Entertainment and sports consumption "fancy new"

On October 14, the performance scene of "See Pingyao" was full. Photo by Meng Ting, reporter of this newspaper

During the Mid-Autumn Festival National Day holiday just past, the entertainment and sports consumption scenes were particularly rich: from sold-out concerts to movie-watching National Day files; From small theaters where you can play, see, eat and drink, to large-scale live-action performances; From barbecue camping in the suburbs to sports and leisure cycling; From mass fitness to niche ice hockey and fencing; From paying online dramas and playing games to learning calligraphy, painting, piano... The field of entertainment and sports consumption is becoming more and more extensive, and new consumption formats are constantly emerging, bringing new opportunities and injecting new momentum into the development of the industry.

Enrich the supply of performances and bring fire-related consumption

From September 21st to 24th, Jay Chou's Taiyuan concert was held at Shanxi Sports Center. For a time, Taiyuan was on the "hot search". "Shanxi Cultural Tourism on the Big Score" and "Taiyuan is too attentive this time" are the "heart-to-heart" evaluations given by netizens and fans who went to Shanxi in this concert.

"In addition to watching the concert this time, I also want to take this opportunity to see Shanxi, taste Shanxi's knife-cut noodles, Fenjiu, and old aged vinegar, and see what the yellow earth that condenses the 5,000-year-old civilization of China looks like in Dong Yuhui's mouth." Ms. Wang, a citizen of Nanjing, had already planned her trip.

Along with this wave of "concert fever", Shanxi also ushered in a wave of "cultural tourism fever". During the concert, a total of 35 scenic spots in 6 cities in Shanxi Province launched special ticket discounts, and all tourists who purchased tickets for Jay Chou's concert Taiyuan Station only need to show the ticket or ticket stub to enjoy the discount. Jinci Museum, Tianlongshan Grotto Museum, Twin Pagodas Museum... Fans have checked in various well-known scenic spots and attractions, walked into the land of the Three Jins, and saw the beauty of the millennium brilliance.

"Not only is the concert atmosphere strong, but what I didn't expect was that Shanxi was so beautiful and 'treasure'!" On September 23, Wang Lianghui, a fan from Yunnan, was checking in Zhonglou Street with a friend, "We plan to go to Pingyao Ancient City and Yungang Grottoes after watching the concert to experience Shanxi culture in depth!" ”

In fact, in addition to star concerts, various performances of Shanxi Grand Theatre have been continuous for many years, and the recently opened 10th anniversary celebration performance season is even more exciting, including the ballet "Swan Lake" jointly performed by the Mariinsky Theater Ballet and the Symphony Orchestra of St. Petersburg, the dance poetry drama "Only This Green Green" of China Oriental Performing Arts Group, the classic dance drama "The Undying Airwaves" of the Shanghai Song and Dance Troupe, the drama "Protagonist" of the Shaanxi People's Art Theater, and the famous classic drama "White Deer Plain" and other 25 classic plays were wonderfully staged. At the same time, there are also rare performances of rare dramas in Shanxi Province, many of which are even difficult to find.

In addition to satisfying the needs of the public for art appreciation, the rich forms of performance activities have further stimulated the consumption potential. According to statistics from Didi Chuxing's platform, on September 21, Taiyuan's traffic volume increased by 78% over the same period last year, the travel demand for leisure and entertainment venues, airports, railway stations and other travel increased by more than 120% compared with the same period last year, and the hotels around Shanxi Sports Center were full.

Pay attention to the viewing experience, and constantly innovate the entertainment consumption scene

"At this time, you will travel back to Pingyao City a hundred years ago, from an audience member to Zhang Dongjia, Wang Laosan of the blacksmith shop, Mrs. Zhao of the silk satin village, and the villagers who saw off the dart masters..." In the Shawa Theater next to the ancient city of Pingyao, Shanxi, the large-scale situational experience drama "See Pingyao" has been performed for ten years now, attracting more than 5 million tourists to watch. The audience is immersed in different performance scenes, both as the audience and as witnesses. "The experience of being in it is amazing, I am both an audience and an actor." Mr. Zhang, a tourist from Jiangsu, said that the performance was particularly interactive.

