中国的消费者们即将在家门口享受到一场顶级视听盛宴。今年11月，全球顶级音乐节 IP"Tomorrowland"首个官方室内版本演出"The Magic of Tomorrowland·室内幻境"将在上海开演，这是全 球最大、知名度最高的音乐节之一，而这也是它的"中国首秀"。 关于这场演出的相关话题在社交平台上已有近30万的讨论，据该活动在今年7月的发布会介绍， Tomorrowland首登中国，将携手英雄电竞、INS新乐园与百威中国，以"纸上幻境"为主题，集结国际知 名 DJ 中国独家首秀、东西方多元音乐流派阵容，带来前沿视觉效果。 而在啤酒行业波动的背景下，百威中国与此活动的联手也具有特别的意义。 当啤酒遇上"新世代"，有点不一样 在中国，啤酒的消费模式已经悄然发生改变，尤其是在年轻成年人群里。这一代的消费者不再在大排档 踩着箱子喝啤酒，聚会时的"酒蒙子"也明显变少。同时，他们的娱乐环境不再局限于传统的KTV与俱乐 部，讲究情绪价值的室外体验如各式音乐节、体育赛事迎风而起。在这些新兴场合中，啤酒仍是消费的 主力，但它的角色也随之变成了人们的"情绪搭子"。 对于啤酒行业来说，要适应这个变化并将啤酒打入新的场景 ...

Core Viewpoint - The beer industry is adapting to an emotion-driven consumption era, aiming to connect with each generation of young adults through cultural experiences and events [2][12]. Group 1: Cultural Engagement and Consumer Trends - The upcoming Tomorrowland music festival in Shanghai, initiated by Budweiser, highlights the brand's commitment to engaging with young consumers through cultural events [4][5]. - A McKinsey report indicates that 64% of consumers prioritize emotional consumption, with younger consumers placing even greater emphasis on the emotional value of products [8]. - Brands must create deeper cultural connections and experiential systems rather than relying solely on price competition to resonate with consumers [9]. Group 2: Budweiser's Strategic Approach - Budweiser's strategy focuses on "Megabrands & mega platforms," targeting global young adults' favorite IPs to foster connections [12][15]. - The brand's involvement in Tomorrowland is not just sponsorship but a key part of creating a "beer + scene + culture + social" experience [14]. - Budweiser has successfully established its flagship brands, such as Harbin Beer and Budweiser, with a 40% market share in the premium segment, according to Euromonitor [16]. Group 3: Market Performance and Innovations - Harbin Beer has seen a 70% sales increase in the young consumer segment due to its innovative zero-sugar products linked to NBA events [18]. - The "flagship brand + super platform" strategy has proven effective, allowing Budweiser to enhance its market presence and consumer engagement [19][23]. - The brand's partnerships with major cultural events like the FIFA World Cup and Tomorrowland are essential for amplifying its market influence and connecting with consumers [21][23].