wen | dingjiaoone liuyuhang

编辑 | 魏佳

“qiangbudao，maibuqi。”

tiqiqianjitianzaibeijingkaipiaodedaolangyanchanghui，zhangchanghenshiwunai。tashigongrendeshenshousu，jinnianxianhouqiangdaolecaiyilin、fenghuangchuanqi、binqibudengremenyanchanghuimenpiao，quezaidaolangmianqianbaixiazhenlai。huangniubaojianeichang1.3wan，tajuedetaiguixiangjiangjiangjia，duifanggancuibuzaihuifu。

daolangyanchanghuimenpiaoyijingchengweidangxiazuishimaode“jinxiaoyingtonghuo”，zaimoushejiaopingtaishang，“#daolangyanchanghuimenpiaoyichengjinxiaoyingtonghuo#“yiyoujiangjin1000wanyuedu，wangyoushaituxianshi，12yue28ribeijingchanga1qusuijipaisuijizuo，piaowuruanjianshangdejiagegaoda35556yuanyizhang。

womenfaxian，zaimoudaiqiangpiaowupingtaishang，daolangbeijingyanchanghuidaiqiangjiagecong3780yuan-5080yuanbudeng，danzhangmenpiaoyijiajiangjin3500yuan，yijingchaoguolepiaomianjiashubei。

zhonglaonianguanzhong（cankaoguoneiwaibiaozhun，zhi45suiyishangrenqun）zhengzai“jieshou”yanchushichang。damaiappquanguoresoubangxianshi，zuijinyizhou（12yue16-12yue20ri），daolang、fenghuangchuanqi、taozhedengyirenhuozuhedouchuxianzaidamaiquanguoresoubangqianshixuliezhong，qizhongdaolanggengshiwenjubangshou。zheixieyiren，zaizhonglaonianqunzhongyongyoujigaoderenqihehaozhaoli。

dangran，weibamaqiangpiaojinxiaodegushibuzhifashengzaidaolangshenshang，zailiudehua、tanyonglin、zhangxueyoudengnianling“60+”delaopaigeshoujubanyanchanghuiqijian，yeyouguoleisideqingjie。womengandaohaoqideshi，zhonglaonianguanzhongzhendechengweiyanchanghuizhulijunlema？tamenduiyanchushichangjianghuichanshengshenmeyingxiang？

中老年人，“震撼”演出市场

zhonglaonianguanzhong“shuaxin”yanchushichang，shizhangqijileidejieguo。zheiguliliangdejueqi，zaozai2022nianbianluduanni。

genjudiyicaijingbaodao，2022nianweixinshipinhaoshishuishangyeyanchanghui，cuijiansanxiaoshizhiboxiyinlechaoguo4600wanrenguankan，dujiaguanmingshangjihuqichetouzihuibaolvchaoguo400%。suihoutishangrichengdeluodayouyanchanghuiquanbuhuanjiebofangchaoguo4gexiaoshi，xiyinle4100duowanrenguankan，dianzanshu8500duowan。ercuijianheluodayouliangwei“yinlejiaofu”defensi，xianglaiyizhonglaonianrenjuduo。

2023nianwenlvxiaofeifandan，yanchanghuiyinglaijingpen。zhongguoyanchuxingyexiehui、damai、weibo、dengtazhuanyebangongtongfabu《kuayueshanhai gongfureai——2023nianyanchushichangdaxingyanchanghuiniandudongcha》xianshi，2023nianquannian5000renyishangdaxingyanchanghuipiaofangjin146yi，daxingyanchanghuichangcida0.24wanchangyishang，guanyanzongrencichao2000wan。

laopaigeshouyuxinruiliuliangfenfenjiaru2023niandeyanchanghuikuanghuan，suiran《niandudongcha》zhichunianqingquntirengshiguankanyanchudejueduizhuti，danyouxiebianhuayijingfasheng。

biruliulianggeshoude“shiling”，qunian#huangzitaoyuanjia2368neichangpiaojiangzhi262yuan#chongshangresou，liuyuxin、mengmeiqidenggeshoudeyanchanghuiyeyoudazhechupiaodeqingkuang。

laopaigeshoumendepiaowuqingkuang，yucixingchengduibi。zhangxinzhe2023nianzaiquanguo23gechengshixunyan，jihumeichangdoudadao90%deshangzuolv；yangqianhua“my tree of live”shouzhanguangdongyinfanxiangrelie，youjiakaiyichang；chenyixunzaichengdou、guangzhou、shamendengzhanliankai，rengjiuyipiaonanqiu。

