What "password" is hidden behind the hot summer cultural consumption trend, full of vitality and good drama on stage?
This summer, not only is the weather hot, but the consumption in our related fields is also very hot. Starting from today, Focus Interview will launch a series of programs called "Hot Economy in Summer", focusing on the popularity of summer consumption. This summer, you and your friends may have encountered a situation where concert tickets sold out as soon as they started selling, the cinema was packed with spectators, and tourists who went out were fond of checking in on various cultural attractions. Both large and small theaters had a series of exciting performances, which were equally popular. So, what new changes in consumption have occurred in this cultural tropical zone this summer?
How hot is it this summer? Snatching tickets and grabbing hot phones is the most influential way to speak up. Not long ago, at the moment of ticket issuance for a certain band's Bird's Nest concert, nearly 300000 tickets were sold out in six sessions. Fans who didn't grab tickets exclaimed, "The Bird's Nest with 100000 people can't accommodate me!" The concert heat was "raging," and fans were "hard to get a ticket." This is not an exception, especially during this summer.
On the evening of August 6th, a concert called "Don't Hurry Up" began in Quzhou, Zhejiang. The sports hall, which can accommodate more than 26000 spectators, was fully booked. Come and watch the concert, the local service is also very considerate! Worried about inconvenient transportation? Special line to arrange! Are you starving after watching the concert? A food festival is coming at the entrance of the venue! Flying to Quzhou, don't want to finish watching and leave immediately? The "careful machine" on the ticket also clearly arranges your itinerary
What is the role of concerts in driving consumption? A set of data tells you: Taking Quzhou as an example, in the first half of this year, a singer's concert had 56000 attendees, of which 85% came from other places. After two consecutive days of performances, the tourism revenue of Quzhou city reached 124 million yuan, driving various types of consumption to 690 million yuan. As of August this year, Quzhou has launched three concerts and one concert, and the audience for these concerts has become an important consumer group in the city.
Zhi Le, Deputy Director of the Sports Bureau of Quzhou City, Zhejiang Province: As a third and fourth tier city, how can Quzhou make consumption and the city more popular? We have created a major concert event and provided the highest quality service, allowing fans and friends to feel that the service is good. As soon as we saw another concert in Quzhou, it was great last time we went there. Let's go in groups again this time. In this way, we truly turn the economic flow of concerts into retention.
Through cultural attraction, other services are improved and followed up, and the consumer market is no longer just about competing separately, but rather considering the next big game for the entire city. Following this approach, the consumer markets in many cities have been greatly activated this summer.
In July of this year, China's largest outdoor music festival, the Zhangbei Music Festival, resumed singing. The music festival, which used to only have one weekend, has been extended to one month this year. Hundreds of thousands of fans come to listen to the music, which is a big market, and grassland cultural consumption is coming to ride one after another. Camping services, horseback riding, archery, barbecue, and visiting museums offer a wide range of activities. After participating in the music festival, people enjoy themselves on the grassland and forget to leave.
This summer, while concerts, plays, and other cultural performances are booming, there are also a series of good movies. As of August 22, the box office of the summer season has exceeded 19 billion yuan, breaking the record for the highest box office in Chinese film history.
The animated movie "Chang'an 30000 Miles" is undoubtedly one of the hottest movies. Using catchy Tang poetry as a carrier, this narrative showcases the joys and sorrows of Tang poets throughout their lives, suitable for all ages and refreshing. As of August 22nd, the box office of the movie has exceeded 1.7 billion.
The popularity of movies has also activated the unique "Tang poetry gene" of the Chinese people. Traveling along with Tang poetry is also a unique elegance. On a certain travel platform, the pre order volume of high-speed rail tickets to Li Bai's hometown of Mianyang, Sichuan increased by 102% year-on-year; The pre order volume of train tickets to Shangqiu, Henan, where the poet Gao Shi once studied, increased by 155% year-on-year; In the Baidi City Scenic Area of Fengjie, Chongqing, the number of visitors received in July increased by 50.52% year-on-year. What "password" is hidden behind the scorching heat?
Song Yangyang, Vice Dean of the Institute of Creative Industry Technology at Renmin University of China: The integration of culture and tourism in China's traditional logic of the past, with tourism setting up platforms and cultural singing. But in recent years, a new logic has emerged with cultural attraction and tourism singing, bringing a new image to a city, attracting traffic or planting grass.
