1块5，如今可能连一瓶像样的饮料都买不到，但却能换来当下年轻人中最具代表性的"社交货币"之一——那些可自由搭配在鞋和包上的各式小配件，徽章 （"吧唧"）、亚克力立牌、迷你树脂玩偶…… 它们不再只是不起眼的小装饰，而已然越来越多地成为运动鞋、背包上的个性化标识，悄悄地改变着运动消费生态。 以19岁的游泳爱好者蔡蔡为例，她每周都会逛谷子店，最近刚购入两枚《Free! 男子游泳部》主题吧唧别在训练包上。"训练很辛苦，但看到喜欢的角色就 特别治愈，"她表示。她还热衷于DIY装饰Crocs洞洞鞋，身边也有朋友刚入手《排球少年》痛包。对这些年轻人来说，周边产品不仅是装饰物，更承载了 情感陪伴与身份认同。 这股起源于二次元社群的"痛文化"正与蓬勃发展的"谷子经济"深度融合，席卷年轻消费市场，也开始吸引到众多运动品牌的布局。 艾媒咨询报告显示，2024年中国谷子经济市场规模已达1689亿元，预计2029年将突破3000亿元。这个市场的快速发展，离不开一条完整产业链的支撑。这 些情感附加值极高的配件，串联起从广东揭阳模具制造、浙江义乌装配生产、跨境电商销售再到新消费品牌孵化的完整产业链条。痛鞋、痛包类配饰市场 增长显著，已从早 ...

Core Viewpoint - The article emphasizes that Crocs, particularly its iconic "croc" shoes, have transcended their initial perception as unattractive footwear to become a symbol of comfort and self-expression for the Z generation, reflecting a shift in consumer values towards emotional connection and lifestyle choices [3][25][32]. Market Trends - From 2020 to 2024, the demand for crocs has not diminished like many fashion items; instead, it has continued to grow, with reports indicating that 95% of post-95s own at least one pair [5][10]. - The "ugly shoe aesthetic" and the trend of prioritizing comfort have contributed to the sustained popularity of crocs, which serve multiple functions in daily life, appealing to a broader audience beyond traditional users [5][10]. Consumer Demographics - The consumer base for crocs has expanded from primarily young people to include white-collar workers, trendsetters, and urban women, indicating a shift from a home-use product to a fashionable item seen in various social settings [10][11]. - Crocs has successfully attracted non-traditional users, enhancing its market potential and indicating that the category is far from saturated [10][11]. Brand Strategy - Crocs is not merely relying on its status as the original creator of crocs; it is actively evolving its brand strategy to maintain relevance and emotional connection with consumers [11][23]. - The brand has focused on creating a community around emotional value, allowing consumers to express themselves through customizable features like shoe charms, which enhances user engagement and brand loyalty [13][16][21]. Product Innovation - Crocs is redefining the boundaries of its product line, introducing new styles that maintain the comfort of the original design while catering to modern fashion trends [17][21]. - The brand's innovative approach includes collaborations with artists and designers, further embedding itself in cultural conversations and enhancing its appeal to younger consumers [21][22]. Emotional Connection - The relationship between Crocs and its consumers has evolved from functional utility to emotional resonance, with the brand embodying a lifestyle choice that resonates with the desire for authenticity and comfort [25][27]. - Crocs has created a narrative that allows consumers to feel part of a community, transforming them from mere users into "members" of a lifestyle movement [27][28]. Conclusion - Crocs has established itself as more than just a footwear brand; it represents a philosophy of comfort and self-acceptance, allowing individuals to express their true selves without societal pressures [30][32].

Core Insights - Crocs is experiencing a resurgence in popularity, particularly in the fitness and outdoor sectors, with revenue nearing $1 billion in Q1 2025, indicating strong growth even before the summer season [1][19] - The brand's unique positioning as a comfortable and versatile footwear option has led to its widespread adoption across various activities, from running to hiking [1][6] - Crocs has successfully transformed its image from an "ugly shoe" to a cultural phenomenon, leveraging collaborations with high-profile brands and celebrities to appeal to younger consumers [15][23] Group 1: Market Performance - Crocs reported nearly $1 billion in revenue for Q1 2025, showcasing a continued growth trend [1] - Marketing expenses have significantly increased from $56 million in 2016 to $317 million in 2023, reflecting a nearly fivefold growth [19] Group 2: Consumer Adoption - The brand's comfort and ease of wear have made it a popular choice among fitness enthusiasts, with many opting to wear Crocs during workouts and outdoor activities [4][6] - Crocs has become a staple in various social settings, with its presence noted in places like gyms, offices, and nightlife venues [4][12] Group 3: Cultural Impact - The term "洞洞鞋" (holey shoes) has become synonymous with Crocs, indicating its dominance in the casual footwear market [1][18] - Collaborations with brands like Balenciaga and cultural icons have helped reposition Crocs as a trendy and desirable product among younger demographics [15][23] Group 4: Product Innovation - Recent collaborations have led to the development of modified versions of Crocs designed for specific activities, such as hiking and creek walking, enhancing their functionality [16][20] - The introduction of customizable accessories, like Jibbitz, has allowed consumers to personalize their Crocs, further driving engagement and sales [15][25]

Group 1 - The trend of "ugly shoes" is here to stay, with retro plastic sandals gaining popularity among different demographics [1][4][6] - The resurgence of jelly shoes is attributed to their customizable nature, allowing for personal expression through decorative elements like shoe flowers [3][20][45] - Korean brand Heavenly Jelly (HJ) has successfully transformed jelly shoes into a fashionable item by introducing shoe flowers, appealing to a younger audience [6][25][35] Group 2 - Jelly shoes are seen as practical for rainy weather, lightweight, and easy to clean, making them a popular choice in regions with frequent rain [8][28] - Despite their practicality, jelly shoes face criticism for their odor, potential for slipping when wet, and a perception of being cheap or unattractive [6][31][27] - HJ's pricing strategy positions their jelly shoes and accessories as affordable luxury, with jelly shoes priced around 210-262 RMB and shoe flowers at 37-42 RMB [25][27][41] Group 3 - The DIY aspect of jelly shoes allows consumers to personalize their footwear, leading to a creative trend where individuals modify their shoes with various decorations [43][48] - The market for jelly shoes is expanding, with HJ opening pop-up stores in major Chinese cities, indicating a growing demand for this product [38][41] - The rise of jelly shoes and their accessories reflects a broader trend in fashion where practicality meets creativity, allowing for unique self-expression [45][49]