Group 1 - The rise of card games has transformed them into trendy consumer products, merging elements of collection, social interaction, investment, and competition, thus creating a new category in consumer goods [1][2] - The card industry has seen rapid growth in China, with the collectible card market projected to reach 26.3 billion yuan by 2024, reflecting a compound annual growth rate of 56.6% from 2019 to 2024 [4][5] - Despite the rapid market growth, per capita spending on cards in China is only 15.7% of that in Japan and 29.2% of that in the United States, indicating significant room for growth [5][6] Group 2 - The consumer base for card games is driven by emotional connections to specific IPs, seeking emotional relief and low-barrier social interactions, leading to a lightweight consumption model [8][10] - Card games create diverse consumption scenarios through various gameplay styles, with competitive play providing intellectual satisfaction and collectible aspects appealing to aesthetic desires [10] - The integration of popular IPs significantly boosts consumer engagement, with 71.3% of consumers purchasing products due to beloved IP elements, demonstrating the effectiveness of content-driven marketing [10][15] Group 3 - The card industry is characterized by a collaborative supply chain involving IP owners, design and production entities, and sales channels, which enhances efficiency and reduces risks [11][13] - Recent trends show vertical integration within the card industry, with companies managing the entire supply chain from IP licensing to production and sales, optimizing profitability [13][15] - Approximately 70% of leading domestic IPs have ventured into card games, with a significant portion of sales coming from local IPs, indicating a strong market presence and potential for further growth [15][17]

Core Insights - The surge in LABUBU prices highlights the explosive power of the emotional economy [1] - Xianyu's "2025 NBA Player Commercial Value List" reveals that there are currently 40 million basketball enthusiasts on the platform [1] - Since the start of the 2024-2025 NBA playoffs, trading of player cards, particularly those with player signatures, has become increasingly popular, with a signed card from Stephen Curry reaching a peak transaction price of 140,000 yuan [1] Group 1 - The trading of player cards has seen a significant increase, with notable sales for cards of Kobe Bryant, Stephen Curry, Jayson Tatum, Tyrese Haliburton, and Giannis Antetokounmpo during April to May 2025 [1] - The demographic of NBA-related consumers is primarily composed of younger generations, with 44% being aged 18-24 and 20% aged 25-29 [1] - Emerging players like Ja Morant, Tyrese Haliburton, and Victor Wembanyama are gaining traction in terms of search popularity and card sales [1] Group 2 - In June, Xianyu launched an NBA community that includes all 30 NBA teams, over 170 active players, and more than 70 retired legends, with ongoing expansions [2] - The NBA community allows users to quickly access information on their favorite players' merchandise and market trends [2]

Summary of Yuanlong Yatu Conference Call Company Overview - **Company**: Yuanlong Yatu - **Industry**: Gift and Cultural Products - **Market Position**: The only publicly listed company in the domestic gift industry, recognized as an industry leader [2][5] Key Points and Arguments Expansion into C-end Market - Yuanlong Yatu is increasing its offline cultural store layout through self-operated stores, cooperative counters, and partnerships with cultural tourism projects [2][3] - Successful promotion of the Beijing Romantic Hutong project and initial market feedback on Tiananmen cultural products are positive [2][3] - The company aims to attract foot traffic through scenario-based consumption, such as transforming traditional courtyard houses into stores [2][6] Product Development and Innovation - The company has developed innovative IP cultural products, such as the "Streetlight Puppy" refrigerator magnet, which received positive feedback on platforms like Xiaohongshu [2][3][6] - A strategic partnership with the Tiananmen management committee has been established to develop related products, including a series of exquisite refrigerator magnets [3][7] Performance in Cultural Tourism IP - The "Qi Tian Da Sheng" plush toy achieved significant success in Xi'an's Yanta District, indicating that cultural tourism IP can perform well in suitable offline consumption scenarios [2][9] - The Yuanmingyuan VR experience project is operating well, although ticket prices are relatively high [2][10] Sports IP Development - The company is focusing on expanding its sports IP, particularly NBA IP, by selling star cards and other cultural products through vending machines, with plans to increase from 10 to 20 machines in major cities [4][11] Financial Goals and Sales Performance - In 2024, the ToC sales revenue was approximately 10 million yuan, with total revenue exceeding 40 million yuan; the company aims for rapid growth in this area [4][13] - The ToC business is expected to become a significant growth driver, alongside ToB business, which is facing intense competition and declining profit margins [23] Future Plans and Product Launches - The company plans to continue expanding its offline presence and collaborate with more cultural tourism projects, including the development of additional Tiananmen-related products [7][8] - New products related to popular IPs, such as Jurassic Park and How to Train Your Dragon, are set to launch in mid-2025 [12][25] Market Strategy and Consumer Engagement - The company is focusing on enhancing its C-end operational channels, with a mix of flagship stores and cooperative counters in first and second-tier cities [15][22] - There is an emphasis on scenario-based consumption and cultural elements in product design, differentiating from the trend of designer toys [17][18] Competitive Advantages - Yuanlong Yatu's experience in licensing and cultural product development provides a strong foundation for entering the C-end market [5][19] - The company has established relationships with government entities, enhancing its ability to leverage untapped cultural resources [20] Team and Organizational Changes - The team structure has shifted to include more personnel focused on offline operations to meet new business demands [22] Additional Important Insights - The company is exploring the potential of entering the designer toy market but will not adopt a model similar to Bubble Mart; instead, it seeks to invest in existing IPs [21] - The company recognizes the differences between cultural tourism products and designer toys, focusing on quality and cultural representation in its offerings [17][18]

