2023演出经济爆火-触达多行业增长洞察报告

炼丹炉官网：https://www.huo1818.com/演出经济爆火——触达多行业增⻓洞察Industry Hotspots小红书、淘系 多平台数据维度汇总分析 目录CONTENTS01 市场洞察02 机会洞察03 社交舆情洞察04 市场总结 01MARKET INSIGHT市场洞察•演唱会市场数据情况 •人群洞察 同比增⻓95.42%•第一季度全国性演出•据中国演出行业协会演出票务信息采集平台数据监测，今年一季度，全国营业性演出场次6.89万场，较去年同比增⻓95.42%；演出票房收入49.80亿元，较去年同比增⻓110.99%。•天眼查数据显示，目前我国有演出经济相关企业近53.7万余家，其中2022年新增注册企业7.3万余家，增速达16.5%。•炼丹炉数据显示，2023年「演唱会」相关商业笔记数从3月开始逐渐飙升，笔记数3月比2月增⻓70%，互动量增⻓387%；而4月比3月笔记数增⻓109%，互动量增⻓95%，根据数据图可⻅演唱会热度还在持续上涨。「演唱会」相关联笔记数据趋势图•数据来源炼丹炉小红书分析演出经济火热迎来历史高增⻓炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉 •在今年的线下演出类活动中，音乐节依旧是热⻔的线下演出聚集地。除了老牌的“草莓音乐节”外，各地城市也以城市为地标通过音乐节吸引更多的消费者同时带来城市的旅游经济发展。•品牌营销方面也是加入音乐节冠名中与承办，今年还出现了「蜜雪冰城冰淇淋音乐节」、「隅田川潮咖音乐节」等以品牌形象作为头衔的音乐节活动，成为影响或撬动年轻人市场的流量密码。•随着线下演出日程的增⻓，相关话题关注度也呈增⻓趋势，小红书作为年轻人社交阵地，「演唱会、线下演出」该趋势影响着更多的行业，同时会吸引更多的品来加入。品牌营销新阵地炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉 市场洞察演唱会相关的销售市场情况•在炼丹炉自由洞察栏目中可⻅，在淘系数据中，包含「演唱会」关键词相关的行业销售额从23年1月呈现飙升趋势，市场销售额在上半年呈现两次增⻓高峰，分别在1月和4月，市场销售额达到1.1亿和1.07亿。售卖「演唱会」相关品牌数也呈上升趋势。可⻅今年作为疫情开放后第一年，演唱会经济的爆发同时带动了多行业的经济发展。销售趋势市场趋势炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉 演出经济下的消费人群洞察1-17岁18-24岁25-29岁30-34岁35-39岁40-44岁45-49岁50-54岁55-59岁60岁以上•据统计，今年全国已经举办了400多场演唱会，其中四五月份进入旺季，每个月有近150场，已经超过了2019年同期水平。业内人士预估，今年大型演唱会数量将突破1000场，带动观演人次600万到800万人。•2023年上半年统计，演出市场消费主力依旧是18-39岁的年轻人，在购票用户中占比超过75%；购票人群中女性消费者数量明显高于男性，占比超过65%。根据近三年连续的数据统计，00后、95后消费者和女性消费者的占比呈逐年上升趋势。炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉 02OPPORTUNITY INSIGHT行业高增⻓洞察•热⻔行业高增⻓品类炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉 •在炼丹炉自由洞察栏目中可⻅，在淘系数据中，包含「演唱会」关键词相关的行业占比最高的是「模玩/动漫/周边/娃圈三坑/桌游」占比58.76%，除此之外占比前五的行业依次为：玩具模型类、文化用品类、服饰配件类、户外用品类，可⻅「演唱会」带动了多行业的经济发展。•与「演唱会」相关的小红书商业笔记类型中，彩妆护肤、服装穿搭、美⻝饮品互动总量达到了前三。同时根据互动量排行也看出，演唱会商业推广涵盖行业范围较广，除了涉及美妆、穿搭等小红书上的热⻔赛道外，还辐射数码、个护、运动等领域。•数据来源于炼丹炉「演唱会」相关淘系行业分布「演唱会」相关联笔记类型互动总量TOP10笔记类型笔记数占比互动量占比彩妆13.31%22.46%服装穿搭13.47%17.65%美⻝饮品16.56%14.05%电子数码12.05%11.15%个护清洁3.73%3.51%医药保健4.56%4.51%运动4.75%2.82%箱包2.21%1.97%汽⻋0.77%0.37%宠物0.62%0.32%演出经济辐射众多行业炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉 “硬防晒”理念持续升温通过数据可⻅，防晒类型产品在今年1-6月整个市场商品数量迎来高增⻓，通过商品的适用场景画像可⻅，防晒产品更多的需求在「出游」和「逛街」，均为⻓时间在户外的社交行为。