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上海南京路步行街的三重“生命力”:年轻力、场景力与焕新力
Sou Hu Cai Jing· 2025-08-22 06:57
*从B站、小红书的线下狂欢,到南京路步行街打造的数字娱乐盛会,商业市场对于年轻流量的争夺越来越具看点。 撰文|和贺文 郭歆晔 编辑|司马和一 年轻商业的叙事内容,永远有着令人振奋的新鲜感和强烈的群体归属感,也总能引爆现象级流量。 前有长期耕耘二次元赛道的哔哩哔哩,通过线下嘉年华活动Bilibili World 2025三天吸引30万人次观展。 随后便有专注"生活兴趣社区"的社交软件小红书首度涉足二次元,将上海复兴岛打造成全球首个"痛岛"——8万方的现实版「开放世界冒险岛」,吸引成 千上万的年轻人从全国奔赴而来。 还有,南京路步行街举办为期16天的数字娱乐盛会"2025 G-Power数娱节",创下 "线上线下总曝光量突破15亿人次"的新纪录。 三档重磅活动,分别在青浦、杨浦、黄浦三个不同的区域举办,且活动场地分别是国家会展中心、人工岛屿、百年商业街等不同形态的场域,却有着相似 程度的火爆人气。 这足以表明 获取年轻流量,关键在于找准他们的价值认同。以此融合场景力和内容力,方能收获不错的客流体验 果。 当B站、小红书等线上平台将二次元文化移植于线下场景并大获好评时,我们更加关注的是:线下实体商业该如何将体育、电 ...
二次元攻占上海
投资界· 2025-08-14 08:16
Core Viewpoint - Shanghai is emerging as a central hub for the gaming industry in China, particularly in the realm of ACG (Anime, Comic, and Games), showcasing significant cultural influence and economic potential [5][15][22]. Group 1: Events and Cultural Influence - Shanghai hosts numerous gaming and ACG events throughout the year, indicating its status as a leading city in the industry [7][15]. - The city has integrated ACG culture into various urban spaces, such as the "元界" (Neo World) street, which features themed installations and events that enhance the cultural landscape [10][12]. - The first "Shanghai Summer International Animation Month" was held, uniting major ACG events and promoting local culture through a "dimension map" connecting various attractions [15][16]. Group 2: Industry Development and Support - The Shanghai government is actively supporting the gaming industry by establishing incubators and service centers to foster growth and innovation [13][17]. - Notable companies like Eagle Horn, Mihayou, and Lilith are recognized for their contributions to the local gaming ecosystem and their social responsibility initiatives [17][18]. - The collaboration between gaming companies and local government is evident in various cultural exchange programs, such as the "Shanghai Day" event in New York, showcasing local ACG culture internationally [18][19]. Group 3: Economic Impact and Future Prospects - ACG events are significant drivers of local economic growth, with Shanghai increasing its investment in this sector to attract more visitors and enhance cultural tourism [15][16]. - The gaming industry in Shanghai is positioned for further growth, with a focus on integrating gaming as a vital part of the city's cultural identity [22].
单月千场漫展、微博小红书纷纷入局:“二次元”蛋糕那么好抢吗?
