情绪消费崛起，IP 授权行业扩容可期 20251208 中国泛娱乐产业的发展情况如何？ 随着二次元文化普及和核心用户群体规模提升，中国泛娱乐产业呈现强劲增长 势头。2019 至 2024 年的复合年增长率达 11.6%，预计 2027 年市场规模将 突破 2,300 亿元。这推动了以谷子为代表的 IP 周边产品销量快速扩容。例如， 《排球少年》里西谷夕角色的吧唧在二手平台拍卖价甚至高达 7.2 万元一枚， 可见 Z 时代群体对谷子经济的消费热情。 中国 IP 授权行业的发展历程是怎样的？ 中国 IP 授权行业经历了萌芽期、启动期和高速发展期三个阶段： 摘要 中国 IP 授权行业受益于泛娱乐产业的增长，2019 至 2024 年复合年增 长率达 11.6%，预计 2027 年市场规模将突破 2,300 亿元，Z 时代对 IP 周边产品如"谷子"的消费热情高涨，推动市场扩容。 中国 IP 授权行业历经萌芽期、启动期和高速发展期，2023 年中国授权 商品零售额达 137.7 亿美元，跃居全球第四，政府出台多项政策支持行 业发展，包括促进消费和加强知识产权保护。 中国 IP 授权行业产业链由上游 IP 创作、中游运 ...

Group 1: Industry Trends - The popularity of the drama "Jinxiu Fanghua" has sparked a culinary trend in Xi'an, leading to a surge in themed dining experiences and cultural engagement [1][8] - Restaurants in Xi'an are leveraging social media platforms like Douyin to promote "Jinxiu Fanghua" themed menus, resulting in increased sales and customer footfall [1][8] - The integration of traditional culture with modern dining experiences is creating a unique market opportunity for local restaurants [1][26] Group 2: Restaurant Innovations - "Huo Lu Pang" barbecue restaurant has successfully combined traditional Chinese aesthetics with modern dining, attracting customers through immersive experiences [3][5] - The restaurant's themed menu, including the "Jinxiu Fanghua" package, has seen daily sales of nearly 100 orders since its launch [8] - The use of cultural elements, such as staff dressed as historical figures and dishes inspired by Tang Dynasty poetry, enhances the dining experience and customer engagement [10][18] Group 3: Marketing Strategies - The collaboration with Douyin has significantly increased online orders and in-store traffic, with 30% of customers being tourists drawn by social media promotions [8][25] - Live streaming events and interactive promotions have proven effective in driving customer interest and sales, with a notable increase in engagement during live broadcasts [19][22] - Emotional marketing strategies, focusing on creating a "heartfelt experience," have led to a 75% increase in transaction volume for restaurants featured on Douyin's trending list [26]