{
  "url_hash": "3071d6a4f4186d2f",
  "source_id": "yicai",
  "title": "“十五五”中国非遗经济迈入新赛道",
  "text": "标题:“十五五”中国非遗经济迈入新赛道\n[sentiment=neutral importance=2 event_type=行业政策 行业=非遗经济,文旅,汉服]\n摘要:文章介绍非遗经济在'十五五'期间的发展，包括三星堆文创、甲骨文马拉松和曹县汉服产业，市场规模超万亿，但未涉及具体A股公司。\n正文:6月13日是我国第二十一届文化和自然遗产日。作为文化遗产体系中不可或缺的核心内容，非遗经济已迈入“十五五”新赛道。\n今年5月，财政部印发《关于下达2026年国家非物质文化遗产保护资金预算的通知》。该专项资金下达始于2006年，用于非遗保护、传承展演与人才培育工作，为全国非遗活态传承夯实资金保障、注入发展动能。\n行业数据显示：2025年全国非遗相关市场规模突破1.1万亿元，增速超过20%。淘宝单平台非遗商品销售额达1300亿元，同比增长21.3%。全国已建1.1万家非遗工坊、99家国家级生产性保护示范基地。这意味着我国非遗产业已经形成了万亿级市场规模，并且正在深耕、细化产业链和新赛道。同时，资本市场开始介入非遗蛋糕的开发拓展，而消费端日益活跃促使了线上和线下双向赋能。以下，笔者就最近调研的德阳三星堆文创、安阳甲骨文马拉松和曹县汉服产业为案例，进行非遗经济新解构。\n三星堆新文创\n四川是中华文明的重要发源地之一，拥有从旧石器时代到各历史时期的众多考古遗址。为了保护好、传承好这些珍贵的文化遗产，四川展开了考古遗址保护的积极探索。近年最突出的开发案例，就是三星堆遗址创建国家文物保护利用示范区。\n近年，三星堆已成我国西部非遗经济新龙头。美国《时代》周刊评选的2024年全球100个最佳旅行目的地中，三星堆遗址作为中国的最佳旅行目的地之一上榜。在去年7月联合国第四十七届世界遗产大会期间，我国专家介绍：三星堆遗址成功创建国家文物保护利用示范区，以及三星堆、金沙、宝墩、邛窑建成国家考古遗址公园的不同探索和实践，提高了社区参与遗址保护传承的积极性、认同感和获得感；结合春节等节假日以及国际古迹遗址日等文博主题日，组织开展节庆宣传、村民大讲堂等活动，惠及当地居民。国家文物保护利用示范区的打造、国家考古遗址公园建设等举措，还带动了道路交通、文旅设施等关联项目实施，直接促进了旅游、文创等产业发展，改善了社区生活条件，增加了居民收入。\n如今，三星堆已成为撬动亿级文旅市场的顶流IP。2025年三星堆博物馆游客量再度突破600万人次，成为四川文旅的“超级入口”。同时文创破圈，文创产品年销售额2亿元、IP授权破千万元。三星堆博物馆的“神鸟啾啾”毛绒玩偶，以1986年出土的铜神树花蕾及立鸟文物为原型，累计销售超30万件，今年三星堆博物馆还延伸出冰箱贴、棒棒糖、尺子、笔等系列产品，形成从玩偶到文具的完整产品线。此外，今年以来15家一线IP争相合作，与游戏《原神》联动相关话题阅读量达2亿，与麦当劳联名套餐、剑南春定制酒等案例备受中外主流媒体关注。三星堆还主动对接国际市场，如数字文创开辟卡塔尔市场并获得中东区域稳定消费集群，文创产品亮相大阪世博会。\n三星堆流量还发挥着对区域经济的带动作用，如游客激增让广汉、德阳的餐饮住宿业飞速增长，地方特色小吃线上订单量跨区域翻番。而德阳深度游等帖子的传播，让游客从“打卡三星堆”转向“体验整座城”。\n甲骨文马拉松\n中原腹地河南省共有国家级非物质文化遗产代表性项目83项、省级非物质文化遗产代表性项目1030项，其中5项列入联合国教科文组织人类非物质文化遗产代表作名录。\n河南是公认的黄河鲤鱼、荷花宴和面条的故乡，故河南非遗经济首先探索以传统美食项目赋能旅游。如作为洛阳非遗绝品的洛阳水席始于唐代，至今已有1300多年历史，二十四道菜循序而出，有关饮食的故事层层铺展。在此基础上创新的牡丹宴，则在延续传统技艺中融入当代表达，视觉与味觉交织成新的体验，成为庆祝喜事首选。\n今年的国家非遗日，河南省主场活动暨非遗美食季在河南平顶山启动。