Pre-IPO grading & scoring methodology
Scheduled for week of September 4, 2006
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New Oriental Education (EDU) |
EDU, B-, 8 |
fiscal year ended May 31, 2006 |
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private education services in China. |
Post-IPO shrs:35mmADSs |
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Beijing, China |
2004 |
2005 |
2006 |
IPO Mkt |
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Revenue ($mm) |
ratios |
ratios |
$96.0 |
Cap (mm) |
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Gross Profit % |
56.8% |
57.5% |
58.3% |
$424 |
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Income ($mm) |
$6.2 |
@$12 |
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Net income % |
11.8% |
22.1% |
6.5% |
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VALUATION RATIOS* |
Price / |
Price / |
Price / |
% offered |
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*May 31 fiscal |
Cap (mm) |
Sales |
Earnings |
BookValue |
TangibleBV |
in IPO |
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New Oriental Edu (EDU) |
$424 |
4.4 |
68 |
3.4 |
3.4 |
21% |
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SCORECARD |
Mgt |
Market |
Market Do- |
Proprie- |
Total |
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1-5, 5 is high |
Growth |
mination |
tary |
rating |
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20 is perfect |
2 |
3 |
2 |
1 |
8 |
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ADS offering: each ADS represents four common shares. |
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Preferential income tax treatment |
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. According to The Implementation Rules for the Law for Promoting Private Education |
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(2004), private schools that do not require reasonable returns enjoy the same preferential |
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tax treatment as public schools, while the preferential tax treatment policies applicable to |
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private schools requiring reasonable returns shall be separately formulated by the |
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relevant authorities under the State Council. |
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. To date, however, no separate regulations or policies have been promulgated by the |
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relevant authorities in this regard. In practice, tax treatments for private schools vary |
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across different cities in China. |
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. In some cities, private schools are subject to a 33% standard enterprise income tax, |
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while in other cities, private schools are subject to a 2% tax on gross receipts in lieu of |
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the 33% standard enterprise income tax or may be exempted from enterprise income tax. |
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In addition, some of our PRC subsidiaries and other affiliated entities currently also enjoy |
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certain preferential tax treatment. |
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. Preferential tax treatments granted to EDI by local governmental authorities are subject |
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to review and may be adjusted or revoked at any time in the future. The discontinuation |
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of any preferential tax treatments currently available to us, especially those schools in |
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major cities, will cause our effective tax rate to increase, which will increase our income |
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tax expenses and in turn decrease our net income. |
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Business |
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. Largest provider of private educational services in China based on the number of |
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program offerings, total student enrollments and geographic presence. |
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. Offers a wide range of educational programs, services and products consisting primarily |
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of English and other foreign language training, test preparation courses for major |
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admissions and assessment tests in the United States, the PRC and Commonwealth |
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countries, primary and secondary school education, development and distribution of |
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educational content, software and other technology, and online education. |
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Market Opportunity |
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Target market |
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. Primarily targets students between the ages of five and 29 living in urban areas in |
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China. According to China Statistical Yearbook (2005) published by the National Bureau |
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of Statistics of China, in 2004, approximately 457 million people in China were between |
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the ages of five and 29. In 2004, |
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. China had eight cities each with a population of over four million, 50 cities each with a |
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population of over one million and 131 cities each with a population of over 500,000, |
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according to China Demographics Yearbook (2005) published by the National Bureau of |
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Statistics of China. |
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Market size |
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. The size of the education market in China was approximately RMB580 billion (US$72 |
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billion) in 2004, of which the size of the English language training market was |
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approximately RMB15 billion (US$1.9 billion) and is expected to grow to approximately |
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RMB30 billion (US$3.7 billion) in 2010, |
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. At a CAGR of 12.3%, according to China Education and Training Industry Research |
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Report (2005-2006) published by Beijing Heading Century Consulting Co., Ltd., a third |
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party consulting and market research firm. |
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. The demand for English language training is primarily driven by China’s accelerating |
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integration into the global economy, which has resulted in increasing career opportunities |
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for native Chinese speakers who are able to communicate effectively in English. |
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. The belief that English language proficiency is essential for career development and |
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advancement is gaining increasing acceptance in China. |
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Students overseas |
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. In addition, over 100,000 Chinese students traveled overseas each year to enroll in |
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higher education programs since 2002, according to China Statistical Yearbook (2005) |
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. To gain admission into colleges, graduate schools and professional schools in the |
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United States and many other countries, applicants typically must take admissions and |
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assessment tests conducted in English, such as TOEFL, IELTS, GRE, GMAT, LSAT and |
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SAT. English proficiency is also tested as a major subject for admission to colleges and |
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graduate schools in China. |
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. As urban citizens in China are increasingly recognizing that higher education leads to |
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greater rewards in terms of income and career opportunities, there is strong demand for |
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test preparation courses for admissions and assessment tests required by higher |
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educational institutions in China and abroad. |
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Public versus private schools in China |
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Public schools in China are generally required to use government-approved curricula. In |
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contrast, private schools in China, while also heavily regulated, have greater flexibility to |
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teach additional subjects and emphasize specific subjects, such as English language |
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"New Oriental" brand |
