解码千亿谷子经济（上篇）

Decoding the Hundred-Billion Goods Economy (Part 1)

上午看漫展“集邮”、下午到谷子店“吃谷”，晚上参加唱跳派对，这些二次元爱好者的假日消费行为，你懂了吗？

Do you understand the holiday consumption behaviors of ACG (Anime, Comic, Games) lovers? They attend comic exhibitions for "collecting stamps" in the morning, visit "goods" stores for "consuming goods" in the afternoon, and join singing and dancing parties at night.

省政府办公厅近日印发的《河南省提振消费专项行动实施方案》提出，鼓励具有国际国内影响力的时尚机构、知名品牌、设计师品牌、高端定制品牌、时尚国潮品牌等在豫首发新品，举办首秀、首展等活动。

Recently, the General Office of the Henan Provincial Government issued the Implementation Plan for Henan Province's Special Action to Boost Consumption, which encourages internationally and domestically influential fashion institutions, well-known brands, designer brands, high-end custom brands, and trendy national brands to launch new products in Henan and hold debut shows and exhibitions.

当前，国产动漫游戏IP首展首发动作频频，河南各大商场积极招引头部“谷子”品牌首店、首发落地，打造“谷圈”文化消费新地标。从“谷子狂欢”到“首发盛宴”，小谷子正在成长为大产业，河南正以多元场景加速向“新”，撬动“谷子经济”乘数效应。

Currently, domestic animation and game IPs are frequently holding debut launches, and major malls in Henan are actively attracting leading “goods” brand flagship stores and debut launches to create new cultural consumption landmarks for the "goods community". From "goods carnivals" to "debut feasts", small goods are growing into a large industry. Henan is accelerating its transformation towards "newness" through diverse scenarios, leveraging the multiplier effect of the "goods economy".

“谷”潮涌动

"Goods" are Surging

勾勒文化消费新图景

Outlining a New Picture of Cultural Consumption

“00后”郑州姑娘刘佳璐以一场别具特色的二次元文化之旅结束端午假期。

Liu Jialu, a post-00s girl from Zhengzhou, ended her Dragon Boat Festival holiday with a unique ACG culture tour.

6月1日上午在河南艺术中心参加2025郑州创造力动漫游戏嘉年华，与Cosplay（角色扮演）角色互动合影。之后转场郑州东站，与蜜雪冰城“雪王”IP雕塑打卡。中午前往二七万达广场，在必胜客“原神主题餐厅”与游戏中的“璃月寻珍”经典场景互动。

On the morning of June 1, she attended the 2025 Zhengzhou Creativity Anime Game Carnival at the Henan Art Center, interacting and taking photos with Cosplay characters. She then transferred to Zhengzhou East Railway Station to take photos with the "Snow King" IP sculpture of MIXUE Ice Cream & Tea. At noon, she went to the Pizza Hut "Genshin Theme Restaurant" in Erqi Wanda Plaza to interact with the classic "Liyue Treasure Hunt" scene from the game.

6月2日下午到探十里购物中心“谷子”街区，在琳琅满目的动漫与游戏IP中，分享年轻人的欢乐磁场；买一张“二次元ACG（动画、漫画、游戏）动漫巡回演唱会”门票，入夜赴郑州大剧院，沉浸式感受一场二次元文化的视听盛宴。

On the afternoon of June 2, she visited the "Goods" block in T10 Shopping Center, sharing the joyful atmosphere of young people among the dazzling array of animation and game IPs. She bought a ticket for the "ACG (Animation, Comic, Game) Animation Tour Concert" and went to the Zhengzhou Grand Theater at night to immerse herself in an audio-visual feast of ACG culture.

刘佳璐的这份郑州City Walk二次元“吃谷攻略”，自郑州商务中心延伸至郑州中央文化区，自东向西以“吃谷”为主题，勾勒出Z世代二次元文化消费新图景。

Liu Jialu's Zhengzhou City Walk ACG "goods consumption guide" extends from the Zhengzhou Business Center to the Zhengzhou Central Cultural District, outlining a new picture of Z-generation ACG cultural consumption from east to west with "goods consumption" as the theme.

