In recent years, with the rise of card culture, card dismantling live broadcast rooms have sprung up, becoming a new consumption scene that young people are keen on. However, this once popular track is now facing unprecedented difficulties. According to Tech Planet, in March 2025 alone, there will be a blood loss of 680,000 yuan in the live broadcast room, and a large number of live broadcast rooms will fall into a wave of closures.
Young people who are keen on buying popular IP peripheral products such as cards and badges, in addition to many “millet” (in two-dimensional culture, it refers to peripheral products derived from copyrighted works such as animations and games, derived from the homonym of the English “Goods”, that is, goods) stores, there are also online live broadcast rooms.
Among them, cards priced at 2 yuan, 5 yuan and 10 yuan per pack are the most popular in the live broadcast room.
As a leading card company, card games, which recently updated their prospectuses on the Hong Kong Stock Exchange, achieved operating income of 4.131 billion yuan, 2.662 billion yuan and 10.057 billion yuan respectively from 2022 to 2024.
In 2024, the adjusted net profit of card games will be 4.466 billion yuan, higher than Bubble Mart’s 3.403 billion yuan.
However, unlike the rising performance of upstream enterprises, as one of the sales channels for the card business, the card dismantling live broadcast room is closing down in batches.
On social platforms, it is not uncommon to see various card dismantling live broadcast rooms with the words clearance and sale, bankruptcy. An industry insider revealed to Tech Planet that more than 100 live broadcast rooms fall every day, except for individual live broadcast rooms, most of which can be alive even if they can be alive, but they can’t see the money, “at a glance, they are all backlogged into boxes and boxes of inventory.”
The number of people entering the game has skyrocketed, and the live broadcast room of the card opening has flooded
At first, Zhang Yue only used his off-duty time to do card dismantling live broadcasts, and the night was the node with the highest traffic, and users who liked to dismantle cards had plenty of time to come into the live broadcast room at this time.
At that time, if you broadcast for 4 hours a day, you can earn at least 800 yuan, and 24,000 yuan a month is a good side hustle for Zhang Yue. What sells better is that during the Spring Festival, users have more leisure time and more funds, and she earned 50,000 yuan during the seven-day Spring Festival holiday alone.
But now she decided to clear the goods and escape from the live broadcast room of card opening. Zhang Yue said that with the cards moving from niche to breaking the circle, as well as the popularity of IP such as My Pony Pony, Love and Deep Space, various card dismantling live broadcast rooms are emerging one after another, and the market has been saturated from 2024, and “the growth rate of card users is far less than the growth rate of card splitting live broadcast rooms.”
An industry insider revealed to Tech Planet that there are now more than 300 live broadcast rooms in Suzhou alone that only sell card game products, not counting the live broadcast rooms that sell corporate products such as card clubs, Hitcard, Kabao cultural and creative, and card movement cultural and creative products.
The rapid growth of the card dismantling live broadcast room can also be glimpsed from the head enterprises. According to Feigua data, in the first half of 2024, the sales of card games on Douyin will reach 278 million yuan, nearly 200 million more than the whole of 2023, ranking second only to Bubble Mart.
Unlike Bubble Mart’s direct sales channels, 90% of the revenue of card games is contributed by dealers, who in the past mainly sold to canteens and urban stationery stores, and now their main customers also include card dismantling live broadcast rooms.
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Even, the live broadcast room has gradually become an important sales channel for some card companies. The relevant person in charge of the “card collection club” has also disclosed that Douyin card dismantling live broadcast is its largest sales channel.
Unlike clothing, jewelry, food and other categories, the live broadcast room usually only needs a table, a shelf, a bunch of card packs that have not yet been opened, and a pair of scissors to unpack the bag.
Behind this, although the threshold for single consumption of cards is low enough, it is often a long road to collect all the cards.
Taking this year’s popular movie “Nezha” IP as an example, the first product of the Nezha Dou Tianbao of the card game has three categories: basic card pool, high han card pool and rare card pool, and different categories include different card slots such as SP, UR, SSR. Typically, rare cards generally have a probability of less than 1% and hidden cards have a probability of only 0.05%.
For players, owning a “rare card” not only means being able to sell at a high price on second-hand trading platforms, as a new type of social currency, owning a rare card in the circle is also a symbol of strength.
Unlike many offline krypton gold players who spend thousands of yuan to carry a whole box to disassemble rare cards, in the online live broadcast room, there is more of a mentality of “fighting big with small”, they let the anchor dismantle it at a single package price higher than the market price, and it is possible to “bet” on a rare high card slot, or it is possible to buy a bunch of ordinary cards at a high price.
The live broadcast further amplified the satisfaction of obtaining rare cards, not only the anchor pressed the bell on the table to congratulate, but also the barrage of “full of European energy” (referring to good luck) in the comment area.
The blood loss of 680,000 yuan in 3 months began
Online live broadcast is a sales channel that almost all brands will lay out, and the difference between the card splitting live broadcast room is that it has many complex settings to attract and stimulate buyers to continue to place orders.
Wang Yang, the person in charge of the card dismantling live broadcast room, introduced to Tech Planet that the number of card dismantling live broadcast rooms has increased at least tenfold in the past two years, in the past, mainly based on the mom-and-pop store model, and now there have been some large-scale teams entering the game to pan for gold.
