艾媒咨询 | 2023年中国文创与礼物经济行业发展研究报告

随着经济的发展和社会的进步，中国文化产业不断提质升级，人们精神需求与文化自信不断增强，对于体验式、个性化和具有文化内涵的产品的需求也越来越高。iiMedia Research（艾媒咨询）数据显示，消费者购买文创产品的主要关注因素是产品的纪念意义、美观性、文化内涵与实用性。在数字化和科技创新的推动下，中国文创产品行业呈现多元化、数字化的发展趋势，文创产品通过跨界、融合和创新，以“文创+”模式为文化艺术产业与其他产业的互动互融带来了高能文化附加值。

2018广东互联网大会演讲PPT|AI赋能新文创|亚信咨询

2018广东互联网大会-AI赋能新文创-袁道唯

2018广东互联网大会演讲PPT|打造精品内容 用大数据为文创产品赋能|三七互娱

2018广东互联网大会-打造精品内容 用大数据为文创产品赋能

艾媒咨询|2021年中国5G+新文创产业研究报告

本报告研究涉及企业/品牌/案例：沃音乐，虎牙直播，淘宝直播

5月20日，由四川联通、联通在线以及中国联通MEC运营中心联合主办，联通沃音乐协办的“2021年5G新文创产业峰会”(NCCIS2021)在成都成功举办。艾媒咨询集团CEO兼首席分析师张毅受邀参加本次峰会，并现场发布《2021年中国5G+新文创产业研究报告》，透过数据为大家带来“新视野”。《2021年中国5G+新文创产业研究报告》由艾媒咨询联合联通沃音乐共同发布。报告对中国5G+新文创发展背景、概况、特点等进行全面分析，并围绕5G+影视、5G+党建、5G+音乐、5G+直播、5G+短视频、5G+旅游等细分领域发展现状，以及结合5G+新文创标杆案例介绍，全面解读中国5G+新文创未来发展趋势。
On May 20, the "2021 5g new cultural and Creative Industry Summit" (nccis2021), CO sponsored by Sichuan Unicom, Unicom online and China Unicom MEC operation center and co sponsored by Unicom Wo music, was successfully held in Chengdu. Zhang Yi, CEO and chief analyst of iimedia Consulting Group, was invited to attend the summit and released the "Research Report on China's 5g + new cultural and creative industries in 2021" on the spot to bring you "new vision" through data《 The Research Report on China's 5g + new cultural and creative industries in 2021 was jointly released by iimedia consulting and Unicom Wo music. The report comprehensively analyzes the development background, general situation and characteristics of China's 5g + new cultural innovation, and comprehensively interprets the future development trend of China's 5g + new cultural innovation around the development status of 5g + film and television, 5g + party building, 5g + music, 5g + live broadcast, 5g + short video, 5g + tourism and other sub fields, as well as the introduction of 5g + new cultural innovation benchmarking cases.

德艺文创：2021年第三季度报告

第二届中国文创产业大会演讲PPT|2018中国文化创业产业现状及发展趋势分析报告

中国文化创意产业在未来升级中将更加深入大众、开创生活、面向未来，也将成为中国乃至全球新一轮创新发展的核心驱动力之一；未来美好的生活品质还需要文创来创造，文化创意产业也将打造一个集品牌、品味、品质于一体的数字新时代。

艾媒咨询|2021年中国文玩电商行业发展研究报告

本报告研究涉及企业/品牌/案例：微拍堂，玩物得志，天天鉴宝

随着物质生活的日益丰富，人们对精神文化的消费需求也越来越高，文玩艺术品作为文化的载体，受到了越来越多消费者的青睐。在线上化模式兴起的趋势以及直播模式的带动下，文玩电商的用户规模呈现跨越式增长。iiMedia Research(艾媒咨询)数据显示， 2020年文玩电商行业用户规模达6085万人，交易规模达1630亿元，预计2023年整体用户规模将突破一亿人次，交易规模超过5000亿元。目前文玩电商行业已形成了“直播+竞拍+鉴定+社群”的商业模式，不仅解决了用户在购买、鉴定等场景下的痛点，同时整合了行业资源，大大完善了文玩收藏平台的生态圈，有效激发了文玩市场的发展活力。
With the increasing enrichment of material life, people's consumption demand for spiritual culture is also higher and higher. As the carrier of culture, stationery and artworks are favored by more and more consumers. Driven by the rising trend of online mode and live broadcast mode, the user scale of entertainment e-commerce has increased by leaps and bounds. According to iimedia research, in 2020, the number of users in the entertainment e-commerce industry will reach 60.85 million and the transaction scale will reach 163 billion yuan. It is expected that the overall number of users will exceed 100 million in 2023 and the transaction scale will exceed 500 billion yuan. At present, the entertainment e-commerce industry has formed a business model of "live broadcast + Auction + appraisal + community", which not only solves the pain points of users in the scenes of purchase and appraisal, but also integrates industry resources, greatly improves the ecosystem of the entertainment collection platform, and effectively stimulates the development vitality of the entertainment market.

