JBH covers the physical packaging, authentication, and grading of derivative products from anime, including cards, trendy toys, figurines, blind boxes, badges, and more. It upgrades unique IPs into social-artistic collectibles. At the second CTS×ADTS Beijing Trendy Toy Exhibition, Suan Chang and model toy enthusiasts had an exclusive interview with Mr. Shen Hang, the founder of JBH. Let’s listen to him share the story of Chinese cards.
Card Grading Standards
For card grading, there are four main aspects: edges, corners, surface, and centering of the main image within the border. The highest score is ten, and the lowest is one, with increments of 0.5 for each dimension. The three aspects of edges, corners, and surface mainly assess whether there are folds, white spots, or stains. The surface is checked for dirt or smudges. Centration is mainly about the proportion of the main image to the border—whether the main image is centered in the frame. If it is perfectly centered, it scores 10. Then, the four individual scores are averaged to get the final score. If all four aspects score ten, the card is considered perfect and holds the highest value.
How is JBH fee structure set?
Card grading has been popular internationally for about 10 to 20 years, following a common set of rules. The rules involve charging based on value brackets. For example, a card worth between 0 to 1000 yuan is charged at one price, a card worth between 1000 to 5000 yuan is charged at another price, and cards worth over 5000 yuan have their own pricing. For instance, a card valued at 1000 yuan might be charged 50 yuan for grading, while a card worth 1000 to 5000 yuan might be charged 100 yuan. In China, since card grading is still in its early stages, we are in the popularization phase, so JBH has standardized the fee structure to make it easier for everyone to understand. Currently, the standard charge is 15 yuan per single card. For a “dual card” (which is a unique concept in the international market), like a pair of characters from an anime series, the charge is 30 yuan. This makes it easier for collectors to understand card grading.
Target User Group
In a nutshell, card grading targets a young audience. In slang, people who collect trendy toys are called “glue guys,” while those into cards are known as “card guys,” and some “otaku” (anime fans) enjoy collecting cards. Our main target groups are these communities, but there are also many investors who focus on high-value cards like Pokémon or sports star cards, making the audience diverse. It includes investors, otaku, and hardcore card enthusiasts.
Is card grading encouraging market speculation?
This is a side topic, but like trendy toys and other collectibles, if they don’t have certain economic value, their popularity will be slow. It’s a double-edged sword. We focus on the cultural aspect, ensuring it has a healthy concept, and I believe moderate investment returns are beneficial for the market. This includes the grading, issuing, and the entire industry chain.
What about the design of card grading labels? Is it better if they are more eye-catching?
There are two main points to consider with the labels. First, we focus on anti-counterfeiting, as many cards, especially high-value ones like sports star cards, can be worth tens of thousands or more. Graded cards are not just in cases; we also add labels with anti-counterfeiting features. For example, our label has a special “shattered ice” effect, which is a security feature. The laser feature is another anti-counterfeiting element, which is applied to the PC material (the outer shell of the card). Additionally, the QR code is dynamic, with four colors that change randomly, adding further layers of security. I think the label’s primary purpose is anti-counterfeiting. The second function is individuality, which is something international grading systems lack. Our label merges with the design of the card, enhancing both its visual appeal and collectability.
Message to Fans
Card grading is a new concept. It’s not just about overseas grading systems; the entire industry chain, from card IP creation to production processes, is still learning. We are introducing good international practices while focusing on developing Chinese IPs, Chinese card production techniques, and a domestic grading system. The most important thing is to tell a good Chinese card story and contribute to the broader Chinese story. We are part of that narrative.
