Core Viewpoint - The article explores the emerging trend of "kigurumi" or "kig" culture among young people, highlighting its growth as a niche market within the broader ACG (Anime, Comic, Game) culture in China, and the entrepreneurial opportunities it presents in the customization of character head shells [5][14][35]. Group 1: Industry Overview - The kigurumi culture allows individuals to transform into 2.5D characters, providing a lower barrier to entry compared to traditional cosplay, as players do not need to show their real faces or have perfect body types [6][7]. - The average price for a kig head shell is around 3,000 yuan, with some high-end products reaching up to 10,000 yuan, indicating a lucrative market despite its niche status [7][11]. - The number of pan-2D users in China has grown from 212 million in 2017 to an expected 503 million by 2024, reflecting a significant expansion in the ACG market [14]. Group 2: Company Insights - KIGLAND, a kig head shell customization service, has gained attention by offering a popular head shell at a promotional price of 998 yuan, which has raised skepticism about quality among potential customers [9][13]. - The founder, Li Mingwei, has a diverse background and has been involved in the ACG community for years, which has informed his approach to the business [14][19]. - The company aims to standardize production processes to meet the growing demand, moving away from the small workshop model that currently dominates the industry [22][23]. Group 3: Technological Innovations - Li Mingwei is developing an AI model to assist in 3D modeling and production, aiming to streamline the customization process and improve efficiency [31]. - The company has implemented innovative cost-cutting measures, such as hiring professional hairstylists to produce wigs, which traditionally required significant manual labor [27]. - The goal is to create a "super factory" for kigurumi products, capable of handling larger volumes while maintaining quality [18][28]. Group 4: Market Dynamics - The kigurumi market is witnessing an influx of new players offering lower-priced options, which is changing the competitive landscape and making the products more accessible to a broader audience [35]. - The demand for kigurumi products is driven by a desire for self-expression and social identity among young people, with many players seeking to showcase their love for virtual characters [14][34]. - The article notes a growing presence of kigurumi at events, indicating a rising popularity and acceptance of this culture within the broader ACG community [36][38].

Core Viewpoint - The article discusses the emerging trend of "kigurumi" or "kig" culture among young people, where individuals transform themselves into life-sized dolls using oversized heads and costumes, creating a unique blend of 2D and 3D aesthetics [3][4][36]. Group 1: Kigurumi Culture - Kigurumi players, known as "kig players," wear custom-made heads and costumes to embody their favorite 2D characters, allowing them to express their fandom in a tangible way [3][4]. - The kigurumi culture is distinct from traditional cosplay, as it focuses on hiding the player's identity and presenting a pure representation of the character [3][4]. - The market for kigurumi products is growing, with prices for custom heads averaging around 3000 RMB, and some high-end options exceeding 6000 RMB [4][9]. Group 2: Market Dynamics - The kigurumi market is becoming increasingly competitive, with new entrants like KIGLAND offering lower-priced options, such as a head for 998 RMB, which has raised concerns about quality among consumers [11][37]. - The demand for kigurumi products is expanding, with the number of participants in the culture increasing significantly, as evidenced by the growing number of players at events [37][39]. - The overall size of the broader ACG (Anime, Comic, Game) market in China has grown from 212 million users in 2017 to an expected 503 million by 2024, indicating a shift towards more open expressions of fandom [13]. Group 3: Entrepreneurial Ventures - KIGLAND, founded by a young entrepreneur, has quickly gained traction in the kigurumi market, securing seed funding within a year of its establishment [4][12]. - The founder, who has a diverse background in sports and technology, aims to standardize production processes to meet the growing demand for kigurumi products [17][20]. - The company is investing in technology, including AI models, to streamline the customization process and improve the quality of their products [30][31]. Group 4: Production Challenges - Many kigurumi head manufacturers operate as small workshops, struggling with production capacity and long lead times, which can range from three months to over a year [16]. - The founder of KIGLAND is addressing these challenges by learning 3D modeling and establishing a more efficient production process, which has allowed them to reduce costs significantly [18][22]. - The company has also hired skilled professionals to enhance the quality of wigs and other components, moving away from the traditional reliance on hobbyists [25][26].

