来源：北京青年报 体验式消费成为当前消费市场重要趋势 年轻人缘何愿为"体验感"买单？ "咔嗒——"当密室大门落下锁扣的瞬间，23岁的互联网实习生小马暂时放下了工作上的焦虑；在三里屯 某品牌快闪店前，00后大学生小林举着刚领到的限定周边，和朋友笑着拍照打卡；周末的Livehouse(音 乐展演空间)里，25岁的职场人小周随着音乐挥舞荧光棒，笑声中满是畅快。这些场景背后，是同一股 消费浪潮——以"沉浸式、强参与、情感共鸣"为核心的体验式消费，正成为北京年轻人的生活标配。 现象 追访 体验式消费在情绪消费中占比较高 消费需求升级 情绪消费火了 对于22岁的大学生小李来说，"捕捉小确幸"是她消费的主要驱动力："上个月去国贸的动漫快闪店，抽 到了喜欢的角色限定徽章，那种开心能延续一整周；偶尔一个人去手作工坊做香薰蜡烛，安静专注的那 两个小时，是属于自己的放松时刻。"像小李这样的消费者不在少数。最近一段时间，情绪消费越来越 被大众所接受和认可，尤其是年轻消费者。 什么是情绪消费？简单地说，就是消费者为满足情感需求、获得心理慰藉而进行的消费行为。举例而 言，情绪消费即买一些看起来"无用"的东西，如背包上的毛绒挂件、"放轻松 ...

Core Insights - The performance market remains a strong economic engine for the entertainment industry, as evidenced by significant attendance and revenue growth during the recent National Day and Mid-Autumn Festival holiday [3][5][17] Group 1: Market Trends - The report from Tiger Whale Entertainment indicates a notable increase in performance activities in third-tier and below cities, with total performances up by 34.1% and total box office revenue rising by 86.6% year-on-year [3][12] - From October 1 to 6, the total number of domestic performance projects exceeded 3,100, with nearly 15,000 performances, reflecting a year-on-year increase of approximately 4.4% [3][12] - The attendance reached 1.94 million, marking a 39.5% increase compared to the previous year, highlighting the robust growth of the offline performance market [3][12] Group 2: Economic Impact - Events like the Taihu Bay Music Festival in Changzhou attracted nearly 140,000 attendees over four days, generating an estimated economic impact of around 4 billion yuan for the surrounding area [7][12] - The integration of performances with local tourism, dining, accommodation, and transportation has transformed ticket sales into a comprehensive cultural tourism economy [5][7] - The popularity of music festivals in smaller cities has led to increased travel interest, with flight searches for destinations like Luzhou and Hailar rising over 60% year-on-year [7][12] Group 3: Shifts in Performance Preferences - There is a growing trend of music festivals moving to smaller cities due to lower costs and increased support from local governments, which view these events as opportunities for cultural tourism promotion [12][14] - Smaller, niche performances such as stand-up comedy and theater are gaining traction among younger audiences, indicating a dual growth trajectory in the performance market [16][17] - Despite the overall growth, the number of music festivals has seen a decline compared to previous years, suggesting challenges within the industry [14][16] Group 4: Future Outlook - The cultural consumption landscape is evolving from a "ticket economy" to a "full-domain consumption engine," where performances contribute to broader economic indicators beyond just ticket sales [17] - The focus for cities will shift from attracting big-name artists to creating long-term cultural and economic benefits through local performances [17]

