Core Insights - Experiential marketing aims to enhance customer recognition and trust in brands through unique consumption experiences, thereby promoting sales growth [1][4] - The global revenue for experiential marketing services is projected to reach $3.652 billion in 2024, $3.958 billion in 2025, and $5.95 billion by 2031, with brand experience accounting for approximately 65.2% of the market share [1][4] Industry Definition and Significance - Experiential marketing involves engaging target customers through observation, listening, trying, and using products or services, allowing them to perceive the quality or performance firsthand [2][3] - The core aspects of experiential marketing include sensory, emotional, action, cognitive, and relational experiences, which collectively enhance consumer engagement and brand loyalty [2][3] Current Industry Status - The shift from traditional service economies to experiential economies highlights the growing importance of fulfilling consumers' emotional and spiritual needs over mere material demands [3][4] - Companies are increasingly focusing on creating memorable experiences that foster deep emotional connections with consumers, leading to long-term customer loyalty [4][7] Industry Value and Revenue Projections - The experiential marketing service sector is expected to see significant growth, with a focus on brand experience as the leading segment [1][4] - The increasing competition and evolving consumer demands are driving brands to adopt experiential marketing strategies to establish meaningful connections with their audiences [1][4] Industry Chain - The experiential marketing service industry chain includes upstream resources such as human resources, hardware, venues, media, and logistics, with midstream service providers and downstream brand clients from various sectors like automotive, luxury goods, technology, and fast-moving consumer goods [5][6] Successful Case Studies - Notable international examples of successful experiential marketing include IKEA's real-life experiences, JetBlue's ice block installation, and Carlsberg's drinkable billboard, showcasing the effectiveness of unique consumer engagement strategies [8] - Domestic examples like Haidilao emphasize personalized service and innovative experiences, further illustrating the potential of experiential marketing in enhancing customer satisfaction [8][9] Competitive Landscape - The Chinese market features numerous experiential marketing service providers, including Guangdong Electric Sound Marketing Co., Ltd., Aide Weixuan Group, and others, indicating a competitive environment with ample opportunities for growth [8][9] Future Trends - The future of experiential marketing will increasingly leverage technological innovations such as virtual reality (VR) and augmented reality (AR), enhancing the consumer experience through online and offline integration [9][10] - There will be a growing emphasis on sustainability and social responsibility in marketing activities, reflecting brands' commitment to ethical practices and community engagement [9][10]

9月27日，武汉远洋里商业街洋溢着艺术与欢乐的氛围，开心麻花汉阳树剧场正式开业。作为华中 地区首座"五感"剧场，其开幕演出《雨村笔记之隐藏笔记》携手《盗墓笔记》IP，巧妙融合悬疑与 喜剧元素，创下大麦评分9.9分的佳绩，首批场次门票早已售罄。 五感沉浸，剧场经济的新范式 开心麻花汉阳树剧场开创性地提出"五感剧场"概念，打破传统剧院单一依赖视觉的观演模式。在 《雨村笔记之隐藏笔记》演出中，剧场通过视觉、听觉、嗅觉、触觉、味觉的全方位设计，让观众 仿佛置身故事场景。 观众步入剧场即进入真实的"雨村小屋"，感受清甜雾气、风声虫鸣、枝头细雪的变化，甚至能闻到 淡淡的草木清香。多舞台结合实景舞美、顶级灯光音效，表演穿插在坐席之中，实现真正的沉浸式 体验。 剧场总建筑面积达1609平方米，内设500个红丝绒雅座，采用模块化设计，能快速切换为沉浸式互 动空间。这种灵活的空间运营，满足从大中型话剧、音乐剧到沉浸式互动的多元需求。 内容赋能，体验经济的新思路 远洋商业深谙体验经济时代的商业运营逻辑是内容赋能。因此，开心麻花汉阳树剧场并非简单引入 一个知名演艺品牌，而是打造持续产出的内容平台。 这座由国际知名建筑大师隈研吾操刀设 ...