Core Insights - The article discusses the trend of emotional consumption among young people in China, highlighting how they engage in purchasing items that provide emotional satisfaction and personal fulfillment [1][2][3] Group 1: Emotional Consumption Trends - Young consumers are increasingly purchasing items, referred to as "谷子" (Goods), which represent not just products but also emotional experiences and connections to their interests [2][3] - Activities such as buying blind boxes, attending concerts, and participating in themed markets are popular among young people as they seek emotional companionship and psychological satisfaction [3][4] Group 2: Online and Offline Experiences - The combination of online and offline experiences forms a comprehensive emotional holiday for young consumers, where they share their experiences on social media after participating in activities [4] - The cycle of experiencing, recording, and sharing emotions creates a warm connection among young people, transforming them from mere consumers into "editors of emotions" [4] Group 3: Rational Consumption - Young consumers are beginning to adopt a more rational approach to their spending, focusing on quality over quantity and ensuring that their purchases align with their true interests [5][6] - Regulatory measures are being implemented to address issues in the blind box market, including guidelines for transparency in odds and restrictions on sales to minors [6]

Core Insights - The "Guzi economy," referring to the consumption culture and economic model surrounding secondary dimension IP peripheral products, is projected to reach a market size of 168.9 billion yuan in 2024 and exceed 300 billion yuan by 2029 [2] Group 1: Market Overview - The "Guzi economy" is rapidly growing, with young consumers increasingly purchasing items like badges, standees, cards, and figurines, indicating a significant new consumption trend [2] - Concerns regarding the quality and safety of "Guzi" products have emerged, as there are reports of health issues linked to these items [2][5] Group 2: Quality Issues - There are widespread complaints about the quality of "Guzi" products, including issues like stains, paint peeling, severe color differences, and material shrinkage [3] - Some consumers have reported health symptoms, such as dizziness, potentially due to harmful substances like excessive formaldehyde in the products [3][5] Group 3: Sources of Poor Quality - Investigations reveal that substandard "Guzi" products often use unqualified materials and lack proper quality certifications, leading to safety risks [6][7] - The presence of harmful chemicals, such as plasticizers and heavy metals, in some products poses significant health risks, especially for children [7] Group 4: Sales and Regulation Challenges - There is a market for "three-no products" (no quality certification, no production license, no manufacturer information), which are still sold due to high demand among minors [8] - The lack of clear regulatory standards for new products, such as AI toys, creates a regulatory blind spot, complicating oversight [9] Group 5: Regulatory Actions - Regulatory bodies in regions like Zhejiang and Beijing are increasing oversight of "Guzi" products to ensure compliance with quality standards [11] - There is a call for the establishment of industry standards and regular inspections to ensure product safety in the rapidly expanding "Guzi economy" [10][11] Group 6: E-commerce and Consumer Awareness - E-commerce platforms are urged to enhance merchant vetting processes and require detailed production and quality assurance documentation from sellers [12] - Consumers are advised to be vigilant about product materials and manufacturers to avoid counterfeit and substandard products [12]

Core Concept - The "Guzi Economy" is emerging as a new consumption engine driven by the preferences of Generation Z, focusing on the consumption culture and economic model surrounding secondary IP-related products [2][3] Market Scale - The Guzi Economy is experiencing rapid growth, with the market size for secondary derivative products expected to reach 1.689 billion yuan in 2024, a 40.6% increase from 2023, and projected to exceed 3 billion yuan by 2029 [3] - The number of Guzi-related products sold online is expected to reach 17 million units in 2024, a nearly fivefold increase year-on-year [3] Product Demographics - The Guzi product categories are diverse, with badges being the most popular, accounting for approximately 40% of the market, followed by card products at 30-40% [4] - The consumer base is predominantly female (61.39%), with a significant portion of consumers aged 18-25, indicating a trend towards younger demographics [4] Driving Factors - The Guzi Economy benefits from the "lipstick effect" and "Disney effect," where low-cost, high-emotional-value products attract consumers [5] - The rise of domestic IP and the maturity of supply chains are crucial for the growth of the Guzi Economy, with local IPs increasingly surpassing Japanese counterparts [6] - The integration of online and offline sales channels is a significant factor in driving traffic and sales growth [5][6] Industry Chain - The Guzi Economy's industry chain is centered around IP development and operation, with domestic IPs gaining prominence [6][7] - The sales channels are diversified, including online platforms, social media, and offline stores, with over 3,239 Guzi stores across at least 39 cities in China [8] Competitive Landscape - The global Guzi Economy is thriving, with Japan leading the industry, but Chinese domestic IPs are increasingly competing and differentiating themselves in the international market [10]

