Shulou(Shulou.com)11/24 Report--

Core tip:

1. The arrival of the 2022 Qatar World Cup will heat up the niche business of star cards. On TikTok and other Short Video platforms, the number of topics played by #World Cup star card #has exceeded 100 million, and the average sales volume of "card removal" in many direct broadcasting rooms is about 100,000 - 200,000 yuan. According to cross-border e-commerce AliExpress data, game card sales in Saudi Arabia have increased by 580% year-on-year in recent January.

2. Phoenix Technology noted that recently, on the domestic trading platform Cartao App, a C Ronaldo star card auctioned for 7.77 million yuan, another Panini 2022 C Ronaldo signature card auction transaction price is 3 million yuan.

3. As in the heyday of shoe speculation, players trying to make a fortune flooded the star card track during the Qatar World Cup boom, which also led to some chaos in the industry. Some players told us that they had not dabbled in star cards before, and saw that some friends earned tens of thousands by opening cards during the World Cup, and also wanted to try their luck.

The 2022 Qatar World Cup has officially begun. At the same time of high enthusiasm for watching the ball, the niche business of star cards has also warmed up in an all-round way.

Cross-border e-commerce eBay released a report saying that due to the arrival of the World Cup, the growth momentum of football card transactions is getting stronger and stronger. On the domestic trading platform CardTao App, a Ronaldo star card recently sold for 7.77 million yuan, and the price of football star cards has been rising with the popularity of the World Cup.

A Mickey Mantle baseball card with a score of 9.5 sold for $10.5 million, setting a new auction record for sports collectibles. This made the star card quickly out of the circle and attracted a lot of attention.

What makes the star card so expensive? What kind of business is the star card?

A Ronaldo star card sold 7.77 million "486 stars from 32 teams. Today we will open the 2022 Qatar World Cup star card. "In the video, blogger" Football Journey to the West "shows viewers the latest World Cup star cards sold by card company Panini. There are 6 card packs plus 3 limited cards. The three limited cards are printed with images of Estupinian, Messi and Hakimi respectively.

Below the video, there is a link to the Qatar World Cup star card, 199 yuan for a classic can box and 480 yuan for a basic style end box. Merchant Li Lei told Phoenix science and technology, Star card "Open card" And open blind box similar, Can open ordinary and signature card, Clothing card, etc., And the above video released star card belongs to basic style, Single box price is not high.

Fig.| Qatar World Cup Star Card in 2022 Generally speaking, the star card is designed according to IP rarity and card surface, which is divided into basic card, refraction card (the card has reflective film after special treatment), special card, signature card, material card (referring to the card inlaid with player's small jersey), rookie card, Logoman card (printed with sports league logo) and other types.

In the more mature North American market, star cards have formed a complete industry chain of authorization, issuance, sale, rating and trading. Some players said that the third-party score has a great impact on the card value, that is, the scoring mechanism is full score of 10 points, 10 points is black standard, 9.5 points above is gold standard, 9 points below is silver standard, the star card collection price with good score is often several times higher than that without score.

In addition to scoring, player popularity and field performance are also important factors that affect card value.

"Star cards are like stocks, their value fluctuates with the heat of the market. "Player Zhang Yuan told us that after the death of NBA famous star Kobe Bryant, the price of his star card has been pushed up continuously. Last year, a Kobe signature card sold for 1.79 million US dollars, 30 times more than the first transaction.

The arrival of the 2022 Qatar World Cup has undoubtedly stimulated the trading of star cards. On TikTok and other Short Video platforms, the number of topics played by #World Cup star card #has exceeded 100 million, and the average sales volume of "card removal" in many direct broadcasting rooms is about 100,000 - 200,000 yuan. According to cross-border e-commerce AliExpress data, game card sales in Saudi Arabia have increased by 580% year-on-year in the past month and 480% in Brazil.

Domestic second-hand market, star card trading is also hot. Phoenix technology noted, Domestic trading platform card shopping App, Football star card prices constantly refresh, Only at the end of September this year, A score 9.5 C Ronaldo star card auction transaction price of 7.77 million yuan, Another 2022 Panini sale C Ronaldo signature card auction price is 3 million yuan, And Messi star card auction transaction price in 990,000 yuan.

Fig.| C Ronaldo's star card auction transaction price "This card has a high score and good appearance. If Ronaldo plays several more games in the World Cup, it is estimated that it will rise. "Zhang Yuan said that this Qatar World Cup may be the curtain call battle between Messi and Ronaldo. In addition, the players 'hot speculation makes the star card more collectible. Even Panini's newly released series can sell at a price.

Behind the player crazy krypton gold, feelings or speculation speculation? Star cards originated in the United States and were originally sold as a gift for cigarettes. Unlike North America, star cards have been lukewarm in domestic sports collections, with most fans kept only as collectibles.

