Recently, a product called card blind box has appeared on the market, which is sold disorderly among minors. This kind of blind box can easily cost tens or even thousands of yuan, and can even be speculated to a sky-high price of 210,000 yuan. The gameplay is also complicated. A card-removing live broadcast room full of "gambling" was derived.
Children are addicted to it, and parents are very distressed. What is the magic of cards? Who is speculating on the sky-high price cards? The main station's "Financial Investigation" exposed →
Primary school students are addicted to card drawing and can't stop themselves
What is the magic power of cards?
Most of the customers in card game chain stores are children, and they almost all come for the blind box of "My Little Pony" cards. This is a card blind box product based on the image in the "My Little Pony" cartoon.
Card Game Company has designed ordinary card slots, medium card slots and high card slots in each blind box series product. The higher the card position, the rarer it is and the smaller the probability of drawing it out. Only by opening the package after purchase can you know which cards you have purchased.
Reporters found that children were only interested in the rare card slots and threw away the other medium and common card slots. In order to save up these rare cards, children spend almost crazy money to draw cards, which makes parents even more miserable.
The children were addicted to drawing cards. Sometimes they were in high spirits, sometimes beating their chests, and the more they drew, the crazier they became... During the process of drawing cards, the elementary school students who were not experienced in the world also frequently broke out "rave sentences", which aroused the concern of reporters.
Children’s childish words make adults feel both funny and helpless. During the card drawing process, the children even discovered so-called "new business opportunities." In order to get the cards they wanted, the children traded with each other. Some did it in the public area of the card game store, and some set up their own stalls. , they sell duplicate or disliked cards, and the money earned can be used to buy new cards. Of course, the rarer the cards, the more expensive they are. This has long been a consensus among children, and each card has become a commodity with actual value circulating among children.
According to the relevant provisions of the "Guidelines for Standards of Conduct for Blind Box Operations" of the State Administration for Market Regulation, minors are not allowed to purchase this type of blind box of cards alone. However, as the producer of the "My Little Pony" blind box of cards, Zhejiang Kayou Technology Co., Ltd. did not comply with relevant regulations in actual operation and management.
In addition to offline Kayou stores, children can also place orders at will with their own minor accounts on Kayou apps and mini programs.
Internet public information shows that in the first three quarters of 2023, trading cards, the core product of card games, had sales revenue of 1.675 billion yuan, accounting for 85.8% of the total revenue of card games companies. The reporter further investigated and found that the card game company has developed dealers in various places. Stationery stores, small shops, etc. have blind boxes of "My Little Pony" cards for sale. It has long been a habit for children to randomly draw cards on the way to and from school.
Reporters visited toy wholesale markets in many places and found that almost every stall was selling blind boxes of "My Little Pony" cards, and the market was very popular. When reporters pointed out the reminder on the back of the card packaging box that minors are prohibited from purchasing alone, wholesale store owners didn't take it seriously.
The sky-high price of cards has been speculated to 210,000 yuan.
The industrial chain surrounds underage consumers.
Reporters found that in order to make the cards more valuable, or even to allow the cards to be traded again, many consumers will take away the purchased cards. Go to a card rating agency for grading. The card rating agency will evaluate the score based on the appearance of the card surface. A card rating agency in Chongqing can rate hundreds of thousands of cards in a week, with "My Little Pony" cards accounting for the majority.
With the so-called ratings, the value of these cards began to soar.. Depending on the ratings given by the so-called rating agencies, the prices of the cards can increase several times or even dozens of times in subsequent transactions. The organization’s customer service said that the cards they graded sold for a maximum of 210,000 yuan.
With the help of rating agencies, some physical stores also provide recycling and consignment services for "My Little Pony" high-slot cards in order to get a piece of the pie. Taking a 9.5-point rare card in his hand as an example,
reporter asked the owner of a consignment card shop how big the difference was between the graded and ungraded prices. The boss gave a price difference of 100 yuan.
reporter found a store in Shanghai that specializes in selling "My Little Pony" high-slot cards. Two walls of the store are filled with "My Little Pony" cards. The prices of the cards range from a few dozen yuan to tens of thousands of yuan. . The reporter asked if he would accept the card, and the boss said: Yes, and he was very urgent.
Industry insiders told reporters that in this blind box trading game of cards, card game company sells blind boxes of cards, rating agencies charge for card identification and rating, pushing up card prices, and second-hand merchants recycle rare cards and sell them again. Every step of the process makes a lot of money, but only the children are addicted to removing cards and buying cards, and they can't extricate themselves.
New gameplay in the card-removing live broadcast room has upgraded gambling
There is no obstacle for minors to place orders
Some children told reporters that their most popular way of playing now is in the card-removing live broadcast room of the short video platform, where the gameplay is the most exciting. One of the more common ways to play in the
card-removing live broadcast room is called "Jenga". The rule is that consumers buy blind box card packs, and the anchors remove them on their behalf. If the SSR in the middle card slot is removed, another pack will be opened for free, and the middle card slot will be opened for free. ur will open two more packs for free. The free card packs in the second round will be superimposed and given out new card packs according to the same rules. The more stacks there are, the greater the possibility of drawing the highest card slot CR.
In addition to Jenga, counting ponies is also a game with simple rules but full of excitement. Consumers purchase blind box card packs, and the anchors dismantle them on their behalf, and then count the number of cartoon ponies on all the cards. Different numbers correspond to different rewards.
The whole process is based on small and large cards, and it has become a lottery-like tool. With the support of various gameplay methods, the live broadcast room for card removal has become very lively. Under the dual stimulation of removing cards and redeeming prizes, consumers continue to place orders to buy blind boxes of cards. The more they play, the more addictive they become. Some players even play in the online live broadcast room. Buy directly by the case.
Almost all live broadcast pages will clearly indicate "Minors are not allowed to place orders" in a prominent position. The anchor will also emphasize many times during the live broadcast that minors are not allowed to place orders. However, throughout the entire live broadcast, the anchor never verified whether the consumer who placed the order was a minor.
The reporter clicked the link to enter the live broadcast room to place an order. On the payment page, the option "I am of age and agree to dismantle" has been checked by default for the reporter. does not require any operation, and you can directly pay and place the order for . There is also no Verify the true age of the person placing the order.
In fact, it is not difficult to find from the comments on the public screen of the live broadcast room that many viewers in the live broadcast room are minors.
The children were doing homework, chatting, and placing orders to buy card blind box in such a "gambling" live broadcast room. The anchor would join them from time to time and laugh and respond, "Minors are prohibited from purchasing in the live broadcast room." "The slogan is in vain.
Some children who have bought blind boxes of cards in the live broadcast room also said that prohibiting minors from placing orders in the live broadcast room is just a pretense. They have never encountered any obstacles when placing orders .
Source: CCTV News
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