jinnianleisideqingkuangbiandegengjiapubian，erqiebuzhishiguoneide“zhonglaoniangeshou”fenfenguanxuanqidongxunyan，neixiehaiwaide“shidaiyanleiyiren”，yejiarulaihuakaichangxinglie。

daolangxianshizaijinnian8yuefenbanleyichangxianshangyanchanghui，3geduoxiaoshideshizhangxiyindao5220duowanrenguankan，dianzancishuchao6yi，shuaxinlezhiqianzhoujielunchuangxiadejilu，suihoudaolangxuanbukaiqiquanguoxianxiaxunyan，youshiyipiaonanqiu。

yuwubaiyanchanghuixiyinaiwangengde00houquntibutong，daolangyanchanghuideguankanzhuliqueshiyizhonglaonianjuduo。yangziwanbaobaodao，daolangyanchanghuinanjingzhan00houguanzhongjinwei20%，60-70houzhanbizegaodayiban。lingwaiyouziliaoxianshi，lingyiweilaopaigeshoutanyonglin，chengdouchangpiaowuqingkuangxiangdanghuobao，xiyinle3.5wanrenguankan，qizhongnanxingzhanbi60%，qiepingjunnianlingzai40suizuoyou。

jinnian9yue，“huahudie”maliya·kailixuanbuzaibeijinggongtiliankailiangchangyanchanghui，quxianchangkanguozheichangyanchudewanwantoulu，zhouweiguanzhongdenianlingcengqueshibijiaoda，“wobudao30sui，ganjuezijishineigequzuinianqingde，yibanlaishuodaokuaijiezoudegedajiahuibijiaohai，zhanqilaibeng。danwomenneigequderenjibenzuozaiweizishangbudong，zuidadedongzuojiushigenzhehuanghuangyingguangbang。”

玛丽亚凯莉北京演唱会 / 受访者提供

lingyiweihaiwaitianhoubinqibu11yuechuzaishanghaikaichang。15nianbumiyumiyuanbendasuanhepengyou、tangmeiyixingsirenqukanxianchang，bingqiezaikaipiaoqianjimeigerenanpaileqiangbutongpiaojiaderenwu，jieguo“yimiaomei，wolianyemianhaimeishuajinquni”。binqibubenrenyeganshoudaolegemiqiangpiaodereqing，bujinfalexiaohongshu，erqiezhuijialechengdou、ningbo、guangzhoudengdidechangci。

zheixieqinghuaixiangyanchanghui，qihuobaochengduyicicishuaxinzherenzhi。

dangran，xianxiayuxianshangxianglaixiangfuxiangcheng，xianxiayanchushichanghuoredepiaowuqingkuangyezaidaidongxianshangyinlezuopindebiaoxian。

9yue21-22ridaolangzaichengdouliankailiangchangyanchanghui，9yue23ribianyouhupuwangyoufaxiandaolangdegequbaolanlekugou、qqyinledengduogeyinlebangdanqianjiming，pinglunqubufanianqingrenbiaoshi“laitingbamazhuidedingliu”，dapiyongruyinlepingtaitinggedenianqingren，zhutuidaolangzuopintubang。

yinweichengle“zhonglaonianliuliangdandang”，nianqingrenbaozhe“pingshenmetadeyanchanghuimenpiaochengweijinxiaoyingtonghuo”laiting，xingcheng“bamaxianxiaqiangpiaokanyanchu，ernvxianshangtinggeshenpan”deqiyijumian。erhenduorentinggexiguanjiaoweisuiji，huiyi“biaoshengbang”zuoweicankaoduixiang，yushixingchengzhengxiangxunhuan，daolangdegequfushedaogengguangderenqunzhong，jinyibupoquanbaohuo。

