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recently, singer deng ziqi held four world concerts in beijing bird's nest, but this highly anticipated music feast was unexpectedly "cold". after the ticket sales, the lowest price of 480 yuan for the grandstand tickets and the highest price of 1,580 yuan for the inner field tickets made many ordinary audiences stay away. even though the ticket prices were discounted many times, the sales were still not ideal, and some scalpers even complained about losing a lot of money. coincidentally, the concert tickets of "god of songs" jacky cheung were also found to be discounted recently. jacky cheung has been in the industry for many years and has a huge fan base and passers-by, but this tour also faces market challenges.

the performance market has fluctuated recently, and the grand occasion of concert tickets being sold out in seconds is no longer seen. many concerts have been met with varying degrees of cold reception. damai.com shows that the concerts of a group of veteran singers such as hacken lee, eason chan, and jeff chang were not sold out immediately after the tickets went on sale. xiao shenyang and huang qishan's jinan concert was directly cancelled due to unsatisfactory ticket sales. in addition, whether the venue scale of the concert matches the appeal of the artists has also become the focus of everyone's attention. the five-member band gao, who is known to the public for songs such as "missed by lovers" and "only one", held a concert at the beijing workers' stadium on august 31. however, xiaoyan, a music fan who planned to watch this concert, found that the day before the concert, only the lowest-priced tickets of 380 yuan were sold out, and there were still a large number of tickets left at other prices. "i was originally planning to buy the 580 yuan one, but now there are so many tickets left and the platform has already given a discount, so i bought a discounted ticket for the inner field." although the five-member band gao has a certain degree of fame and fan base in the music circle, the choice of performing in the workers' stadium, which can accommodate 68,000 people, still requires careful consideration.

industry insiders analyzed that there may be many reasons for the cold reception of the concert market. on the one hand, after the "retaliatory" performances in the first half of the year, the audience's consumption concept has gradually become more rational and cautious. in addition to some core music fans who will watch multiple performances, most "passerby fans" will consider factors such as time cost and money cost when facing performances, and will not watch frequently. especially when they need to bear additional expenses such as transportation and accommodation in addition to buying tickets, the audience will be more cautious in choosing whether to watch the concert. on the other hand, the previous high performance economy has caused the organizers to misjudge the market and set prices too high. in the past, the single-day ticket price of music festivals was often between 100 and 300 yuan, but this year, the single-day ticket price of more than 400 yuan is already the norm, and the ticket price of the vip area is even more than 800 yuan. the lowest ticket price for some singers' concerts is also more than 400 yuan, and the lowest ticket price seat area is getting smaller and smaller. for many ordinary audiences, the high ticket price exceeds their consumption capacity, thus suppressing their willingness to consume.

in addition, the massive increase in the number of performances has led to an oversupply in the market, more choices for the audience, and aesthetic fatigue. according to estimates by the china performance industry association, there were more than 250,000 commercial performances nationwide in the first half of this year, an increase of 30% year-on-year. among them, the number of large-scale concerts that have been officially announced exceeds 150, and the market is very active. in the increasingly rich performance market, the audience has gradually tended to consume rationally, and the enthusiasm for buying tickets for some non-head singers or concerts that are not attractive enough has decreased. in addition, the singing ability of some singers or the overall viewing experience that failed to meet the expectations of the audience is also a major reason. some concerts have problems such as low production level, poor sound effects, and simple stage design. the situation of "the audience can't hear the singing clearly at the concert and shout to refund the tickets" has occurred many times, affecting the audience's viewing experience; there are also problems such as no air conditioning, dirty chairs, "pillar tickets", and difficulty in refunding tickets, which have caused dissatisfaction among the audience and reduced the reputation of the concert.

nowadays, people's entertainment methods are becoming more and more diverse. live video broadcasts, online concerts, short videos, games, etc. are all competing for people's leisure time and entertainment consumption expenditure. how singers and organizers can adjust their strategies, improve the quality of performances and audience experience, and then win back the hearts of the audience is an important issue they need to face and think about. in the future, concert organizers should set reasonable ticket prices, fully consider the audience's consumption affordability and market demand, and formulate a reasonable ticket price system. at the same time, relevant departments should regulate the ticket sales market, supervise the organizers to reasonably set seats and ticket prices, and protect consumers' right to know. avoid "one-size-fits-all" restrictions on ticket refunds and changes, and establish a flexible and reasonable ticket refund and change mechanism. for example, due to force majeure factors such as illness and work, allow the audience to refund tickets within a certain period of time, and clarify the refund process and handling fee standards.

this summer, hunan tv's "singer" program became a hit, and many viewers felt the musical charm of talented singers, proving that the public still has a passion for watching singers with good works and singing skills, and hopes to see high-quality, value-for-money concerts. at a time when the concert market is undergoing adjustments, the audience's increasingly rational approach to watching performances is undoubtedly a positive change, which will help the domestic performance market get back on track and develop steadily.

□ li guyun, trainee reporter of this newspaper