艾媒咨询 | 2025年中国文创产品行业消费行为洞察报告丨十大品牌排行榜

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。（《艾媒咨询 | 2025年中国文创产品行业消费行为洞察报告》完整高清PDF版共31页，可点击文章底部报告下载按钮进行报告下载）

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.(“iiMedia Report | Analysis report on China cultural and creative products industry consumer behavior insight in 2025”full version has 31 pages, please click the download button at the bottom of the article to download the report)

2025年中国消费者对文创产品的偏爱类型

数据显示，生活家居类产品以30.31%的占比位居首位，显示出消费者对家居装饰和日常用品的高需求。装饰类产品（29.85%）和穿戴类产品（29.62%）紧随其后，反映出消费者对个性化和时尚的追求。文具手账类（28.80%）和食品饮料类（27.64%）分别位列第四和第五，显示出文具手账和美食文化对消费者的吸引力。工艺品类（24.85%）和音乐艺术类（24.62%）也表现不俗，说明消费者对艺术和文化产品有一定的偏好。其他类别如盲盒类、数字文创类、彩妆类的占比相对较低，但仍有一定的市场需求。

2025年中国消费者购买文创产品的频率

数据显示，一月一次购买文创产品的消费者占比最高，达到32.23%，显示出定期购买习惯。2-3个月购买一次的消费者占比22.39%，位居第二，说明部分消费者有周期性购买需求。一周一次购买的消费者占比17.05%，表明有一定比例的消费者对文创产品有持续需求。想买就买，无固定频率的消费者占比13.01%，显示出部分消费者的购买行为较为随意。半年一次购买的消费者占比8.82%十大品牌排行榜，相对较低。一周2-3次及以上和极少购买的消费者占比分别为4.77%和1.74%，说明高频购买和几乎不购买的消费者较少。

2025年中国消费者对文创产品设计注重因素

数据显示，实用性与功能性占比最高，达58.24%，表明消费者最看重产品的实用价值。美观度与审美价值以54.91%位列第二，显示消费者对产品的外观美观有较高期待。情感共鸣与故事性占比51.01%，位居第三，说明情感价值对消费者同样重要。创意与新颖性占比39.45%，用户体验与互动性占比34.68%，文化内涵的深入挖掘与表达占比32.37%，这些因素也受到一定重视。耐用性与维护性占比最低，仅为16.91%，显示出消费者对文创产品的耐用性关注相对较低。

2025年中国消费者选购文创产品的关注因素

数据显示，创意性或独特性占比最高，达到37.28%，说明消费者在选择文创产品时最看重产品的独特创意。文化内涵和纪念意义紧随其后，占比分别为34.39%和30.49%，显示消费者对产品的文化价值和意义也较为关注。特色的地域文化、产品材质和用户评价或口碑占比均超过28.00%，表明消费者对产品的地域特色和材质有一定偏好。价格和联名IP占比相对较低，分别为23.84%和23.27%，说明价格因素和IP联名对消费者的影响相对较小。