Young people don't hesitate to pay for "show tours" The "end" of consumption is emotional value

The concert ignited the night economy

Young people do not hesitate to pay for "performance tours", and the "end" of consumption is emotional value

During this year's New Year's Day holiday, nearly 10 television stations, including CCTV, Zhejiang Satellite TV, Jiangsu Satellite TV, Dragon TV, and Hunan Satellite TV, as well as some online live video platforms, held New Year's Eve music parties, some of which even went on sale in the form of "ticket grabbing." Some well-known singers also held their own New Year's Eve concerts in major cities. The New Year's Eve performance, which lasted for several hours, attracted a large number of people, and after watching the concert, everyone went shopping and eating supper around the venue, which also made some businesses make a lot of money.

Looking back on 2023, offline concerts will usher in spring, and the blowout growth will make concert-holding artists become "frequent visitors" on the hot search lists of major networks. As of December 27, 2023, the national box office (staged) of performances was 11.536 billion yuan, and 91% of the box office revenue came from music performances, of which the box office of Guangdong Province reached 928 million, ranking fifth. People "travel with music" has led to the "performance tour" and the night-time economy of the place where the performance is performed.

"Traveling with music" is the new trend:

Offline performances have doubled tourism spending

Dr. Zhao Yijing of the China Tourism Academy has been committed to the research of "festival tourism", and due to the needs of her work, in the past 2023, she has been focusing on the changes brought by concerts and music festivals in various places to the local economy. "The festival is not only box office revenue, but also the demand for food, clothing, housing and transportation of music fans can effectively leverage the entire industrial chain of 'food, housing, transportation, travel, shopping and entertainment', and effectively drive urban tourism consumption. Watching a concert and having a musical journey has become a new travel trend. ”

For example, the Changzhou Taihu Bay Music Festival held during the National Day in 2023 has more prominent characteristics: pop, hip-hop, rock, and folk songs, which will be held for four consecutive days, changing a musical style every day. According to the data of the Changzhou Bureau of Commerce, the festival attracted more than 100,000 spectators, of which 68.7% came from other provinces, driving about 280 million yuan in income from surrounding attractions, hotels and transportation.

Ann from Guangzhou, a fan of a singer, took a leave of absence to watch the Taihu Bay Music Festival in Changzhou last year. "We fans have a WeChat group to contact every day, and everyone has come from all over the country to come to the scene to support, and it feels super good to dance to the music on the spot, and I can feel that my friends around me are having a lot of fun. "Because this music festival is held in a scenic area, after participating in the music festival, fans can also play around, and it also brings economic benefits to businesses within a radius of dozens of kilometers.

Zhao Yijing said that music festivals have obvious "spillover effects", such as the Taihu Bay Music Festival, which has fully enhanced the vitality of the surrounding tourism formats such as catering, shopping, and night tours. She analyzed that the marketing benefits of syllable festivals for tourist destinations have been fully recognized by local markets in 2023, and the development of related industries has also accelerated, such as fast-moving consumer goods such as coffee, beverages, and craft beer, food specialties, local characteristic industries, cultural and creative industries such as intangible cultural heritage and figurine-made peripherals, and hotels, homestays, camping, and accommodation. According to the China Tourism Academy's "2023 China Night Economy Report", the increase in gourmet night markets/cultural restaurants, music festivals/concerts, night cruise boats, and night art festivals are the significant characteristics of the 2023 Chinese New Year's Eve tour products considered by tourists, of which the increase in various music festivals and concerts accounted for 36.9%, ranking second.

As an emerging travel scene, "performance tours" are effectively driving the consumption of various services such as food, housing, transportation, travel, shopping and entertainment in the region. The reporter learned from interviews with multiple platforms that on December 23 last year, on the day of singer Zhang Shaohan's Guangzhou concert, Guangzhou's tourism consumption orders (including hotels, homestays, scenic spot tickets, transportation, etc.) increased by 100% year-on-year, of which the majority of customers in the Guangdong-Hong Kong-Macao Greater Bay Area are tourists, and there are also many tourists from Beijing, Shanghai, Wuhan and other places.

