Tickets for performances are hard to find, hotels are overcrowded, and orders from equipment manufacturers have increased greatly
Why the concert economy has shown explosive growth
Reporter Li Guo
Workers' Daily(Version 2023, 06/06/07)
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As a kind of attention economy, large-scale offline performances such as concerts can not only bring considerable ticket revenue, but also gather massive passenger flow in a short period of time. As a fashionable and characteristic combination of cultural tourism resources, "performing arts + tourism" has opened a new door for the integration of culture and tourism and enriched the new format of urban consumption.
Not long ago, tickets for the "Mayday Beijing Bird's Nest Concert" went on sale, and in just a few seconds, a total of nearly 6,30 tickets for <> concerts were snapped up. On the Internet, the "fans" who did not grab the ticket sighed one after another: "The nest of <>,<> people can't accommodate me!" ”
According to statistics, more than 400 concerts have been held across the country this year, of which April and May have entered the peak season, with nearly 150 concerts per month, which has exceeded the level of the same period in 2019. Industry insiders estimate that the number of large-scale concerts this year will exceed 1000,600, driving 800 million to <> million spectators.
Concerts from all over the world are making a strong comeback
Since May, Beijing's large-scale concert venues have been particularly busy. On May 5, musician Chen Grain took the stage first on the Cadillac Center, and Ren Xianqi took over the baton on the 5th and 7th, these musicians showed a strong market appeal, and the venue was almost full. From May 13 to June 14, "Mayday" staged a themed concert at the National Stadium Bird's Nest, and even if six performances were held in Beijing, the ticket was still instantly empty.
Affected by the epidemic, concerts and other large-scale public cultural activities were once restricted, but since the beginning of this year, concerts have recovered strongly, and it is reported that "the theater schedule in many concert key cities has been full this year, and some are even scheduled for 2025." ”
According to incomplete statistics, since the beginning of this year, Jay Chou, Lin Junjie, Mayday, Li Ronghao, Zhang Shaohan, Zhang Jie, Xu Wei, Liu Ruoying, Ren Xianqi, Wang Feng and other well-known singers have successively officially announced that they have held (touring) concerts, superimposed outdoor music festivals such as Midi, Strawberry, Midou, etc. have been put online, offline music performances have frequently set off a "heat wave", and related performance projects have covered more than 40 cities across the country.
After the offline large-scale performance market was restarted, popular stars such as Jay Chou quickly led the concert economy. Taking Jay Chou's 2023 Carnival World Tour as an example, tickets for the 12 performances in the three cities were "seconds light" as soon as they went on sale, and about 300 million people participated in the most popular performance. The Beijing leg of the tour has a total of 5,1280 tickets, with an average ticket price of 6400 yuan. The ticket revenue of one city alone is <> million yuan. Together with sponsorship and peripheral income, the total income is nearly <> million yuan.
According to the data monitoring of the performance ticketing information collection platform of the China Performance Industry Association, in the first quarter of this year, the number of commercial performances nationwide was 6,89, an increase of 95.42% over the same period last year; The box office revenue of the performance was 49.80 billion yuan, a year-on-year increase of 110.99%. Tianyan inspection data shows that there are currently nearly 53,7 performance economy-related enterprises in China, of which more than 2022,7 will be newly registered in 3, with a growth rate of 16.5%.
According to the data of the coordination and research of China Performing Arts, the number of cross-city ticketed performances for large-scale performance projects during the "May Day" period accounted for more than 50% of the total number of people, and according to the preliminary calculation of the comprehensive driving index, during the five-day holiday, only music festivals and concert projects drove the comprehensive consumption scale of transportation, food and accommodation outside the box office of the performances to exceed 12.<> billion yuan.
Leverage is becoming increasingly prominent
"In recent years, the leverage effect of concerts and music festivals in driving the development of the cultural tourism industry has become increasingly prominent." Fliggy related personnel said that from the data, the holding of concerts has greatly promoted the tourism industry, such as May Day holiday concerts, music festival locations around the hotel bookings increased by more than 20 times year-on-year, some popular hotels are even "difficult to find a room".
As an "iron fan" of Mayday, Miss Liu, who lives in Longhu Xiyuan, Chongqing, booked the hotel early and took a day off to fly to Beijing on the morning of May 5. Xiao Liu told reporters that the room rate at the time of booking was 26 yuan / day, and the current listing price is 750 yuan.
