食品+二次元?又一个万亿级产业正在崛起!
二次元食品联盟成立、全网征集菜品、次元专家讨论行业发展......近期,又个业正“二次元食品”这一概念火出圈。产崛起当人类每日生活刚需与新潮二维概念两相融合,食品将会产生怎样奇妙的次元“化学反应”,创造出哪些新的又个业正消费理念和消费场
2023岁末,一场有关二次元文化及二次元食品需求的产崛起研究座谈会在广州进行。企业代表与二次元圈内资深人士、食品食品行业教授、次元媒体人士等一起探讨如何推动食品行业进入二次元群体市场。又个业正
五亿用户规模
二次元群体消费潜质大
“二次元”原指“二维世界”,主要指以二维图像构成的平面架空世界,在现实生活中以动画、漫画、游戏、小说等载体呈现被大家所认知。据《2022中国二次元内容行业白皮书》显示,中国泛二次元用户规模已达4.9亿人,市场规模已达1740亿元,预计在2026年将突破5.2亿人。
基数庞大之余,国内的二次元用户,大部分已成长为有消费能力的群体,因而任何一个细分赛道的成功开发,都有可能撬动又一个万亿级产业。其中,二次元食品就是具有巨大潜力和广阔空间的市场之一。
在2023年底的座谈会中,来自百年糕饼老店、新式茶饮店、电商食品供应链的企业代表,与二次元圈内资深人士、食品行业教授、媒体人士“破次元”围坐在一起,探讨如何打造二次元专属的食品赛道,开拓有活力的新市场。
二次元食品火爆
为百年老店赋能青春
“二次元可以出现在任何地方,需要发挥我们的想象力。”会议现场有业内人士表示,美食和二次元的相遇,不仅能为食品行业再造生机,扩大消费市场,还将传统文化和年轻文化融合,推动中华美食和国漫玩出新意,产生更大影响力。
其中,传统的中式点心与二次元文化的碰撞,正成为百年老店开辟新赛道的重要方向。香港大三元食品有限公司总裁颜思颖表示,大三元酒家主要生产月饼、凤梨酥、蝴蝶酥、年糕、萝卜糕、马蹄糕等,供应陶陶居、点都德、岭南集团下各大酒店等知名餐饮企业。近年来,随着二次元群体的消费热情不断高涨,大三元食品也开始钻研进军二次元市场。
颜思颖表示,基于二次元群体年轻、热爱创新、追求高品质生活的特性,公司目前正在研发添加黄皮、荔枝、无花果、蓝莓等原料的老婆饼,以及添加80%-100%菠萝馅料的菠萝饼,都是主打健康、轻甜的无防腐剂糕点。新品研发成功后,公司计划定制模具、设计二次元产品形象、拍摄二次元风格短视频等。
摆脱形式叠加
注重深层次文化交融
国家工信部品牌培育专家、华南理工大学工商管理学院教授陈明表示,二次元与农业的跨界,不是简单的形式叠加,还必须有更深层次的文化赋能与交融,否则无法触动年轻群体的心灵,而产生购买冲动和持续消费的欲望。
汇策创投副总经理游健对此深有体会。“一袋大米无论与什么IP联名,可能都无法打开二次元市场。但将大米做成米通就可以,因为零食是年轻人爱吃的食物。”
有企业更为大胆创新。连锁茶饮十八廿二创始人李永恒,为品牌打造了西关小姐和东山少爷的浪漫IP,通过拍摄系列民国风视频,讲述了一段广府韵味的爱情故事。接下来奶茶店将通过营造场景、设置拍照打卡点融入二次元元素,将产品IP化、形象化、人格化,希望借助二次元文化,吸引更多年轻消费者。
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