票根何以成为消费“新钥匙”（新知）

Core Concept - The "ticket root economy" is emerging as a new model that connects various consumption scenarios through movie tickets, offering discounts and enhancing urban consumption vitality during events like the Shanghai International Film Festival [1][2]. Group 1: Definition and Impact - The "ticket root economy" allows consumers to use physical or electronic tickets as vouchers for discounts in subsequent consumption scenarios, thereby extending cultural, social, and economic value [2]. - A successful case is the "Pyramid at the Top: Ancient Egyptian Civilization Exhibition" at the Shanghai Museum, which generated over 10 billion yuan in surrounding consumption by leveraging ticket roots [2]. - The model is gaining momentum in 2023, with various cities implementing it; for example, in Wuxi, ticket holders can enjoy discounts on accommodation and dining, while in Luoyang, high-speed train ticket holders can visit attractions at half price [2]. Group 2: Benefits and Consumer Experience - The ticket root serves as a "flow entry" for urban consumption, encouraging exploration and engagement with local culture [2]. - For consumers, tickets act as both discount coupons and guides to local attractions, providing emotional value beyond mere savings [2]. - For businesses, while discounts may reduce short-term profits, increased repurchase rates and customer loyalty can lead to long-term benefits [2]. Group 3: Challenges and Recommendations - The ticket root economy faces challenges such as over-reliance on discounts, potential ticket forgery, and complex cross-platform redemption processes [3]. - Recommendations include optimizing cooperation mechanisms, enhancing ticket design with cultural value, and creating more attractive consumer experiences to convert first-time visitors into repeat customers [3]. Group 4: Broader Economic Context - The emergence of various new consumption models, including "ticket root economy," reflects the vibrant market dynamics in China, showcasing the potential of small-scale innovations to create significant impacts [4].