"I haven't been to Beijing for a few years, and this time I just took advantage of the opportunity to travel by the way, and the plane, hotel and tickets basically cost last year's year-end bonus." She told reporters with a smile.
It is understood that there are not a few fans like Miss Liu who go for idols, and the holding of large-scale music festivals and concerts has also driven the income of transportation, accommodation, supermarkets and other cultural tourism consumption formats around the venue.
The holding of concerts usually attracts many surrounding businesses to set up temporary stalls, such as drinks, snacks, souvenirs, concert peripheral products, etc., to further promote commercial development and stimulate urban consumption.
In recent years, some cities have begun to develop concerts as an important cultural tourism industry, and have achieved a lot of results. For example, the concert economy can also drive the development of related supporting industries, and the demand for audio, lighting, laser and other performing arts equipment will increase significantly during the peak period of the concert, and the corresponding audio, lighting, laser equipment manufacturers will also be greatly developed. This can not only promote the development of local related supporting industries, but also drive industrial upgrading and technological progress nationwide.
The reporter learned that benefiting from the recovery of the performance market, the performance of Haoyang Co., Ltd., the head enterprise of stage lighting equipment, continued its growth trend last year, and the revenue and net profit in the first quarter were 3 million yuan and 30.9965 million yuan, respectively, an increase of 54.42% and 47.62% over the same period last year.
At the recent GETshow exhibition held in Guangzhou, an entertainment lighting equipment manufacturer revealed to the media that the equipment sold to music performance organizers increased by 10% to 20% compared with the same period last year; Some laser manufacturers provided stage laser lighting services for large-scale music festivals during May Day, and there were few similar orders before.
According to data from Meituan and Dianping, as of the date of ticketing, during the Mayday concert, the number of accommodation reservations in Beijing increased by about 2019% compared with the same period in 300, of which the number of accommodation reservations around the 5 kilometers around the "Bird's Nest" increased by 2400%.
Yang Jinsong, director of the International Research Institute of China Tourism Research Institute, believes that the prosperity of the performance market can not only bring direct economic benefits to the host city, but also enhance the city's visibility, show the city's good business environment, etc., so as to attract more tourists in the future, and even lay the foundation for attracting investment.
Fully release the spillover effect of the performing arts economy
The concert is a comprehensive event integrating culture, entertainment and economy, which can not only bring people a pleasant experience, but also have a huge economic impact and benefits.
"From the current point of view, there is no reason why the popularity of the concert cannot be sustained." Zhang Yi, an analyst at iMedia Consulting, said that consumers' demand for concerts is no longer the same as before, and many young people have used watching concerts together as a social means. Then there is the requirement for live sound quality, which can get a higher quality music experience than online.
Professor Mo Yuanming of Chongqing Technology and Business University suggested that local governments and enterprises should encourage and attract more stars to carry out concert activities under reasonable planning, and effectively manage and follow up. Especially at present, celebrities sing in groups, and official channels "one vote is difficult to find" has become the norm. However, at the same time, there has been an overwhelming number of "second-hand tickets" and "markup tickets" on various social platforms, and it is urgent to decisively take action against the "scalper chaos", which can not only enrich the cultural and entertainment life of residents, but also promote the rapid development and prosperity of the local economy.
Tang Tao, Deputy Director of the Art Department of Chongqing Municipal Culture and Tourism Commission, said that in the face of the audience's vigorous demand for performances, the supply-side potential of the performing arts market still needs to be tapped. First of all, it is necessary to improve the level of local creative production, continuously improve the quality of local performances, and continuously "make blood" for the performing arts market; Secondly, it is necessary to actively cultivate the habit of watching performances and promote the development of the performance market; Finally, it is necessary to promote the innovation of business models, encourage the development of small and medium-sized, themed and characteristic new performing arts spaces, and then form urban performing arts gathering areas with distinctive characteristics to promote cultural tourism consumption and high-quality development.
"We should further tap the potential of the performing arts market, in addition to continuing to increase efforts to introduce excellent literary and artistic products, we must also do a good job in various supporting services, expand and strengthen the industrial chain, extend the huge flow of people brought by performing arts activities to the entire cultural tourism consumption chain such as tourist attractions, hotels, catering, and shopping, and fully release the spillover effect of the performing arts economy." Mo Yuanming said.