"There are as many people as there are people outside the venue." Some netizens said that this was the scene outside JJ Lin's concert in Jinan on the evening of May 11. Since last year, Jinan’s singing market has continued to be booming. What can a meeting bring to Jinan? From "a few people here and there" to "a gathering" of celebrities, how can Jinan's concert market advance?
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Stars will "gather up" to come to Jinan
html On May 11-12, JJ Lin's jj20 world tour concert came to Jinan. On the evening of the 11th, there was still an hour before the concert started, and the stadium was already bustling with people. The fans waiting outside the venue had already started their "fancy" support mode, and it was very lively. Xiao Ding from Rizhao is also one of them.
"I have been looking forward to this performance since the official announcement." The concert "hit" on the weekend, and the distance was also relatively suitable. Xiao Ding felt that such an opportunity was quite rare, so he hit it off with her boyfriend and arranged the event in advance. The train tickets and hotel were booked in half a month. But "it was so popular that the tickets were sold out immediately." It was not until 4 days before the concert that Xiao Ding was "lucky" to get tickets on the waiting list.
"Finally met the 'people in the headphones'! The atmosphere was great. I felt very satisfied and enjoyed the three-hour performance." Netizen "Hongshu" wrote on the social platform. It is understood that the number of people watching the concert on the evening of May 11th was around 41,000, and the attendance rate was as high as 98%; the number of people watching the concert on the evening of May 12th was around 41,000, and the attendance rate was as high as 98.5%.
In addition to being almost full in the venue, the atmosphere outside the venue was also "extremely exciting". A rough calculation showed that there were no less than a thousand people outside the venue that night.
"I feel very happy and healing to be able to gather in Jinan with fans from all over the world." Although she did not buy a ticket, Ms. Wang, a fan from Weifang, Shandong, still felt that the trip was worthwhile, "Singing along with the fans outside the venue continued. By the end of the concert.”
Some netizens said that this concert had “as many people as there were people outside the venue.” Although it was a bit exaggerated, it also showed that the venue was popular.
The "hot" scene of JJ Lin's concert is the epitome of Jinan's concert market. At the beginning of 2023, offline concerts will be fully "restarted". According to incomplete statistics, Jinan can be said to have "concerts every month": there will be Huang Qishan in April, Joker Xue in May, Zhang Xinzhe in June, Rene Liu in August, Rainie Yang in September, Stephen Chow in October, and November There is Zhao Chuan, and in December, celebrities "get together", including Ma Di, Lin You, Jiashui Mu Nianhua, Liang Jingru...
Since this year, Jane Zhang, Huang Liling, Zhao Lei, Cyndi Wang, and JJ Lin have performed passionately in Jinan. The reporter learned that Jinan Olympic Sports Center has signed contracts for more than 50 concerts and music festivals of various types. According to the plan, nearly 20 concerts will be held at the Jinan Olympic Sports Center. From this we can see how hot the concert market in Jinan is this year.
The performing arts market welcomes "spring"
"Internet celebrities" Jinan is confident
"Before last year, the last large-scale concert I saw in Jinan was Jay Chou's concert at the end of October 2019. But starting from last year, I feel like I have come to Jinan to hold concerts There are more and more ‘big names’ who know how to do it.” Citizen Mr. Chen’s statement is not groundless. The reporter found that according to incomplete statistics, in 2019, the stars who came to Jinan for concerts included Jay Chou, JJ Lin, Xu Wei, Pu Shu, Zhang Xinzhe, Lin Youjia, Li Ronghao, Ren Xianqi, etc., and the time distribution was relatively scattered, and there was no "gathering". scene.
With the booming entertainment market, concerts are no longer exclusive to big cities. “Nowadays, second-tier or third-tier and fourth-tier cities are gradually coming to the fore and becoming our preferred tour locations. In addition to more enthusiastic audiences, these cities have lower costs and greater policy support than super first-tier cities, which is very important for performances. It’s a win-win situation for both the company and the audience,” the person in charge of a well-known entertainment agency said in an interview with the media.
