In the past Mid Autumn Festival National Day holiday, the consumption scene of culture, entertainment and sports was particularly rich: from the full concert, to the National Day stage with many good films; From small theatres where you can play, watch, eat and drink, to large live show performances; From the barbecue camping in the suburbs, to the feeling of sports and leisure riding; From mass fitness to small crowd ice hockey and fencing; From online payment to play games, to learn calligraphy, law, painting, and piano... The consumption field of culture, entertainment, and sports is increasingly broad, and the consumption formats are constantly emerging, bringing new opportunities and injecting new momentum into the industrial development.
Enrich the supply of performances and consume with fire
From September 21 to 24, Jay Chou's Taiyuan concert was held in Shanxi Sports Center. For a while, Taiyuan went on a "hot search". "Shanxi Culture and Tourism Top Score" and "Taiyuan is too careful this time" are the "wandering" comments given by netizens and fans who went to Shanxi in this concert.
"In addition to watching the concert this time, I also want to take this opportunity to see Shanxi, to taste Shanxi's sliced noodles, Fenjiu, and aged vinegar, and to see what Dong Yuhui thinks of the loess land that has condensed five thousand years of Chinese civilization." Ms. Wang, a Nanjing citizen, had already planned this trip plan.
With this wave of "concert fever", Shanxi also ushered in a wave of "cultural tourism fever". During the concert, a total of 35 scenic spots in 6 cities of Shanxi Province will offer special discount tickets. Tourists who buy tickets for Jay Chou's concert in Taiyuan Station can enjoy the discount simply by showing their tickets or ticket stubs. Jinci Temple Museum, Tianlong Mountain Grottoes Museum, Twin Towers Museum... Fans have clocked in each famous scenic spot and scenic spot to visit the land of Sanjin and see the beauty of millennium splendor.
"Not only is the concert atmosphere strong, but what I didn't expect is that Shanxi is so beautiful and so 'treasure'!" On September 23, Wang Lianghui, a fan from Yunnan, was clocking in the Bell Tower Street with a friend. "We plan to go to Pingyao Ancient City and Yungang Grottoes after the concert to have an in-depth experience of Shanxi culture!"
In fact, in addition to star concerts, Shanxi Grand Theater has been performing all kinds of performances for many years, and the recently opened performance season for the 10th anniversary celebration is even more exciting. The ballet Swan Lake, jointly performed by the Ballet and Symphony Orchestra of St. Petersburg Malinsky Theater, and the dance poem drama Only Green 25 classic plays, including the classic dance drama of Shanghai Song and Dance Ensemble "The Never Gone Wave", the drama of Shaanxi People's Art Theater "The Leading Role", the famous classic drama "White Deer Plain", were staged brilliantly. At the same time, there were performances of the essence of Shanxi's rare operas, many of which were even hard to get a ticket.
In addition to meeting the needs of citizens for art appreciation, the rich forms of performance activities also further stimulate the consumption potential. According to the statistics of Didi Travel Platform, on September 21, the traffic volume of Taiyuan increased by 78% over the same period last year, and the travel demand of leisure and entertainment places, airports, railway stations and other places increased by more than 120% over the same period last year. Hotels around Shanxi Sports Center were fully occupied.
Pay attention to performance experience, and constantly innovate cultural and entertainment consumption scenes
"At this time, you will travel to Pingyao City a hundred years ago, and change from an audience to Zhang Dongjia, the blacksmith's Wang Laosan, Mrs. Zhao of the Silk Shop, and all the villagers who saw off the escorts..." In the Shawa Theater near the ancient city of Pingyao in Shanxi Province, the large-scale situational experience drama "See Pingyao Again" has been performed for ten years, attracting more than 5 million tourists. The audience is immersed in different performance scenes, both audience and experienced. "The experience of watching a play is really wonderful. I am both an audience and an actor." Mr. Zhang, a tourist from Jiangsu Province, said that the performance has a strong sense of interaction.
A play not only tells the stories of Shanxi merchants, but also provides tourists with diversified cultural and tourism experiences, and also cultivates new growth points of Pingyao ancient city tourism market. "This year, there were 40 performances during the Mid Autumn Festival National Day holiday, with more than 40000 audiences and an income of more than 8.3 million yuan." Kong Lingjuan, marketing manager of Pingyao Impression Cultural Tourism Development Co., Ltd., said that the IP effect of "See Pingyao Again" continued to expand, which has become an important driving force for tourists to stay, stay and promote the development of the ancient city's night economy, boosting the upgrading of the local cultural and tourism industry.
In recent years, the development of immersive performance has accelerated. A high-quality immersive cultural tourism live show can become a popular IP of the scenic spot, extending more value. When exciting stories are staged in the theater, the live show brings tourists a real immersive experience. "Like a Dream in Jinyang", "Back to the Prime Minister's Mansion", "On the Taihang Mountain" and so on are very popular, which not only highlights the strong consumption momentum of the performing arts economy, but also outlines more possibilities for cultural and tourism integration.
In the streets and alleys of the city, some small multiplex theaters also attract the attention of the audience. "It's a pleasure to have a snack, drink a cup of tea, listen to authentic crosstalk, and laugh heartlessly for two hours. Zhang Zhiqiang, who lives in Qiaodong Street, often brings his family to listen to crosstalk. He said, "It's beautiful to take a walk with his family after dinner and listen to some crosstalk.".
Sports consumption, diversified demands open up space for rapid growth
In recent years, more people go out by bike. Bicycle was once one of our most important means of transportation. Now, under the catalysis of fitness, leisure, social and other needs, cycling is returning to people's lives again, becoming an increasingly popular way of sports and leisure.
To Li Zhilai, a post-70s "riding friend", cycling is a good way to exercise. "Cycling is a whole body exercise, which can exercise heart and lung functions and improve physical functions." Li Zhi said that he has high requirements for bicycles because of fitness considerations. "My requirements for buying a car are good climbing performance, light frame and strong hardness. Although it is a little expensive, it is more comfortable to ride."
Camping in nature is also a leisure way for urban people to escape from the hustle and bustle of the city in the bright sun. On October 14, the reporter saw in Taiyuan Botanical Garden that people in groups set up tents, camped out for picnics, watched flowers, played with water and listened to the wind, integrated with nature, and shared good times with their families and friends.
In view of young people's keen camping experience, many campsites have launched camping+flower watching, camping+script killing, camping+live music, camping+cooking tea in the fire, etc. In some professional campsites in Taiyuan Jiancaoping District and Jinyuan District, while providing catering services such as tent rental and barbecue, many also provide camping atmosphere services such as outdoor film screening, bonfire lighting, and singer singing.
The epidemic makes people pay more attention to health and sports. More and more people go outdoors and into the gym; More and more parents choose extracurricular sports for their children. Diversified sports demand has added vitality to boost sports consumption. The current sports consumption is not only manifested in the purchase of sports goods itself, but also derives many new sports services, such as the collective activities of fan groups keen on teams, the formation of related consumption for the cultural products of favorite athletes, etc. The form and content of sports consumption tend to be diverse.
With the arrival of the digital era, not only the content and meaning of sports consumption itself is constantly enriched, but also the characteristics of cross integration of sports industry and other industries are increasingly obvious. For example, sports and large-scale cultural and entertainment integrated content are combined to form multiple content and multiple scenes such as sports tourism, sports entertainment, sports training, and sports and its derivatives are increasingly rich. With the continuous improvement of the sports industry chain, there will be more and more consumption in sports events, fitness and leisure, sporting goods and other subdivisions.
