After get off work, young white-collar workers go to the bustling business district to watch a musical; for a drama, foreign tourists come to Shanghai and take an in-depth tour at the same time; with ticket stubs from the exhibition, consumers can enjoy shopping on Nanjing Road a

After work, young white-collar workers go to the bustling business district to watch a musical; for a play, foreign tourists come to Shanghai and take an in-depth tour at the same time; with the ticket stubs for the exhibition, consumers can enjoy the music on Nanjing Road and Huaihai Road Shopping discounts; if you don’t have time to visit the popular cultural and creative stores in major exhibitions, you can go to the cultural and creative pop-up stores on Huaihai Road to slowly choose...

In the center of Shanghai, the "Business, Travel, Culture and Sports Exhibition" is integrated and symbiotic, with many new products, new business formats, The new model has stimulated the consumption enthusiasm of citizens and tourists.

"Drama District" gathers young people

Among the office buildings in the Nanjing East Road business district, the Asia Building on Hankou Road has an inconspicuous appearance, but it is a landmark that attracts young audiences across the country to watch dramas. There are 19 "Star Space" small theaters hidden on the 1st to 11th floors of the building. In 2020, the first "Star Space" opened, and it has grown to 19 so far, with a total of more than 10,000 performances performed. Asia Tower is hailed by industry insiders as a "vertically growing theater district."

Asia Building's "activity" is very high. On a weekday afternoon, young people walked into Asia Tower from time to time and skillfully took out theater tickets from the self-service ticket machines on the first floor. Chen Jie, a white-collar worker who works nearby, is a frequent visitor to "Star Space". She told reporters: "A colleague and I bought 24 tickets for 12 shows together. I came to pick up the tickets first, and when we watched the show, we Enter directly by ticket. "

Musical "Apolonia"

At night, after the performances started one after another, the Asia Building became more lively. Audiences came from all directions and the Asia Tower was brightly lit. After the show, the audience who walked out of the theater were not in a hurry to leave. Instead, they stood on Hankou Road and Jiujiang Road in an orderly manner, waiting for their favorite actors to "get off work."

Compared with traditional theaters, "Star Space" is small in size and highly flexible. It can accommodate one to two hundred people at most, and there are also mini spaces for dozens of people. The performance environment can be arranged in an immersive way according to the content of the play. This brings more experience and intimacy to the audience.

In the Asia Building, the reporter walked into the "star space" of the musical "Apolonia". "Apolonia", adapted from the Korean musical, is the first play to be performed in the Asia Tower. It just celebrated its 1,000th performance in Shanghai. It is called the "King of Box Office" and has a long-lasting performance. . The theater environment of "Apolonia" is tailor-made around the content of the play: in a retro-style "tavern", the audience sits around the bar, the lights are dim, the music plays, and the actors appear on the bar . This immersive theater-watching experience has been well received by young audiences. On social platforms, many viewers even shared their experience in seat selection and analyzed the theater-watching experience brought by different seats.

The immersive drama viewing experience makes the audience of "Star Space" very young. "Most of our audiences are between 25 and 35 years old. In the past two years, many college students and high school students have also appeared in the audience. There are some passionate youth-themed plays, and even children as young as 12 or 13 years old have come to watch them with their parents." Said Ruan Hao, general manager of Shanghai Yahua Lake Theater Management and Development Co., Ltd., the operator of "Star Space". Young audiences are enthusiastic about watching dramas and watch dramas with an astonishing frequency. "There are many viewers who have watched the same scene dozens of times in , and there are still viewers who watch hundreds of times over and over again! " Ruan Hao said.

“Watching dramas is now my way of life.” Chen Jie told reporters that she used to surf online dramas when she got home from work, but now she comes to the Asia Building to watch small theater plays after get off work. “Here, even on weekday evenings, There are also five or six plays being performed. Sometimes I come over after get off work and watch a play at random. It feels very satisfying and relaxing. "

Asia Tower attracts audiences from all over the country, and there are often out-of-town audiences who "go to a show for a show." "City", took the "flying" and took the high-speed train to watch the show. "These foreign audiences often come for a favorite play or actor, and will watch other plays at the same time." Ruan Hao estimates that during national statutory holidays, winter and summer vacations, about 40% of 's audiences come from other places.

drives peripheral consumption potential

" star space" has extended from the Asia Building, reaching 54, dotted in the world of entertainment.

