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Abstract
Background: China’s arts and crafts industry is upgrading through the integration of aesthetics and daily life, reflecting rising quality-of-life demands. Covering materials to markets, it drives both cultural and consumer growth. Objective: This paper aims to provide an in-depth analysis of the current status and consumption patterns of China`s arts and crafts industry, while exploring its future development trends under the forces of digitalization and branding. Methods: By defining the core features of consumer scenarios, groups, and sales channels, the study identifies dominant categories and preferences. Through case analysis of leading firms such as Chow Tai Fook, Lao Miao & Ya Yi, Yong Feng Yuan, and Margolonte, it demonstrates the industry`s mechanisms of brand innovation and cultural inheritance. Results: Home décor dominates the market; Gen Z and the new middle class prefer practical, travel-related products, while affluent consumers value business and investment potential. Offline experiences stay vital, but online and content-driven sales surge, with “Technology+,” “Culture+,” and “Lifestyle+” driving digital innovation in heritage preservation. Conclusion: China`s arts and crafts industry is moving toward high-quality development, with digitalization and branding identified as the main driving forces. Standardization, brand building, and cultural storytelling are consolidating competitiveness.
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