新消费派丨从“买商品”到“买时间”：体验经济规模超18万亿元 元宇宙+绿色消费催生新蓝海

Core Viewpoint - The experience economy is reshaping urban offline consumption by focusing on sensory pleasure, emotional resonance, and participatory value, moving away from traditional product-centric models [1][2]. Group 1: Definition and Characteristics of Experience Economy - The experience economy shifts from traditional product functionality to personalized sensory and emotional satisfaction, where consumers pay for unique experiences, social connections, and spiritual fulfillment [2]. - Unlike past experiences that were supplementary to traditional services, the experience itself has become the core of consumption, emphasizing personalization, interactivity, and immersion [2]. Group 2: Current Development Status in China - The experience economy is in a golden development period, covering various sectors such as cultural tourism, retail, education, and health, with service industry value added reaching 59.3 trillion yuan, accounting for 58.4% of GDP [3]. - Service retail sales grew by 5.2%, outpacing product retail growth by 0.6 percentage points, indicating that the experience economy is becoming a new engine for economic growth [3]. - Key sectors driving market growth include cultural tourism, entertainment socialization, and new retail experiences, particularly among younger consumers [3]. Group 3: Examples of Experience Economy Initiatives - The "MOJO HAPPY WORLD" event in Shanghai, a collaboration between the Oriental Pearl Tower and STAYREAL's MOJO FAMILY, exemplifies a multi-dimensional immersive experience attracting young consumers [5][6]. - The Dongguan Strawberry Music Festival attracted 80,000 attendees, generating approximately 280 million yuan in cultural tourism consumption, showcasing the evolution of entertainment venues into comprehensive experience spaces [8]. - New retail spaces are transforming into composite environments, as seen in Shanghai's Moon Bay Flower Market, which combines various activities to enhance consumer engagement [8]. Group 4: Challenges and Solutions for Experience Economy - Despite rapid growth, the experience economy faces challenges such as insufficient innovation sustainability, leading to content homogenization and short-lived experiences [10][11]. - The reliance on human services complicates standardization and long-term quality maintenance, while high investment and easy replication of creative concepts pose operational challenges [10][11]. - Consumer disputes arise from the broad scope of experience consumption, with issues like sudden business closures and exaggerated promotions affecting consumer trust [11]. Group 5: Policy Recommendations for Development - There is an urgent need for policy measures to support the experience economy, including establishing industry standards and regulatory frameworks to protect consumer rights and simplify complaint processes [12]. - Encouraging innovation and technology application through financial incentives can help lower costs for small businesses, promoting diverse experience consumption scenarios [12]. - Strengthening intellectual property protection and combating creative plagiarism will foster a competitive market environment [12]. Group 6: Future Trends in Experience Economy - The experience economy is projected to grow significantly, with the market size expected to reach 18.4 trillion yuan by November 2025, reflecting a 22.6% year-on-year increase [15]. - The next 3 to 5 years will see trends such as accelerated technological integration, a rise in green experiences, and increased cross-border experience fusion [16]. - The experience economy is positioned as a new growth point for urban consumption, emphasizing the need for market innovation and policy support to transition from selling products to selling experiences [16].