“谷子”背后的消费牵引力

Core Insights - The "Guzi" economy, driven by anime IPs, is reshaping offline consumption ecosystems, attracting young consumers and revitalizing commercial areas [1][2][3] - By 2029, the market size of China's "Guzi economy" is expected to exceed 300 billion yuan, becoming a new driver for regional consumption and urban renewal [1][2] - The appeal of "Guzi" products lies not in their functional attributes but in their emotional and cultural significance, resonating with the Z generation's desire for identity and community [2][3] Industry Trends - Recent consumer events have highlighted the growing trend of "Guzi" activities, with significant sales figures reported, such as over 300 million yuan in sales of related products from the animated film "Nezha 2" within a month [2] - Major cities are witnessing a surge in "Guzi" pop-up events and stores, with long queues and rapid sell-outs becoming commonplace [2][3] - The high engagement of cultural consumption is transforming the operational logic of offline shopping districts, with increased foot traffic reported in locations featuring "Guzi" stores [2][3] Market Dynamics - The "Guzi economy" is expanding into lower-tier cities, with events like anime conventions stimulating local consumption [3] - Brands are leveraging limited releases and collaborations to create a sense of novelty, enhancing customer engagement and extending their stay in stores [3] - Local governments are increasingly linking cultural resources with IPs to achieve dual goals of cultural revitalization and consumption transformation [3] Challenges and Future Directions - Some "Guzi" stores face challenges due to over-reliance on single IPs and lack of content updates, leading to a decline in foot traffic post-peak [4] - Issues such as scalping and counterfeit products are undermining consumer trust, indicating a need for sustainable development in the "Guzi economy" [4] - To unlock the long-term value of the "Guzi economy," there is a need for cities and businesses to shift from merely chasing trends to building platforms that enhance local cultural identity and provide immersive consumer experiences [4]