’s “retaliatory” recovery in the past two years, the performance market seems to have reached a turning point.
Last week, Xin Xiaoqi, Huang Qishan and many other singers held concerts in Beijing one after another. While "Sentimental Killing" attracted many music fans to buy tickets to watch the show, many types of discounted tickets appeared in the secondary market, which were once as low as 20 to 30% off, becoming the first choice for music fans. For example, grandstand tickets with an original price of 388 yuan were sold for only 95 yuan, or infield tickets that cost 1,180 yuan were finally available for only 352 yuan, which also made music fans say "cheap and big, you can buy it."
However, the emergence of discounted tickets has also made music fans who bought original-priced tickets quite dissatisfied. They consider themselves to have changed from "early birds" to "unjust seeds". "In this case, what is the ticket opening date? Why don't we all wait and finally buy the lowest price?" ". It is worth noting that ticket discounts are very common in today's performance market, and there are many "big discount" tickets.
When performances encounter the "discount craze"
From being sold out immediately upon opening to frequent discounts on tickets, the performance market is now undergoing an undercurrent.
Among them, the concert field is the hardest hit area by discounts, and there are even extremely "wool" discount prices. For example, due to the lip-syncing controversy in Mayday, the high-priced scene that used to be difficult to get a ticket has cooled down slightly during the pre-sale period of this year's Bird's Nest concert, and there were even rare low-price discount tickets.
After "Singer 2024" experienced a "turnover", Rainie Yang's "like a star" tour concert held this year in Xiamen, Hefei, Taiyuan and other subsequent concerts all fell into the situation of low-price discount sales. Even at a discount of 30%, it failed to be sold short. Similar "wool" discount ticket situation, even overseas singer lauv with a certain reputation, as well as Da Zhangwei, Li Ronghao, etc. are not immune.
Not only that, music festivals that are also large-scale performances have also fallen into a relatively intensive discount storm. According to reports from many netizens, the Wuhan Mantang Music Festival, held from May 3 to 4, has been selling tickets at 10 to 30% off on the ticketing platform since the end of April. The original single-day regular-priced ticket of 688 yuan is as low as 481.6 yuan; similarly, The Xiamen Yuanqi Forest Music Festival will pre-sale general tickets for 398 yuan and regular-priced tickets for 498 yuan on March 22. VIP tickets will be pre-sold for 698 yuan and regular-priced tickets for 798 yuan. Within three days, all ticket prices will be reduced by 100 yuan to The price ranges from 200 yuan, which also made music fans who bought tickets on the day of the ticket sale very dissatisfied.
Of course, irregular discounts have also caused many performances to face a large number of complaints and requests for refunds. For example, this year's Mantang Music Festival, Taihu Bay Music Festival, etc. can use the platform's May Day event coupons to purchase at a discount, with a minimum discount of 50% off. However, this has caused some music fans who purchased at the original price to call in the early stages of ticketing. Consumer hotline, post complaints and protect rights.
In addition, music performances including concerts, musicals and other types of performances are also involved in intensive and powerful preferential activities. For example, at the end of May, the Chinese musical "Snow Embracing Blue Pass", which originally cost 380 yuan per ticket, was discounted to 280 yuan for two tickets one month after the ticket was issued. During the Dragon Boat Festival holiday, many netizens also reported that the Chinese-style musical "Yang Jian" At one time, through the discount mechanism, you could buy a ticket that originally cost 380 yuan at about 22% off.
It is worth noting that these so-called discount purchase channels are not dominated by scalpers and passers-by as in the past, but are promoted by online ticketing platforms. Among them, Ferris Wheel, the secondary ticketing platform that is most well-known to music fans, is the main source channel for consumers to "pick up wool". The mechanism of "multiple sellers provide tickets, low price first" on this platform has also resulted in a large number of low-priced tickets. be given priority to users. For example, during Xin Xiaoqi's Beijing concert, the price of the Ferris wheel was reduced several times within one day, and tickets could be purchased for as low as 80 yuan per ticket.
In addition to the Ferris wheel, first-tier ticketing platforms such as Damai and Xiudong have also launched many discount promotions. For example, Maoyan launched "Save Money Thursday", which offers discounts starting at 40% off every week and provides corresponding discount mechanisms. Not only that, these platforms also cooperate with local governments to stimulate cultural tourism consumption in the form of cultural tourism consumption vouchers. For example, this year Mianyang City in Sichuan issued four types of performance tickets ranging from 100-50 to 400-240 for citizens and foreign tourists to use as deductions when purchasing tickets.
Against the backdrop of oversupply and shrinking consumption, the current “28th Effect” in the performance market has become increasingly apparent.