Core Insights - The seminar focused on "Rebuilding Urban Vitality: What to Learn from Non-standard Business," addressing urban revitalization, non-standard business models, and creating vibrant scenarios [3][5][7] Group 1: Event Overview - The seventh "Big Data and Business Environment" seminar was successfully held in Shanghai, organized by various institutions including Shanghai Academy of Social Sciences and Shanghai Big Data Alliance [1] - The event attracted leaders, experts, scholars, and representatives from industries related to big data and cultural design [3] Group 2: Key Themes and Discussions - The rapid development of the digital economy and the shift in consumer spending towards service-oriented consumption were highlighted, emphasizing the need for commercial innovation [5] - The concept of "scene innovation" was introduced as crucial for enhancing consumer experiences, particularly in non-standard commercial spaces [5][7] - The challenges faced by traditional retail, especially large shopping centers, were discussed, with a focus on the need for a human-centered approach in business [7] Group 3: Insights from Key Speakers - Qi Xiaozhai emphasized the importance of integrating shopping and service consumption, advocating for innovative commercial environments that foster emotional connections [5] - Shen Kaiyan pointed out the transformation in consumer logic and the necessity for businesses to adapt to emotional resonance and experiential economy trends [7] - Li Genguo discussed the role of artificial intelligence and digitalization in driving urban commercial transformation, highlighting Shanghai's leadership in this area [9] Group 4: Non-standard Business Perspectives - Xu Jinqian proposed that non-standard businesses should evolve from short-term attractions to long-term ecological systems, focusing on localized operations and value co-creation [13] - Yao Yitong discussed the role of non-standard business as a social innovation driver, emphasizing the balance between efficiency and content [13] - The significance of museum IP in activating non-standard commercial spaces was highlighted, showcasing its potential to create emotional connections and cultural value [14] Group 5: Roundtable Discussions - The first roundtable addressed the significance of consensus between traditional and non-standard businesses, with insights on sustainable business models and community engagement [15][16] - The second roundtable explored the reasons for urban vitality decline and potential solutions, emphasizing the importance of consumer personalization and community governance [20]

当国庆假期遇上中秋节，长达八天的"超级黄金周"，相信大家已经非常期待了！最近，我看到很多网友 不仅晒出"拼假"、旅行计划的朋友圈，还分享了很多要给家人带回去的礼物。这几天我去了很多大型商 超、农贸市场，货品丰富、供应充足，看着很眼馋也很安心，当然还有不少促消费系列活动，这些都让 这股提前到来的消费热潮"烟火气"十足。 例如，继"苏超"爆火后，各地纷纷推出本地"草根赛事"吸引客流。四川将推出"跟着'川超'游四川"活 动，发放总价值超5000万元的"赛事门票+景区门票+住宿优惠"系列"大礼包"，同时开设主题旅游巴士与 旅游专线，实现"一场比赛、多城联动"的无缝衔接；湖北推出省级常态化票根综合服务小程序，游客上 传高铁票、演出票、景区门票等票据即可兑换酒店优惠、文创礼品等；上海更是将"票根经济"写入《上 海市提振消费专项行动方案》。 无论是降低出行成本，还是提升游玩体验，最终目的都是为了让大家度过一个充实又快乐的假期。这一 目标的实现，离不开多部门协同发力——唯有通过精准补位、智慧赋能与细节优化，构建起全链条、高 品质的服务体系，才能切实保障大家安心回家、开心度假。 晶采观察，下期见！ 编审：伍刚 统筹：王薇 赵净 ...

9月19日—21日，"润州明月夜"第三期解压集市在镇江京畿路热力启幕，30余个青年摊位沿街铺 展，创意手作、沉浸式互动、旗袍秀等交织成青春派对，与9月20日"苏超"镇江最后一场主场赛事联 动，结结实实"火了一把"。 有着"江河交汇、城市山林"禀赋的镇江润州区，以年轻姿态迎来消费焕新。日前，该区获评江苏省 文化和旅游产业融合发展示范区。润州区委书记徐心田表示，要精准发力、系统突破，以更实举措推动 文商旅融合发展，聚焦项目攻坚，夯实产业根基，以大项目带动文旅产业能级跃升，以新业态塑造文旅 特色品牌，以全域旅游促进文旅产业"全面开花"。今年1—8月，该区社会消费品零售总额增长达6.5%， 位列全市第一。 业态焕新，从"传统买卖"到"体验经济" "镇江进球了！"上海游客陈女士在京畿路露天观赛区鼓掌喝彩，"以前来润州就是'爬山逛庙'，现在 能听音乐会、看比赛、打卡新店，值得反复来！" 润州文旅产业占GDP比重超10%，成为现代服务业五大主导产业之一。该区打破传统文旅边界，让 传统消费提质升级，新型消费蓬勃生长。 "没想到在老街能尝到这么正宗的法式菜品！"在京畿路"吉庆里壹号"餐厅，顾客李女士感慨。创始 人汤燕玲曾长期从 ...