Core Insights - The report by Tiger Whale Entertainment highlights a significant shift in entertainment consumption patterns during the National Day holiday, with a notable increase in both offline and online activities [1][2]. Offline Entertainment Trends - There is a growing trend of offline performances becoming more localized and niche, with a 34.1% increase in total performances in third to fifth-tier cities [2]. - The total box office revenue for the first six days of the National Day holiday reached 1.539 billion yuan, with several films surpassing 100 million yuan in box office during the holiday [1]. - The average ticket price during this period was 36.8 yuan, down from 40.4 yuan the previous year, making it more accessible for audiences [1]. Online Entertainment Trends - Online viewing time on large screens increased by 23% year-on-year, with anime viewing time surging by 76%, indicating a shift towards immersive content consumption [2]. - The report notes that the rise of domestic animation is reshaping family entertainment dynamics, particularly among younger parents [2]. Audience Demographics - The 30-39 age group has become the primary demographic for "home entertainment," showing a 38.2% increase in viewing time compared to the previous week [3]. - In contrast, older adults exhibit a stronger inclination towards offline cultural consumption, reflecting differing leisure preferences across age groups [3]. Performance Highlights - The top five films during the holiday included "The Volunteer Army: Blood and Peace" with a box office of 385.17 million yuan, followed by "731" and "The Assassination of Novelists 2" [5]. - Major cities contributing to the box office included Shanghai, Beijing, and Shenzhen, with significant revenue figures reported [5].

Core Insights - The report indicates a significant shift in the entertainment consumption landscape during the National Day holiday, with offline performances becoming increasingly "localized" and "niche" [1] - There is a notable increase in the number of performances in lower-tier cities, with a total performance count growth of 34.1% [1] - Online viewing time has also surged, particularly for animation content, which saw a 76% increase [1] Offline Performance Trends - The total number of domestic performance projects exceeded 3,100, with nearly 15,000 performances, marking a year-on-year increase of approximately 4.4% [7] - The total audience reached 1.94 million, reflecting a year-on-year growth of 39.5% [7] - The fastest-growing categories in audience attendance were sports events, music festivals, and concerts, with year-on-year increases of 264%, 66.6%, and 39.7% respectively [7] Niche Performance Growth - The report highlights a growing preference among younger audiences for niche performances, with theater and stand-up comedy ticket sales increasing by 16.8% year-on-year, and Livehouse ticket sales rising by over 16% [7] - The report emphasizes the trend of performance activities significantly increasing in third-tier and below cities, with total box office revenue rising by 86.6% year-on-year [7] Key Cities for Offline Performances - The top five cities with the highest offline performance popularity include Beijing, Shanghai, Changzhou, Chongqing, and others [3] - The fastest-growing cities for offline performances in lower-tier markets include Baoji, Daoshan, and Rizhao [5]

Core Insights - The article emphasizes the importance of "night economy" as a reflection of modern consumer demands for emotional value and spiritual needs, particularly in Shandong Province and Qingdao [1][10] - Qingdao's night economy is positioned as a key driver for building an international consumption center, with a focus on cultural depth and diverse experiences [1][18] Group 1: Night Economy Development - The "night economy" in Qingdao is being actively promoted through initiatives like the "Shandong Consumption Boost Year," aiming to enhance consumer engagement and economic growth [1][10] - The vibrant atmosphere of Zhongshan Road serves as a central hub for night activities, attracting both locals and tourists with its unique cultural offerings and culinary delights [1][2] Group 2: Target Demographics and Experiences - The Taixingli area has transformed into a trendy "tipsy street," catering to younger consumers seeking relaxation and social experiences through craft beer and coffee [2][3] - Events like the "Decompression Old Goods Market" attract creative vendors and young crowds, highlighting the demand for stress relief and community engagement [3] Group 3: Immersive Experiences and Attractions - The night experiences in Qingdao have evolved into immersive and scene-based activities, with attractions like the "Night Tour of Fushan Bay" offering luxurious yacht experiences [4][9] - The integration of high-end commercial spaces, such as Hisense Plaza, enhances the night economy by providing a platform for art exhibitions and upscale dining [7][8] Group 4: Cultural Integration and Community Engagement - Cultural events, such as the "Light Up Qingdao" series, enhance the night economy by creating unique public cultural memories and boosting local pride [13][14] - The "Ghost Market" initiative in Taixingli combines local culture with modern trends, appealing to younger generations and fostering a vibrant night scene [17] Group 5: Economic Impact - Nighttime consumption now accounts for over 65% of total sales in key commercial areas of Shinan District, establishing it as a significant economic driver [10] - The diverse offerings in the night economy cater to various consumer segments, reflecting a shift towards more refined and specialized nighttime activities [10][18]