Hu Xiu· 2025-08-14 00:12
Core Insights - The presence of ACG (Anime, Comic, Game) culture remains strong during the summer, with notable box office predictions for domestic animations and games [1] - The number of comic conventions in China has surged, with over 1,000 events expected in May alone, indicating a significant growth in the ACG market [2] - The user base for the broader ACG community in China is projected to grow from 210 million in 2017 to 526 million by 2025, with the market size for ACG-related products expected to reach 652.1 billion yuan [2] Industry Trends - Major players like Weibo and Xiaohongshu are entering the ACG space, with Xiaohongshu's RED LAND event attracting nearly 300,000 participants [2][3] - The RED LAND event features an open-world adventure concept and aims to engage younger audiences, although it lacks the depth of experience seen in established conventions [3][4] - The growth of female users in the ACG community is notable, with women making up 48% of online game users by mid-2025, reflecting a shift in demographics [6] Market Dynamics - Traditional conventions like BW and CJ are adapting to include both consumer and business elements, with significant attendance numbers reported [7] - The rise of comic conventions in smaller cities is evident, with events in places like Zhejiang seeing over half of the conventions held in county-level cities [12][13] - The economic impact of these conventions is substantial, with local businesses reporting increased sales during event periods [12] Challenges and Opportunities - Despite the growth, challenges remain in terms of user engagement and the quality of experiences offered at smaller conventions [4][13] - The potential for further development in the ACG market is significant, with a growing user base and increasing interest in ACG culture across various demographics [14]
首届上海之夏国际动漫月圆满收官:三大顶级漫展齐聚,文旅商体展大联动
第一财经· 2025-08-13 09:41
Core Viewpoint - The article highlights the significance of the first Shanghai Summer International Animation Month, which successfully integrated three major animation events, showcasing Shanghai's deep engagement in the cultural industry and its appeal to professionals in the sector [3][4]. Industry Overview - The "Guzi Economy" market in China reached 168.9 billion yuan in 2024, with a year-on-year growth of 40.63%, and is expected to exceed 200 billion yuan in 2025. The broader subculture market is estimated to grow from 597.7 billion yuan in 2024 to 652.1 billion yuan in 2025 [5]. - The rise of the subculture has attracted significant capital investment, with major listed companies in the sector including Perfect World, G-bits, Giant Network, and Bilibili [6][7]. Investment Trends - From 2011 to 2024, the average single financing amount in the subculture industry has been below 200 million yuan, with Beijing and Shanghai being the top two cities for financing events [7]. - Notable investments include the angel round funding for the subculture operation company "Dream Factory," which received several million yuan from Deep Industry Capital [9]. Event Significance - The Shanghai Summer International Animation Month attracted 480 exhibitors from various countries, emphasizing Shanghai's historical role as a hub for animation culture in China [10][12]. - The event featured Bilibili World and ChinaJoy, which have evolved into comprehensive platforms for digital entertainment and cultural exchange [11]. Cultural and Economic Impact - The event aligns with the diverse and personalized demands of consumers, particularly Generation Z, who value cultural and emotional connections over mere product functionality [12]. - The integration of cultural, tourism, and commercial elements in the event aims to create a new cultural landmark in Shanghai, enhancing the local economy through increased consumer engagement [15][17]. Media and Promotion - The event was supported by major local media, with over 1 million attendees expected, significantly benefiting local businesses and tourism [19][20]. - The promotional efforts included a comprehensive media strategy that resulted in over 58,000 mentions online and a reach of over 2.6 billion views [22].
拥有厚重工业历史的江心小岛被二次元“点燃” 全球首座“痛岛”迎来首批玩家
Jie Fang Ri Bao· 2025-08-09 01:54
Core Insights - The RED LAND event, launched by Xiaohongshu, transforms the historically industrial island into the world's first "pain island" themed around the ACG (Anime, Comic, Game) culture, attracting significant attention from the youth demographic [1] - The event features a 80,000 square meter exhibition area, with two-thirds of it outdoors, aiming to create an immersive "2.5D open world" experience for players [1] - The event includes various high-profile IPs such as Honor of Kings, Egg Party, and Genshin Impact, showcasing a blend of modern pop culture and historical elements [1] Industry Trends - The "Fading Small Forest" experience area differentiates RED LAND from other exhibitions by recreating scenes from popular games like Ninjala and Jian Wang 3, emphasizing a connection to nature and traditional aesthetics [2] - The Echo Project music festival, scheduled for three consecutive nights from August 8 to 10, will feature advanced technologies like 3D projection and drone formations, enhancing the overall experience for attendees [2] - The integration of ACG culture with urban commercial operations and public spaces indicates a shift in how such cultural events are perceived and executed in major cities like Shanghai [2]
