"Talk Show" is committed to "bringing mobile life to the stage" and deeply integrates online and offline, making it possible for explosive consumption. Offline and online performances and online variety shows complement each other. From " open mic " to training camps and then to the closed-loop operation of local clubs, the threshold for talk shows is no longer so unattainable.
The originally niche talk show is quickly entering the public eye with an unstoppable attitude. Talk shows are sold out in Nanjing, the capital of our province, and talk shows are also held in Wuxi, Suzhou, Yangzhou, Zhenjiang, Taizhou, Yancheng and other places. It only took three or two years from the initial "no Li birthday in third- and fourth-tier cities" to today's various talk show clubs and performances that have continued to expand and become extremely popular.
Although talk shows are still in their infancy in China, their market potential cannot be underestimated. According to data from the "2021 National Performance Market Annual Report", the talk show market last year had 18,500 performances throughout the year, and the box office revenue was 391 million yuan, an increase of more than half compared to 2019. Affected by the epidemic, some industries or market entities are struggling and operating in sluggish conditions, but why can talk shows stand out and buck the trend? What implications does this have for tapping new consumption potential and opening up new space for consumption?
On the new consumption track, it is appropriate and not an exaggeration to say that "the young people will conquer the world". Young consumer groups pursue a sense of belonging and individuality, pay attention to quality of life, and emphasize self-expression. They actively seek consumption upgrades, advocate personalized consumption, constantly create new markets and industry opportunities, and represent new trends and new directions for consumption growth. How to attract a large number of young people with increasing consumption power, carry out forward-looking layout around the "demands of the Z era", and then improve the "youth index" of an industry or even a city has become a must-answer question currently to boost consumption and promote development.
Although the tickets for offline talk show performances are currently rising, the enthusiasm is still high and the heat will continue to scorch this summer. The performance venues are full and it is hard to get a ticket. It is not difficult to see that more and more people are willing to pay for content and experience. It does not matter whether it is expensive or not, only whether they like it or not. Most of the popular talk show jokes are mirror images of workplace difficulties, marriage and love conflicts, mid-life crises and other life situations. They touch on the key points of the times and individuals, and have both humor and empathy. They are called tools for relieving anxiety and stress. "Spiritual Exit". What users buy is not only products, but also additional emotional values such as relief, happiness, and healing, and even a way of life. To a certain extent, spiritual needs are the rigid needs of new consumption. Accurately capturing user needs and providing good user experience are the necessary prerequisites for reaching consensus and effective docking.
We might as well start with the popularity of talk shows and dissect the sparrow, innovate consumption scenarios, optimize consumption experience, and build market segments, in order to form a new consumption growth point with strong driving force that can resonate with industrial upgrading, and bring new vitality and vitality to economic development. power. (8, 18)
