未来经济新趋势：从产品消费转向“体验”与“情绪”消费-星度环球文化-教育宝

在灯光昏暗的密室逃脱中，年轻人正沉浸于解谜的乐趣，这不仅是游戏，更是通往另一世界的入口。随着“体验经济”在中国的蓬勃发展，密室逃脱、沉浸式剧场等新型娱乐方式正成为都市青年的新宠。它们以独特体验吸引追求社交联结与新鲜刺激的人群，背后是公众对生活新感受的渴望与商业创新的结合，预示着社会消费模式的深刻转变。In a dimly lit "escape room," 25-year-old Liu Yina and her friends race against the clock to solve a puzzle.在一个灯光昏暗的“密室逃脱”中，25 岁的刘怡娜和她的朋友们正与时间赛跑，试图解开谜题。To unlock the door, they need to figure out a four-digit password.为了打开门，他们需要破解一个四位数的密码。"Escape rooms aren"t just games, they"re portals to another world," she says.“密室逃脱不仅仅是游戏，它们是通往另一个世界的入口，”她说。"For two hours, I forget about deadlines and bills.“在这两个小时里，我可以忘记截止日期和账单。These moments enrich my life because the workweek routine can be so monotonous."这些时刻丰富了我的生活，因为工作日的日常实在太单调了。”"Escape rooms" are places where teams of players are given specific tasks, like finding clues or solving puzzles, in a limited amount of time.“密室逃脱”是指玩家团队在限定时间内完成特定任务，比如寻找线索或解谜的场所。This form of recreational activity falls into the category of the "experience economy," a term popularized by American authors B. Joseph Pine II and James H. Gilmore in a 1998 book of the same name.这种娱乐形式属于“体验经济”的范畴，这一术语由美国作家 B·约瑟夫·派恩二世和詹姆斯·H·吉尔摩在 1998 年同名书中提出并推广。They argued that businesses should focus on creating unique experiences for customers who are no longer content with buying material things but rather want to spend their money buying memorable experiences.他们认为，企业应专注于为顾客创造独特的体验，因为人们已不再满足于购买实物商品，而是更愿意为难忘的体验买单。The economy they described is flourishing in China.他们所描述的经济形态正在中国蓬勃发展。Many businesses now create sensory-rich interactions, tapping a public sentiment that emerged after the trauma of the coronavirus pandemic.许多企业如今打造感官丰富的互动体验，迎合了疫情创伤后公众对生活新感受的渴望。"After the lockdown and the home-office phase, I realized how important it is to get out, enjoy nature, interact with people, and engage in events and activities that bring me surprise and joy," said Liu.刘怡娜说：“经历了封控和居家办公阶段后，我意识到走出去、亲近自然、与人互动、参与带来惊喜和快乐的活动有多么重要。”Xu Xiaopeng, a senior director at Amazon China, put it this way: "People realized life is fragile.亚马逊中国高级总监徐晓鹏表示：“人们意识到生命的脆弱。Now, they chase moments that feel meaningful."现在，他们追求那些有意义的时刻。”In Shanghai, the "experience economy" is exemplified by activities such as virtual reality gaming and role-playing, immersive theaters, and escape rooms.在上海，“体验经济”通过虚拟现实游戏、角色扮演、沉浸式剧场和密室逃脱等活动得以体现。Last year, some venues in Shanghai reported monthly foot traffic exceeding 100,000 visitors.去年，上海一些场馆的月客流量超过 10 万人次。Indeed, the city has the highest density of "escape room" venues in China, with premium experiences priced at 300-500 yuan (US$40-$70) per session.事实上，上海是中国“密室逃脱”场馆密度*高的城市，高端体验每场收费在 300 至 500 元人民币（约合 40 至 70 美元）之间。Revenue from "escape room" grew an estimated 25 percent last year.去年，“密室逃脱”的收入估计增长了 25%。Interactive puzzle games in these venues allow participants a chance to step into themed narratives, where they may be asked to find missing keys or fix some mechanical systems within a certain time limit.这些场馆中的互动解谜游戏让参与者有机会进入主题化的故事情节中，在限定时间内寻找丢失的钥匙或修复某些机械系统。The operator of one of these rooms said, "Unlike passive forms of entertainment, escape rooms require engagement and teamwork, making them a favorite among people seeking unique social experiences."其中一家密室的运营者表示：“与被动式娱乐不同，密室逃脱需要参与和团队合作，因此深受追求独特社交体验人群的喜爱。”Immersive theater also affords people the chance to step out of their normal spheres of life.沉浸式剧场也让人们有机会跳脱日常生活的圈子。The immersive theater production "Sleep No More," an adaptation of Shakespeare"s "Macbeth," has attracted widespread attention in Shanghai.