手机号 15769519125 2025 年 中国二次元文化 行业市场研究报告 主编：雷静兰 编辑：张潞玮 商业合作： collaboration@shuoyuanconsulting.com 1 / 36 1.行业概述 1.1 二次元文化定义及范围 二次元文化，源自日本的"二次元"（2D）概念，最初指的是以二维平面视觉 表现形式为主的艺术作品，主要包括动漫、漫画、游戏等内容。随着时间的推 移，二次元文化逐渐发展成为一种独特且广泛的文化现象，涵盖了从内容创作 到衍生产业的完整生态体系。二次元文化的核心在于对虚拟世界的热爱与沉浸， 粉丝们通过对角色的喜爱和故事情节的共鸣，形成了强烈的文化认同感和社区 归属感。粉丝社区不仅是信息和资源的交流平台，更是情感互动和创造力发挥 的重要场所。随着互联网技术的高速发展，二次元文化的传播方式和表现形式 也在不断革新。数字平台为二次元内容的分享和交流提供了便利，使得这一文 化现象能够迅速扩散到全球范围内。二次元文化也促进了跨界合作的兴起，不 同领域的艺术家、技术专家和商业机构共同参与，推动了文化产业链的多元化 发展。服装设计、音乐制作、影视改编甚至旅游产业都与二次元文化紧密结合 ...

Group 1 - The core viewpoint of the report highlights the rapid growth of the "Guzi" economy, driven by a shift from niche subculture to mainstream consumer market, with a market size of 168.9 billion yuan in 2024 and an expected growth to over 300 billion yuan by 2029, reflecting a compound annual growth rate (CAGR) of 17.79% from 2017 to 2024 [1][22][21] - The "Guzi" products, which are affordable and range from 10 to 200 yuan, have gained popularity among younger consumers, with an average single purchase of 102 yuan and an increase in monthly purchase frequency from 2.3 times in 2023 to 2.9 times in 2025, indicating strong user engagement [1][2][3] - The user base for the "Guzi" economy is substantial, with over 500 million individuals in the pan-anime demographic in China as of 2024, and 88.71% of anime enthusiasts expressing willingness to purchase "Guzi" products [2][29] Group 2 - The supply side of the "Guzi" economy is being optimized, with a notable shift from Japanese IP dominance to the rise of domestic IPs such as "Love and Deep Space" and "Identity V," which are now leading in sales, showcasing the improvement in domestic IP creation capabilities [3][4][5] - The IP licensing system in China has seen significant growth, with retail sales of licensed products reaching 155.09 billion yuan in 2024, doubling since 2017, and the licensing fees increasing from 3.82 billion yuan in 2019 to 5.99 billion yuan [4][30] - The diversification of sales channels, including online platforms like Tmall and JD.com, as well as offline stores, has enhanced consumer access to "Guzi" products, with a rapid expansion of retail outlets in the sector [4][5][22] Group 3 - The "Guzi" economy is expected to benefit from the cultural confidence and the ongoing development of domestic IPs, which are becoming increasingly relevant in the context of rising spiritual consumption among younger generations [5][21][22] - The market is currently concentrated in high-tier cities, with over 55.25% of consumers located in first-tier cities, but there is significant potential for growth in lower-tier cities, where GDP growth is projected to be 6.1% annually from 2023 to 2028 [3][4][22] - The social attributes of "Guzi" products amplify their market impact, with over 70% of consumers sharing their purchases on social media, transforming these products into social media tools that attract new users [2][3][4]

