作者 | 李含章 简洋洋 编辑 | 江江 视觉 | 顾芗 便利店的饮品柜里，曾经稳居C位的无糖茶饮，正在被功能饮料挤到角落。 公开数据显示，过去一年，功能饮料销售额增长超过即饮茶，成为国内增速最快的饮料大类。另有行业 数据表明，2024年能量饮料市场规模接近1400亿元，约是无糖茶饮规模的2倍。 功能饮料中，以东鹏特饮为代表的能量饮料，在过去十年间，实现了国内人均消费量的快速提升，从 2015年的人均不足1升，一路跃升至2024年的人均2.79升。 嘉世咨询数据显示，2019—2024年，中国功能饮料市场规模从1119亿元增长至1665亿元，五年增幅近 50%。 "这与之前功能饮料在整个饮料市场占比不高有关。"上海博盖咨询创始合伙人高剑锋告诉盐财经记者。 相比包装饮用水、碳酸饮料、果汁等传统饮品，功能饮料的市场渗透率相对较低，仍有相当多人从来没 有喝过或主动购买过功能饮料，使得在统计上，较低基数的品类增速会更加明显。 东鹏饮料也乘上了行业东风。国泰君安研报预测，2026年东鹏特饮收入将突破200亿，成为可口可乐、 红牛、农夫山泉后的又一个超级单品。 2014-2024年中国能量饮料市场规模及预测/图源：艾媒咨 ...

Core Viewpoint - The rise of "Su Super" has made event economy a crucial driver for stimulating consumer activity across various regions, with local governments organizing similar sports events to boost consumption and integrate sports with cultural tourism [1][2]. Group 1: Economic Impact of Sports Events - Sports events have a multi-faceted economic impact, driving not only ticket sales but also significantly boosting related industries such as accommodation, dining, transportation, and tourism [2]. - Since the launch of "Su Super" on May 10, the combined service revenue from tourism, travel, dining, accommodation, and sports reached 37.96 billion yuan, marking a 42.7% year-on-year increase [2]. - The influx of spectators during events creates a consumption surge in local businesses, benefiting the surrounding commercial areas [2]. Group 2: Digital Integration and Engagement - Regions are enhancing event visibility and participation through digital means, such as live broadcasts and second-screen experiences, to maximize the economic benefits of sports events [3]. - Initiatives like "Pengcheng Football Night" in Xuzhou leverage large screens to broadcast matches while hosting related activities, thus promoting nighttime economic growth [3]. Group 3: Extending the Economic Chain - Local governments are implementing "ticket economy" strategies, offering discounts on attractions and services to ticket holders, thereby encouraging extended consumer engagement beyond the event itself [4]. - For instance, during "Hebei Five Super," ticket holders can enjoy free access to local attractions, enhancing the overall experience and driving additional spending [4]. - The combination of sports events with cultural tourism initiatives aims to create a comprehensive consumer experience, promoting local identity and increasing city visibility [4].