This afternoon, iResearch released the "2023 China Performance Ticketing Industry Research Report" (hereinafter referred to as the "Report") in Shanghai, which conducted an in-depth analysis of the performance ticketing industry from multiple perspectives such as industry development, industry pattern, consumer cognition, and case studies, and showed the real status quo of the performance ticketing industry in 2023 through industry data, expert interviews, consumer research and other multi-channel information.
The report specifically mentions two new changes in the performance ticketing industry in 2023, one is that Ticket Planet has broken the traditional pattern of barley and Maoyan and has become one of the three major comprehensive ticketing platforms, and the other is that performance organizers have prepared to build self-operated ticketing systems to accumulate and accumulate self-operated users.
The dominance of the primary market has been broken.
According to the report, the primary market entities of China's performance ticketing can be subdivided into integrated ticketing platforms, vertical ticketing platforms and direct sales platforms of the organizers. It can be seen in the report that the comprehensive platform pattern has evolved from the original public perception of Barley to the pattern of "one super and two strong" of Barley, Maoyan and Ticket Planet.
It is worth mentioning that in addition to covering a comprehensive and rich variety of performance types, the new rising ticket planet also helps the organizers to carry out one-stop marketing on new ** platforms such as Douyin, Xiaohongshu, and Dianping, so as to achieve a closed loop. Although barley still occupies an absolute advantage in terms of volume, the rapid growth of new entrants has become one of the new trends in the industry.
Three-quarters of respondents accept premium tickets.
In addition to the changing landscape of integrated ticketing platforms, another new trend in the primary market is the development of self-operated ticketing platforms. Among them, the island of fun is highlighted. According to the report, Fun Island is 100% owned by Shanghai Chinese Culture and Performing Arts ***CMC Live), and is the official ticketing platform for the concerts it hosts or undertakes, including popular performances such as Zhou Huajian, Liu Ruoying, and Wang Jiaer.
In consumer research, the mechanism of dynamic adjustment according to market supply and demand in the secondary market of ticketing, 867% of consumers believe that it helps to make up for the contradiction between supply and demand in the market, 766% of respondents accept premium tickets, of which 86The acceptable premium for 1% of consumers ranges from 10%-80%.
And 682% of consumers believe that it is necessary to distinguish between platforms and scalpers in the secondary ticketing market, and believe that the existence of platforms can alleviate the scalping chaos. According to the report, platform transactions aggregate many merchants, and improve the transparency and standardization of ticketing transactions by setting up seller entry thresholds, platform guarantee mechanisms, and tracing transaction paths, so as to promote the standardized and orderly development of the secondary market.
Finally, the performance industry will cool down appropriately and return to rationality in the future, and pointed out that due to the obvious Matthew effect, it is necessary for many parties to work together to make high-quality performances be seen by more people. (Xinmin Evening News reporter Sun Jiayin).