On the one hand, tickets for performances by some high-traffic and highly popular artists are still hard to come by, rarely affected, and even fetched sky-high prices in the secondary market, such as concert tickets for Jay Chou, Zhang Jie, Joker Xue, Phoenix Legend, and Times Youth League. That's it. On the other hand, with the popularity of ticket discounts, more and more consumers are choosing to buy at bargain prices before the show starts. As a result, a large number of veteran singers, middle-aged artists or organizers cannot escape the sluggish ticket sales situation and must not escape the sluggish ticket sales situation. Do not choose to sell at a discount as soon as possible to collect the money.
To a certain extent, the extremely flexible ticket prices and the sales method of discounting and clearance have in turn affected consumers' willingness to purchase tickets. Many consumers believe that this is undoubtedly lowering the bottom line of the market and consumers' psychological defense line.
This rising "discount trend" is not only the "happy wool" that the consumer public is looking forward to, but it has also sounded an alarm for the performance market.
Is the performance market going to change? The "discount tide" in the
performance market also reflects a series of chain reactions caused by oversaturation of the market.
Since 2023, the performance market has entered a booming period with multiple blooms, and it is extremely common to have dozens or even hundreds of performances per month. For example, during the May Day holiday that just passed, there were more than 30 music festivals and 50 concerts held across the country in just five days. The intensive touring performances of a large number of leading singers quickly emptied the wallets of core music fans. It also brings a certain amount of aesthetic fatigue.
This phenomenon has also made music fans increasingly consume rationally and pay attention to cost-effectiveness. For example, last year, there were almost no discounts on the concerts of Jacky Cheung, Eason Chan and other singers with certain national status and masterpieces. However, this year, there are discount tickets for multiple ticket prices. Not only that, but there are also examples where concerts by Aaron Kwok and Shuimu Nianhua are difficult to sell out even with heavy discounts.
On the other hand, from the perspective of ticket sales, the overall trend has slowed down. Although ticket prices have declined compared with last year, the phenomenon of high-priced tickets or increasingly refined zone ticket sales still exists. This has also made consumers who are faced with the rising cost of attending performances increasingly discouraged. In particular, the failure to "open blind boxes" at many concert viewing locations has continued to cause controversy in the performance market.
Among them, this is the case with the hot-searched concert pillar tickets, iron window tickets and other blind spot tickets that block the view. For example, in May this year, there was a controversy over music fans issuing thousand-yuan pillar tickets at the concerts of Joker Xue, Wilber Pan and other singers. , many music fans also complained on social platforms, saying that "complaining about changing seats depends on luck", "just like a scam", etc.
At the same time, the inconsistent ticket sales rules are not friendly to consumer audiences. For example, the increasingly long pre-sale period, non-refundable or exchangeable tickets, deducting 20% refund handling fee, etc., also make it difficult to obtain corresponding acceptance solutions to a certain extent, which also indirectly affects the ticket purchasing and viewing experience of music fans.
In other words, after the "retaliatory" consumption, the audience's consumption demand for watching performances has shifted from "quantity" to "quality", and they have a higher psychological threshold for performance experience.
Therefore, under the premise of pursuing cost-effective performances, the phenomenon of bargain hunting and cost-effective performances has become increasingly common. For example, during Hacken Lee's concert in Beijing in February this year, there was a rush for bargain hunting. A large number of music fans purchased tickets on the Ferris Wheel platform just two days before the show, buying tickets at the original price of 1,380 yuan for around 300 yuan.
But more often, they choose to comply with "force majeure" factors to break the appointment after they are unable to achieve the pre-sale effect in the primary market without discounts and premiums, and it is even difficult to recover costs. For example, as of June this year, more than 60 music festivals have been postponed or canceled.
In addition, local government subsidy policies also affect the discounts on performance tickets, including joint discount packages, consumer coupon deductions, performance subsidies, etc., to attract high-quality performances and further stimulate the synergy of music, culture and tourism. . For example, in May this year, Hainan issued the "Hainan Province Implementation Rules for Rewards for Large-scale Concerts, Music Festivals and High-Quality Outstanding Repertoires and Arts Performances", which provides organizers with the opportunity to introduce internationally renowned or domestic first-class large-scale concerts and music festivals to Qiong. A one-time reward ranging from 500,000 yuan to 3 million yuan will be given.
It can be seen that due to the influence of multiple factors such as market environment and supply and demand, consumers are becoming more and more cautious, and the market is gradually returning to rationality. Over time, it is not surprising that the "discount tide" appears.
On the other hand, this actually forces the performance content to become more high-quality. After all, if you want to win the market, you still have to rely on the quality of the performance and reputation.
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