Except for a very small number of head live broadcast rooms, most of them are mired in losses in involution. Wang Yang took hundreds of boxes of Pony Baoli Huiyue series and Quying series cards this year, and not only lost 680,000 yuan in three months, but also hoarded too many groups, “I also spit out all the money I earned before.” ”
Wang Yang introduced that the richness of IP products in the card dismantling live broadcast room, the speed of launch, whether it has a price advantage, and whether the blind draw gameplay is attractive are all important factors affecting traffic.
A card dismantling anchor who just entered the industry this year told Tech Planet that the live broadcast room with gameplay has the nature of “fighting big with small”, and for newcomers, no one wants to dismantle it at all, and it is difficult to attract users to stay.
Dismantling and carrying boxes are the most basic gameplay in the live broadcast room, which means that after the consumer places an order for a specified number or a whole box of card packs, the anchor will help disassemble a specified number of small cards in the live broadcast room. But most live broadcast rooms will open up Jenga gameplay, handkerchiefs and other gameplay to improve consumers’ entertainment experience and coolness, usually the rule is to buy card packs with a standard higher than the market price, designate a certain card slot (the rarity level of the card), after the anchor dismantles the corresponding cards, he must superimpose and dismantle a few packs of cards according to the rules, until the end can not be added.
In Wang Yang’s view, behind the knockout round in the card dismantling live broadcast room, more involuted gameplay settings and low-price wars are constantly disrupting the market.
On the one hand, the live broadcast room is rolled to the “must-win package”, for example, in a box of 36 boxes of products, there are a total of 4 large card slots, and the 4 large card slots are picked out to sell the guaranteed bag, according to Wang Yang, the must-win package is scanned out by a special machine, and the cost of the machine is about hundreds of thousands of yuan, usually several live broadcast rooms are purchased and used together.
Then, the live broadcast room reshapes and packages the card packs without card slots for sale, which is called “collapsed boxes” in the circle. The price of these “decadent boxes” is 0.7 times the price of the original box. Some opportunistic live broadcast rooms will be sold in “collapse boxes” and will be more profitable. However, it will also cause some users to return the goods in batches after identifying it as a “collapsed box”, and the trust crisis of the entire card dismantling live broadcast room will also arise.
On the other hand, there is a low price war. In addition to the price of rolled products in the live broadcast room, as some people continue to close down and new people pour in, the closed live broadcast room sells goods to other live broadcast rooms at low prices, and these live broadcast rooms can sell lower prices in the market, and eventually fall into a vicious circle, and finally everyone can’t make money.
According to Wang Yang, in the past, the profit of the card opening live broadcast room exceeded 30%, but now it is good to have 10%, and there are a large number of minors in the “valley circle”, and it is difficult to prevent minors from placing a large number of orders and returns in the card opening live broadcast room. “Now it’s okay to play in the pit to do live broadcasts, but it’s too difficult to make money.”
Usually due to the risk of inventory backlog, small live broadcast rooms do not have sufficient funds to invest and operate, and finally cannot bear to fall. Although many large live broadcast rooms can be transferred from dealers (meaning that the same price is exchanged for other IPs), these live broadcast rooms are usually difficult to sustain due to a series of cost pressures such as rent, labor, logistics, and deductions.
The model comparable to that of an entertainment anchor, how long can it be popular?
The risk of addiction, overconsumption and suspected gambling has also begun to cause heated discussions on the Internet.
Jiang Xin, the person in charge of the operation of the card dismantling live broadcast room, introduced to Tech Planet that unlike the anchors who sell goods, the addictive live broadcast of card dismantling is more like an entertainment anchor. Entertainment anchors provide certain emotional value to monetize gifts and rewards, while card splitting anchors keep providing emotional value to guide users to continue to place cards.
In order to retain the “customers” who have been placing orders in the live broadcast room, some anchors will pay out of their own pockets to mail some specialties every month to maintain the relationship, and what they are most worried about is that “these customers will not come anymore”.
A newcomer card dismantling anchor told Tech Planet that before starting the live broadcast, she went to the live broadcast room of a large number of entertainment anchors to learn how to liven up the atmosphere and avoid the cold scene. According to her, the live broadcast room is not just for users who simply want to collect cards, some people place orders to gamble on a rare card at a low cost, and then resell it to make money, and some people come to experience the uncertainty and excitement in the process of card dismantling.
One of her most impressive live broadcasts was that the high-level card had been drawn at that time, and when she wanted to open a new box to give to the user who was placing an order, the other party refused in the comment area, saying that she was just in a bad mood to come and play, and ordered thousands of yuan before and after to let her keep unpacking the card package.
In addition, the instability of the live broadcast of card dismantling is also reflected in the fact that the popularity of no IP can continue forever, Jiang Xin told Tech Planet that the popularity of Pony Pony has declined sharply this year, and the popularity of Nezha is almost over. Although many IPs continue to break the circle, the audience is limited after all, and faster delivery speed means that there is a chance.
A person in charge of a company that switched from clothing live broadcast to card dismantling live broadcast this year told Tech Planet that after coming in, it was found that it was not the outlet of imagination, “When the new product began to be launched, we had not received the goods, and other live broadcast rooms had already been sold and must be successful, even if everyone could get the goods in advance, but there were always live broadcast rooms that were not punctual, broadcast in advance, and rushed too much.” ”
When sellers do not have a unified circle guidelines that can be followed, and there are constantly behaviors that disrupt the market, many anchors like Zhang Yue choose to escape from the card dismantling live broadcast room, “Even if many card dismantling live broadcast rooms can live, it is good to earn 5,000 yuan a month.” ”