Core Insights - The "Heartfelt List" launched by Douyin Life Services aims to connect offline businesses with diverse consumer needs by focusing on user preferences and experiences rather than traditional metrics like taste or facilities [3][6][7] Group 1: Heartfelt List Overview - The "Heartfelt List" is based on user interactions such as likes, shares, and reviews, creating a "Heartfelt Index" that reflects real consumer preferences [3][6] - The list covers 101 cities and includes 3,300 restaurants, while the hotel list features 443 lifestyle hotels across 39 cities, highlighting contemporary consumption trends [1][3] - The initiative emphasizes understanding consumer needs to enhance visibility and connection for quality businesses [7][10] Group 2: Impact on Consumer Behavior - Consumers benefit from the list by alleviating the "choice dilemma," allowing them to select experiences based on preferred themes like "Eastern Aesthetics" or "Cultural Exploration" [3][4] - The emotional experience is becoming a new currency in physical commerce, with 76% of consumers willing to pay a premium for emotional satisfaction [8] - The average transaction growth for businesses on the list is reported at 30%, indicating a significant impact on foot traffic and sales [8] Group 3: Broader Industry Implications - The list serves as a reflection of consumer upgrades, cultural innovation, and the social responsibility of platform economies [6][9] - It effectively mitigates the downsides of pure online recommendations and traditional evaluations, balancing technical and value rationality [7] - The initiative is seen as a new growth engine for offline businesses, driving engagement through content and emotional resonance [4][10]

Core Viewpoint - Qiandao Lake is undergoing transformation to become a world-class "lake+" tourism destination, focusing on product innovation, scene creation, and business model restructuring to achieve high-quality development [1][2]. Group 1: Current Challenges - The tourism industry in Qiandao Lake faces significant challenges, including poor product experience and service quality, with outdated offerings and a lack of new attractions [2]. - Competition from nearby regions, such as themed parks and leisure resorts in Hangzhou and other cities, intensifies the pressure on Qiandao Lake to innovate and adapt [2]. - The changing demands and consumption patterns of tourists necessitate a proactive transformation to avoid market obsolescence [2]. Group 2: Future Development Strategy - Qiandao Lake's strategy for becoming a world-class destination is based on three main pillars: ecological protection, a systematic innovation blueprint, and a shift from ticket-based revenue to experience-based consumption [3][4][5]. - The recently released implementation plan aims to integrate management, resources, and branding while promoting a diverse range of tourism experiences, including sightseeing, leisure, and wellness [4]. - The initiative includes the "Eight Warm Services" aimed at enhancing visitor experience, such as transparent pricing in dining and accommodations, reduced parking fees, and efficient complaint handling [5].

Core Insights - The article highlights a significant shift in consumer spending from traditional retail to experiential purchases, indicating a growing preference for experiences over material goods [1][3][11] Consumer Behavior - In major shopping centers, traditional retail areas are experiencing a decline in foot traffic, with some areas seeing a nearly 40% drop in customer visits, while entertainment venues are thriving [3][5] - The overall retail sales growth rate for social consumer goods in the first eight months of the year is only 3.4%, contrasting sharply with the booming cultural and entertainment market [3][5] - Consumers, particularly younger individuals, are increasingly valuing experiences, such as attending concerts or participating in immersive activities, over purchasing physical items [5][7][11] Experience Economy - The rise of the "experience economy" is evident, as businesses adapt to consumer preferences by offering lifestyle-oriented services rather than just products [11][12] - Retailers are transforming their spaces to create comfortable environments that encourage longer visits, which can lead to increased sales [12][14] - Technological advancements, such as AR fitting rooms and mobile payments, are enhancing the experience economy, making it easier for consumers to engage and purchase [14][16] Economic Impact - The experience economy is not only revitalizing local economies but also creating new job opportunities in sectors like tourism, culture, and entertainment, with a reported 21% increase in employment in these areas compared to the previous year [16][18] - Innovative roles, such as immersive experience designers, are emerging as businesses focus on creating engaging and interactive consumer experiences [18] Government Initiatives - Governments are recognizing the importance of the experience economy and are implementing policies to encourage spending on experiences, such as paid leave and cultural consumption vouchers [18][20] - The article discusses the potential for experience-based spending to serve as a new economic driver, emphasizing the need for creativity and engagement in consumer offerings [18][20]

