文｜劲旅网 不知道大家是否注意到一个有趣的现象，近两年以来，国内非遗迎来一轮消费热潮。 来自马蜂窝的大数据显示，2025年上半年"非遗"相关内容发布量已达到2024年全年的145.7%，其中地道风味、地方民俗、非遗传承、特色美食、民间手工艺 成为大众旅行前搜索的高频关键词。 仅在今年就陆续有泉州簪花围、徽州鱼灯、南海赛龙舟、潮汕英歌舞等非遗项目冲上热搜，成为大众热议爆款。 更重要的是，这些非遗项目不但成为流量的香饽饽，也正在悄悄成为一门超级暴利生意。 唐山宴一年就将本地非遗小吃卖出1.6亿、自贡灯会122天光门票就狂收2亿、延边朝鲜族民俗园的民俗旅拍+非遗体验全年创收同样破亿…… 前景大好，钱景可期。 曾经被冷落到活不下去的非遗，怎么这两年突然就爆了呢？ 01 每一个爆款文旅现象背后，皆由文旅需求强力催动。 非遗突然爆火的根源，本质上在于文旅供给侧的错配与不足。 其实这些年，国内文旅消费一直处于供需不匹配的局面，旺盛且多变的文旅需求始终无法得到充沛且精准的供给响应。 于是我们就看到，国内文旅市场隔几年就会冒出一批新供给。 2020年的小众秘境、2021年的露营、2022年的飞盘、2023年的县城旅游、2024 ...

Core Viewpoint - The article discusses how the brand "Zhu Bingren Copper" successfully leveraged a sudden surge in online traffic, particularly following a viral event, to enhance its brand presence and sales, achieving over 600 million yuan in annual revenue. The brand's strategy involved preparing for this influx of attention and adapting its product offerings to meet consumer demand [4][20][24]. Group 1: Brand Strategy and Adaptation - "Zhu Bingren Copper" had already established a "modern workshop" model before the traffic surge, allowing it to effectively capitalize on the increased visibility [5][20]. - The brand's slogan evolved to include both high-end and affordable products, enabling it to cater to a broader audience during the traffic spike [21][58]. - The company successfully transitioned from a focus on high-end cultural gifts to include more accessible products, which helped maintain sales momentum during the viral event [20][24]. Group 2: Traffic Management and Brand Engagement - The brand's founder, Zhu Junmin, recognized the importance of maintaining engagement with the audience through various content formats, such as videos and short dramas, to keep the brand relevant [5][20]. - Following the viral event, the brand experienced a 50-fold increase in sales within a week, demonstrating the effectiveness of its strategy to engage with the sudden influx of customers [19][24]. - The brand's ability to convert traffic into long-term brand assets was attributed to its proactive approach in preparing for the surge and having a diverse product range ready for consumers [4][20][24]. Group 3: Cultural Heritage and Market Positioning - The brand emphasizes that the essence of intangible cultural heritage (ICH) is not just preservation but also making it relevant and needed in contemporary society [5][20]. - Zhu Junmin's approach to ICH involves sharing techniques and knowledge openly, which he believes will help elevate the entire industry rather than keeping it secretive [64][70]. - The brand's positioning as a cultural heritage entity allows it to tap into both online and offline markets, ensuring a steady flow of traffic and consumer interest [26][27].