谷子经济 · 国内自带时空穿梭感的民宿书院 | A HOMESTAY SPACE WITH SENSE OF TRAVEL

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文旅行业中的谷子经济指的是以动漫、游戏、偶像等流行文化元素为主题的周边商品，如徽章、卡片、挂件等衍生产品的经济现象。2023年中国“谷子经济”市场规模已超1200亿元。预计未来数年将持续增长，到2029年整体市场规模将超过3000亿元。消费趋势：随着年轻人对个性化表达和社交需求的追求，“谷子”作为一种情绪价值消费模式，逐渐受到青睐。潮玩行业经历了从轻奢小众向大众平价的演变，这一过程中得到了政策的支持，使得其规模与客群数量持续增长。Z世代成为了潮玩的主力军，他们的消费行为推动了潮玩经济的蓬勃发展。随着消费市场情绪的兴起，潮玩行业的面貌愈发多元化，消费场景不断拓展，文化影响力也日益增强。

The grain economy in the cultural tourism industry refers to the economic phenomenon of peripheral goods, such as badges, cards, pendants and other derivative products, which are themed with popular cultural elements such as animation, games, and idols. In 2023, the market size of China's "millet economy" has exceeded 120 billion yuan. It is expected to continue to grow in the next few years, and the overall market size will exceed 300 billion yuan by 2029. Consumption trend: With young people's pursuit of personalized expression and social needs, "millet" is gradually favored as a consumption model of emotional value. The trend play industry has experienced the evolution from light luxury niche to mass affordable, which has been supported by policies in the process, making its scale and the number of customers continue to grow. Generation Z has become the main force of tide play, and their consumption behavior has promoted the vigorous development of tide play economy. With the rise of consumer market sentiment, the face of the tide play industry is becoming more diversified, the consumption scene is expanding, and the cultural influence is also increasing.

游戏与动漫周边市场正经历着迅猛的增长，其中收藏卡牌、卡片以及棉花娃娃展现出巨大的潜力。卡通和动漫周边产品在促销活动和展会的推动下，部分品类实现了高速增长，品牌IP的影响力日益集中，中高端毛绒玩具尤为受到消费者的青睐。同时，游戏和电竞实物周边也呈现出波动性增长的趋势，以米哈游为主导，国乙游戏的周边产品表现尤为出色。潮玩盲盒的销售情况起伏不定，但消费者逐渐趋于理性，泡泡玛特在这一领域保持领先，其价格带多样且直播玩法不断创新。收藏卡牌和卡片市场则受到新品发售的影响，店铺间的竞争呈现出多样化态势。棉花娃娃的销售稳定中带有变化，头部品牌集中度高，衍生品有效带动了消费。

The games and anime peripheral market is experiencing rapid growth, in which collectible cards, cards and cotton dolls show great potential. Cartoon and animation peripheral products in the promotion of activities and exhibitions, some categories have achieved rapid growth, the influence of brand IP is increasingly concentrated, and high-end plush toys are especially favored by consumers. At the same time, the physical perimeter of games and esports also showed a trend of volatility growth, led by Miha, and the peripheral products of national B games performed particularly well. The sales of tide play blind box ups and downs, but consumers gradually become rational, bubble Mart in this field to maintain the lead, its price with a variety of live play innovation. Collectible cards and card markets are affected by new products, and the competition between stores shows a diversified trend. The sales of cotton dolls are stable with changes, the concentration of head brands is high, and derivatives effectively drive consumption.

市场特点与消费者行为方面，各细分市场均展现出独特的特点，消费者在不同市场中的需求和行为也存在差异。例如，在卡通和动漫周边市场，消费者更加注重IP；游戏和电竞实物周边市场则受游戏热度的影响较大；潮玩盲盒市场追求的是惊喜感；收藏卡牌和卡片市场热衷于收集与互动；而棉花娃娃市场则受到促销和联名活动的影响。

In terms of market characteristics and consumer behavior, each market segment shows its unique characteristics, and consumers' demands and behaviors in different markets are also different. For example, in the cartoon and animation market, consumers pay more attention to IP; The physical market surrounding games and esports is more affected by the popularity of games; The trend of blind box market is the pursuit of surprise; Collectible cards and card markets are passionate about collecting and interacting; The cotton doll market is influenced by promotions and co-branding campaigns.

