如何用一个词形容2025年的动漫产业？ 河豚君把这个问题抛给了圈内人。答案各异，但核心就两点：一是冰火两重天，二是变局藏身后。 先看火。开春，《哪吒之魔童闹海》狂揽154.4亿，直接预定全球年冠。随后，《浪浪山》《罗小黑2》《疯狂动物城2》接力轰炸。动画电影这把火，硬 是从年初烧到了年尾。 AI漫剧，更火。年初，它还只是众多互联网平台PPT里的一个概念；年底，几部10亿级爆款已经杀出重围。短剧走了三年的路，AI一年就跑完了。唯一遗 憾的是，还没出现一部全民级的"破圈"神作。这个悬念，留给2026。 火说完了，冰在哪？在电视动画和番剧。平台采购收缩，逼得传统动画公司只有两条路：要么死磕精品和年番，要么出海，去赚全世界的钱。 冰火交织，就是变革。现在，没人能拒绝AI，迪士尼也不行。大家都在抢IP衍生的红利——哪吒能吃，狐尼克能吃，韩立也能吃。 结论来了，2025年是动漫产业全面爆发，并寻求新范式的一年。小娱将从以下四个方面进行解读，看看动漫产业在这一年里究竟发生了些什么。 这是「2025文娱年终总结」的第三篇，后续我们还将关注剧集、AI领域的2026最新趋势。 #本文已采访六位相关人士，他们也是「娱乐资本论」20 ...

Group 1: Overview of the "Childish Economy" - The "Childish Economy" is driven by the trend of "self-rejuvenation," where adults consume childlike products to cope with real-life uncertainties, reflecting emotional consumption[3] - The popularity of the "Childish Economy" has increased by 26% compared to the previous year, with social media engagement reaching 108,212,508 interactions in 2025[11] - Key consumer segments include "Circle Followers" (44.4%), "Pressure Experience Seekers" (36.2%), and "Compensatory Healers" (19.4%)[43] Group 2: Consumer Behavior and Preferences - Consumers are drawn to products that evoke childhood memories, such as blind boxes, miniature landscapes, and electronic pets, which serve as emotional outlets[10] - Emotional values sought by consumers include surprise, companionship, healing, and nostalgia, with surprise being a significant driver[26][27] - The "Compensatory Healers" segment shows a 564% increase in interest in AI smart companion toys from 2024 to 2025, indicating a growing demand for emotional support products[82] Group 3: Social Media Marketing Insights - Marketing strategies on platforms like Xiaohongshu focus on community resonance and lifestyle presentation, with a 73.2% increase in commercial posts and a 52.2% increase in spending over the past year[93] - On Douyin, the most effective content types include blind box unboxing, creative storytelling, and immersive scene content, which enhance consumer engagement[112] - The emotional and sensory experiences provided by products are crucial for attracting consumers, with ASMR and immersive storytelling being particularly effective[119][123]

Core Insights - The report highlights the emergence of the "Childish Economy" as a mainstream emotional consumption trend, where adults engage in playful consumption to counteract real-life uncertainties and achieve emotional satisfaction. The social media volume related to this trend is projected to grow by 26% in 2025 compared to the previous year [1][4][12]. Group 1: Characteristics of the "Childish Economy" - The "Childish Economy" is defined as a psychological compensation mechanism for young people in fast-paced lifestyles, where they consciously consume nostalgic and joyful items to alleviate past regrets and current pressures [7][12]. - Three main consumer groups are identified: - "Circle Followers," primarily Gen Z, who build social identities through symbolic consumption and seek community belonging [4][17]. - "Pressure Experience Seekers," mainly urban white-collar workers and students, who use immersive experiences like building blocks and miniature models for instant stress relief [4][17]. - "Compensatory Healers," typically middle-aged individuals, who consume nostalgic toys and retro snacks to heal childhood emotional gaps [4][17]. Group 2: Social Media Marketing Insights - Social media platforms exhibit distinct characteristics in marketing the "Childish Economy": - Xiaohongshu focuses on community resonance and lifestyle promotion, with strong engagement in narrative and DIY tutorial content [1][4]. - Douyin emphasizes resonant storytelling and immersive content, with unboxing videos and creative short dramas gaining significant traction [1][4]. - Brands leverage IP collaborations, celebrity endorsements, and immersive experiences to connect with consumers, making emotional value and contextual presentation central to marketing strategies [1][4]. Group 3: Popular Product Categories - Popular product categories within the "Childish Economy" include blind boxes, cotton dolls, trendy toys, and stress-relief items, characterized by dopamine-inducing colors, miniaturization, and soft textures [1][11][14]. - Consumers seek emotional values such as surprise, companionship, and healing through these products, with a notable interest in items like electronic pets and nostalgic snacks [11][12][14].

