The collectibles economy, known as "谷子" (gǔzi) in Chinese—a term derived from the English word "goods"—is experiencing remarkable growth across China. This market, which includes items like badges, acrylic stands, keychains, and plush toys tied to anime, games, and other pop culture IPs, has become a multi-billion-dollar industry.
In 2024, China’s泛二次元 (pan-erciyuan, or "broad二次元") user base reached 503 million, a 2.65% year-on-year increase. The collectibles market itself surged to ¥168.9 billion, up 40.63% from the previous year. Much of this growth is being fueled by expanding e-commerce accessibility, particularly in western regions like Tibet, Qinghai, and Inner Mongolia.
Platform-driven initiatives, such as Pinduoduo’s "千亿扶持" (hundred-billion support) plan, are playing a pivotal role. By reducing operational costs for merchants and extending free shipping to remote areas, these policies are helping niche markets reach new audiences—and the collectibles segment is a prime example.
From Niche Hobby to Mainstream Economic Force
Collectibles, or "谷子," serve as tangible carriers of emotional connection between fans and their favorite virtual characters. For many enthusiasts, these items are more than merchandise—they are companions, symbols of inspiration, and sources of comfort.
The trend is particularly catching on among younger consumers in western China, where access to such products was once limited. Online stores often charged prohibitively high shipping fees to these regions, sometimes exceeding the cost of the products themselves.
Thanks to targeted platform policies, that is rapidly changing. E-commerce platforms are now incentivizing sellers to expand their reach westward through subsidies and logistics innovations.
One such innovation is the "transfer shipping model," which significantly reduces secondary shipping fees to remote areas. As a result, sellers can now offer free shipping even to customers in Tibet or Qinghai, unlocking a massive new customer base.
Case Study: How a Collectibles Brand Scaled Nationwide
Shi Haidong, founder of the collectibles brand "Liting," is a prime example of a seller who leveraged e-commerce growth to build a nationally recognized business.
After earlier ventures in consumer electronics didn’t take off, Shi recognized the rising demand for二次元 merchandise and launched Liting in 2021. The brand started as a small store on Pinduoduo and quickly grew into a flagship enterprise with three online stores and six physical retail locations.
"Pinduoduo made me realize that as long as there's market demand, your product is unique and of high quality, the C2C business can thrive," Shi noted.
Key to Liting’s success was a fan-centric approach. The team actively involved fans in product development—even restarting design projects based on user feedback. This community-driven strategy helped them secure licenses for popular IPs like Jujutsu Kaisen and develop best-selling product lines.
By 2024, Liting’s annual sales exceeded ¥100 million, with 70% year-on-year growth. Nearly half of those sales came from Pinduoduo, and orders from western China grew to nearly 10% of total sales.
The Role of Platform Policies in Market Expansion
Platforms like Pinduoduo are not just storefronts—they are growth partners for sellers. Through initiatives like the "百亿减免" (hundred-billion fee reduction) program and the more recent "千亿扶持" (hundred-billion support) plan, the platform has lowered barriers for small and medium-sized merchants.
These policies reduce deposit requirements, technical service fees, and logistics costs. They also include coupon campaigns and traffic support during major shopping festivals, helping sellers increase exposure and sales volume.
For collectibles sellers like Liting, participation in promotional events such as "万人团" (10,000-person group buys) and limited-time offers has often doubled their usual daily sales.
More importantly, continuous platform optimization—such as extending pre-sale windows and improving notification features—has allowed sellers to better manage inventory and customer expectations in a industry where pre-orders are common.
Why Western Consumers Are Embracing Collectibles
For young consumers like Pema Quzhen, a Tibetan college student, collectibles are a meaningful part of daily life. She collects merchandise from games like Love and Deep Space and animations like The Outcast, often decorating her study space with acrylic stands and badges.
"They give me a sense of comfort and motivation. The stories and relationships in these shows inspire me to be a better friend and person," she shared.
Before platform-led free shipping initiatives, buying such items was often impractical. Shipping fees to remote areas could reach ¥30—almost double the cost of a typical badge. Now, with free shipping available on many storefronts, fans like Pema can shop easily and affordably.
This accessibility has helped build community among western-based fans. They share hauls, exchange shopping tips, and even meet up offline—turning a solitary hobby into a social experience.
Looking Ahead: Sustainability and Growth
The collectibles market shows no signs of slowing down. With more IP collaborations, improved production quality, and increasingly sophisticated consumers, brands are now focusing on long-term growth strategies.
For Liting, that means investing in offline retail spaces and continuing to work closely with both IP holders and fans. As Shi Haidong reflects, "We’ve learned that respect for fans is everything in this industry."
E-commerce platforms will continue to serve as key enablers, especially as they improve logistics infrastructure and marketing support in less-developed regions. As more consumers gain access to affordable collectibles, the market’s westward expansion is likely to accelerate.
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Frequently Asked Questions
What are “谷子” (gǔzi) in Chinese pop culture?
谷子 refers to collectible merchandise derived from anime, games, or other media IPs. These include badges, keychains, acrylic stands, and other small items that fans collect as symbols of their favorite characters or stories.
How has e-commerce helped the collectibles market grow in western China?
E-commerce platforms have introduced subsidies and logistics models that reduce shipping costs to remote areas. This allows sellers to offer free shipping, making products more accessible to consumers in regions like Tibet and Qinghai.
Why are collectibles so popular among young people?
For many, collectibles serve as emotional anchors—tangible reminders of stories or characters that inspire them. They also help build community, as fans often connect online or offline to share their collections.
What should I look for when buying collectibles online?
Always buy from authorized sellers to ensure authenticity and quality. Check product reviews, confirm licensing information, and compare prices across platforms.
How do brands like Liting involve fans in product development?
Some brands crowdsource feedback on character designs, hold fan votes for preferred illustrators, or even adjust product plans based on user comments before final production.
Are collectibles a good business opportunity for new e-commerce sellers?
Yes, particularly if you focus on niche IPs or underserved audiences. Partnering with reliable manufacturers and understanding copyright requirements are essential first steps. Using platform support programs can also help reduce initial costs.