Study on the Operation Problems of Konami's Yu-Gi-Oh TCG in the Chinese Market

The market prospect for trading cards game in Japan and China is very positive. With the increasing popularity of the official Yu-Gi-Oh competitions in China and the excellent performance of Chinese competitors, Konami has gradually begun to pay attention to the Chinese market. Yu-Gi-Oh trading cards have certain commercial sales modes in China. The most important means of sales is offline store sales. And other ways are online sales, which are usually combined with offline store sales. There are also transactions with each others, but this approach carries some risks. Also, Yu-Gi-Oh has some potential challenges, the most threatening is compete with other types of trading cards, like Magic the Gathering. Yu-Gi-Oh faces some difficulties in China. Specifically, the simplified Chinese version of Yu-Gi-Oh Cards is slow to update, the market price is not stable and there is a lack of specialized stores. This paper would analyse the situation of Yu-Gi-Oh by analyzing the causes of these plights and then giving suggestions according to the situation.