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. Provides educational services under the "New Oriental" brand, which is the best brand |
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in China’s English language education market according to a report published in June |
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2005 by the Social Survey Institute of China, or SSIC, a leading social survey and |
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research firm in China. |
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. EDU believes its "New Oriental" brand is the leading consumer brand in China’s private |
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education sector, as evidenced by awards EDU received from many national print and |
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online media sources in China, including the "Most Influential Education Brand in 2005" |
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from Southern China Metropolitan Daily, a newspaper with nationwide circulation, and the |
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"2004 Top Ten Largest Private Educational Organizations in China" from China Fortune, |
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one of the leading finance journals in China . |
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Enrollments & delivery |
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. Since inception in 1993, has had over three million cumulative student enrollments. |
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. In the fiscal year ended May 31, 2006, EDU had over 872,000 student enrollments, |
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including 497,000 student enrollments in EDU’s language training programs and 375,000 |
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student enrollments in our test preparation courses. |
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. Delivers educational programs, services and products to students through an extensive |
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physical network of 25 schools, 111 learning centers and 13 bookstores operated by |
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EDU as of May 31, 2006, over 5,000 third-party bookstores and approximately 1,700 |
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teachers in 24 cities, as well as through EDU’s virtual online network, which has two |
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million registered users. |
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. In the fiscal year ended May 31, 2006, generated approximately two-thirds of revenues |
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from four cities in China: Beijing, Shanghai, Guangzhou and Wuhan, each of which has a |
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population of over four million. |
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Growth plan |
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. EDU opened 10 new schools in fiscal year 2006 and plans to open six to eight new |
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schools in fiscal year 2007 depending on local market conditions of the new markets |
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EDU plans to enter. |
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. Expects to incur capital expenditures ranging from approximately RMB1.0 million to |
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RMB4.0 million per new school depending primarily on the size and geographic location |
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of the school. |
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. In addition, has offered and plans to continue offering an increasing number and a |
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greater variety of smaller classes, such as "Pop Kids" English classes for kindergarten |
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through sixth grade students with 10 to 25 students per class and higher-end "Elite |
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English" classes for adults and children of high-income families with one to 10 students |
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per class. |
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. Has launched a new computerized enrollment system to timely track course enrollment |
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and other relevant operating data in EDU’s schools in Beijing and plans to roll out the |
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system across the school network by the end of fiscal year 2007. |
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EDU’s competitive advantage |
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EDU believes that its primary competitive advantages are the well-known "New Oriental" |
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brand, innovative and inspirational instruction methods and the breadth and quality of |
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programs, services and products. |
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Competition |
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. The private education sector in China is rapidly evolving, highly fragmented and |
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competitive. However, none of EDU’s competitors focuses on as broad a spectrum of |
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programs, products and services as EDU provides. Instead, competitors focus on |
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targeted markets, both in terms of the particular segments of students they aim to attract |
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and the local markets in which they operate. |
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. For example, EDU faces nationwide competition for EDU’s IELTS preparation courses |
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from Global IELTS School, which offers IELTS preparation courses in many cities in |
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China. |
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. EDU faces regional competition for its English for children program from several |
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competitors that focus on children’s English language training in specific regions, |
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including English First. |
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. EDU faces competition for its "Elite English" program primarily from Wall Street Institute |
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and English First, both of which offer English language training courses for adults in |
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many cities in China. |
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. Wall Street Institute began providing high-end English language training courses to |
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adults in major cities several years before EDI entered this market and enjoys a first |
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mover advantage. |
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Internet competition |
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. The increasing use of the Internet and advances in Internet- and computer-related |
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technologies, such as web video conferencing and online testing simulators, are |
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eliminating geographic and cost-entry barriers to providing private educational services. |
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. As a result, many of EDU’s international competitors that offer online test preparation |
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and language training courses, such as The Princeton Review, Inc. and Kaplan, Inc. may |
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be able to more effectively penetrate the China market. |
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. Many of these international competitors have strong education brands, and students |
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and parents in China may be attracted to the offerings of international competitors based |
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in the country that the student wishes to study in or in which the selected language is |
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widely spoken. |
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. In addition, many smaller companies are able to use the Internet to quickly and cost |
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effectively offer their programs, services and products to a large number of students with |
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less capital expenditure than previously required. |
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Use of $80.7mm in IPO proceeds |
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• US$18.5 million to repay all outstanding indebtedness; |
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• Up to US$20 million to expand EDU’s network of schools and learning centers and |
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improve existing facilities; and |
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• Balance to fund working capital and for other general corporate purposes, which may |
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include strategic acquisitions of businesses that could complement EDU existing |
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capabilities and business |
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