected return (%) 28.0 Source : Mirae Asset Daewoo Research

Table 2. CJ ENM: Consolidated earnings and forecasts (Wbn, %, mn persons, %p) 1Q19 2Q19 3Q19 4Q19 1Q20 2Q20 3Q20 4Q20F 2020F 2021F 2022F Revenue 1,105 1,260 1,153 1,014 811 838 799 942 3,388 3,893 4,186 Media 380 426 427 445 341 406 371 491 1,609 1,804 1,903 Commerce 324 358 336 410 376 376 344 393 1,489 1,590 1,643 Movie 104 68 84 93 54 13 37 24 127 255 334 Music 52 154 63 66 40 43 47 34 163 245 306 CJ Hello 245 255 243 0 0 0 0 0 0 0 0 OP 92 97 64 16 40 73 71 93 277 357 392 OP margin 8.3 7.7 5.6 1.6 4.9 8.8 8.9 9.9 8.2 9.2 9.4 Media 14 37 16 5 4 25 29 40 98 140 155 Commerce 42 36 29 42 38 50 42 52 183 195 202 Movie 19 10 16 -1 -2 -3 -4 -1 -11 13 17 Music 5 5 -1 -3 0 2 4 2 7 10 18 CJ Hello 13 9 4 0 0 0 0 0 0 0 0 Pretax profit 86 95 51 -43 39 51 52 79 221 289 344 NP 49 66 31 -87 30 39 33 50 152 217 258 Net margin 4.4 5.2 2.7 -8.6 3.7 4.7 4.1 5.3 4.5 5.6 6.2 Owners of the parent 43 63 29 -30 27 34 29 44 133 190 226 YoY Revenue 7.1 20.1 6.9 -15.4 -26.6 -33.6 -30.7 -7.1 -25.2 14.9 7.5 Media 11.6 15.4 4.9 -1.3 -10.3 -4.7 -13.2 10.4 -4.1 12.1 5.5 Commerce 11.4 16.3 14.7 1.9 16.0 5.2 2.5 -4.2 4.3 6.8 3.4 Movie 30.2 88.2 87.5 78.2 -47.9 -81.5 -56.3 -74.4 -63.5 99.9 31.2 Music -7.3 131.2 8.1 25.6 -23.5 -72.3 -25.5 -48.7 -51.3 50.0 25.0 OP 2.4 22.3 -16.3 3,800.0 -56.9 -24.2 10.9 481.3 2.9 29.0 9.6 NP -21.9 137.7 -43.0 TTR -38.4 -40.0 5.4 TTB 159.5 42.4 19.0 Notes: Under consolidated K-IFRS; CJ Hello data reflected Source: Company data, Mirae Asset Daewoo Research

Mirae Asset Daewoo Research 2 January 11, 2021 CJ ENM

Figure 1. Improving media mix: Revenue contribution of digital ads has been rising since 2020

(Wtr) (%) 2.0 New media (L) 60 TV licensing (L) TV ads (L) 50 1.5 New media % (R)

40 1.0 30

0.5 20

0.0 10 2012 2013 2014 2015 2016 2017 2018 2019 2020F 2021F

Source: Company data, Mirae Asset Daewoo Research

Figure 2. Media mix improving with increasing digital ad exposure

(Wbn) Media: -4% Media: +12% 1,200 CJ ENM digital ads TV ads: -19% TV ads: +5% CJ ENM TV ads Digital ads: +32% Digital ads +20% 1,000

800

600

400

200

0 2015 2016 2017 2018 2019 2020F 2021F 2022F

Source: Mirae Asset Daewoo Research estimates

Figure 3. Improvement in production cost efficiency

(Wbn) 700

610 600

500

400

300 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020F 2021F

Source: Mirae Asset Daewoo Research estimates

Mirae Asset Daewoo Research 3 January 11, 2021 CJ ENM

Figure 4. Korea Advertising Index (KAI) continues to improve

(P) 110 Terrestrial TV Cable TV

105

100

95

90 Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec.

Source: KOBACO, company data, Mirae Asset Daewoo Research

Figure 2. Tving continues to solidify its position in the Figure 3. Monthly mobile video advertising spend domestic OTT market

(mn) (Wbn) (%) 3 Tving MUVs 120 YouTube (L) 80 Facebook (L) 100 NAVER (L) Other (L) 60 YouTube % (R) 2 80

60 40

1 40 20 20

0 0 0 5/19 8/19 11/19 2/20 5/20 8/20 11/20 7/18 1/19 7/19 1/20 7/20

Source: Nielsen Koreanclick, Mirae Asset Daewoo Research Source: KOA, Mirae Asset Daewoo Research

Figure 5. Cumulative YouTube channel subscribers by Figure 4. YouTube channel views by company company