Jinan meets all the conditions for holding large-scale concerts and is always ready to welcome "traffic".
"Yaoqiang Airport, the rice-shaped national high-speed rail network centered on Jinan, and its central location in the two major urban areas of Beijing and Shanghai, Jinan has superior location and transportation advantages."Sun Jing, a lecturer at the School of Culture and Tourism of Jinan University, said that starting from Jinan, it is very convenient whether "going north" or "going south". At the same time, Jinan has first-class hardware facilities such as venues, and "Quancheng" in terms of software facilities. With good images and brands such as "Hospitable Shandong" and "Jinan Traffic Police", Jinan citizens also have a good reputation for being kind and honest, which makes foreign tourists naturally trust and recognize Jinan. "Jinan has a strong radiation ability in Shandong Province. Shandong The province has a huge market of 100 million people. Coupled with the convenient transportation within the province, Jinan is also a huge market. " Sun Jing said.
At the same time, in recent years, Jinan has continued to make efforts in cultural tourism, and the sustained efforts have a cumulative effect, making great progress in Jinan's image. "Jinan's urban culture has a 'strong foundation'. With a history of two thousand years of city construction, coupled with diverse cultures such as the traditional Ming Dynasty City and the modern trade city during the Republic of China, it has market appeal in itself. "Wang Chenguang, a professor at the School of Economics at Shandong University and president of the Shandong Tourism Association, said that with its unique conditions, coupled with subjective efforts and changes in the objective environment, Jinan has the blessing of the "Internet celebrity" effect, which also promotes the performing arts market to continue to "long-term". "Red" is moving forward.
Cultural tourism, catering, accommodation...
A concert "ignited" a city
A concert made thousands of people "rush" to Jinan, and the fiery atmosphere also spread to other industries.
"Playing in Jinan" It’s been two days. Going to the concert tomorrow night. "On May 11, netizen "Deep Sea" posted on the social platform, "There is still one morning plus one afternoon. Can you recommend any places worth visiting? "
Xiaoding chose to "spend a holiday" to extend his vacation and use his annual work leave to "renew" the May Day holiday. "I went to Daming Lake and Baotu Spring today, and there were a lot of people. I’ve never been to Jinan before, so I’ll have a better experience by ‘traveling during different peaks’. ”
China Performance Industry Association’s survey on ticket sales trends of some large-scale concerts and music festivals found that the proportion of consumers buying tickets across cities to watch performances has increased significantly compared with last year, and the average cross-city attendance rate exceeds 50% of the total number of ticket buyers. . From this point of view, "traveling to a city for a concert" has become a true portrayal of contemporary young people, and "travel + concert" or "concert + travel" has become their "standard package" during holidays or weekends.
Not only that, concerts also “ignite” restaurants around the venue. “If there is a concert, the restaurants are basically full. "The manager of a barbecue restaurant in Jinan Olympic Sports Center said that the passenger flow on the night of the concert can reach about three times the usual level.
It is worth mentioning that the proportion of consumers buying tickets across cities to watch performances has increased significantly, which means that the concert will bring Accommodation in Huocheng City.
html On the evening of May 11, reporters visited nearly 5 hotels within a kilometer of the Jinan Olympic Sports Center as a customer. They all said that the rooms were "a bit tight" and one hotel was fully booked. Related to Jinan Sheraton Hotel. According to the staff, after JJ Lin’s concert in Jinan was invoiced, hotel orders surged. On May 11, the concert was 100% full, and the room revenue on that day increased by 102.53% compared with April 13.In addition, the concert economy also boosted the performance. The demand for cars is growing. “Cars are really hard to buy. "On the evening of May 11, after the concert, Mr. Chen, a fan, took a taxi through the platform. The page showed that there were nearly a hundred orders waiting in line. "I couldn't get a taxi at all, so I had to wait slowly. It took an hour and a half to get one. It was already 11:40 when the driver took the order and got in the car. "
" Jinan's urban cultural genes are getting younger and younger, and its appeal to young people is also getting stronger and stronger. "Wang Chenguang said that large-scale concerts in Jinan can not only satisfy young people's pursuit of fashion, but also stimulate consumption and promote the development of the night economy.
