情绪消费成品牌增长核心动力！叠纸心意等4家“谷子店”跻身中外大牌

Core Insights - Emotional consumption is experiencing significant growth, with new brands like "谷子经济" leading the way in capturing the youth market [1][4] - The "China Online Consumption Brand Index" (CBI) and "Global Brand China Online 500" (CBI500) highlight the performance of brands based on real consumer data, focusing on high-quality development [1][2] Brand Performance - Four brands, namely 叠纸心意, 米哈游, 光与夜之恋, and 卡游, have emerged as strong representatives of emotional consumption among young consumers, characterized by low average transaction prices and rapid product updates [2][4] - 卡游 has a customer price index of 1.34, below 85% of brands on the list, yet its transaction amount growth index is 0.56, surpassing well-known international brands like LEGO [2] Youth Engagement - The four brands show exceptional performance in the 18-24 age group, with transaction growth rates exceeding those of established toy brands like 万代 and 迪士尼 [2] - 光与夜之恋's transaction amount growth index can reach over four times that of other brands, indicating strong market traction among younger consumers [2] Market Trends - During last year's Double 11 shopping festival, 米哈游 and 叠纸心意 both surpassed 100 million RMB in sales, marking their entry into the "billion club" [3] - The total transaction volume for derivative products on the Taobao platform exceeded 10 billion RMB, with over 30% of transactions coming from consumers aged 18-24 [3] Industry Implications - The success of these domestic IP brands serves as a strong reference for similar brands, demonstrating the potential of original IP content to disrupt the dominance of foreign IPs [4] - The rise of emotional consumption is becoming a core driver of growth for many brands, indicating a shift from manufacturing to creative development in the Chinese toy market [4]