二次元火热一整年：年轻增量不变， 消费习惯变了

Core Insights - The core viewpoint of the articles is that the ACG (Anime, Comic, Game) culture has transitioned from a niche community to a mainstream market, significantly influencing the consumption behaviors and identity formation of the younger generation [1][24]. Group 1: Market Evolution - The ACG market has undergone a comprehensive upgrade, evolving from a vertical culture to a significant driver of both online and offline consumption by 2025 [1]. - The new generation of ACG consumers is actively integrating their interests into daily life, using consumption as a means of cultural participation and identity construction [1][24]. - The current ACG market is characterized by a deep integration of consumption and social interaction, contrasting with the previous focus on content creation [1][2]. Group 2: Consumer Behavior - Consumption has become a core vehicle for the new generation of ACG users, transcending mere purchasing to become a direct form of cultural participation [3]. - The rise of "谷子" (Guzis) has led to the development of a complex cultural system and trading rules, with platforms like Xianyu becoming central to this ecosystem [5][6]. - The trading volume of domestic IP Guzis has reached 1.2 times that of Japanese IPs, indicating a significant shift in market dynamics [6]. Group 3: Cultural Trends - The emergence of Original Character (OC) culture signifies a shift towards self-expression and personal identity construction among ACG fans [9][11]. - The popularity of OC has been supported by social media platforms, allowing creators to share and connect with like-minded individuals [11]. - The demand for deeper social connections drives ACG consumption behaviors, leading to more immersive and everyday experiences [12][14]. Group 4: Offline Engagement - Offline events and activities have surged, with large-scale ACG exhibitions attracting record attendance, indicating a strong desire for real-life connections [14][16]. - Commercial real estate has adapted by hosting themed pop-up events, transforming consumption spaces into interactive and social experiences [16]. - The rise of local ACG events in smaller cities reflects the widespread appeal and social demand for ACG culture [16][18]. Group 5: Platform Dynamics - New ACG communities are shifting from traditional platforms to more integrated social media like Xiaohongshu and Douyin, which cater to the lightweight and social nature of content sharing [19][21]. - The growth of ACG content on these platforms has been substantial, with Xiaohongshu reporting a 175% increase in content publication [19]. - Platforms are actively developing tailored strategies to engage the ACG audience, enhancing the ecosystem's vibrancy and accessibility [21][23].