工业风撞上二次元 复兴岛秒变“痛岛” 今起至10日 小红书“RED LAND”全球首个开放世界冒险岛活动举行
Jie Fang Ri Bao· 2025-08-08 01:40
Core Concept - The "RED LAND" event in Shanghai represents a fusion of industrial heritage and contemporary pop culture, featuring over 50 international IPs in a 2.5D immersive experience [1][3][4] Group 1: Event Overview - The event spans three days from August 8 to August 10, 2023, at Shanghai's Fuxing Island, covering an area of 80,000 square meters [1][2] - It aims to create an interactive "2.5D open world" that integrates gaming and anime elements into the industrial landscape of Fuxing Island [1][2] Group 2: Features and Attractions - The event includes popular IPs such as Pokémon, Genshin Impact, and Cyberpunk 2077, along with over 20 classic anime IPs and 10 original exhibition booths [3][4] - Attendees can engage in various immersive experiences, including themed areas like "Time Port," "Rebirth Trial Ground," and "Daydream Forest," tailored to different IPs [3][4] Group 3: Cultural Impact - The event serves as a cultural bridge, allowing high-quality IPs to break into the real world and integrate gaming and anime experiences into everyday life [3][4] - The rise of the 2D culture reflects a shift from niche interest to mainstream popularity, with significant engagement on platforms like Xiaohongshu [4][5] Group 4: Economic Implications - The Yangpu District supports the event with a budget of 5 million yuan in consumer vouchers to enhance the experience for attendees [8][9] - The district aims to build a "2D brand aggregation area," leveraging events like "Shanghai Dimension Roaming Festival" to stimulate local economic activity [9] Group 5: Community Engagement - The event fosters real connections among young people who share interests in gaming and anime, promoting a new form of social interaction [5][7] - Participants can engage in activities that blend their hobbies with social experiences, enhancing community ties [5][7]
倒计时!这场二次元狂欢派对即将开启
中国基金报· 2025-07-23 10:36
Core Viewpoint - The 14th Shenzhen Animation Festival will take place from July 25-27, 2025, at the Futian Convention Center, aiming to create a vibrant cultural event for anime enthusiasts and industry partners [2]. Group 1: Event Overview - The Shenzhen Animation Festival is recognized as the most influential and popular anime cultural event in South China, having been established in 2009 [2]. - The festival will feature a diverse range of activities and content, focusing on high standards, unique characteristics, and interactive experiences [2]. Group 2: Guest Lineup - The festival boasts a strong lineup of over 80 notable guests from various fields, including popular authors, voice actors, and musicians, ensuring a wide appeal to attendees [4]. Group 3: Cosplay Competition - The "Cosplay Honor Ceremony" is the largest and highest-paying event of its kind in South China, attracting over 500 top competitors who showcase their dedication and passion for performance art [50]. Group 4: AniDream Live Concert - The AniDream Live concert will feature live performances of classic anime theme songs and popular game soundtracks, appealing to audiences of all ages and backgrounds [57]. Group 5: Independent Game Zone - The festival will introduce an "Independent Game Zone" showcasing over 65 creative works from independent developers, providing a platform for interaction and feedback between developers and players [63]. Group 6: Audience Engagement - The festival is designed to cater to a wide range of audiences, including seasoned fans, families, and casual visitors, with various activities such as workshops, signings, and interactive parties [67].
20多个国家及地区40万人次参展 BW展成为亚洲现象级文化地标
Zheng Quan Ri Bao· 2025-07-15 10:37
Core Insights - The "BilibiliWorld2025" event showcased significant growth in attendance and international participation, with 400,000 attendees, a 60% increase from the previous year, and 167 global exhibitors [1][2] - The event highlighted the internationalization of both exhibitors and attendees, attracting fans from over 20 countries, including Japan, South Korea, Russia, Brazil, Saudi Arabia, and Egypt [1] - The event's success positively impacted Shanghai's economy, with a 50% increase in flight bookings to Shanghai and a nearly 5-fold increase in hotel reservations near the venue [2] Group 1 - The BW exhibition spanned all 8 halls of the National Exhibition and Convention Center in Shanghai, featuring nearly 800 "pain cars" and over 30,000 cosplayers [1] - The event trended on Japanese Twitter, reaching the 6th position, indicating its global recognition and appeal [1] - Notable game developers and manga artists participated in the event, enhancing its profile and engagement with fans [1] Group 2 - The influx of young attendees contributed to a significant boost in related industries such as transportation, accommodation, and dining in Shanghai [2] - The number of attendees has grown from 210,000 in 2023 to 250,000 in 2024, and is projected to reach 400,000 in 2025, reflecting the increasing influence and cultural output of Bilibili [2] - Bilibili aims to showcase the creativity and cultural inclusivity of China's Generation Z through immersive offline experiences [2]
