吸睛易吸金难，电竞赛事流量如何“变现”？

Core Insights - The esports industry in China is experiencing significant growth, with a reported revenue of 12.76 billion yuan in the first half of 2025, marking a 6.1% year-on-year increase, and a user base nearing 493 million, up by 0.59% [1] - The esports sector is increasingly recognized for its ability to enhance cultural offerings and stimulate diverse consumption, with a 1% increase in esports revenue correlating to a 0.47% rise in video game revenue and a 0.076% boost in GDP [2] - The industry is undergoing a transformation as early-stage capital withdrawal has led to unclear profit models, causing some esports clubs to face operational challenges [1][2] Industry Development - Jiangsu province is exploring the development of an event economy through esports, focusing on empowering and driving the physical economy [2] - The esports market in China is projected to exceed 300 billion yuan by 2026, potentially driving surrounding industries to surpass 1 trillion yuan [8] - Suzhou has established itself as a hub for the esports industry, with a strong foundation in digital products and precision manufacturing, leading to a deep integration of esports with local industries [9] Club Operations and Profit Models - The Hero Jiuqing Club in Nantong has adopted a multi-faceted operational model, moving away from reliance solely on prize money, which has proven insufficient for sustainability [5][6] - The club has successfully attracted over 10,000 visitors through various events, significantly boosting local commerce [5] - The club's IP character "Jiujiang" has garnered over 200,000 registered users, contributing to the development of a fan economy [6][7] Fan Engagement and Experience - Fans are willing to spend significantly on live events, with one attendee reporting expenses nearing 3,000 yuan for a single event, including tickets, travel, and merchandise [4] - The club's ticket sales are highly successful, with tickets priced at 220 yuan selling out within 20 minutes, indicating strong demand among younger audiences [7] - The club engages fans through various activities, including meet-and-greets with players and exclusive merchandise sales, enhancing the overall fan experience [4][7] Future Prospects - The esports industry is expected to continue evolving, with clubs needing to remain agile in identifying and nurturing new gaming trends to stay competitive [7] - The integration of esports with other sectors, such as AI and hardware manufacturing, is seen as a pathway for further growth and innovation within the industry [10][11] - Local governments are providing financial support and incentives to attract esports clubs and startups, fostering a conducive environment for industry expansion [11][12]