手机号 15769519125 2025 年 中国二次元文化 行业市场研究报告 主编：雷静兰 编辑：张潞玮 商业合作： collaboration@shuoyuanconsulting.com 1 / 36 1.行业概述 1.1 二次元文化定义及范围 二次元文化，源自日本的"二次元"（2D）概念，最初指的是以二维平面视觉 表现形式为主的艺术作品，主要包括动漫、漫画、游戏等内容。随着时间的推 移，二次元文化逐渐发展成为一种独特且广泛的文化现象，涵盖了从内容创作 到衍生产业的完整生态体系。二次元文化的核心在于对虚拟世界的热爱与沉浸， 粉丝们通过对角色的喜爱和故事情节的共鸣，形成了强烈的文化认同感和社区 归属感。粉丝社区不仅是信息和资源的交流平台，更是情感互动和创造力发挥 的重要场所。随着互联网技术的高速发展，二次元文化的传播方式和表现形式 也在不断革新。数字平台为二次元内容的分享和交流提供了便利，使得这一文 化现象能够迅速扩散到全球范围内。二次元文化也促进了跨界合作的兴起，不 同领域的艺术家、技术专家和商业机构共同参与，推动了文化产业链的多元化 发展。服装设计、音乐制作、影视改编甚至旅游产业都与二次元文化紧密结合 ...

Core Insights - The article discusses the unique economic phenomenon in China where seemingly useless items are sold at high prices, indicating a shift in consumer behavior towards emotional spending rather than traditional necessities [2][4]. Group 1: Demographics and Consumer Behavior - The single population in China has reached 240 million, expected to exceed 300 million next year, while the population aged 60 and above has surpassed 310 million, together accounting for nearly half of the country's population [2]. - These demographics represent a significant shift in consumer behavior, as they are the first generation in China with disposable income that can be spent on personal desires rather than family obligations [2][4]. Group 2: Economic and Social Changes - The rise of the single population is attributed to changes in production methods and women's economic independence, leading to a transformation in marriage and family structures [4]. - The emotional consumption trend has emerged, where individuals are willing to spend significantly on non-essential items that provide emotional satisfaction, such as collectibles and pet products [4][5]. Group 3: Market Trends - The pet economy has reached 279.3 billion, projected to exceed 360 billion next year, reflecting the growing trend of emotional spending [5]. - The "one-person economy" is thriving, with products and services tailored to individual lifestyles, indicating a shift in consumption patterns [5]. Group 4: Emotional Value as a New Consumption Trend - Emotional value is identified as a new consumption trend, where products provide psychological satisfaction rather than just material utility [8]. - The emergence of a third type of value, "emotional value," is reshaping the market, driven by changes in economic conditions, consumer independence, and technological advancements [8][9]. Group 5: Implications of Social Change - The silver economy is projected to surpass 12 trillion, with expectations to reach 50 trillion, indicating a significant market opportunity in catering to the elderly population [9]. - The article highlights the societal transformation resulting from the liberation from traditional structures, leading to increased individualism and, consequently, loneliness [9][11]. Group 6: Future Outlook - The article suggests that the future of consumption will focus on emotional products, as the need for emotional fulfillment becomes a primary driver of spending [11]. - The market is adapting to meet the emotional needs of consumers, indicating a shift in the economic landscape towards providing emotional support and companionship [11].

Group 1 - The concept of "搭子" (partner) reflects a modern social principle where individuals seek functional yet lightweight intimate relationships, desiring closeness while remaining emotionally distant [1] - The rise of AI has shifted perceptions, with humans increasingly forming attachments to non-human entities, as they appreciate the unique qualities that these entities possess [1][2] - Plush toys have significant emotional, social, and collectible value, with a survey indicating that nearly 70% of both children and adults carry plush accessories for comfort [3][5] Group 2 - Birdwatching is becoming more popular among young people, with a report indicating that discussions related to birdwatching on social media have exceeded 7 million, and the number of related posts in the past year is 1.2 times that of the previous decade [6] - The hobby of birdwatching is becoming more accessible and enjoyable, allowing individuals to connect with nature without the need for complex equipment [6][9] - The market for figurines, particularly hand-made models, remains stable, with enthusiasts actively purchasing and collecting various styles, indicating a strong emotional connection to these items [10][12] Group 3 - The concept of "digital life" has evolved since its introduction by pioneers like Alan Turing, suggesting that digital entities may soon possess self-replicating capabilities, leading to a new era of digital existence [19] - Virtual YouTubers (VTubers) have gained immense popularity, creating significant business opportunities and blurring the lines between virtual and real-life influencers [21][23] - The term "virtual idol" has evolved over time, with the year 2020 marking a significant rise in their popularity, as they provide a stable presence in the entertainment industry [24][26]