3天吸引全球40万人次看展 上海漫展为何人气爆棚
Core Insights - The Bilibili World (BW) exhibition held in Shanghai attracted 400,000 attendees over three days, marking a 15,000 increase from 2024, with 13% of ticket buyers being international [1] - The event showcased a vibrant community of young fans and Cosplay enthusiasts, emphasizing social interaction and shared interests rather than mere exhibition [1][2] Group 1: Event Overview - The BW exhibition covered 240,000 square meters across eight halls at the Shanghai National Exhibition and Convention Center [1] - Ticket sales were highly competitive, with the first round selling out in 35 seconds and the second in just 6 seconds [1] - The event significantly boosted local tourism, with a 35% increase in travel bookings and nearly 50% rise in flight reservations to Shanghai during the event week [1] Group 2: Community and Interaction - Attendees engaged in unique social practices, such as "collecting" photos with favorite characters and exchanging free merchandise, termed "无料" [2] - The atmosphere was described as friendly and respectful, with attendees showing politeness and camaraderie, contrary to typical teenage stereotypes [4] - The event served as a large social platform for young people to connect, share interests, and learn from each other [2][6] Group 3: Economic Impact and Trends - The event reflects a growing trend in the "二次元" (ACG, Anime, Comic, Game) culture, with the user base in China reaching 503 million by 2024 [7] - There has been a notable increase in searches for "二次元服装" (anime clothing) and related services, indicating a rising consumer interest in this sector [7] - The success of the BW exhibition has led to the proliferation of themed cafes, gaming venues, and various ACG-related businesses in Shanghai [7]
角色扮演打破次元壁:Cosplay背后的“造梦产业链”
Nan Fang Du Shi Bao· 2025-07-13 15:49
Core Insights - The rise of emotional consumption is becoming a new growth driver in the economy, with trends like blind boxes, healing economy, AI companionship, and self-indulgent consumption gaining traction among Generation Z consumers [1] - The Cosplay economy, as part of the broader emotional economy, is emerging as a significant force, driven by a well-defined "dream-making industry chain" that includes costume customization, photography services, event activities, and IP derivatives [3][9] Market Overview - There are approximately 10 million Cosplay enthusiasts globally, with China being one of the largest markets for the subculture, projected to reach a market size of about 597.7 billion yuan in 2024 [3][9] - The user base for the broader subculture exceeds 500 million, with 85% of users being from Generation Z (ages 18-34) [3] Consumer Behavior - Over 70% of Cosplayers report that role-playing helps them relieve real-life stress, indicating a strong emotional connection to the practice [4] - The average annual spending on Cosplay per user is around $480, with total spending in 2023 reaching $4.8 billion [6][9] Industry Dynamics - The production model for Cosplay costumes has shifted from handmade to industrialized production, significantly increasing production speed and cost-effectiveness [9][11] - The market for Cosplay costumes is expected to grow from $4.75 billion in 2024 to $8.65 billion by 2029 [9] Competitive Landscape - The number of Cosplay costume shops has increased significantly, leading to intensified competition and a reduction in profit margins, with industry gross margins dropping from 50% five years ago to around 10% today [12] - The core consumer demographic remains concentrated among students aged 15-25, who have high expectations for product quality and aesthetics while being price-sensitive [12] Trends and Innovations - There is a notable shift in consumer preferences towards game-related IP products, which now account for 80% of sales in some companies, reflecting a growing interest in emotional value [13] - The industry is witnessing a diversification in design influenced by domestic cultural trends, moving beyond traditional Japanese styles to incorporate elements of Chinese culture [11] Professional Services - The rise of specialized roles such as makeup artists, photographers, and prop makers has lowered the entry barrier for new participants in the Cosplay community, making it more mainstream [14] - The demand for high-quality wigs and makeup products is increasing, with consumers seeking more personalized and diverse options [24][31] Challenges - The industry faces challenges such as price wars and a lack of standardized practices, leading to concerns over quality and consumer trust [12][24] - The proliferation of low-cost service providers has created a competitive environment that may compromise service quality and professional standards [23][43]