Core Insights - The concept of Original Character (OC) has evolved into a cultural phenomenon among young people, particularly in the context of social media platforms like Xiaohongshu and Weibo, where sharing OC experiences has become a fashionable trend [1][8] - OC creation serves as an emotional outlet for young individuals, allowing them to express their creativity and connect with their feelings in a more personal and liberated manner compared to traditional fandom activities like watching dramas or following idols [1][19] - The OC culture has given rise to a comprehensive industry chain that includes content creation, visual presentation, and monetization opportunities for creators [1][8] OC Creation Process - The process of creating an OC typically begins with defining the character's name, traits, and backstory, which helps in building a rich and multidimensional character [2][5] - Continuous development and interaction are essential for maintaining an OC, with creators often updating their characters' stories and visuals to keep them dynamic [4][5] Community Engagement - Many OC creators engage with the community by sharing their characters and collaborating with others, which can include interactions between different OCs, creating partnerships, and even participating in offline events like cosplay [4][7] - The emotional investment in OCs is significant, with creators often referring to themselves as "OC moms," indicating a deep personal connection to their characters [7] Monetization Opportunities - The OC culture has led to various monetization avenues, including selling character development questionnaires and offering commission-based artwork or writing services [8][13] - Some creators have successfully sold thousands of questionnaires related to OC development, indicating a strong market demand for such products [13] - Custom OC-related games and physical merchandise, such as dolls and figurines, are emerging as new revenue streams, with prices varying based on complexity and size [13][16] Demographics and Challenges - The OC community primarily consists of young individuals, including many middle and high school students, which has raised concerns about financial management and potential disputes over payments for commissioned work [16] - The emotional and financial investment in OCs can lead to significant spending, with some individuals reportedly spending large sums on character development [8][16] Cultural Significance - The OC phenomenon reflects a broader trend in the two-dimensional culture, where young people seek to express themselves and interact with the real world through their characters and narratives [19] - This cultural shift indicates that platforms focusing on two-dimensional content may become new avenues for engagement and monetization, providing emotional support and creative outlets for young creators [19]

Core Insights - The National Day and Mid-Autumn Festival holiday saw a significant increase in domestic tourism, with 888 million trips taken and total spending reaching 809 billion yuan, marking an increase of 1.23 billion trips and 108.2 billion yuan compared to the previous year [1] - Cross-border travel and new consumption scenarios such as concerts and festivals have emerged as key trends during the holiday period, driving consumer spending [1][6] Domestic Tourism Trends - The holiday period recorded 888 million domestic trips, with total spending of 809 billion yuan, reflecting a robust recovery in the tourism sector [1] - New first-tier cities and county markets led the growth in consumer spending, with Chongqing surpassing major cities like Beijing and Shanghai in both transaction volume and value [6] Cross-Border Travel Insights - Cross-border payment transactions increased significantly, with 41.55 billion transactions processed, amounting to 13.26 trillion yuan, representing a year-on-year increase of 95.23 billion transactions and 1.86 trillion yuan [1] - The implementation of visa-free policies has boosted inbound tourism, with South Korea, the US, Russia, Japan, and Malaysia being major sources of visitors [3] Payment Trends - Alipay reported a nearly 40% increase in spending by inbound tourists during the first five days of the holiday, with a 500% increase in transactions using the "Alipay Tap" feature [3] - WeChat data indicated a 21% increase in cross-border payment transactions during the holiday, with notable growth in transactions from South Korea and Malaysia [4] Emerging Consumption Scenarios - New consumption scenarios, such as concerts and anime conventions, have become significant drivers of spending, with events like the CPSP anime expo attracting large crowds and high spending [8] - The trend towards experiential travel is evident, with tourists seeking to immerse themselves in local culture rather than merely reaching destinations [8]

