2024年8月，中国首款3A游戏《黑神话：悟空》发售三天后，全平台销量超过1000万套；2025年春节档 《哪吒之魔童闹海》正式上映，最终拿下154.46亿元票房。现象级案例的层出不穷，让业内外对科技赋 能的文化创新又有了更直观的体会。 国潮的兴起犹如一股巨浪，带着尘封于记忆的璀璨文明，以前所未有的姿态重回大众视野。 与此同时，浪潮中的从业者们也用一次次的实践证明：激活真需求，让消费者从爱看到爱买，才是文化 传承的最佳路径。 在即时满足无处不在的当下，若想通过做加法创造新产品，比以往更简单了。但若想通过做对加法创造 新需求，却比以往更难了。 当起源于唐朝的绒花制作工艺被潮玩Molly穿在身上，当一杯咖啡的美拉德反应链接起书画"打印"，当 圆明园被大空间追踪技术LBSS以1:1复刻在眼前……这些无处不在的国潮创新体验，无疑又一次激活了 消费端。 如今，当我们在谈论文创市场饱和、转型界限时，提及最多的就是有效需求不足。但实际上有效需求不 足也是另一种有效供给不足。 全栈、云应用、元宇宙、底层算力、AIGC内容生产……原本这些令人眼花缭乱的尖端技术，仿佛只有 科技圈的从业者才能如数家珍。 科技创造新产品，服贸打造新 ...

Core Insights - The article discusses how the 138-year-old company Wu Yutai is transforming its image from a traditional brand to an innovative leader in consumer experiences, particularly targeting younger demographics [1] Group 1: Cultural Empowerment and Innovation - Wu Yutai is leveraging cultural IP by integrating tea culture with elements like artifacts and regional art, creating products that serve as cultural carriers [3] - Collaborations with local artists, such as comic artist Li Binsheng, have resulted in products that resonate with local culture, enhancing consumer engagement through relatable designs [3] Group 2: Product Diversification and Modernization - The company is breaking category boundaries by introducing innovative products like tea-flavored ice cream and jasmine tea craft beer, appealing to modern consumption scenarios [5] - Wu Yutai maintains a commitment to quality while innovating product varieties, ensuring that the essence of tea remains central to its offerings [5] Group 3: Experiential Marketing and Consumer Engagement - Wu Yutai is creating immersive and interactive retail spaces that connect tea with everyday life, enhancing the consumer experience [6] - The marketing strategy employs a youthful language and narrative, making the brand relatable to younger consumers and moving away from traditional marketing approaches [7] - The overall innovation strategy focuses on combining cultural elements with experiential marketing, allowing Wu Yutai to carve out a unique position in a competitive market [7]

Core Insights - The article discusses the concept of innovative consumption and aims to explore market consumption potential through a survey targeting various consumer demographics [1] Group 1: Innovative Consumption Demand and Payment Willingness - Key factors consumers value in innovative consumption include convenience (79.8%), reasonable pricing (69.7%), and product/service quality (72.87%) [4] - A significant portion of consumers (14.85%) are very willing to pay a higher price for innovative products/services that clearly enhance their quality of life, while 33.47% are somewhat willing, needing to assess the value-price match [4] - 45.74% of respondents are price-sensitive and may not be willing to pay more for innovation [5] Group 2: Customization Needs - 61.8% of consumers express a comparative need for personalized customization, viewing it as a bonus rather than a necessity [7] - 11.11% are willing to pay a premium of 10%-30% for customized products/services [7] Group 3: Awareness and Acceptance of Innovative Consumption - 48.12% of respondents recognize shared economy models as innovative consumption, while 71.29% identify unmanned retail as a current innovative consumption model [9] - 44.16% of consumers know some aspects of innovative consumption, while 41.58% are somewhat familiar [10] Group 4: Attitudes Towards Emerging Technologies - 25.16% of consumers are very welcoming of new technologies in consumption, while 50.9% are more accepting but remain neutral [12] - Concerns about privacy and actual benefits are prevalent, with 20.8% focusing solely on tangible outcomes [12] Group 5: Interest in Innovative Consumption Models - The most popular innovative consumption models among consumers include shared/rental models (56.04%), subscription services (43.17%), and immersive experience consumption (49.7%) [14] - C2M customization and upgrade/replacement models also show significant interest at 42.38% and 39.6%, respectively [14] Group 6: Consumer Concerns and Expectations - Major consumer concerns when trying new consumption methods include value perception and quality assurance [19] - Consumers expect to see innovation in daily shopping (69.31%), home life (59.41%), and health management scenarios (55.25%) [21] Group 7: Demographic Insights - The survey included a diverse demographic, with 53.07% of respondents from first-tier cities and a significant portion being corporate employees (63.76%) [22] - Age distribution shows a notable representation from the 26-35 age group (42.85%) and a variety of income levels, with 27.33% earning between 8001-12000 yuan [22]