A play that not only tells the story of Jin merchants, but also provides tourists with a diversified cultural tourism experience, and also cultivates a new growth point in the tourism market of Pingyao Ancient City. "This year, a total of 40 performances were performed during the Mid-Autumn Festival National Day holiday, with more than 40,000 audiences and an income of more than 8.3 million yuan." Kong Lingjuan, marketing manager of Pingyao County Impression Cultural Tourism Development Co., Ltd., introduced that the IP effect of "See Pingyao" continues to expand, and has become an important driving force for tourists to stay, stay, promote the development of the night economy of the ancient city, and promote the upgrading of the local cultural tourism industry.

In recent years, the development of immersive performing arts has accelerated. A high-quality immersive cultural tourism live-action drama can become a popular IP in scenic spots and extend more value. When the gripping story is played out in the theater, the live-action drama brings visitors a real immersive experience. "Like a Dream of Jinyang", "Return to Xiangfu", "On the Taihang Mountain" and so on, are quite popular, not only highlighting the strong consumption momentum of the performing arts economy, but also outlining more possibilities for the integration of culture and tourism.

In the streets and alleys of the city, some small theaters of diversity also attract the attention of the audience. "Have a snack, a cup of tea, listen to authentic crosstalk, and laugh for two hours without heart and lungs?" At the Haoyuelai Quyi Rap Theater on the second floor of Zhongzhengtian Street in Taiyuan, actors in robes turned over and trembled, and the four lessons of "speaking, learning and singing" appeared one by one, laughing and scolding to the best of life. Zhang Zhiqiang, who lives on Qiao East Street, often brings his family to listen to crosstalk, he said: "After dinner, take a walk with my family and listen to a few crosstalks, it's quite beautiful." "Since the beginning of this year, the theater's traffic has been steadily rising, and it is almost full on weekends and holidays." Introduction of theater staff.

Sports consumption, diversified demand opens up rapid growth space

Pack your backpack, pedal, travel light... In recent years, more people have gone out on bicycles. Cycling used to be one of our most important means of transportation, and now, catalyzed by the need for fitness, leisure, socialization and more, cycling is once again returning to people's lives and becoming an increasingly popular way of sports and leisure.

For Li Zhi, a post-70s "riding friend", cycling is a good way to exercise. "Cycling is a full-body exercise that exercises cardiopulmonary function and improves physical function." Li Zhi said that because of fitness considerations, he has relatively high requirements for bicycles. "My requirements for buying a car are good climbing performance, light frame weight, and strong hardness. Although a little more expensive, the ride is more comfortable. ”

Camping in nature is also a leisure way for urbanites to escape the hustle and bustle of the city in the bright sun. On October 14, the reporter saw in the Taiyuan Botanical Garden that on the shore of the beautiful Haowen Lake in the park, people set up tents, camped for picnics, enjoyed flowers and scenery, played in the water and listened to the wind, integrated with nature, and shared good time with family and friends.

In response to the gameplay experience of young people who are keen on camping, many campsites have launched camping + flower viewing, camping + script killing, camping + live music, camping + making tea around the hearth, etc. In some professional camping camps in Taiyuan's Jiancaoping District and Jinyuan District, while providing catering services such as tent rental and barbecue, many also have camping atmosphere services such as open-air movie screenings, bonfires, and singer residency.

The pandemic has made people pay more attention to health and sports. More and more people are going outdoors and into gyms; More and more parents are giving their children extracurricular programs for physical exercise. Diversified sports demand has added vitality to boost sports consumption. At present, sports consumption is not only manifested in the purchase of sporting goods itself, but also derives many emerging sports services, such as group activities for fan groups who are keen on teams, and related consumption of cultural products for favorite athletes, etc., and the forms and contents of sports consumption tend to be diversified.

With the advent of the digital era, not only the content and meaning of sports consumption itself continue to be enriched, but also the characteristics of cross-integration of sports industry and other industries are becoming increasingly obvious, such as the combination of sports and large-scale cultural and entertainment comprehensive content to form diversified content and multiple scenarios such as sports tourism, sports entertainment, and sports training, and sports and its derivative products are increasingly rich. With the continuous improvement of the sports industry chain, the consumption of sports events, fitness and leisure, sporting goods and other sub-fields will increase.

Meng Ting, reporter of this newspaper

(Responsible editor: Liu Yang)