The century-old Shanghai World has been transformed into a "performing arts consumption cluster" in recent years. The biggest change is the introduction of "Star Space", where many resident musical classics are performed; a well-known commercial complex on Nanjing East Road—— Shanghai No. 1 Department Store has freed up a total of 8,500 square meters of commercial area on three floors during the renovation, and transformed it into 19 "star space" immersive small theaters.

A "star space" represents a drama. In the world of performing arts, various plays are performed one after another every day in a space that is only a few hundred meters to one kilometer apart, attracting young audiences.

Asia Tower's "Star Space" often has five or six plays performed even on weekdays, and more than 10 plays are performed on weekends. "The performance times of many plays are staggered, which makes it convenient for the audience to watch the plays at any time. They can follow two or three plays a day." Ruan Hao said.

Shanghai No. 1 Department Store’s “Star Space” had an average of 5 plays a day in the first seven months of this year, with an average of 1,200 theater admissions on weekends. There were up to 20 performances throughout the day during summer weekends; as of the end of July this year, the Yi Department Store's "Star Space" has performed nearly 2,100 times, attracting nearly 145,000 viewers. With passenger flow, it will naturally drive surrounding consumer demand.

After the transformation, Shanghai World has simultaneously introduced many young themed restaurants. Drama fans here usually "go upstairs to watch a drama after dinner, and come down to drink coffee after the show." Performing arts and consumption are highly concentrated, and watching dramas and socializing are highly integrated.

The play "The King's Chess" performed in the world

In Shanghai No. 1 Department Store, the 19 "star spaces" can accommodate more than 400 audiences, which is equivalent to the capacity of a large and medium-sized theater. After watching the play, many viewers stopped by to eat, relax and shop in the First Department Store and its surrounding areas, achieving a one-stop consumer experience.

Around Asia Tower, service industries such as catering, accommodation, and creative shops are booming. The two hotels next door to the building have recently converted their first-floor lobbies into restaurants, and some creative shops have been opened in the building to sell creative products related to the show.

The consumption effect brought about by watching the drama is also slowly overflowing outwards. In the past few years, the Asia Tower has set up a luggage storage room at the front desk to facilitate visitors from far away. In the past two years, Ruan Hao found that there were fewer visitors dragging trolley cases. After asking, I found out that many viewers now plan their itinerary in Shanghai in advance. "Out-of-town audiences will book hotels in advance. After arriving in Shanghai, they will first go to the hotel to put down their suitcases before watching the show. They may watch multiple plays in a few days and travel to Shanghai during the breaks. Where to eat, Wherever they go shopping, they will make plans in advance to watch the show and take a more in-depth trip in Shanghai," Ruan Hao said.

Huangpu District is carefully cultivating a new performing arts space like "Star Space" that integrates the characteristics of cultural and tourism businesses. "Performance World is actively building a 'resident performance cluster', including Asia Tower, First Department Store, Shimao Tower and other cultural, business and tourism integrated complexes, as well as Shanghai World's 'Performance Consumption Cluster', connecting the performance spaces in the region. Together, we will help create a 'Performing World, Vibrant Art District' and stimulate consumption vitality with high-quality performing arts resources and complete supporting services. "The relevant person in charge of Huangpu District said.

Explore more integration models

In the summer, the "ticket stub economy" quietly emerged in Huangpu District. The two major business districts of Nanjing East Road and Huaihai Middle Road explored more "business, travel, culture and sports" with one ticket stub. "Exhibition" integration model.

is known for its "Top of the Pyramid: Ancient Egyptian Civilization Exhibition" held in and around the Nanjing East Road business district, the first "Detective Conan Serial 30th Anniversary Exhibition" in mainland China, and the xr immersive space exploration experience "The Infinite" Asia Ticket stubs for any of the five exhibitions, including the first exhibition, the first original urban IP series "City of Light" and Madame Tussauds, can enjoy discounts at some time-honored catering and food retail stores along the Nanjing Road Pedestrian Street. There are also linked discounts for purchases at World City and Shinsegae Daimaru Department Store.

