Two days ago, two female singers from the "Memory Killing Series" held a concert on the same day, and they also became hot searches on the same day.
In Shanghai, Xu Huaiyu’s concert was found to have a large number of empty seats and poor attendance.
In Nanjing, the audience at Xu Meijing’s concert shouted “ticket refund”.
Is it hard to sell sentimentality? What went wrong with their concert?
They finally started singing, but netizens made a fuss about the hot search
Let’s talk about Xu Huaiyu first. Since Sister Lang returned to the public eye, Xu Huaiyu has continued to work hard on his career this year. At the beginning of the year, it was officially announced that he would hold a 22-city tour concert. The first stop was Mercedes-Benz in Shanghai.
Xu Huaiyu himself attaches great importance to it, posting on Weibo and hosting live broadcasts to actively promote it.
But the results were minimal. Long after the ticket was issued, the ticket sales website still showed that there were a large number of remaining tickets, and only the cheapest 480 yuan ticket was sold out.
Even her fans complained about the high ticket prices. On the same day, the minimum ticket for Leslie Cheung was 200 yuan cheaper than hers, and the in-field tickets were more expensive than those of Zhang Huimei and Cyndi Wang.
Fortunately, the performance was not cancelled. Xu Huaiyu's concert was held as scheduled on the 20th. However, according to photos posted by the audience, there were still a large number of empty seats in the venue half an hour into the show.
An audience member who went to the scene revealed that not only the five floors of the venue were closed that night, but the entire second floor of the stands and the infield C area were also cut off. They said that the actual attendance rate was only about 50%, but the overall number of people watching the performance was still satisfied.
Xu Meijing on the other side was about to shout "refund the ticket".
You must have heard of Xu Meijing's songs. "Moonlight in the City", "Sunshine Always After the Storm", "Returning at Night in the City", etc. are all her classic songs.
She had been silent for a period of time due to relationship and illness issues. In 2019, news came out that Xu Meijing was singing on the streets, which caused countless fans to sigh.
In recent years, Xu Meijing's condition has improved, and she has slowly returned to work. She announced that she will hold a "Dream of Xu Meijing Meeting Concert" in Nanjing on April 20. It is a rare event, so fans must support it.
Everyone was stunned when they arrived at the scene. Xu Meijing’s classic songs such as "Returning at Night in the City" were all sung by the band! She only sang ten songs and spent the rest of the time interacting.
Even among the ten songs that Xu Meijing sang, most of them were thrown to the audience. The whole concert was full of surprises, and Xu Meijing sang no more than five songs from beginning to end.
The key is that although the performance is written as a "meet and greet", the venue is a large stadium. Her ticket prices are as low as 380, 680, 980 and 1280. When the tickets are actually sold, the 380 tickets have been locked in advance. , most people can only buy 680 tickets.
In response to this, the fans shouted "refund the ticket", but Xu Meijing's manager actually replied "you are dreaming". This attitude chilled many fans, and their complaints about the concert became a hot search.
The latest progress is that Nanjing Culture and Tourism Bureau responded that "relevant departments are processing it."
These two performances can be summed up in four words: the ticket price is too expensive.
Xu Huaiyu's tickets are expensive, and not many passers-by are willing to pay high prices to go to Meiben to hear her sing. Xu Meijing only sings five complete songs for 1,280, so fans might as well listen to a platter.
The salary has not increased, and the concert tickets The price is sitting on the Rockets
Here comes the question, are concert tickets always so expensive?
Let’s briefly compare the changes in concert ticket prices from Hong Kong and Taiwan to the mainland based on the two golden “decades” of the music scene that everyone is familiar with.
In 2000, Leslie Cheung held a "passionate" concert at the Hong Kong Coliseum. The lowest ticket price was 100 Hong Kong dollars and the highest ticket price was 400 yuan;
However, when the concert came to the mainland, it was relatively "cold".
Leslie Cheung's Guangzhou concert had only over 80% occupancy due to rain, but the ticket price is not expensive. VIP tickets only cost 280 yuan, which is much more cost-effective than the 980 yuan VIP tickets in Hangzhou;
Leslie Cheung's Nanjing concert in November was even worse, because It was raining heavily and cold, and the attendance rate at the venue was only 50%. At three o'clock in the afternoon, ticket prices began to drop, and before the concert started, the 280 tickets sold to 40 to 50 yuan.
