中新网郑州10月6日电 题："十一"假期"谷子经济"备受青睐 撬动年轻消费市场 "买徽章、'扎痛包'，这是我表达个性的一种方式。"在一家"谷子店"里，一身游戏角色装扮的李京航一 边选购"谷子"，一边拿着自己的"痛包"，展示包里的徽章、卡片等。这能迅速吸引"同好"，交流聊天、 相互鼓励。 近年来，"谷子经济"成为消费新热点。今年"十一"假期，郑州大上海商场的"谷子"店内人潮涌动，一些 新推出的盲盒、人物徽章备受青睐。 作者 阚力 王佳宁 "虚拟世界的人物化为徽章、玩偶等'谷子'，变成现实中的'朋友'给我很多陪伴和快乐，我愿意为这种情 绪体验买单。"10月4日，"谷子"爱好者李布丁在河南省会郑州一家商场里与朋友相约"吃谷"。 "谷子"源于英文"goods"(商品)的音译，主要指漫画、动画、游戏等IP衍生的周边商品，包括盲盒、"吧 唧"(徽章)和卡片等。 "假期是'吃谷'高峰期。"该"谷子店"店主柏洋军受访时介绍，今年"十一"假期，每日店里客流量在2000 人次以上，比工作日增加十倍以上。"谷子"消费群体主要集中在15岁至25岁之间的学生和年轻上班族。 因看好"谷子"的消费风口，柏洋军在郑州接连开了两家"谷子店"。 ...

Core Insights - The Chiikawa flagship store opened in Shanghai on September 27, 2023, attracting a large number of fans and offering exclusive merchandise [1][4] - The store implemented a reservation system for entry, with all time slots fully booked, indicating high demand for the products [4][10] - Some customers expressed frustration over the limited availability of certain items, despite the store's efforts to restock [8][10] Group 1 - Chiikawa, a popular manga character, gained significant popularity since its online debut in 2020, leading to the opening of its first official store in Shanghai [1] - The store features exclusive items such as retro plush keychains and Chinese-themed merchandise, which have become highly sought after [1][4] - Fans traveled from various cities, including Nanjing and Hangzhou, to visit the store, highlighting the character's widespread appeal [4][6] Group 2 - The store's opening day saw long queues, with many fans attempting to purchase items through scalpers, indicating a robust secondary market for the merchandise [4][6] - Some customers reported spending over 1000 yuan on exclusive items, which were priced higher than expected, reflecting the strong demand [6] - Despite the store's efforts to replenish stock, certain items sold out quickly, leading to customer dissatisfaction regarding product availability [8][10]

Core Viewpoint - The "Guzi Economy," represented by the popularity of the animated film "Wang Wang Mountain Little Monsters," is reshaping the consumer market by driving demand for related merchandise and creating a vibrant market for collectibles and emotional consumption experiences [1][3][7]. Group 1: Market Dynamics - The "Guzi Economy" is projected to reach a market size of 168.9 billion yuan in 2024, with a year-on-year growth of 41%, and is expected to surpass 200 billion yuan in 2025 [3][7]. - The primary consumer demographic for the "Guzi Economy" is Generation Z, particularly those born after 2005, who are driving the rapid growth of this market [2][3]. Group 2: Impact on Traditional Retail - The influx of the "Guzi Economy" is revitalizing traditional shopping malls, which are facing challenges from e-commerce and homogenization of retail experiences [4][5]. - By integrating "Guzi Economy" elements, traditional malls are enhancing customer engagement and increasing foot traffic, particularly among younger consumers [5][6]. Group 3: IP Development and Challenges - Despite the promising outlook, the "Guzi Economy" faces challenges such as insufficient IP development and a lack of leading works, which limits the market's potential [7][9]. - The industry is still in its early stages, with a need for improved collaboration across the IP development, licensing, and sales processes [9]. Group 4: Future Prospects - Companies are actively pursuing comprehensive IP strategies to create a complete industrial chain, from IP resource development to the production and sale of related merchandise [8][9]. - The rise of the "Guzi Economy" is expected to contribute significantly to China's cultural industry, both domestically and internationally, as policies encourage the growth of this sector [9][10].

