The resumption of large-scale performances in 2023 not only incited urban cultural tourism, but also became the engine to promote the soaring of many consumer goods industries. From beauty products, hard sunscreen equipment to telephoto lens mobile phones, many single products warmed up in the heat wave of performance economy.
Sales of concert-related industries
This year has soared strongly.
A report on "Performance Economy Explodes and Touches Multi-industry Growth" shows that at the beginning of 2023, large-scale performances were restarted one after another, and the spiritual collision between the audience and artists not only incited urban cultural tourism, but also became the engine to promote the soaring of many consumer goods industries.
According to statistics, more than 400 concerts have been held throughout the country this year, including the peak season in April and May, with nearly 150 concerts per month, which has exceeded the level of the same period in 2019. According to industry estimates, the number of large-scale concerts will exceed 1,000 this year, which will drive the attendance of 6 million to 8 million people.
As of the first half of 2023, the main consumer of the performance market is still young people aged 18 to 39. Among them, the number of female consumers among ticket buyers is significantly higher than that of men, and the proportion of consumers and female consumers after 00 and 95 is increasing year by year. Performance economy is not only a feast of music, but also an important part of young people’s cultural consumption.
With the enthusiastic pursuit of millions of fans and fans, the leverage of the performance economy is constantly rising. According to the data of Amoy Department, the sales of the industry with concerts as the key words have shown a strong soaring trend since January this year. In the first half of the year, the market sales reached its peak twice, which appeared in January and April respectively.
Blending of Fashion and Performance Economy
Make-up wear is concerned
The beauty industry is particularly prominent. In the past three months, the interaction of fashion elements such as makeup and wearing in music festival notes reached 273,600. In the official topic of Little Red Book, the number of views on the topic of "Dressing in Music Festival" in the past 90 days exceeded 50.153 million, and the topic of "Dressing in Music Festival" in the past two months was as high as 75.456 million. Fashion and performance economy have achieved a perfect blend, and the audience not only pursues music, but also swims in the ocean of fashion.
Concert makeup and ribbon braiding, sweet and cool dress make the concert trip more enjoyable; Exquisite and small ornaments shine more brightly in the light, and the spice girls wear them in line with everyone’s enthusiasm, and they instantly get high-performance brokers radiate to many industries. In the content related to the "concert", the social platform has reached the top three in terms of makeup and skin care, clothing and food and drink interaction.
Young people are willing to show their vivid personality, and different concert styles correspond to different makeup. Among the high-profile beauty content related to concerts, bold broken diamond makeup, smoky punk makeup and ghost horse girl makeup have a high appearance rate.
In the volume of makeup, it also shows the characteristics of local refinement. Taking eye makeup as an example, the interaction of "eye shadow" is more prominent. Young people pay special attention to the exquisiteness of each local dress, and want to show a perfect image in offline performances. At the same time, "bright makeup", "no makeup" and "no makeup mottled" have also become key words. After all, in a warm gathering of tens of thousands of people, it is a new demand to keep the makeup intact even if the skin is sweaty and oily.
Record high-definition moments
Telefocal mobile phones become popular items.
Driven by outdoor performances such as music festivals, sunscreen products are also heating up. Especially in the summer when outdoor performances are concentrated, hard sun protection becomes just needed. This year, among the hot words related to the music festival, the hot search index of sun protection clothing and sun protection hat exceeded that of sun protection cream, and sun protection masks, masks, gloves and other items also appeared on the hot search list of sun protection products.
The data can also be seen that the digital field has also been driven to heat up. The popularity of keywords such as "concert shooting artifact" remains high, and fans are keen to discuss which mobile phone has the best shooting performance before watching the performance. The telephoto lens mobile phone has become a hot-selling item. In addition, telescopes originally belonging to the outdoor industry have become hot sellers.
Category, sales in the second quarter of this year also increased significantly.
Under the hot background of performance economy, all related brands have taken advantage of the situation to increase the connection between popular items and popular scenes and actively explore growth points. This not only promoted the prosperity of the performance market, but also produced obvious spillover effects in other industries. From derivatives and cultural and creative products to restaurants and hotels, all of them are booming in the heat wave of performance economy.