At the same time, Nicholas Tse, Hong Kong's "top star" at the time, also started singing in Hung Hom. The ticket price was the same as his brother, the highest price was HK$400.
At that time, for Hong Kong people, buying a 400 ticket to go to a concert was as easy as watching a movie. However, mainland audiences were not that obsessed with concerts. It was useless even if the weather was bad and the superstars came.
And the audience at that time would also complain. In 2001, Nicholas Tse was dissed by the audience for not changing his clothes at the Hangzhou concert, and the audience who bought tickets for about 100 to 500 yuan left the venue.
In the ten years since, concert tickets have become increasingly expensive.
In 2010, tickets for Jay Chou's mainland concert were very popular, with the most expensive concert in Chengdu costing 1,680 yuan. At that time, the infield could be sold out, which was worthy of a press release saying it was "hot", but it was still different from today's style of selling out in seconds as soon as it goes on sale.
The person who pushed the ticket prices to the top was Faye Wong.
In her Hong Kong concert in 2010, the most expensive one was 980, which is already very expensive.
The ticket price for the mainland venue is even more astonishing. It is reported that the Chengdu venue sells for 3,999 yuan, and the Guangzhou venue also costs 2,500 yuan.
Four years later, Faye Wong's "Fantasy Music" concert in Shanghai Mercedes-Benz sold for a very high price, with a minimum of 1,800 yuan and a maximum of 7,800 yuan. It was said to be sold out in 30 seconds, but later a ticketing website appeared to compare the tickets. The tickets were still cheap, but the media wrote that the diva's sky-high ticket prices "drifted".
At that time, some media analyzed the reason why concert tickets in the Mainland were more expensive than those in Hong Kong.
First, Hong Kong and Taiwan mostly use local production teams. Opening multiple shows in a row can spread the cost, but the same team comes to the mainland, which is a big expense for food, accommodation, transportation, etc.;
Second, many stadiums in the mainland can accommodate a large number of people, and most of the middle seats If it cannot be sold, it can only rely on the income from high-priced tickets in the infield and low-priced tickets in the stands to offset the losses in the middle range;
Third, various complimentary tickets actually cost money, and this part of the cost is also passed on to consumers.
But the above are all minor problems. The most important thing is that concert ticket prices are like the singers' "rank" certification -
is like a cancer in the film and television drama industry. Once the singer's ticket price is set too high If you are close to the people, you will easily be considered as outdated and unsaleable. Therefore, even if it fails to sell well, some people will still try to make it fat in order to gain a “position”.
Based on this logic, Xu Huaiyu, who performed in Shanghai as a "comeback" in 2015, has a relatively affordable ticket price. The lowest price is only 80 yuan and the highest price is 580 yuan. It is more like testing the waters rather than pretending to be fat.
In the same year, Deng Ziqi, who became famous with "I Am a Singer", offered a high price of 898 in the VIP area in Hong Kong. There was also a "universe level" that cost 1888, which was said by netizens to be more expensive than the singer Jacky Cheung.
Deng Ziqi explained this, the highest ticket price is 898, and the 1888 ticket is a backstage photo package, and the benefits are different.
But since then, Hong Kong has also gone forever in the most expensive price of more than 800 yuan...
In recent years, the concert market has recovered, artists have performed with revenge, fans are crazy about chasing stars, and concert tickets have become more expensive. It is becoming more and more expensive, and in-field tickets for large concerts priced below 1,000 yuan are becoming increasingly rare.
In contrast, the "service level" of many performances in the mainland is also improving.
Jolin Tsai brought in top-notch choreographers, Jacky Cheung performed many singing and dancing shows without hesitation, and Joker Xue reimbursed air tickets for out-of-town fans affected by the cancellation of performances. Artists still want to attract fans from the public.
Jolin Tsai also shoots vlogs to promote local delicacies wherever she goes. She has almost become a walking cultural and tourism sowing machine. She is quite dedicated.
