The "Blind Box" Ultraman card is hot, harvesting primary school students "leek", and the company's sales card is 170 million years old.

In addition to singing a "Solu", what else can be quickly integrated into elementary school students? ——In a stack of Ultraman cards from his pocket, and began to fight against him.

The Red Star Capital Bureau has noticed that in recent years, the Ultraman card has swept the group of elementary school students. The children kept buying cards, drawing cards, and getting up, and cracked for them.

And merchants also seem to know this. The Ultraman Card Giant Card Tour Anime Anime increases the value attributes of the card through the continuous subdivision of the Ultraman card level, setting up different scarce cards, and developing battle game modes. The social attributes of the card game and the circulation transactions of the second -hand market, a business named "Ultraman Card" was born.

Although Card You Animation has not operated data so far, it can be used as a reference that another listed company Huali Technology (301011.SZ) operating the Ultramanca card in 2021 Anime IP derivative products is 175 million yuan. A year -on -year increase of 156.52%. In 2020, the Card of Ultraman alone created revenue for Huali Technology of 41.6802 million yuan for Huati Technology, which is the "minister of the humerus".

Ultramanca You Tour according to IC Photo

From 1 yuan to 600 yuan

Ultramanca is popular in the primary school circle

Like the post -90s post -90s, the Ou Georometer Card, today the elementary school group is popular to play the Ultraman card. The IP of this fire for half a century is harvesting the three generations of old and middle -aged and young.

"A total of 21 boys in our class, 20 are playing Ultraman cards." On July 28, Niuniu (pseudonym) of the sixth grade elementary school students in Xining City said to the Red Star Capital Bureau, "Many students have bought 4050 Bags. But they have been playing a lot in the past three or four grades, and now they have played mobile games.

Niuniu introduced that there are many types of Ultraman cards, 2 yuan, 5, 10, 20, and 20 pieces, and there are also three or four hundred, but if the number is calculated, it is bought for 2 and 5 yuan. A lot, "Buy one package today and buy one pack tomorrow, buy more if you buy it."

Tmall flagship store of Zhejiang Cardy Animation Co., Ltd. (hereinafter referred to as Kayou Anime), one of the Ultraman Card Giants, shows that the most expensive set of Ultraman's "Nebula Version 12 Packs and 360" card prices 599 yuan.

Screenshot of Card Tmall flagship store

"There is a male classmate in our class. He especially likes to play this. He just buys one or two hundred pieces of packages, pocket money, and New Year's money. It has spent thousands of dollars. Grade is famous. But now the money has rushed to the glory of the king. "Niuniu said.

The card is as good as beef hair

The essence is still a blind box

Spend thousand yuan, buy a stack of paper?

The Red Star Capital Bureau noticed that the children's golden tricks may be in the form of "drawing cards".

The Cardwell Anime Tmall flagship store shows that the category of Ultraman cards is divided into SP, XR, GP, ZR, LGR, OR, CP, USR, HR, SLR, LR, TNR, TZR, TGR, TR, TR, TR , WCR, GMR, SSR, PR, SR, R, a total of 23 species. Due to the update of the card species, the probability of cards in different versions and some versions are fixed, which can be collected according to each person's preference.

Although the customer service of the Cardwell Anime Tmall flagship store said that the card does not have a fixed level of sorting. Except for R and SR, the rest of the level is full of star cards, and arranged according to consumer preferences. However, Niuniu told the Red Star Capital Bureau that different cards are actually divided into grades depending on the rareness.

Part of the rare card display, screenshot of Card Tmall flagship store

According to the Beijing News Shell Finance, the Ultraman card is divided into 8 categories from R to ZR. The scarcity of cards from two stars to five stars is divided into four levels. The higher the probability. For example, the Ultraman card bag selling for 10 yuan, 8 cards may only have one ZR card, most of the time will only be a lower -value LGR card and UR card, a lower price card bag, ZR card appears to appear The probability is lower. A video of a station B content creator showed that it bought all the card bags in the surrounding store, but did not draw a ZR card.

In other words, the essence of a card card is still a blind box mode. It is the expectation of the lottery that can easily cause addictive stimuli. The more the card level, the more the expectations are cut, the easier it is to be satisfied, and the higher the enthusiasm of the children's gold.

The merchant seems to know this, from SR to SSR, to flash cards, transparent cards, and even 9 to make up a puzzle card. The Ultraman's card subdivision is as many as bulls, and new new ones are continuously launched. Category, the game with drawing cards seems to be ongoing.

