年轻人情绪消费强势崛起 “谷子店”国产IP释放市场增长动能丨新消费观察

Core Insights - Emotional consumption is emerging as a core growth driver for many brands, with a focus on younger consumers [1] - The "China Online Consumption Brand Index" (CBI) and the "Global Brand China Online 500 Strong List" (CBI500) highlight the rise of new brands that resonate with youth [1][3] Brand Performance - The CBI500 list features brands like Diao Zhi Xin Yi, MiHoYo, Light and Night of Love, and Card Game, which are recognized for their strong emotional appeal and connection with young consumers [1][3] - These brands have low average transaction prices, rapid product launches, and are centered around IP content, fostering high customer loyalty and repeat purchases [3] Market Trends - The introduction of the "newness" metric in the CBI500 evaluation emphasizes sales growth speed, particularly among young consumers, and innovation in products [2] - During the 618 shopping festival, over 2,000 IPs are expected to launch more than 200,000 new products on platforms like Taobao, indicating a significant trend in the toy and collectible market [3] Industry Implications - The success of domestic IP brands like MiHoYo and Diao Zhi Xin Yi demonstrates the potential to break the dominance of foreign IPs in the market [4] - The rise of these brands signifies a shift in the Chinese toy industry from manufacturing to creative development, highlighting the commercial potential of local cultural content and derivative products [4]