(mn) (mn) 1,600 100

80 1,200

60

800 40

400 20

0 0 CJ ENM JTBC SBS MBC Big Hit YG JYP SM CJ ENM JTBC SBS MBC Big Hit YG JYP SM

Note: Based on combined data of all company-affiliated channels Note: Based on combined data of all company-affiliated channels Source: YouTube, Mirae Asset Daewoo Research Source: YouTube, Mirae Asset Daewoo Research

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CJ ENM (035760 KQ)

Income statement (summarized) Balance sheet (summarized) (Wbn) 2019 2020F 2021F 2022F (Wbn) 2019 2020F 2021F 2022F Revenue 3,790 3,388 3,893 4,186 Current assets 1,676 1,948 2,441 2,840 Cost of revenue 2,328 1,819 1,999 2,145 Cash & equivalents 270 542 925 1,257 GP 1,462 1,569 1,894 2,041 AR & other receivables 874 874 905 926 SG&A expenses 1,193 1,292 1,537 1,649 Inventory 121 121 139 149 OP (adj.) 269 277 357 392 Other current assets 411 411 472 508 OP 269 277 357 392 Non-current assets 3,759 3,850 3,656 3,593 Non-operating profit -79 -56 -68 -48 Investments in associates 1,333 1,333 1,359 1,400 Net financial income -21 0 0 0 PP&E 948 1,000 1,053 1,141 Net income from associates 39 76 55 65 Intangible assets 1,038 966 670 465 Pretax profit 190 221 289 344 Total assets 5,435 5,798 6,098 6,433 Income tax 85 69 72 86 Current liabilities 1,661 1,441 1,510 1,591 Profit from continuing operations 104 152 217 258 AP & other payables 557 390 448 482 Profit from discontinued operations -46 0 0 0 Short-term financial liabilities 453 592 535 542 NP 59 152 217 258 Other current liabilities 651 459 527 567 Attributable to owners 104 133 190 226 Non-current liabilities 622 954 995 1,019 Attributable to minority interests -46 19 27 32 Long-term financial liabilities 380 675 675 675 Total comprehensive income 76 212 217 258 Other non-current liabilities 242 279 320 344 Attributable to owners 123 194 199 236 Total liabilities 2,283 2,395 2,505 2,610 Attributable to minority interests -47 18 18 21 Equity attributable to owners 2,947 3,128 3,290 3,489 EBITDA 1,028 767 720 669 Capital stock 111 111 111 111 FCF 461 194 534 416 Capital surplus 2,330 2,420 2,420 2,420 EBITDA margin (%) 27.1 22.6 18.5 16.0 Retained earnings 1,146 1,234 1,397 1,595 OP margin (%) 7.1 8.2 9.2 9.4 Minority interests 205 275 302 334 Net margin (%) 2.7 3.9 4.9 5.4 Shareholders' equity 3,152 3,403 3,592 3,823

Cash flow statement (summarized) Key valuation metrics/ratios (Wbn) 2019 2020F 2021F 2022F 2019 2020F 2021F 2022F Operating cash flow 743 261 654 576 P/E (x) 33.6 23.0 18.1 15.2 NP 59 152 217 258 P/CF (x) 3.2 4.1 5.3 5.5 Non-cash income/expenses 1,037 602 432 361 P/B (x) 1.0 0.8 0.9 0.9 Depreciation 217 63 67 72 EV/EBITDA (x) 4.0 5.1 5.4 5.4 Amortization 542 427 296 205 EPS (W) 4,754 6,077 8,652 10,298 Other 278 112 69 84 CFPS (W) 49,967 34,409 29,573 28,195 Chg. in working capital -258 -315 75 41 BPS (W) 157,708 165,978 173,377 182,421 Chg. in AR & other receivables -130 -4 -25 -17 DPS (W) 1,400 1,400 1,400 1,400 Chg. in inventory -41 -4 -18 -10 Dividend payout ratio (%) 46.9 18.1 12.7 10.7 Chg. in AP & other payables 102 -84 28 16 Dividend yield (%) 0.9 1.0 0.9 0.9 Income tax -69 -161 -72 -86 Revenue growth (%) 60.6 -10.6 14.9 7.5 Cash flow from investing activities -288 -624 -160 -183 EBITDA growth (%) 45.2 -25.4 -6.1 -7.1 Chg. in PP&E -278 -66 -120 -160 OP growth (%) 47.8 3.0 28.9 9.8 Chg. in intangible assets -595 -395 0 0 EPS growth (%) -58.7 27.8 42.4 19.0 Chg. in financial assets 14 -108 -40 -23 AR turnover (x) 4.4 4.1 4.6 4.8 Other 571 -55 0 0 Inventory turnover (x) 35.3 28.1 30.1 29.1 Cash flow from financing activities -641 547 -85 -20 AP turnover (x) 10.2 7.9 9.9 9.5 Chg. in financial liabilities -1,101 435 -57 7 ROA (%) 1.0 2.7 3.6 4.1 Chg. in equity 85 90 0 0 ROE (%) 3.7 4.4 5.9 6.7 Dividends -26 -27 -27 -27 ROIC (%) 5.1 8.3 12.1 13.8 Other 401 49 -1 0 Debt-to-equity ratio (%) 72.4 70.4 69.7 68.3 Chg. in cash -183 272 383 332 Current ratio (%) 100.9 135.2 161.6 178.5 Beginning balance 453 270 542 925 Net debt-to-equity ratio (%) 14.3 18.0 4.3 -4.7 Ending balance 270 542 925 1,257 Interest coverage ratio (x) 9.1 0.0 0.0 0.0 Source: Company data, Mirae Asset Daewoo Research estimates

