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      2. 首頁 > 信息動態 > 動態播報

        《2019年非遺新經濟消費報告》發布

        來源:國際商報       發布時間:2019/7/2 15:09:22

          從2001年昆曲入選聯合國教科文組織"人類口頭和非物質遺產代表作名錄"至今,中國以政府為主導的體系化的非遺保護工作已走過了18年。近日,在文化和旅游部非遺司、廣東省文化和旅游廳的指導與支持下,唯品會公益聯合艾瑞咨詢、廣東省振興傳統工藝工作站、文木文化遺產技術服務中心共同發布了首份聚焦當代非遺消費的報告--《2019年非遺新經濟消費報告》。其中,報告總結了目前非遺消費人群和消費品的基本特征。

          "盡管'80后'仍然是唯品會唯愛工坊的消費主力,但'90后'用戶占比達到17.2%。相較其他年齡段人群,'90后'更以235元的客單價名列首位。"報告顯示,在消費者行為特征與變化層面,非遺消費呈現出年輕化趨勢。而相較于男性,女性消費者顯然對非遺消費品更感興趣,購買力更強。唯品會唯愛工坊發布的數據顯示,2018年77.9%的非遺消費人群為女性,人均消費金額257元,遠遠高于男性消費人群的191元。

          此外,對比城市分布,報告顯示雖然目前一二線城市人群購買數量較多,但三線以下城市下沉潛力巨大,且消費產品單價更高。總的來說,非遺消費品消費單價高但頻次低,市場內機遇和挑戰并存。

          就產品本身而言,目前非遺消費品設計的非遺技藝種類不斷增加,消費者更偏好保留明顯民族元素的產品;但相較于大面積的非遺元素,消費者更容易接受小范圍巧妙融合非遺紋樣的產品。其中,首飾配飾、服飾箱包類非遺產品訂單占整體非遺消費品品類約82%,首飾配飾更是成為年輕消費者最為青睞的品類。

          在價位上,親民化產品定價更受消費者歡迎,300元以內價位接受度最高。具體來看,普通配飾百元以下表現佳,精品手表800元以內更具銷售力;女裝200元以內最暢銷,男裝200~299元價格段銷售表現更好;400元以下女包最受歡迎,高價箱包市場仍待培育。

          為了將非遺消費品更快推向消費者,非遺營銷傳播手段也愈發生動化、生活化、社交化。非遺傳播極力創新傳播形式,通過視頻、直播、時裝大秀等更直觀的方式向消費者展現非遺產品的現代化形象,不斷探索內容與媒介融合的可能性以改變非遺傳統刻板形象。此外,非遺元素還從博物館走進百姓家,通過藝術展的櫥窗展示等營銷模式,非遺元素融入通勤、旅行、家居、聚會、購物、親子等各個場景中。微信、抖音等社交媒體傳播締造的"非遺熱"也助力更迅速地建立非遺產品的消費氛圍。

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