"Insight report on Live Entertainment consumption in China": the post-1995 generation became an upstart in consumption

Live entertainment consumption is becoming an important part of Chinese spiritual and cultural consumption.

on the 26th, the Barley Network of Alibaba Group, together with China performance Industry Association and China Business data Center (CBNData), jointly released the "Insight report on Live Entertainment consumption in China". Based on the relevant data of Barley big data and China performance Industry Association from 2012 to 2017, the most detailed and authoritative industry inventory of live entertainment in China in the past six years was shared with the whole industry. There is no doubt that on-the-spot entertainment consumption is becoming an important part of Chinese spiritual and cultural consumption.

< strong > fans of post-90s generation trench real money to cheer for Aidou's strength < / strong >

China Live Entertainment consumption Insight report (2012-2017) (hereinafter referred to as "the report") shows that, on the whole, so far, female consumers of live entertainment in China account for 57%, 14 percentage points higher than men, especially in theatre, dance and other categories of literary and artistic performances, female consumers show obvious preference. However, men make an outstanding contribution to the box office in sports events, accounting for about 70%, and their preference for Quyuan miscellaneous arena is also higher than that of women.

in terms of age, the post-90s generation contributed the most to the box office among the live entertainment consumers in 2017, reaching 58%, especially the post-1995 generation accounted for 20.6%, which means that at least two out of 10 people were born in 1995-while in 2012, post-1995 consumers just surpassed the post-70s generation with 2.1% of the total.

the post-80s generation ranked second in contribution, accounting for 34.13%. In 2012, its contribution rate was far ahead of more than 54%, and then the contribution proportion decreased greatly year by year. The proportion of people born in the 1970s has declined slightly in recent years, currently only 5.66%. Compared with other forms of entertainment, the ticket price of live entertainment performance is relatively high, and the price has been stable at about 1200 yuan in the past five years, but true love fans say they have no pressure on it and are willing to "go to the scene and be loved."

< strong > "Cross-city performance" is heating up in second-tier developed cities, and "platter entertainment" has been abandoned by young people < / strong >

"I spent half a year's savings to see you across the sea." Li Zongsheng's song can be said to express the "belief in chasing stars" of many true love fans. The reporter learned from the "report" that watching performances across cities has become a fashion, and the region is no longer a key factor preventing fans from going to the scene to cheer for the stars. From 2012 to 2017, the box office contribution of users to cross-city performances has increased from 19% to 32% in a row, with concerts and sports events accounting for 43% and 28% of the box office performance.

it is worth noting that Shanghai won the "cross-city performance champion" in 2016-- not only successfully attracted the largest number of fans to come to Shanghai to watch the show, that is, the largest gathering place for "fans". And Shanghai local fans have also become the most popular urban people who like to go out of the city to watch performances, that is, the largest outflow of "fans".

from the dimension of fan proportion of cross-city cinema, the demand for live entertainment in Suzhou, Ningbo and Foshan, three second-tier developed cities, is also very enthusiastic due to the radiation of first-tier cities. Cross-city fans account for more than 60% in these cities, exploding high box office potential; Hangzhou, Nanjing, Guangzhou, Shenzhen, Chengdu and Shanghai are not far behind, ranging from 37% to 18%. Beijing is also among the top 10 in the country.

fans interviewed generally said that when conditions permit, they are very willing to follow their favorite stars to tour around the country, because whether it is a concert or a football game, the atmosphere of tens of thousands of people partying together cannot be fully felt across the screen.

at the same time, the report shows that the popularity of platter concerts, which were more popular in the early years, has declined significantly in recent years, and there is hardly much consumer market except commercial customized performances. Young fans show a high degree of loyalty to their idols, and they are more willing to spend their energy and financial resources on Aidou without reservation.

< strong > South Jinhua VS north Zhangjiakou VS southwest Chengdu, music "dark horse" city performance eye-catching < / strong >

"report" predicts box office data based on the authority of China performance Industry Association. In 2017, the national consumption of cultural and performing arts will reach about 11.9 billion yuan. As the main position of domestic live entertainment, Beishangguang has always been firmly in the top three in various rankings, but second-and third-tier cities are showing an unstoppable upward trend, with concerts, music festivals, dramas and so on constantly infiltrating. Some music "dark horse cities" are erupting in a blowout.

take the concert as an example. Among the cities with the fastest box office growth at the 2017 Barley platform concert, the top three cities were all from Zhejiang Province, namely Jinhua City, Ningbo City and Shaoxing City. Jinhua firmly ranked as the champion with a growth rate of 1109%, and strong box office IP such as Zhang Xueyou, Tan Wing Lin and Liu Ruoying all landed and sang locally.

in terms of music festivals, this trend is even more prominent, and it is customary to move from first-tier cities to second-and third-tier cities. The reporter learned from the "report" that the number of cities hosting music festivals nationwide increased from 13 to 25 between 2012 and 2016, nearly doubling. At the same time, the concentration of consumption in provinces also decreased. The overall contribution of the top three provinces at the box office dropped from 80.8% to 10.4%. Many provinces came from behind, and the box office contribution of the national music festival showed a more balanced development trend.

Zhangjiakou City is the biggest beneficiary of the relocation of the Beijing Music Festival. The box office of the local music festival grew the fastest in 2017 compared with the same period last year, with an increase of nearly 300 times, ranking first in the "National Music Festival box office growth TOP10". In addition, Shanghai still tops the TOP10 list of the cities with the largest number of music festivals in 2017, while Chengdu and Chongqing rank second and third, which can be called the "new forces of music" in the southwest.

< strong > Concert

< strong > Theatre strong IP occupies half of the concert market < / strong >

, although more and more new singers have started singing in recent years. However, the star artist who holds concerts every year is the evergreen tree in the music world. According to the report, Cai Qin, Lisa Ono and Fei Yuqing are among the top five in the list of box office contributions over the years, while the other two groups of singers are May Day and Phoenix Legend.

at the same time, Eason Chan, Jacky Cheung, Jay Chou and Zhang Huimei have held more than 100 singing concerts in the past six years, which can be called a "model worker". Eason Chan even topped the list of "model workers" with 137 performances.

data also show that after years of market accumulation, some excellent drama performing groups have formed IP brand influence. "Happy Mahua, Meng Jinghui, Lai Shengchuan" and other box office have accounted for half of the drama market, and become synonymous with box office appeal in the hearts of many audiences.

in recent years, the market has set off a trend of IP stage adaptation of popular novels, film and TV dramas, and games, among which "Tomb robbing Notes" series, "three-body" stage plays, "worry-relieving grocery store" plays, and "Qiao Tiger" series are the most representative. These "fan dramas" have a large audience of original works and have their own "eye-catching" physique. Once they are on the stage, they often show good results at the box office. It is expected that this kind of adaptation around strong IP will continue in the future, and the trend of IP stage will continue.

Edit: mary