In the golden autumn of September, singer Jay Chou held four consecutive concerts in Nanjing. 6.415 million people clicked "Want to See" on the ticket purchase platform, and all three tickets were sold out within seconds. According to statistics, the total number of spectators at the four concerts was approximately 150,000, and the overall local tourism orders increased by 86% compared with the previous days.
Earlier, American rapper Kanye West's new album "Vultures2" audition in Haikou attracted nearly 40,000 viewers, of which more than 95% were from outside Hainan Island. Ticket revenue alone exceeded 50 million yuan.
Going to one city for a performance has become the choice of more and more young fans. The Paper (www.thepaper.cn) noticed that the “concert economy” has spread from first-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen to second- and third-tier cities and even lower county markets. Various places have joined the competition in popular concert cities to compete for “young people”. Traffic", leveraging the "business experience" of cultural tourism.
The popularity of concerts continues to increase
From March last year to now, Lillian (pseudonym) from Xuzhou, Jiangsu has watched nearly ten concerts and concerts. She told The Paper that as a senior "Jay fan", she pays special attention to Jay Chou's solo singing. For more than half a year, Jay Chou has been singing in Hangzhou, Fuzhou, Changsha, Nanjing and other places. Being able to grab tickets for Nanjing Station made Lillian excited for several days.
Data disclosed by the China Performance Industry Association shows that in the first half of the year, box office revenue from concerts and music festivals increased by 134.7% year-on-year, and the number of attendees increased by 63.4%. Large-scale concerts with more than 5,000 people contributed the most to market growth. Many concerts by Andy Lau, Jay Chou, Phoenix Legend, Zhou Shen and other singers were sold out immediately. Taking Andy Lau's Beijing concert as an example, there were more than 30,000 tickets in total. When they went on sale in June, they attracted more than 1.2 million people to grab them online. ticket.
Due to the booming market last year, performance organizations were encouraged to expand their scale this year. Some singers moved to venues that can accommodate more audiences. For example, Zhang Xinzhe's concert was converted from a stadium to a stadium, and Huang Qishan's concert was converted from a theater to a stadium.
According to Qingdao official media statistics, there were 35 local commercial performances with more than 5,000 people in the first half of the year, ranking among the top in the country. From June to August, 13 singers held 15 concerts in Qingdao. Compared with 7 singers and 9 solo concerts last year, the popularity has increased significantly.
Changzhou has quietly become the “King of Music Festivals”. According to a report released by Beacon Professional Edition, the box office of Changzhou Music Festival last year exceeded 190 million yuan, accounting for 6.3% of the national music festival box office. The total number of viewers exceeded 280,000, making it the box office champion of large music festivals in the country. In the first half of this year, Changzhou still ranked first in the box office of music festival cities, accounting for 8.5% of the national music festival box office.
Entering the third quarter, the performance market is even hotter. Data from the China Performance Industry Association shows that during the National Day holiday, there were 125 large-scale concerts and music festival performances with more than 5,000 people across the country, with box office revenue of 860 million yuan and 1.271 million viewers, both significantly higher than the same period last year.
Second and third tier cities "on the table"
In Nanjing, Lillian watched a concert, walked along the ancient city wall, swam the Qinhuai River, and tasted duck blood vermicelli soup and other delicacies. "From Xuzhou to Nanjing, the total cost of tickets, tickets, accommodation, and meals was nearly 3,000 yuan." She said that the money was well spent. She took a break from her daily work and not only saw her favorite singer, but also attended the event. Get a different kind of emotional value, get rid of the "class smell" in the short carnival, and enjoy the enthusiasm and freedom.
In the current era of "traveling with concerts", popular concerts have huge energy. Ctrip data shows that during Jay Chou’s Nanjing concert from September 26 to 29, the overall local travel orders increased by 86% compared with the previous days, hotel orders increased by 248% month-on-month, and transportation hubs such as airports and train stations, as well as travel around the venues, Demand has soared.
Data released by the China Performance Industry Association last year showed that concert ticket consumption contributed 1:4.8 to local consumption, that is, 1 yuan spent on tickets and 4.8 yuan spent on peripheral consumption. Economist Li Daokui once analyzed in his self-media that in addition to box office revenue, the passenger flow gathered at concerts drives consumption in more than a dozen industries such as food, clothing, housing, transportation, shopping and entertainment, which is a "walking GDP". As a result, various cities have launched a new round of competition.
Suzhou, which has the sixth largest economy in the country, has strongly entered the "movable feast". In October, it issued the "Opinions on Further Promoting the Linkage of Culture, Sports and Tourism to Enrich Product Supply" and launched ten measures focusing on consumption hot spots such as concerts and music festivals. In order to attract more well-known artists and singers, Suzhou will reward organizers with 15 yuan per person for holding large-scale concerts and music festivals in a market-oriented manner. If the number of ticket sales reaches 50,000 per stop; If the number of ticket sales exceeds 100,000, the excess will be rewarded at 20 yuan per person. In the second half of the year, Suzhou has approved 24 concerts and other activities with more than 1,000 people, with an estimated attendance of over 500,000.
Changzhou stands out as a dark horse among cities across the country because it acted early and introduced a special support policy for concerts in 2020, providing one-time subsidies for the introduction of internationally renowned or domestic first-class large-scale concerts that attract a certain number of foreign audiences. Large-scale concerts and music events with more than 5,000 people can receive rewards of up to 1 million yuan depending on their performance revenue.
Hangzhou will provide support of up to 150,000 yuan per stop and 300,000 yuan for large-scale concerts and music festivals with a cumulative ticket sales of no less than 10,000 and 30,000 people respectively, and will provide special support for particularly important ones.
Concerts and other concerts have a long preparation period and huge investment, and the local carrying capacity and reception capacity are tested. Second- and third-tier cities are full of details and sincerity to "pamper" concert audiences. Take the Daolang concert in Nanjing on October 13 as an example. According to data from the ticketing agency, more than 60% of the ticket buyers came from other places. Nanjing Culture and Tourism teamed up with hotels, business districts, and tourism platforms to launch "free pick-up and drop-off at surrounding hotels" and "extended extension of surrounding commercial complexes". Business Hours" and other measures. On May 18, Deng Ziqi's concert started in Taiyuan. Hundreds of drones spelled out "Hello, Chess Player" and "Come back often" over the stadium; at the same time, "the whole city supported" and opened a number of free dedicated lines. We have prepared souvenirs such as Gucheng yogurt, Pingyao beef, and mature vinegar. From three days before to three days after the concert, you can also visit some core scenic spots for free and take buses and subways for free with tickets.
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