一、广西 · 黄姚书院

RESIDENTIAL DESIGN

在广西的东北部，漓江下游，隐藏着一个不为人知的瑰宝—黄姚古镇。这座历经千年的古镇，如同一幅淡雅的水墨画，静静地铺展在喀斯特地貌的群山之间。黄姚，一个名字中都带着古朴与宁静的地方，以其独特的魅力，吸引着越来越多的游客前来探寻。黄姚古镇的历史可以追溯到宋代，距今已有近千年的历史。黄姚书院位于古镇的龙门街上，紧邻古镇中心，交通便利。民宿的设计融合了现代与古典的元素，既保留了古镇的传统风貌，又融入了现代的设计理念。

In the northeast of Guangxi, on the lower reaches of the Li River, there is a hidden treasure - Huangyao Ancient Town. This ancient town after thousands of years, like an elegant ink painting, quietly spread among the karst landscape of the mountains. Huangyao, a place with simplicity and tranquility in its name, attracts more and more tourists to explore with its unique charm. The history of Huangyao Ancient town can be traced back to the Song Dynasty, which has a history of nearly one thousand years. Huangyao Academy is located on Longmen Street in the ancient town, close to the center of the town, with convenient transportation. The design of the homestay combines modern and classical elements, retaining the traditional style of the town and integrating modern design concepts.

青砖瓦黛，与古镇山水浑然一体。体验小桥流水人家的生活情趣。民宿坐拥山水窗景，深藏于古镇之中，与山野和谐相融。漫步在古韵悠长的石板路上，跨过潺潺流水的小桥，感受千百年来小桥流水人家的独特韵味。古镇街头，青砖瓦黛的建筑群山环抱，绿水环绕，烟火气息与古朴风情交织，仿佛让人“梦回汉唐”。在这千年古镇中，黄姚书院矗立其中，民宿的外观设计与之相得益彰，古色古香的屋檐、青砖墙面，尽显古镇风貌。书院内藏书丰富，客房窗景远眺群山叠嶂，近观青砖瓦黛，民宿沿山脚而建，喀斯特地貌的峰林景观令人叹为观止，大自然的鬼斧神工在此展现无遗。

Green brick tile, with the ancient town landscape integrated. Experience the fun of life of Xiaoqiao River family. The homestay has a landscape window view, hidden in the ancient town, and harmonious integration with the mountains. Walk on the ancient stone road, cross the gurgling water bridge, feel the unique charm of the small bridge water family for thousands of years. On the streets of the ancient town, the buildings of green brick and tile are surrounded by mountains, surrounded by green water, and the atmosphere of fireworks and the simplicity of the atmosphere are intertwined, as if people "dream back to Han and Tang Dynasties". In this millennium town, Huangyao Academy stands among them, and the appearance design of the homestay complements it. The antique eaves and green brick walls show the style of the town. There is a wealth of books in the academy, the window view of the guest rooms overlooking the mountains, the close view of the green brick tiles, the guest house is built along the foot of the mountain, the karst landscape of the peak forest landscape is breathtaking, and the uncanny workmanship of nature is fully displayed here.

设计上采用了黑白深沉的色调，而在软装上则大胆地选择了粽橙色系。中庭水院中缓缓升起的水雾，青松矗立其中，让人心境也随之沉寂。每间客房都拥有独特的景致，青川近在咫尺，客房结构高挑，风格淡雅。

In design, this homestay uses black and white deep tones, and in the soft installation is bold to choose reed orange system. The water mist rising slowly in the courtyard of the courtyard, the green pine stands among them, and the mood of people is also silent. Each room has a unique view, Qingchuan is close at hand, the room structure is tall, elegant style.

二、室内美学

RESIDENTIAL DESIGN

民宿的外观设计与古镇风格同为一派，古色屋檐，青砖墙面，书院中馆藏书有千册，客房内窗景远观群山叠嶂，近看青砖瓦黛，民宿沿山脚而立，喀斯特地貌峰林让你不得不感叹大自然的鬼斧神工。

The appearance design of the hostel is the same as the style of the ancient town, the ancient eaves, the green brick walls, the collection of thousands of books in the academy, the window view of the guest room, the mountain peaks, the hostel stands along the foot of the mountain, the karst landscape peak forest makes you have to sigh the uncanny workmanship of nature.

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