*数据来源均为：炼丹炉✦防晒品类的适用场景分布图✦防晒品类的市场趋势炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉 防晒高增⻓品类洞察包含「防晒」关键词品类占比可⻅，服饰配件占比最高•防晒热⻔细分品类名称：帽子•2023年Q2销售额为14.96亿元，同比增⻓14.59%•TOP1品牌「蕉下」市场销售份额约达20.26%•帽子销售额在2023年Q2同比销量表现优异高增⻓品类，消费者对于防晒品类中的帽子关注点主要集中在防紫外线、大帽檐、轻便上，品牌可结合当下「演出经济」的爆火现象，作为防晒品类新场景营销新增⻓点。✦爆款单品该单品满足帽子热⻔单品里所有的关注点「防紫外线、大帽檐、轻便可收缩」同时该单品可当发箍，满足功能需求的同时也满足了时尚需求。「防晒」相关淘系行业分布「防晒」相关服饰配件占比分布该单品满足帽子热⻔单品里所有的关注点「防紫外线、大帽檐、轻便可收缩」同时该单品⻉壳的造型符合当下流行趋势，满足功能需求的同时也满足了时尚需求。炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉 美妆市场高增⻓品类分析具美妆/香水/美妆工具行业Q2数据可⻅，「面部彩妆」和「眼部彩妆」销售额同比增⻓较高。通过对这两个品类细分观察到眼影、眉笔/眉粉/眉膏、蜜粉/散粉、睫毛膏销量增速较高，其中三个品类为眼部彩妆。可⻅演出经济的繁荣在Q2中给美妆市场的眼部彩妆带来较大增⻓点。其中唯一面部单品为：蜜粉/散粉，主打功效为定妆、控油，同样满足演出经济下的消费者需求。✦面部彩妆/眼部彩妆下细分品类销售情况-0.375-0.25-0.12500.1250.250.3750.5美容工具面部彩妆眼部彩妆唇部彩妆美甲工具彩妆市场销售额同比彩妆市场销售额市场占比2.1%16.54%11.38%40.33%12.64%-21.83%-1.54%10.14%32.59%10.9%-21.83%-1.54%10.14%32.59%10.9%-50%-37.5%-25%-12.5%0%12.5%25%37.5%50%-10%0%10%20%30%40%腮红/眼霜 4.68%粉饼 11.06%隔离/妆前 14.2%蜜粉/散粉 16.3%粉底液/膏 29.96%睫毛膏 17.94%眼影 35.63%眼线 21.47%眉笔/眉粉/眉膏 24.96%销量增速同比销售额增速同比*气泡大小代表销售额市占率眼部彩妆面部彩妆✦美妆/香水/美妆工具行业下的品类销售情况*数据来源均为：炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉 美妆市场细分品类高增⻓类目洞察眼影——含「超爆闪、亮片、大地色、哑光」关键字成热⻔单品排名品牌名销售额销量均价（元）市场份额13CE1.09亿63.23万17315.78%2TOM FORD/汤姆福特4,506.22万17.59万2566.5%3UBAN DECAY3,610.88万18.94万1905.21%4JUDYDOLL/橘朵2,513.71万42.36万593.63%5CHANEL/香奈儿2,420.15万5.48万4413.49%6PERFECT DIARY/ 完美日记2,278.13万20.02万1143.29%7CHARLPTTE TILBURY/缇尔泊丽1,347.66万5.01万2691.95%8花知晓1,269.83万11.87万1071.83%9DIOR/迪奥1,193.95万3.97万3001.72%10MAC/魅可956.54万10.91万881.38%•品类名称：眼影•2023年Q2销售额为6.92亿元，同比增⻓3%•TOP1品牌「3CE」市场销售份额达15.78%•眼影销售额在2023年Q2稳中有增，消费者对于眼部彩妆中眼影的关注点主要集中在哑光、大地色、爆闪亮片上，品牌结合当下「演出经济」的爆火现象，作为营销新增⻓点。✦爆款单品商品标题：INTO YOU四色眼影盘大地色哑光珠光超爆闪亮片新手彩妆该单品满足眼影热⻔单品里所有的关注点「哑光、大地色、爆闪」同时该单品的成交均价为54.9元，主打性价比，满足了多圈层消费者的需求。炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉 户外行业高增⻓品类洞察「演唱会」为数码产品带来高增⻓•通过数据可⻅，演唱会触达的行业中，户外行业下「望远镜」为热销品类，同时根据品类销售同比与占比可⻅，望远镜在Q2期间同比销售额增⻓86.14%，销售额超1.7亿元。-0.22500.2250.450.6750.9望远镜/夜视仪/户外眼镜露营/野炊装备防护/救生装备垂钓装备户外照明销售额同比销售额市场占比3.52%17.44%3.24%17.44%1.14%48.63%37.6%-2.22%46.41%87.4%48.63%37.6%-2.22%46.41%87.4%✦户外/登山/野营/旅行用品下的品类销售情况*数据来源均为：炼丹炉数据采样区间均为：2023年4月1日-6月30日炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉炼丹炉