Core Viewpoint - The article highlights the remarkable growth of Henan's cultural tourism industry, attributing its success to the effective transformation of historical and cultural resources into modern tourism experiences, innovative market strategies, and strong government support [1][12]. Group 1: Cultural and Historical Resources - Henan is home to four of China's eight ancient capitals and boasts five UNESCO World Heritage sites, 420 national key cultural heritage sites, and over 65,000 immovable cultural relics, making it a treasure trove of historical resources [5][14]. - The province has effectively utilized new technologies and modern experiences to activate its rich cultural heritage, transforming it into engaging and shareable tourism resources [4][5]. - The demand for deep cultural experiences aligns with consumer interests, as visitors seek to explore Chinese culture and the Yellow River civilization [5][10]. Group 2: Market Innovation and Experience Economy - The success of Henan's cultural tourism is largely driven by private enterprises, showcasing a vibrant market environment that emphasizes creativity and experiential offerings [8][9]. - Unique attractions like the Kaifeng Wansui Mountain Martial Arts City offer immersive experiences where visitors can interact with characters and engage in story-driven activities, leading to significant revenue generation [8][9]. - The province's tourism projects focus on integrated experiences that combine dining, accommodation, and entertainment, enhancing visitor engagement and increasing spending [9][10]. Group 3: Government Support and Policy - The government plays a crucial role in fostering a supportive environment for the tourism industry through effective policies and long-term strategies, rather than short-term financial incentives [12][13]. - Initiatives such as subsidies for travel agencies and promotional campaigns have been implemented to stimulate tourism and enhance the province's visibility [12][13]. - The government's efforts have resulted in a significant increase in tourism, with projections of 1.03 trillion yuan in tourism revenue and 10.65 billion visitors by 2024 [14].

Core Viewpoint - The article highlights the rapid growth of the cultural tourism industry in Henan, driven by a combination of rich historical resources, innovative market strategies, and supportive government policies, transforming the region's cultural heritage into a vibrant economic engine [1][2]. Group 1: Cultural Heritage and Resources - Henan is home to four of China's eight ancient capitals and boasts five UNESCO World Heritage sites, 420 national key cultural relic protection units, and over 65,000 immovable cultural relics, making it a treasure trove of historical resources [3][4]. - The province's cultural tourism has shifted from merely showcasing history to actively engaging visitors through modern technology and immersive experiences, allowing tourists to connect with history in a meaningful way [4][5]. Group 2: Market Innovation and Consumer Engagement - The cultural tourism sector in Henan is characterized by a strong market presence, with many successful products led by private enterprises, emphasizing the importance of creativity in a highly market-driven industry [6][7]. - The focus on experiential economy is evident, with attractions like the Kaifeng Wansui Mountain Martial Arts City offering interactive experiences that keep visitors engaged, resulting in significant revenue generation [6][7]. - The "Only Henan: Drama Fantasy City" has achieved profitability since its launch, attracting over 50 million visitors, with 80% coming from outside Henan, indicating a successful appeal to a broader audience [7]. Group 3: Government Support and Policy Framework - The success of Henan's cultural tourism is attributed to effective government policies that foster a supportive environment for market players, focusing on long-term mechanisms rather than short-term incentives [9][10]. - The government has implemented various initiatives to promote tourism, including financial incentives for travel agencies and cultural enterprises, which have significantly boosted visitor numbers and economic impact [9][10]. - By integrating cultural resources and promoting regional collaboration, Henan has developed a comprehensive tourism ecosystem, with projections of 1.03 trillion yuan in tourism revenue by 2024 [11].