As night falls, at the Jinshatan Beer City in Qingdao, China, under the large glass sculpture at the entrance, Hu Yao, the initiator of the globally popular judge dance and an international level judge of the World Sports Dance Federation, dressed in a suit, dances with several other judges, and citizens and tourists actively interact.
Currently, the 36th Qingdao International Beer Festival is being held. During the 30 day event, the organizers planned more than 2000 events in seven categories, including beer tasting, cultural and sports performances, and international exchanges. In addition to traditional activities such as art parades, they also launched cultural and artistic performances such as musicals, magic shows, and electronic music performances to further enrich the experience of citizens and tourists.
Jinshatan Beer City is one of the venues for the Beer Festival. At the Qingdao Beer experiential concept store in the beer city, tourists pick up the "oil gun", pull down the handle, and the beer flows into the cup.
Tourists can experience the joy of drinking themselves, "said Liu Hongbo, the project leader of Qingdao Beer Gas Station. This device is designed as a futuristic gas station, and the beer produced by the factory directly enters the cold storage with a constant temperature of 0 to 5 degrees Celsius, locking the freshness of the entire chain.
Tourist Jiang Min boarded the "slightly intoxicated bus" in Qingdao at night and was infected by the scene in front of her. There are musicians playing guitar and singing in the carriage, and fresh beer is also sold on board. Many tourists hold beer and dance with the DJ.
The bus ride is free, the scenery along the way is also great, and the experience is full, "she said.
During the summer, various regions in China create "immersive" experience scenes for citizens and tourists: in the summer night of Shanghai Pujiang Country Park, there is a mix of beautiful voices and beer crayfish, and the Shanghai Minhang "Song King" competition is linked to the Pujiang Music Beer Carnival, allowing citizens to enjoy music and food on summer nights; The "Happy Starlight Night" in Gaomi Red Sorghum Town, Shandong Province features dazzling fireworks, turtle parades, and water iron flower displays. Visitors can immerse themselves in watching the show, participate in NPC interactions, experience drifting in the flower sea, and follow the parade team to experience the folk customs of red sorghum.
The roadmap for cultivating experiential consumption in the context of the 15th Five Year Plan is becoming increasingly clear. In July, China issued a five-year special plan focusing on expanding consumption, proposing to focus on consumer experience, cultivate new forms, models, and scenarios of consumption, support the upgrading of consumption carriers such as key commercial districts and streets to immersive and interactive diversified consumption scenarios, and carry out pilot projects for new forms, models, and scenarios of consumption.
In the Qingdao Beer Museum, tourists become the protagonists of the night tour story. They independently plan their travel routes and embark on a game full of unknowns and surprises.
The immersive live action drama tour "The Awakening Brewer" is adapted from a true story and has quickly attracted a large number of young tourists since its launch, "said Zeng Chao, Deputy General Manager of Qingdao Beer Culture Communication Co., Ltd. This drama tour focuses on defending the brewery and beer recipe, with 10 real NPC interactive performances along the way, turning the visit into a" mobile museum drama ". It not only enhances the cultural tourism brand and promotes cultural construction, but also increases revenue.
The plot is particularly rich, and it's the first time I've played murder mystery in a museum. It's very exciting. "Chongqing tourist Huang Ran was very satisfied with this experience.
According to data from the National Bureau of Statistics, the total retail sales of consumer goods and services in China increased by 2.7% year-on-year in the first half of the year, with service retail sales growing by 5.3% and commodity retail sales growing by 1.1%.
The demand for a sense of ceremony on the consumer side is driving the supply side to accelerate its shift, and more and more brands and festivals are beginning to attach importance to experiential consumption. Guo Qingling, a lecturer at the Shandong Provincial Party School (Shandong Institute of Administration) of the Communist Party of China, believes that through the interactive atmosphere created by these, consumers have a temperature of experience and feeling, constantly injecting new vitality into consumption through sharing and infection.