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 ...

Core Insights - The rise of various grassroots sports events like "Su Super" and "Village Super" during the summer has significantly attracted fans and tourists, boosting local consumption and transforming "cultural tourism flow" into "consumption increment" [1] Group 1: Sports Events Impact - The "Su Super" event has successfully turned multiple cities in Jiangsu into popular destinations, with 87 viewing points leading to over 7.14 million visitors [1] - The "Village Super" finals attracted over 180,000 visitors, generating a total tourism revenue of 188 million yuan [5] Group 2: Commercial Integration - A shopping mall manager in Yancheng, Jiangsu, anticipates a 21% year-on-year increase in revenue, emphasizing the creation of "event + commercial" IP to meet fan demands [3] - Shanghai is enhancing its "ticket economy" with a continuous lineup of concerts featuring top artists, contributing to a vibrant entertainment scene [7] Group 3: Broader Economic Effects - Major cultural products, including popular films and large-scale sports events, are increasingly driving tourism consumption, with notable increases in visitor numbers to cities like Xi'an, Guangzhou, and Nanjing [9] - In the first five months of the year, Shanghai hosted over 21,000 commercial performances, attracting more than 10 million attendees and generating ticket sales of 1.63 billion yuan [10]

Core Insights - The Chinese performance market showed a diverse and flourishing trend during the 2025 May Day holiday, with the "performance+" model significantly promoting the integration of culture and tourism [1][3] Revenue and Attendance - The total box office revenue for commercial performances during the May Day holiday reached 2.159 billion yuan, representing a year-on-year increase of 3.60%, with an audience attendance of 10.316 million, up by 0.47% [1] - Large-scale performances with over 5,000 attendees generated 1.212 billion yuan in box office revenue, marking a 5.12% increase year-on-year [3] Performance Trends - Popular performances included concerts by artists such as the Times Youth League, Tao Zhe, and Zhou Huajian, with major music festivals in high-tier cities leading the trend while also expanding into smaller regions [3] - The rise of music festivals in smaller cities highlights a clear trend of market penetration, with events like the "Delight Electronic Music Festival" and "King of Glory E-sports Party Music Festival" combining various entertainment elements [3][4] Consumption Patterns - The integration of concerts and music festivals with tourism has led to a significant increase in related hospitality orders, with some cities seeing nearly a 100% year-on-year growth [5] - The search volume for music festival-related products, such as "music festival support makeup," surged by 179%, with over 30% of users being from the post-2000 generation [5] Cultural Experience Enhancement - The rich variety of tourism performance projects during the holiday significantly enhanced cultural experiences at major tourist attractions, with box office revenue for large and medium-sized tourism performances reaching 685 million yuan, a 9.08% increase year-on-year, and attendance of 5.5843 million, up by 6.11% [5]