Core Insights - The report from Xianyu platform indicates a significant growth in the millet market, with a 105% increase in annual transaction volume in 2024, continuing into the first quarter of 2025 with record-breaking figures [1] - Domestic IP millet has taken the lead in this growth, surpassing Japanese IP millet by 1.2 times, reflecting a strong recognition of local culture among consumers and the rise of domestic cultural industries such as animation and gaming [1] Market Trends - The sales of Guofeng millet on Xianyu platform surged dramatically, with a 167% increase in the first quarter [3] - The Nezha IP millet emerged as a hot-selling item, with sales skyrocketing by 2346.2% [3] - The sales of millet related to the domestic animation "Fei Ren Zai" also showed impressive growth, with a 1003.5% increase [3] Consumer Demographics - The consumer profile in the millet market shows a notable shift, with female consumers dominating the market, increasing from 67% in 2023 to 78% in 2025 [3] - Young consumers, particularly those born after 2005, are becoming a significant force in millet consumption, with high purchasing frequency on Xianyu, averaging 2.9 purchases per month and spending over 100 yuan per transaction [3] - The average number of monthly consumers has seen a remarkable year-on-year growth of 97.2% [3]