2025.11. 21 本文字数：3167，阅读时长大约5分钟 作者 | 第一财经 宋婕 如何维持热度并融入大众文化生活，成为赛事IP走红后要继续探索的路。 在由粤港澳联合承办的第十五届中华人民共和国全国运动会（下称"全运会"）举办期间，吉祥物"喜 洋洋""乐融融"走红，并经由大众自发二次创作，摇身一变成为岭南名菜"玫瑰豉油鸡""白切鸡"的代 表。特许商品的主要销售市场是以大湾区为主。但经由网友二创的"大湾鸡"，已通过互联网传播走向 更大的市场，成为新型"社交货币"。 吉祥物周边热门款卖到断货 全运会举办期间，家住深圳的肖先生收到了来自北京的朋友的委托，帮忙去寻找一款会吐泡泡的全运 会纪念玩具。他表示："朋友指定的这一款在线上买不到，线下排队也难买。最后还是多方打听，找 了一位广州的朋友，得到了对方家中仅剩的一个同款。" 这款会吐泡泡的玩具是本届全运会纪念品中的"顶流"，不少线下特许门店早就已缺货数日。除此之 外，还有搪瓷杯等产品也卖到断货，成为社交平台上大家求购攻略帖中的常客。 值得关注的是，作为玩具和纪念品的制造大省，广东抓住了全运会吉祥物走红的流量，转化为了销售 成果。据公开资料，十五运会共设立特许零售 ...

赛事IP与城市文化、消费趋势、年轻表达结合。 如何维持热度并融入大众文化生活，成为赛事IP走红后要继续探索的路。 在由粤港澳联合承办的第十五届中华人民共和国全国运动会（下称"全运会"）举办期间，吉祥物"喜洋洋""乐融融"走红，并经由大众自发二次创作，摇身一 变成为岭南名菜"玫瑰豉油鸡""白切鸡"的代表。特许商品的主要销售市场是以大湾区为主。但经由网友二创的"大湾鸡"，已通过互联网传播走向更大的市 场，成为新型"社交货币"。 吉祥物周边热门款卖到断货 全运会举办期间，家住深圳的肖先生收到了来自北京的朋友的委托，帮忙去寻找一款会吐泡泡的全运会纪念玩具。他表示："朋友指定的这一款在线上买不 到，线下排队也难买。最后还是多方打听，找了一位广州的朋友，得到了对方家中仅剩的一个同款。" 这款会吐泡泡的玩具是本届全运会纪念品中的"顶流"，不少线下特许门店早就已缺货数日。除此之外，还有搪瓷杯等产品也卖到断货，成为社交平台上大家 求购攻略帖中的常客。 元隆雅图获本届全运会特许生产与特许零售资质，其特许商品业务板块负责人迂方明在接受第一财经记者采访时表示，本届全运会由粤港澳三地联合举办， 线下零售商店的顾客主要是当地市民和前来观 ...

"我们门店多款纪念品已经售罄，购买要等晚上补货。"元隆雅图佳兆业店负责人王国挺对中新经纬表示。今年国庆节以来，广州市城市景观、马路、绿化 带等随处可见吉祥物"喜洋洋"和"乐融融"，很多特许商品都火爆出圈了。 有网友笑称，"大湾区有自己的Labubu。" 穿新衣 第十五届全国运动会(以下简称"十五运会")近日在广州开幕，这是首次由粤港澳三地联合举办的全国运动会（以下简称"全运会"）。两个吉祥物以"海上 国宝"中华白海豚为原型，分别取名喜洋洋、乐融融，寓意喜气洋洋、其乐融融、团圆和美。 飞机降落广州白云机场，初冬的寒意被温暖的阳光瞬间驱散，随处可见各种姿态的十五运会吉祥物更让这座繁华大都市洋溢着热烈赛事氛围。 从机场去往广州地标"小蛮腰"的路上，偶遇绿化带放置的大号吉祥物喜洋洋和乐融融，掏出设备抢拍之际，网约车司机称，"不用急，路上'大把'(粤语， 指很多)，广州举办全运会花了不少心思。"司机话音刚落一会儿，路旁又掠过一组大型吉祥物。 游客和市民排队拍照 中新经纬 陈俊明摄 广州新中轴线核心节点的花城广场放置有击剑、篮球、拳击、滑板、射击等多款全运会吉祥物，来自天南海北、不同肤色、不同年龄的游客和市民在此拍 照留 ...

