In addition to singing a duet "The Lonely Brave", what other ways can I quickly integrate into primary school students?

——Take out a stack of Ultraman cards from his pocket, and began to appreciate and battle with him.

  The Red Star Capital Bureau noticed that in recent years, Ultraman cards have been popular among primary school students.

Children continue to buy, draw, and collect cards to make crazy money for them.

  And merchants seem to be well versed in this. The Ultraman card giant, Kayou Animation, increases the value of cards by continuously subdividing the level of Ultraman cards, setting cards of different rarities, and developing battle game modes. , and then superimposed the social attributes of card games and the circulation transactions in the second-hand market, and a business called "Ultraman Cards" was born.

  Although Kayou Animation has not released the operating data so far, it can be used as a reference. Another listed company that operates Ultraman cards, Huali Technology (301011.SZ), will have an operating income of 175 million yuan in animation IP derivatives in 2021. A year-on-year increase of 156.52%.

In 2020, only one IP card of Ultraman will generate revenue of 41.6802 million yuan for Huali Technology, which can be called "the minister of the stock market".

From 1 yuan to 600 yuan

Ultraman cards are popular among elementary school students

  Just like the Yu-Gi-Oh card cards that were popular in the post-90s generation, today's primary school students are playing Ultraman cards. This IP, which has been popular for half a century, is harvesting three generations of old, middle-aged and young people at the same time.

  "There are 21 boys in our class, and 20 of them are playing Ultraman cards." On July 28, Niuniu (pseudonym), a sixth-grade primary school student in Xining City, told the Red Star Capital Bureau, "Many students have bought forty or fifty Bao. But I used to play a lot in the third and fourth grades, and now I go to mobile games, such as King of Glory and Peace Elite."

  Niu Niu introduced that there are many kinds of Ultraman cards, 2 pieces, 5 pieces, 10 pieces, 20 pieces, and there are also expensive three or four hundred pieces, but in terms of quantity, they are bought for 2 pieces and 5 pieces. Much more, "Buy a pack today and buy a pack tomorrow, and buy more as you buy."

  The Tmall flagship store of Zhejiang Kayou Animation Co., Ltd. (hereinafter referred to as Kayou Animation), one of the Ultraman card giants, shows the price of the most expensive set of Ultraman "Nebula Edition 1 box 12 packs of 360" cards. 599 yuan.

  "There is a male classmate in our class who likes to play this game very much. He just buys a pack of one or two hundred yuan. He uses his pocket money and New Year's money to buy Ultraman cards. He has spent thousands of yuan. All grades are famous. But now the money has gone to the glory of the king." Niu said.

There are so many kinds of cards

The essence is still a blind box

  Spend a few thousand yuan for a stack of paper?

  The Red Star Capital Bureau noticed that the key to making children addicted to krypton gold may lie in the form of "drawing cards".

  The card game animation Tmall flagship store shows that the Ultraman card types are divided into SP, XR, GP, ZR, LGR, OR, CP, USR, UR, HR, SLR, LR, TNR, TZR, TGR, TSR, TR , WCR, GMR, SSR, PR, SR, R, a total of 23 types.

Since the card types are updated from time to time, the cards are probabilistically released in different versions and some versions are fixed, which can be collected according to individual preferences.

  Although the customer service of the card game animation Tmall flagship store said that the cards do not have a fixed rank order, except for R and SR, the rest of the ranks are full-star cards, which are arranged according to consumer preferences.

But Niuniu told the Red Star Capital Bureau that different cards are actually graded according to their rarity.

  According to the Beijing News Shell Finance, Ultraman cards are divided into 8 categories from R to ZR. The rarity of the cards ranges from two stars to five stars, and they are divided into four levels. The more expensive the card package, there are rare cards. the higher the probability.

For example, in an Ultraman card pack that sells for 10 yuan, there may only be one ZR card for 8 cards. Most of the time, it will only be LGR cards and UR cards with lower value. For card packs with lower price, ZR cards will appear. less likely.

A video of a content creator at station B shows that he bought all the card packs in a nearby store, but did not draw a ZR card.

  In other words, the essence of the card collection card is still the blind box mode, and it is this lottery-style anticipation that can easily lead to addictive stimulation.

And the more the level of the card, the more finely divided the sense of expectation, the easier it is to satisfy, and the higher the enthusiasm of the children.

  Merchants seem to be well versed in this, from SR to SSR, to flash cards, transparent cards, and even 9 puzzle cards that can make up one piece. Category, the game of drawing cards and adding cards seems to be going on all the time.

