Core Insights - The "Millet Economy" is transitioning from a niche market to a mainstream market, showing strong growth potential with a market size approaching 1.7 trillion yuan in 2024, expected to exceed 2 trillion yuan in 2025 [1][44] - The user base for the "Millet Economy" has reached 500 million, with Generation Z being the primary consumer group, and female consumers' share increasing significantly from 67% in 2023 to 78% in Q1 2025 [1][16] - The industry is characterized by a clear supply chain structure, with upstream focusing on IP development, midstream on production, and downstream on diversified sales channels including e-commerce and physical stores [1][19] Industry Definition - "Millet" refers to merchandise related to the two-dimensional culture, including various products derived from IP such as badges, standees, and paper products [5] Industry Development - The "Millet Economy" has evolved from relying on imported products to a robust domestic production model, with significant growth in local IP development since 2010 [8][9] - The market has seen a surge in innovative product forms like blind boxes and trendy toys, with companies like Pop Mart leading the way [8] Product Types - The most popular product type is badges, which dominate the second-hand market with a 64% share, followed by paper products at 19% and standees at 12% [10][11] Industry Scale - The market size of the "Millet Economy" is projected to grow significantly, with a 40% year-on-year increase expected in 2024, reaching nearly 1.7 trillion yuan [12][44] Industry Outlook - The low derivative product rate of domestic IP indicates substantial growth potential, with only 10% of film-derived income coming from merchandise compared to higher rates in the US and Japan [2][15][58] User Insights - The consumer demographic is predominantly female, with a notable increase in purchasing frequency and willingness to pay premiums for limited edition products [35][37] - Generation Z is a key driver of the market, with a significant portion of their spending directed towards "Millet" products, reflecting a shift towards emotional and social value in consumption [16][67] Industry Chain - The industry chain consists of three main segments: upstream IP development, midstream production, and downstream sales channels, with a focus on maximizing sales efficiency through a well-integrated supply chain [19][23]

Core Insights - The report highlights the rapid growth of the "Goods Economy" driven by secondary IP derivatives, transitioning from niche markets to mainstream appeal, with a projected market size exceeding 2000 billion yuan by 2025 [1][2][47]. Industry Definition - "Goods" refers to secondary products related to two-dimensional culture, including badges, paper products, and standees, with the term "eating goods" denoting the purchase of these items [7]. Industry Development - The "Goods Economy" in China showcases a blend of cultural consumption and industrial upgrading, with a significant shift from overseas IP derivatives to domestic production, particularly in the last decade [10][11][12]. Product Types - Badges are the most popular product type, accounting for 64% of the second-hand market sales, followed by standees and other merchandise [13][15]. Market Size - The market size for the "Goods Economy" is expected to reach approximately 1689 billion yuan in 2024, reflecting a year-on-year growth of over 40% [47]. Industry Outlook - The domestic IP derivative market is currently underdeveloped, with only 10% of film revenues coming from merchandise, indicating significant growth potential compared to mature markets like the US and Japan [22][48]. User Demographics - The core audience for the "Goods Economy" is primarily the Z generation, with a user base projected to reach 5 billion, and a notable increase in female consumers from 67% in 2023 to 78% in early 2025 [23][42]. Industry Chain - The industry chain consists of three main segments: upstream IP development, midstream production and design, and downstream sales channels, which include online platforms and physical stores [26][32][36]. Challenges and Opportunities - The industry faces challenges such as homogenization, weak copyright protection, and dependency on IP, but also benefits from rapid market expansion and the rise of domestic IPs [2][45].

Core Insights - The emerging "Guzi Economy" revolves around the consumption culture and economic model formed around merchandise related to manga, anime, and gaming IPs, with products typically priced between 15 to 50 yuan [1] - The "Guzi" term is derived from the English word "Goods," and the act of purchasing these items is referred to as "eating Guzi" [1] Group 1: Market Dynamics - The introduction of new two-dimensional business formats is revitalizing traditional commercial areas, such as the newly opened card game store on Nanjing Road, which attracts many anime enthusiasts [2] - The "Guzi Economy" is reshaping Shanghai's consumption landscape and becoming a new driving force for urban commerce, supported by policy guidance and regulation [4] Group 2: Consumer Engagement - Diverse consumption scenarios are activating new commercial momentum, with a notable increase in foot traffic and sales in transformed two-dimensional theme malls, which have seen total sales exceed 700 million yuan and daily foot traffic peak at over 90,000 [4] - The transformation of a traditional department store into a two-dimensional theme mall resulted in a 60% increase in foot traffic and a 130% year-on-year sales growth in the renovated area from January to March [4] Group 3: Community and Family Involvement - The "Guzi culture" appeals to a wide age range, with families, including grandparents, engaging in the experience, highlighting the intergenerational connection fostered by this new consumption trend [3] - The introduction of IP-themed restaurants and dedicated spaces for anime fans enhances the overall experience, catering to the interests of diverse consumer groups [4]