本次活动以“豫见非遗、食韵千年”为主题，通过“主会场引领+多业态联动”，集中展示河南全省非物质文化遗产保护成果，推动中华优秀传统文化创造性转化、创新性发展，其中甲骨文面尤其受到关注。\n手工擀制的宽面上，用中国最古老的甲骨文字写着“大吉大利”“日进斗金”“上岸成功”“吉祥安康”等美好的祝福，承载着来自殷商时期的美好祈愿。搭配醇厚的肉臊子和浓郁的汤底，一碗下肚，让旅行者扫去逛展的疲惫，瞬间能量满格。甲骨文面一碗售价38元，如今远销到江南、华北、港澳及东南亚城市。\n而用仰韶时期的器具来品尝烩面，又是一份别具一格的体验。河南博物院推出的烩面套餐，其面碗复刻了1956年出土于三门峡庙底沟遗址的花瓣纹彩陶钵，既延续了盛食器的实用属性，又将古朴美学融入日常。\n最让笔者感到惊奇，也最具非遗产业链创新特色的，当数甲骨文马拉松。其首届赛事于2024年在古都安阳举办，今年3月22日，已有2.6万名跑者参与了第三届赛事。赛道设计是体验的核心，赛事起点设在现代化的安阳市文体中心，终点定于殷墟博物馆。这条42.195公里的赛道，宛如一幅徐徐展开的文明卷轴，将安阳最具代表性的文化地标串联起来。这条由非遗元素赋能的赛道，也被路跑爱好者誉为最具文化感染力的赛道。例如起跑门被设计成巨大的甲骨文“字”造型，参赛者从这扇“文字之门”冲出，仪式感十足。更让马拉松选手爱不释手的是奖牌，“安”版和“阳”版两款奖牌分别嵌入安阳出土的妇好鸮尊和亚长铜觥的文物元素，背面还篆刻着甲骨文“马”字，呼应马年。游客来跑一场马拉松，同时变成了殷墟的游客、甲骨文的研学参与者、文创的消费者，这使得原本高冷的古文字拥有了市场和现代知音。\n借鉴苏超运行模式，甲骨文马拉松赛事期间，安阳为所有参赛选手免费开放14家国有景区，包括殷墟、红旗渠、曹操高陵遗址博物馆等核心文旅资源。河南智库提供的数据显示，甲骨文马拉松带动综合消费1亿元，其中住宿占比32%、餐饮占比28%、交通占比18%，这些是马拉松赛事的常规消费，另有非遗衍生的文旅消费占比22%，高出全国普通马拉松平均4个百分点。这意味着，依托独有非遗文化IP的特色赛事，可能比普通城市赛事的文旅转化效率更高。\n新潮汉服产业\n中国是世界服装供应大国，“十五五”期间正在迈向时尚时装强国。在这一过程中，出现了古风赋能国潮的强劲态势。随着入境游、免签证等带来的新消费力量，汉服已从非遗传承走向市场高质量和可持续开发。\n国家统计局数据显示，今年一季度全国穿类商品网上零售额同比增长11.6%，增速较上年同期提高11.7个百分点。以汉服、新中式服装为代表的国风国潮，成为消费者特别是年轻一代推崇的审美和消费潮流，其中女装汉服成交额同比增速达455%。\n汉服热潮正从圈层爱好演变为影响社会多领域的文化消费现象，带来从审美到产业、从生活方式到文化认同的系统性变革。汉服的回归被认为是文化自信的回归，而且汉服消费正向低龄化的中小学生甚至幼儿园群体辐射。\n如果说甲骨文非遗是安阳的强项，汉服则是曹县的优势。山东菏泽曹县是全国汉服销售的中心。根据菏泽官方数据：2025年，菏泽汉服销售额132亿元，占全国市场份额50%以上。笔者在调研中得知：汉服价格分为多个层级，平价层在100~300元，市场占比62%左右；中端层在300~800元；高端层在800元以上，多为定制化服务。若按照300元计算，菏泽每年也要售出8000多万件。\n全国汉服消费者规模已达2000万人，行业智库预测：到2030年，每年会增加200万汉服消费者。消费端的增长及可持续发展预期，吸引着供应端的资本投入。“十四五”期间，汉服相关企业年末存量持续增长。从成立年限分布来看，超六成汉服相关企业成立于近三年，成立年限在1~3年的企业占比最高，达42.53%。从地区分布来看，汉服相关企业具有显著的地域集中性，华东地区以35.44%占比遥遥领先。\n面向“十五五”，Z世代驱动流行与传播、90后白领提升消费品质与日常渗透率、中年与儿童市场稳步扩容，将共同推动汉服从小众爱好变为大众非遗文化消费品。\n（作者系上海社会科学院上海国际经济交流中心研究员）",
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