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9部门发文,19条措施全力刺激服务消费!新政策押宝IP跨界?
Sou Hu Cai Jing·2025-09-21 22:23

Core Viewpoint - The joint release of a significant document by nine departments, including the Ministry of Commerce, outlines a comprehensive blueprint for service consumption, proposing 19 measures aimed at unlocking the potential of service consumption [1][12]. Group 1: Night Economy - Extending operating hours is expected to attract more visitors, as evidenced by successful cases in cities like Xi'an and Chengdu, where night-time activities have significantly boosted visitor numbers and overall economic vitality [1][3]. - The night economy is driven by three key factors: the natural demand for evening relaxation after daytime work, the integration of various consumption types (dining, shopping, entertainment), and the unique atmosphere of night-time experiences that enhance consumer spending [3][4]. - However, challenges such as nighttime transportation, public safety, and increased operational costs for businesses need to be addressed to ensure the sustainability of this economic model [4][12]. Group 2: IP Cross-Industry Collaboration - The emphasis on IP cross-industry collaboration highlights the substantial market value of IP, with successful examples like the Palace Museum's cultural products generating significant revenue, showcasing the blend of cultural depth and commercial value [5][10]. - Successful IP can lower marketing costs, enhance user loyalty, extend consumption cycles, and create emotional premiums, thus acting as a powerful consumer entry point [7][8][10]. - Nonetheless, the risk of over-commercialization of IP, which can dilute its cultural value, poses a significant concern that must be managed carefully [10][12]. Group 3: Implementation Challenges - The 19 proposed measures cover a wide range of aspects from supply to demand, but practical execution may face challenges such as the burden of additional costs from extended hours and the need for government support to alleviate financial pressures on businesses [12][14]. - Avoiding homogenization in IP collaborations is crucial to maintain the uniqueness and value of each IP, while the feasibility of new holiday systems must be assessed for broader acceptance [12][14]. - The focus should be on enhancing service quality, creating immersive experiences, and developing sustainable business models that do not solely rely on external policy support for success [16][17].