年轻人跨境追星，中老年人开始悦己

zaiguyourenzhizhong，zongrenweinianqingrencaishiyanchanghuixiaofeidezhulijun，zheigeguandianqishibingbuquanmian。

shangshu《niandudongcha》xianshi，30suiyixiaguanyanrenqunrengshizhuliu，zhanbigaoda68%，dangengdalingquntidexiaofeiqianliyeburonghushi。zaiyanchanghuihejuchangguanyanyonghuzhong，40suiyishangrenqunfenbiezhanbi9%he14%。

yifangmian，nianqingquntidesousuonengligengqiang，kanyanchudequdaoyegengduo，suizhejiaotongbianjiexingbuduantigao，yixienianqingrenxuanzezhoumochujingquzhuixing。

hexiangxiangzhongbutong，quzhongguogangaodiquhuoguowaikanyanchanghui，bingfeitianjiakaixiao，fanershi“zhijiabi”genggaodexuanze。jiemililiangqunianniandifeiqumangukanzhoujielunyanchanghui，jijiujiaqilaihualeliangqianduo，menpiaozeshigangkaichangzaimenkoushoude“500taizhuguzhepiao”，meihuaduoshaoqianhainengchuguowanyiquan；nvtuanfensiananjinnianpaodaoxianggangzhuilecixianchang，1280yuanmaidaodisanpaizhengzhongjianhaoweizhi，“biwozhiqianmaidehuangniupiaoweizhidouhao，shunbianzaixianggangwanleliangtian，jiashangjijiuyigongsanqianchutou”。

“zaiguoneikanburuquhanguozhui”，hantuanfensiwangqitanyan，suirantaxihuandehantuanjinniandaoshanghaibanlejianmianqianshou，dankaolvzaisan，tahaishizhunbeibayusuanliudaomingnian，zhijiefeiquhanguokanyanchu。

tajieshi，“qutangshanghai，lufeihezhusufeigenwoquhanguochabuduo，erqiezongjuedetamenlaiguoneibanjianmianhui，buruzaihanguokaiyanchanghuifangdekai。”yinci，tazuihouzhishoulejizhangshanghaiqianshouhuidexiaoka，gengdadehuaxiaoliujichuguozhuixianxia。

haiyouyixieneiyuaidouyezaifenlikaifadongnanyashichang，zheifandaoduiguoneichangcixingchengfenliu。wangqitoulu，tadepengyoujiugengpianxiangxuanzehaiwaichangerfeiguonei，“chuguokanyanchanghuihainengshunbianwanyiquan。”

lingyifangmian，duiyuyibufennianqingrenlaishuo，qianbaoqueshiyuelaiyuebiele，huayiqianduoyuankanyichangyanchanghuishuyushechixiaofei。zheiyeshihenduoliuliangaidoukaidaxingchangcimaibudongpiaodeyuanyin——bushibuxiangzhichi，zhiyinpiaojiataigui。

jinnianhenduozhongyaobuaidoubuzaimangmuzixin，xuanzehuiguilivehouse，piaowuqingkuangfandaohaoqilaile。zheizhongchangzixiao、piaojiadideyanchu，yexiyinleyibufennianqingren。

henangzhongxiusedenianqingrenxiangbi，zhonglaonianrenkeweishouruwending、shijianchongyu。

《zhongguohulianwangluofazhanzhuangkuangtongjibaogao》xianshi，2024nian6yue，woguowangminrenshuyijiejin11yi，xinzengwangminzhong，50-59sui、60suijiyishangquntifenbiezhan15.2%he20.8%。tamenduixinxingshiwurengjubeihenqiangdetanjiuyuyuxuexinengli，erqietamenyebeiwangluopingtaizhongsuzhejiazhiguanyuxiaofeiguan，kaishizhuiqiuqingxuxiaofeiyuyuejixiaofei。

zaiyu“zhonglaoniankuangzhuiyanchanghui”xiangguandebaodaozhong，bunanfaxianhenduoanlidoushifumuzijizhudongtichu“woyaokanmoumoudeyanchanghui，ninengbunengbangwoqiangpiao”。kaipianwomentidaodezhangchangdunshoudaolangmenpiao，yeshiweilezijinianguoliuxundemama。

zhidezhuyideshi，henduoshihouwomendui“zhonglaonianqunti”cunzaikebanyinxiang，renweitamenshiguangchangwudezhulijun，erhushilehenduo60hou、70houbenlaijiushizaigangle、liuxingledemuyuxiachengzhangqilaideyidairen，tamendeyinlepinweibingbubi00houmencha。

qiandefangxiangjuedingleshichangdezouxiang，weitougoumailigaodezhonglaoniansuohao，yuelaiyueduodeguomingeshoukaixunyan，qinghuaileiyanchanghuidezhanbizaitigao。“lengmengeshou”sunyanzijiujihuazai2025niankaiqixunyan，lizongsheng、taozhe、zhangxueyoudenglaopaigeshouzaimingnianyiyouxunyanjihua。

erqieyuqitaleixingyanchanghuibutong，qinghuaileiyanchanghuibujinnengxiyinquanjiayiqichudong，zuowei“jiatingtuanjian”shouduan，qizhonghaishejidao“xiaoxinxiaofei”wenti。pingshiduizijikoumendenianqingren，wangwangzaijibamahuaqianshihuigengdafang。zheiyecushilezhubanfangjiadaduilaopaijingdiangeshouheqinghuaileiyanchanghuidetouru。

