艾媒咨询 | 国潮文化突围——2026年潮玩行业消费趋势研究报告

近年来，潮玩行业持续受益于国潮文化、IP经济、谷子经济、社交媒介及年轻消费群体身份认同的全方位赋能，其消费价值已从单一盲盒收藏延伸至文化认同、情感陪伴、社交货币与日常审美等多场景融合。全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《国潮文化突围——2026年潮玩行业消费趋势研究报告》数据显示，2017-2029年中国谷子经济市场规模呈持续稳步上升趋势，从537亿元预计增长至3089亿元，整体高速增长。潮玩作为谷子经济与国潮文化的重要载体，有望持续受益于文化消费扩容。
2026年中国潮玩消费者希望行业发展方向中，结合国潮文化打造本土特色产品、提升产品质量优化性价比分别占56.66%、55.54%，丰富产品品类占43.67%。分性别看，男性因“产品款式更符合日常审美”“支持国货与本土设计师”“更贴合国潮/中国文化审美”选择国内潮玩品牌的比例分别为36.84%、35.09%、35.09%，女性对应为31.96%、30.70%、27.85%；女性因“价格更亲民、性价比更高”选择的比例为28.80%，高于男性的25.44%。国潮认同、品质性价比与日常审美正成为驱动国内潮玩品牌选择的关键因素。
艾媒咨询分析师认为，当前潮玩消费正由盲盒式符号消费转向文化认同、品质性价比与规范秩序并重，原创保护低占比并非需求弱，而是被国潮、品控等显性体验遮蔽。商家应开发国潮叙事与实用功能结合的中价位产品，强化品控与防伪溯源，联合文旅、教育场景开展主题快闪和联名营销，以原创故事内容提升复购与品牌信任。未来，随着国潮文化持续深化与谷子经济生态完善，潮玩行业仍具备强劲的增长潜力与品牌突围空间。
In recent years, the trendy toy industry has continuously benefited from comprehensive empowerment driven by China-fashion culture, IP economy, "Guzi economy," social media platforms, and the sense of identity among young consumers. Its consumption value has evolved from mere blind-box collecting to integration across multiple scenarios—including cultural identity, emotional companionship, social currency, and everyday aesthetics. According to data from iiMedia Research, a globally leading third-party data mining and analysis firm for new economy industries, in its latest report "Breakthrough of China-fashion Culture: 2026 Trend Research Report on the Trendy Toy Industry," the market size of China's "Guzi economy" has shown a steady upward trend from 2017 to 2029, growing from CNY 53.7 billion to an estimated CNY 308.9 billion, reflecting overall rapid growth. As a key vehicle for both the "Guzi economy" and China-fashion culture, the trendy toy sector is poised to continue benefiting from the expansion of cultural consumption.
In 2026, among Chinese trendy toy consumers, the preferred development directions for the industry were: creating locally distinctive products aligned with China-fashion culture (56.66%), enhancing product quality and optimizing cost-performance ratio (55.54%), and diversifying product categories (43.67%). By gender, among men, the proportions choosing domestic trendy toy brands based on "product styles better aligning with everyday aesthetics," "supporting domestic products and local designers," and "better matching China-fashion/Chinese cultural aesthetics" were 36.84%,35.09%, and 35.09%, respectively; among women, these proportions were 31.96%,30.70%, and 27.85%, respectively. Additionally, among women, the proportion choosing brands due to "more affordable prices and higher cost-performance ratio" was 28.80%, exceeding the 25.44% observed among men. China-fashion identity, quality and value proposition, and everyday aesthetic appeal are becoming key drivers for domestic collectible toy brands.
Analysts at iiMedia Research believe that current collectible toy consumption is shifting from blind-box symbolic consumption toward a balanced focus on cultural identity, quality and value proposition, and established norms. The low proportion of original content protection does not indicate weak demand, but rather that such demand is overshadowed by tangible experiences like China-fashion and quality control. Brands should develop mid-priced products that integrate China-fashion narratives with practical functionality, strengthen quality control and anti-counterfeiting traceability measures, and collaborate with cultural tourism and educational initiatives to launch themed pop-up events and co-branded marketing campaigns—leveraging original storytelling to boost repeat purchases and brand trust. In the future, as China-fashion culture continues to deepen and the grain-based economic ecosystem matures, the collectible toy industry still holds strong growth potential and opportunities for brand breakthroughs.