Investment Rating - The investment rating for the company is "Buy" (maintained) [1][3] Core Views - The company demonstrated resilience in its performance, with a notable improvement in Q1 2025 compared to the previous quarter, driven by a recovery in its main business and a focus on new product categories in casual gaming and card business [3][4] - The revenue for 2024 was reported at 3.271 billion yuan, a year-on-year decrease of 24.0%, while the net profit attributable to the parent company was 539 million yuan, down 4.2% year-on-year [3][4] - The company is expected to see a gradual recovery in its performance, with projected net profits for 2025, 2026, and 2027 at 651 million, 720 million, and 768 million yuan respectively, indicating a positive growth trajectory [3][4] Financial Performance Summary - In Q1 2025, the company achieved a revenue of 779 million yuan, a year-on-year decrease of 20.67% but a quarter-on-quarter increase of 61.66% [3][4] - The gross margin improved to 44.27% in Q1 2025, up by 6.47 percentage points year-on-year, attributed to a higher proportion of high-margin gaming business and price increases in the card business [4] - The company maintained effective cost control, with sales expenses down 12.7% year-on-year and R&D expenses down 21.9% year-on-year [4] Business Outlook - The gaming business remains solid, with leading market positions in products like "Finger Fishing" and new growth opportunities from products like "Happy Dou Di Zhu" [5] - The card business is expected to benefit from increased production capacity and price hikes, with a new production base for 600 million decks of cards under construction [5] - The company is also strategically investing in a trading platform for sports cards, which is anticipated to have significant growth potential due to the industry's favorable conditions [5]

Investment Rating - The investment rating for the company is "Buy" (maintained) [1][3] Core Views - The company demonstrated resilience in its performance, with a notable improvement in Q1 2025 compared to the previous quarter, driven by a recovery in its main business and a focus on new product categories in casual gaming and card business [3][4] - The revenue for 2024 was reported at 3.271 billion yuan, a year-on-year decrease of 24.0%, while the net profit attributable to the parent company was 539 million yuan, down 4.2% year-on-year [3][4] - The company is expected to see a gradual recovery in its performance, with projected net profits for 2025, 2026, and 2027 at 651 million, 720 million, and 768 million yuan respectively, indicating a positive growth trajectory [3][4] Financial Performance Summary - In Q1 2025, the company achieved a revenue of 779 million yuan, a year-on-year decrease of 20.67% but a quarter-on-quarter increase of 61.66% [3][4] - The gross margin improved to 44.27% in Q1 2025, up 6.47 percentage points year-on-year, attributed to a higher proportion of high-margin gaming business and price increases in the card business [4] - The company maintained effective cost control, with sales expenses down 12.7% and R&D expenses down 21.9% year-on-year in Q1 2025 [4] Business Outlook - The gaming business remains solid, with leading market positions in products like "Finger Fishing" and new growth potential from card games and strategic investments in platforms like "Card Tao" for trading star cards [5] - The digital marketing business is expected to recover as the structural adjustments are completed and the macroeconomic environment improves, leading to increased demand in the advertising market [5] - The company is expanding its production capacity for playing cards, which is anticipated to support overall performance as the new production base comes online [5]

文章结尾，也有「Knock Knock 世界」的介绍，感兴趣的各位可以关注。我们也整理了「卡游」这 期内容的文字稿放在下面，各位自行取用。 不知道家长朋友们有没有注意到，「卡牌」在孩子群体中非常流行，甚至成为新一代「社交货币」。 有的家长朋友也很焦虑，觉得「在劫难逃」但又没什么办法。无论你的孩子是否在玩「卡牌」，理解 流行现象背后的逻辑，并提出自己的看法都是让他锻炼思辨能力的好机会。 我们给青少年的播客节目「Knock Knock 世界」，其中一期就解读了「卡牌」话题——用孩子们能 够理解的语言和逻辑，分析了卡牌为什么如此流行、卡游公司做了哪些事情一步步吸引人购买的。 家长可以跟孩子一起收听下面的音频节目。引用一个家长的话说，教育中「堵」和「放任」都不是好 的解决办法，看见和理解、交流和对话、相信和尊重，才是最可靠的。或许听完节目，我们能更理解 孩子的世界，深入地跟孩子聊一聊。 节目开始之前，想先问你一个问题，你有没有在学校门口小卖部、或是文具店里购买过卡牌？或是你 的书包里，现在是不是就正好放了几张，比如奥特曼卡、小马宝莉卡，或是最近几个月比较流行的 《哪吒2》卡牌？ ▲ 卡游天猫旗舰店的热销榜 | 图源： ...