文化演出、体育赛事场景扩围 “第二现场”体验与消费的乘数效应

Core Insights - The "Second Venue" concept is rapidly expanding in cultural performances and sports events, breaking traditional venue boundaries and enhancing consumer experiences through immersive technology [1][3][4] Group 1: Cultural Performances - The National Centre for the Performing Arts has completed four high-level live broadcasts this year, reaching over 80,000 viewers across all provincial administrative regions in China, including a significant international broadcast to Malaysia [3][9] - The "Second Venue" initiative collaborates with over 200 theaters and cinemas nationwide, aiming for sustainable development and resource cooperation to achieve a vision of "hundreds of cities, thousands of screens, shared globally" [3][4] - The integration of advanced technologies such as 4K, 5G, and XR virtual production enhances the immersive experience and operational efficiency of live broadcasts [6][8] Group 2: Sports Events - The 2025 China Open introduced the "Open Live Second Venue," featuring 12 unique viewing points, including flagship locations in major urban areas, enhancing fan engagement and driving local economic growth [4][10] - The "Second Venue" model effectively connects cultural and sports events, creating a closed-loop of viewing, interaction, and consumption, which stimulates secondary spending in related sectors like dining and retail [5][9] - The model has shown significant economic impact, with the China Open attracting approximately 2.2 million participants and boosting local hotel occupancy and consumer spending during the event [10][11] Group 3: Economic Impact - The cultural performance market in China is projected to reach 520 billion yuan, while sports events are expected to drive over 90 billion yuan in consumption, with the "Second Venue" acting as a key growth driver [9][10] - The "Second Venue" approach is anticipated to transform cultural and sports consumption from "single-point" to "ecological" consumption, promoting a long-term mechanism of content-driven engagement and industry linkage [11][12] - By 2030, the "Second Venue" is expected to account for 25% of total cultural and sports consumption, becoming a new growth engine for high-quality industry development [11]