Our reporter Han Xuan

　　In the past eight days of the holiday, more than 20 music festivals, large and small, were staged in various places. What is more noticeable than the number is that the ticket price of this year’s music festival has risen sharply. Hundred yuan doubled to four or five hundred yuan, and even more than one thousand yuan was passed for several days.

　　According to the "Observation of Performances on National Day 2020" released by Damai recently, the national large-scale music festival during the short and long holidays increased by 130% year-on-year, and the box office increased by 113% year-on-year.

Will music festivals get together and price hikes become a trend in the future?

　　The fare has risen, and the three-day pass exceeds 1,000 yuan

　　In the middle of the night on October 7, music fan Mr. Dong had just returned to his home in downtown Beijing from the Beijing Strawberry Music Festival in Beijing Expo Park. He posted a few photos of the Wutiao band performance in his circle of friends and posted a picture of the day. The ticket price for the performance is 420 yuan.

He bought this ticket at the second-hand ticket market for 600 yuan.

　　The lineup of the festival included five bands, Dada Band, Fu Lu Shou and other bands. These bands are very popular in the variety show "Summer of the Band" recently.

"I bought the ticket in mid-September, and then I heard it rose to more than one thousand yuan." Mr. Dong is a senior rock fan, he also feels that even at the face price, the ticket price of this year's music festival is higher than in previous years. High, but because I like Wujo people too much, I bought it without hesitation.

In addition to the single-day ticket, the price of this year's music festival three-day pass also exceeded 1,000 yuan, priced at 1,080 yuan.

The last time the Strawberry Music Festival was held in Beijing was the "May 1st" holiday in 2018, and the pass was 780 yuan.

　　Rising ticket prices are a common trend in national music festivals.

In the past, single-day ticket prices for music festivals were generally between 100 yuan and 300 yuan. This year, the price has generally risen. The ticket prices for big-name music festivals held in first-tier cities are between 300 yuan and 500 yuan. The single-day VIP fare for individual music festivals is almost 1,000 yuan. yuan.

In previous years, the lowest ticket prices for solo concerts by big-name stars such as Jay Chou and Mayday were between three and five hundred yuan. This year's music festival ticket prices tend to catch up.

　　What's interesting is that in the face of the generally rising ticket prices of music festivals, on one side, rock music fans directly call the ticket prices expensive, while on the other side it has become a carnival for many idol fans.

During this year's long holiday, many pop singers and even traffic stars participated in the festival. Li Yuchun, Qi Qin, Xue Zhiqian, Wang Sulong, etc. all appeared in the festival. Among them, Wu Yifan's single-day live ticket for the music festival in Qingdao was as high as 628 yuan.

Fans obviously have a different attitude towards ticket prices: "You can see idols for a few hundred yuan, so worth it!"

　　Variety show hits, the band's value doubled

　　From the perspective of industry insiders, the rise in ticket prices of music festivals that have gathered together during the small and long holidays is caused by a combination of multiple factors.

　　"Because of the epidemic, there have been no large-scale performances for a long time this year. Everyone wants to go out to watch the performances during the small holiday. The consumer desire is very strong, and the market demand is obviously greater than the supply. Faced with this situation, the merchants dare to set the price higher." Understand Music Entertainment founder Wang Yi said.

For the sake of epidemic prevention and safety, the number of tickets available for sale at many music festivals has been significantly reduced compared with previous years. In order to recover costs, ticket prices will inevitably increase.

　　At the same time, due to popular variety shows such as "Band's Summer", the value of bands on stage has also increased significantly.

Wang Yi revealed that the performance fees of some bands have increased by 30 to 40%, and even doubled the most.

"There are still many well-known commercial brands cooperating with the music festival, hoping to take the opportunity of offline activities of the music festival to bring goods. In order to achieve commercial purposes and bring more traffic, they require the music festival to have well-known and popular stars on stage. "Wang Yi said that the festival also has to bear the cost of inviting famous artists, and the cost will naturally increase.

　　However, in the view of Zhang Zhaoyi, chief strategy officer of HIFIVE, even if the ticket price rises, the festival organizer may not be able to recover the cost.

"The low ticket prices of domestic music festivals in the past two years were due to the promotion bonus period. The organizers lowered prices in order to expand their influence. Now that the capital has returned to rationality, the ticket prices have naturally increased.

　　Improve the experience to cope with the audience's "fatigue period"

　　"Objectively, the ticket price of the music festival is not that high, so why do consumers think it is high?" Zhang Zhaoyi thinks this topic is more worthy of discussion: "Because everyone's expectations of coming to the music festival have not been met."

　　In the past few years, music festivals were trendy things, and going to music festivals was a new trend.

"In recent years there have been more music festivals, but apart from changing the band, the music festival hasn't changed much." In his opinion, in addition to performances, three-dimensional entertainment, social atmosphere and services are also very important. The experience can be more complete.

"The music festival must have a unique appeal, otherwise the fatigue period will appear as soon as the freshness passes."

　　Zhang Zhaoyi believes that the increase in ticket prices this year has triggered discussions among consumers and also made the organizers aware of consumers' sensitivity to prices.

Rising ticket prices may be a major trend, but in order to make consumers more satisfied, holding music festivals may require multiple changes.

　　Wang Yi believes that after the epidemic is over, the prices of music festivals may fall slightly.

As for the future development direction of the music festival, he predicted that due to the continued cooperation between the music festival and the brand, there may be more and more super-first-line stars on the stage in the future music festival.