What happened

Some investors wait years for the kinds of returns WiMi Hologram Cloud (NASDAQ: WIMI) stock has provided over the last few trading sessions. Less than one week ago, you could pick up shares for around $3.50. Today, as of 3:15 p.m. EDT, the stock is trading around $24.00 per share -- up more than 60% today alone.

While some of today's move is likely continued momentum from last week, WiMi Hologram Cloud released a corporate presentation today, giving investors a better look at this relatively unknown business.

A tablet displays a hologram of stock market metrics and analysis.

Image source: Getty Images.

So what

According to WiMi, the augmented reality (AR) holography market in China was 12 billion Chinese yuan in 2019 -- about $1.7 billion. The company expects the market to soar to 455 billion yuan by 2025. That's phenomenal industry growth, and WiMi expects to be a primary beneficiary. It claims its image-processing technology is 80% faster than the industry average, and it boasts more patents than any other player with 132.

As noted on Friday, when this stock more than doubled, WiMi Hologram Cloud generates most of its revenue by developing advertising campaigns. The company generated $45.8 million in total 2019 revenue, with 83.8% coming from advertising. But in years to come, it anticipates its entertainment segment revenue will do the heavy lifting.

Of the future 455 billion-yuan AR industry in China, WiMi expects 40% will come from entertainment. Considering it only generated $7.4 million in 2019 entertainment revenue, investors surely expect this to be a substantial growth opportunity. And the stock continues to climb as a result.

WIMI Chart

WIMI data by YCharts. WiMi stock returns over last five trading sessions.

Now what

Once again, it's important for WiMi investors to understand how it generates revenue. In its entertainment segment, it generates revenue through middleware software. Middleware basically runs behind the scenes and provides functions the original software doesn't. In WiMi's case, its middleware provides payment options in mobile apps. When users make a payment, WiMi splits it with the app developer at an agreed-upon rate.

That's likely a very different way of making money than many investors previously thought. However, it's not a bad thing. Consider that WiMi's middleware tech isn't limited to AR mobile apps. Furthermore, this revenue segment is highly profitable, with an 89% gross profit margin in 2019. If it grows to comprise a larger part of WiMi's revenue over time, the company's bottom line will soar.

Additionally, WiMi is exploring a joint venture in semiconductors to help develop more applications of hologram technology. And it notes that companies like Qualcomm and NVIDIA are working on 5G technology and the Internet of Things, which it believes will facilitate the adoption of its hologram tech.

However, for now, WiMi Hologram Cloud's revenue is still derived from advertising. In today's presentation, it noted it has 153 customers. And because of the COVID-19 pandemic, some are requesting more time to pay their bills. It hasn't hurt WiMi yet but certainly could if the coronavirus continues to disrupt normal economic conditions.

This article represents the opinion of the writer, who may disagree with the “official” recommendation position of a Motley Fool premium advisory service. We’re motley! Questioning an investing thesis -- even one of our own -- helps us all think critically about investing and make decisions that help us become smarter, happier, and richer.