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“谷子”质量良莠不齐 市场监管部门已将二次元周边产品纳入日常监管
Xin Hua She· 2025-08-13 13:59
Core Insights - The "Guzi economy," referring to the consumption culture and economic form surrounding secondary dimension IP peripheral products, is projected to reach a market size of 168.9 billion yuan in 2024 and exceed 300 billion yuan by 2029 [1] Group 1: Market Overview - The "Guzi economy" is rapidly growing, with young consumers increasingly purchasing items like badges, standees, cards, and figurines, indicating a significant new consumption trend [1] - Concerns regarding the quality and safety of "Guzi" products have emerged alongside this growth, highlighting the need for regulatory oversight [1] Group 2: Quality Concerns - Reports indicate that the quality of "Guzi" products is inconsistent, with issues such as stains, paint peeling, severe color differences, and material shrinkage being common [2][4] - There are alarming claims of harmful substances, such as excessive formaldehyde, being present in these products, raising health concerns, especially for young consumers [4][5] Group 3: Sources of Poor Quality - Investigations reveal that substandard "Guzi" products often result from the use of unqualified materials and lack of proper quality certification [5][6] - Some products may contain harmful chemicals, including plasticizers and heavy metals, posing risks to health, particularly for children [7] Group 4: Sales and Regulation Issues - The market for "Guzi" products includes many items without proper certification, as sellers prioritize profit over compliance with safety standards [9][10] - New products in this category often fall into regulatory blind spots, lacking clear classification under existing safety standards, complicating oversight [11][13] Group 5: Regulatory Actions - Regulatory bodies in regions like Zhejiang and Beijing are beginning to take action to ensure the quality and safety of "Guzi" products, incorporating them into regular market supervision [14][15] - There is a call for the establishment of industry standards and enhanced monitoring of sales channels, including online platforms, to protect consumers [15]
2025年谷子经济行业专题报告:“谷子经济”崛起,IP为核,破圈新消费(附下载)
Sou Hu Cai Jing· 2025-08-07 13:35
Core Concept - The "Guzi Economy" is emerging as a new consumption engine driven by the preferences of Generation Z, focusing on the consumption culture and economic model surrounding secondary IP-related products [2][3] Market Scale - The Guzi Economy is experiencing rapid growth, with the market size for secondary derivative products expected to reach 1.689 billion yuan in 2024, a 40.6% increase from 2023, and projected to exceed 3 billion yuan by 2029 [3] - The number of Guzi-related products sold online is expected to reach 17 million units in 2024, a nearly fivefold increase year-on-year [3] Product Demographics - The Guzi product categories are diverse, with badges being the most popular, accounting for approximately 40% of the market, followed by card products at 30-40% [4] - The consumer base is predominantly female (61.39%), with a significant portion of consumers aged 18-25, indicating a trend towards younger demographics [4] Driving Factors - The Guzi Economy benefits from the "lipstick effect" and "Disney effect," where low-cost, high-emotional-value products attract consumers [5] - The rise of domestic IP and the maturity of supply chains are crucial for the growth of the Guzi Economy, with local IPs increasingly surpassing Japanese counterparts [6] - The integration of online and offline sales channels is a significant factor in driving traffic and sales growth [5][6] Industry Chain - The Guzi Economy's industry chain is centered around IP development and operation, with domestic IPs gaining prominence [6][7] - The sales channels are diversified, including online platforms, social media, and offline stores, with over 3,239 Guzi stores across at least 39 cities in China [8] Competitive Landscape - The global Guzi Economy is thriving, with Japan leading the industry, but Chinese domestic IPs are increasingly competing and differentiating themselves in the international market [10]
掘金“谷子经济”的核心是什么?
Group 1 - The core viewpoint of the articles highlights the emergence of the "谷子" economy in China, projected to reach a market size of 168.9 billion yuan in 2024, with a year-on-year growth of 41% [1][2] - The "谷子" market encompasses a variety of products including badges, cards, figurines, and other IP-licensed merchandise, with a structured supply chain involving upstream IP creators, midstream developers, and downstream retailers [1][2] - The demand for "谷子" products is driven by the expanding community of fans in the ACGN (Animation, Comics, Games, Novels) sector, with the user base expected to grow from 212 million in 2017 to 503 million by 2024 [4] Group 2 - The IP landscape in China's "谷子" market is dominated by Japanese and American IPs, which account for 38% and 22% of the top IPs respectively, while Chinese IPs make up 36%, primarily from gaming content [2][3] - The potential for growth in the "谷子" industry is significant, with improvements in IP conversion rates and an increase in the number of specialized players in the supply chain, including copyright agents and retail stores [4] - The interaction between "谷子" consumption and gaming content, along with the rise of social platforms for second-hand trading and community engagement, is expected to further stimulate demand [4]
谷子“变形记”,虚拟IP的实物载体催生千亿市场 | 解码千亿谷子经济
Sou Hu Cai Jing· 2025-06-04 11:18
Core Insights - The article emphasizes the rapid growth of the "Guzi economy," a derivative of the ACG (Animation, Comic, and Game) culture, which is becoming a new engine for economic growth in China, particularly in cities like Zhengzhou [1][2]. Industry Overview - The Guzi economy, which refers to merchandise related to IP (Intellectual Property) from the ACG culture, has seen a significant market expansion, with the market size projected to grow from 120.1 billion yuan in 2023 to 168.9 billion yuan in 2024, and potentially reaching 308.9 billion yuan by 2029 [1]. - The market was historically dominated by Japanese IPs, but the rise of domestic IPs like "Genshin Impact" and "Mo Dao Zu Shi" has shifted the market dynamics, increasing the share of domestic products [6][8]. Market Dynamics - The resurgence of the Guzi economy is linked to the social needs of ACG enthusiasts, leading to the establishment of dedicated stores and commercial spaces that cater to this demographic [3][9]. - The introduction of new product categories and collaborations with well-known brands has diversified the Guzi offerings, making them more integrated into everyday life [10]. Consumer Behavior - The primary consumers of Guzi products are fans of content-driven IPs, who view these products as emotional and social symbols, enhancing their identity and community belonging [9]. - The trend indicates a growing willingness among consumers to purchase practical items that also serve as expressions of their fandom, such as headphones and passport holders [10].