刚刚过去的端午假期，包括郑州、南阳、信阳在内，7个动漫主题展同时举行；6月，全省12场动漫游戏嘉年华、二次元IP演唱会等线上票务平台开售，一波新生代漫画家、二次元配音演员、网红博主拥入河南。

During the just-passed Dragon Boat Festival holiday, seven animation-themed exhibitions were held simultaneously in cities including Zhengzhou, Nanyang, and Xinyang. In June, 12 animation and game carnivals, ACG IP concerts, etc., went on sale on online ticketing platforms, attracting a wave of new-generation cartoonists, ACG voice actors, and internet celebrity bloggers to Henan.

值得关注的是，今年“五一”期间，郑州第十届梦乡动漫展创下单场10万人次观展的人气效果，陕西、山西、湖北等二次元爱好者纷纷把“逛漫展去郑州”列入假日休闲攻略。

Notably, during this year's May Day holiday, the 10th Dreamland Comic-Con in Zhengzhou achieved a single-day attendance of 100,000, with ACG lovers from Shaanxi, Shanxi, Hubei, and other provinces adding "visiting Comic-Con in Zhengzhou" to their holiday leisure plans.

在业内人士看来，这些漫展释放出信号，小众文化逐渐大众化，漫展已成为二次元爱好者重要的线下社交场景。

In the view of industry insiders, these Comic-Cons signal that niche culture is gradually becoming mainstream, and Comic-Cons have become important offline social scenarios for ACG lovers.

商圈焕新

Commercial Districts Are Renewed

“谷子经济”重塑商业地标

"Goods Economy" Reshapes Commercial Landmarks

在郑州二七广场地铁站内，面对头戴假发、装扮精致的Coser（角色扮演者），人们已习以为常。

In the subway station of Zhengzhou Erqi Square, people are already accustomed to seeing Cosers (costume players) wearing wigs and exquisite makeup.

郑州大上海城，每到周末，刚过中午12点，仿佛赴一场约定，微甜风、搞怪风、动漫风……盛装出席的二次元爱好者从四面八方拥入。

Every weekend at Zhengzhou Grand Shanghai City Mall, just after 12 noon, it's as if by appointment that ACG lovers in sweet, quirky, anime-style, and other elaborate costumes pour in from all directions.

而在几年前，这家位于郑州黄金地段的商场，面临人流量下跌、大批商户退场的局面，一度濒临“倒闭”。出乎意料的是，自2023年起，多家“谷子店”入驻大上海城，吸引大量二次元爱好者。大上海城重获新生，致力于做河南最大的二次元动漫商城。

However, a few years ago, this mall located in the prime location of Zhengzhou faced a decline in foot traffic and a large number of merchants retreating, once on the verge of "closure". Unexpectedly, since 2023, multiple "goods stores" have settled in Grand Shanghai City Mall, attracting a large number of ACG lovers. Grand Shanghai City Mall has been reborn and is committed to becoming the largest ACG animation mall in Henan.

省内不少商场积极拥抱“谷子经济”，期待通过“次元盛宴”，为商场注入发展新活力。郑州大上海城商业管理有限公司营运总监陈城钢介绍，大上海城陆续进驻了23家二次元品牌“首店”，各类特色“谷子店”近50家，动漫IP首发首秀首展活动接连不断，已成为“二次元浓度”很高的商场。

Many malls in this province are actively embracing the “goods economy”, expecting to inject new development vitality into malls through "ACG feasts". Chen Chenggang, Operations Director of Zhengzhou Grand Shanghai City Mall Commercial Management Co., Ltd., introduced that Grand Shanghai City Mall has successively introduced 23 "flagship stores" of ACG brands and nearly 50 various characteristic “goods stores”. Animation IP debut shows and exhibitions continue, making it a mall with a high "ACG concentration".

吃“谷”人的宝藏店铺“卡游”区域首店已进驻郑州，郑州本土二次元品牌“郑谷”等连锁品牌接连开业，“樱拾Goods”品牌河南首店业绩领先……年轻人“吃谷”消费的新风向，打开了商业新空间。包括大卫城、正弘城、探十里购物中心、熙地港等郑州各大商业综合体纷纷在二次元商业、潮玩策展等领域加强品牌布局。

The treasure store for "goods consumers", the regional flagship store of "Kayou", has entered Zhengzhou. Zhengzhou's local ACG brand "Zheng Goods" and other chain brands have opened successively. The Henan flagship store of “Sakura Goods” has leading performance... The new consumption trend of young people "consuming goods" has opened up new commercial spaces. Major commercial complexes in Zhengzhou, including David Plaza, Grand Emporium, T10 Shopping Center, and CityOn, have all strengthened their brand layouts in ACG commerce, trendy play exhibitions, and other fields.

