Group 1 - The core viewpoint of the article is that the "Guzi economy" is rapidly evolving, driven by a mature manufacturing chain, deepening digital infrastructure, and the emergence of young consumers, with the market expected to exceed 240 billion yuan by 2025 and 300 billion yuan by 2027 [1][11] - As of August 2025, the number of "pan-2D active users" reached 351 million, with "core 2D active users" at 92 million, indicating a significant engagement from younger demographics [1][13] - The interest user base for Guzi reached 30.17 million in August, with 12.36 million being active consumers, highlighting a strong market potential [1][13] Group 2 - The Guzi economy has transitioned from a subculture to a mainstream market, with women emerging as a significant consumer force [5][11] - The Guzi economy has established a closed-loop model, integrating upstream IP incubation, midstream product design, and downstream production and sales, which enhances IP popularity [2][8] - Young consumers are increasingly willing to pay for emotional tokens that allow them to touch, own, and display their interests, indicating a shift in consumption behavior [11][19] Group 3 - The rise of domestic IPs is driven by cultural confidence and industry maturity, with domestic IP content attention surpassing imported IPs by 26.7 percentage points as of August 2025 [27] - Successful domestic IPs like "Wang Wang Mountain Little Monster" and "Nezha 2" have amplified their popularity through deep development and immersive experiences [29][34] - The emotional resonance and character development of IPs are crucial for their appeal, with a large user base and active UGC creation driving the heat of gaming IPs [31][38] Group 4 - Guzi IP collaborations have become a standard marketing strategy for brands, providing benefits such as audience attraction and brand rejuvenation [45][48] - Brands are increasingly partnering with mature fan culture IPs to attract younger consumers, making IP collaboration a normalized marketing approach [50][51] - Successful IP collaborations create a self-reinforcing cycle of content exposure, emotional connection, consumption conversion, and asset appreciation [63]

Core Insights - The "Guzi Economy" is projected to exceed 240 billion yuan by 2025 and 300 billion yuan by 2027, driven by a mature manufacturing chain, deep digital infrastructure, and the rise of young consumers [4][17]. Market Overview - The Guzi Economy is transitioning from subcultural circles to the mainstream market, with a significant increase in interest and consumption among diverse user demographics [11][12]. - As of August 2025, the number of active users interested in Guzi reached 3.0174 million, with 1.2358 million being active consumers [18][20]. User Demographics - The core user base of the Guzi Economy is predominantly young, with 57.5% of users under 24 years old and a notable female user base making up 54.1% of interest users [5][20]. - The Guzi Economy is characterized by a blend of traditional "二次元" (2D) enthusiasts and a new generation of consumers who engage actively in both online and offline spaces [22]. Economic Drivers - Young consumers are motivated by "self-pleasure" and "collecting," which influence their purchasing decisions, leading to a growing market for emotional and collectible products [23][25]. - The "pain culture" has emerged as a significant trend, reflecting a strong desire for identity expression and personalization among young consumers [25][29]. Industry Development - The Guzi Economy has established a closed-loop model encompassing IP incubation, product design, and sales, which enhances the popularity of associated IPs [15][6]. - The rise of domestic IPs is notable, with a 55.1% interest in domestic content compared to 26.7% for imported IPs as of August 2025 [32][34]. Marketing Insights - Collaborations with established Guzi IPs have become a standard marketing strategy for brands targeting younger demographics, providing benefits such as audience engagement and brand rejuvenation [50][52]. - Successful marketing models include creating immersive consumer experiences and leveraging emotional connections through IP collaborations [60][66].