Cheng Mengling 2021-05-06 18:44:04
DoNews news on May 6 (Cheng Mengling) On May 6, Damai released the “2021 May 1st Performance Observation”, which summarized the performance market during the May 1st holiday. The report shows that there are more than 3800 offline professional performances during the five-day holiday, and the supply of various performances has steadily increased. Among them, Livehouse, talk shows, and music festivals performed well at the box office. Compared with the same period in 2019, the increase was more than 250%.
On the whole, live performances recovered strongly during the May 1st long holiday. Various performances such as music, theater, and quyuan miscellaneous talks were abundant, box office growth was obvious, and the consumption power of head items was strong; cultural belt travel has gradually become a trend. Regional consumption preferences are gradually broken; the market consumption structure tends to be younger, and the consumption power of post-00s has increased significantly, becoming the potential army of May 1 offline performance consumption.
Music festivals, Livehouse, talk show box office doubled
During the May 1st holiday this year, music festivals are still the user’s preference. Over 40% of users choose music festivals as their first choice for vacation and leisure, and 60% of music festival users choose to watch performances across cities. According to data from Barley, there were 56 music festivals nationwide during the five-day holiday, an increase of 37% over the same period in 2019. Box office and attendance at the show increased by 252% and 173% respectively year-on-year.
According to data from Damai, during May 1st this year, Strawberry Music Festival, Midou Music Festival, Guochao Music Festival, M_DSK Music Festival and other music festivals began to sing in various places. The lineup includes Pu Shu, Cui Jian, Xin Pants, Pain Yang, and Wang Jia. Er, Zhou Bichang and other musicians. From an industry perspective, this year’s music festival mainly presents the following characteristics: First, the “cultural belt travel” has grown significantly. Many music festivals have landed in tourist cities, which not only realizes “cultural travel”, but also helps emerging music brands sink. For example, Changzhou Taihu Bay Music Festival, Changzhou Xinlong Forest Music Festival, Nanjing Midou Music Festival, etc.; secondly, the number of vertical category music festivals has increased, providing users with different music preferences with sub-category music performance options. Such as Guochao Music Festival, M_DSK Music Festival, Yolo Music Festival and so on.
When performances in large venues were not fully recovered, the development of Livehouse pressed the acceleration button, and the box office and attendance increased significantly. According to data from Barley, during the May Day holiday, Livehouse’s box office and attendance increased by 448% and 326% respectively year-on-year. Many singers such as Jiang Yunsheng, ONER, Yan Ren, etc. have a hard time getting a ticket for their Livehouse performances.
It is worth mentioning that the head project has led to the recovery of the concert market. Barley data shows that during the May Day holiday, the box office of concerts increased by 44% compared with the same period in 2019. Among them, the confidant “Mountain and River Order” theme concert and the R1SE farewell limited concert four concerts with more than 10,000 people attracted tens of thousands of fans to watch the performance.
Born confidant “Shanhe Ling” theme concert is produced by Youku, Xiami Film and Television Music, and hosted by Damai. It is the first largest offline OST concert in China since the epidemic. According to data from Damai, a total of 600,000 people participated in the concert to grab tickets, and they were sold out in 14 seconds. The cumulative number of online views of the two performances was nearly 40 million, and the cumulative number of likes exceeded 100 million.
In terms of theater performances, with the explosion of talk show variety shows such as “Tucao Conference” and “Talk Show Conference”, talk show performances have also ushered in an explosive growth. Barley data shows that during the May Day period, the box office of talk show performances increased by 312% year-on-year, and the number of attendees increased by 665% year-on-year.
Female consumption in live performances accounts for 70%, and the post-00s become the consumption potential army for performances
In the “her economy” era, women’s consumption power for live performances is clearly ahead. During the May 1st holiday this year, female consumption in offline performances has steadily increased to 69% compared to 2019. In terms of categories, musicals are the most popular among female users, who account for 86% of their consumption. Travel exhibition has become a new trend of female consumption, and the proportion of consumption has increased by 21% year-on-year. In the category of concerts, 90% of the female users of “Shanhe Ling” theme concerts were born as confidants. In addition, dramas and talk shows are the best choices for couples on dating, and couples purchase tickets for 59% and 53% respectively; children’s dramas are the first choices for family performances, accounting for 42%.
As the post-00s gradually reach the age of 21, their spending power has also been further improved, becoming the potential army of live performance consumption. Barley data shows that during the May Day holiday this year, the contribution of post-00 performance consumption increased from 6% in 2019 to 18%. In terms of categories, they like to watch music performances such as Livehouse, concerts, and music festivals. Among them, the box office contribution after Livehouse00 has increased by 7 times compared with the same period in 2019.
From the perspective of consumption power, during the May Day holiday this year, the consumption power of live performances in second-tier cities performed well. Suzhou relied on its birth confidant “Mountain River Order” theme concert, and its consumption power surpassed Beijing, Guangzhou, Chongqing and other first-tier cities to rank second, and Hainan Wanning Riyuewan M_DSK Music Festival also made the county-level city Wanning rank among the top in the country ten.
With the recovery of live performances, the market has also put forward higher requirements for on-site service and performance experience. Many performances have launched a paperless + real-name system for non-contact and peace of mind performances. According to data from Barley, during the May Day holiday, the live service brand Taomailang under Ali Entertainment served more than 70 performances at the same time, with more than 1 million performances, including Beijing Strawberry Music Festival, Shanghai Guochao Music Carnival, R1SE farewell Limited concerts and more than 10,000 people live.