2025闲鱼谷子趋势报告

Core Insights - The report highlights the rise of domestic cultural IPs and the structural transformation of the "Guzi" (goods) market, driven by national style elements and domestic game IPs, with young women and post-2005 consumers becoming the main consumer groups [1][2][3] Market Overview - The "Guzi" market, which refers to lightweight merchandise derived from anime, games, and other media, has seen a significant shift from Japanese IPs to domestic IPs, with domestic transaction volumes surpassing Japanese ones for the first time in Q1 2025, reflecting a 105% year-on-year increase [1][2][10] - The overall market is experiencing rapid growth, with the first quarter of 2025 achieving historical peak transaction volumes [1][12] IP Performance - Domestic game IPs have emerged as the biggest winners, with titles like "Love and Deep Space" and "Identity V" topping sales charts, outperforming traditional Japanese IPs [2][16] - The sales of national style "Guzi" surged by 167% year-on-year in Q1 2025, with the "Nezha" IP seeing a staggering 2346.2% increase due to the release of the movie "Nezha 2" [2][19] Consumer Demographics - The proportion of female consumers in the "Guzi" market increased from 67% in 2023 to 78% in Q1 2025, indicating a strong female dominance in purchasing [3][26] - The post-2005 generation is the fastest-growing demographic, with these young consumers averaging 2.9 purchases per month, spending over 100 yuan per transaction [3][31] Product Categories - "Baji" (badges) continue to dominate sales, accounting for over 60% of total "Guzi" sales, while paper products like postcards and colored paper have seen a notable rise, making up 19% of transactions in Q1 2025 [2][22] - The demand for products that combine utility and emotional value is evident, as consumers seek items that serve both practical and sentimental purposes [2][3]