Core Insights - Lisheng Sports reported a revenue of 272 million yuan for the first half of 2025, a year-on-year increase of 21.94%, with a net profit of 15.32 million yuan, up 11.97% [1] - The second quarter of 2025 saw a remarkable net profit increase of 319% compared to the same period last year [1] Revenue Breakdown - The core business of sports event management generated 192 million yuan in revenue, a 30.2% increase year-on-year, accounting for 70.62% of total revenue [1] - Revenue from sports venue operations reached 67.17 million yuan, up 22.74% year-on-year, with a revenue share of 24.72% [1] International Expansion - Lisheng Sports successfully expanded its international presence, achieving 141 million yuan in overseas revenue, a 16.41% increase, making up 52.05% of total revenue [2] - Domestic revenue was 130 million yuan, reflecting a 28.57% increase, with a revenue share of 47.59% [2] New Opportunities in Golf - The company has become the exclusive official operator of the China Men's Professional Golf Tour, planning over 20 events across various cities [3] - Seven events have already been successfully held, attracting over 200 top domestic and international golfers [3] Hainan International Circuit Project - The Hainan International Circuit project is under construction, with an investment of 184 million yuan, aimed at becoming a key player in the new energy vehicle experience sector [4] - The project is expected to enhance Lisheng Sports' visibility and influence in the new energy vehicle and motorsport fields [4] Policy Support and Future Strategy - The company is aligning with national policies to boost sports consumption and industry development, focusing on expanding tourism and quality event offerings in Hainan [5] - Lisheng Sports aims to create a comprehensive service platform for sports consumption, ensuring sustainable and rapid growth [5]

Core Viewpoint - Lisheng Sports has demonstrated strong financial performance in the first half of 2025, driven by increased revenue from overseas events and venue operations, indicating effective execution of its internationalization strategy [1][2]. Financial Performance - In the first half of 2025, Lisheng Sports achieved operating revenue of 272 million yuan, a year-on-year increase of 21.94%, and a net profit attributable to shareholders of 15.32 million yuan, up 11.97% [1]. - The second quarter saw a remarkable net profit surge of 319% compared to the same period last year [1]. Business Segments - The core business of sports event management generated 192 million yuan in revenue, reflecting a 30.2% year-on-year increase, accounting for 70.62% of total revenue [1]. - Venue operations contributed 67.17 million yuan, with a 22.74% increase, raising its revenue share to 24.72% [1]. International Expansion - Lisheng Sports has successfully expanded its international presence, with overseas revenue reaching 141 million yuan, a 16.41% increase, making up 52.05% of total revenue [2]. - The company has hosted various racing events across multiple regions in China, enhancing its domestic market presence [2]. New Opportunities in Sports - The company is exploring new opportunities in the sports sector by expanding its IP operations into golf, having become the exclusive official operator for the China Men's Professional Golf Tour [3]. - Lisheng Sports has successfully organized seven golf events by mid-2025, attracting over 200 top domestic and international players [3]. Strategic Projects - The company is advancing the construction of the Hainan International Circuit, with an investment of 184 million yuan, positioning it as a key project for the development of the automotive and tourism sectors in Hainan [4]. - The circuit aims to enhance Lisheng Sports' visibility and influence in the new energy vehicle and motorsport sectors [4]. Policy Alignment - Lisheng Sports is aligning its strategies with national policies aimed at boosting sports consumption and industry development, particularly through the Hainan International Circuit project [5][6]. - The company is focused on creating a comprehensive service platform for sports consumption, leveraging policy support for sustainable growth [6].

Financial Performance - In 2024, the company achieved an operating revenue of 441 million yuan, a year-on-year increase of 8.77% [1] - The net profit attributable to shareholders and the net profit after deducting non-recurring gains and losses significantly narrowed compared to the previous year [1] - The gross profit margin was 23.12%, an increase of 1.23 percentage points from 2023 [1] - The net cash flow from operating activities surged by 1168.76% to 105 million yuan [1] - In Q1 2025, the company reported an operating revenue of 108 million yuan, a year-on-year growth of 3.27%, with a gross profit margin rising to 30.08% [1] Strategic Development - The company is focusing on the "bringing in" and "going out" strategy to strengthen its market position in event IP operations [2] - It has successfully introduced and operated several international events, including the FE Shanghai Station and TCR Asia [2] - The company operated a total of 112 events at various levels throughout the year, adding 8 new events, including the "FIA Australian Formula 4 Championship" [2] - The company's self-owned event IP, GTSC, has been upgraded to "China GT" with official authorization, expanding its automotive event matrix [2] Technological Innovation - The company is advancing sustainable development through technological empowerment, showcasing innovations in electric racing and autonomous driving systems [3] - The electric racing car, Dongfeng Yipai eπ007, successfully completed its first track test, demonstrating excellent performance [3] - The company is also developing a new energy vehicle experience center and plans to launch the E-TCR electric racing championship in 2025 [3] Industry Outlook - The sports industry in China is projected to reach a total scale of 5 trillion yuan by 2025, supported by government policies promoting sports development [4] - Recent government initiatives encourage the integration of sports with tourism and the hosting of various sports events to stimulate consumption [4] - The company is well-positioned to leverage industry trends and enhance its competitive edge through strategic partnerships and resource integration [5] Future Prospects - With top-level policy support and the company's strategic initiatives, there is potential for significant market opportunities and performance growth [6]