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].