wen | jiediancaijing yideng

jinri，“yikuaibajibeichaodao7wanduobeihou？”huatidengshangresou。

图源：微博

zhayitingyouxielipu，danshishidequeruciqiebingfeigeli，yikuaixiaoxiaodetiepianhuizhangzhendenengzaiershoupingtaishangpaichutianjia。

图源：闲鱼

qishi，jinnianyilai，“guzijingji”jiuyizhujianchengweirenmenreyidehuati，rangwushunianqingrenchenmiqizhong，shenzhijinduanshijianzaiaguchengqileyigeremenbankuai。dancongchanyebenzhilaikan，baguoqudeipchanyelian、kapaimoshi、manghejingjidengzhongxinbaozhuangzuhe，fuyuyigexindemingzi“guzi”，zenmekandouxiangshixinpingzhuangjiujiu。

neime，“guzijingji”daodipingjieshenmejueqibingchengwei“xinchong”？zhenggechanyelianshangyounaxieguanjiandecanyuzheheyinglimoshi？rujindezouhongnengfou“xingwenzhiyuan”，haishizhishi“tanhuayixian”？

01 “吧唧”“手办”挂满身，“吃谷”硬控年轻人

“20kuaiqiandenaichawokandoubukan，20kuaiqiandebajiwoshuomaijiumai。”bushaorezhong“maigu”denianqingrenchangchangzheiyangshuodao。

“guzi”quziyingwen“goods”dexieyin，ji manhua、 donghua、 youxi、 ouxiangdengbanquanzuopinyanshengchudezhoubianchanpin， baokuohuizhang、 haibao、kapian、 guajian、lipai、shouban、wawadeng。erzheixieaihaozhekouzhongde“baji”zhideshidongman、youxidengzhoubianzhongdehuizhang，zheiyimingchengyuanyuyingwende"badge"heriyude"バッチ"。

图源：靠谱二次元

juairuizixunshujuxianshi，erciyuanzhoubianyanshengshichangguimoyicong2016niande53yizengzhangdao2023niande1024yiyuan，fuhezengsudadao52.66%；qianzhanchanyeyanjiuyuanzeyuce，2024nianzhongguoerciyuanchanyeguimojiangtupo2700yiyuan，qizhongguzijingjizuoweierciyuanchanyedeyigezhongyaozuchengbufen，shichangguimoyichongjiqianyitiliang。

erguzijingjinengchengweierciyuanchanyede“zhongliudizhu”，moshikansilaotaoqueyounenghuanfashangyexinshengdebeihou，zhishaoyou3geguanjiandian。

shouxianshichixuzengzhangdeyonghuguimohexiaofeixuqiu。

genju《zhongguoerciyuanneirongxingyebaipishu》shuju，2023nianerciyuanyonghuguimodadao4.9yiren，qizhonghexinerciyuanyonghuda1.2yiren，yixueshenghebailingquntiweizhu，zheibufenyonghuzhijietuidongleguzijingjidefazhan。er“chigu”yonghuduiguzidexuqiuzeyuanyuduierciyuanwenhuashenhoudeqingganrentong。

“wojuedemaidejiushiyigeqingxujiazhi。danchunxihuanbijiaokongxu，yongyouyigewuzhixingdedongxi，jiuhuirangzijixinlihaoshouxie。”

zai《xinjingbao》decaifangzhong，youchiguduoniandenvshenggaosujizhe，guzichanpinbujinshiyizhongshangpin，gengshiqinggandezaiti，nenggouyinfaxiaofeizhedeqinggangongming，tigongqingxujiazhiheqingganjituo。

congxinlixuejiaodulaijiang，zheiqishishi“yiqing”he“toushexingrentong”debiaoxian。zaiwomenxiaimougejiaoseshi，womennengcongtashenshanghuodegongming、anwei，yijiyinling，dangnianqingrenzaishufaduimougejiaoseduixiaishi，tamenshufadeqishishiduilixiangziwodekeqiu。

yinci，suiranerciyuandejiaoseshixunide，dantamenquehuodelezhenshidegandong。

“duiwolaishuo，wojiuxiangyizhicangshumomodunjizijixihuandedongxi，meicidakaicunfengguzidehezijiuganshoudaoyicikaixin，zheijiushiwocunzaidehenji。”yiweixiaohongshuyonghuzhenduizijiweishenmexihuan“maigu”dewenti，zaipingtaishangjiyulejieda。

