Concert special price covered tickets are quite affordable to the audience, no longer selling "pillar tickets" under the guise. Concert | Area | Special price
Recently, the organizers of Jay Chou's 2023 Carnival World Tour Hohhot Station announced that in order to meet the needs of fans and allow more fans to experience the joyful atmosphere of the "Jay Chou Carnival Concert" Hohhot Station on site, special discounts will be given to seats with poor visibility due to the obstruction of the sound control panel. The organizer stated in the announcement that the seats in this area are covered to varying degrees, making it impossible to fully see the entire stage. A large screen is set up behind the sound control console for the convenience of the audience to watch. Special priced tickets are non refundable and non exchangeable upon purchase.
Previously, this newspaper reported on the chaos that harmed consumer rights in the performance market, from scalper tickets to "pillar tickets" and "wall root tickets", under the title of "Why Are There Endless Vulnerabilities in the Performance Market?". Nowadays, in response to the practice of the organizers of Jay Chou's concert separately indicating blocked tickets, industry insiders in an interview with Beijing Youth Daily believe that although ticket sales are commercial activities, regardless of the situation, performers and organizers should still treat consumers sincerely, continuously optimize the sales regulations of blocked tickets, and improve the viewing experience of consumers, rather than simply making "quick money" by dividing them into different levels.
"Special price blocked tickets" sold out after invoicing
According to the organizers of Jay Chou's concert, the "special price covered tickets" set up this time are divided into three levels: 600 yuan, 500 yuan, and 300 yuan. In the same performance, the seat price charts of Maoyan Ticketing and Damai.com Ticketing are different: due to the special price blocking tickets set up on Maoyan Ticketing, the blocked special price ticket area is marked, mainly covering areas 217 and 117; The 117 area in DamaiNet is a gray non ticketable area, while the 217 area is a ticketable area with a ticket price of 500 yuan, which is the lowest price range for performances. The corresponding ticket price for the 217 district in the Maoyan ticketing is 300 yuan, while the part closer to the stage in the 117 district is priced at 600 yuan, and the part closer to the 217 district is priced at 500 yuan.
It is understood that after Jay Chou's concert tickets were issued, relatively cheaper covered tickets were also quite popular and quickly sold out.
"Blocking ticket" does not indicate that it was roast
Not long ago, the China Consumers Association criticized by name the problem of seats in areas with obstructed views, such as "pillar tickets" and "wall root tickets", in online shopping performance ticketing. For example, at Zhang Xinzhe's concert in Shanghai on June 3rd, the audience spent 980 yuan to purchase seats and could only see the sound system and his legs throughout the entire concert; Fans of Liang Jingru's Shanghai concert spent thousands of yuan to purchase tickets, only to find that their view of the performance was completely blocked by the large pillars in the venue upon arrival. Even the audience who purchased the highest priced tickets were located next to the band's equipment, but they could only hear the singer singing throughout the entire performance without seeing any stage. At most, they could only see the singer's back, and the viewing experience was extremely poor.
Moreover, most concert online ticket buyers rely on blind selection of seats, and whether or not they will buy tickets with blocked seats depends entirely on consumer luck. In response to this, Xiaofei, the marketing director of a music company that has planned many large-scale performances, believed in an interview with the Beijing Youth Daily that regulatory authorities should accelerate the formulation of systems and norms, vigorously crack down on illegal ticketing channels, and provide protection for creators and consumers.
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Is it a business behavior or a marketing strategy?
Previously, the fundamental reason for consumer dissatisfaction after purchasing blocked tickets was the opacity of ticket purchases, and the lack of protection of the right to know about concert seats. From this perspective, selling blocked tickets has its rationality. The blocked tickets for Jay Chou's Carnival concert in Hohhot were sold out as soon as they were put on sale. Most consumers believed that "as long as they could get tickets to enter the concert, it would be better than no tickets" and "supporting clear pricing".
At the same time, some consumers have expressed doubts and dissatisfaction with the organizers dividing the blocked tickets into three different price ranges of 600 yuan, 500 yuan, and 300 yuan, believing that there is no need to further price range the blocked tickets.
Regarding this, veteran performer Meng Lun told the Beijing Youth Daily reporter that offering special discounts on seats in areas with poor visibility is a commercial behavior in itself. Different pricing for different locations is also a characteristic of this industry. Whether it is worth emulating and promoting depends on consumer acceptance and experience. "First, we need to see the on-site effect and reputation."
According to the statistics of the China Performance Industry Association, in the first half of this year, there were 193300 commercial performances nationwide, a year-on-year increase of 400.86%; The box office revenue of the performance was 16.793 billion yuan, a year-on-year increase of 673.49%. Xiao Fei, the marketing director of a certain music company, believes that openly and transparently selling blocked tickets increases consumer enthusiasm and can win better word-of-mouth for artists. These details are related to the positive development of the performance market. "The Chinese market itself is extremely large. In order to ensure the sustainable development of the performance market, we welcome performers to continuously improve various details and enhance consumers' viewing experience, rather than just busy making quick money."
According to the Beijing Youth Daily reporter, currently there are no other concerts that implement this ticketing method except for the "Jay Chou Carnival Concert" Hohhot Station.