The printing cost is less than 0.1 yuan and sold to tens of thousands of yuan, who is paying for the "star card"?

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Huasheng Online all-media reporter Huang Yaping correspondent Teng Fengying

"When I encounter a star card that looks good and I like it very much, then I will do my best to buy it regardless of the price." On July 6, Xiao Xu, a junior student in Changsha, talked about her recent experience of "collecting cards" while unpacking the newly arrived express delivery, and had spent tens of thousands of yuan on the purchase of "star cards" since she "fanned" a certain star in May 2023.

Why is the "Star Card" so crazy?

【Phenomenon】

The crazy "star card" is tens of thousands of yuan, who is paying

"Celebrity cards" refer to the three-inch photo cards of some celebrities who have not taken public selfies or photo prints, and were originally used by Korean K-pop entertainment companies to stimulate fans to buy albums. Nowadays, from the fan economy to extend the "star card", its added value is far beyond imagination, some small cards have become the "social currency" within the fan circle, three-inch small cards can be sold at a high price of tens of thousands of yuan in the second-hand market, but its printing cost is actually less than 0.1 yuan.

The reporter learned that the "star card" is random, and the corresponding cards for different versions of the album are different. If you distinguish it by the form of sale and the scene of acquisition, the "Star Card" can be divided into album cards, bonus cards, signing cards, song cards, peripheral cards and tour cards. There are many kinds of these small cards, and fans who want to dismantle the "self-bearing (fan circle term, referring to the idol they chase)" small card or get together different versions of the small card, they have to keep consuming.

"It's like buying albums and collecting hero cards in the past, it's uncomfortable if you don't have all the collections." Xiao Xu said that at most, she spent more than 3,000 yuan a month and collected more than 200 small cards, all of which were fixed in a pink card album and became a must-enjoy before going to bed.

When asked about the high cost, Xiao Xu counted the small card and said bluntly, "It's normal to spend money chasing stars", "Members who spend 6 yuan are reluctant to open, and 600 yuan albums and small cards can be bought when they say they buy them." They can provide me with emotional value. ”

Nowadays, the "star card" has become one of the most popular peripherals for the star chaser, and the premium generated by the continuous market demand and rare characteristics has made the price of the small card rise.

On July 6, a reporter from Sanxiang Metropolis Daily searched and found that on the social platform Xiaohongshu, the transfer price of the South Korean boy group BTS member Tian Jungkook's small card is 8,000 yuan, the price of a selfie card of Kim Jenny, a member of the Korean girl group BLACKPINK, is 16,800 yuan, and the small card of the world tour of the Korean girl group IVE Zhang Yuanying also costs thousands of yuan; On the second-hand trading platform "Xianyu", the price of Cui Xiubin, a member of the TXT boy group, reached 16,000 yuan, and the data on the sale post showed that it had more than 33,000 views, of which 195 people wanted it.

【Market】

Buy goods and give the spokesperson a small card, and the celebrity card becomes a "business password"

With the prevalence of fan economy and fan circle culture, the exchange and transaction between various "star cards" have given rise to a unique small card economy.

According to the "2023 China Collectible Card Market Research Report", in 2022, the size of China's collectible card market exceeded 10 billion yuan, and it is expected to reach 27.66 billion yuan by 2025.

Nowadays, the shrewd brand sees the potential of the "star card", bundles the spokesperson's small card peripherals with products, and launches tie-in sales methods such as "buy and give the spokesperson a small card", "give the spokesperson a full set of peripherals when the consumption amount is full", and "limited xxx buy and give the spokesperson a small card", involving catering, fashion, sports, beauty and other industries. For example, if an audio brand buys the same audio from the spokesperson, it will give an electronic signature version of acrylic pendants, electronic signature cards and other peripherals; If a skin care brand buys more than 500 yuan, it will give a set of small cards to the spokesperson......

[Survey]

The printing cost is less than 0.1 yuan, and the transaction price is tens of thousands of yuan

A large number of "star-chasing" groups and a wide variety of small card styles have gradually given birth to the "card circle" of buying and selling small cards.

It is worth mentioning that the cost of the "star card" is very low, and the price is positively correlated with the popularity of the star, the rarity of the number and the beauty of the card surface. For example, in the "Xingyu Customization" online store, it only costs 10.9 yuan to customize 200 sub-membrane small cards, and it only costs 0.03 yuan to customize 1000 small cards, and the larger the quantity, the cheaper.

Song Yuqi, a member of the South Korean girl group Gidle, was dumbfounded when she heard that the transaction price of one of her small cards was as high as 7,000 yuan when she signed a video with fans: "7000? A card? Who sets the price, I would like to ask? ”

What's even more exaggerated is that on the second-hand trading platform, the undisclosed Polaroid of traffic stars is expensive without an upper limit, and Song Yuqi's undisclosed Polaroid resale price is generally more than 4,000 yuan, and there is no shortage of small cards with a unit price of more than 10,000 yuan.

【Reminder】

Don't be a "leek" of the fan economy

With the development of fan circle culture and fan economy, more and more minors or people who have just reached adulthood have been "involved" into the turmoil of the "small card economy". Most of them have not formed a healthy, mature and rational concept of consumption, and only try to be impulsive, and there are not a few who regret irrational consumption afterwards.

"I also know that small cards are actually fixed assets that will depreciate, and even if I sell them again, they will basically sell them at a low price. And now there are more and more small cards, and I am a little numb. Xiao Xu said that now she has no obsession with Xiaoka, "I prefer to save this money to watch concerts offline." ”

Zhu Lili, a professor at the School of Journalism and Communication of Nanjing University, who has studied fan culture for many years, said in an interview with the media that to guide minors to chase stars, it is necessary to help young people understand that the essence of the fan economy is capital profits, "There is no problem with chasing stars, but there is no need to be a 'leek' of the fan economy." ”

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