Star card collector Jiang Ning said he likes to play basketball at ordinary times, is a fan of NBA star LeBron James, and has repeatedly split cards with his roommates. He said,"Since the 2020 epidemic, more and more people have paid attention to star cards, NBA star card prices have also risen, it is difficult to buy high-scoring signature cards at reasonable prices, and now it is more of a team try. "

Jiang Ning told us that there are three main types of star card players: one is fans or collectors like him, hoping to express their love for players in this way, or they love collecting themselves; the second is merchants specializing in card collection, who care more about whether cards can appreciate; and speculators who want to make money by copying the fried shoe model.

In the past two years, with the warming of sports events, card speculation is common in the collection circle. "This trend is mainly from abroad, especially the high price auction on eBay, which attracts many players to enter. "Merchant Li Lei said.

In the domestic collection circle, it has become a popular trend to buy blind boxes and disassemble cards together with others, or to disassemble several series together, so that there is a chance to "Bo a handful" at a lower price. However, only one or two cards in the removed blind box can sell the price, which also causes the phenomenon of "ten bets and nine losses."

Earlier, artist Edison Chen had released a video of opening the box. The card box he opened was worth more than 40,000 yuan, but the total value of the cards opened was no more than 6000 yuan. This situation is common.

Yu Kun, who has 5 years of experience in star card collection, believes that star card "opening card" is similar to opening blind box, which will make people buy repeatedly or even addicted. "fried shoes are more like financial management, while playing star cards is like gambling, so be prepared to lose money. "At present, Yu Kun runs several online communities of star cards, mainly by providing customers with purchase channels, team cards and follow-up transactions, from which he collects service fees.

He said that if players want to draw more than 10,000 yuan worth of value-preserving cards (i.e. players famous, cards limited to the world or have their own signature), they probably need to buy more than a dozen boxes, invest more than 100,000 yuan to open.

As in the heyday of shoe speculation, players trying to take advantage of the Qatar World Cup boom poured into the track, which also led to some chaos in the industry. Some players told us that they had not dabbled in star cards before, and saw that some friends earned tens of thousands by opening cards during the World Cup, and also wanted to try their luck.

"Since September, our community has been flooded with new players, mostly to open football star cards. I will also warn them to be careful to open the box, now a lot of temporary groups crazy pull people, some novices are induced by merchants to spend 50,000 yuan in two days to open the card, finally only in exchange for a few thousand yuan of value cards. "Yu Kun said.

Pangu think tank senior researcher Jiang Han to Phoenix technology said, Compared with foreign mature market, Domestic star card trading although rapid growth, But still biased to niche track, Market capacity is not large. At present, can shoot sky-high star card can be said to be rare, collectors should not blindly follow the market situation, should be cautious admission.

Next hot track? In fact, the star card can attract many domestic players, mainly with IP, collection value, light gambling nature at the same time, which also makes the star card and limited shoes, blind box, formed a certain scale of second-hand trading market. The boost of sports events such as the World Cup has heated up the market.

According to eBay's report released in early 2021, while global card sales increased, star card sales in China rose 205%, ranking second only to the United States.

As star cards become more and more popular in China, domestic listed companies and capital have also begun to set foot in this field. On September 6, Fanmall, a star card platform, completed a new round of financing from Tang Zhu Capital and Adam Zhu, a former vice chairman of Asia Pacific for sports brokerage giant IMG Group (now Endeavor). Fansmall had previously obtained Yao Ming and others to create a capital angel investment.

Earlier this year, A-share listed company Yaoji Technology strategically invested in Shanghai Chaowang Information Technology Co., Ltd., which owns DAKA, a domestic star card IP issuer, and Card Hobby, a trading platform. Yao Ji Technology disclosed that in 2021, the GMV of Cartao exceeded 600 million yuan, with a year-on-year growth rate of more than 300%; the monthly GMV exceeded 50 million yuan at most.

In addition to issuers, a number of star card start-ups have emerged in China, mainly including Guangdong Leixi Culture Co., Ltd. and Shanghai Ruika Chaowan Industrial Co., Ltd., both of which are Panini's agents in the Chinese market.

After each capital enters the game, also raises the outside world question, whether the star card will become the next hot track. Jiang Han said, Compared with the North American market, China star card is still in the embryonic stage, Not yet formed mature rating and sales chain, After the World Cup, The market heat will gradually fade.

Another practitioner believes that although the star card belongs to the minority collection activity, it is slowly entering the mainstream view of the country. He believes that in the era of mobile social interaction, the interactive participation performance of star cards attracts interest groups and becomes an important topic in young people's communication. Driven by strong market demand and capital, star card collection is expected to develop into a market of hundreds of billions.

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