沉浸式剧场作品《不眠之夜》是对莎士比亚《麦克白》的改编，在上海引发了广泛关注。Such theaters break traditional boundaries between performers and audiences, allowing participants to physically explore a multi-sensory environment and even influence narratives.这类剧场打破了表演者与观众之间的传统界限，让参与者可以在多感官环境中自由探索，甚至影响剧情发展。"I feel like I am entering another world, which was an unforgettable memory," said one attendee after a few hours in an immersive theater.一位观众在沉浸式剧场体验数小时后表示：“我感觉自己进入了另一个世界，这是一次难忘的记忆。”According to the 2023 National Scripted Entertainment Industry Report, 84 percent of "escape room" users are aged 20–35, with 72 percent of them citing "social bonding" as the reason for their interest.根据《2023 年全国剧本娱乐行业报告》，84%的“密室逃脱”用户年龄在 20 至 35 岁之间，其中 72%的人表示参与的原因是为了“社交联结”。One enthusiast, 28-year-old Zhu Linxin, said she is expanding her social circle by attending workshops to learn new things like photography and acting.一位 28 岁的爱好者朱琳欣表示，她通过参加摄影和表演等工作坊来拓展社交圈。"I made lots of new friends through these kinds of activities," she said.她说：“我通过这些活动认识了很多新朋友。”"I feel more extroverted than before.“我觉得自己比以前更外向了。I think that experiencing new things enhances my self-image."我认为体验新事物提升了我的自我形象。”That kind of public craving for something different and exciting has made investment in the "experience economy" attractive.公众对新奇刺激体验的渴望，使得“体验经济”成为一个有吸引力的投资领域。Businesses that operate venues offering virtual reality entertainment and "escape rooms" secured significant funding last year, with industry investment growing at an estimated 40 percent a year.去年，经营虚拟现实娱乐和“密室逃脱”的企业获得了大量融资，行业投资年增长率估计达 40%。Also included in the "experience economy" are pet cafés, which have become popular in Shanghai.“体验经济”还包括宠物咖啡馆，这类场所近年来在上海颇受欢迎。These venues fuse the coffee culture with the rise in pet ownership.这些场馆将咖啡文化与日益增长的宠物养育潮流相结合。Some venues go beyond traditional dogs and cats to include more exotic pets like raccoons and rabbits.有些场所甚至不局限于传统的猫狗，还引入了浣熊、兔子等更具异域风情的宠物。The Kate and Douglas Pet Cafe in Xuhui District caters to people who don"t own pets, offering cloud interactions with animals.位于徐汇区的凯特与道格拉斯宠物咖啡馆专为没有宠物的人群提供“云吸宠”体验。A woman surnamed Ren said she goes to a cat café to "de-stress. The purring of cats is great therapy."一位姓任的女士表示，她去猫咖是为了“减压。猫咪的呼噜声是一种很棒的疗愈方式。”"Premium cat cafés in Shanghai charge 80 to 150 yuan per sitting, and some high-end locations report monthly revenues exceeding 200,000 yuan," one industry analyst said.一位行业分析师表示：“上海的高端猫咖每次收费在 80 至 150 元之间，一些高端场所的月收入甚至超过 20 万元人民币。”China"s government is encouraging businesses to focus on the "experience economy" in sectors such as tourism, retail, and entertainment.中国政府正在鼓励企业在旅游、零售和娱乐等领域聚焦“体验经济”。The 2024 Central Economic Work Conference, for example, prioritized "new consumption growth points," like immersive tourism.例如，2024 年中央经济工作会议将“新型消费增长点”如沉浸式旅游列为重点方向。Shanghai"s 14th Five-Year Plan (2021-25) emphasized cultural innovation and new models for consumer spending, including virtual reality, immersive entertainment, and related industries.上海“十四五”规划（2021-2025 年）强调文化创新和消费新模式，包括虚拟现实、沉浸式娱乐及相关产业。The "experience economy" is more than a trend; it"s a societal shift, according to Cao Yixia, deputy director of the Youth Academic Exchange Centre at Shanghai Academy of Social Sciences.上海社会科学院青年学术交流中心副主任曹亦霞表示，“体验经济”不仅是一种潮流，更是一种社会转变。"Tomorrow"s businesses won"t sell products; they"ll sell identity and belonging," she said.她说：“未来的企业将不再销售产品，而是销售身份与归属感。”综合来源：每日英语听力