Core Insights - The secondary market for anime-related merchandise is experiencing extreme volatility, with items originally priced at a few dozen yuan being resold for as much as 30,000 yuan, indicating a speculative bubble in the market [1] - The market for figurines is described as resembling a roller coaster, with prices often halving upon resale, highlighting the risks associated with investing in this sector [1] Industry Summary - The anime merchandise market is characterized by significant price fluctuations, leading to concerns about whether investors are recovering their investments or getting trapped in losses [1]

Core Insights - The rise of "pain culture" in China has led to a booming market for related merchandise, particularly among young female consumers, with platforms like Xianyu reporting significant sales figures [1][2] - The market for "pain economy" is expanding rapidly, with projections indicating that it will exceed 200 billion RMB by 2025, driven by events like BilibiliWorld2025 and increasing consumer engagement [3] - The distinction between official and unofficial merchandise is crucial, as consumers show a strong preference for authentic products, leading to significant price differences [4][5] Group 1: Market Dynamics - Xianyu's report indicates that 250,000 pain bags were sold in a year, with over 90% of buyers being female and more than 70% being post-95s [1] - The price range for pain bags is between 30 RMB and 200 RMB, making them accessible to students, which contributes to their popularity [2] - The "pain economy" has created a complex supply chain, with rising sales of related products like anime badges and custom stickers [5] Group 2: Consumer Behavior - Young consumers view pain bags as more than just decorative items; they serve as emotional tokens that enhance their daily lives [6] - Social media plays a significant role in the culture, with users showcasing their pain bags as a form of social currency [2] - The emotional connection to the merchandise drives consumers to purchase more, often leading to a collection of items that may not be used practically [5][6] Group 3: Industry Challenges - The prevalence of counterfeit products poses a risk to the market, as consumers are often misled into purchasing lower-quality items [4][5] - There is a growing concern about the practicality of merchandise, as many items are seen as decorative rather than functional [5] - The industry faces challenges in maintaining a balance between consumer enthusiasm and the potential for market saturation or exploitation [6]

Core Insights - The "Guzi Economy," referring to merchandise derived from popular IPs in anime, games, and films, is experiencing significant growth in China, with a market size projected to reach 168.9 billion yuan in 2024, representing over 40% growth from 2023, and expected to exceed 300 billion yuan by 2029 [1][2] Demand Side Analysis - The primary consumer base driving the "Guzi Economy" consists of the younger generation, particularly those born in the 1990s and 2000s, who are characterized by a strong desire for self-expression and emotional fulfillment, leading to lower price sensitivity and inelastic demand for these products [1][2] Supply Side Analysis - The flourishing cultural industry in China is producing a wealth of quality IPs, while a robust manufacturing supply chain enables efficient production of various merchandise. Marketing strategies such as limited releases and collaborations create artificial scarcity, further stimulating consumer demand [2] Economic Impact - The rise of the "Guzi Economy" not only diversifies consumer choices for young people but also injects new momentum into the cultural industry, transforming niche interests into substantial economic sectors and showcasing significant economic vitality and growth potential [3]

Core Viewpoint - The article highlights the booming live-streaming card-selling industry in China, showcasing the lucrative opportunities and the underlying issues related to the market's growth and practices. Group 1: Market Overview - The domestic collectible card market has seen rapid growth, surpassing 10 billion RMB in 2022, compared to just 700 million RMB in 2017 [11] - The popularity of collectible cards is evident on social media platforms, with various types of cards, including sports, anime, and movie characters, gaining significant attention [9] - The market has led to a surge in employment opportunities, with many individuals, especially young women, entering the live-streaming card-selling business [14] Group 2: Sales Dynamics - Live-streaming sessions typically start early in the morning, with hosts like Xiao Liang selling over 100 packs of cards in a single session, achieving monthly sales of around 40,000 RMB [7][8] - The pricing of card packs ranges from 8 to 15 RMB, with rare cards being highly sought after, creating a gambling-like atmosphere for buyers [5][6] - The top performers in the industry can achieve monthly sales exceeding 200,000 RMB, with the overall company sales estimated at around 2 million RMB monthly [8][13] Group 3: Consumer Behavior - The trend of card collecting has permeated various age groups, with children and adults alike participating in the craze, often leading to significant monthly expenditures [16][18] - The phenomenon has influenced consumer behavior, with parents expressing concern over their children's spending habits on cards [16] - Many adults engage in card collecting not out of nostalgia but simply for the thrill of the gamble, spending substantial amounts in the process [18][20] Group 4: Ethical Concerns - The industry faces ethical dilemmas, including the sale of "second creation cards," which are unauthorized reproductions that blur the lines between legitimate and counterfeit products [25][27] - There are reports of individuals spending their savings on these cards, only to find they have purchased low-value items, raising concerns about consumer protection [28][30] - The practices of manipulating card sales and the pressure to perform in a competitive environment have led to a culture of deception within the industry [24][33] Group 5: Future Outlook - The article suggests that the current card craze may not be sustainable, as many participants may end up feeling exploited or disillusioned by the industry's practices [30][34] - The shift towards purchasing second-hand cards is becoming more common, as consumers seek transparency and value in their transactions [34][35]

