非遗直播火热，抖音电商一年售出65亿单非遗好物

Core Insights - Douyin E-commerce released a report highlighting the booming sales of intangible cultural heritage (ICH) products, with over 6.5 billion units sold in the past year, driven significantly by live-streaming e-commerce [1][2] Group 1: Sales Performance - Live-streaming e-commerce has played a crucial role in the sales of ICH products, with 63% of sales coming from merchant live broadcasts [2] - More than 10 ICH merchants achieved sales exceeding 10 million yuan through live-streaming, showcasing the effectiveness of this sales model [2] - During the International Intangible Cultural Heritage Festival, Douyin E-commerce facilitated a sales event that generated over 400 million yuan on the first day [2] Group 2: Consumer Preferences - The report indicates a shift towards "active purchasing" behavior among consumers, with a 51% year-on-year increase in sales driven by Douyin's search function [5] - Douyin Mall contributed to a 42% year-on-year growth in sales of ICH products, highlighting the platform's effective product display and shopping experience [5] - The main consumer demographics for ICH products are the "post-90s" and "post-00s," with order shares of 38.9% and 21.3% respectively, indicating a growing recognition and willingness to consume ICH culture among younger generations [9] Group 3: Popular Products and Regions - Popular ICH products include handmade snacks, traditional pastries, and various traditional crafts, with specific regions like Jingdezhen and Foshan emerging as key production areas [6] - Major cities for ICH product purchases include Shanghai, Beijing, Chongqing, Guangzhou, and Chengdu, reflecting regional consumer preferences [6] Group 4: Future Outlook - Douyin E-commerce aims to leverage its platform to further promote and integrate ICH products into modern lifestyles, ensuring the revival of ancient cultural techniques among younger consumers [11]