Core Insights - The "Guzi" economy, which focuses on secondary products derived from comics, animations, and games, is gaining popularity among young consumers, particularly Generation Z [1] - This economic model emphasizes emotional value through concepts like "companionship" and "spiritual consumption," attracting significant attention from the youth demographic [1] - Major cities in China are developing two-dimensional consumer landmarks to draw in young shoppers [1] Market Growth - The market size of China's "Guzi" economy is projected to reach 168.9 billion yuan in 2024, representing a growth of 40.63% compared to 2023 [1] - It is expected to surpass 300 billion yuan by 2029, indicating a robust growth trajectory [1] Cultural and Economic Impact - This trend is not only fostering the development of the cultural industry but also injecting new vitality into the consumer market [1]

Core Viewpoint - The article discusses the ongoing decline of offline "谷店" (Grocery Stores) in China, highlighting the reasons behind the closures and the shift towards a more cost-effective and consumer-driven market, including the rise of "垃圾堆" (junk pile) stores that sell second-hand goods [3][6][19]. Group 1: Current Market Situation - Nearly a hundred offline "谷店" have closed in the first three months of the year, with some industry experts predicting that the peak of closures is yet to come [3][6]. - The closures are attributed to factors such as poor location choices, rational consumer behavior, and limited product selection freedom, leading to excess inventory [6][12]. - The rental costs for "谷店" have increased significantly, with some landlords raising their revenue share to as high as 30% [7][10]. Group 2: Consumer Behavior and Market Trends - Consumer enthusiasm for "谷店" has become more rational, with many feeling fatigued by the repetitive offerings and high prices of new products [12][15]. - The rise of "垃圾堆" stores, which sell second-hand goods at lower prices, reflects a shift towards more economical consumption patterns [21][22]. - The popularity of "垃圾堆" stores is driven by their affordability and the availability of unique IP products that are not found in traditional "谷店" [21][22]. Group 3: Business Adaptation and Future Directions - Some "谷店" are adapting by diversifying their offerings, such as incorporating DIY workshops and themed cafes to attract customers [31][34][36]. - The emergence of themed cafes and card game shops within the "谷店" ecosystem indicates a trend towards creating unique consumer experiences to differentiate from competitors [32][36]. - The market is undergoing a significant transformation, with many store owners realizing that the previous model of easy profitability is no longer viable, prompting a need for strategic pivots [31][36].

价值星球Planet . 以下文章来源于价值星球Planet ，作者方歌 透视内容本质，解锁商业价值 将投中网设为"星标⭐"，第一时间收获最新推送 巨大的热度引来了贪念。 作者丨方歌 编辑丨 计然 来源丨价值星球Planet 上周，李明参加了一场特别的微信群聊。 晚上七点左右，管理员在群里艾特所有人，让超过50个群成员排队上麦，依次提供自己的订单日 期、闲鱼ID、银行卡号、真实姓名。 寂静的群聊一瞬间炸了。这是一个维权分群，成员全是购买了某位卖家的现货谷子却几个月都没收到 货的人。大群总共有500多人，被骗金额加起来有十几万块。 李明是倒数第十五个上麦的。在群聊里，他见到了半个多月没回消息的骗子本人，以及他的父母。意 外的是，退款进行得很顺利，从报信息到收款到账只花了不到一分钟。 谷子成风，已经是2024年的市场共识。艾媒咨询《2024-2025年中国谷子经济市场分析报告》显示， 近五年内，中国泛二次元及周边市场规模从2983亿元迅速提升至5977亿元，2029年则有望达到8344 亿元。 淘宝数据显示，2024年，"谷子"相关商品销量达到1700万件，同比增长近5倍。"吃谷"跨越次元壁， 成为年轻人的年度消 ...