Core Viewpoint - The offline industry is increasingly adopting "borderline" marketing strategies, particularly through the use of male models to attract consumers, as a response to declining sales and foot traffic in various sectors [1][9]. Group 1: Offline Marketing Trends - The trend of using male models in offline marketing has been gaining traction since 2021, with theme parks like Happy Valley and Fantawild introducing "handsome NPC" models to enhance visitor engagement [2]. - By 2025, the offline consumption market is expected to see a surge in "male color marketing," with various sectors, including restaurants and theme parks, leveraging this strategy to cope with economic pressures [1][3]. Group 2: Impact on Visitor Numbers and Revenue - Happy Valley reported a significant increase in weekend attendance, with over 40,000 visitors, 98% of whom were young women aged 15-30, due to the presence of male models [3]. - During the 2024 Spring Festival, Happy Valley's events led to a total of 29,300 visitors and revenue of 13.8 million yuan, marking increases of 62.59% and 80.70% respectively compared to 2023 [3]. Group 3: Broader Industry Effects - The introduction of male models has positively impacted surrounding businesses, as seen in Fuzhou's Dongbai Center, where the "male model carrying bags" experience led to increased daily foot traffic and sales [4]. - Fuzhou Dongbai Center achieved sales exceeding 90 million yuan during the Spring Festival, with total foot traffic surpassing 1.1 million [5]. Group 4: Challenges in the Restaurant Sector - The restaurant industry, particularly Haidilao, has faced declining revenues, with a 3.7% drop in revenue and a 13.7% decrease in net profit in the first half of 2025 [6]. - Haidilao attempted to pivot by introducing a nightclub model, which resulted in a 10% increase in nighttime foot traffic at some locations [7]. Group 5: Consumer Behavior and Market Dynamics - Despite a recovery in offline consumption, many businesses remain in a state of loss, with 22% of theme parks reporting ongoing financial difficulties [8]. - The reliance on "borderline" marketing strategies has become a norm for offline businesses seeking to boost foot traffic and sales [9]. Group 6: Future Considerations - The entertainment-driven business model may pose risks, as it could alienate core family-oriented customers, who represent a significant portion of the tourism market [15]. - There is a growing trend among consumers towards deeper cultural experiences rather than superficial entertainment, indicating a potential shift in marketing strategies [16][17].