Core Insights - The "Guzi Economy" in Zhengzhou has transitioned from a phase of exuberance to a more rational and mature market approach, reflecting the evolution of emotional economy and commercial essence [1] - The market is characterized by the engagement of Generation Z, who view products not just as commodities but as carriers of emotional value [1][2] - The industry is expected to grow significantly, with projections indicating that the scale of the Guzi economy in China will exceed 300 billion yuan by 2029 [2] Market Dynamics - The initial excitement surrounding the Guzi economy has given way to a more grounded phase, where businesses are focusing on sustainable growth rather than rapid expansion [1] - The shift from "wild growth" to "rational cultivation" is likened to the process of raising a child, emphasizing the need for businesses to develop independence and resilience [1] - The presence of both trend-followers and genuine enthusiasts in the market highlights the importance of adhering to sound operational logic and market principles for long-term success [2] Consumer Behavior - Generation Z is driving the Guzi economy, with their passion and emotional connection to products transforming them into social currency [2] - Emotional value is seen as an added benefit, but the fundamental aspects of cost-effectiveness and quality-price ratio are crucial for the sustainability of the Guzi economy [2] - The ability to convert emotional recognition into tangible consumer satisfaction is essential for the transition from short-term excitement to long-term prosperity [2]

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]