Contact
China’s Taniko economy has a structure similar to “Anime Goods Market”, “Estimated Economy” and “Comike and Dojin Culture”.
All of them are emotional consumption that "I want to support my favorite works and characters" rather than real goods.
However, there are differences between Japan and China.
- Faster speed spreading on SNS
- Powerful EC and live commerce
- Large scale of young people
- 店 of regular stores and informal goods is easy to market theme
What is the Taniko economy?
“Taniko (Gouze, gǎzi)” is similar to the pronunc、 of “Goods” in English.
It is similar to Japan’s reasoning, but the tempo of expanding speed and commercialization is quite fast.
In terms of investment, it is not just a goods market, it is a place to manage IP business, SNS economy, youth consumption, inventory.
Taniko economy is close to Japan's "throwing economy"
The closest thing is the vigorous economy if Chinese yako economy is in Japan.
In Japan, there is a continuous demand for goods such as:
- Can Badge
- Acrylic Stand
- トレカ
- ぬいぐるみ
- Limited goods
- Collaboration Cafe
- Live Events
They are not essential for living.
But it’s meaningful for fans.
e your favorite characters.
carry the goods of the reason.
ファン with the same fan.
Leave the memories you bought at the event.
This consumption cannot be explained only by function.
Feelings, feelings of affiliation, collection desires, and cheering are mixed.
The basic structure is close to China’s Yako economy.
Common to Japan
IP is the center of demand.
In addition to the strong product itself, works and characters make demand.
| Contact Us | 内容 |
|---|---|
| IP Dependency | Popular works and characters make demand |
| 限定性 | Limited quantity, event limited, store limited |
| Collection | Easy to buy and exchange |
| Community | Fan interaction expands consumption |
| Randomness | Blind products and cards increase purchases |
BAN NAMCO Holdings, Animeit, K。KAWA, Bushi Road, Takara Tomy, Kotobukiya, etc.
Of course, the business content is different.
However, there is a structure close to the commercialization of IP and changing the amount of fans to goods and events.
Close 1: Anime Goods Market
The most easy-to-understand comparison is the Japanese anime goods market.
Anime shop, event sale, cinema limited goods, pop-up store
It is quite close to the Taniko economy.
The following points are particularly similar:
- Demand is divided by character
- Buy multiple items of characters
- Heat increase by selling limited products
- Shops and events will be a place to interact with fans
In Japan, there are cases where goods, events and licensing income are effective longer than the sales of the work itself.
China’s Taniko economy is a market where consumption spreads to the surrounding goods rather than the end of the work.
If you look at the investment, you can see not only "w works are popular", but also "w。 characters are easy to commercialize".
Close 2: Idol Inference
Taniko economy is similar to idle stimulation.
Buy し goods, go to events, collect limited items, and share them on social media.
This behavior is often seen in the Japanese idol market.
It is different for anime and game characters and idols and VTuber.
However, consumption behavior is very close.
| Action | Common |
|---|---|
| Shopping | Contact Us |
| Multiple Purchases | Collection |
| Limited product purchase | I don't want to miss |
| Contact Us | I want to share |
| Events | I want to leave as an experience |
It is important here that the demand is not determined by the price.
In the stimulating consumption, even the same product will be purchased for reasons such as "you can buy only now", "you have a picture of the reason", "you can exchange with friends".
It is different from ordinary miscellaneous goods to make demand.
Close things3:Comike and doujin culture
Taniko economy is a part that is close to comics and people culture.
In the article of JETRO, the community has been introduced to support the Chinese Yako economy.
Fans gather, share the amount of heat to the work, and distribute related goods and secondary creations.
This structure is overlapping with Japanese comic culture.
However, there is a face that Japanese people culture has been formed smoothly.
In China, SNS, EC, SNS, and regular stores are easy to connect at once, and there is a fast impression that the heat of the same community shifts to the commercial market.
This is the difference.
Raise slowly and spread at once when fire is made.
It may be cold.
The difference is "diffusing speed"
The maximum difference between Japan is the拡散usion rate.
In China, SNS and EC are strongly connected.
Products that have become the topic may spread to EC, live streaming, and store sales in a short time.
There are also SNS hits in Japan.
However, in the Chinese market, the distance from the topic to the purchase is short.
