天猫发力文创赛道：目标孵化百款年成交破百万新品

Core Insights - Tmall released the "2026 Tmall Cultural and Creative Industry Trend Report," highlighting key consumer trends in the cultural and creative sector [1] - The report indicates that female consumers under 30 years old are the primary drivers of cultural and creative consumption, accounting for nearly 70% of the market [1] - Tmall plans to heavily invest in the cultural and creative sector by launching a dedicated channel and aims to incubate 100 new cultural products with sales exceeding 1 million yuan each by 2026 [1] Consumer Behavior - Cultural and creative consumption is primarily focused on gifting, decoration, blessings, and weddings [1] - Over 80% of consumers purchase cultural products at least once every two months, with 43.4% willing to pay between 50 to 200 yuan for a single item [1] - Emotional and interest-driven consumption has become the mainstream mindset, representing 40% of consumer behavior [1] Market Trends - The top three areas where consumers are willing to spend for emotional value and interest include travel, gaming, and music festivals [1] - Tmall has established official flagship stores for 77 domestic and international museums, with plans to launch over 5,000 new cultural products by 2025 [1] - In the past year, 700 million visits were recorded on Taobao and Tmall for museum browsing, with users aged 18 to 34 making up over 80% of this demographic [1]