艾媒咨询 | 2025年中国文创产品行业消费行为洞察报告

文创产品作为文化创意与产品设计相结合的产物，近年来在全球范围内迅速兴起。它不仅承载着丰富的文化内涵，还以独特的创意和设计满足了消费者对于个性化、高品质产品的需求。随着人们生活水平的提高和文化消费意识的增强，文创产品行业展现出巨大的发展潜力，成为文化产业的重要组成部分。根据全球新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国文创产品行业消费行为洞察报告》数据显示，当前文创产品市场表现出积极态势，近七成消费者呈现出较高的购买意愿，其中30.31% 的消费者对家居装饰和日常用品类的文创产品需求强烈。在文创品牌选择中，故宫博物院和中国国家博物馆备受青睐，超三成消费者会购买其文创产品，彰显出极高的影响力和认知度。在此良好发展背景下，37.57% 的消费者期待未来文创产品在文化内涵、产品质量和耐用性方面能够得到进一步加强和提升，这也为文创产品的发展方向提供了重要参考。艾媒咨询分析师认为，文创产品行业作为文化产业的新兴领域，市场前景广阔，发展潜力巨大。文创产品行业竞争日益激烈，参与者众多。既有博物馆、美术馆等文化机构，凭借其丰富的文化资源和品牌影响力，在文创产品市场占据一席之地；也有专业的文创企业，通过敏锐的市场洞察力和强大的设计研发能力，推出一系列具有市场竞争力的产品；此外，一些互联网企业也纷纷涉足文创领域，利用其技术优势和平台资源，推动文创产品的创新与发展。
As a combination of cultural creativity and product design, cultural and creative products have risen rapidly in the world in recent years. It not only carries a rich cultural connotation, but also meets the needs of consumers for personalized and high-quality products with unique creativity and design. With the improvement of people's living standards and the enhancement of cultural consumption awareness, the cultural and creative product industry has shown great development potential and become an important part of the cultural industry. According to the latest "Analysis report on China cultural and creative products industry consumer behavior insight in 2025 " released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry. According to the data of the Insight Report, the current cultural and creative products market shows a positive trend, and nearly 70% of consumers show a high willingness to buy, of which 30.31% of consumers have a strong demand for cultural and creative products of home decoration and daily necessities. In the choice of cultural and creative brands, the Palace Museum and the National Museum of China are favored, and more than 30% of consumers will buy their cultural and creative products, demonstrating a high influence and recognition. In this good development background, 37.57% of consumers expect that cultural and creative products in the future can be further strengthened and improved in terms of cultural connotation, product quality and durability, which also provides an important reference for the development direction of cultural and creative products. Analysts of IIMedia Consulting believe that the cultural and creative products industry, as an emerging field of the cultural industry, has broad market prospects and great development potential. The competition of cultural and creative products industry is increasingly fierce, and there are many participants. Existing museums, art galleries and other cultural institutions, with their rich cultural resources and brand influence, occupy a place in the market of cultural and creative products; There are also professional cultural and creative enterprises, through keen market insight and strong design and development capabilities, launched a series of competitive products; In addition, some Internet companies have also been involved in the field of cultural and creative products, using their technical advantages and platform resources to promote the innovation and development of cultural and creative products.

