2025年谷子经济行业专题报告：“谷子经济”崛起，IP为核，破圈新消费（附下载）

Core Concept - The "Guzi Economy" is emerging as a new consumption engine driven by the preferences of Generation Z, focusing on the consumption culture and economic model surrounding secondary IP-related products [2][3] Market Scale - The Guzi Economy is experiencing rapid growth, with the market size for secondary derivative products expected to reach 1.689 billion yuan in 2024, a 40.6% increase from 2023, and projected to exceed 3 billion yuan by 2029 [3] - The number of Guzi-related products sold online is expected to reach 17 million units in 2024, a nearly fivefold increase year-on-year [3] Product Demographics - The Guzi product categories are diverse, with badges being the most popular, accounting for approximately 40% of the market, followed by card products at 30-40% [4] - The consumer base is predominantly female (61.39%), with a significant portion of consumers aged 18-25, indicating a trend towards younger demographics [4] Driving Factors - The Guzi Economy benefits from the "lipstick effect" and "Disney effect," where low-cost, high-emotional-value products attract consumers [5] - The rise of domestic IP and the maturity of supply chains are crucial for the growth of the Guzi Economy, with local IPs increasingly surpassing Japanese counterparts [6] - The integration of online and offline sales channels is a significant factor in driving traffic and sales growth [5][6] Industry Chain - The Guzi Economy's industry chain is centered around IP development and operation, with domestic IPs gaining prominence [6][7] - The sales channels are diversified, including online platforms, social media, and offline stores, with over 3,239 Guzi stores across at least 39 cities in China [8] Competitive Landscape - The global Guzi Economy is thriving, with Japan leading the industry, but Chinese domestic IPs are increasingly competing and differentiating themselves in the international market [10]