央媒定调后，万亿“谷子经济”的产业突围

Core Insights - The "Guzi Economy" has transitioned from a niche youth subculture to a mainstream economic phenomenon, recognized by state media as a significant driver of economic vitality [2][3] - This shift indicates a clear industrial form emerging from emotional-driven consumption, with card games and collectibles leading the way in the cultural and creative economy [2] Group 1: Economic Impact and Industry Recognition - The "Guzi Economy" is characterized by emotional value, social attributes, and community identity, serving as a cultural psychological foundation for understanding its economic significance [3] - The cultural and creative industry in Shanghai's Suhe Bay has generated a cumulative tax revenue of 35 billion yuan, demonstrating the economic impact of the "Guzi Economy" [5] - The transformation of "Guzi" from a youth subculture to a recognized industry reflects policy support for emerging cultural entrepreneurship [5] Group 2: Industry Evolution and Business Models - The "Guzi Economy" is evolving from a reliance on single hit products to a more sustainable industrial economy, driven by emotional IP, systematic product offerings, and active communities [8] - Different business models are emerging within the "Guzi Economy," with companies like KAYOU focusing on deep operational strategies and others like Pop Mart emphasizing rapid global expansion [9][13] - KAYOU has established a clear industrial path through partnerships with over 70 well-known IPs, creating a robust product ecosystem that enhances consumer engagement [10][19] Group 3: Global Expansion and Market Strategies - KAYOU is actively pursuing global expansion, having established subsidiaries in Japan, the U.S., and Hong Kong, and is promoting its products in various international markets [12] - Pop Mart's strategy involves localizing its successful business model in overseas markets, focusing on brand and product replication to enhance its global presence [13] - Both companies exemplify the diverse strategies within the "Guzi Economy," showcasing the potential for cultural products to gain international traction [14] Group 4: Future Outlook and Challenges - The sustainability of the "Guzi Economy" will depend on its ability to create lasting content, integrate with advanced technologies, and establish a unique position in global markets [15][17] - The current landscape shows a need for a mature IP development system, as many domestic IPs lack leading works, highlighting the importance of long-term investment in original content [17] - Policy support for original IP cultivation is crucial, with initiatives aimed at enhancing the cultural industry and promoting high-quality development [18][19]