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演出市场发展势头强劲
Jing Ji Ri Bao·2025-07-30 21:59

Core Insights - The Chinese performance market is experiencing strong growth in the first half of 2025, driven by cultural consumption recovery and policy support [1] - Large-scale performances, particularly concerts and music festivals, are the main growth drivers in the market [2] - The audience demographic for concerts is diversifying, with an increase in older and younger attendees [2] - The market is witnessing a regional expansion, with second and third-tier cities showing significant potential [2] - The music festival market is shifting towards smaller, specialized events, enhancing audience experience [3] - Government policies are fostering the integration of music and tourism, injecting new vitality into the market [4] - The demand side of the performance market is becoming more diverse, with younger audiences showing increased interest in specific types of performances [5] - The economic impact of performances extends beyond ticket sales, driving local tourism and related industries [6] Market Growth Drivers - Large-scale performances, especially those with over 5,000 attendees, have shown remarkable performance, with ticket sales during the "May Day" holiday reaching 1.212 billion yuan, a year-on-year increase of 5.12% [2] - Major cities like Beijing, Shanghai, Guangzhou, and Shenzhen continue to attract top-tier performances due to their infrastructure and consumer base [2] - The concert market is expanding into second and third-tier cities, with many events selling out quickly, indicating a more balanced distribution of performance resources [2] Music Festival Trends - The number of large music festivals has decreased, while smaller festivals are becoming mainstream, focusing on niche content and innovative services [3] - In the first quarter, third-tier cities hosted 11 music festivals, accounting for 25.6% of the total, while new first-tier and second-tier cities hosted 18 festivals, making up 41.9% [3] - Innovative marketing strategies are being implemented to attract audiences, such as combining music festivals with local tourism [3] Government Support and Policy Impact - Local governments are prioritizing cultural industries, implementing supportive policies that promote the integration of music and tourism [4] - These policies are enhancing market supply and fostering deeper connections between music performances and tourism [4] Consumer Behavior and Economic Impact - The performance market is seeing a shift in consumer behavior, with younger audiences increasingly interested in music festivals, as evidenced by a 107% year-on-year increase in searches for music festival products by users born after 1995 [5] - The economic value of performances is expanding beyond ticket sales, with related hotel and tourism bookings increasing significantly [6] - The trend of "one performance driving multiple days of consumption" is becoming common, indicating a strong linkage between performances and local economies [6]