Group 1 - The cultural industry is experiencing new opportunities for development due to the increasing demand for cultural consumption as living standards improve, aligning with the pursuit of a better life and promoting high-quality economic development [1] - The government should optimize top-level design and create a favorable policy environment to enhance regional cultural influence through planning, platform building, and rule formulation [2] - A comprehensive policy and support system should be established, including financial support, tax incentives, and the development of cultural financial products to lower operational costs for cultural enterprises [2] Group 2 - Adjusting the spatial layout of the cultural industry involves evaluating regional cultural resources and infrastructure to identify potential development areas and establish functional zones with core industries [3] - Cultural cooperation mechanisms between regions can enhance market competitiveness through resource sharing and collaborative project development [3] Group 3 - Deeply exploring and refining core cultural resources is essential for regional cultural industry development, with a focus on creating original cultural IP and developing related products to attract younger demographics [4] - Utilizing advanced technologies like holography and virtual reality can create immersive cultural experiences, expanding economic growth opportunities [4] Group 4 - Cultivating professional talent is crucial for the innovative development of the cultural industry, with educational institutions needing to adapt curricula to meet industry demands [5] - Collaboration between universities and enterprises can enhance talent training, ensuring graduates are prepared for relevant roles in the cultural sector [5] Group 5 - Improving talent incentive mechanisms is necessary to attract high-level and scarce talents, addressing issues such as housing and education to foster a sense of belonging [6] - Encouraging enterprises to use equity and profit-sharing incentives can promote active participation in cultural innovation, driving regional economic growth [6]

Core Insights - The first International Animation Month in Shanghai will take place from July 4 to August 10, 2025, featuring multiple animation exhibitions that are expected to attract hundreds of thousands of domestic and international visitors [1][3] - The event has transformed animation exhibitions into a significant urban attraction, with high demand for tickets and surrounding services [1][3] Industry Impact - The exhibition area for this year's event exceeds 135,000 square meters, with participation from 800 companies across 37 countries and regions, indicating a strong international presence [4] - During the event week, hotel bookings in the vicinity reportedly increased by 475% year-on-year, showcasing the economic impact on local hospitality [3] Consumer Behavior - The integration of animation elements into traditional shopping areas has led to the emergence of pop-up stores and themed markets, enhancing consumer engagement [9][10] - The emotional value derived from dressing as favorite characters and participating in themed events is driving a new form of consumer spending known as "emotional consumption" [10] Sales Performance - In the first half of 2025, a shopping mall in Shanghai hosted 55 animation-themed pop-up events, generating sales of 82 million yuan, with total revenue from related merchandise reaching 140 million yuan, an increase of approximately 85% compared to the same period in 2024 [19] - A shopping mall in Hangzhou reported that over 50% of its stores are now dedicated to animation brands, resulting in a 151.7% increase in foot traffic and a 161.2% increase in sales year-on-year in the first half of 2025 [21] Market Growth - The number of users in China's broader animation market surged from 210 million in 2017 to 526 million in 2025, with the market for related merchandise expected to reach 652.1 billion yuan [23] - The animation economy, driven by IP value and emotional consumption, is reshaping traditional business models and creating a new ecosystem that fosters user engagement and industry collaboration [25]

