China News Service, Beijing, October 10 (Reporter Ying Ni) Damai released "Observation of Performances on National Day 2020" on the 10th, which summarized the performance industry during the National Day.
The report shows that during the National Day there were more than 4,000 offline professional performances, and the supply of various performances has steadily increased. Among them, the music festival has the fastest growth rate, with a year-on-year increase of 130%, which is called "the strongest music festival in history."
Damai released "Observation of Performances in National Day 2020", showing that the demand for performances in second and third tier cities is rising.
Photo courtesy of Barley
Overall, offline performances picked up during the National Day holiday, and users were enthusiastic about watching performances.
Music festivals, LiveHouse, drama, and cross talk performances have been fully restored, and the consumption data of music performances has performed well; consumer demand in second-tier and lower cities is particularly strong, and box office contributions have exceeded expectations; the market consumption structure has become "younger", and "Generation Z" has become The main force of offline performance consumption in National Day stalls.
Damai released "Observation of Performances in National Day 2020", showing that "post-95" is the main force of music festival and LIVEHOUSE.
Photo courtesy of Barley
Music festival, LiveHouse box office doubled theater, etc. steadily recovered
While the large-scale concerts have not fully recovered, music festivals and LiveHouse have become popular leisure and entertainment options.
Statistics show that from October 1st to October 8th, there were more than 20 large-scale music festivals nationwide, an increase of 130% year-on-year, box office increased 113% year-on-year, and over 60% of users chased love across cities.
During the National Day holiday this year, Strawberry Music Festival will be held in Beijing, Chengdu and Harbin. In addition, Qingdao Phoenix Music Festival, Shanghai National Tide Music Carnival, Chengdu Cactus Music Festival, Suzhou Paradise Forest International Electronic Music Festival, Forever Young Haikou Music Festival, etc. The music festival also started enthusiastically all over the country.
In terms of the lineup, in addition to old music festival regulars such as new pants and admiration, pop singers such as Li Yuchun, Wu Yifan, Li Ronghao, and Zhang Liangying also appeared in music festivals around the world.
In addition, after the epidemic, LiveHouse also ushered in a blowout development, and the box office growth rate was also very impressive.
Barley data shows that from October 1 to October 8, the total number of LiveHouse games nationwide increased by 68% year-on-year, and the box office increased by 208% year-on-year.
In terms of theater, offline performances have been suspended for a long time this year.
On September 18, the Ministry of Culture and Tourism issued a notice announcing that the restricted attendance rate for theaters and other performance venues was raised from 50% to 75%, with seats at intervals to ensure a safe distance.
There is no doubt that this good news greatly increased the consumption power of the performance market during the National Day.
During the National Day holiday in 2020, Happy Twist, Meng Jinghui's series of dramas, and Deyun Society's cross talk have all started in major theaters.
According to data from Barley, during the National Day holiday, there were more than 3,400 theater performances nationwide, an increase of 6% year-on-year. Among them, Shanghai, Hangzhou, Nanjing and other cities in the Yangtze River Delta have become major theater performances.
Damai released the "Observation of Performances in National Day 2020", showing that the top ten cities for offline consumption power, Beijing, Shanghai and Nanjing are among the top three.
Photo courtesy of Barley
Strong demand for performances in second and third tier cities, "Gen Z" becomes the main force of consumption
During the National Day holiday in 2020, the top 10 cities for offline performance consumption are: Beijing, Shanghai, Nanjing, Hangzhou, Qingdao, Chengdu, Tianjin, Guangzhou, Harbin, and Wuxi.
It is not difficult to see from the distribution of cities that in addition to first-tier cities such as Beijing, Shanghai, and Guangzhou, the consumption power of second-tier cities such as Nanjing and Hangzhou cannot be underestimated.
From the perspective of the entire offline performance market, the second-tier cities and below accounted for 57% of the box office during the National Day holiday in 2020.
Among them, second-tier cities and below accounted for 66% of the box office of music festivals; second-tier cities and below accounted for 94% of the box office at Livehouse.
In addition, in the coverage of second-tier cities, during the National Day holiday in 2020, the music festival and LiveHouse increased by 200% and 80% respectively over the same period last year, covering 27 and 18 cities respectively.
From the perspective of consumption, the small town "Generation Z" (post-95s and post-00s) crowds have become the main force of performance consumption.
From an overall point of view, the consumption during the National Day of the "Generation Z" accounted for as high as 35%, much higher than the 26% of users born in the 90s and 95s.
From the perspective of performance segmentation, the "Generation Z" crowd prefers music festivals, LiveHouse and other music scenes, and ticket users accounted for 43% and 51% respectively.