The bus is free to ride, and the store continues to sing

There are hot pot restaurants off-site "fishing people" to promote consumption

Under the popularity of concerts and music festivals, there are also some "supporting services" of restaurants that have attracted attention. On a weekend in December 2023, "post-00" Chen Di and his friends enjoyed a whole night of music at a singer's concert in Guangzhou. "We soon saw an employee of a hot pot restaurant holding a billboard with a loudspeaker that said 'Free Bus Sitting', and we saw a row of buses waiting on the side of the road, and fans could take the bus to the hot pot restaurant's branches in various districts. Chen Di told reporters that after they got on the bus, the staff of the hot pot restaurant distributed drinking water to everyone, and also taught everyone how to order in advance and use discounts in the car. "When I arrived at the hot pot restaurant, I saw that the staff had even done their homework in advance, placing posters of the concert at the entrance, as well as light sticks, microphones and speakers and other equipment to create an afterparty for the fans who were still unsatisfied. ”

The reporter learned that this is not the first time that the hot pot restaurant has "fished people" at the door of the concert venue. In the previous concerts in many places in China, there were hot pot restaurant clerks near the venue waiting for fans outside the venue. "This year's concert was quite popular, and many people couldn't get a taxi for a while after the show, so we prepared early, hoping to provide a quick way for fans to leave the scene and maintain the happy atmosphere. The manager of a branch of the hot pot restaurant in Shenzhen revealed that singer Zhang Jie held a concert in Shenzhen last year, bringing nearly 3,000 customers to his store. "Concerts have a significant stimulating effect on our business, especially the night-time economy, since June 2023, we have more than 10,000 reception tables every month, and as long as there is a concert, our revenue on that day will increase by four or five percent compared to usual. ”

Let more young people want to go out

"Music + Tourism" brings prosperity to niche destinations

Throughout last year, fans of star singers from all walks of life were busy going to the scene to enjoy the happiness brought by music, so concerts and music festivals have also become important carriers to drive young people to travel, and various festivals and activities have become a new engine to stimulate tourism consumption in various places. Zhao Yijing believes that with the high popularity of offline music performances, more people have begun to use them as part of the travel experience, forming a new travel model of "music + tourism". "This demand has not only led to the cooperation between traditional music brands and travel destinations, but also promoted the introduction of music travel products by major travel service providers, and accelerated the integration of industries. ”

Among them, the music travel documentary program "Singing While Walking" on an online travel platform is also very distinctive. "Travel" and "listening to music" were originally an important way for people to heal themselves, and now the platform combines the two, which has a significant impact on the tourism economy, especially some unknown niche tourist destinations, which are now also beginning to attract attention.

The "end" of promoting tourism to improve consumption is emotional value

Nowadays, the concert economy can be described as "one of its own", and various concerts, music festivals, and livehouse performances have become the "main force" of young people's consumption scenes, promoting cross-border integration and business format improvement. For example, the "Jay Chou 2023 Carnival World Tour - Tianjin Station" held from September 7 to 10 last year, tickets were sold out within a few minutes of going on sale, and some fans even bought tickets for four consecutive nights, while a large number of fans who did not buy tickets were distributed around the venue and refused to leave. According to the information released by the Tianjin Municipal Bureau of Culture and Tourism, the concert had a total of 185,000 visitors, of which 38% were local audiences and 62% were foreign audiences, and the cumulative comprehensive consumption drove more than 3 billion yuan.

Zhao Yijing believes that the introduction of "music + tourism" and "festivals + tourism" from the originally possible concepts to the real market is inseparable from the support of local governments and the innovative supply of market players, and it also reflects the friendliness and tolerance of today's personalized and diverse tourism needs.

According to Ann and Chen, the reason why fans are so happy to "travel through most of China" to the performance site is because the music and idols send them a positive message. In the interview, "emotional value" was repeatedly mentioned, which may also be the key word for all localities to seize the concert crowd to fully release the consumption potential and achieve a "win-win" situation for businesses and consumers.

Guangzhou Daily all-media reporter Feng Qiuyu (except for the signature)

(Guangzhou Daily)

(Source: Guangzhou Daily)

For more exciting information, please download the "Jimu News" client in the application market, please do not reprint without authorization, welcome to provide news clues, and pay the remuneration once adopted. 24-hour hotline: [phone].