Core Viewpoint - The article discusses the rapid growth of the "谷子经济" (Guzi economy) driven by game IP collaborations, highlighting the unique consumer behavior and language within the community, as well as the challenges faced by group leaders in managing purchases and expectations [6][25][26]. Group 1: Guzi Economy Growth - The Guzi economy is projected to reach a market size of 168.9 billion RMB in 2024, with expectations to exceed 300 billion RMB by 2029 [26]. - Despite the growth in data, the increase in revenue is slowing down, indicating a saturation point in the market as collaborations become more frequent [27]. - The phenomenon of "联名" (collaboration) has led to a situation where various products are being marketed under game IPs, but the actual engagement with the games themselves is not translating into increased spending on the games [28][29]. Group 2: Consumer Behavior and Community Dynamics - The community has developed its own language and culture, making it difficult for outsiders to understand the dynamics, which includes terms like "妈咪" and "团咪" [6]. - Many consumers, referred to as "吃谷妹" (Guzi consumers), show limited interest in the games themselves, often preferring physical merchandise over in-game purchases [30][33]. - The article highlights a disconnect between the enthusiasm for physical products and the willingness to spend on the games, with many consumers opting for low-cost purchases in-game [30][33]. Group 3: Challenges for Group Leaders - Group leaders face significant challenges in managing group purchases, including dealing with last-minute cancellations and the pressure to ensure successful group buys [19][24]. - The responsibilities of group leaders can become burdensome, often leading to a situation where they are financially strained rather than profiting from their roles [23][24]. - The article notes that the increasing frequency of collaborations has made consumers more discerning, leading to potential backlash against companies if collaborations do not meet expectations [37].

Core Insights - The rapid growth of the "Guzi economy" is leading to a surge in group purchases and collaborations with game IPs, creating a unique consumer culture among young people [1][33][36] - Despite the booming market, the actual spending on game content remains low, indicating a disconnect between merchandise purchases and in-game spending [40][41][52] Group 1: Guzi Economy Dynamics - The Guzi economy is projected to reach a market size of 168.9 billion RMB in 2024, with expectations to exceed 300 billion RMB by 2029 [33] - The rise of group purchases has led to a specialized language within the Guzi community, making it difficult for outsiders to understand [3][5] - Players are increasingly engaging in blind box purchases, which creates a gamble-like experience, leading to mixed feelings among consumers [9][10][18] Group 2: Consumer Behavior and Preferences - Many consumers prefer to buy merchandise rather than invest in game content, with some spending limits set at around 30 RMB for in-game purchases [41][42] - The popularity of certain characters influences pricing, with rare characters commanding higher prices while less popular ones are sold at lower rates [14][15][17] - The community dynamics show that group leaders often face challenges in managing group purchases, including dealing with cancellations and ensuring successful transactions [24][31][32] Group 3: Market Trends and Challenges - The frequency of collaborations between game IPs and merchandise brands has increased, but this has led to consumer fatigue and heightened expectations [42][48] - Recent collaborations have sparked debates within the community, indicating a growing divide among players regarding the value of merchandise versus in-game content [44][51] - The sustainability of the Guzi economy is questioned as the novelty of collaborations wears off, emphasizing the need for game developers to focus on enhancing the core gameplay experience [52]