The Charm of Chinese Treasures: Market Analysis and Consumer Preference Study of Giant Panda Cultural and Creative Products

As China’s national treasure, the world has always considered and loved the giant panda for its lovely appearance and unique rarity. In recent years, thousands of people in South Korea have bid farewell to the “princess” Fubao, who returned to the motherland from Everland. The fact that Japanese people of all ages traveled to Ya’an, Sichuan Province, to see Xiang Xiang, who was born in Japan and named by a Japanese but returned to her home country, illustrates the panda’s popularity in the hearts of people worldwide. Based on the cultural and creative industry, this paper analyzes the cultural and creative products’ market value and consumer groups around the giant panda. It suggests and studies the cultural and creative products around the giant panda. This paper mainly adopts offline interviews and questionnaires to collect consumers’ attitudes toward giant panda products and conduct data analysis. This study’s main research contents and results are as follows: consumers mainly focus on the price of panda products, the factors of panda products themselves (such as appearance or practicality, etc.), and what consumer products consumers want to buy in the future. Based on the investigation and analysis, the paper provides suggestions and strategies for the future development direction of panda products.