Core Insights - The event held at Shanghai Wanda Plaza for the 16th anniversary of "Jian Wang 3" attracted over 260,000 visitors, exceeding expectations [1] - The sales of official merchandise reached 550,000 yuan within two and a half days, with over 60 merchants collaborating to offer exclusive deals [1][5] - The immersive experience transformed the entire plaza into a themed environment, enhancing player engagement and driving foot traffic to local businesses [2][5] Group 1: Event Overview - The anniversary celebration featured extensive game-themed decorations across four buildings, creating an immersive experience for attendees [2] - Players dressed in cosplay were prevalent, with over 1,000 participants, enhancing the community atmosphere [2][3] - The event successfully integrated gaming culture with retail, leading to increased consumer spending in the area [5][6] Group 2: Merchandise and Sales - The "Xishanju Department Store" was established rapidly, becoming a focal point for merchandise sales, with long queues forming for popular items [5] - The "Tianjiang Hongyun. Qiyun Pool" product line was particularly well-received, prompting the store to halt queues to manage inventory [5] - Overall merchandise sales during the event reached 550,000 yuan, indicating strong demand for game-related products [5] Group 3: Local Business Impact - Local restaurants and cafes experienced a surge in customers, with themed menu items attracting attention [6][7] - Over 60 local businesses participated in the event, offering exclusive discounts to attendees, further stimulating local commerce [7] - The event's success may lead to the establishment of a permanent gaming-themed attraction in Shanghai, enhancing the city's appeal to gamers [7]

Core Viewpoint - The rapid rise of the "Guzi economy" is becoming a significant growth driver in the consumer sector, but competing on price alone may not expand the market size effectively [1][4]. Group 1: Market Overview - The "Guzi" economy, derived from the English word "goods," refers to merchandise related to the two-dimensional culture [4]. - The market size of China's Guzi economy is projected to reach 168.9 billion yuan in 2024, representing a 40.63% increase from 2023, with expectations to exceed 300 billion yuan by 2029 [4]. - The current Guzi economy in China is still in its early stages, with a significant portion of the market dominated by Japanese and Korean products [4]. Group 2: Industry Trends - Since 2020, game developers have begun to explore new avenues, with popular mobile games like "Arknights" and "Genshin Impact" driving the development of derivative products [6]. - The official flagship store of "Genshin Impact" generated approximately 150 million yuan in revenue in 2022, indicating the potential for significant earnings from game-related merchandise [6]. - The integration of game IPs with the Guzi economy is seen as a viable path forward, with a focus on product innovation and collaboration with physical retail [8][12]. Group 3: Challenges and Opportunities - The primary challenge for game IPs lies in the willingness of players to spend in-game but not necessarily purchase physical merchandise [14]. - There is potential for game-related products to emphasize their "monetary value" and "practical value," moving beyond simple decorative items to wearable merchandise that appeals to a broader audience [14]. - The industry may adopt strategies similar to Pokémon, utilizing derivative products and unrestricted collaborations to bridge the gap between virtual and real-world markets [12].