非遗赋能新消费 国货品牌探索“文化＋产业”融合路径

Core Insights - China's economy is transitioning from high-speed growth to high-quality development, with consumption increasingly becoming the main engine of economic growth [1] - Domestic brands are seizing market opportunities by exploring new paths of cross-border integration between intangible cultural heritage (ICH) and new consumption [1] Group 1: Cultural Integration and Consumer Trends - The upcoming Spring Festival has seen a surge in "Guochao" (national trend) in the New Year goods market, with a deeper cultural attribute in "New Chinese-style" consumption [1] - The Bai ethnic group's ICH "Jia Ma" from Dali, Yunnan, is being innovatively integrated into modern consumer scenarios, aligning with the emotional consumption needs of young consumers [1] - The brand "Xi Wu Ji" is focusing on traditional culture, launching a New Year campaign themed "Jia Ma Yi Xia, Zi Ran You Hao Yun," which connects the auspicious meanings of "Jia Ma" with modern consumer sentiments [1] Group 2: Experiential Consumption and Social Responsibility - Industry analysis indicates that consumers, especially the Z generation, prioritize cultural experiences and emotional resonance over mere material acquisition [2] - "Xi Wu Ji" is collaborating with brand ambassador Ding Zhenzhu to create a limited-time ICH pop-up event in key urban areas, providing an immersive interactive experience [2] - The integration of ICH with social responsibility is evident, as "Xi Wu Ji" incorporates ecological views into traditional customs, linking past conservation projects with cultural transmission [4] Group 3: Market Competitiveness and Global Reach - The deep integration of ICH with domestic brands reflects a shift from "Made in China" to "Created in China," where traditional cultural resources are transformed into competitive market elements through commercial innovation [4] - Experts suggest that enhancing brand value and global competitiveness through craftsmanship and excellent culture will promote "New Chinese-style" aesthetics in international markets, becoming a significant part of global new consumption [4]