千亿跨境观演市场争夺战，大麦国际 APP 的胜算在哪里？

Core Insights - The launch of the MAISEAT app by Damai Entertainment marks a significant step in its international expansion within the global performance market, with the stock price rising by 4.6% to HKD 0.91 and a trading volume of HKD 102 million [1][5] Group 1: Market Positioning - The introduction of the MAISEAT app signifies a transition from localized services to global integration in the ticketing platform, addressing high cross-border viewing costs and fragmented experiences in the traditional performance market [3][7] - Damai Entertainment leverages its leading position in the domestic ticketing market to create a unified digital entry point through the MAISEAT app, effectively reducing information search costs and transaction friction for international consumers [3][7] Group 2: Strategic Approach - The dual-engine strategy of "full-platform layout + top-tier IP landing" aims to connect content supply and consumer demand, enhancing the core competitiveness of the performance industry beyond ticket distribution to include control over premium IP resources [3][7] - The focus on securing hosting rights for overseas top artists' tours is crucial, as it grants control over performance scheduling, ticket pricing structures, and derivative rights, allowing for a transition from a "channel provider" to a "content integrator" [3][7] Group 3: Market Trends - The timing of the MAISEAT app's launch aligns with a post-pandemic resurgence in global offline entertainment demand, with the live entertainment market projected to recover to 120% of pre-pandemic levels by 2024 [4][8] - The growing preference for experiential consumption among Generation Z consumers positions cross-border entertainment as a significant aspect of identity and social currency, which the MAISEAT app addresses through localized language interfaces, multi-currency payments, and integrated travel services [4][8] - Supported by Alibaba's ecosystem, the app is expected to leverage existing cross-border service capabilities, creating a "cultural entertainment + travel + payment" ecosystem that establishes a competitive barrier [4][8]