从“一高一深”看消费潜力

Core Insights - The Chinese film market is projected to achieve a box office of 51.832 billion yuan and 1.238 billion admissions by 2025, both reflecting over 20% growth [1] - The film consumption market is characterized as "experiential" and "emotional," indicating a strong connection to consumer sentiment and cultural aspirations [1] Group 1: Market Dynamics - The film market's vitality showcases the resilience and potential of China's domestic demand, especially in the context of broader consumption challenges [1] - The "high" market refers to economically developed regions like Guangdong, Jiangsu, Zhejiang, and Shanghai, which have high per capita income and strong cultural consumption willingness, contributing significantly to national box office revenues [2] - Guangdong has consistently been a leading box office contributor, exemplified by its 16.5 billion yuan contribution to the 154 billion yuan box office of "Ne Zha" and its 1.13 billion yuan box office during the 2026 New Year holiday [1] Group 2: Emerging Markets - The "deep" market encompasses third and fourth-tier cities, where the box office contribution has been rising, reaching its highest level in five years in 2025 [2] - During the 2025 Spring Festival, third and fourth-tier cities accounted for over 58% of the box office, establishing themselves as the primary revenue source [2] - The development of infrastructure and commercial activities in these areas is expected to further unleash viewing demand, transforming them into innovative spaces for new consumption habits and operational models [2] Group 3: Future Opportunities - To unlock further consumption potential, it is essential to understand the characteristics of both "high" and "deep" markets, focusing on their intrinsic demands [3] - The high-quality expectations from developed regions will drive the film industry to enhance production standards and content innovation, promoting high-quality development [3] - The enthusiasm for local narratives in the deep market provides a solid foundation for domestic films, encouraging the emergence of diverse and relatable content [3] - Both market segments will mutually reinforce each other, creating a sustainable growth engine for film consumption and expanding the space for cultural dissemination of Chinese stories [3]