“赛事流量”转为“消费增量” 全市重点商圈街区3天交易额26.2亿元

Core Insights - The event themed "Super League Final Night, City Carnival" in Nanjing successfully integrated commerce, culture, tourism, and sports, converting event traffic into consumer spending [1][2] - From October 31 to November 2, Nanjing's key commercial areas recorded a transaction amount of 26.2 billion yuan, a year-on-year increase of 20.1% [1] - On the day of the match, e-commerce platform Taobao Flash Sale in the Nanjing region saw a transaction volume increase of 92% and order volume increase of 155% compared to the previous year [1] Commercial and Tourism Impact - The influx of fans and tourists significantly boosted the restaurant and accommodation sectors, with a reported average occupancy rate of 85.9% for 35 monitored hotels from October 31 to November 1, up 4.9% year-on-year [2] - During the same period, foot traffic in monitored department stores and accommodation and dining businesses increased by 9.2% and 15.9% respectively [2] - The "second viewing site" expanded to over 100 locations, creating a multi-dimensional layout that connected core venues, commercial districts, and scenic spots, enhancing consumer engagement [2] Event-Driven Activities - Various themed activities were organized in key "second viewing site" areas, such as the "Follow 'Super League' to 'Read the City'" event, which attracted over 30,000 visitors and increased street area revenue by 40% [2] - The "Nanjing Literature Night" event at Jinling STYLE saw nearly 30,000 visitors, a 78% increase compared to the previous week [2] Online Consumption Growth - The city's commerce bureau collaborated with platforms like Meituan, Taobao, Didi, and Gaode to expand the issuance of digital consumption vouchers, with Taobao Flash Sale investing 50 million yuan in vouchers over three days [3] - On the day of the event, Meituan's overall transaction scale in Nanjing increased by 9.2%, with 20.7% of transactions coming from users outside the region, marking a 27.7% year-on-year growth [3]