图源：小红书

qici，fensiwenhuahewenyupingtaifangdaleguzichanpindeshejiaoshuxing。

“chigu”zhisuoyibeishiweiyizhongxinxingxiaofei，shiyinweiqixiaofeixingshibujinjinshiduidongmanzuopindeyanshengpingoumai，gengshifensiwenhua、yulexiaofeihegexinghuaxuqiudejizhongtixian。

jujuliangsuanshushujuxianshi，jinnianyi“guzi”weiguanjiancidesousuoredutongbizengzhang39.04%；erjiezhi11yuedi，xiaohongshushang“guzi”dehuatiliulanlianggaoda20yici，douyinpingtai“chigu”bofanglianggengshijin57yici。

youyuxiaofeizheduigexinghuahewenhuarentongdezhuiqiu，dongmanzhoubianshangpinzhujiancongdanchundeshouzangpin，kuozhanweiyizhongshenghuofangshidetixianheshejiaofuhaodebiaoda。“chigu”denianqingrentongguoshaigu、xianxiaguanggudiandenghuodong，keyixunsuzhaodaozijidetonghaozhe，xingchengshejiaoquanzi。zheishideguzichanpinchengweixiaofeizheqingganbiaodaheshejiaohudongdezhongyaogongju。

zuihou，guzijingjidefanronglibukaizhenggechanyeliandejijituidong。

guzijingjidechanyelianjiaoweiqingxi，shangyouzhuyaoshiipchuangzuoyushouquan，zhongyouhuanjieweiyunyingchupinfang，fuzeipkaifayunyinghechanpinsheji，xiayoushiqudaoxiaoshou，baokuoxianshangdianshangpingtai、xianxialingshoudiandeng。qizhong，ipkaifayunyingshizuihexindehuanjie，ipdereduzhijieguanxidaozhoubianchanpindexiaoliang。

图源：国信证券经济研究所

erjinnianlai，guochanyouxiuipjueqidiejiazhongguozhizaonenglituidong“guogu”kuaisufazhan，daidongshichangkuorong；paopaomate、mingchuangyoupindengbeizibenshichangzhumudeqiye，zeshituquanlianlubuju、jiamaguzileizhoubianchanpin；qudaoduanyoushifengxianxiaxiaofeichangjingzhengcezhichi，shenghuopinpaijihedian、chaowanpinpaimendianyijiwenchuangwenjumendianfenfenruju，shangyetijinxingerciyuangaizao，congerdaidongguzijingjijinyibufazhan。

kejian，“guzijingji”bujinjinshigefangzhuizhuxiadeyishirechao，ershiyouqiangdadewenhualianjieheyonghuguimozuoweijibenmian，zaizhongqingxu、qiangshejiao、kuaigengxindejiachixia，shishizaizaiqiaodongleyigeguimochaoqianyiyuandeshichang。

02 IP与商场共进，炒“谷”与炒股起飞

qianmianwomentidaole，guzijingjidechanyelianshangyoushiipchuangzuoyushouquan，zhongyoushiipluodiyunying，xiayoushiqudaoxiaoshou。guzijingjidefanrongyehuijilezhenggechanyelianlushangdebushaoqiye，dangxiaguzijingjigainianguyezhengchengweierjishichangxindejiaodian。

zaiagushichang，jinnian7yueyilai，duojiasheji“guzijingji”degongsigujiapinpinzhangting。11yue26ri，tonghuashunkaishifabu“guzijingji”zhishu，qizhishuyeyizhikuaisupasheng，zhi12yue4rileijizhangfuda35%yishang，aofeiyule、guangbogufen、hongxinggufen、huanruishijidenggainiangushoudaozhuipeng。

图源：同花顺

jutidaoqiyeshujulaikan，gangguyoupaopaomateyinian4bei、aguyoushifengwenhua8tianfanbei、guangbogufenliangzhouzhangchao150%......zheixiebeizhuangzai“guzijingji”deqiye，zainiandijilezibenshichangyidianxiaoxiaozhenhan。

juhaitongzhengquanchuanmeihulianwangshouxifenxishimaoyuncongfenxi，xianjieduan，zibenshichangduiguzijingjidelijiegengpianxiangyuipyanshengpindezheiyiluoji，eraguwenhuachuanmeixingyezuihexindezichanyeshiip。“gupiaoshangdeduanqicaozuokenengyoupaomo，dancongsaidaobenshendechanyejinzhanhejindu，guzijingjibuhuishitanhuayixian。”

chulezaizibenshichangshangchengweizijinzhuizhudefangxiang，guzijingjiyezaiyidingchengdushangpanhuolexianxiashangchang，cujinshitixiaofei。

liru，guangzhouyuexiuqudediwangguangchangyidubinlindaobi，yushizai2023nianxiabannianyinru“guzijishi”，xiyinyixieerciyuantanzhulaicibaitan，chushouzijideershou“guzi”。rujinzheilide“guzijishi”yicongzuichude40getanweifazhanzhi170duojia，bingqiedaidongdiwangguangchangrenqijixiaofeigoumailixianzhuhuisheng，zhoumokeliufengzhida2wanrenci。

图源：地王广场

zaibiru，shanghaihuangpuqudebailianzxchuangquchanghediyibaihuoshangyezhongxin，tongguoyinruerciyuanyetai，shixianlexiaoshouhekeliuliangdedafuzengzhang，jinnianqiansanjidubailianzxchuangquchangxiaoshoushourutongbishangzhang84%，keliuliangtongbishangzhangyue40%。

