Core Insights - The article highlights the growing trend of fan-driven offline events as a significant aspect of the "fan economy," which is becoming a new strategy for malls to attract foot traffic and boost sales [1][4][19] - Malls are increasingly leveraging the influence of celebrities to create engaging experiences for fans, thereby enhancing their own brand value and customer loyalty [21][22] Fan Economy and Offline Events - Fans are seeking more than just concert experiences; they are engaging in various offline activities such as signing events, meet-and-greets, and fan-organized support events [1][4] - In July alone, over 30 celebrity-related offline events were recorded, indicating the integration of fan economy into commercial strategies [4][5] Consumer Behavior and Spending - The article notes that concert ticket sales can generate significant additional spending, with a ratio of 1:4.8 for ticket price to overall spending in the area [8] - Malls are seeing a direct correlation between fan events and increased sales, particularly in the food and beverage sector, as evidenced by a two-digit growth in sales during specific events [11][19] Marketing Strategies - Malls are adopting low-barrier strategies for fan events to maximize attendance and engagement, often collaborating with local fan clubs and celebrity representatives to enhance promotional efforts [11][14] - The success of these events relies on understanding fan preferences and providing meaningful experiences, which can lead to increased brand loyalty and repeat visits [19][22] Challenges and Future Directions - Despite the initial success of fan-driven events, malls face the challenge of sustaining customer interest and converting temporary foot traffic into long-term patronage [17][19] - The article suggests that integrating celebrity activities with the mall's brand identity is crucial for creating lasting value and transforming the "star effect" into a sustainable business model [22]