In summary, back to the previous question, are concerts expensive nowadays? Expensive, wages have not increased, ticket prices are rising, and scalpers are still charging higher prices.
Therefore, when consumers consider it, they either consider its scarcity, or consider the cost-effectiveness, or else they look at "service". There are none of the three, and netizens will not take advantage of their sentiments.
Not all concerts can become social currency.
A side effect of the high ticket price is that some celebrities' concert tickets have become "social currency", and many celebrities are proud to attend concerts.
At Jay Chou’s Hangzhou concert, which was held on the same day as Xu Huaiyu and Xu Meijing, an audience photographed that the box next door was full of celebrities, including Wu Zun’s family, Liu Genghong’s family, etc.
There is also the blackpink we talked about before. Concerts are also the "social currency" of many celebrities:
top blackpink, magic mirror in your circle
But the problem is that there are only a handful of top celebrities.
Even Faye Wong, who was put on a pedestal, was ridiculed by the media because of the sky-high ticket price reduction, and various flaws in the performance were also picked out by the audience. The more uses expensive tickets to "promote" itself, the more demanding it will be when it faces the audience's scrutiny.
specifically fell into the performances of Xu Huaiyu and Xu Meijing. Their behind-the-scenes team mainly had the problem of "unclear positioning" and did not do a good job in market research.
Xu Huaiyu’s mistake was that he chose Mercedes as the first stop, or it was during a time when so many artists were gathering to sing.
Mercedes-Benz is the largest indoor stadium in Shanghai and can accommodate up to 15,000 spectators during concerts. Its performance status in the Shanghai market is a bit like Hong Kong's Hung Hom and Taipei's Little Arena. It is a big stage to verify the status of singers. Only top-notch and big-name brands can sell well in Mercedes
Afterwards, the organizer said, "Mercedes It is currently the most benchmark stadium in China, and Xu Huaiyu is a benchmark and high-quality idol in his heart, so he naturally deserves to be opened in Mercedes-Benz." Admitting that the price is too high is to give her "higher value creation", which is a strategic mistake, but all this has nothing to do with Xu Huaiyu himself. It's really touching that the organizer of
supports his idol with real money, but for many passers-by who have only heard a few of Xu Huaiyu's famous songs, they really may not be willing to spend a lot of money to see her live.
Xu Meijing's problem is that she mistakenly promoted the "fan meeting" as a concert. She can only sing five songs, but she cannot charge the ticket price of a large concert. If you have to accept it this way, you have to make it clear in the promotional materials. Just like Soda Green, which prohibits taking photos, it mainly focuses on issues such as your love and my wishes. In fact, many singers have solved this problem. They can find their own audience to price and promote. Get twice the result with half the effort. When
s.h.e started singing in the early years, they knew that most of their fans were college students, so they used "discount" as a promotional point to sell tickets, but they sold out.
Andy Lau's organizer also tried to let the king take the "civilian route" and divided tickets into 11 price ranges, with the lowest ticket of 180 as a special "welfare" for students. These will not affect the status of the King of Heaven.
Xu Guanjie knows that most of his fans are middle-aged and elderly people. Most of the tickets are only 380 Hong Kong dollars, focusing on Pingliang Zhengyi neighborhood.
As for the concert organizers of Xu Huaiyu and Xu Meijing, have they made clear their audience portraits?
This question is not directed at the two female celebrities, but is something that all organizers who want to "get big votes" with some resources should think about.
e sister's conclusion:
People who do concerts now also need to have a bit of "product manager" thinking. If the singer's own conditions are not enough to make the performance a "social currency", then he should make good content, from early publicity to after-sales. Okay, everyone can see your sincerity.
But even if it becomes a "social currency", it will rise and fall.Celebrities and stars always have new check-in points. Ordinary workers will not pay for performances every month. The only one who gets hurt if they cut too much is the organizer, and the reputation of the artist may be accidentally damaged every minute.
So the act of cutting leeks at a high price is a huge gamble in itself.
To this I can only say: Stop gambling, money owners! If you continue to cut it like this, the vegetable field will be barren and will no longer grow.
Finally, let me tell you, how much are you willing to spend to see your favorite singer in concert? See you in the comments section!