郑州市太康路上的新田360广场，通过引入“谷子店”、手办店及潮玩店等，着力打造二次元主题街区。改造中的金博大Live，也在围绕兴趣圈层、首发首秀、潮玩基地等主题做文章。作为郑州首个家庭型购物中心，位于郑州市中原区的探十里购物中心陆续引进了二次元头部品牌谷乐屋GOODSLOVE、模玩熊、三月兽等河南首店，通过“谷子市集”“谷东大会”“一日店长”等活动打造潮玩打卡地。

Xintian 360 Plaza on Taikang Road in Zhengzhou is striving to create an ACG-themed block by introducing "goods stores", action figure stores, and trendy play stores. The transforming Kingbird City Live is also focusing on themes such as interest circles, debut shows, and trendy play bases. As Zhengzhou's first family-oriented shopping center, T10 Shopping Center in Zhongyuan District has successively introduced Henan flagship stores of ACG head brands like GOODSLOVE, Kuma-Toys, and March Monsters, creating trendy play landmarks through activities such as "Goods Bazaars", "Goods Owners' Conferences", and "One-Day Store Managers".

国漫崛起

The Rise of Domestic Animation

国产IP谷子消费增长强劲

Strong Growth in Domestic IP Goods Consumption

二次元文化逐渐从一个小众领域扩展到大众视野，用户群体不断增长。区域首店借新品首发点燃消费激情，崭露头角的谷子经济，凸显了个性化消费的新活力，不断重塑消费结构、释放消费潜能。

ACG culture has gradually expanded from a niche field to the public view, with the user base continuously growing. Regional flagship stores ignite consumption passion through new product debuts. The emerging goods economy highlights the new vitality of personalized consumption, constantly reshaping the consumption structure and releasing consumption potential.

近日，23岁的咖啡师万莉在郑州大上海城商场中厅席地而坐，黑色包包上的挂饰是她最爱的日漫“初音未来”IP卡纸，大屏上正播放着二次元舞蹈，她沉浸其中随之摇摆。“从小就喜欢动漫，碰到喜欢的‘谷子’能高兴好几天。”她说，动漫里的IP角色就像一位有故事、有温度的朋友陪伴着自己。

The other day, Wan Li, a 23-year-old barista, sat on the ground in the atrium of Zhengzhou Grand Shanghai City Mall. The pendant on her black bag was a card of her favorite Japanese anime "Hatsune Miku" IP. A screen was playing ACG dances, and she immersed herself in it, swaying along. "I've loved anime since childhood, and I can be happy for days when I encounter favorite 'goods'," she said. The IP characters in anime are like thoughtful and warm friends accompanying her. 

与往年日漫主导的二次元消费不同，今年上半年，哪吒系列周边带动《非人哉》《盗墓笔记》《有兽焉》等一众国产IP成为大热门。探十里购物中心“三月兽”品牌销售人员王雅琪说，店内国产游戏IP衍生品销售持续走俏。其中，叠纸游戏公司旗下的《恋与深空》，热度居高不下；腾讯开发的《光与夜之恋》，相关衍生品持续增长；上海米哈游公司的《原神》《崩坏：星穹铁道》等作品，角色设计广受好评。

Different from previous years when Japanese anime dominated ACG consumption, in the first half of this year, Nezha series products drove a group of domestic IPs such as Non-Human, The Grave Robbers'Chronicles, and Fabulous Beasts to become big hits. Wang Yaqi, a salesperson from the "March Monster" brand in T10 Shopping Center, said that the sales of domestic game IP derivatives in the store have continued to be popular. Among them, Love and Deep Space by Papergames remains highly popular; derivatives related to Light and Night developed by Tencent continue to grow; and works like Genshin Impact and Honkai: Star Rail by Shanghai Mihoyo are widely praised for their character designs.