图源：上海黄浦官方微信

zhurucilei“erciyuanzhengjiulaoshangchang”deanli，haiyouchaoliuhezi·wuhanx118、chengdoutianfuhong、zhengzhoudashanghaicheng、nanjingshuiyouchengdeng。juzheshangzhengquantongji，muqianquanguochao20geyierxianchengshide60+gechengshihexinshangquan，douzaijijidazaoerciyuanxiaofeichangsuo。

zaishitijingjipiruandedangxia，guzijingjifandaochengqilezhengjiuxianxiashangchangdedaqi，bujintuidonglexiangguanshangpinxiaoshou，haidaidongleshangyedichanhelingshouyetaidechuangxin。

zhibuguo，“reqian”zhixiaxianglairongyizishengluanxiang。suiran“guzijingji”dailailejudadeshichangqianli，danqifazhanyebansuizheyixiefumianwenti。

03 暴利滋生市场乱象，“产业向善”有待完善

juairuishujuxianshi，2023nian“chigu”derenjunxiaofeiyichaoguoleqianyuan。kequnzhongzhanbizuidadeshi00hou，24suiyixiazhan44%，xuduorenmeijidudehuafeijiunengshangqian。tiaojiangenghaodeshangbanzu，yuexiaofeieshenzhinengguowan。zheishideguzijingjidailaidewentizhong，shoudangqichongdebianshiguanyuxiaofeishangyin、weichengnianguoduxiaofeidengxianxiang。

qianmianwomenshuole，“guzijingji”liyouzhongqingxu、qiangshejiaodeshuxing，yincirezhong“maigu”denianqingren，tongshiyereaizaishejiaomeitishangfatie“shaigu”，zheibukebimiandihuizishengyixiepanbiqingxu。tongshi，jiyu“shaigu”youxingchenglesuoweide“tongwenhua”，jierciyuanfensiyong“guzi”zuozhuangshi，laizhanshizijidegexingheduitedingzuopindetourudu。

biru，jiangbeibaosaimanhuoguaman“baji”，beichengwei“tongbao”；baiman“guzi”deqiangmian，beichengzuo“tongqiang”；jiangdongmantuanpentudaocheshang，chengwei“tongche”deng。cengyouyiweixiaohongshubozhujiangzijidejiagaizaochenglesichubaimangezhongguzide“tongfang”，zheitiaobijidangshishouhuolechaoguo1.2wancidianzanhe2qianduocishouzang。

图源：小红书

zaizheiyangde“chigu”fenweixia，yixieweichengnianrenweimanzugerendeqingganxuqiuerguodugoumai，shenzhiyinguoduzhuizhuxianliangbanshangpinerchanshengfeilixingxiaofeixingwei，bingbuhanjian。

qici，jiuxiangchaoguhuiyouzhangyoudieyiyang，maidaoshoudeguziyehuishoudaohuangniu、daoban、xianliangdengyinsudeyingxiang，jiagemianlinzhe“guoshancheshi”debodong。

yaozhidao，yixie“guzi”yuanbenjiagebugui，yidantieshang“xiyou”“xianliang”dengbiaoqian，zhuanshoujiagejiufanlehaojibei，zheishidegenfeng“chaogu”derenbuzaishaoshu。youdeshangjiahetoujizheshenzhichenjihongtaijiage，daozhibufen“guzi”jiagekancheng“tianjia”。genghuangtangdeshi，youxie“guzi”yikaishishuoshixianliangfashou，houlaiyoudaliangzaifandexianxiangyeshihoufasheng。

yucitongshi，jingyingzhebuanshifahuo、guzidaoshouhuobuduiban、daigoujuankuanpaoludengqinquanxingweiyewei“guzi”shichangdeyouxufazhanzengtianlebushaozuai。ciqianyangshiwangcengpuguang，2023nian“guquan”neibufashengleyiqidaxingde“daigoupaolu”shijian，yigemingwei“guzixiaomaibu”dequnzhushouquleliubaiduorendehuokuan20yuwanyuan，queyiniandoumeiyoufahuo。

“谷子”拼团、代购避雷帖 图源：小红书

xiangyaojiejuezheixiewenti，jixuyaojiazhanghexuexiaodejishijieru，bangzhuqingshaonianshulizhengquedelicaiheshejiaoguannian，yexuyaoxiangguanbumentongguojiaqiangbanquanbaohu、tishengshangpinzhiliang、guifanshichangzhixuhetuidonglixingxiaofeidengcuoshi，quebaozheiyixinxingxiaofeizaijiankang、kechixudeguidaoshangwenbuqianxing。

zongzhi，《jiediancaijing》renwei，dangxiade“guzijingji”rengchuyuxiangduichuqidejieduan，bujinxuyaozhenggechanyelianshangdecanyuzhejianchichuangxinyuzilv，yexuyaogengduowaibuhuanjingdezhichiheyueshu，cainengjinyibuweixiaofeizhedailaigengjiafengfudetiyan，yeweishitijingjidailaigengduodejingxihejiazhi。