实探郑州市场:“躺赢”态势不再,“谷子经济”迈入洗牌期 | 解码千亿谷子经济
Sou Hu Cai Jing· 2025-06-04 10:27
Core Insights - The "Guzi Economy," emerging from the secondary cultural derivatives of anime and gaming, is becoming a new engine for economic growth in Zhengzhou, driven by the central government's focus on boosting consumption [1][3][10]. Group 1: Market Development - Zhengzhou is witnessing a rapid expansion of the "Guzi Economy," with major shopping centers like Daxinghai City and Xintian TK360 leading the way in attracting Guzi stores [5][8]. - The number of Guzi stores in Daxinghai City has reached approximately 50, primarily located on the first and second floors, indicating a significant concentration of this market [5][8]. - The overall Zhengzhou market is estimated to have over 100 Guzi stores, showcasing a multi-point flowering development pattern [8]. Group 2: Consumer Behavior - Consumers are drawn to Guzi products for their emotional and social value, with many expressing joy in collecting items like figurines and badges [10][11]. - Events such as character birthday celebrations attract hundreds of fans, highlighting the community aspect of the Guzi Economy [10][11]. Group 3: Industry Dynamics - The Guzi Economy is undergoing a competitive reshuffle, with many stores facing closure due to increased competition and a decline in IP popularity [11][13]. - In 2023, the highest monthly sales for a store in Daxinghai City dropped from over 500,000 yuan to around 200,000 yuan, reflecting the industry's challenges [11][13]. - The industry is transitioning from a phase of rapid growth to a more rational development stage, with a focus on differentiation and building competitive advantages [13][14].
“谷子”缘何吃出了千亿消费市场?
Sou Hu Cai Jing· 2025-04-27 02:15
Core Insights - The "Guzi" economy, referring to merchandise derived from comics, anime, and games, is rapidly transitioning from a niche market to a mainstream consumer trend among Generation Z [1][2] - The emotional value associated with "Guzi" products, which provide a tangible connection to beloved IPs, is a key driver of this consumption trend [1][3] Market Dynamics - Over 20 first- and second-tier cities in China are developing "Guzi" themed consumer landmarks, with significant examples including the transformation of the underground level of Wangfujing Joy City in Beijing, which is expected to double its revenue in 2024 compared to the previous year [2] - The "Guzi" economy is projected to reach a market size of 168.9 billion yuan in 2024, reflecting a 40.63% increase from 2023, with expectations to exceed 300 billion yuan by 2029 [2] Cultural Impact - Generation Z not only consumes "Guzi" products but also actively creates related cultural content, contributing to the growth of quality cultural IPs [3] - The success of domestic animations and games, such as "Nezha 2," illustrates the synergy between cultural production and consumer demand, enhancing the "Guzi" economy [3] Industry Development - The "Guzi" economy is fostering innovation in consumption scenarios and is seen as a significant contributor to the evolution of China's cultural industry [4] - Ensuring a stable market order and high-quality cultural output is essential for the sustainable growth of the "Guzi" economy, with a focus on copyright protection and product quality [3]
经济政策一线微观察|点燃“Z世代”消费热情 老业态转型“破圈”激活消费新势能
Xin Hua She· 2025-04-14 01:54
新场景 新业态正"破圈而出" 不断重塑消费结构 释放消费潜能 从"谷子"狂欢到"打造沉浸式体验空间" 老商场变身社交打卡地 营业额翻倍 书店"进化"成知识游乐场 文旅体验"拉满" 乡村链接"数字游民" 享受自由化的办公方式 一个个点燃"Z世代"消费热情的 ■周末的安徽合肥淮河路步行街,年轻人涌入百盛购物中心。这座近30年的老商场,如今已"摇身一变"成为炙手可热的二次元"吃谷地",吸引 着众多年轻人来到这里,并在社交平台上分享攻略。 "谷子",由"Goods"(商品)音译而来,泛指漫画、动漫、游戏等IP为原型制作的二次元周边商品。"谷子"经济正改写传统商场的命运。 这座老商场将原化妆品专柜悉数调整,转型成为二次元主题商场,引入20余家安徽首店的二次元品牌,18000平方米的经营空间里80%客流 为"95后"。该商场市场部负责人耿晶晶告诉记者,营业额方面,有的店铺可以月均冲刺百万,客流也提升了非常多,平时有60%到70%的增 长,周末甚至可以翻倍。 ■消费场景的转型不止于城市。 ■在曾承载几代人记忆的合肥新华书店,孩子们正通过XR设备"飞越安徽"。在安徽省公布的100家2024年度皖美消费新场景中,合肥新华书店 ...