从“苏超”出圈透视赛事经济

Core Insights - The Jiangsu Province Urban Football League ("Su Chao") has gained significant popularity, attracting over 180,000 spectators and generating billions in online engagement [1] - The event has transformed ticket sales into a "consumption pass," leading to a 305% year-on-year increase in tourist site bookings in Jiangsu [1] - The economic model of "Su Chao" exemplifies innovative event economics, effectively converting sports enthusiasm into broader consumer activity [1] Group 1: Economic Impact - The multiplier effect of event economics is evident, where a single event can drive multiple times the economic growth compared to its investment [1] - For instance, after a match in Nanjing, searches for local delicacies surged by 74%, and orders for specific dishes increased by 58% [1] Group 2: Long-term Consumption Growth - The event's theme IP continues to drive consumption post-event, as seen with the success of merchandise like commemorative badges and exclusive blind boxes [2] - The "Village Super" event in Guizhou attracted over 17 million visitors from 2023 to 2024, showcasing the long-term potential of sports events to sustain consumer interest [2] Group 3: Cross-industry Integration - The integration of sports with tourism, commerce, and entertainment creates new consumer experiences and business models [2] - In Beijing, Olympic venues have been repurposed to include various attractions, enhancing visitor engagement and spending [2] Group 4: Full Chain Activation - The event economy stimulates the entire industry chain, from venue construction to service procurement, boosting sectors like construction, media, and hospitality [3] - For example, during the Dragon Boat Festival in Foshan, tourist numbers increased by 52.69%, demonstrating the economic benefits of hosting sports events [3] Group 5: Collaborative Effects - The interconnected effects of multiplier, integration, and activation are not isolated but work together to enhance consumer engagement [3] - The synergy between ticket sales and local business promotions exemplifies a new paradigm for expanding and improving the consumer market [3]