“谷子经济”到底有啥魔力？一枚小小的徽章（又名“吧唧”，也是“谷子”），售价几十元乃至上百元，一些隐藏款被炒至数百、上千元。潮玩品牌泡泡玛特的拉布布玩偶挂饰风靡欧美消费市场，隐藏款曾被炒至1000多美元。

What's the magic of the "goods economy"? A small badge (also known as "badge", a type of "goods") is priced at tens or even hundreds of yuan, and some hidden editions are speculated to hundreds or thousands of yuan. The Labubu doll pendants of the trendy toy brand Pop Mart are popular in European and American consumer markets, with hidden editions once speculated to more than 1,000 US dollars.

“魔力远不止于此。”河南探十里商业管理有限公司董事长司小伟说，“国内一些王牌‘谷子店’，一年高达数千万的销售业绩，堪比奢侈品品牌。”更厉害的是，一些王牌“谷子店”兼任IP衍生品的发售，号召力极强。去年，探十里购物中心一谷子店新品首发，周围的酒店提前一天被订满，有的年轻人前一天晚上就开始排队抢购。“这就是首店效应，首店首发含金量足、开放度高、带动力强。”司小伟说。

"The magic is more than that," said Si Xiaowei, Chairman of Henan Tanshili Commercial Management Co., Ltd. "Some domestic ace 'goods stores' have annual sales of tens of millions of yuan, comparable to luxury brands." What's more, some ace "goods stores" also serve as issuers of IP derivatives, with extremely strong appeal. Last year, when a goods store in T10 Shopping Center launched new products, surrounding hotels were fully booked a day in advance, and some young people started queuing up to buy them the night before. "This is the flagship store effect—high gold content, high openness, and strong driving force," Si Xiaowei said.

破局与进阶

Breaking through and Advancing

“小谷子”长成“大产业”

"Small Goods" Grow into a "Large Industry"

当“买谷”成为Z世代社交新语言，“谷子经济”已突破二次元圈层，演变为现象级文化消费现象。悄然间，“小谷子”正在长成“大产业”，热衷“买谷”的年轻人推动了一个千亿级产业的崛起。

When "buying goods" becomes the new social language of the Z generation, the "goods economy" has broken through the ACG circle and evolved into a phenomenon-level cultural consumption phenomenon. Quietly, "small goods" are growing into a "large industry", and young people enthusiastic about "buying goods" have promoted the rise of a hundred-billion-level industry.

第三方机构数据显示，2024年，中国“谷子经济”市场规模达1689亿元，较2023年增长40.63%，预计2029年将超3000亿元。

Data from third-party institutions show that in 2024, the market scale of China's "goods economy" reached 168.9 billion yuan, an increase of 40.63% over 2023, and it is expected to exceed 300 billion yuan by 2029.

企查查数据显示，目前，河南省注册有43.3万家谷子经济相关企业，其中郑州企业数量7.77万家，居全省首位。

Qichacha data shows that currently, there are 433,000 enterprises related to the goods economy registered in Henan Province, among which Zhengzhou has 77,700 enterprises, ranking first in the province.

环顾国内，不少品牌以IP联名战略构建“情绪消费”新模式。比如零售连锁品牌名创优品在上海打造IP乐园，泡泡玛特通过IP联名等创新方式加速开店。肯德基联合《恋与深空》《原神》等国产游戏IP推出联名套餐。

Looking around the country, many brands build a new model of "emotional consumption" through IP co-branding strategies. For example, the retail chain brand Miniso creates an IP paradise in Shanghai, and Pop Mart accelerates store openings through innovative ways such as IP co-branding. KFC has launched co-branded packages with domestic game IPs such as Love and Deep Space and Genshin Impact.

蜜雪冰城则深挖“雪王”IP价值，让自己成为二次元。雪王不倒翁、毛绒公仔、雪王积木等系列衍生品，吸引全国消费者在郑州东站东广场排队打卡。蜜雪冰城有关人士介绍，今年把“打造大电影”列入IP发展计划。

MIXUE Ice Cream & Tea deeply explores the value of the "Snow King" IP, making itself an ACG icon. A series of derivatives such as the Snow King tumbler, plush dolls, and Snow King building blocks have attracted consumers across the country to queue up for photos at the East Square of Zhengzhou East Railway Station. According to MIXUE Ice Cream & Tea, "creating a feature film" has been included in this year's IP development plan.

