Core Viewpoint - The trend of major concerts and music festivals moving to lower-tier cities is becoming increasingly evident, driven by lower costs and less competition compared to first-tier cities [4][5][6]. Group 1: Market Trends - A significant portion of concerts is now being held in third-tier and below cities, with 45.6% of mixed concerts taking place in these areas by the third quarter of 2025 [4]. - The music festival market is also thriving in lower-tier cities, with over 40% of events occurring in these locations [4]. Group 2: Economic Considerations - The costs of hosting concerts in lower-tier cities are substantially lower, with venue rental costs in first-tier cities being 6-10 times higher than in smaller cities [11]. - The overall travel and accommodation expenses for artists' teams in lower-tier cities can be significantly reduced, allowing for better profit margins even with lower ticket prices [11]. Group 3: Audience and Artist Dynamics - Audience demographics in lower-tier cities are favorable, as many areas have large populations with limited exposure to major artists, creating a strong local fan base [6][9]. - Different types of artists have varying considerations for city selection, with some prioritizing the local cultural vibe and infrastructure to enhance their performance [8][9]. Group 4: Government Support and Subsidies - Local governments are increasingly offering substantial subsidies for concerts, which can reach hundreds of thousands, to promote tourism and local economies [11][15]. - However, the actual access to these funds can be challenging, with strict criteria affecting the disbursement of subsidies [12]. Group 5: Impact on Local Economy - Concerts in lower-tier cities can significantly boost local economies, with external visitors accounting for 60-65% of attendees, leading to increased spending in transportation, accommodation, and dining [15]. - The presence of concerts can create a "concert economy" that benefits local vendors and businesses, enhancing overall economic activity [15][16]. Group 6: Challenges and Risks - The reliance on ticket sales for revenue, which constitutes about 70% of total income, poses risks if market assessments are inaccurate, potentially leading to unsold tickets and financial losses [12][13]. - The pricing strategy often used by promoters can be risky, as it may not account for local market conditions, leading to potential oversupply and price reductions [13].

明星演唱会也盯上了下沉市场这块"蛋糕"。 曾经，看演唱会似乎是一二线城市的专属，大批粉丝为追星或寻找情怀奔赴"北上广"。近两年，不少大 牌明星都开始轮番去三四线城市开唱，周杰伦在南昌连唱四场，薛之谦在襄阳办演唱会，大大小小的音 乐节更是深入三四线城市，甚至县城。 10月28日，中国音像与数字出版协会音乐产业促进工作委员会发布的《2025年中国演唱会及音乐节市场 分析报告》显示，大型演出向三线及以下城市下沉开拓的趋势较为明显。2025年前三季度，45.6%的拼 盘演唱会落地于三线及以下城市，音乐节市场也相对活跃，占比超过4成。 这并非明星们一时兴起的"基层慰问"，而是主办方、场馆方与艺人在考量市场后的共同选择。一线城市 场馆租金动辄数十万，报批流程漫长复杂；而三四线场地成本骤降七成，政府更是敞开欢迎之门。在这 样的情况下，转战下沉市场似乎成为了大势所趋。 而演唱会在选址上各方究竟有什么样的考量，主办方在票价降低的情况下又能否挣到钱？ 01 逃离"红海"：演唱会盯上下沉市场 但有些艺人则确实会考虑城市调性的问题，一些风格比较独特或者对自己演唱会呈现效果有较高追求的 艺人，则会仔细考量不同城市的硬件设施以及人文历史 ...

Group 1 - The concert market in lower-tier cities is expected to grow significantly, with 45.6% of mixed concerts taking place in third-tier and below cities by Q3 2025, and large music festivals in these cities accounting for 34.9% of total events [2][4] - The ticket sales in third and fourth-tier cities have increased, with box office share rising from 25.3% to 29.1% [2][4] Group 2 - The approval process for concerts in major cities like Beijing and Shanghai is extremely challenging, with lengthy bureaucratic procedures and strict regulations [3][4] - In contrast, local authorities in smaller cities are more supportive, often providing assistance and less stringent oversight for concert organizers [4][5] Group 3 - Ticket pricing strategies in lower-tier markets are aggressive, with practices such as ticket subsidies and transportation reimbursements becoming common [5][6] - Fans from smaller cities are now able to attend concerts more easily and affordably, leading to increased local attendance [12][14] Group 4 - The appeal of concerts in smaller cities is growing, as they provide a more accessible and enjoyable experience compared to traveling to larger cities [14][18] - Local governments recognize the economic potential of concerts, viewing them as a means to stimulate local GDP beyond traditional sectors [15][19] Group 5 - However, replicating the success of concerts from major cities in smaller markets is not straightforward, with many organizers facing challenges due to misaligned pricing and local demand [21][22] - The market is becoming saturated, with many cities planning regular concerts, which may dilute the perceived value of such events [25][27] Group 6 - The demographic of concert attendees is shifting, with local fans becoming the primary audience, reducing the influx of external visitors [26][28] - The future of concerts in smaller cities may resemble large-scale karaoke events, primarily benefiting local audiences rather than attracting significant tourism [28][30]