是演唱会，更是社交货币

jinnian“zhonglaonianbazongduanju”yu“zhonglaonianchengweiyanchanghuixinzengliang”xianhouyinfataolunbingfeiouran，qibeihoudetuidongyinsuxiangtong。

youshichangdiaoyanshujuxianshi，woguo50suiyishangwangminguimoda3.25yi，yuerenjunshangwangshizhanggaoda127.2xiaoshi，xiangdangyumeitianzhishaoshangwang4xiaoshi。duanshipinshitamenzhuyaodeyuleshouduan，zheiyeshiweishenmedaliangzhenduizhonglaonianquntideduanjuchanpinnenggouhuobaodeyidayuanyin。

deyiyuduanshipinshengchanmenjiandejiangdi，zhiyaohuicaozuoshoujijiunengfabuduanshipin，zaizheigexianshangshijie，tamenbujinshiguankanzhe，yeshishengchanzhe。douyin、kuaishou、weixinshipinhaodeng，chengweitamendeshejiaoxinwutai。

jiuxiangnianqingrenqukanyanchanghuihouduobanhuizongjiefabuyifen“moumouyanchanghuirepo”，kanzheyuedushuhepinglunbuduanshangzhangjiuhuiyouyinmideshuangganyiyang，henduozhonglaonianrenkanyanchanghuibujinshiweiyuanmeng，“banianqingshidezijizhongxinyangyibian”，yeshiweilejiluzheiyiqiefabuduanshipin，yicizuoweishejiaoshouduan。

womenzaidouyinsuijisoudaoyiweifensishu1000chutoudebozhu，tadabufenzuopindebofangshuliangweiliangweishu，weidujiludaolangyanchanghuideyiduanshipin，dianzanliangchongdaojin3wan，erqieyoujiangjin1700tiaopinglunyutahudong。

抖音截图

gangtuixiudelishushutoulu，tadeshejiaoquanzili，nengqukanyanchanghuibenshendaibiaoyizhong“youyue”：shouxianshuomingyouqianshentihao、qiehuixiangshoushenghuo；qicishuominghaizixiaoshun，yuanyijifumuhuaqianhuashijianqumaipiao；zuihoushuomingjiazhongfanxindeshiqingshao，bubibeikunzaijilinggousuiderichangzhong。

duiyutamenlaishuo，yanchanghuidailaidexiaofeitiyanshiduozhongde，bujinnengkandaoxihuandegeshouhexianchang，gengzhongyaodeshiyoujihuirenshigengduopengyou、huodegengduopinglunhuozheshuorenke。zheizhongrenke，zetianbuletamenshenghuozhongdeyixiekongbaihequeshi。

jiazhiduanshipindefugaimianhechuanbosudujiguang，zheixiehuodeledaliangguanzhurenkede“yanchanghuijilu”，zaitamendetonglingrenkanlaiwuyihenyouyouhuoli，qierongyixiaofang。zheihuoxuyeshiweishenmelaopaigeshouzaidixianchengshikaichang，piaowuqingkuangtongyangleguandeyuanyin。

tongshi，dangzhonglaoniankanyanchanghuichengweiyizhongbeitaolundeshehuixianxianghou，nianqingrenyouhuichongzhezheifentaolunreduquguanzhuzheixielaopaigeshouhuoqinghuaixiangyanchanghui，yiqizaishejiaopingtaishangchidaoliulianghongli。

“wozhunbeihaole”，dasuanzaiduchangshibangbamaqiangpiaodezhangchangyijingxiadingjuexin，“buguanshizijiqiangpiaohaishizhaohuangniumaipiao，wodouyaohetamenyiqiqu，erqiequanchengjiluzijishiruhedaibamayuanmengde，wanyizheitiaoneironghuoleni。”