Core Insights - The rise of "pain culture" has transformed small accessories into significant "social currency" among young consumers, influencing the sports consumption ecosystem [1][2][3] - The market for "guzi economy" in China is projected to reach 168.9 billion yuan in 2024 and exceed 300 billion yuan by 2029, driven by a complete industrial chain [2][3] - Emotional value has become a key differentiator for brands, allowing young consumers to express themselves at a low cost through customizable accessories [2][3][12] Market Dynamics - The "pain culture" originated from Japanese subculture and has evolved into a mainstream consumer trend, particularly among Generation Z [3][16] - The market for accessories related to "pain shoes" and "pain bags" has expanded significantly, with notable growth in sales for various shoe types beyond just Crocs [2][11] - The industry is characterized by low prices, low decision-making barriers, and low return rates, contributing to its sustained growth [2][12] Consumer Behavior - Young consumers view these accessories not just as decorations but as emotional companions and identity markers, enhancing their personal style [1][16] - The majority of consumers in this market are post-95s, who are driving the demand for personalized and emotionally resonant products [16][24] - The influence of sports-themed anime has led to increased interest in related sports activities, further integrating "pain culture" into everyday life [16][24] Industry Trends - Major sports brands are actively entering the personalized accessory market, with products designed to cater to the emotional consumption trends of younger consumers [5][6][24] - The modular design of accessories allows for versatile use across different products, enhancing market potential and consumer engagement [3][14] - The competitive landscape is shifting, with traditional sports brands facing challenges in adapting to the unique demands of the "pain culture" market [23][24] Supply Chain and Production - The industry relies on a complete supply chain from manufacturing to retail, with significant growth in demand for accessories tailored to sports shoes and outdoor bags [11][21] - Production efficiency is critical, with rapid prototyping and short development cycles becoming essential to meet market demands [11][12] - The market is experiencing a price war, leading to shrinking profit margins, despite increasing sales volumes [12][24]
运动品牌抢滩“痛”赛道，1块5的成本如何烧出千亿身份生意？
3 6 Ke·2025-09-24 00:05