国盛证券：2024年市场规模增速达30% Z世代情绪消费催生谷子经济新蓝海

Core Viewpoint - The millet market is experiencing rapid growth driven by the popularity of ACG (Anime, Comic, and Games) culture and the expansion of its consumer base, with a projected growth rate of 30% year-on-year in 2024 [1] Industry Characteristics - The rapid rise of the millet economy is attributed to the matching of supply and demand, with the female Gen Z being the main consumer group, driven by emotional consumption needs and the rise of quality IPs [1] - The growth is supported by the emergence of quality supply, including the rise of domestic animation IPs and the concentration of millet stores in the market [1] Business Model - The millet economy's value chain is structured into three main segments: upstream IP and raw material supply, midstream product development, and downstream diversified sales [2] - Upstream, IP development is the "heart" of the millet economy, with strong bargaining power and short authorization periods [2] - Midstream participants are numerous but concentrated in specific segments, while downstream sales channels include online, offline, and second-hand markets, with a focus on core business districts [2] - The overall markup in the millet economy's value chain is high, with substantial profit margins across all segments [2] Future Development - The macroeconomic environment and supply-demand alignment are expected to drive significant growth in the millet economy, similar to trends observed in the Japanese market [3] - The current economic foundation and demographic structure in China provide fertile ground for the development of the millet economy, with increasing IP supply and expanding audience demographics [3] - There remains considerable potential for per capita consumption growth compared to developed countries [3]