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Appendix 1

Important disclosures and disclaimers Two-year rating and TP history

Company Date Rating TP (W) (W) CJ ENM CJ ENM (035760) 01/11/21 Buy 200,000 400,000 10/12/20 Buy 185,000 05/08/20 Trading Buy 145,000 300,000 02/14/20 Trading Buy 190,000 11/08/19 Trading Buy 195,000 200,000 07/21/19 Buy 260,000 100,000 05/10/19 Buy 285,000

04/03/19 Buy 310,000 0 Jan 19 Jan 20 Jan 21

Stock ratings Sector ratings Buy Expected 12-month performance: +20% or greater Overweight Expected to outperform the market over 12 months Trading Buy Expected 12-month performance: +10% to +20% Neutral Expected to perform in line with the market over 12 months Hold Expected 12-month performance: -10% to +10% Underweight Expected to underperform the market over 12 months Sell Expected 12-month performance: -10% or worse

Rating and TP history: Share price (─), TP (▬), Not Rated ( ■), Buy (▲), Trading Buy (■), Hold (●), Sell ( ◆) * Our investment rating is a guide to the expected return of the stock over the next 12 months. * Outside of the official ratings of Mirae Asset Daewoo Co., Ltd., analysts may call trading opportunities should technical or short-term material developments arise. * The TP was determined by the research analyst through valuation methods discussed in this report, in part based on estimates of future earnings. * TP achievement may be impeded by risks related to the subject securities and companies, as well as general market and economic conditions.

Ratings distribution and investment banking services Buy Trading Buy Hold Sell Ratings distribution 78.43% 11.76% 8.50% 1.31% Investment banking services 66.67% 22.22% 11.11% 0.00% * Based on recommendations in the last 12 months (as of December 31, 2020)

Disclosures As of the publication date, Mirae Asset Daewoo Co., Ltd. and/or its affiliates do not have any special interest with the subj ect company and do not own 1% or more of the subject company's shares outstanding.

Analyst certification The research analysts who prepared this report (the “Analysts”) are registered with the Korea Financial Investment Association and are subject to Korean securities regulations. They are neither registered as research analysts in any other jurisdiction nor subject to the laws or regulations thereof. Each Analyst responsible for the preparation of this report certifies that (i) all views expressed in this report accurately reflect the personal views of the Analyst about any and all of the issuers and securities named in this report and (ii) no part of the compensation of the Analyst was, is, or will be directly or indirectly related to the specific recommendations or views contained in this report. Mirae Asset Daewoo Co., Ltd. (“Mirae Asset Daewoo”) policy prohibits its Analysts and members of their households from owning securities of any company in the Analyst’s area of coverage, and the Analysts do not serve as an officer, director, or advisory board member of the subject companies. Except as otherwise specified herein, the Analysts have not received any compensation or any other benefits from the subject companies in the past 12 months and have not been promised the same in connection with this report. Like all employees of Mirae Asset Daewoo, the Analysts receive compensation that is determined by overall firm profitability, which includes revenues from, among other business units, the institutional equities, investment banking, proprietary trading, and private client divisions. At the time of publication of this report, the Analysts do not know or have reason to know of any actual, material conflict of interest of the Analyst or Mirae Asset Daewoo except as otherwise stated herein.

