“谷子经济”破局传统消费

Core Viewpoint - The "Guzi Economy," represented by the popularity of the animated film "Wang Wang Mountain Little Monsters," is reshaping the consumer market by driving demand for related merchandise and creating a vibrant market for collectibles and emotional consumption experiences [1][3][7]. Group 1: Market Dynamics - The "Guzi Economy" is projected to reach a market size of 168.9 billion yuan in 2024, with a year-on-year growth of 41%, and is expected to surpass 200 billion yuan in 2025 [3][7]. - The primary consumer demographic for the "Guzi Economy" is Generation Z, particularly those born after 2005, who are driving the rapid growth of this market [2][3]. Group 2: Impact on Traditional Retail - The influx of the "Guzi Economy" is revitalizing traditional shopping malls, which are facing challenges from e-commerce and homogenization of retail experiences [4][5]. - By integrating "Guzi Economy" elements, traditional malls are enhancing customer engagement and increasing foot traffic, particularly among younger consumers [5][6]. Group 3: IP Development and Challenges - Despite the promising outlook, the "Guzi Economy" faces challenges such as insufficient IP development and a lack of leading works, which limits the market's potential [7][9]. - The industry is still in its early stages, with a need for improved collaboration across the IP development, licensing, and sales processes [9]. Group 4: Future Prospects - Companies are actively pursuing comprehensive IP strategies to create a complete industrial chain, from IP resource development to the production and sale of related merchandise [8][9]. - The rise of the "Guzi Economy" is expected to contribute significantly to China's cultural industry, both domestically and internationally, as policies encourage the growth of this sector [9][10].