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专题:卡游赴港IPO:曾侵权“奥特曼”败诉2024年营收过百亿

  泛娱乐产品行业龙头已重启赴港上市的步伐,成为资本市场的关注焦点。

  4月14日晚间,卡游有限公司(以下简称“卡游”)再次向港交所递表,寻求在香港上市。据了解,该公司是中国领先的泛娱乐产品公司之一,玩具,尤其是集换式卡牌,是其核心产品。招股书显示,2022年-2024年,公司分别实现营业收入41.31亿元、26.62亿元、100.57亿元;经调整净利润(非国际财务报告准则计量)16.20亿元、9.34亿元、44.66亿元。

  2024营收超百亿元

  奥特曼卡牌、小马宝莉卡牌是多数人对卡游的第一印象。随着奥特曼与小马宝莉卡牌的流行,卡游逐渐走进大众视野。而今年,哪吒卡牌成了卡游的爆款产品,卡游稳坐国内集换式卡牌领域的“一哥”地位。

  近年来,随着消费者需求不断增长,中国的泛娱乐产品行业快速增长。中国泛娱乐产品行业的商品交易总额由2019年的919亿元增加至2024年的1741亿元,复合年增长率为13.6%,预计到2029年将达到3358亿元。根据灼识咨询,按2024年商品交易总额计,卡游在泛娱乐产品行业及泛娱乐玩具行业中排名第一,市场份额分别为13.3%和21.5%。

  与行业同频共振之下,卡游盈利能力持续增强。招股书披露,2022年和2023年,卡游的收入分别为41.31亿元和26.62亿元,但得益于公司在核心产品集换式卡牌上的持续创新与多元化产品组合的深度拓展,公司于2024年收入突破百亿大关,达到100.57亿元。经调整净利润(非国际财务报告准则计量)由2023年的9.34亿元大幅增加至2024年的44.66亿元。

  卡游是中国集换式卡牌业务的先行者,在泛娱乐玩具行业集换式卡牌领域中排名第一,市场份额为71.1%(据灼识咨询统计)。据招股书介绍,公司核心业务集换式卡牌持续领跑市场,2022-2024年公司分别推出168、167、210个系列,对收入贡献超80%。此外,公司还实现了多个业务条线的爆发性增长,人偶业务在两年内从7个大增至24个系列,2024年收入突破3.2亿元;2024年其他玩具品类以129个新系列实现收入10.2亿元。值得关注的是,作为中国泛娱乐产品行业中增长最快的细分品类(据灼识咨询),文具行业也成为卡游迅速发力的领域。2024年卡游推出的58个文具新系列创收5.1亿元,近三年收入年均复合增长率395%,公司在泛娱乐文具行业中排名第一,市场份额为24.3%。

  爆火的哪吒,卡游打出IP赋能和文化出海两张王牌

  今年年初,《哪吒之魔童闹海》问鼎全球动画电影票房冠军,实现了中国电影史的历史性突破,成为现象级的存在。大众对IP的热切追捧,也投射到了收藏卡牌、手办、盲盒等衍生品上。以电影与卡游联名的收藏卡牌为例,该产品线上销量全网第一,部分产品一度断货。哪吒卡牌的爆火,接棒国漫IP的热度,让IP的“长尾效应”为产业链注入活力,还让卡牌这个文化属性与潮流兼备的娱乐消费品形态得到了市场的肯定。

  偶然的背后总有必然。卡游在哪吒IP上押对宝,是其多年深耕集换式卡牌领域的成果。

  在卡游现有的IP矩阵中,“奥特曼”是卡游引入较早,也是颇为成功的产品之一。除“奥特曼”之外,卡游在不断丰富产品的IP矩阵。招股书显示,目前卡游拥有70个IP,包括奥特曼、小马宝莉、叶罗丽、卡游三国、斗罗大陆动画、蛋仔派对、火影忍者、名侦探柯南及哈利波特等知名IP。

