Z世代驱动下“谷子经济”的电商发展：现实图景、结构困境与破局路径

The E-Commerce Development of the Generation Z-Driven “Goods Economy” (Anime Merchandise Economy): Current Status, Structural Dilemma, and Breakthrough Pathways

摘要: “谷子经济”是以二次元IP为核心衍生的周边商品消费生态，其发展高度依赖Z世代群体的圈层化、情感化与数字化消费行为。当前电商模式下，“谷子经济”面临IP稀缺与同质化悖论、用户续存困境、圈层区隔等现实困局。本文基于Z世代消费特征和“谷子经济”的电商特征，提出以跨界内容共创突破圈层壁垒、数据确权技术延伸消费场景、社区化生态运营增强用户粘性为核心的破局路径，为电商平台优化运营策略、实现文化消费与商业价值的动态平衡提供理论框架与实践启示。

Abstract: The “Anime Merchandise Economy” refers to a consumer ecosystem centered around 2D intellectual property (IP)-derived peripheral goods, whose development is heavily dependent on the stratified, emotionalized, and digital consumption behaviors of Generation Z. Under current e-commerce models, this economy faces practical challenges such as the paradox of IP scarcity versus homogenization, user retention dilemmas, and community segmentation. Based on the consumption characteristics of Generation Z and the e-commerce dynamics of the “Anime Merchandise Economy,” this paper proposes three core strategies to address these challenges: leveraging cross-domain content co-creation to break through community barriers, extending consumption scenarios through data rights authentication technology, and enhancing user engagement via community-driven ecosystem operations. These approaches provide a theoretical framework and practical insights for e-commerce platforms to optimize operational strategies and achieve a dynamic balance between cultural consumption and commercial value.