Online reviews hold unique reference value in the online shopping process for consumers. From the perspective of customers of lacquerware products from Liangshan Yi Autonomous Prefecture, this study analyzes online reviews by scraping 739 comment texts from four online shipping platforms of TikTok, Taobao, JD, and Xianyu. With the BERTopic model, the study extracts themes of customer concern and constructs a customer demand characteristics system for lacquerware products from Liangshan Yi Autonomous Prefecture. Additionally, expert annotation methods are employed to analyze customer satisfaction and formulate product improvement strategies. The research findings reveal that customer demands can be categorized into dimensions of artistic cultural value, quality reliability, design innovation, price sensitivity, practical functionality, accessibility, and product safety, with a decreasing trend in the proportion of each dimension. Product improvement strategies should focus on expanding the breadth and depth of cultural transmission, strengthening design innovation, improving quality reliability, consolidating cost-performance ratio, increasing sales channels, and maintaining the artistic attributes of the products.