  值得关注的是,卡游对授权的IP并非简单的授权和生产,而是通过与IP的所有者达成深度合作,通过运营对IP进行反哺和赋能。小马宝莉的“出圈”正是卡游运营能力的佐证。《小马宝莉》原是一部受儿童喜爱的动画片,2020年,卡游取得《小马宝莉》的IP所有者——美国玩具商孩之宝的中国授权后,将该IP运用在集换式卡牌上,丰富的卡牌类型为玩家提供了收藏和社交价值,小马宝莉在更大受众范围内声名鹊起,实现了真正的“出圈”。

  事实上,中国卡牌已经吸引了国际“牌友”们的广泛关注。以小马宝莉卡牌为例,许多国外的卡牌爱好者只能通过高价代购拥有该卡牌。卡游也从中看到了卡牌“出海”的机会。2024年10月,卡游正式宣布与孩之宝达成深度合作,取得小马宝莉系列的全球授权,小马宝莉英文版、日文版卡牌产品将在日本、韩国和东南亚地区国家发售。

  卡牌不仅是一种游戏或收藏品,更是文化的载体。在2024法国巴黎国际博览会上,《卡游三国》等四大名著系列国潮卡牌就受到不少外国收藏者的青睐;巴黎奥运会期间,卡游在国家体育总局指导下设计研发的中国首套体育文化卡牌在巴黎亮相;此外,首个原创国漫IP《英雄对决·破空》也正在日本连载。

  随着卡牌出海,卡游不仅将更多的优质卡牌带给了全球消费者,也让世界看到了中国制造的实力。

  “谷子经济”概念获政策及市场肯定

  卡游冲刺港股IPO与“谷子经济”崛起息息相关。据了解,“谷子”来自二次元文化,是基于‌漫画、‌动画、‌游戏、‌偶像、‌特摄等内容IP(知识产权)而衍生出来的周边商品,谐音英文单词“Goods”(商品),‌包括徽章、‌海报、卡片、‌挂件、立牌、手办、娃娃等。

  近年来,年轻消费群体崛起,90后、00后对二次元文化的热爱和消费意愿显著增加,带动了“谷子经济”的走红。知名IP的影响力不断扩大,通过跨界合作和多元化产品开发,吸引了大量粉丝。

  在国家大力倡导提振消费的宏观背景下,中共中央办公厅、国务院办公厅印发的《提振消费专项行动方案》更是明确指出,要强化消费品牌引领,将中华优秀传统文化深度融入产品设计,积极扶持原创知识产权(IP)品牌,大力促进动漫、游戏、电竞及其周边衍生品等领域的消费,全力开拓国货“潮品”在国内外的增量市场。

  中信证券指出,当下中国精神消费已有经济、人口等方面的发展基础,供给端具备丰富的优质IP和人才储备,需求端国民文化自信、受众群体渗透和相关消费支出均有望提升,IP衍生市场规模有望超5000亿元,建议关注以“谷子”经济为代表的IP衍生消费、国风国潮两条主线。

  除了在消费端持续走高,“谷子经济”概念还受到资本市场的积极回应。近日,被誉为“中国版乐高”的拼搭角色类玩具企业布鲁可在香港上市,上市首日以109.6港元/股开盘,较发售价60.35港元暴涨超80%,市值一度突破260亿港元。泡泡玛特在近日更是经历了新一轮股价暴涨。其股价的飙升背后,一方面得益于利润增长,另一方面则是资本市场对“谷子经济”概念的热烈追捧。

  在当下的市场环境下,卡游作为“谷子经济”领域的重要一员,其递表冲刺港股IPO无疑也受到了广泛关注。似乎比以往都更有理由期待,在政策及市场对“谷子经济”的持续热捧下,卡游的递表将有望赢得市场的又一次热切回应,进一步推动其在国内外市场的持续发展。让我们拭目以待,期待卡游在资本市场的精彩表现。

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