Core Insights - The youth demographic is becoming a leading force in the consumption and cultural tourism sectors, shaping new trends and experiences [2] - The concept of "self-indulgent consumption" is rapidly becoming a necessity for young people, reflecting their desire for meaningful experiences [2] Group 1: Consumption Trends - The camping economy in China is projected to reach a core market size of 133.4 billion yuan in 2024, with expectations to exceed 248.32 billion yuan by 2025, contributing to an overall market size of 1.44 trillion yuan [4] - The blind box market is expected to reach 58 billion yuan by 2025, capturing 65% of the global market share, with a compound annual growth rate of 28% [4] - The "谷子经济" (Guzi economy) has seen its market size grow from 120.1 billion yuan in 2023 to 168.9 billion yuan in 2024, with projections to surpass 300 billion yuan by 2029 [4] Group 2: Emotional and Experiential Consumption - Young consumers are increasingly valuing emotional experiences over traditional products, seeking "emotional necessities" through their purchases [16][20] - The rise of immersive experiences in cultural entertainment, such as theater and concerts, has led to significant increases in local economic activity, with hotel bookings spiking by 300% during concert tours [8] - The trend of self-improvement is evident, with over 60% of buyers of knowledge-based courses being under 30, indicating a strong interest in personal development [10] Group 3: Dual Consumption Logic - A report indicates that over 40% of young consumers engage in price comparison before purchasing, while 24.9% do not set a budget for experiential activities [12][15] - This duality reflects a reordering of values, where young people balance frugality in daily spending with a willingness to pay for unique experiences [15] - The consumption of emotional experiences serves as a quick remedy for loneliness and anxiety in a fast-paced, high-pressure environment [20][21] Group 4: Social and Emotional Needs - The demand for emotional connection and support is driving new consumption patterns, as young people seek immediate psychological relief through purchases [17][20] - The need for a robust social support system is highlighted, suggesting that emotional spending may be a response to the inadequacies of traditional social networks [23] - The complexity of young consumers' choices reflects broader societal issues, emphasizing the need for accessible emotional support and community engagement [23]

Group 1: Core Economic Focus - The central economic work conference prioritizes "boosting consumption, improving investment efficiency, and expanding domestic demand" as the main focus for 2025 [1] - Financial institutions are expected to play a crucial role in supporting consumption through innovative solutions [1] Group 2: Silver Economy - By 2030, the population aged 60 and above in China is projected to exceed 400 million, with the pension industry market size expected to reach 13 trillion yuan [3] - The silver economy is becoming a core battleground for consumer finance, driven by the high education level, net assets, and internet penetration of the "60s" generation [3] - Health management services are a key consumption target for the elderly, with personalized health records and one-stop services being developed [3] Group 3: Green Health - The dual drivers of "dual carbon" goals and public health awareness are leading to a growing emphasis on green, low-carbon, and healthy consumption [4] - The transportation sector is experiencing a green transformation, with increasing sales and ownership of electric vehicles and the rise of battery swap services [4] - The food consumption sector is also embracing green trends, with organic products and low-carbon menus becoming popular among consumers [5] Group 4: Emotional Consumption - Emotional value is becoming a new focus in consumer spending, particularly among the younger generation, especially Generation Z [6] - The market for two-dimensional culture has evolved into a trillion-yuan market, with blind box economy gaining popularity among young consumers [6] - The pet economy is significant, with new business models like pet cafes and theme parks emerging to cater to pet lovers [6] Group 5: Artificial Intelligence - The integration of artificial intelligence in consumer sectors is accelerating, particularly in smart home technology [7] - AI is transforming entertainment consumption, with virtual idols and immersive experiences becoming more prevalent [7] Group 6: New Consumption Opportunities - The silver economy, green health consumption, emotional value consumption, and AI-driven consumption present significant market potential [8] - Insurance companies are exploring long-term care insurance and innovative pension products to cater to the elderly [8] - Financial institutions are increasingly engaging with Generation Z through co-branded credit cards and tailored financial services [8] Group 7: Future Consumption Trends - Future consumption scenarios will diversify based on the characteristics of different demographic groups, with education and cultural products being key for youth [9] - The demand for high-quality medical services and wellness products is expected to grow among middle-aged and elderly consumers [9] - Financial institutions are encouraged to develop services for rapidly evolving smart technology products to meet the increasing demand for personalized cultural experiences [9]