Nandu News reporter Jian Yuehtml On March 13, the "2023 China Performance Industry Consumer Insight Report" (hereinafter referred to as the "Report") was released. The report was conducted using a combination of industry research, expert interviews, and user questionnaires, and sampled samples from across the country. A questionnaire survey was conducted among performance viewing users in major cities. The
survey results show that the overall satisfaction of Chinese consumers with the performance experience in 2023 is 7.95 points (on a ten-point scale), and the overall satisfaction is high. It has become a new trend to watch cross-city performances to stimulate cultural tourism consumption, but there is still a lot of room for improvement in the performance market. Among them, three major problems, including difficulty in purchasing tickets for popular performances, performance quality problems, difficulty in refunding performance tickets, and no reasonable transfer system, are the "pain points" for improving the consumer experience.
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Overall satisfaction with performance consumption is high
Cross-city performances stimulate cultural tourism consumption
In 2023, performance projects will increase significantly, the supply of high-level performance projects will increase, and ticketing agencies and organizer services will improve. Consumers' overall satisfaction with performances is relatively high. High, concerts, dramas, and livehouses are the three major types with higher satisfaction, and the number and scale of audiences are also growing rapidly.
Research shows that promoting tourism through culture has become a new consumption phenomenon, with 45% of consumers attending performances across cities, which in turn drives related cultural and tourism consumption in the place where the performance is held. The top ten performance cities with the highest consumer satisfaction are: Guangzhou, Chengdu, Shanghai, Beijing, Tianjin, Shenzhen, Wuhan, Xi'an, Changsha, and Hangzhou.
As the "best" city in the minds of consumers, Guangzhou mainly relies on the abundance of performance resources and the improvement of the performance business environment: As a central city in South China, Guangzhou has developed cultural industries and strong radiation capabilities in the Greater Bay Area. It has first-class and rich The performing arts venues, with convenient transportation and mature supporting facilities for performances, provide consumers with more diversified and convenient choices for cross-city performances. At the same time, with the special support of the government's special performance subsidies and simplified approvals, the organizers also have more Multiple flexible measures have been taken to improve consumers' viewing experience. For example, in the "Mayday Noah's Ark Concert", when the ticket information was inconsistent due to friends giving away tickets, after verification, consumers can go to the special store after signing the commitment letter. Entering through the wrong ticket channel. According to public statistics, in the first three quarters of 2023, Guangzhou held 105 commercial performances with more than 5,000 people, attracting more than 23 million viewers and generating box office revenue of nearly 5 billion yuan.
2
Three major pain points undermine user satisfaction
Ticketing platforms actively respond to consumer demands
The report shows that the top five reasons affecting consumer satisfaction are: 1. Unable to buy tickets for popular shows; 2. Unsatisfied with the content of the performance. Such as singers lip-syncing, shrinking performance lineups, temporary cancellation of performances or sports events, etc.; 3. Overlord clauses, high handling fees are required for refunds, and reasonable transfer or change requirements cannot be realized; 4. Large-scale performance projects such as concerts require ID cards , phone number, face, name and other personal information, resulting in personal privacy insecurity; 5. The price of popular performances is too high.
When discussing the reasons why it is difficult to buy tickets, the vast majority of consumers will blame the prevalence of sky-high ticket prices and the organizer's illegal allocation of tickets. However, actual survey results show that this is an objective phenomenon caused by the extreme mismatch between supply and demand. Take Jay Chou's concert in Hangzhou as an example. In February 2023, pre-orders were opened on the Damai ticketing platform. 3.47 million people "wanted to watch", but only 4 performances were held in Hangzhou; 2023 Zhang Jiewei·live—"Yao·Beidou" Tour For the concert, 2.33 million people made reservations on the Damai ticketing platform to "want to see" the concert.
Popular performances face extremely high market demand due to limited ticket sales, resulting in an extreme mismatch between supply and demand. The key to solving the contradiction between supply and demand lies in the continued enrichment of the supply side. For popular performances, the number of cities and venues to tour can be increased, in addition to A few very large cities cover more second- and third-tier urban areas and below, reducing the pain point of consumers buying tickets.
Faced with consumers’ demand for ticket purchases, refunds and changes, ticketing platforms have also launched countermeasures.
In November 2023, Damai launched waitlist ticket purchase. When the performance tickets are sold out and the waitlist conditions are met on the platform (only electronic ticket performances that support conditional refunds) are opened, users can choose to pay the full amount in advance and wait for new additions to the project. When in stock, the system will give priority to waiting orders to match and grab tickets, but there is also some controversy over the additional waiting fee.
In the same month, Ferris Wheel responded to the demand for ticket cancellations and launched a pilot program for ticket changes. The first batch of pilot projects were "Xinhe Hospital" in Shanghai and "X Fantasy Land" by Cirque du Soleil in Hangzhou. Through the large number of ticketing companies that have settled in , to help users whose temporary plans have changed realize their requests for rebooking. This initiative has also been praised by mainstream media such as Liberation Daily and Xinmin Evening News.
Although both platforms have seen the demands of consumers and taken the first step actively, the experts interviewed said that more and more humane ways will be needed in the future to balance the needs of ticket sales management and consumer rights. The biggest to ensure market vitality.
Analysys analysts believe that based on this survey, it can be found that consumers’ demands for the performance industry are not only to buy tickets, but also to see good performances and have more freedom to control their performance tickets. Tiered refunds have gradually Implementation, but still does not solve consumer problems. The introduction of reasonable and limited measures to transfer tickets may be a direction to explore. However, it is far from enough for the ticketing platform to make such appeals. We hope that all entities in the industry can pay attention and participate together to promote the full implementation of consumer rights and effectively improve consumer satisfaction with the performance.
