从情绪消费到价值共创 推动“谷子经济”可持续发展

Group 1 - The "Guzi Economy" is transforming from mere emotional consumption to deeper value co-creation, connecting young consumers' emotional needs with cultural industry economic benefits [1] - Successful IPs like "The King's Avatar 2" have not only achieved box office and critical success but also stimulated fan enthusiasm for peripheral products such as figurines and blind boxes, showcasing strong cultural identity and consumption motivation [1] - Beijing's recent action plan supports the development of the "Guzi Economy," encouraging quality animation creation and the establishment of hubs for the second dimension and new generation trendy toys, while also supporting domestic brands' overseas expansion [1] Group 2 - Innovations in the "Guzi Economy" include the rise of "pain gold" phenomena, where traditional fast-moving consumer goods are upgraded to cultural assets with both emotional and investment value [2] - The emergence of virtual idols and digital IPs is expanding the "Guzi Economy," as these virtual IPs have strong cross-media capabilities, long lifecycles, and high fan loyalty, allowing for deep integration of physical and virtual products [2] - The business model is shifting from a single "IP licensing + derivative product sales" approach to "user co-creation + scene embedding," enhancing user engagement and loyalty through participatory design and experiential activities [2] Group 3 - To address challenges, businesses need to diversify content by introducing more niche and potential second-dimensional IPs, enhancing community engagement through offline activities like themed events and IP experience exhibitions [3] - For sustainable development, the "Guzi Economy" must continuously innovate in content and operational models, balancing copyright protection with market vitality, and ensuring the collaborative development of gold jewelry, trendy toys, digital collectibles, and offline experiences [3] - The new gameplay of the "Guzi Economy" is reshaping the cultural consumption ecosystem, and addressing key issues such as copyright, content, operations, and user experience is essential to unlock its long-term potential and promote a healthy, innovative, and prosperous industry [3]