In fact, a concert can "easily leverage" large traffic and bring "beyond "Expected" economic benefits, such examples are not uncommon.
From September 7 to 10, 2023, Jay Chou's Tianjin concert drove comprehensive consumption of more than 3 billion yuan; in mid-August 2023, Jay Chou's Hohhot concert drove tourism revenue of 2.88 billion yuan; the tfboys 10th anniversary concert in early August 2023 directly Drive Xi'an's tourism revenue of 416 million yuan... Some industry insiders once analyzed that coming to watch the concert alone will drive industrial consumption in more than a dozen industries, including clothing, food, housing, transportation, travel, shopping, entertainment and other key areas. Industry consumption and some retail industry consumption. Facts have proved that the "strength" of a concert cannot be underestimated.
"If the concert is combined with weekends and holidays, it may show a stronger 'leverage effect' and inject greater vitality into the 'weekend economy' and 'holiday economy'." Sun Jing said.
Multiple harvests of "hard and soft power"
A "traffic war" will be launched around the concert
"Concerts have strong star attributes and eye-catching effects. They are a fan economy that can influence and motivate fan groups to release huge energy. It can gather a large number of passengers in a short period of time," Sun Jing said.
In addition to the temporary "conformity", the concert also gives the city an opportunity to "show its face" and continue to release its "personality charm".
In recent years, with the steady advancement of the strategy of strengthening the provincial capital, Jinan has begun to reshape the city's brand and image recognition in an all-round way. For example, the previous "Quan" was celebrated in Jinan during the Chinese New Year, and the "Spring" was celebrated in Jinan during the May Day. "case". Sun Jing believes that the traffic generated by concerts is an excellent opportunity for the city to create a city business card and update the city's image. Especially with the intervention of social media such as short videos, any small thing can be magnified countless times, so social media can be used to "Push" to build a city brand.
It is worth noting that at a time when consumer groups pay more attention to "emotional value", whether it can capture the emotional needs of audiences and tourists and provide warm and high-quality cultural and tourism services has become a key link. Safety, connections, parking, security, accommodation, prices, traffic control and other aspects are all tests of urban service optimization.
During Jay Chou's concert, Haikou duty-free shops offered discounts on concert tickets and also provided shuttle buses to and from the concert site. The welcome text message sent by the local culture and tourism bureau was "Welcome Jay fans from all over the world to play "Nocturne" together." The concert was full of atmosphere; Taiyuan led 35 scenic spots in 6 cities in Shanxi Province to launch ticket discounts. Visitors can show their concert tickets or ticket stubs to get free admission to the first line of the scenic spot; the same is true in Jinan. During JJ Lin’s Jinan concert, Jinan public transportation opened There are 20 customized bus lines for concert fans, and the number of bus lines passing through the Olympic Sports Center Stadium will be increased in a timely manner to provide fans with a variety of bus travel options.
From "attracting customers" to "retaining customers", doing a good job in "performance +" requires long-term efforts. These concrete "fan-favoring" measures have aroused the emotional value of the audience and tourists, and the city's reputation and image will naturally be "spread" naturally. The
concert has brought multiple benefits to the city's "hard and soft power", causing many cities to take notice of this "window" and throw out an "olive branch": if relevant standards are met, Zhengzhou will grant up to 200,000 yuan to performance agencies A one-time reward; for large-scale concerts and music festivals that meet the standards, Shanghai will provide support of up to 2 million yuan; in addition to incentive policies, some cities also reduce venue rents by up to 30% for concert-type activities; Yangzhou will provide support for concerts The country's corporate income tax, business tax, etc. are reduced or reduced; Nanning has launched a "one-time approval" policy...
It is not difficult to see that a new round of "city wars" may start around concerts.
Source: Qilu Evening News
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