“公司每年30%以上的业务来自国产游戏IP及衍生品模型设计、皮肤设计和特效设计。”河南棒棒堂动画设计有限公司负责人赵红兵说，“国漫之光”变成“新爆款”，本土IP也将迎来发展机会。

"More than 30% of the company's annual business comes from the design of domestic game IP and derivative models, skin design, and special effect design," said Zhao Hongbing, Head of Henan Bangbang Tang Animation Design Co., Ltd. "The light of domestic animation" has become a "new bestseller", and local IPs will also usher in development opportunities.

在赵红兵看来，30多年前，肯德基靠着白胡子上校爷爷赢得小朋友喜爱，打开中国市场大门；如今，随着兴趣消费的浪潮席卷全球，从河南跑出来的“三头象”蜜雪冰城、胖东来、泡泡玛特，正以商业创新进阶为全球现象级消费标杆，下一个国产超级IP有望从消费品里“买”出来。

In Zhao Hongbing's view, more than 30 years ago, KFC opened the door to the Chinese market by winning the love of children with the Colonel Sanders image. Today, as the wave of interest consumption sweeps the world, the "three elephants" emerging from Henan—MIXUE Ice Cream & Tea, Pang Donglai, and Pop Mart—are advancing to become global phenomenon-level consumption benchmarks through commercial innovation. The next domestic super IP is expected to "emerge" from consumer products.

二次元消费者不仅关注产品的功能价值，更关注产品的情绪价值。河南省商业经济学会会长宋向清认为，“谷子经济”推动了餐饮、影院、美陈等传统业态与二次元IP联动，衍生出多种“泛二次元”业态，特别是优质品牌的“首发首秀首展”效应，有望将“尝鲜消费”转化成长线消费。他建议河南着力培育“IP孵化—衍生开发—场景体验”全链条，加速文化创意赋能，激活“谷子经济”乘数效应。

ACG consumers not only pay attention to the functional value of products but also the emotional value. Song Xiangqing, President of Henan Commercial Economics Association, believes that the "goods economy" has promoted the linkage between traditional formats such as catering, cinemas, and visual merchandising and ACG IPs, deriving various "pan-ACG" formats. Especially the effect of "debut shows, first exhibitions" of high-quality brands is expected to transform "novelty consumption" into long-term consumption. He suggests that Henan should focus on cultivating a full chain of "IP incubation—derivative development—scene experience", accelerate cultural and creative empowerment, and activate the multiplier effect of the "goods economy".

在文旅商体展融合发展的大背景下，“谷子经济”展示出不可忽视的消费潜力，是文化赋能经济的生动表现。“‘谷子’成为Z世代的‘社交货币’，其长远发展有赖于本土文化的创新。”河南省社会科学院文学研究所研究员宋朝丽说，建议河南本土从业者抓住机会，打造高质量消费供给的文化产品，引导年轻人树立正确的消费观、兴趣观、审美观。

In the context of the integrated development of culture, tourism, commerce, sports, and exhibitions, the "goods economy" demonstrates non-negligible consumption potential and is a vivid manifestation of culture empowering the economy. "'Goods' have become the 'social currency' of the Z generation, and their long-term development depends on the innovation of local culture," said Song Zhaoli, a Researcher at the Institute of Literature, Henan Academy of Social Sciences. She suggests that local practitioners in Henan should seize the opportunity to create high-quality cultural products with the consumption supply and guide young people to establish correct consumption concepts, interest concepts, and aesthetic concepts.

名词解释

“谷子”，由英文单词Goods（商品）音译而来，主要指漫画、动画、游戏、小说、偶像等版权作品衍生出的周边产品，如徽章、卡片、玩偶和挂件等，购买二次元衍生品被称为“吃谷”，卖二次元衍生品则是“谷子店”，与Cosplay角色互动合影叫“集邮”。围绕二次元IP周边商品的消费文化与经济形态被称作“谷子经济”。（中文来源/河南日报 记者/齐亚琼 图/邓放 编译/洪建园）

Term Explanation

"Goods" is transliterated from the English word "Goods", mainly referring to peripheral products derived from copyrighted works such as comics, animations, games, novels, and idols, such as badges, cards, dolls, and pendants. Purchasing ACG derivatives is called "consuming goods", selling ACG derivatives is a "goods store", and interacting and taking photos with Cosplay characters is called "collecting stamps". The consumption culture and economic form surrounding ACG IP peripheral products are referred to as the "goods economy".

 Web editors: Shen Jianqi, Li Siyao