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  "documentTitle": "Momo, Inc. (MOMO)",
  "authorId": "54_Spruce_Point_Capital",
  "authorName": "Ben Axler",
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  "sourceTypeSlug": "short_seller",
  "sourceTypeLabel": "Short seller",
  "presentationDate": "2018-06-27 00:00:00",
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  "pageNumber": 63,
  "pageCount": 70,
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  "notes": "The slide uses primary research (interviews) to expose negative sentiment and competitive disadvantages for Momo.",
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      "text": "Momo's user demographic and brand were repeatedly cited as challenges to achieving broader appeal from a platform marketing perspective.",
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      "text": "Marketing Manager in Shenyan: Momo's approval is not strict, prices are 30%-50% cheaper than Baidu/Tencent, but CTR is poor and reputation is weak.",
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      "text": "News Feed Advertising Operations in Shenzen: Weibo is more effective due to young female users; Momo has too many male users and a negative reputation.",
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      "text": "Marketing Manager in Beijing: Coverage is too narrow, advertising impact is low compared to other apps, and location-based ads are ineffective.",
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      "text": "To enhance our understanding of Momo's advertising prospects, we spoke with three local advertising companies. Momo's user demographic and brand were repeatedly cited as challenges to achieving broader appeal from a platform marketing perspective.",
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      "text": "\"Momo's approval of advertisers and brands is not as strict as Tencent's and Momo has advertising from every industry such as medical care, automobiles, and tourism. Tencent does not allow advertising for loans but Momo does.\" — Marketing Manager in Shenyan; \"The impact on Momo is terrible.\" — News Feed Advertising Operations in Shenzen; \"Everyone knows that the reputation of Momo and it has a lot of negative news. Men use the site to find people to have sex with them.\" — News Feed Advertising Operations in Shenzen; \"The coverage of Momo is too narrow. Their advertising impact is very low for the hotel industry.\" — Marketing Manager in Beijing",
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      "text": "Key Takeaways From Interviews With Advertisers",
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