Social, second -hand and battle games

All the golden password

But it is not enough to satisfy the momentary pleasure of satisfying the blind box. It is necessary to allow the card to flow in the crowd to greatly increase its value.

Niuniu told the Red Star Capital Bureau that the topic of Ultraman Card is very popular among low -grade students. "Boys gather together to talk about this and play with this." The Ultraman card has become the "social currency of social currency "".

On the second -hand trading platform, the Ultraman card is also popular. In the "Leisure Fish List", the user@在 在 在 在 is located in the popular list of idle fish board games and the first list of soaring lists. Manka.

In addition, the scarcity of cards has also increased its value. Under the dual BUFF of scarcity superimposed, there are idle fish users hanging out a "Ultraman vertical card SSR Ultimate SCS-009", which is priced at 1499 yuan. . "Strawing of idle fish

Caitong Securities released a research report that because the card package purchased by the player will randomly match different scarce cards, this random experience similar to the "blind box" stimulates the player's desire to buy. At the same time, some particularly rare cards have generated high circulation value in the second -hand market, making high -quality replacement cards have the attributes of collecting, which further stimulates the purchase of the card package.

Perhaps in order to develop more market value of cards, in 2020, Card You Animation Company also announced a set of official gameplay for the Ultraman card. Greatly improved the use of cards.

However, the gameplay gameplay is more dependent on the value differences of the card itself. In other words, victory depends on the card to buy the card.

Listed companies sell Altmanca 42 million annual income

For children, Ultraman may be "the light that believes", but for the capital world, this may be a good business.

According to data from the Huajing Industrial Research Institute, the size of the global exchange card game market in 2020 has reached US $ 11.13 billion. It is expected that the market size in 2027 will expand to US $ 3126 billion, and the compound annual growth rate of compound growth from 2021-2027 will be 15.9%. Compared with the international market, my country's card games are relatively late and are still in the blue ocean.

The Red Star Capital Bureau learned that at present, leading companies in the domestic replacement cards include card -yam animation, Huali Technology (301011.SZ), Yunyong Holdings, etc.

In September 2021, Kayou Animation was exposed to invest in Sequoia Capital, with a valuation of 1 billion US dollars. Public information shows that Card Tour Anime not only covers online channels such as multiple e -commerce companies, but also has more than 100 offline dealers. The products are covered with 31 provinces, autonomous regions, and municipalities across the country. The coverage rate has reached more than 90%.

Huati Technology, another domestic company, who owned Ultraman IP, landed on A shares in June 2021. Yunyong Holdings, who holds Pokémon and Mechen King, has also handed over two tables to the Hong Kong Stock Exchange.

According to the Huali Science and Technology Prospectus, from 2018 to 2020, the revenue of Huati Technology Animation IP derivatives was 41.603 million yuan, 65.586 million yuan, and 68.219 million yuan; of which, the Ultraman image card revenue was 11.8135 million yuan, respectively, respectively, respectively. 39.9057 million yuan and 41.6802 million yuan. Huali Technology said that the current sales of the publisher anime IP derivatives are mainly sold anime image cards.

Financial data shows that from 2018 to 2020, Huali Technology sold 14.9559 million, 23.345 million, and 22.77 million anime image cards. In 2020, only Ultraman's IP card created revenue to create revenue 416.802 million yuan. The sales revenue of Ultraman image cards in the Huali Technology Animation IP derivative product business also climbed from 28.4%in 2018 to 69.57%in the first half of 2020. people".

In 2021, Huali Technology achieved operating income of 627 million yuan, an increase of 47.55%year -on -year; net profit of home mother was 52.535 million yuan, a year -on -year increase of 14.06%. During the reporting period, its operating income of anime IP derivatives was 175 million yuan, accounting for 27.9%of the total revenue, an increase of 156.52%year -on -year.

Screenshot of Huali Technology 2021 Annual Report

Compared with the listed company Huali Technology, another domestic Ultraman Card sales giant card travel anime has not been publicly operated.

According to interface news, many investors close to Card Tour Animation learned that in 2020, the revenue of Kayou Anime revenue was about 3 billion yuan, and net profit exceeded 1 billion yuan, but this data has not been confirmed by Card Tour Animation.

On July 31, the Red Star Capital Bureau made an email to contact the Card Tour Anime. As of press time, no reply was received.

Red Star News reporter Yu Yao Xie Yutong

Edit Yang Cheng

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