Core Viewpoint - The article discusses the booming second-hand trading market within the ACG (Anime, Comic, Game) community, highlighting the impulsive buying behavior and the subsequent need for selling items at a loss, driven by the popularity of various IPs and merchandise [4][6][62]. Group 1: Market Dynamics - The second-hand market for ACG products has seen significant growth, with items experiencing drastic price fluctuations, such as a character figure dropping from 3000 yuan to hundreds within six months [4][6]. - The rise of IP economy has led to an increase in merchandise releases, with brands frequently launching new collaborations and products, creating a vibrant trading environment [6][7]. - The impulsive buying behavior is prevalent, with consumers often purchasing items at inflated prices during initial releases, only to later sell them at a loss on platforms like Xianyu [7][16]. Group 2: Consumer Behavior - Consumers in the ACG community exhibit a "buy high, sell low" mentality, often relying on second-hand sales to recoup costs from impulsive purchases [16][34]. - The phenomenon of "blind box" purchases has become common, where consumers buy mystery boxes with uncertain outcomes, leading to increased spending driven by the thrill of potential high-value items [35][40]. - Social media platforms like Xiaohongshu play a crucial role in influencing consumer behavior, where users showcase their collections and engage in community discussions before making purchases on trading platforms [57][58]. Group 3: Platform Analysis - Xianyu remains the dominant platform for second-hand ACG transactions, boasting a user base of 105 million and a 75% year-on-year increase in transaction volume [53]. - The emergence of niche platforms like Qindao and Jihuan She caters to specific segments within the ACG community, offering tailored services and community engagement [52][51]. - Xiaohongshu has unexpectedly benefited from the trading boom, becoming a preferred platform for users to showcase and discuss their collections before transitioning to sales on Xianyu [57][58]. Group 4: Challenges and Concerns - The influx of underage users in the second-hand market has raised concerns about impulsive buying and refund requests, complicating transactions for sellers [58][59]. - Issues such as counterfeit products and the need for better regulatory measures have emerged as significant challenges for the trading platforms [60][61]. - The sustainability of the second-hand market is questioned, as it heavily relies on the ongoing popularity of ACG IPs, with potential risks if new hits do not emerge [62].

Investment Rating - The report maintains an "Outperform" rating for the industry [7] Core Insights - The report highlights the rapid growth of the "Guzi" economy, driven by multiple factors on both demand and supply sides, with a projected market size increase from 537 billion yuan in 2017 to 1689 billion yuan by 2024, reflecting a CAGR of 17.79% [3][21] - The demand for "Guzi" products is expected to benefit from the rise of emotional consumption and changing consumer attitudes, particularly among younger demographics [12][56] Summary by Sections 1. Emotional Consumption Rise and Market Outlook - The "Guzi" economy is positioned within the broader context of the expanding ACGN subculture, which includes animation, comics, games, and related merchandise [12] - The market for the broader "pan-second dimension" and related products is projected to grow from 221.2 billion yuan in 2017 to 597.7 billion yuan by 2024, with a CAGR of 15.26% [12][19] 2. Demand Side Analysis - The user base for "pan-second dimension" products in China is substantial, with an expected growth to 503 million users by 2024, indicating a strong willingness to purchase "Guzi" products [2][42] - Approximately 88.71% of anime/manga viewers express a willingness to buy "Guzi," with 81.78% having made purchases [45][50] - The average single purchase amount for "Guzi" products is 102 yuan, with consumers increasing their purchase frequency from 2.3 to 2.9 times per month [62][64] - The market penetration in lower-tier cities is still low, presenting opportunities for expansion due to the price advantages of "Guzi" products [68][72] 3. Supply Side Analysis - The "Guzi" economy's supply chain encompasses IP production, authorization, and product sales, with a notable rise in domestic IPs stimulating consumer interest [73][76] - The domestic IP authorization market is growing, with retail sales of authorized products expected to reach 1550.9 billion yuan by 2024, reflecting a CAGR of 11% [86][90] - The report notes that the sales of domestic IPs have surpassed those of Japanese IPs on platforms like Xianyu, indicating a shift in consumer preferences [80][81]

