“十一”假期“谷子经济”备受青睐 撬动年轻消费市场

Core Insights - The "Guzi economy" has emerged as a new consumption hotspot, particularly among young consumers during the recent "National Day" holiday, with significant foot traffic in stores selling related merchandise [1][2] - The market for "Guzi" products, which include various IP-derived goods, is projected to reach a scale of 168.9 billion yuan in 2024 and exceed 300 billion yuan by 2029 [2] Group 1: Market Trends - The "Guzi economy" is primarily driven by consumers aged 15 to 25, including students and young professionals, who are increasingly engaging in emotional consumption experiences [1][2] - The rise of domestic animation and IPs, such as "Nezha," has led to a growing share of sales for related merchandise, revitalizing traditional commercial spaces [2] Group 2: Business Impact - The transformation of shopping malls into emotional experience hubs has been facilitated by the popularity of "Guzi" culture, with significant increases in foot traffic, such as a daily average of nearly 30,000 visitors during the holiday period at a major mall [2] - The emergence of over 50 "Guzi" stores in a single shopping center illustrates the rapid growth and establishment of this niche market [2] Group 3: Future Outlook - Experts suggest that the "Guzi economy" reflects a shift in consumer demand from material needs to emotional values, indicating a need for high-quality original IP development and a complete industry chain from creation to merchandise [3]