Cancel the restrictions! Entertainment venues such as bars and nightclubs may usher in a new round of outbreaks.

In recent years, with the promotion of technology, new formats such as online performance, "cloud performing arts" and online live have emerged, and the epidemic has accelerated the development of online performing arts.

according to the data of iimedia research, the digital music market in China has maintained a steady growth trend, and it is estimated that the market scale will grow to 42.89 billion yuan in 221. In the first half of 22, the number of users watching online music performances in China exceeded 8 million. The development of online performing arts is in full swing, and now the offline performance entertainment market has finally ushered in its own spring.

Recently, the Market Management Department of the Ministry of Culture and Tourism issued the Notice on Further Strengthening the Prevention and Control of Normalized Epidemic Situation in Theatre and Other Performance Places, Internet Service Places and Entertainment Places (hereinafter referred to as the Notice), among which the most striking thing is that in areas with low risk of epidemic situation, the proportion of consumers in theatre and other performance places, Internet Service Places and Entertainment Places has changed from no more than 75% to "no unified restrictions".

Relevant industry experts and operators have said that this is a great benefit for the entertainment market since the normalization of epidemic prevention and control. Does this mean that the performance and entertainment market will fully recover? What do experts and business operators think? In the face of the rapidly developing online performing arts market, how should we live and live with it?

The time has come for the full recovery of the performance and entertainment market.

Wei Yun, president of the Tourism Research Institute of the National Research Institute, said, "The Notice means that the normalization and orderly recovery of China's cultural market has officially kicked off, and the time has come for the full recovery of the performance and entertainment market, which can be predicted from the popularity of the Spring Festival movie market." The restart of the cultural market should be a gradual process. Consumers need a transition period, do a good job in psychological construction and restore their confidence in going out to spend. Cultural performance modes such as "online+offline" and "cloud+live" should not be short-lived, but should explore the industrialization path in depth. This is not only conducive to normal prevention and control, scientific prevention and control, and accurate prevention and control, but also conducive to the gradual transformation and upgrading of the cultural market from extensive to refined, from quantitative to quality, from "high-speed growth" to "high-quality development".

Wang Xue, director of Shanghai Yangpu District Cultural and Tourism Management Affairs Center (Cultural Relics Management Affairs Center), is excited about the cancellation of the quota for the number of people in performance and entertainment venues. She believes that this move not only sends an important signal to the outside world that the epidemic prevention and control situation in China is stable and improving, but also marks the accelerated recovery of production and living order and the recovery of consumption, which will definitely inject strong impetus into the recovery of the domestic performance and entertainment market.

Wang Xue said: "While adjusting the relevant epidemic prevention and control strategies, our unit will continue to strengthen the inspection of epidemic prevention and control in various business premises, and ensure that all prevention and control measures are put in place through daily inspections and joint inspections. While doing a good job of supervision, we will also visit the cultural market on the spot, listen to the voices of enterprises, learn more about the difficulties, focus on accurate services, and help enterprises develop. "

faithful wife of the performance industry

Liu Jingwei, general manager of Beijing Tianqiao Theater, said, "In the past year, art has accompanied us through the lowest period of the performance industry in the warmest way. Today, the release of the Notice makes us faithful wife! "

"In theater management, the attendance rate is very important. If the attendance rate increases, the box office income will also increase, and we will have more room for the operation of the performance. For example, when the attendance rate is limited, we can only choose plays with a cost of less than 15, yuan. Now, in areas with low epidemic risk, there is no uniform restriction on the proportion of receptionists such as performance venues, so we can launch more high-quality works of art. The audience is packed, and the actors can interpret the perfect works of art more emotionally. " It will also strictly implement the requirements for the prevention and control of epidemic normalization.

Zhang Yafeng, Party Secretary and Vice President of the National Peking Opera Theatre, believes that the Notice has further promoted the orderly opening of cultural venues on the basis of rigorous scientific investigation and normalized epidemic prevention and control. The National Peking Opera Theatre will take this opportunity to present a classic modern drama with the theme of "Red Heart Forever to the Party" through both offline and online performances.

