The work aims to conduct a mapping and quantitative analysis on the research status and development trend of Chinese intangible cultural heritage product design, so as to explore the innovation and practice of optimizing the design scheme of intangible cultural heritage products. With the academic journal papers of China National Knowledge Infrastructure (CNKI) as the source of literature data, and with the help of CiteSpace software bibliometrics method, a visual deep description and analysis was conducted from six aspects of the research topic "domestic intangible cultural heritage product design" in the past 20 years, including the number of literature publications, author cooperation, institutional cooperation, research hotspots, research status and development trend. The analysis of CiteSpace knowledge map shows that the research hotspots of "intangible cultural heritage product design" that domestic academic circles continue to pay attention to focus on include six research directions:cultural and creative products, product design, intangible cultural heritage culture, rural revitalization, intangible cultural heritage inheritance and innovation, and the focuses are mainly put on the four themes of "the balanced relationship between intangible cultural heritage protection and opening up", "the integration of intangible cultural heritage and cultural innovation", "the revitalization of the development of intangible cultural heritage handicraft industry" and "the training mechanism of innovative and entrepreneurial talents in colleges and universities". It is suggested to strengthen the cooperation and communication between domestic scholars and institutions, further explore and expand the depth and breadth of intangible cultural heritage innovation field on the basis of existing research hotspots, and achieve the purpose of deepening the theoretical research of intangible cultural heritage product design, case reference and quantitative method innovation.