消费者多了！“谷子经济”带动新蓝海

Core Insights - The "Guzi" economy is experiencing significant growth, driven by increased consumer engagement during the recent holidays, with sales and foot traffic showing notable improvements compared to previous years [1][6] - The rise of diverse purchasing channels, including live streaming, micro-business sales, and online second-hand platforms, is reshaping consumer behavior in the "Guzi" market [2][5] - The "Ichiban Kuji" lottery model, originating from Japan, is becoming a key driver of "Guzi" consumption, enhancing consumer participation and excitement [2][5] Consumer Behavior - Consumers are increasingly participating in lottery-style purchases, with prices for each draw ranging from 35 to 88 yuan, leading to higher spending as they aim for rare items [2][5] - The offline sales landscape is shifting towards lottery-based models, with "Ichiban Kuji" shops accounting for 70% of the anime city, indicating a transformation in traditional retail [5][6] Market Performance - The "Guzi" economy has attracted attention in capital markets, with related companies in IP operation and trendy toy production showing strong performance in both A-share and Hong Kong markets [6][7] - The "Guzi Economy Concept Index" has risen by 22.51% year-to-date, with notable stock performances including Giant Network up 260.84% and Pop Mart up 185.39% [6][7] Industry Trends - The growth of the "Guzi" economy is revitalizing offline consumption, with physical stores and urban landmarks contributing to economic recovery [6][7] - The market for "Guzi" products is expanding, with a shift from imported to localized offerings, driven by the success of domestic IPs like "Black Myth: Wukong" and "Genshin Impact" [6][7] Future Outlook - Analysts suggest that the "Guzi" economy will continue to grow, with significant potential in both domestic and overseas markets [6][7] - The industry is evolving along the lines of IP incubation, full-chain operation, and integration of online and offline channels, emphasizing the importance of IP value extraction and refined operational capabilities [7][8]