Core Insights - The "Childish Economy" has evolved from fragmented discussions on social media into a significant consumer and cultural trend, characterized by adults consuming childlike products to cope with real-life uncertainties, with a year-on-year growth of 26% in popularity [1][4][12] - This trend is driven by psychological compensation needs among young people in high-pressure, fast-paced lifestyles, focusing on emotional values such as healing, surprise, and companionship [1][4][12] Consumer Segmentation - The core consumer groups are categorized into three types: - "Circle Followers" (44.4%): Primarily Gen Z, they build social identities through symbolic consumption, seeking community recognition [1][4][17] - "Pressure Experience Seekers" (36.2%): Mostly urban white-collar workers and students, they use immersive experiences like building blocks and ASMR for immediate stress relief [1][4][17] - "Compensatory Healers" (19.4%): Mainly middle-aged individuals, they purchase nostalgic toys and retro snacks to fill emotional voids, with AI companionship toys seeing a 564% increase in popularity [1][4][17] Social Media Marketing Insights - Social media platforms exhibit distinct characteristics in marketing the "Childish Economy": - Xiaohongshu (Little Red Book) shows a 73.2% increase in commercial ad volume and a 52.2% increase in ad spending, focusing on community resonance and lifestyle presentation [1][4][11] - Douyin (TikTok) has a 36.2% increase in ad volume and a 26.9% increase in spending, with narrative-driven content and immersive ASMR videos being particularly popular [1][4][11] Emotional Value and Product Characteristics - Consumers in the "Childish Economy" seek emotional values such as order, surprise, healing, and nostalgia through their purchases [1][4][13] - Visual characteristics of products include "dopamine colors," miniaturization, and soft textures, which evoke feelings of joy, control, and safety [1][4][14] Popular Product Categories - Key product categories in the "Childish Economy" include blind boxes, cotton dolls, miniature models, and stress-relief toys, which are designed to provide emotional value and immersive experiences [1][4][11][12]

Core Viewpoint - The article discusses the competition among fans to secure concert tickets for popular artists like Mayday in Beijing and Jay Chou in Shanghai, highlighting the significance of celebrity IPs and their potential value beyond the artists' active careers [1] Group 1: Concert Ticket Competition - Fans are actively competing to purchase concert tickets, indicating a high demand for live performances by popular artists [1] - The struggle to secure tickets reflects the cultural importance of these events and the emotional connection fans have with the artists [1] Group 2: Celebrity IP Value - The article raises the question of whether celebrity IPs diminish in value as the artists' careers progress or if they continue to hold significant worth [1] - The mention of merchandise, such as plush toys, suggests that celebrity IPs can generate revenue through various channels beyond live performances [1]

Core Insights - The cotton doll market has rapidly evolved from a billion-yuan scale to a hundred-billion-yuan scale, reflecting the changing emotional needs and consumption logic of the younger generation [1][5] Market Dynamics - The core consumer group for cotton dolls primarily consists of Generation Z females, anime enthusiasts, and students seeking a sense of "nurturing" [3] - The popularity of cotton dolls on social media platforms is significant, with Douyin's related topics reaching 11.95 billion views and Xiaohongshu's topics at 6.66 billion views as of September 2, 2025 [2] Emotional Value - Emotional value is identified as the key driver of consumer interest, as consumers increasingly seek products that provide positive emotional experiences [5][7] - The cotton doll's appeal lies in its playability, companionship, and social attributes, allowing for personalized styling and fostering tight-knit communities among enthusiasts [5][7] Market Growth and Challenges - The cotton doll category has seen double-digit growth year-on-year in transactions, with over 50% increase in new online products in the last 30 days [4] - However, the industry faces challenges such as intellectual property protection, with counterfeit dolls impacting original designs and consumer experience [6][7] Future Trends - The market is expected to see a rise in professional brands with stronger supply chain management, design capabilities, and brand marketing, alongside collaborations with popular IPs [8] - There is a growing awareness among young consumers regarding copyright issues, leading to a collective resistance against counterfeits [7][8]

Core Viewpoint - The article discusses the rise of emotional consumption as a driving force in consumer behavior, highlighting how consumers are increasingly seeking products and services that provide emotional satisfaction and fulfillment rather than just material needs [3][4]. Group 1: Emotional Consumption Trends - Emotional consumption is becoming a significant trend, with consumers willing to pay for products that offer positive emotional experiences such as relaxation and a sense of belonging [3][4]. - The young consumer demographic is particularly engaged in emotional consumption, with significant growth in categories like toys and EDC (Everyday Carry) items, indicating a shift towards products that provide emotional value [1][2]. Group 2: Market Dynamics - The emotional consumption market is diverse, encompassing physical goods and virtual services, with a notable increase in the popularity of collectible toys and emotional wellness services [4][6]. - Companies like Pop Mart are experiencing substantial growth, with projected revenue increases of 165% to 170% year-over-year for Q1 2025, indicating strong market demand for emotional products [4]. Group 3: Consumer Behavior Insights - Data shows that emotional products are being integrated into daily life, with consumers using toys as decorative items and sources of emotional connection [1]. - The EDC market has seen a transaction scale exceeding 150 million on platforms like Taobao, with the fastest growth among consumers aged 18 to 24, reflecting a broader trend of seeking emotional outlets through tangible items [2]. Group 4: Industry Challenges and Recommendations - The rapid growth of the emotional consumption market has led to challenges such as data privacy concerns, inconsistent service quality, and misleading marketing practices [6][7]. - Experts suggest the need for regulatory frameworks to ensure consumer protection and to establish clear standards for emotional products, differentiating between entertainment, therapeutic, and medical claims [7].

