卖徽章、立牌、开设IP主题餐厅……“谷子经济”激发消费新场景

Core Insights - The emerging "Guzi Economy" revolves around the consumption culture and economic model formed around merchandise related to manga, anime, and gaming IPs, with products typically priced between 15 to 50 yuan [1] - The "Guzi" term is derived from the English word "Goods," and the act of purchasing these items is referred to as "eating Guzi" [1] Group 1: Market Dynamics - The introduction of new two-dimensional business formats is revitalizing traditional commercial areas, such as the newly opened card game store on Nanjing Road, which attracts many anime enthusiasts [2] - The "Guzi Economy" is reshaping Shanghai's consumption landscape and becoming a new driving force for urban commerce, supported by policy guidance and regulation [4] Group 2: Consumer Engagement - Diverse consumption scenarios are activating new commercial momentum, with a notable increase in foot traffic and sales in transformed two-dimensional theme malls, which have seen total sales exceed 700 million yuan and daily foot traffic peak at over 90,000 [4] - The transformation of a traditional department store into a two-dimensional theme mall resulted in a 60% increase in foot traffic and a 130% year-on-year sales growth in the renovated area from January to March [4] Group 3: Community and Family Involvement - The "Guzi culture" appeals to a wide age range, with families, including grandparents, engaging in the experience, highlighting the intergenerational connection fostered by this new consumption trend [3] - The introduction of IP-themed restaurants and dedicated spaces for anime fans enhances the overall experience, catering to the interests of diverse consumer groups [4]