Core Insights - The National Day and Mid-Autumn Festival holiday saw a significant increase in domestic travel and spending, with 8.88 billion domestic trips taken and total spending reaching 809 billion yuan, marking an increase of 1.23 billion trips and 108.2 billion yuan compared to the previous year [3][4][5] Group 1: Domestic Travel Trends - The holiday period recorded 8.88 billion domestic trips, an increase of 1.23 billion trips compared to the previous year [3] - Total domestic spending reached 809 billion yuan, up 108.2 billion yuan from the previous year [3] - New consumption trends emerged, including a surge in cross-border travel and new consumption scenarios such as concerts and festivals [3][4] Group 2: Cross-Border Travel and Payments - Cross-border travel was notably popular, with significant growth in cross-border payment transactions, totaling 415.52 billion transactions worth 13.26 trillion yuan, an increase of 95.23 billion transactions and 1.86 trillion yuan compared to last year [3][5] - Inbound tourists showed increased spending, with Alipay reporting a nearly 40% rise in spending by inbound tourists compared to the previous year [6] - WeChat Pay also reported a 21% increase in cross-border payment transactions during the holiday [7] Group 3: Emerging Consumption Scenarios - New consumption scenarios, such as concerts and anime conventions, attracted significant consumer interest, with the Shanghai CPSP anime convention seeing a 524% increase in hotel bookings [10] - The demand for experiential travel is growing, with travelers seeking to immerse themselves in local culture rather than just reaching destinations [10] - The rise of new consumption trends is evident in the spending patterns of younger consumers, particularly in new first-tier cities and county markets [8][9]

Core Insights - The article highlights the growing popularity of comic conventions in China, particularly during the Mid-Autumn Festival and National Day holidays, with at least 413 events scheduled nationwide [5][6]. Group 1: Event Statistics - During the holiday period, major comic conventions attract tens of thousands of visitors, with events like Wonder Festival (WF) 2025 in Shanghai expected to draw 100,000 attendees [3]. - WF 2025 has seen a 33% increase in corporate exhibitors and an 11% increase in individual creators compared to the previous year, with ticket sales showing a 20% year-on-year growth [3]. - Comicup 2025 Shanghai Plus (CPSP) also experienced rapid ticket sales, with hotel bookings near the venue increasing by 524% [4]. Group 2: Visitor Demographics and Spending - The demographic of convention attendees is primarily young, with a significant portion being under 24 years old, indicating a strong interest in the "二次元" (2D) culture [8][10]. - The average spending per visitor at events like the Firefly Comic and Game Carnival was 663 yuan, with 18% of attendees spending over 1,000 yuan [6]. Group 3: Industry Growth and Market Potential - The number of "二次元" users in China is projected to reach 503 million by 2024, with the market size expected to grow to 597.7 billion yuan [9]. - The emotional engagement and community aspects of "二次元" culture provide a unique opportunity for businesses to differentiate themselves in a competitive market [10]. Group 4: Revenue Streams and Business Models - Revenue for comic conventions primarily comes from ticket sales and brand sponsorships, with costs including venue, security, and promotional activities [9]. - Smaller companies in the convention space often struggle to achieve profitability solely through event hosting and may need to diversify their business models [9].

Core Viewpoint - The gold market is gaining attention as the National Day holiday approaches, with various brands adjusting their gold jewelry prices, indicating a potential upward trend in gold prices [1][2][3]. Price Adjustments - Major brands such as Chow Tai Fook, Chow Sang Sang, and Luk Fook Jewelry have set their gold prices at 1108 CNY per gram, while other brands like Lao Feng Xiang and Lao Miao are priced at 1100 CNY per gram [1][2]. - Chow Tai Fook confirmed that its "fixed price" gold products will see price increases starting in October, with specific adjustments to be announced later [2][3]. - Recent reports indicate that some brands have already begun or are about to increase their product prices, with potential increases of 30%-40% for popular items [3]. Emerging Trends - A new product called "Pain Gold," which resonates with younger consumers, has gained popularity, priced at 2800 CNY per gram, significantly higher than standard gold jewelry prices [4]. - The collaboration between traditional brands and popular culture, such as Chow Tai Fook's partnership with the game "Black Myth: Wukong," has resulted in substantial sales, exceeding 1.5 billion CNY [4]. Market Dynamics - The "谷子" (Guzi) economy, which includes merchandise from comics, games, and animations, is projected to reach a market size of 168.9 billion CNY in 2024, growing over 40% from 2023 [5]. - Gold's intrinsic value provides a more stable investment compared to other merchandise in the "谷子" category, even as trends fluctuate [5]. Price Influences - Multiple factors are contributing to the sustained high gold prices, including anticipated interest rate cuts by the Federal Reserve and geopolitical risks [6][7]. - Historical data suggests that gold prices tend to rise following interest rate cuts, with an average increase of 6% within 60 days [6]. - The long-term outlook for gold remains positive due to the restructuring of the global monetary credit system and the weakening of the dollar's reserve status [7].

