{"p"=>"Amid a global generational shift in consumption, traditional Chinese silk brands are facing structural challenges as Generation Z (born between 1995 and 2009) emerges as the dominant consumer force. This study employs the Kano model and the Better–Worse coefficient method to construct a four-dimensional demand framework encompassing product, technology, service and communication to analyse Generation Z’s consumer preferences and propose strategic transformation paths for silk brands. Our quantitative analysis of 915 valid questionnaires reveals that service (personalised customisation and virtual experience) and communication (brand collaborations and offline experiences) dimensions have the most significant impact on consumer satisfaction and serve as core levers for brand upgrading. Gender-based analysis demonstrates differentiated demand wherein male consumers are more technology-oriented (e.g. flexible electronic silk, self-healing technologies), and female consumers show stronger preference for aesthetic and cultural factors (e.g. intangible cultural heritage craftsmanship, colour innovation). This study provides practical guidelines for traditional silk brands’ global entrepreneurial transformation by optimising technology integration pathways through design management, reconstructing brand narratives based on cultural resonance and capturing global niche markets via agile segmentation strategies. Our findings contribute theoretical insights for globalising of cultural heritage brands by integrating consumer demand analysis with strategic innovation frameworks."}