QuestMobile2025年谷子经济行业报告：浪浪山小妖怪登顶，女性成购买主力，谷子经济突破2400亿元大关！

Core Insights - The "Guzi Economy" is projected to exceed 240 billion yuan by 2025 and 300 billion yuan by 2027, driven by a mature manufacturing chain, deep digital infrastructure, and the rise of young consumers [4][17]. Market Overview - The Guzi Economy is transitioning from subcultural circles to the mainstream market, with a significant increase in interest and consumption among diverse user demographics [11][12]. - As of August 2025, the number of active users interested in Guzi reached 3.0174 million, with 1.2358 million being active consumers [18][20]. User Demographics - The core user base of the Guzi Economy is predominantly young, with 57.5% of users under 24 years old and a notable female user base making up 54.1% of interest users [5][20]. - The Guzi Economy is characterized by a blend of traditional "二次元" (2D) enthusiasts and a new generation of consumers who engage actively in both online and offline spaces [22]. Economic Drivers - Young consumers are motivated by "self-pleasure" and "collecting," which influence their purchasing decisions, leading to a growing market for emotional and collectible products [23][25]. - The "pain culture" has emerged as a significant trend, reflecting a strong desire for identity expression and personalization among young consumers [25][29]. Industry Development - The Guzi Economy has established a closed-loop model encompassing IP incubation, product design, and sales, which enhances the popularity of associated IPs [15][6]. - The rise of domestic IPs is notable, with a 55.1% interest in domestic content compared to 26.7% for imported IPs as of August 2025 [32][34]. Marketing Insights - Collaborations with established Guzi IPs have become a standard marketing strategy for brands targeting younger demographics, providing benefits such as audience engagement and brand rejuvenation [50][52]. - Successful marketing models include creating immersive consumer experiences and leveraging emotional connections through IP collaborations [60][66].