Core Viewpoint - The article discusses the rapid growth and challenges in the "Guzi Economy," particularly focusing on the two-dimensional peripheral industry, highlighting both the flourishing of stores and the recent wave of closures [4][7][54]. Group 1: Industry Overview - The "Guzi Economy" is gaining momentum, driven by strong IPs like "Nezha: The Devil's Child" and a solid foundation laid in previous years [4]. - A surge in the number of "Guzi" stores has been observed across the country, with major chains like Pop Mart and Card Game Center expanding into lower-tier cities [4][10]. - Despite the growth, a wave of store closures has occurred, with nearly a hundred stores shutting down in the first three months of the year, indicating an inevitable industry adjustment after rapid expansion [7][8]. Group 2: Market Dynamics - The current market features around 50 active two-dimensional peripheral brands, with leading companies like Pop Mart, Card Game Center, TOPTOY, and Trendy Planet holding a strong market position due to their extensive store networks [12][13]. - The top four brands have opened over 100 stores each, with Pop Mart and Card Game Center also utilizing vending machines to increase consumer access [15][16]. - Newer brands like Guzi House and March Beast have quickly established themselves, with March Beast achieving over 220 million yuan in sales in its first month [20]. Group 3: Investment Landscape - The investment landscape for two-dimensional peripheral brands is currently sparse, with only two new brands emerging in 2024: HEYZAKKA and MUMULAND [40][45]. - Investment activity has been limited, with only two notable financing events in 2024, indicating a cautious approach from venture capitalists [46][49]. - The market shows a preference for AI toys over traditional two-dimensional products, with several AI toy companies successfully securing funding [52][53]. Group 4: Future Outlook - The two-dimensional peripheral market is characterized by both opportunities and challenges, with established companies dominating and internet giants seeking to enter the space [54]. - A market adjustment is anticipated, which may lead to a new wave of growth for two-dimensional peripheral brands once weaker players are filtered out [54].

Core Insights - The article emphasizes the rapid growth of the "Guzi economy," a derivative of the ACG (Animation, Comic, and Game) culture, which is becoming a new engine for economic growth in China, particularly in cities like Zhengzhou [1][2]. Industry Overview - The Guzi economy, which refers to merchandise related to IP (Intellectual Property) from the ACG culture, has seen a significant market expansion, with the market size projected to grow from 120.1 billion yuan in 2023 to 168.9 billion yuan in 2024, and potentially reaching 308.9 billion yuan by 2029 [1]. - The market was historically dominated by Japanese IPs, but the rise of domestic IPs like "Genshin Impact" and "Mo Dao Zu Shi" has shifted the market dynamics, increasing the share of domestic products [6][8]. Market Dynamics - The resurgence of the Guzi economy is linked to the social needs of ACG enthusiasts, leading to the establishment of dedicated stores and commercial spaces that cater to this demographic [3][9]. - The introduction of new product categories and collaborations with well-known brands has diversified the Guzi offerings, making them more integrated into everyday life [10]. Consumer Behavior - The primary consumers of Guzi products are fans of content-driven IPs, who view these products as emotional and social symbols, enhancing their identity and community belonging [9]. - The trend indicates a growing willingness among consumers to purchase practical items that also serve as expressions of their fandom, such as headphones and passport holders [10].

Core Insights - The "Guzi Economy," emerging from the secondary cultural derivatives of anime and gaming, is becoming a new engine for economic growth in Zhengzhou, driven by the central government's focus on boosting consumption [1][3][10]. Group 1: Market Development - Zhengzhou is witnessing a rapid expansion of the "Guzi Economy," with major shopping centers like Daxinghai City and Xintian TK360 leading the way in attracting Guzi stores [5][8]. - The number of Guzi stores in Daxinghai City has reached approximately 50, primarily located on the first and second floors, indicating a significant concentration of this market [5][8]. - The overall Zhengzhou market is estimated to have over 100 Guzi stores, showcasing a multi-point flowering development pattern [8]. Group 2: Consumer Behavior - Consumers are drawn to Guzi products for their emotional and social value, with many expressing joy in collecting items like figurines and badges [10][11]. - Events such as character birthday celebrations attract hundreds of fans, highlighting the community aspect of the Guzi Economy [10][11]. Group 3: Industry Dynamics - The Guzi Economy is undergoing a competitive reshuffle, with many stores facing closure due to increased competition and a decline in IP popularity [11][13]. - In 2023, the highest monthly sales for a store in Daxinghai City dropped from over 500,000 yuan to around 200,000 yuan, reflecting the industry's challenges [11][13]. - The industry is transitioning from a phase of rapid growth to a more rational development stage, with a focus on differentiation and building competitive advantages [13][14].