Core Insights - The rise of cultural consumption through doll clothing customization reflects a growing trend where traditional culture is integrated into modern life, creating vibrant new cultural consumption scenarios [2][4][10] Group 1: Cultural Integration and Consumer Engagement - Dolls dressed in ethnic costumes are increasingly popular on social media, showcasing the integration of traditional culture into contemporary lifestyles [2] - Workshops like "瓯骆工坊" are responding to consumer demand for customized doll clothing, with significant increases in orders during cultural festivals [4][5] - The customization process allows consumers to participate in product development, enhancing engagement and satisfaction [5] Group 2: Market Trends and Product Development - The popularity of ethnic doll clothing has led to a surge in demand, with "瓯骆工坊" averaging 30 sets of doll clothing made daily and 200 online orders [5] - Designers are exploring historical inspirations for doll clothing, as seen in the work of young entrepreneurs who create culturally themed outfits based on extensive research [6][7] - The trend is not limited to local markets; products like "壮锦娃娃" are gaining international attention, indicating a broader market potential [8] Group 3: Consumer Preferences and Cultural Significance - Consumers are increasingly interested in diverse ethnic styles for their dolls, reflecting a desire for cultural representation and storytelling through fashion [9][10] - The customization of doll clothing is seen as a more sustainable and playful alternative to traditional travel souvenirs, appealing to both local and international tourists [10] - There is a call for more authentic cultural representations in doll clothing, emphasizing collaboration with experts to ensure quality and cultural accuracy [10]

Core Viewpoint - The article discusses the collapse of the secondary market prices for new consumer products, particularly focusing on the Labubu collectibles, and highlights the speculative nature and risks associated with new consumption trends in the market [1][4]. Group 1: Market Dynamics - Labubu's secondary market prices have plummeted by approximately 50%, with the price of a complete set dropping from 1500-2800 yuan to 650-800 yuan [1]. - Similar price volatility has been observed in other collectible brands like Bearbrick and Molly, where prices have seen drastic reductions of 60%-80% over the years [5][6][8]. - The article notes that the trading behavior in the secondary market is often driven by speculative practices, including "hunger marketing" and the manipulation of perceived scarcity [14][16]. Group 2: Consumer Behavior - Consumers are encouraged to recognize the "scarcity illusion" and set rational spending limits, as many products are priced significantly above their actual production costs [22][23]. - The article emphasizes the importance of maintaining transaction records and engaging in legitimate trading environments to avoid falling victim to speculative bubbles [25]. Group 3: Industry Practices - The article points out that companies often engage in practices that create artificial scarcity, such as claiming limited releases while adjusting production dynamically [16]. - There is a call for the industry to establish transparent probability mechanisms and focus on the intrinsic value of products rather than marketing gimmicks to ensure sustainable growth [26][29]. - Regulatory changes are anticipated, with new guidelines set to limit sales to minors and enforce transparency in product pricing and probability disclosures [28].

Core Insights - The young consumer power is increasingly evident in the toy and trendy toy market, with explosive growth in sales and a significant number of merchants achieving high sales milestones during the Tmall 618 event [1][4][12] Market Performance - As of June 12, 2023, the Tmall toy and trendy toy industry saw six merchants surpassing 100 million yuan in sales, nearly 100 merchants exceeding 10 million yuan, and 16 products breaking the 10 million yuan mark [1] - The industry experienced a three-digit year-on-year growth for over 2,400 Tmall trendy toy stores, with the number of merchants surpassing last year's 618 event [1][4] Market Share and Growth - Tmall's trendy toy market holds a dominant 70% market share, nearly three times that of the second competitor, indicating a strong competitive position [4][6] - The category of blind boxes, figurines, and related products saw a staggering 71.5% growth year-on-year in May 2023 [4] Consumer Trends - The "Guzi" (domestic trendy toys) market is outpacing the "Rizi" (Japanese trendy toys) market in both transaction volume and growth rate, with a significant increase in overseas orders [7][8] - The EDC (Every Day Carry) toy category has surpassed 150 million yuan in sales, with a notable increase in male consumer engagement [9][12] Product Launches and Sales - Tmall introduced approximately 20,000 new products from around 2,000 IPs during the 618 event, with several stores achieving over 10 million yuan in sales on launch day [7][8] - The "LABUBU" brand saw significant interest, with related searches exceeding 500,000 and sales surpassing 1 million yuan in May 2023 [10] Cultural Impact - The popularity of domestic IPs is driving sales growth, with a notable increase in transactions for products related to films and celebrities [8] - The Tmall platform is recognized as the leading platform for trendy toys, influencing brand strategies across the industry [12]