The Huaihai Middle Road Business District has jointly launched an event with China Eastern Airlines: consumers can use the China Eastern Airlines boarding pass from Shanghai to participating merchants in the Huaihai Middle Road Business District to receive special offers such as immediate discounts, discounts, and free gifts at China Eastern Airlines’ exclusive stores. The brands participating in the boarding pass to enjoy special benefits in the business district are all well-known brands on Huaihai Road, including time-honored brands such as Gujin and Starlight Photography, as well as well-known merchants such as Jinchen Hotel and Shanghai National Souvenir Mall, as well as Guangming Village Hotel , Red House Cake Shop, Jie Er Jing Sichuan Restaurant and other time-honored Shanghai gourmet food brands.

Many merchants came up with their best resources and products to participate in the event. The person in charge of Taikang Food, a time-honored brand on Nanjing East Road, told reporters that the Dieffenbachia series is Taikang’s classic product. The company participated in this event by participating in the event with its newly launched Dieffenbachia ice cream and its classic product Dieffenbachia Butterfly Crisp. “Both of them are commonly consumed. products that people queue up to buy.” Citizens and tourists can purchase these two products at a nearly 50% discount with tickets to any of the five exhibitions.

Huangpu District’s exploration of the “ticket economy” continues.

"The World of Performing Arts·2024 International Drama Invitational Exhibition" has recently opened. From September to December, 7 Chinese and foreign classic plays will be performed in the World of Performing Arts. This year’s International Drama Invitational Exhibition has an innovation: during the International Drama Invitational Exhibition, audiences can use any invitational show ticket stub to visit Nanjing Road New World City, Midnite Digital Light and Shadow Restaurant, and Madame Tussauds Shanghai within the one-kilometer business district. The wax museum enjoys a variety of benefits and discounts.

The "Top of the Pyramid: Ancient Egyptian Civilization Exhibition" currently being held in Shanghai is the most popular exhibition this year. Along with watching the exhibition, the exhibition's cultural and creative peripheral products have also become popular. The "spillover effect" of this high-quality cultural exhibition was amplified in Huangpu District this summer.

"Top of the Pyramid @ Huaihai" cultural and creative pop-up store

The cultural and creative products in the store are on sale simultaneously with Shanghai. There are 600 to 700 kinds of products

Customers said that they can slowly choose cultural and creative products here, which makes up for the regret

"Not entering At Shangbo, you can also buy cultural and creative products sold at the exhibition!” Tourist Xiao Zheng said, “I spent more than three hours shopping at the exhibition, but I didn’t have time to pick up cultural and creative products at Shangbo. I heard that Huaihai Road opened. The 'Top of the Pyramid@Huaihai' cultural and creative pop-up store is open from 10 am to 10 pm. I rushed over here and could slowly choose cultural and creative products here, which made up for the regret. "

The cultural and creative products in the store are the same as those of the store. It is launched simultaneously on Shanghai Bo. There are 600 to 700 products, which are constantly updated. Popular products such as masked cat-face refrigerator magnets, papyrus paintings, and Anubis dolls are all on sale. Two college student customers told reporters that they had not yet made an appointment for the "Top of the Pyramid" exhibition, but they could buy cultural and creative products first. "The product designs are very interesting."

The "Top of the Pyramid@Huaihai" cultural and creative pop-up store has been welcomed by consumers. The reporter learned that the single-day sales on weekends in the first three weeks of its opening exceeded 100,000 yuan. For a store of more than 100 square meters, this kind of sales performance is quite good.

The cultural and creative store also promoted the return of tourists to the exhibition.. The person in charge of the "Top of the Pyramid@Huaihai" cultural and creative pop-up store said that some tourists only learned that Shanghai Expo was holding the "Top of the Pyramid: Ancient Egyptian Civilization Exhibition" after visiting the cultural and creative store, and they were very interested in the exhibition. , and plan to take a look.