Core Viewpoint - The concert industry is experiencing unprecedented growth despite economic challenges, with ticket sales and attendance reaching record levels, indicating a shift in consumer behavior towards experiential spending rather than material possessions [6][18]. Group 1: Concert Industry Growth - In 2025, over 330 concerts were held in May alone, averaging more than 10 concerts per day, showcasing the rapid expansion of the concert market [6]. - Total attendance reached 4.484 million, generating ticket sales of 3.333 billion, with an average ticket price of approximately 750 yuan [7]. - In the first eight months of 2025, concert ticket sales exceeded 20 billion, with concerts alone accounting for 16.46 billion, reflecting a year-on-year growth of 43% [7]. Group 2: Consumer Behavior and Emotional Value - Consumers are prioritizing experiences over material goods, viewing concert tickets as "emotional power banks" that provide a necessary escape from daily stress [8][10]. - The phenomenon is described as a "high emotional premium scarce experience," where individuals are willing to spend significantly on concerts to feel a sense of belonging and release [10]. - The modern concert experience has evolved into a comprehensive social event, with extensive planning and social media engagement before, during, and after the event [11][12]. Group 3: Economic Impact and Tourism - Concerts are driving significant economic activity, with an average cross-city attendance rate exceeding 60%, leading to increased local spending on accommodation, food, and transportation [13][15]. - For every yuan spent on concert tickets, approximately 4.8 yuan is generated in related local spending, indicating a strong multiplier effect on the local economy [15]. - Local governments are incentivizing concerts through subsidies, recognizing their potential to boost tourism and local economies [17]. Group 4: Cultural Shift - The concert economy reflects a broader cultural shift among younger generations, who prioritize experiences over ownership, signaling a transformation in consumer values [18]. - This trend highlights a collective desire for shared experiences and emotional connections in an increasingly uncertain world, where concerts provide a sense of certainty and community [18].

Core Insights - The concert industry is experiencing unprecedented growth despite economic challenges, with ticket sales and attendance skyrocketing [2][4][22] - Young consumers are prioritizing experiences over material possessions, viewing concerts as emotional investments and social events [6][13][40] Group 1: Industry Performance - In May 2025, there were 330 concerts held nationwide, averaging over 10 concerts per day [2] - Total attendance reached 4.484 million, generating ticket revenue of 3.333 billion [3] - By August 2025, concert ticket revenue surpassed 20 billion, with concerts alone accounting for 16.46 billion, a 43% year-on-year increase [4][22] Group 2: Consumer Behavior - Young people are not just buying tickets; they are purchasing emotional experiences, viewing concerts as a form of stress relief and social connection [6][7][40] - The phenomenon reflects a shift from material consumption to experiential consumption, with concerts serving as a "collective memory" and a way to cope with uncertainty [39][41] Group 3: Economic Impact - Concerts are driving significant economic activity, with cross-city attendees spending between 500 to 2000 per visit, contributing to over 200 billion in related consumption [25][30] - The "3-hour economy effect" indicates that every 1 yuan spent on concert tickets can generate 4.8 yuan in local hospitality and transportation spending [30][32] Group 4: Government Support - Local governments are incentivizing concerts with subsidies based on attendance and cross-city visitor numbers, recognizing the economic benefits of large-scale events [36][38] - For example, Hainan offers substantial rewards for consistent performances, while Sichuan has set high subsidy limits based on ticket sales [36][38]

Core Insights - The Beijing performance market is experiencing significant activity with a variety of domestic and international shows, enhancing cultural consumption and creative vitality [1][11]. Industry Summary - The French musical "Romeo and Juliet" is currently being performed at the Tianqiao Arts Center in Beijing, featuring original cast members, which adds a nostalgic element to the production [3][7]. - The chairman of Jiuwai Culture, Zhang Ligang, noted that the market for French and original musicals in China has matured, with audience demographics expanding beyond just the younger generation. The current performance in Beijing has achieved an 80% ticket sales rate over three weeks and 21 shows [5]. - The musical has been performed in 41 countries and in 16 languages since its premiere in Paris in 2001, indicating its global appeal and the resurgence of interest in original musicals in China [7]. - Concurrently, the Mariinsky Orchestra, led by conductor Valery Gergiev, performed at the National Grand Theatre, showcasing world-class music and enhancing the cultural landscape [9]. - Data from the first half of the year shows that Beijing hosted over 29,000 commercial performances, attracting more than 6.97 million attendees and generating ticket revenue exceeding 2.3 billion yuan, reflecting year-on-year growth of 10%, 10.5%, and 17.8% respectively [11]. - Experts suggest that performances by world-class artists not only provide high-level entertainment but also rejuvenate classic works, fostering cultural exchange and enhancing domestic audience's artistic consumption and aesthetic appreciation [13].