Core Insights - The rise of furry costumes in the anime community has led to a significant increase in demand, with orders surpassing previous years [1][6] - Custom furry costumes can cost up to nearly 10,000 yuan, reflecting the trend towards personalized and handmade products [2][6] - The furry costume trend is supported by parents, particularly those from the '80s generation, who understand their children's interests in anime and character representation [7][8] Industry Trends - The furry costume market is experiencing a shift from traditional cosplay to more personalized furry outfits, with a focus on custom designs [6][8] - The production process for these costumes is labor-intensive, often taking weeks to complete a single piece, which emphasizes the artisanal nature of the industry [6][8] - The practicality of furry costumes for repeated use in various social settings is contributing to their popularity among children and teenagers [8] Consumer Behavior - Parents are increasingly involved in the furry costume trend, often commissioning custom pieces for their children to enhance bonding experiences [7] - The costumes serve as a means for children to express their identities and connect with peers, indicating a social aspect to the purchasing behavior [7][8] - The demand for furry costumes is primarily coming from regions like Jiangsu, Zhejiang, and Shanghai, highlighting geographic trends in consumer interest [8]

Core Insights - The article discusses the booming second-hand trading market for anime and gaming merchandise, highlighting the volatility in prices and the impulsive buying behavior of consumers in the "二次元" (two-dimensional) culture [1][5][12] - It emphasizes the dual nature of consumers as both buyers and sellers, often leading to a cycle of impulsive purchases followed by attempts to recoup costs through resale [31][46] Group 1: Market Dynamics - The second-hand market for anime merchandise has seen significant fluctuations, with items like character badges experiencing price drops from thousands to hundreds of yuan [1][5] - The rise of IP (intellectual property) economy has led to an increase in merchandise availability, with consumers often engaging in impulsive buying, resulting in a vibrant second-hand trading environment [5][12] - Platforms like Xianyu (闲鱼) and Qidao (千岛) have become central to this trading ecosystem, with Xianyu reporting a user base of 105 million and a 75% year-on-year increase in transaction volume [50][49] Group 2: Consumer Behavior - Consumers often engage in "blind box" purchases, where they buy merchandise without knowing the specific items they will receive, leading to a gambling-like mentality [32][37] - The article notes that many sellers are also significant buyers, with profits from sales often reinvested into new merchandise, perpetuating a cycle of consumption [31][46] - The community aspect of platforms like Xiaohongshu (小红书) plays a crucial role in influencing purchasing decisions, with users often showcasing their collections and purchases [54][52] Group 3: Challenges and Risks - The second-hand market faces challenges such as counterfeit products, high uncertainty due to the involvement of minors, and complex unwritten rules within the community [14][56] - The article highlights the need for better regulation and service standards on trading platforms to address these issues and ensure sustainable market growth [56] - Concerns are raised about the long-term viability of the second-hand market, which heavily relies on the popularity of anime IPs, suggesting that a lack of new content could lead to market decline [56]

Core Insights - The company achieved over 10 billion in revenue within a year, with a net profit of 4.4 billion, indicating strong financial performance in the collectible card game market [1] - The company has successfully dominated the market, capturing 90% of the spending from children under 15 years old, showcasing its significant influence in this demographic [1] Company Focus - The company primarily targets popular intellectual properties (IPs) such as Ultraman and My Little Pony, which are key drivers of its success in the collectible card game sector [1]