“天天有戏”演艺市集调研：上海要有地标性市集

Core Viewpoint - The "Every Day Has a Show" performing arts market in Nanjing East Road serves as a new highlight for attracting foot traffic and exemplifies the integration of culture, commerce, and tourism, raising questions about its role in promoting consumption and sustainable operation [2][6]. Group 1: Market Structure and Activities - The performing arts market features 2 special booths, 17 standard booths, 2 dining spots, 3 brand collaboration installations, and a dedicated live streaming room, offering immersive experiences including performances, VR interactions, and social media engagement [3]. - During the 5-day event, 72 performers participated in 61 shows, averaging 1.35 performances per hour, showcasing a variety of artistic expressions [3][8]. Group 2: Consumer Engagement and Experience - The market attracts a diverse audience, particularly theater enthusiasts, providing a unique experience akin to a small journey filled with entertainment and knowledge [3][6]. - Observations indicate that while many visitors were curious about the market, some did not linger without ongoing performances, highlighting the need for engaging content to retain attention [11]. Group 3: Economic and Cultural Impact - The market serves as a low-cost experimental platform for businesses to test products and engage with consumers, functioning similarly to pop-up stores [5]. - The integration of cultural elements into the market aims to transform cultural value into economic driving force, linking various consumer services and enhancing the overall experience [9]. Group 4: Sustainability and Future Development - Experts suggest that for markets to be sustainable, they should focus on long-term impact rather than one-off events, advocating for a fixed schedule to cultivate consumer habits [12]. - The current challenge for markets in Shanghai is the lack of consistency in scheduling, which hinders the development of consumer loyalty and community engagement [12].