hangzhou concerts continue to sing, how to retain the "walking gdp"
2024-09-02
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dai kailin, trainee reporter at chao news client
this summer, what may be even hotter than the weather are the major music festivals and concerts.
at present, "rushing to a city for a performance" has become a hot cultural phenomenon. the "continuous singing" of performing arts activities has become the "highlight moment" of urban economic development.
according to statistics, from august 16 to november 9, hangzhou will welcome at least one concert every week. faced with the city's new traffic code, how can we turn "performance fans" who come from afar into "city fans"? how will the stall "business" develop under the concert economy? how can the future hangzhou cultural tourism "go to the next level"? the reporter went to the sports center and its surroundings to explore the current situation and future of the concert economy.
hangzhou concert list. map by trainee reporter dai kailin
travel with the concert
in august, hangzhou continued to "sing" enthusiastically. jacky cheung's 60+ concert tour lasted for 4 weekends, 3 shows per week, a total of 12 shows; andy lau sang in hangzhou for 6 consecutive days; zhou shen held a two-day concert, each of which attracted nearly 50,000 fans to the "big lotus", breaking the record of the total number of fans attending his personal concert; miriam yeung, a representative of "hong kong girls" who accompanied many people's youth, also sang enthusiastically at the huanglong stadium.
on the afternoon of august 23, andy lau's concert "today...is the day." opened at the hangzhou olympic sports center gymnasium.
"my daughter bought the ticket for me! this is my first time to this beautiful city of hangzhou." aunt yan smiled and pointed to her daughter beside her, saying that this was also her 52nd birthday gift from her daughter. she was looking forward to the trip to hangzhou and had already made a plan for what to eat and what to do. "i also want to leave a special memory of hangzhou."
watching a concert and checking in at the same time is killing two birds with one stone. there are many people who think this way. on august 24, zhou shen performed enthusiastically at the "big lotus" in hangzhou. the reporter met students who took the high-speed rail to hangzhou to watch the concert. young people said frankly that they started a "special forces-style travel" in hangzhou. in their travel guides, they prefer to explore the flavor of the market and find the flavor of "old hangzhou".
the reporter learned that from the moment the concert audience enters hangzhou, they can enjoy one-stop distribution of cultural and tourism consumption rights such as subway and bus, scenic spot tickets, hotel accommodation, and dining discounts. tourists can choose to receive a multi-day trial version of the park annual card on the citizen code (tourist version) platform, draw a multi-day subway pass or discount coupons, and get exclusive dining discount packages.
"we were very lucky to win a multi-day subway pass on the hangzhou metro app!" fan xiao li told reporters that she won a three-day subway pass worth 40 yuan, and also bought the hangzhou metropolitan circle cultural tourism card with her friends. the 99 yuan pass allows visitors to visit 16 attractions including lingyin feilai peak, yuewang temple, hangzhou zoo botanical garden, etc.
it is understood that from august 16 to november 6, hangzhou olympic sports center will hold concerts every week, and fans have called it a "wonderful win"! not only ticket revenue, but concerts can also attract many fans to watch performances across the city, thereby driving consumption in tourism, transportation, accommodation and other fields, and truly promoting "city fever".
the entrance to andy lau's concert in hangzhou. photo by trainee reporter dai kailin
in the first half of the year, hangzhou held 18 large-scale concerts by 10 artists including jay chou, jj lin, and joker xue, attracting 490,000 spectators inside and outside the venues and 600,000 spectators outside the venues. in particular, jay chou's concert attracted more than 500,000 spectators inside and outside the venues, breaking the record of the total number of spectators in hangzhou. during the concert, the city received 4.722 million out-of-town tourists, an average of 1.1805 million per day, of which 67.7% were out-of-province tourists. the city's accommodation facilities received 1.068 million overnight tourists.
the concert's "atmosphere economy" is at its peak
whenever there is a concert, not only the audience but also many stall owners would wait early at the entrance of the olympic sports center.
each stall is filled with a wide variety of merchandise, creating a lively atmosphere: from celebrity merchandise and accessories to snacks, drinks, power banks, and even makeup, photography and other services, it has everything and is extremely lively.
when talking about the reasons for setting up a stall outside the concert and the selection of products, stall owner xu xiaomo talked endlessly about her own experience. "i usually like to chase stars and make some handmade items. i couldn't find a suitable job, so i decided to try it. i didn't expect that i would become more experienced and interested the more i did." she pointed to the price list on the stall and introduced to the reporter, "cheering bracelets are about 10 yuan, mobile phone chains and bracelets designed by myself are generally 15-20 yuan, tattoo stickers are about 3 yuan, and glitter stickers are 10 yuan." these are all diy processed by herself, and the raw materials are also quite exquisite, all carefully selected by her.
xu xiaomo said that in order to "occupy" a good stall, he would set up the stall at noon. generally, fans would start to "go out" around 4 pm. if he wanted to have good sales, he had to seize the two hours from dusk to before the concert.
