TME(US:TME) Xin Lang Cai Jing·2025-06-06 01:27Core Insights - The article discusses the rising popularity and market potential of celebrity trading cards in China, predicting a market size of 27.66 billion yuan by 2025, with approximately 3.587 million consumers involved in the star card market [1][6] - The phenomenon is driven by a combination of social media engagement, consumer enthusiasm, and strategic marketing by companies like Tencent Music, which recently acquired shares in SM Entertainment to expand into the star card business [1][8] Group 1: Market Dynamics - The trading card market is experiencing explosive growth, with a 22-fold increase in transaction volume for celebrity merchandise on platforms like Xianyu since the beginning of 2024 [6] - The average daily views for celebrity trading cards on these platforms have reached nearly 10 million, indicating a strong consumer interest [6] - Rare cards can fetch exorbitant prices, such as 14,000 yuan for a BLACKPINK member's card and 33,000 yuan for a member of the Times Youth League, highlighting the speculative nature of this market [8] Group 2: Consumer Behavior - Young consumers view celebrity cards as "social currency," using them to connect with others who share similar interests, thus enhancing their social interactions [20][23] - The emotional value associated with these cards is significant, as they provide a sense of companionship and connection to idols, which is particularly appealing to fans [20][23] - The collection aspect of these cards drives consumer behavior, with many fans feeling compelled to complete their collections, further fueling demand [23][24] Group 3: Industry Implications - The rise of celebrity trading cards has led to the emergence of a diverse range of related products, such as card sleeves and storage solutions, which are also seeing increased sales [10][12] - Brands are leveraging the popularity of celebrity cards for marketing purposes, with numerous companies launching promotional campaigns that include these cards as incentives for purchases [13][15] - The entertainment industry is benefiting from this trend, as the sales of albums and merchandise are being boosted by the inclusion of trading cards, demonstrating a successful integration of fan engagement strategies [9][10] Group 4: Future Outlook - The trading card market is expected to continue evolving, with potential challenges arising from oversupply and fluctuating consumer interest, necessitating ongoing innovation and adaptation by industry players [29][30] - The overall market for collectible cards, including those based on IPs beyond celebrities, is projected to grow significantly, indicating a broader trend in the collectibles market [19][29]