Disclaimers This report was prepared by Mirae Asset Daewoo, a broker-dealer registered in the Republic of Korea and a member of the Korea Exchange. Information and opinions contained herein have been compiled in good faith and from sources believed to be reliable, but such information has not been independently verified and Mirae Asset Daewoo makes no guarantee, representation or warranty, express or implied, as to the fairness, accuracy, completeness, or correctness of the information and opinions contained herein or of any translation into English from the Korean language. In case of an English translation of a report prepared in the Korean language, the original Korean language report may have been made available to investors in advance of this report. The intended recipients of this report are sophisticated institutional investors who have substantial knowledge of the local business environment, its common practices, laws, and accounting principles, and no person whose receipt or use of this report would violate any laws or regulations or subject Mirae Asset Daewoo or any of its affiliates to registration or licensing requirements in any jurisdiction shall receive or make any use hereof. This report is for general information purposes only and is not and shall not be construed as an offer or a solicitation of an offer to effect transactions in any securities or other financial instruments. The report does not constitute investment advice to any person, and such person shall not be treated as a client of Mirae Asset Daewoo by virtue of receiving this report. This report does not take into account the particular investment objectives, financial situations, or needs of individual clients. The report is not to be relied upon in substitution for the exercise of independent judgment. Information and opinions contained herein are as of the date hereof and are subject to change without notice. The price and value of the investments referred to in this report and the income from them may depreciate or appreciate, and investors may incur losses on investments. Past performance is not a guide to future performance. Future returns are not guaranteed, and a loss of original capital may occur. Mirae Asset Daewoo, its affiliates, and their directors, officers, employees, and agents

Mirae Asset Daewoo Research 6 January 11, 2021 CJ ENM

do not accept any liability for any loss arising out of the use hereof. Mirae Asset Daewoo may have issued other reports that are inconsistent with, and reach different conclusions from, the opinions presented in this report. The reports may reflect different assumptions, views, and analytical methods of the analysts who prepared them. Mirae Asset Daewoo may make investment decisions that are inconsistent with the opinions and views expressed in this research report. Mirae Asset Daewoo, its affiliates, and their directors, officers, employees, and agents may have long or short positions in any of the subject securities at any time and may make a purchase or sale, or offer to make a purchase or sale, of any such securities or other financial instruments from time to time in the open market or otherwise, in each case either as principals or agents. Mirae Asset Daewoo and its affiliates may have had, or may be expecting to enter into, business relationships with the subject companies to provide investment banking, market-making, or other financial services as are permitted under applicable laws and regulations. No part of this document may be copied or reproduced in any manner or form or redistributed or published, in whole or in part, without the prior written consent of Mirae Asset Daewoo. For further information regarding company-specific information as it pertains to the representations and disclosures in this Appendix 1, please contact [email protected] or +1 (212) 407-1000.

Distribution United Kingdom: This report is being distributed by Mirae Asset Securities (UK) Ltd. in the United Kingdom only to (i) investment professionals falling within Article 19(5) of the Financial Services and Markets Act 2000 (Financial Promotion) Order 2005 (the “Order”), and (ii) high net worth companies and other persons to whom it may lawfully be communicated, falling within Article 49(2)(A) to (E) of the Order (all such persons together being referred to as “Relevant Persons”). This report is directed only at Relevant Persons. Any person who is not a Relevant Person should not act or rely on this report or any of its contents. United States: Mirae Asset Daewoo is not a registered broker-dealer in the United States and, therefore, is not subject to U.S. rules regarding the preparation of research reports and the independence of research analysts. This report is distributed in the U.S. by Mirae Asset Securities (USA) Inc., a member of FINRA/SIPC, to “major U.S. institutional investors” in reliance on the exemption from registration provided by Rule 15a-6(b)(4) under the U.S. Securities Exchange Act of 1934, as amended. All U.S. persons that receive this document by their acceptance hereof represent and warrant that they are a major U.S. institutional investor and have not received this report under any express or implied understanding that they will direct commission income to Mirae Asset Daewoo or its affiliates. Any U.S. recipient of this document wishing to effect a transaction in any securities discussed herein should contact and place orders with Mirae Asset Securities (USA) Inc. Mirae Asset Securities (USA) Inc. accepts responsibility for the contents of this report in the U.S., subject to the terms hereof, to the extent that it is delivered to a U.S. person other than a major U.S. institutional investor. Under no circumstances should any recipient of this research report effect any transaction to buy or sell securities or related financial instruments through Mirae Asset Daewoo. The securities described in this report may not have been registered under the U.S. Securities Act of 1933, as amended, and, in such case, may not be offered or sold in the U.S. or to U.S. persons absent registration or an applicable exemption from the registration requirements. Hong Kong: This report is distributed in Hong Kong by Mirae Asset Securities (HK) Limited, which is regulated by the Hong Kong Securities and Futures Commission. The contents of this report have not been reviewed by any regulatory authority in Hong Kong. This report is for distribution only to professional investors within the meaning of Part I of Schedule 1 to the Securities and Futures Ordinance of Hong Kong (Cap. 571, Laws of Hong Kong) and any rules made thereunder and may not be redistributed in whole or in part in Hong Kong to any person. All other jurisdictions: Customers in all other countries who wish to effect a transaction in any securities referenced in this report should contact Mirae Asset Daewoo or its affiliates only if distribution to or use by such customer of this report would not violate applicable laws and regulations and not subject Mirae Asset Daewoo and its affiliates to any registration or licensing requirement within such jurisdiction.

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Mirae Asset Daewoo Research 8