2026北京两会|专访市人大代表，国家体育场有限责任公司党委书记、董事长相军：向文商旅体展深度融合“要场景”

Core Viewpoint - The National Stadium in Beijing is focusing on the deep integration of culture, commerce, tourism, and sports to boost domestic demand and enhance consumption, positioning itself as a key driver of the local economy and urban branding [3][4]. Group 1: Development Strategy - The National Stadium aims to create four typical consumption scenarios: brand promotion and display for enterprises, on-site sales of well-known brands, resource alliance for external output, and ticketing linkage to expand consumption boundaries [3]. - As a core symbol of the Olympic Center, the National Stadium is set to enhance regional vitality and international influence by hosting major international events, including the World Athletics Championships in 2027 [3][4]. Group 2: Economic Impact - The 15th Ice and Snow Season at the National Stadium achieved online ticket pre-sales of 500,000, significantly contributing to surrounding industries such as accommodation, dining, and tourism [4]. - Approximately 70% of attendees at sports events and performances are from outside Beijing, with a notable demographic of 70% being under 35 years old and 70% female, indicating strong consumption potential [4]. Group 3: Future Plans - In 2025, the National Stadium plans to host 56 large-scale events, attracting over 3 million ticket buyers and generating over 13.7 billion yuan in comprehensive consumption for Beijing [5]. - The number of large-scale events in 2026 is expected to exceed 65, with an anticipated attendance of around 6 million, alongside an additional 30 million free visitors [5]. Group 4: Consumption Chain Extension - During the 14th Five-Year Plan period, the National Stadium will deepen group development and enhance tourism quality, aiming for a revenue target of over 1.2 billion yuan by 2030 [6]. - The stadium will create multi-functional consumption scenarios, integrating various industries such as food and beverage, merchandise, and advertising to promote consumption [6]. Group 5: IP Development and Sustainability - The National Stadium is developing IP products, including a mascot and related merchandise, with projected sales exceeding 100 million yuan by 2025 [7]. - The stadium has established a comprehensive operational model that includes event planning, tourism services, and commercial management, achieving over 500 million yuan in revenue in 2025 while maintaining profitability [7].