"this is andy lau's support color, it matches my clothes! let's buy one each." in front of the booth, two fans who were traveling together took a fancy to the handmade mobile phone chains made by xu xiaomo and couldn't wait to buy the products and hang them on their phones. xu xiaomo said with emotion: "every fan who came to the concert had a smile on their face. as a fan, i can understand this happiness. seeing their smiles, i don't feel tired anymore."
on the day of zhou shen's concert, stall owner vivi (pseudonym), who had just finished weaving a headband for a fan, chatted with reporters. "hand-made braiding is usually 30-45 yuan, and will be adjusted slightly according to the audience of each performance."
when asked about her daily income, vivi smiled and replied: "it's not very stable. the highest i made was more than 500 yuan a day, and the lowest was only a few dozen yuan."
she told reporters that there are more and more stall owners outside the concert, and the products are becoming more and more homogeneous. "solo vendors like her have disadvantages. "the stall is not eye-catching and lacks the point to stand out."
the reporter continued to visit several stall owners, who told the reporter that setting up stalls is not an easy task. they need to explore the real needs of fans and never rush to buy too much. "almost all of us who set up stalls have side jobs, or even just experience. each artist's fan circle and fan culture are different, and we need to make differentiated adjustments every week."
xu xiaomo and vivi (pseudonym)'s stall. photo by trainee reporter dai kailin
continue to release the concert "magnet effect"
a high-quality concert is undoubtedly a "three-way rush" for stars, fans, and the city. but how to turn "traffic" into "retention"? how to turn "performance fans" into "city fans"? what is tested is the city's open business environment, considerate urban services, and sophisticated governance capabilities.
in order to attract investment for performances, several departments in hangzhou have issued a notice on "several measures of hangzhou city on further promoting the linkage of "performance, competition, exhibition, commerce and tourism" to create a "city of competitions and shopping paradise". for organizers that introduce internationally renowned or domestically first-class large-scale concerts and music festivals, with cumulative ticket sales of no less than 10,000 and 300,000 people, they will be given a maximum of 150,000 yuan and 300,000 yuan per stop, respectively, and no more than 1 million yuan per year for each enterprise. special support will be given to particularly important concerts and music festivals.
a staff member of the hangzhou municipal bureau of culture and tourism told reporters that in order to "take advantage of" the performance traffic, hangzhou provides a "one-stop" service to ensure that it can firmly catch this "overwhelming wealth."
hangzhou is striving to enrich the fan experience by focusing on the needs of fans and combining cultural and tourism practices from all over the country. for example, at the phoenix legend tour concert changzhou station, eight well-known scenic spots such as changzhou china dinosaur park offered half-price discounts to visitors; at xue zhiqian's tour concert wenzhou station, visitors could stay at branded hotels at a discount with concert tickets; at jay chou's tour concert taiyuan station, in addition to free public transportation, extended subway operating hours, and free tickets to major scenic spots, fans also unexpectedly received surprise gifts of shanxi specialty old vinegar, vinegar drinks, braised beef, and taigu cakes.
during the concert, a large number of audiences gathered and dispersed in a short period of time, which tested a city's comprehensive management level and service guarantee capabilities, and also affected the city's "reputation."
hangzhou coordinated with bus, subway departments and online ride-hailing platforms to guide audiences to travel by public transportation and ensure that audiences could leave the venue conveniently and smoothly.
after zhou shen's concert, qianyue (pseudonym), a fan, excitedly told reporters that as a visually impaired person, she felt a lot of care at the concert in hangzhou. "the weather was very hot, and i received an ice pack. the staff also gave me a cup during the security check, and there were fans and mosquito repellent stickers on each seat. when the concert was about to end, the staff took me to the taxi place at the door. the police officer behind me learned about my situation and drove me to a nearby taxi place in a police car. he accompanied me to wait for didi and watched me get in the car safely."
undoubtedly, this is the best embodiment of traffic being converted into word-of-mouth. after andy lau's concert, a local audience also shared her feelings with reporters, "many people took away the garbage when the concert ended, which was very civilized and orderly, which improved the image of hangzhou and gave hangzhou a big boost." in her opinion, when more tourists flocked to hangzhou from all directions, in addition to enjoying a cultural feast, they also gained a good performance tour, which made people want to come to hangzhou again.
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