艾媒咨询 | 2025年中国国潮经济消费行为调查数据

随着文化自信提升和产业升级，国潮经济加速渗透，覆盖以服饰、美妆为代表的时尚消费领域，以智能家居、文创产品为核心的科技文化领域，以及非遗活化、老字号创新的文化传承领域。根据全球新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国国潮经济消费行为调查数据》数据显示，85.79%消费者更倾向选择国内潮流品牌，其中48.69%因“中国风设计元素”形成消费偏好。服饰与小型家电成国货消费主力，分别占比37.94%和32.18%，短视频平台以35.32%占比成为核心产品认知渠道。消费者购买时更注重官方线上渠道，款式新颖度与技术创新是驱动消费的核心要素。调研显示，消费者对国货质量信任度显著提升，71.23%认为国货较五年前有质变飞跃。但31.55%消费者指出“国际潮流接轨不足”是最大短板，同时存在IP创新乏力、性价比失衡等问题。艾媒咨询分析师认为，品牌需在保留传统文化精髓基础上强化国际化设计语言，构建全渠道服务体系提升消费体验。建议通过数字技术赋能非遗活化，在智能家居、文创产品等领域深化文化科技融合。政府与企业应协同建立国潮标准体系，借助跨境电商推动刺绣、茶艺等文化符号全球化传播。
With the improvement of cultural confidence and industrial upgrading, the country's economic penetration has accelerated, covering the fashion consumption field represented by clothing and cosmetics, the science and technology culture field with smart home and cultural and creative products as the core, and the cultural inheritance field of intangible cultural heritage activation and time-honored brand innovation. According to the latest "Data from China's economic Consumption Behavior Survey in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 85.79% of consumers are more inclined to choose domestic trend brands, of which 48.69% form consumption preferences due to "Chinese style design elements". Clothing and small household appliances became the main force of domestic consumption, accounting for 37.94% and 32.18%, respectively, and short video platforms became the core product cognition channel with 35.32%. Consumers pay more attention to official online channels when purchasing, and novelty of style and technological innovation are the core factors driving consumption. According to the survey, consumers' trust in the quality of domestic products has increased significantly, and 71.23% believe that domestic products have made a qualitative leap compared with five years ago. However, 31.55% of consumers pointed out that "insufficient international trend integration" is the biggest weakness, and there are problems such as lack of IP innovation and imbalance of cost performance. iiMedia Research believe that brands need to strengthen international design language on the basis of retaining the essence of traditional culture, and build an omni-channel service system to enhance consumer experience. It is suggested to enable the activation of intangible cultural heritage through digital technology, and deepen the integration of culture and science and technology in the fields of smart home and cultural and creative products. The government and enterprises should work together to establish a national tide standard system, and promote the globalization of cultural symbols such as embroidery and tea art with the help of cross-border e-commerce.

艾媒报告 |2018-2019中国文化创意产业现状及发展趋势分析报告

本报告研究涉及企业/品牌包括:腾讯游戏、昆仑、网易游戏、掌趣科技、三七互娱、完美世界、游族网络、巨人网络、王者荣耀、阴阳师、乱斗西游、诛仙、永恒纪元、狂暴之翼、全民奇迹、部落冲突、QQ音乐、酷狗音乐、酷我音乐、网易云音乐、虾米音乐、百度音乐、今日头条、微博、唱吧、音悦台、沃音乐、支付宝、微信支付、众筹、唯喜文化

iiMedia Research（艾媒咨询）数据显示，2018年中国手机游戏用户规模达到5.65亿人、音乐客户端用户规模达到5.43亿人、动漫用户规模达到2.76亿人。艾媒分析师认为中国文化创意产业具有基于大数据的文化创作正在普及、区块链文化版权保护发展等八大趋势，但同时也要注意文创人才短缺、高质量内容和核心创意缺乏等五大问题。

Since the 18th national congress of the communist party of China, cultural and creative industry in China has been developing well, supported by national policies, economy, society, science and technology and other conditions. With the upgrading of consumption and the promotion of the national cultural consciousness, the overall revenue scale of cultural and creative industry has been expanding, and the supply has presented a gap. At present, cultural and creative industry in China has the characteristics of common development of game animation, music audio and other industries. According to iiMedia Research, the number of mobile game users in China has reached 565 million in 2018, the number of music client users has reached 543 million, and the number of animation users has reached 276 million . In this report, the characteristics of China's cultural and creative industry are specifically analyzed from eight subsectors, namely game, animation, film, offline mini KTV, music, audio, short video and knowledge payment, and the existing five industry problems are proposed. iiMedia analysts believe that the development of China's cultural and creative industry has the following features and eight trends: traditional culture presents higher civilization through science and technology; 5G development brings more opportunities to the cultural and creative industry; Cultural creation based on big data is gaining popularity; the development of blockchain culture and copyright protection ect.