This spring, a fresh vitality is surging through the consumer market, creating a particularly captivating atmosphere. Some are boarding helicopters to enjoy the novelty of viewing blossoms from above through VR experiences; others are queuing for hours just to experience the slow-paced life of offline "bead art" crafting; many are visiting film and television towns to immerse themselves as characters from their favorite shows; and numerous individuals are traveling to specific cities solely for a particular performance... The quiet rise of the experience economy is not only refreshing consumer scenarios but also demonstrating significant developmental potential.
This potential manifests in two dimensions. For the average consumer, it represents the latent demand for fulfilling spiritual aspirations and enhancing the quality of life. For the broader economic landscape, it signifies the potential to drive the upgrade of domestic demand and broaden the pathways for growth. Understanding these two layers of potential allows for a clearer view of the current trend of consumption upgrading and helps identify new engines for sustained domestic demand growth.
The willingness of consumers to pay for experiential offerings ultimately stems from how well it aligns with the public's yearning for a better life and the profound shift in consumption logic. In the past, consumption emphasized "buying goods," with the core logic centered on the material aspect of "what one owns." Today, more people are shifting towards "buying experiences," placing greater importance on the spiritual aspect of "how one feels." From young people paying a premium for "first-time experiences" and "atmosphere" to anime enthusiasts opting for customized Cosplay companionship services, and parents eager to take their children to try various metaverse VR projects—behind these seemingly diverse consumption behaviors lies a clear and rational logic: consumers are no longer satisfied with passively receiving goods and services. They increasingly crave active participation, deep interaction, and personalized expression. This represents not just an iterative upgrade in consumption patterns but also a vivid reflection of evolving lifestyles and value pursuits.
The immense potential of the experience economy lies further in its ability to unlock vast new consumption spaces, making it a key force in stimulating domestic demand and promoting the qualitative enhancement and efficiency of consumption. The latest statistical data shows that in the first two months of this year, China's service retail sales increased by 5.6% year-on-year, significantly higher than the 2.8% growth rate of total retail sales of consumer goods. Taking Guangzhou as an example, during the 2026 Spring Festival period, the proportion of service-based and experience-based consumption in the city rose to 58.3%, surpassing goods consumption for the first time, with consumers showing significantly higher acceptance of "first releases, limited editions, exclusives, and high-quality" offerings. This shift is a vivid illustration of the continuous release of domestic demand potential and the ongoing optimization of the consumption structure.
More notably, when consumers travel to a city for a performance or linger for an immersive experience, the impact extends far beyond single ticket sales. It drives synergistic growth across the entire chain, including catering, accommodation, transportation, cultural creativity, and retail, truly achieving the effect of "one thriving industry invigorating a hundred others." This aligns closely with the development philosophy outlined in the national "15th Five-Year" plan, which emphasizes "using new demand to guide new supply, and using new supply to create new demand." The experience economy, by creating new scenarios and novel activities, activates latent consumer demand and fosters a virtuous cycle between consumption and investment, as well as supply and demand, thereby continuously injecting endogenous momentum into the smooth circulation of the domestic economy.
Of course, for this "potential" to be sustainably released and the "vitality" to persist, the key lies in continuous innovation and meticulous operation. As consumer demand evolves from "check-in tourism" towards "deep immersion," the supply side must adapt accordingly, tailoring offerings to the times and local conditions, and refining operations with precision. Successful examples include the Wing Chun experience courses offered by martial arts schools in Foshan, Guangdong, and the pottery-making experiences provided by homestays in Jingdezhen, Jiangxi, both of which excel by deeply leveraging local cultural characteristics. Only by deeply excavating regional cultural heritage, closely aligning with points of public emotional resonance, and constantly refining content quality and service experiences can the experience economy avoid the trap of homogenized competition, break free from the predicament of "one-off consumption," and achieve the leap from "sudden popularity" to "enduring success."
The shift from "buying goods" to "buying experiences," while superficially an upgrade in consumption patterns, fundamentally reflects the vitality and resilience of China's vast market. It connects, on one end, to people's aspirations for a high-quality life, and on the other, to the momentum of the Chinese economy advancing towards innovation. It is hoped that more cities and industries will dedicate themselves to thoroughly mastering the essence of "experience." What we will witness then is not just impressive figures on the consumption ledger, but a vibrant, high-quality future of development filled with substance.
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