There is a bunchLightis about to go public.
On January 26, Card Game*** submitted it to the Hong Kong Stock ExchangeProspectusMorgan Stanley, CICC and JPMorgan Chase acted as joint sponsors.
And with Ultraman, Douluo Continent, and Egg Boy Pie, these well-known classic IPs,Card games have become the absolute leader in the field of trading cards in ChinaAccording to the relevant statistics of CIC Consulting, in 2022, the market share of card games ranked first in the national trading card industry in terms of total merchandise transactions, reaching 71%, while the total number of 2-4 players was only 57%。
Despite the ability to absorb gold, the card game is a card of the Ultraman seriesThe degree of dependency is highIn the face of the expiration of the authorization of several core IPs, can card games create a more stable story?
In many shopping malls in first- and second-tier cities, we can see a card game store, which is placed at the doorLarge Ultramanornaments, surrounded by a circle of elementary school students.
If the target group of Bubble Mart is the post-00s, then the target group of card games isAfter 10
Most of these buyers are male, andAs I got older, my interest in cards waned
The profit point of card blind boxes in card games is that if you want to get a set or get a rare card, you don't have to have to be on multiple card packs or one card packMake purchases repeatedlyand you can also work with friendsMake an interchange
Of course, there are big differences in the probability of drawing and buying ** for different Ultraman cards.
Ultraman cards areMore than twenty series, which is divided into event cards, black diamond editions, gift boxes, colorful editions, legendary editions, etc., and is ranked according to rarity, divided into R, SR, SSR, GP, XR, etcMore than 30 levelsAccording to the probability of Ultraman cards released by the card game, it varies from 1:1 to 6:432 depending on the series and the quality of the card.
In most cases, the Ultraman cards in the children's hands are paid for by the parents, and there are even some families of children who are keen on Ultraman cards who spend on this hobbyTens of thousands of dollars, evenMillions of dollars, just for a rare card.
This has also plunged the card game into controversy: since the beginning of the card game, with"Minor addiction" and "irrational consumption".Related issues have been surrounding, and with the gradual expansion of the card game market, relevant public opinion has also intensified.
2022 is the moment when the card game market reaches the peak of scale, and according to the total merchandise transaction value of card games, it is in the pan-entertainment product industry and the pan-entertainment toy industryRanked second, ranked first in the field of trading cards, in the same year, there were news reports in many regions that "children steal money to buy cards, and the commissary is unwilling to refund", and even People's Daily Online also commented:Out-of-control Ultramanka, it's time to take care of it.
However, according to the speculation of netizens, this kind of card that can set off a "bloody rain" has only a single production cost7 centsLeft and right, almost a money harvester.
According to the official card game **, the price of a set of Ultraman cards is29.9 yuan 308 yuan, the ** of a single card ranges from a few dollars to dozens of dollars.
According to the prospectus, the revenue of card games in 2021, 2022 and the first nine months of 2023 is22.9.8 billion yuan, 413.1 billion yuan, 195.2 billion yuan, while the gross profit margins of trading cards are: 2%, rising every year, which also means that the card gameProfiteering model
In fact, what many elementary school students don't know is that in addition to Ultraman IP, there are as many as card gamesMore than 40 authorized IPs, such as Ye Luoli, Douluo Continent Animation, Egg Boy Party, Naruto, etc., but in comparison, only Ultraman's IP has successfully become popular.
According to the contract of the card game, the life cycle of each IP is in15 months to 10 yearsNo, although there are a lot of mature IPs in hand, at the moment when the age trend is changing at a faster pace, card games obviously have to make more trade-off choices.
The biggest risk often comes from over-reliance on the main businessTrading cardsAccording to the prospectus, in 2021, 2022 and the first nine months of 2023, the proportion of card game trading card revenue to overall revenue will reach respectively. 8%, which is not only a single card income, but also a risk superimposed on a single popular IP Ultraman.
In addition, on this basis, card games were attacked in the first 9 months of 2023Sales halved, the number of packages fell directly year-on-year by 4944%, the withdrawal of large-scale players and the substitution of more entertainment modes have to become the anxiety of card games.
The riskiness of the businessIt has always been accompanied by the development of card games.
On the one hand, the value of the cards is reflected inSocial aspects, on the other hand, embodied inSecondary market
There are many parents who have reported that their children have never watched a complete "Ultraman", but they will also be obsessed with buying cards for card games, the reason is justThe students in the class are all playing, and if you don't play this card, you can't fit in with the group
First of all, elementary and junior high school students are the first to recognize the value of cards, and they can carry out various forms of activities around these cards, such as accumulation, exchange, and battle, and this kind of activity also has a certain levelXenophobia, other companies or IP cards are very difficult to intervene in, it'sAthleticsThe attributes are also more unique, which only a handful of brands can achieve.
The originator of this game is:Magic: The Gathering, which is known as Yu-Gi-Oh and Pokémon TCG cards.
According to the Japan Toy Association, pressRetail priceAccording to calculations, the size of the Japanese toy market in 2022 will be 952.5 billion yen (about 45.9 billion yuan), an increase of 1067%, of which card games and TCG cards topped the top ten categories, reaching 234.9 billion yen, and the highest year-on-year growth rate of 1322%。
In China, card games launched in 2013 Marvel, One Piece, Naruto, Dragon Ball and other classic anime IP image card national competition, but alwaysIt didn't work out significantly
In other words, the competitive attribute of card games is a killer feature, but its biggest hidden danger comes from primary and secondary school students who have no spending power, andDo not cooperate with the collectionparents.
In the secondary market, the cards of card games can be regarded as ownedHuge user base, in the school's stationery store, commissary, and even online QQ group, Xianyu, and even more scenes have formed their own secondary market, and they are in the second-hand market circulation transactionsHave a recognized value
Does this scene sound familiar?
As early as the 19th century, American tobacco manufacturers introduced cigarette bundlesStar CardsSince then, it has gradually risen, and collectible cards can be roughly divided into IP cards, star cards, and star card categories, they are all friends of time, among which rare cards have obvious investment value, not only related to rarity, but also linked to the quality and details.
Because the second-hand market is too active, the demand for ratings has also begun to increase, and even well-known names such as PSA and BGS have been bornTripartite Card Rating Agency
The 1986 Michael Jordan Fleer series card was last sold on January 26 of this year, and it sold for a whopping amount37.$20,000, and its initial sale price was only$10, and there are 6 other products of the same model on sale, with an average ** of 23$50,000.
In contrast, although the Ultraman cards of the card game have a similar situation, butThe overall collection value remainsTo be verified
However, it is worth mentioning that as the sales of card games in 2023 will be cut in half, the core reason behind the gradual decline is the decrease in the number of players.
The number of people buying cards is decreasingIn addition to developing the IPs loved by users in the low fields of Douluo Continent and Egg Boy Pie, card games have also continued to develop and provide a more immersive purchase experience in several core provinces, driving the game atmosphere of local trading cards.
The obvious trend is that card games are already trying to expand new user structures through more age-group IPs, but they are still in their infancy, relying on Ultraman's popular card gamesIn 10 years, will we still believe in the power of light?
Reference: Selling Ultraman cards earns 4.1 billion a year, ten keywords for toy dealer card games.
Card Delivery Table Hong Kong Stock Exchange: When the market no longer believes in the power of light - Eye Entertainment.
The Ultraman of the card game, can't be sold? - Zebra consumption.