From the beginning of July to the beginning of September, Andy Lau's "Today...is the day" mainland tour concert will be held in 8 cities: Shanghai, Beijing, Guangzhou, Nanjing, Chengdu, Hangzhou, Chongqing, and Shenzhen, with a total of 36 performances, all of which are Stadium sessions.
For fans in most cities, the last time they saw Andy Lau in concert in the mainland was the last mainland tour in the early 2010s, and the market has been "hungry" for many years. Publicity in many cities also emphasized that this may be the last opportunity to watch the King of Heaven tour in the mainland.
Some scalpers are offering a price of 68,880 yuan.
According to the 21st Century Business Herald, Andy Lau’s mainland concert tour officially started in Shanghai after many years. From July 5th to 7th, the three concerts were sold out. The original price of was 2,580 yuan. The tickets for the first row of the venue were even sold out by scalpers for a high price of 68,880 yuan !
There are second-hand ticket agents who have quoted the ticket price. The first row of the Shanghai venue is as high as 68,880 yuan.
"A friend around me spent 15,000 yuan to buy scalper tickets for the Shanghai venue." A Shanghai fan said, " just Staring at the third round of ticketing on the booking platform, I saw that was gone in seconds as soon as I entered. "
Fans had to show their talents. Some redeemed box tickets through hotels and credit card points draws, and some Shanghai fans stayed in Guangming. The program snapped up 8,888 yuan of milk coupons in exchange for two invitations. Some fans discovered that the sponsor Yanghe was also a channel to buy tickets.
Yanghe is the title sponsor of Andy Lau's current mainland tour. It has launched a wine and ticket free event for the shows in 8 cities. If you purchase a certain amount of Yanghe products, you will get a free ticket.
On July 6, Andy Lau apologized for the thrilling actions at the concert.
Liquor companies are eyeing the concert.
According to the Economic Daily, starting from 2023, large-scale commercial performances will grow explosively, showing a strong recovery trend. Data from the China Performance Industry Association shows that large-scale commercial performances represented by concerts and concerts will fully recover in 2023, generating revenue of 17.796 billion yuan, an increase of more than 3 times compared with 2019; Increased by more than 2 times. Since the beginning of this year, the popularity of the concert market has not diminished, and the off-season is not weak.
It is worth noting that since last year, many liquor companies have either participated in person, or held various concert activities in the form of sponsorship or naming. In the first half of 2024 alone, many liquor companies including Wuliangye, Yanghe, Luzhou Laojiao, Yangshao, Jinshiyuan, and Daohuaxiang have participated in concerts.
Concerts sponsored by major wine companies often launch "buy wine and get tickets free" activities, that is, if you purchase a specified number of boxes of products, you will receive free concert tickets. Take the Wuliang Tequ Cangzhou Stars Concert as an example. If you purchase 2 boxes of Wuliang Tequ·Crown Edition, you can receive a ticket worth 3,088 yuan. According to Wuliangye’s official flagship store, Wuliang Tequ·Crown Edition is 2749 yuan per box.
For the Jolin Tsai Changzhou concert sponsored by Jinshiyuan, a dealer launched an event where you can get a 890 grandstand ticket for free if you buy 2 boxes of 52 Degrees Guoyuan. A box of it sells for just over 5,000 yuan in the official flagship store, which is equivalent to 10,000 yuan for a ticket.
Over the past year or so, the shadow of price inversion has shrouded the liquor industry, and sales have become the main work of enterprises. Production reduction is a common trend in the industry. Data from the National Bureau of Statistics show that the liquor output of my country's regulated enterprises will drop from 6.7124 million kiloliters in 2022 to 4.492 million kiloliters in 2023. The liquor industry has obviously entered the stage of stock game.
Young people who have never shown much interest in liquor have become a problem for liquor companies striving for growth.
The survey shows that the structure of liquor consumption groups is undergoing significant changes. Those born in the 1950s and 1960s are gradually withdrawing from the mainstream of the alcohol consumption market; the consumption of those born in the 70s and 80s is also gradually shrinking; business and management people born before 1985 are the main force in the current liquor market consumption.
According to Qianjiang Evening News, some alcohol experts believe that the current main consumer group in the performance market is young people aged 18 to 34 years old. Liquor companies want to embrace this young group and invite young popular singers through concerts to break the traditional attitude of young consumers. In addition to the inherent impression of liquor, it can also inject youthful genes into the brand.
Editor | Sun Zhicheng Du Hengfeng
Proofreading | He Xiaotao
Daily Economic News is compiled from 21st Century Business Herald, Southern Metropolis Daily, Economic Daily, Qianjiang Evening News
Daily Economic News
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