Zhulan clay sculpture intangible cultural heritage art is a characteristic folk art of Chengxian County, Longnan City, Gansu Province. Due to the development of productivity and the continuous opening of the local market, it has suffered from the impact of foreign industrial products. Zhulan clay sculpture handicrafts are characterized by a long production cycle, low output easy wear and tear, and few audiences, which make it gradually marginalized in the market and fall into the predicament of extinction. With the continuous promulgation of my country’s intangible cultural heritage protection and support development policies and the continuous deepening of the protection work of cultural departments in various regions, the protection and development of intangible cultural heritage has become a cultural hotspot in today’s society, and the design and production of related cultural and creative products that combine the needs of the people’s lives has become the mainstream development direction. In the context of the rise of the national tide and the integration of culture and tourism, it is a new development exploration to build Zhulan clay sculpture into a local characteristic cultural brand and market consumption moving forward and retreat together, if we conduct a two-way study of Zhulan clay sculpture from the perspective of semiotics, extract and cite its cultural symbols to design cultural and creative products, use the effect of Zhulan clay sculpture art “intangible heritage IP” to develop derivative value. It can also provide research ideas and reference cases for the design and development of Chinese creative products for the current domestic intangible cultural heritage transformation and innovation development model.