This is a big one.
| 比較 | Japanese | China |
|---|---|---|
| Sales | Strong store and event culture | Easy to connect EC, live distribution, and stores |
| usion | Fan Community | Easy to spread with SNS |
| Product | Developed relatively carefully | Speed-oriented |
| Risks | Inventory and Rights | In addition to inventory and rights issues, fast-moving speed |
This speed is a strength.
However, investing can be a risk.
You can sell at once when you sell.
But if you read it, the inventory remains at once.
Difference 1: Strong EC sales
The presence of stores and events is still strong.
Of course, there is an EC, but the real purchase experience has a big meaning, such as anime shops, cinemas, live venues and pop-up stores.
You can not see real stores in China.
However, the power of EC and live commerce is quite strong.
This difference also affects the corporate revenue structure.
Businesses with strong EC can quickly expand sales when hitting.
On the other hand, if inventory management is not caught up at the speed of sale, the price discount, return, and inventory disposal will be heavy.
Difference 2: Easy to through SNS
In the Chinese market, it is easy to concentrate on popularity in a short time by SNS.
The following omena occur when it comes to the topic.
- Instant product thin
- 予約
- Resale price rise
- Increased imitation and informal goods
- Additional production decisions
This is a chance for the seller.
However, it is a difficult opportunity.
There is a possibility that the boom is calm when it is added.
On the other hand, if you are too careful, you will miss it.
Speed and inventory reading affects profit.
Difference 3: Fast marketing tempo
Japanese market is mature.
Fan Culture, Store, Event, Goods Production, Secondary Creation, Official License
China’s Taniko economy has a fast growth rate, and the expansion of commercial facilities and specialty stores is remarkable.
In the article of JETRO, the movement of Japanese IP stores and regular stores is introduced on the left side of Shanghai.
This indicates that stimulating consumption is beyond the range of ho。s and is the theme of attracting customers.
In other words, the Taniko economy is not just a market where fans buy.
Retail, IP, IP, and event companies
Economic omena near Japan
There are three things to organize in Japan:
| Examples | Close to Yako economy |
|---|---|
| Anime Goods Market | Very close. IP and character consumption |
| Idol | Close emotional consumption, limitedness and support consumption |
| Comiket・Dojin culture | Close to Fan Community and Collection |
This is a random goods culture.
For example:
- Blind Products
- Home
- Random Enclosed Card
- Trading can badge
- Random acrylic stand
This stimulates the viewpoint of "to collect all", "to pull forward" and "to exchange".
It is hard to finish at once.
This is the strength of the goods market.
Points to invest
It is better not to see the Taniko economy as a toy market from the perspective of investment.
It is a combination of IP business, entertainment consumption, SNS economy and inventory management.
The points you want to check are as follows:
- Have strong IP
- Is it monetized with a regular license?
- The Fan Community Is Continued
- Do you have EC and store sales channels?
- Is inventory rotation and coarse interest worse?
A common misconception is a way to see that all related companies grow because the market is growing.
This is different.
In fact, companies with strong IPs, companies with good inventory management and fans can maintain their community.
Even if sales grow only, companies that do not leave profit due to discounts and stock disposal will not be evaluated.
Easy to misunderstand for beginners
| misunderstanding | In fact |
|---|---|
| The Taniko economy is the same as Japan’s inference | SNS and EC speed are different |
| Goods market is small | Great for the surrounding industry |
| Popular IP | Licensing and inventory management |
| Chinese market can only be obtained with Japan IP | Chinese IP is also growing |
| No problem with sales growth | You need to check the coarse interest rate and inventory rotation |
Taniko economy is a market that is easy to understand as people who know Japan's 活 activities.
However, if you look at the same thing, you will be disappointed.
Chinese market is fast。usion.
It’s fast to win.
China’s Taniko economy has a structure close to Japan’s stimulating economy, anime goods market, comics and people’s culture.
IP, limited, collection, and fan community.
The difference is the拡散usion rate by SNS and EC.
In China, the distance from the topic to the sale is short, and it becomes market at once when hit.
However, the boom changes quickly, increasing inventory risk and rights issues.
It is easy to understand if you look at investment.
It is similar to Japanese thrust, but China is also fast to expand and loseWhen you look at a partner company, you want to check IP power, regular license, fan community, EC/store channel, inventory rotation.
First, see why people buy it again.
As you can see, the market structure of the Taniko economy becomes quite visible.