The magic of goods

A good business?

Tao has been purchasing ACGN merchandise since high school, though back then, the term "goods "wasn't commonly used, and it was considered a niche hobby. "But now, if you talk to a college student, chances are they're into it or at least know something about it. Even my young niece joins me to check out goods stores," she said.

Li Pengfei, the manager of IP Star, a goods chain store in Beijing, echoes Tao's observation. He is pleased with the steady foot traffic in his store and notes that many loyal customers eagerly line up whenever new products are released.

"Our customers are mostly high school and college students, with a good number of young adults as well," he said. "While most spend just a few dozen yuan per visit, some may spend up to thousands."

Not long ago, getting ACGN merchandise often meant going through overseas agents, online shops, or anime conventions, which sometimes raised doubts about product authenticity or led to damaged goods from rough shipping. However, as the ACGN industry has expanded and matured, chain stores like IP Star, March Monster, Goodslove, Mancool, and others have emerged.

As businesses grow, many stores face the challenge of product homogenization. As a result, each store is working to carve out its own unique identity.

According to Li, IP Star secures authorization for a select number of IPs to create exclusive merchandise. They have also ventured into ACGN-themed dining by opening a restaurant in Beijing, which features rotating themes like Detective Conan, Heaven Official's Blessing, and Arknights.

Wang Yinglian, the manager of Beijing's first March Monster store, believes the store's uniqueness lies in its wide range of IPs and a large inventory of goods from Japanese manufacturers.

She also pointed out the growing trend of goods stores clustering together. According to her, "eating grains" has become a subculture that serves as a social hub for many ACGN enthusiasts, who gather to discuss their favorite merchandise and make friends with others who share their tastes. In response, many shopping malls are introducing a variety of goods stores and regularly hosting ACGN-themed events to cultivate a vibrant subcultural atmosphere.

"I can genuinely feel that ACGN and goods cultures are shifting from niche communities to the mainstream. Both enthusiasts and stores can anticipate a brighter future," she said.