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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]
一站吃喝玩乐购!首届美好生活博览会在京开幕
Group 1 - The first "Beautiful Life Expo" opened in Beijing, featuring over 300 companies showcasing a variety of products including specialty agricultural products, outdoor gear, electronics, and new energy vehicles [1][3] - The expo spans 15,000 square meters and offers free entry for the public, creating a vibrant marketplace atmosphere with exhibitors inviting visitors to sample food products [3][5] - Notable products include unique agricultural offerings from Beijing, such as pigeon meat and eggs, and new varieties of sweet melons, highlighting innovation in local agriculture [5][6] Group 2 - The expo also features high-tech products, including Xiaomi's first SUV model, attracting significant interest from attendees [6][8] - Interactive robots, such as humanoid robots and emotion-responsive models, are showcased, reflecting a shift in consumer preferences towards products that understand and engage with users [8] - A dedicated area for the "two-dimensional" culture attracts younger audiences, with activities including card games and gaming competitions, enhancing the overall engagement of the event [10][12]
二次元与潮玩的现状与投资机会 - 消费动态
2025-06-24 15:30
Summary of Key Points from Conference Call Records Industry Overview - The current state of the collectible toy (潮玩) and anime (二次元) markets shows continued growth momentum in the first half of 2025, with a significant increase in store openings in 2024, indicating strong sales in 2023 [1][3] - The collectible toy market is characterized by high absolute store numbers, while the anime market exhibits faster growth rates, reflecting consumer demand for IP products and highly standardized items [1][4] Core Insights and Arguments - **Collectible Toy Categories**: The collectible toy market is divided into card games, blind boxes, and building toys. Blind boxes rely on direct sales to control pricing and prevent market dilution, while card games and building toys are sold through distributors or large KA channels [1][5] - **Anime Brand Expansion**: Anime brands are rapidly expanding through collective store formats in shopping centers, with grocery collective store sales expected to grow by 10%-15% year-on-year in 2024. The use of major KOL channels has accelerated sales growth, although the sustainability of IP and the maturity of the supply chain still require development [1][6] - **Shopping Center Collaboration**: Shopping centers collaborate with collectible toy brands through fixed rent, a combination of fixed rent and sales commission, or direct high commission. Leading brands like Pop Mart typically use a guaranteed minimum plus commission model, with a rental yield ratio of about 11%, lower than the retail sector average [1][7] - **Sales Performance**: The collectible toy sector has shown remarkable performance, with significant month-on-month sales increases in April and May 2025, where benchmark stores exceeded 1 million yuan in sales, contributing significantly to shopping center revenues [1][8] Additional Important Insights - **Market Dynamics**: Despite an overall negative growth in shopping center formats since 2019, the collectible toy and anime sectors have maintained a long-term growth trend in store openings [2] - **Anime Market Characteristics**: The anime market is still developing, with a relatively weak brand concentration. Leading brands achieve monthly sales of approximately 40-50 thousand yuan, while non-leading brands only reach 10-20 thousand yuan [3][17] - **Consumer Preferences**: Young consumers view purchases in the collectible toy and anime sectors as social currency, indicating that marketing strategies should focus on social engagement to attract foot traffic [14] - **Geographic Trends**: Major cities like Shanghai, Beijing, and Chengdu are leading in the anime market, with a high concentration of young consumers who are receptive to these cultural trends [16][23] Future Outlook - **Growth Potential**: The collectible toy sector is expected to maintain its popularity, with a focus on attracting more brands into shopping centers. The sales growth rate for collectible toys and anime in shopping centers is projected to be between 15%-30%, significantly higher than the overall growth rate of 5% [9][28] - **Challenges for Anime Brands**: The anime sector still faces challenges in achieving the same level of brand strength and market maturity as collectible toys, requiring further cultivation of IP sustainability and supply chain development [10][18][30] - **Consumer Behavior Trends**: The preference for Japanese IP products remains strong, with IP being a crucial factor in driving sales and market growth [24] This summary encapsulates the key points from the conference call records, highlighting the dynamics, performance, and future outlook of the collectible toy and anime markets.