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Z世代追星經濟學:一場演唱會撬動3倍衍生消費
格隆匯 04-10 13:56

當數萬名歌迷在演唱會散場後湧入網約車候客區,場館周邊酒店價格飆升仍一房難求,以演唱會為核心的經濟裂變正觸發另一種經濟業態。以5月16日—18日即將舉行的孫燕姿2025世界巡演深圳站為例,同程旅行最新數據顯示,截至4月9日,深圳龍崗地區酒店預訂熱度月環比激增324.3%,場館3公里內的經濟型酒店已一房難求。中國演出行業協會數據顯示,2024年全國營業性演出票房收入達579.54億元,大型演唱會貢獻超四成增量。流量熱潮背後,年輕羣體的消費邏輯悄然生變。同程研究院研究員徐茉茉表示,95後已佔據演唱會人羣的65%,其獨特的“儀式感消費鏈”正在重塑市場規則,他們從身着應援色服裝乘坐主題專車到搶購應援色鮮花、打卡合作酒店網紅牆,單次觀演可觸發4-5次社交傳播。這種將演唱會視作生活方式入口的消費特徵,催生了平台經濟新範式。

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