□本报记者 齐亚琼 2025年的郑州，"谷子经济"（即动漫、游戏等流行文化IP周边商品经济）如一阵热潮席卷而来：上半年 吹热了商圈街巷，下半年渐归理性。在潮起潮落间，勾勒出情绪经济的发展脉络与商业本质。 从漫展上人头攒动的"集邮"场景，到商圈里次第绽放的谷子店，再到年末市场的冷静调整，这一 年，"谷子经济"在郑州完成了从"谷子狂欢"到"行业深耕"的市场转变。 半年后再次回访河南探十里商业管理有限公司董事长司小伟，这位"商业老炮"依然保持他专业、严谨的 行事风格。从行业发展的底层逻辑出发，他剖析了"谷子经济"的市场变化。 热潮之下，是Z世代的热爱与共鸣。记得采访中，"三月兽"品牌销售人员王雅琪能对每一张卡牌的角色 内涵如数家珍，大上海城的咖啡师万莉则把逛谷子店当作释放压力的出口。这些"00后"因热爱入局，让 一枚"吧唧"、一个立牌超越了商品本身，成为承载情感价值的精神载体。 他的判断点透行业本质：新事物兴起时，总会有看热闹的跟风者与真正的热爱者，但最终留下的，必然 是遵循健康运营逻辑、符合市场规律的从业者。 有行业分析，"谷子"成为Z世代的社交货币，中国谷子经济规模预计2029年将超3000亿元。但作为经济 细 ...

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]