2025谷子经济市场前景及供需两端详细梳理分析报告

Group 1 - The core viewpoint of the report highlights the rapid growth of the "Guzi" economy, driven by a shift from niche subculture to mainstream consumer market, with a market size of 168.9 billion yuan in 2024 and an expected growth to over 300 billion yuan by 2029, reflecting a compound annual growth rate (CAGR) of 17.79% from 2017 to 2024 [1][22][21] - The "Guzi" products, which are affordable and range from 10 to 200 yuan, have gained popularity among younger consumers, with an average single purchase of 102 yuan and an increase in monthly purchase frequency from 2.3 times in 2023 to 2.9 times in 2025, indicating strong user engagement [1][2][3] - The user base for the "Guzi" economy is substantial, with over 500 million individuals in the pan-anime demographic in China as of 2024, and 88.71% of anime enthusiasts expressing willingness to purchase "Guzi" products [2][29] Group 2 - The supply side of the "Guzi" economy is being optimized, with a notable shift from Japanese IP dominance to the rise of domestic IPs such as "Love and Deep Space" and "Identity V," which are now leading in sales, showcasing the improvement in domestic IP creation capabilities [3][4][5] - The IP licensing system in China has seen significant growth, with retail sales of licensed products reaching 155.09 billion yuan in 2024, doubling since 2017, and the licensing fees increasing from 3.82 billion yuan in 2019 to 5.99 billion yuan [4][30] - The diversification of sales channels, including online platforms like Tmall and JD.com, as well as offline stores, has enhanced consumer access to "Guzi" products, with a rapid expansion of retail outlets in the sector [4][5][22] Group 3 - The "Guzi" economy is expected to benefit from the cultural confidence and the ongoing development of domestic IPs, which are becoming increasingly relevant in the context of rising spiritual consumption among younger generations [5][21][22] - The market is currently concentrated in high-tier cities, with over 55.25% of consumers located in first-tier cities, but there is significant potential for growth in lower-tier cities, where GDP growth is projected to be 6.1% annually from 2023 to 2028 [3][4][22] - The social attributes of "Guzi" products amplify their market impact, with over 70% of consumers sharing their purchases on social media, transforming these products into social media tools that attract new users [2][3][4]