In a handmade pottery studio in Jingdezhen, 23-year-old graduate student Weiwei has just completed her first pottery work - a uniquely shaped porcelain cup. Although this cup is not perfect, every pattern on the cup is handmade by me, "she gently turned the cup in her hand." Compared to buying generic finished cups directly from the mall, it is more meaningful to personally experience and create 'out of print' cups. "Vivi's choice reflects a profound change in the current consumer landscape - the era of experience economy has arrived, and the three core tracks of cultural tourism, entertainment and social interaction, and new retail experience are emerging as the core forces driving this change, continuously reshaping the way young people live. According to data from the National Bureau of Statistics, the added value of China's service industry reached 59.3 trillion yuan in the first three quarters of this year, accounting for 58.4% of the country's gross domestic product; The year-on-year growth rate of service retail sales was 5.2%, which was 0.6 percentage points higher than the growth rate of commodity retail sales. In this context, as an important extension of the service economy, the experience economy is gradually accelerating from a component of overall economic growth to a new engine driving economic development. In recent years, with the accelerated application of emerging technologies such as VR and AI, as well as the continuous pursuit of interactivity, immersion, and participation by young consumer groups, a large number of new business models with "experience" as the core value have flourished - from sound therapy spaces that heal the body and mind, to metaverse experience halls that blend reality and virtuality; From revitalizing traditional intangible cultural heritage workshops to pursuing the ultimate flavor of premium coffee tasting... Experience is becoming a "new consumer content", and time is becoming a "new commodity unit". Zhang Xiaoxi, a researcher at the Institute of Economics of the Chinese Academy of Social Sciences, said, "Unlike the experience forms that relied solely on traditional service industries as added value in the past (such as hotel services and scenic area explanations), the current experience economy has achieved a qualitative leap." Industry experts analyzed that the current domestic experience economy has comprehensively covered multiple fields such as cultural tourism, retail business, education and training, and healthy living. Among them, the three major fields of cultural tourism, entertainment and social interaction, and new retail experience are becoming the main force leading market growth with their high acceptance, strong dissemination, and flexible business models among young consumer groups. In the field of cultural tourism, immersive experiences are becoming an important way to attract tourists. In Meilixing Village, Pu'er, Yunnan, although the handmade pizza experience project in the village's bakery costs up to 168 yuan, far higher than the average price of finished pizzas on the market, reservations are still very popular. In August of this year, the project's revenue was nearly 20000 yuan. What tourists want is not a ready-made pizza, but a handmade experience. ”Dai Xiaoyan, the person in charge of Beautiful Star Village, told reporters, "From kneading dough to baking, every step allows customers to deeply participate, which is the value that traditional tourism cannot replace." "Many customers have feedback that although the price is expensive, the handmade process allows them to truly integrate into local life, and this experience is' worth it '. ”Dai Xiaoyan added. The entertainment and social fields are also bursting with vitality. Music Festival Livehouse、 The formats of murder mystery and escape rooms are surpassing pure entertainment functions and becoming important experiential scenes for young people to release stress and build social networks. Taking this year's Dongguan Super Strawberry Music Festival as an example, it attracted 80000 music fans in three days, driving about 280 million yuan in cultural and tourism consumption. The venue not only features multiple stage performances, but also creates diverse experience spaces such as trendy interactive booths and fan support areas, upgrading the music festival from a performance venue to a comprehensive experience venue that integrates music, social and emotional connections. In addition to enjoying performances, what is even more precious here is meeting like-minded friends, "said Ms. Liu, a music fan." When fans sing and interact together, the collective resonance of emotions cannot be replaced by listening to music alone. "In the new retail experience track, physical commerce is upgrading from a simple shopping place to a composite space that integrates consumption, socializing, and leisure. The NIO House in Hangzhou is a typical representative of this trend. Here, car owners can not only taste city limited edition drinks at NIO Caf é, but also participate in handmade courses such as coffee latte art. The experience here has given me a strong identification with the brand, "said Mr. Li, the car owner." This unique community experience will be an important reason for me to choose NIO first when changing cars next time. "Data shows that as of August 23 this year, NIO centers have set up 176 seats worldwide, with a total of 74.07 million visitors. We are not just selling a car, but also a lifestyle with warmth. ”A NIO employee expressed the core concept, "Through diverse experiences such as coffee and handmade crafts, we hope to transform commercial spaces into emotional connections, allowing car owners to find a true sense of belonging here." Currently, China's experience economy is in a golden period of development with both "quantity increase" and "quality improvement". The explosion of the experience economy not only creates new consumption hotspots, but also marks the evolution of China's economic structure towards higher forms. Zhang Xiaoxi pointed out that the main challenge facing the experience economy is not insufficient demand, but the sustainability of supply side innovation. Some fields blindly follow the trend and have serious homogenization of content, leading to the easy disappearance of "internet celebrities" and the difficulty in finding "long-lasting celebrities"; Meanwhile, the experience process heavily relies on manual services, making it difficult to standardize and maintain quality in the long run. In addition, issues such as high investment, long cycles, and easy replication of creativity are also testing the core competitiveness and sustainable operational capabilities of business entities. In this context, Zhang Xiaoxi looked forward to the future development of the experience economy. She said, "In the future, the experience economy will continue to deepen in three directions - the integration of data and reality will drive the metaverse from concept to practice, artificial intelligence will bring more personalized experience services, and the value connotation of experience will also be elevated from the sensory level to emotional resonance and spiritual satisfaction." "It can be foreseen that a smarter and more humane experience economy landscape is unfolding. ”She added. (New Society)