Summary of Key Points
Collectibles such as cards are evolving from a niche hobby among a small group of enthusiasts into a rapidly growing new consumer industry. The Chinese market is a major driver in this trend, with a current size of 6.2 billion yuan, and it is expected to grow at an average annual rate of 21.4% over the next five years (faster than the global average). This industry is still in its infancy, offering numerous opportunities. The involvement of cross-border e-commerce and large platforms (such as eBay) has helped to make card trading more standardized and scaled. Businesses are operating both online and offline, with a focus on overseas markets as well. High-quality intellectual properties (IPs) such as Pokémon and the World Cup are crucial for long-term profitability.
Detailed Analysis
1. The Chinese Card Market: Still in its “Infancy,” but Growing Rapidly
Card collecting was once a hobby for a few people, but it has now become a legitimate industry. For example, the MOJO FEST exhibition in Shanghai has seen its scale quadruple in just three years, and this year it is expected to attract tens of thousands of visitors from around the world, indicating explosive demand. The data is even more striking: the Chinese collectible card market will reach 6.2 billion yuan in 2024, with an average annual growth rate of 24.5% from 2019 to 2024, and it is projected to continue growing at 21.4% over the next five years, reaching 16.5 billion yuan by 2029. Chinese consumers are willing to spend money on these items; during the World Cup, the average transaction price of football cards in China was 40% higher than the global eBay average, with some cards selling for up to $30,000. Industry insiders believe that now is the best time to enter the market, as it is far from saturated and has significant potential for growth.
2. Cross-border E-commerce + Large Platforms: Making Card Trading More Formal
In the past, card trading often occurred through informal exchanges among friends or on small forums. However, large platforms are now getting involved to streamline the process. eBay, for instance, is participating in Chinese exhibitions for the first time this year. It not only operates its own platform but has also acquired specialized card trading platforms like TCG Player and high-end auction houses like Goldin, and has partnered with authoritative rating organizations. This provides assurance for card transactions, ensuring that the authenticity of cards is verified and that transactions are secure, moving away from the reliance on trust. China’s advantages in this regard are evident: fast logistics and a well-developed e-commerce infrastructure. Companies like Castle Card Society have reported breaking transaction records due to the efficiency of their logistics and platform capabilities, which allow them to sell cards globally quickly.
3. Businesses Operating on Multiple Channels: Online, Offline, and Overseas
Businesses in the card industry are no longer relying solely on online sales. For example, Zebra Chao Play opened a physical store in 2024, and now online sales account for 35% of their total revenue. Physical stores provide customers with the opportunity to touch and experience the products, which enhances trust and satisfaction. They also target overseas markets; once the domestic market is stable, they sell Chinese cards abroad or introduce popular foreign cards. This multi-channel approach allows businesses to reach a wider audience and enhances their resilience to market risks.
4. High-quality IPs as the Key to Long-term Profitability
The success of card sales depends heavily on the popularity of the underlying IP. During the World Cup, football card sales increased by 780%. Products related to Pokémon and One Piece had particularly strong sales, and some Jordan-themed cards sold for up to $4.3 million. These IPs have loyal fan bases willing to spend money on related items. As long as the IPs remain popular, the value of related cards will continue to grow. This is why both businesses and platforms focus on acquiring top IPs, as they represent a steady source of revenue.
In Conclusion
Card collecting is no longer just a hobby for a small group; it has become a sizable, growing, and regulated industry. The Chinese market is a key driver of this growth, with cross-border e-commerce and large platforms playing a crucial role in making it more formal. Businesses are diversifying their strategies by operating across multiple channels, and high-quality IPs are the core competitive factor. If you are interested in this field, now is a great time to get involved, as the market is still in its early stages of rapid expansion.