After the box office in 2019 exceeded 20 billion yuan, 95 became the main consumer
(Reporter Han Xuan) Recently, the Beacon Research Institute released "Reviewing the Spring, Looking Forward to Spring-Insight Report on the Performance Industry in 2019", and the China Performance Industry Association provided industry guidance for this report. The report shows that the box office of Chinese performances in 2019 was 20.041 billion yuan, a year-on-year increase of 7.29%, and the box office growth rate outpaced the movie market.
Overall, the Chinese performance market has boomed in the past year, with theaters, concerts, and travel performances going hand in hand at the box office, forming a tripartite standing; the trend of "younger" consumer market structure is obvious, showing "low frequency, high unit price, stable output" The characteristics of the post-95 ticket purchase continued to increase, becoming the main force of movie performance consumption, "cross-city performance" has become the new normal.
In terms of box office contribution, last year's tourism performance grew the fastest, up 9.58% year-on-year. Box office revenue was 7.379 billion yuan, which was directly approaching the theater's 8.403 billion yuan. The concert box office revenue was 4.259 billion yuan, an increase of 6.88% year-on-year. From the perspective of consumption structure, Chinese audiences present consumption characteristics of "low frequency, high unit price, and stable output." The viewing orientation of various young groups and audiences in different circles is gradually becoming clear. The report shows that the post-90s to the pre-00s have become the main force of performance consumption, in 2019 it accounted for more than 55% of the audience user group. Among them, the post-95s purchasing power continued to grow, accounting for 22% and 31% in 2018 and 2019, respectively. Compared with the theater, post-90s group users prefer concerts. In the distribution of concert user groups, the post-90s group accounted for 72%, and they accounted for 50% of theater users. In addition, young users are more willing to pay for the "Love Bean" performance. In 2019, artists such as TFBOYS, Modern Brothers, and UNINE are sought after by young people.
In terms of performance costs, the per capita investment in the concert was the highest, averaging 1525 yuan, followed by musicals, with a per capita expenditure of 1280 yuan. In the performance market segment, the per capita consumption of the post-80s to pre-85 is the highest, and the new parents of the post-90s are more willing to spend money for their children.