Branding and Consumption Awareness of Leather Carving Artworks on E-commerce Platforms

As traditional craftsmanship gains renewed appreciation in modern consumer culture, leather carving artworks are finding a vibrant presence on E-commerce platforms. Focusing on the Chinese mainland market, this study examines leather carving handicrafts sold on leading Chinese e-commerce and social-commerce platforms (Tmall, JD.com, Xiaohongshu). This study explores branding strategies and consumer cognition of leather carving products within digital marketplaces, aiming to guide traditional craft brands in their digital transformation. Using content analysis, a survey of 293 valid responses, and in-depth interviews with 8 consumers, the research examines 18 brands across platforms like Tmall, JD.com, and Xiaohongshu. Specifically, content analysis was applied to 18 brand pages across three platforms, followed by an online questionnaire (n = 293) and semi-structured interviews with 8 purchasers. It identifies three primary branding strategies: unified visual style, compelling brand storytelling, and detailed process presentation. Exploratory factor analysis reveals four key dimensions shaping consumer perception: craftsmanship, cultural identity, aesthetic preference, and trust/recommendation. Consumers were clustered, via K-means analysis, into three groups—design-oriented, culturally driven, and price-sensitive—highlighting varied brand engagement preferences. Regression analysis confirms a significant positive relationship between narrative richness and consumer recommendation intent (0.534, p< 0.01). Despite some success, challenges such as content homogenization, superficial storytelling, and weak user engagement persist. The study proposes enhancing cultural depth, leveraging multi-platform content synergy, and fostering interactive brand communities. Ultimately, the research emphasises that emotionally resonant narratives and rich visual communication are vital for branding artisanal products online. This paper contributes to the field by constructing a multi-dimensional framework integrating brand communication, consumer cognition, and platform mechanisms, offering practical strategies for handicraft branding in the digital age.