This summer, if watching history on the big screen is not satisfying, then come to the "Only Henan" Drama Fantasy City, pass through this whole sorghum field, and enter the world of drama inside the yellow earth and high walls. Here, feel the famine of 1942 and cherish every grain; Here, returning to campus, looking back at one's youth, full of memories. There are 56 small squares and 21 plays in the theater. If you want to watch more, you really need to do a good strategy.
Mu Shunxing is a local, and he was attracted to the theater on his first visit. So I applied for a New Year's card, not only to watch dramas by myself, but also to often recommend plays to tourists. "The Heavenly Emperor Driving Six" is a drama he often recommends. There is no stage or seat in the theater, and the audience stands in a realistic archaeological scene.
The dialogue that travels through time and space, the profound historical space, takes the audience into ancient dreams. Integrating history into the performance, allowing the audience to immerse themselves in real scenes, breaking through the traditional mode of performance in the past. The innovative and thoughtful planning not only made this performance a success, but also drove a series of traditional cultural consumption related to it.
Liu Kaipeng, a staff member of Jianye Culture and Tourism: The proportion of tourists from outside the province this summer has exceeded 60%, and we have also deeply explored local culture and intangible cultural heritage. Tourists can experience the memory beauty of intangible cultural heritage by rubbing a wooden New Year painting and making a fan by hand. At the same time, a variety of Henan specialty snacks, Luoyang's truly unique water dishes, and other delicacies allow tourists to immerse themselves in the influence of Henan culture in all aspects besides drama.
Taking local traditional culture as the soul and immersive experience as the highlight, creating new cultural consumption scenes has become a magic weapon for many places to expand cultural consumption. For some consumers, to deeply experience culture, they not only need to see it with their eyes, but also have to try it out with their hands.
At a ceramic workshop in Jingdezhen, the teacher is earnestly explaining the production techniques. However, it seems easy to do but difficult to do, and when the big rooster reaches his own hands, it becomes a "four different". The child is still amazing, the small tea bowl is well crafted.
Zhou Xiaolei is from Wuhan, Hubei. This summer, she specially brought her child to Jingdezhen to stay for a week, hoping to let them understand and experience the intangible cultural heritage of ceramic making.
Zhou Xiaolei: The whole process is quite complete, and we can't experience it in other places. We just want to experience it a few more times and let her create a satisfactory product on her own.
Here, not only can you have a simple experience, but there are also courses at different levels, and many people who love ceramic culture have specially signed up for classes. Having learned how to make, one can also turn their own works into commodities. In the local Taoxichuan Market, many vendors study here and stay to make and sell their own pottery. Not only can they earn back their tuition fees, but they can also experience the fun of being a small business owner. As long as we use our brains and combine traditional culture with learning, experience, market, and commodities, consumption will be revitalized with new vitality.
According to a large tourism platform, since July 2023, the search popularity related to "research and learning" on the platform has increased by 203% month on month. Among them, immersive and in-depth historical and cultural experiences have become the most popular keywords.
To be both hot and calm, what else should we pay attention to? Summer is about to pass, how can it continue to be "hot"?
Song Yangyang, Vice Dean of the Institute of Creative Industry Technology at Renmin University of China: In the past two years, especially this year, cultural consumption has been in an explosive state, and in terms of proportion and growth rate, it has even exceeded the traditional concept of essential needs and is becoming a part of essential needs. The demand for spiritual sustenance and emotional connections is growing stronger, and the spontaneous love for excellent traditional Chinese culture is also growing stronger. The characteristics of consumption are also changing, with immersive and progressive performances, where "I" becomes a part of creation, guided by culture and highly immersed in diverse and complex scenes. Consumers have the highest level of acceptance.
The hot consumption trend of cultural tropics is driven by the increasing demand for spiritual life among the public. In the first half of this year, cultural enterprises in China achieved a year-on-year increase of 7.3% in operating revenue. Among them, cultural, entertainment, and leisure services achieved a revenue of 74.8 billion yuan, an increase of 76.2%, especially the most popular experience projects that require on-site visits. To make good use of the business card of "culture", it is necessary to constantly innovate, so that people can resonate in the integration and interaction of tradition and modernity, and only then can cultural fever continue to heat up, iterate and upgrade.