Social, used and battle games

It's all kryptonite password

  But it's not enough to just satisfy the temporary pleasure of drawing the blind box. Only by letting the cards flow in the crowd can its value be greatly increased.

  Niuniu told the Red Star Capital Bureau that the topic of Ultraman cards is very popular among the lower grade students, "Boys get together to talk about this and play this." Ultraman cards have become the "social currency of elementary school students" ".

  On second-hand trading platforms, Ultraman cards are also very popular.

In the "Xianyu List", the user @Kayou Ultraman Card is ranked first in the Xianyu board game hot list and the soaring list. The top users on the soaring list and the newcomer list are also all selling cards. Manka.

  Also, the scarcity of the card increases its value.

Under the double buff of scarcity and liquidity, Xianyu users posted an "Ultraman vertical character card ssr ultimate Ciro SCS-009", the price was as high as 1499 yuan, and bluntly said "the price is the selling price, not negotiating. ."

  According to a research report released by Caitong Securities, because the card packs purchased by players will be randomly matched with cards of different rarity, this random experience similar to "opening a blind box" stimulates players' desire to buy.

At the same time, some very rare cards have generated high circulation value in the second-hand market, which makes high-quality trading cards have the attributes of collection, which further stimulates the purchase of card packs by players.

  Perhaps in order to develop more market value for the cards, in 2020, the card game animation company also announced a set of official battle gameplay for Ultraman cards, and even held the relevant card game cup hero duel national grand prix every year. Greatly improved the utilization of cards.

  However, the gameplay of this battle game is more dependent on the numerical difference of the cards themselves. In other words, the victory depends entirely on krypton gold to buy cards.

There are listed companies selling Ultraman cards with an annual income of 42 million

  For children, Ultraman may be "the light of belief", but for the capital world, it may be a good business.

  According to data from the Huajing Industry Research Institute, the global trading card game market size has reached 11.13 billion US dollars in 2020, and the market size is expected to expand to 31.26 billion US dollars in 2027, with a compound annual growth rate of 15.9% from 2021 to 2027.

Compared with the international market, the card game in my country started relatively late and is still in the blue ocean.

  Red Star Capital Bureau has learned that at present, the leading companies in the domestic trading card field include Kayou Animation, Huali Technology (301011.SZ), Yunyong Holdings, etc.

  In September 2021, it was revealed that Card Games had received investment from Sequoia Capital, with a valuation of $1 billion.

According to public information, Kayou Animation not only covers many online channels such as e-commerce, but also has more than 100 offline dealers, and its products are distributed in 31 provinces, autonomous regions and municipalities across the country, with a coverage rate of more than 90%.

  Another domestic company specializing in Ultraman IP, Huali Technology, landed on A-shares in June 2021.

Yunyong Holdings, which holds IPs such as Pokémon and Yu-Gi-Oh, has also submitted forms to the Hong Kong Stock Exchange twice.

  According to the prospectus of Huali Technology, from 2018 to 2020, the income of Huali Technology’s animation IP derivatives was 41.6023 million yuan, 65.5866 million yuan, and 68.2190 million yuan respectively; among them, the income of Ultraman image cards was 11.8135 million yuan, 39.9057 million yuan and 41.6802 million yuan.

Huali Technology said that the current sales of the issuer's animation IP derivative products are mainly the sales of animation image cards.

  Financial data shows that from

2018 to 2020, Holley Technology sold 14.9559 million, 23.3435 million and 22.7707 million cartoon image cards respectively. In 2020, only the cards with one IP of Ultraman will generate revenue. 41.6802 million yuan.

The sales revenue of Ultraman image cards in Holley Technology’s animation IP derivative business has also climbed from 28.4% in 2018 to 69.57% in the first half of 2020. It has always been Holley Technology’s “first delivery”. people".

  In 2021, Holley Technology will achieve operating income of 627 million yuan, a year-on-year increase of 47.55%; net profit attributable to the parent is 52.535 million yuan, a year-on-year increase of 14.06%.

During the reporting period, the operating income of its animation IP derivative products was 175 million yuan, accounting for 27.9% of the total income, a year-on-year increase of 156.52%.

  Compared with the listed company Huali Technology, another domestic Ultraman card sales giant, Card Game Animation, has not disclosed its operation data so far.

  According to Jiemian News, many investors close to Kayou Animation have learned that the revenue of Kayou Animation in 2020 will be about 3 billion yuan, and the net profit will exceed 1 billion yuan, but this data has not been confirmed by Kayou Animation.

  On July 31, Red Star Capital Bureau contacted Kayou Animation about this email. As of press time, no reply has been received.