Core Insights - The transformation of "ACG" culture from a niche interest to a mainstream cultural force reflects the changing dynamics of youth culture and consumer behavior [2][4][14] - The rise of ACG culture is characterized by active cultural co-creation, social interaction, and tangible expressions of fandom in everyday life [15][16][18] Group 1: Cultural Evolution - ACG culture has evolved from a subculture to a significant cultural force, breaking down barriers and becoming more visible in everyday life [4][5] - The presence of ACG elements in commercial spaces, such as shopping malls, indicates its growing acceptance and integration into mainstream culture [5][7] - Online platforms are increasingly recognizing the potential of ACG culture, with major social media sites reporting significant user engagement and growth in ACG-related content [8][9] Group 2: Commercial Opportunities - Brands are actively seeking to engage with the ACG community through IP collaborations and immersive experiences, recognizing the loyalty and size of the young consumer base [22][24] - Successful brand collaborations, such as those between Luckin Coffee and popular ACG titles, demonstrate the importance of cultural understanding and respect in marketing strategies [22][24] - The trend of brands participating in ACG events and exhibitions highlights a shift towards more genuine and interactive marketing approaches [25][27] Group 3: Community Engagement - The ACG community exhibits strong social bonds, with fans engaging in various activities such as cosplay, fan art creation, and community events [15][16] - The phenomenon of "痛文化" (pain culture) illustrates how fans express their love for ACG through personalized items and public displays of fandom [18][19] - The integration of ACG elements into urban culture, such as themed public spaces and events, reflects a broader cultural shift towards embracing youth interests [19][21]

Group 1 - The article reflects on the emotional impact of fictional characters, particularly focusing on the character Makima from "Chainsaw Man," and how her death affected the author's engagement with the series [3][5][21] - It discusses the evolution of character appreciation in anime and manga, emphasizing the importance of well-developed female characters and their influence on the narrative [10][12][15] - The author compares various female characters from different series, highlighting their strengths and weaknesses, and how these characters resonate with the audience [17][18] Group 2 - The article mentions the anticipation for the upcoming "Chainsaw Man" movie, indicating changes in the production team that may lead to a better adaptation of the source material [21] - It reflects on the broader trends in character development within the anime and manga industry, noting the shift towards more complex and relatable female characters [10][12] - The author expresses a desire for more engaging storylines and character arcs in future adaptations, particularly in relation to the character dynamics established in previous works [18][21]

Core Viewpoint - The rise of "pain gold" products, which are gold jewelry items linked to popular IPs from the two-dimensional culture, is gaining popularity among young consumers, despite a general decline in gold jewelry consumption [1][2][3] Group 1: Market Trends - "Pain gold" products are becoming standard offerings in gold jewelry stores, featuring various IP-themed items prominently displayed to attract consumers [1] - The pricing strategy for "pain gold" differs from traditional gold jewelry, often adopting a fixed price model, with prices significantly higher than regular gold items, sometimes reaching 2 to 3 times the normal gold price [2] - Despite a 26% year-on-year decline in overall gold jewelry consumption, "pain gold" has seen strong sales, with notable collaborations generating substantial revenue, such as over 1.5 billion yuan for the "Black Myth: Wukong" series [2][3] Group 2: Consumer Behavior - Young consumers are shifting their focus from the investment value of jewelry to emotional value, seeking unique and trendy items that can be showcased on social media [3] - The primary demographic for "pain gold" consists of Generation Z consumers who are drawn to personalized products and are willing to spend on their favorite IPs [3]