Greatly boost the morale of cultural enterprise operators

"The Notice is beneficial to the whole performance and entertainment market and greatly boosts the morale of employees." Li Fenjun, Party Secretary and Director of Shexian Culture, Radio, Film and Tourism Bureau, Hebei Province, said that due to the epidemic, the performance and entertainment industry continued to be sluggish, and related enterprises and business households suffered heavy losses. While ensuring safety, everyone urgently needed to make up for the losses. The release of the Notice undoubtedly injected momentum into the market, and many operators forwarded the news in the circle of friends for the first time.

Gu Chengwei, head of Guangxi Nanning District of Baidile KTV, said that since the resumption of work and production, Baidile has set an upper limit of 75% for each box according to the requirements of normalized epidemic prevention and control, which means that the passenger flow exceeding the upper limit can only be lost in vain. In addition, the number limit will have a certain impact on some guests' spending in KTV. If there are a large number of parties, guests will often choose other places. "This news makes us more confident in the next business, and the guests who lost before will come back sooner or later."

"Some time ago, we obviously felt that many customers affected by the epidemic were still holding a wait-and-see attitude, and their willingness to spend was not strong. I believe that the abolition of the quota will stimulate consumption. In addition, it boosted the morale of the operators. I hope that with the overall improvement of the epidemic prevention and control situation and our own comprehensive improvement of services, the business situation will usher in a big turn for the better in 221. " Gai Weidong, deputy general manager of Yiwangyijia Internet Cafe in Zhangdian District, Zibo, Shandong Province, said.

Zhang Xiaopeng, manager of another Pengyu Internet cafe in Taiyuan, Shanxi Province, was very happy to hear this news. He said, "After the outbreak, the Internet cafes closed for half a year, and after the epidemic prevention and control was normalized, the number of customers surfing the Internet was much less than before, and I even had the idea of going through the customs. The most intuitive change in canceling the proportion of people is the increase in passenger flow, which has made us a small Internet cafe operator with a small volume and a biased position see the dawn. "

what kind of entertainment will see a quick recovery?

1. Immersive big IP performances

At present, the consumers of cultural tourism in China are younger and more international, and their aesthetic level and requirements for products are constantly improving. In addition, based on a series of favorable policies such as the continuous development of science and technology and the state's support for new technologies, immersive entertainment projects are welcomed by many consumers because of their strong interactivity and high interest.

in addition, domestic offline performances also have a very strong demand for IP and content introduction, and the high content and traffic attributes of immersive entertainment products have gradually become a promising form in the offline performance market. Especially for strong brands and big IP performances, their strong strength can make them take the lead in layout and seize a wave of market.

II. Performance in art venues

In 218, the number of audience performing in art venues reached 58.62 million, and in 219, there were 67.85 million audience participating in art performances, an increase of 15.8% compared with the previous year. The number of audience performing in art venues showed an obvious growth trend.

in 221, all localities will intensify the construction of key cultural tourism projects, and in the next few years, 21 new theaters will be started or opened in southwest China.

With the continuous improvement of Chinese people's living standards and rising consumption levels, people have higher and higher requirements for cultural needs. In addition, the localization of theatrical performances is more in line with people's demand for performances in the post-epidemic era. After the performance market is completely lifted, the performance of art venues should continue the growing trend in recent years.

Third, entertainment places

In recent years, new entertainment methods such as bars, nightclubs, music bars and PARTY.KTV, as the products of the dual symbolic colors of avant-garde and subculture, are gradually integrating into urban life as a new entertainment form of social interaction, entertainment appreciation and cross-cultural experience.

At present, each city in China has formed its own bar culture. There are about 3,31 bars in Chengdu, ranking first in the number of bars in China. There are 2,928 in Shanghai and 2,372 in Beijing. Chongqing, Guangzhou and Shenzhen have also become one of the most dynamic cities for bars. Entertainment places such as bars and nightclubs gathered in first-tier cities will undoubtedly seize a large part of the capable consumers.

Editor's note: The promulgation of the Notice has made all the operators engaged in the performance and entertainment industry see hope. With the gradual unblocking of the consumer market and effective control of the epidemic situation, the performance and entertainment market is about to usher in a brand-new spring. At the same time, in today's booming cultural performance modes such as "online+offline" and "cloud+live", how to carry out joint communication and promote the cultural market from extensive to refined, from quantitative to quality, is also something worthy of deep thinking for the practitioners in the performance and entertainment industry.