Core Insights - The meeting held in Qingdao on October 20 focused on the new dynamics of the performance industry, aiming to enhance support for large-scale commercial performances and stimulate cultural tourism consumption [1][4] - Large performances are identified as a significant driver for the cultural tourism industry, generating a wide range of consumer demands across various sectors such as accommodation, dining, transportation, and entertainment, thus forming a "performance+" consumption chain [3][4] Performance Market Overview - The Qingdao large performance market is expected to experience explosive growth by 2025, with 29 large performances already held this year, including 23 star concerts and 5 music festivals, resulting in ticket sales of 640,000 and a box office revenue of 470 million yuan, surpassing the total for the entire year of 2024 [4] - The remaining five performances are anticipated to create a final surge in audience attendance, with major events like concerts by Zhang Jie and Pan Wei Bo expected to attract approximately 160,000 attendees, serving as a critical test for the city's performance support capabilities [4][7] Collaborative Support Measures - The Qingdao Cultural and Tourism Bureau has been proactive in organizing regulatory meetings to assess large performances, ensuring safety and public sentiment management while collaborating with multiple departments such as public security and market regulation to create a comprehensive support system [6][7] - The bureau plans to enhance the "ticket root economy" effect by encouraging local businesses to offer exclusive discounts for performance attendees, thereby improving the consumption experience for visitors from outside the city [7]

Core Insights - The parent-child performance market is experiencing a slowdown, yet the Ku Xiaomai brand under Damai Entertainment has shown remarkable growth, achieving a threefold increase in the number of boutique children's theater performances, totaling 1,400 shows from April to September 2025, making it the leader in production scale in the domestic market [1] - The rapid growth of Ku Xiaomai reflects the company's accurate understanding of the demand in the parent-child performance market, which is undergoing structural upgrades as families seek higher quality content and viewing experiences [1] - Ku Xiaomai is focusing on the "small space children's theater" segment, emphasizing close interaction and immersive experiences for family audiences, while increasing investment in quality productions and exploring cross-adaptations of animation IPs into live performances [1][2] Production and Performance Highlights - Ku Xiaomai has leveraged Youku Children's rich portfolio of original animation IPs to expand the boundaries of stage adaptations, with successful productions like "Tina Tony: The Secret of the Stars" receiving a high rating of 9.5 and touring major cities such as Beijing, Shanghai, Nanjing, and Hangzhou [2] - The collaboration with the Beijing Children's Art Theatre on "The 'Mysterious' Sanxingdui" creatively transforms historical artifacts into stage characters, achieving a high rating of 9.9 and becoming a benchmark for quality in the 2025 parent-child performance market [4] - Other notable productions include "Wukong: The Three Strikes of the White Bone Spirit," which received a rating of 9.5, showcasing the appeal of classic IPs through innovative puppet presentations [4] Future Directions - The company aims to continue deepening its focus on the small space children's theater segment, enhancing collaborations with IP rights holders and professional art troupes, while also planning to develop high-quality productions for larger theaters [5] - Ku Xiaomai is committed to providing high-quality content for children and trusted choices for parents, ensuring a diverse range of cultural consumption options for families [5]

Core Insights - The article highlights the strong performance of Cool Little Wheat, a brand under Damai Entertainment, in the children's performance market, achieving a threefold increase in the number of shows compared to the previous year, with 1,400 performances from April to September 2025, making it the leader in production scale in the domestic children's performance sector [1] - The company emphasizes the importance of high-quality content and audience experience in the evolving market, aiming to integrate platform IP resources and enhance content supply to meet family users' demands [1][6] Group 1 - Cool Little Wheat has focused on the "small space children's drama" segment, responding to family audiences' preferences for close, interactive, and immersive experiences, and has increased investment in quality productions [1] - The brand has successfully launched new interactive adventure musical plays, such as "Tina Tony: The Secret of the Stars," which received a high rating of 9.5 and has been well-received in multiple cities [3] - The collaboration with Beijing Children's Art Theatre on "The Mystery of Sanxingdui" showcases innovative storytelling by transforming cultural relics into stage characters, achieving a high rating of 9.9 and becoming a benchmark in the market [5] Group 2 - Cool Little Wheat is expanding its repertoire with diverse themes and artistic forms, producing various works that cater to different age groups, which have reached 13 provinces and 22 cities across the country [5] - The company plans to deepen collaborations with IP rights holders and professional art troupes while exploring innovative adaptations of classic IPs to provide richer cultural consumption options for families [6]

Core Insights - The classic version of "Secret Love in Peach Blossom Land" has made a significant return to the Hangzhou Grand Theatre, marking the start of the 2025 autumn-winter performance season with over 35 major productions scheduled [6][7] - The season features a mix of international and domestic productions, including the English musical "The Phantom of the Opera" and the French musical "Les Misérables," both making their debut in Hangzhou [7][8] - The new musical "Wind Sound," adapted from a novel by Mai Jia and produced by A Yun Ga, will premiere in Hangzhou, emphasizing a narrative set in a tense wartime environment [7][8] Performance Highlights - The autumn-winter season includes a variety of genres, from classic dramas to contemporary hits, catering to diverse audience preferences [7][9] - Notable performances include the suspenseful play "2:22," the dance drama "Eternal Waves," and the musical "The Picture of Dorian Gray," showcasing a blend of artistic depth and commercial appeal [9][10] - The season also features community-oriented events and programs aimed at engaging audiences of all ages, including family-friendly performances and educational concerts [10]