文章标题："擦边"经济，线下生意真能靠它活？ 你去游乐园，迎面而来的不是卡通人物，而是肌肉NPC；你去餐厅，端水上菜的是男模DJ。在众多线 下业态里，擦边似乎是一条开辟新方向的捷径，但这条捷径已经出现了一些问题，本期就聚焦：擦边经 济。 阅读原文："擦边"经济，线下生意真能靠它活？_虎嗅网 文章链接：https://www.huxiu.com/article/4763977.html ...

文 | 道总有理 最近，线下业态不止一次与"擦边"挂钩。 8月份，深圳欢乐谷的女团Cosplay形式的节目因陷入"擦边"争议，被叫停。29日，峨眉山陪爬队员拉、 背、扛、抱女游客协助登山的视频，登上热搜。去年，欢乐谷曾因肌肉猛男火过一段时间，西双版纳有 过"嘴对嘴喂食"的猛男餐厅、海底捞因男模跳舞出圈…… 这两年的短视频平台将"万物皆可擦"的荒诞戏码演至极致，乃至体操冠军都忍不住下场。据悉，全球范 围内，色情类及擦边内容占据互联网流量的30%以上，直播间里，擦边内容往往有着"低投入高回报"的 变现逻辑。 而线上擦边生态的这番火热，终究没能只停留在屏幕里。当短视频里的"擦边红利"肉眼可见，各大主播 们露一点、扭一扭就能轻松换流量，换收益的逻辑被反复验证，线下业态也渐渐动了心思。 线下业态比互联网更适合"擦边"？ 2025 年，线下消费市场刮起"男色营销"风潮。 从火锅门店到主题公园，从百货商场到咖啡店，"男模引流"不再是偶然现象，而是消费下行期众多业态 应对生存压力，寻求业绩突破的无奈选择。不可否认，线上"擦边经济"的流量逻辑向线下落地，实现了 比线上更高效的"流量→消费"转化。 首先，线下男色营销的试水早有铺 ...

Core Viewpoint - The rise of "borderline" marketing strategies, particularly through male models and entertainment, is becoming a common approach in offline consumption sectors as businesses seek to boost traffic and sales during a challenging economic period [2][12][20]. Group 1: Offline Marketing Trends - The offline consumption market is expected to embrace a "male marketing" trend by 2025, with various sectors like theme parks and restaurants adopting this strategy to cope with declining sales [3][12]. - The introduction of "handsome NPCs" in theme parks has proven effective, with some locations reporting significant increases in visitor numbers, particularly among young women [4][5]. - The Fuzhou Dongbai Center's "male model bag-carrying" experience led to a notable increase in daily foot traffic and sales, showcasing the effectiveness of this marketing approach [7][8]. Group 2: Financial Performance and Challenges - Despite the initial success of "borderline" marketing, many offline businesses continue to struggle financially, with a significant portion of theme parks and restaurants reporting losses [13][17]. - For instance, the theme park industry has seen about 22% of its establishments operating at a loss, while major restaurant chains like Xiaobuxiang have reported substantial net losses [13][17]. - The financial reports from major players indicate a concerning trend, with companies like Huazhou City experiencing a decline in revenue and profit margins [17][18]. Group 3: Consumer Behavior and Market Dynamics - The consumer market is shifting towards a preference for deeper cultural experiences rather than superficial entertainment, as evidenced by the growing popularity of family-oriented travel and cultural tourism [20][21][22]. - Data shows that the emotional consumption market in China is projected to exceed 2 trillion yuan by 2025, indicating a strong demand for enriching experiences [19]. - The trend towards "de-entertainment" suggests that businesses need to integrate cultural elements into their offerings to remain competitive and relevant in the evolving market landscape [23][24].