芒种播种忙 “谷子”正飘香！千亿“谷子经济”爆火

Group 1 - The "谷子经济" (Guzi Economy) is emerging as a significant market, with a projected scale of 1,689 billion yuan in 2024, representing a 40.63% increase from 2023, and expected to exceed 3,000 billion yuan by 2029 [3][4] - The consumer base for the Guzi Economy is predominantly located in first-tier cities, with 57.62% of consumers earning over 10,000 yuan monthly, indicating a strong purchasing power [8] - The popularity of domestic IPs is rising, with over half of the top 20 selling IPs on platforms like Xianyu being Chinese, showcasing a shift towards local content [3][4] Group 2 - Young consumers engage in the Guzi Economy not only through purchasing but also by showcasing their collections, which serves as a social signal to connect with like-minded individuals [9][12] - The Guzi Economy is evolving from mere product transactions to a comprehensive entertainment experience centered around emotional connections with IPs [12] - The Guzi Economy is expanding into various sectors, including culture, commerce, and tourism, with over 3,239 dedicated Guzi stores across at least 39 cities in China [13][16] Group 3 - The success of the Guzi Economy is reflected in the financial performance of companies like Pop Mart, which reported a revenue of 13.04 billion yuan in 2024, a 106.9% year-on-year increase [13][16] - New cultural experiences such as themed restaurants, virtual concerts, and IP collaborations in tourist attractions are being developed, illustrating the broad impact of the Guzi Economy [16] - The Guzi Economy is not only revitalizing traditional retail spaces but also creating new consumer engagement opportunities through events and pop-up activities [16]