Group 1 - The "Liao Super" has successfully created a football craze in Liaoning, with 63 matches held over 72 days, contributing to the revitalization of local football and the economy [1] - The event serves as a catalyst for urban consumption, showcasing the vitality of Liaoning cities and promoting the popularization of football [1] - The upcoming third edition of "Liao Super" will emphasize the concept of "home ground" and introduce new models such as "football + economy" and "football + culture and tourism" [1] Group 2 - The inaugural "Northeast Super" is being planned, involving collaboration among the governments of Liaoning, Jilin, Heilongjiang, and Inner Mongolia, aiming to enhance regional cooperation through football [2] - The Northeast region has a strong foundation for hosting football events, with the "Liao Super" and other local competitions generating significant interest [2] - "Northeast Super" will break regional limitations, promoting grassroots football development and showcasing the hospitality of Northeast people [2] Group 3 - The development of grassroots football is on the rise, with Liaoning continuing to contribute to the revitalization of Chinese football [3]

Core Viewpoint - The third edition of the Liaoning Province Urban Football League ("Liaoning Super League") is set to undergo significant upgrades, with a focus on new schedules and initiatives to inject vitality into the provincial football event [1] Group 1: Event Structure and Goals - The 2026 Liaoning Super League will be co-hosted by the Liaoning Provincial Sports Bureau and local municipal governments, with a goal of creating a comprehensive football competition system across the province [1] - The league aims to achieve three main objectives: systematic development, brand establishment, and integration [1] - The tournament will cover all 14 prefecture-level cities in Liaoning, featuring a single round-robin format in the regular season, with the top eight teams advancing to knockout rounds to compete for the championship [1] Group 2: Brand Development and Economic Impact - The Liaoning Super League is moving towards becoming a "Liaoning Football Festival," focusing on new models that integrate "football + culture and tourism" and "football + economy" [1] - The event is expected to drive urban consumption and showcase the unique vitality of cities in Liaoning [1] - The comprehensive upgrade of the Liaoning Super League is seen as a crucial step in promoting the popularity and improvement of football, as well as injecting new momentum into the overall revitalization of Liaoning [1]

Core Insights - The "Mengchao" (Inner Mongolia Super League) has successfully engaged over 45,000 fans in Hohhot, with 24.55 million viewers watching live broadcasts and 4 million people attempting to purchase tickets, generating a total consumption of 4 billion yuan [1][12] Group 1: Economic Impact - The league has significantly boosted local economies, with restaurants and food streets experiencing increased patronage on match days, such as a 40% surge in orders for local dishes after games in Chifeng [8][10] - The ticketing system has transformed into a means of driving additional revenue, with various cities offering packages that combine match attendance with local tourism experiences, effectively turning tickets into "passports" for broader consumption [10][12] Group 2: Cultural Integration - "Mengchao" serves as a platform for cultural exchange among the 12 participating cities, with local traditions and cultural symbols being highlighted during matches, enhancing cultural recognition by 47% [7][8] - The integration of traditional performances, such as the "Hao Laibao" during halftime, has captivated audiences and contributed to a vibrant atmosphere, showcasing the rich cultural heritage of Inner Mongolia [7][8] Group 3: Community Engagement - The league has fostered a sense of community, with cities collaborating and supporting each other, exemplified by the exchange of local specialties and mutual support among players [4][8] - Local businesses have actively participated in the event, providing services and amenities for fans, which has improved urban management and community cohesion [4][8]

Investment Rating - The report maintains a "Positive" outlook on the social services industry, indicating that it is expected to outperform the overall market performance [3][4]. Core Insights - The Jiangsu Urban Football League ("Su Chao") has emerged as a phenomenon, generating significant economic activity and consumer engagement, with over 110 billion views on related topics on short video platforms and 95.2% awareness among Jiangsu residents [3][8]. - The league has stimulated local consumption, with a 6.3% year-on-year increase in retail sales in May and a staggering 305% increase in scenic area bookings [3][11]. - Nanjing Tourism, a local cultural tourism enterprise, has seen substantial sales from its "Su Chao Viewing Tour" package, achieving over 12 million yuan in sales during the Dragon Boat Festival [3][11]. - The company plans to invest 60 million yuan to establish a hotel management company, further integrating football and cultural tourism [3][11]. Summary by Sections 1. Leveraging Su Chao for Nanjing Tourism's Transformation - "Su Chao" has become a significant IP, igniting consumer enthusiasm and enhancing local tourism [8][11]. - The league has increased the average stay of fans from 1.2 days to 2.5 days, boosting local food searches and tourism-related sales [3][8]. 2. Weekly Review of Leisure Services Industry - The social services index rose by 0.74% from June 30 to July 4, outperforming the broader market [3][4]. 3. Company Announcements - Nanjing Tourism has been actively restructuring, transitioning from a textile company to a cultural tourism platform, with significant acquisitions and management agreements in place [4][15]. 4. Industry Major Events Review - The report highlights the increasing integration of cultural and tourism assets within the leisure services sector, driven by events like "Su Chao" [3][4]. 5. Valuation of Key Industry Companies - The report provides detailed valuations for key players in the human resources, tourism, hotel, and restaurant sectors, indicating a positive outlook for these industries [3][40].

Core Viewpoint - Despite poor performance in the "Su Super" league, Changzhou has become a hot topic online, leveraging its situation to boost local tourism and cultural initiatives [3][7]. Group 1: Performance and Public Perception - Changzhou team has not scored any points or goals in the league, leading to humorous online commentary [1][3]. - The city has turned its losses into a marketing opportunity, introducing affordable ticket packages and promoting local cuisine [3]. Group 2: Government Initiatives - The Changzhou government has launched a three-year action plan (2025-2027) aimed at developing football, focusing on youth engagement and community sports [7]. - The plan emphasizes the integration of sports with cultural tourism, aiming to enhance public participation in football [9][10]. Group 3: Historical Context and Future Plans - Changzhou has previously recognized the importance of football development, with initiatives dating back to 2021 aimed at promoting school football and attracting professional talent [8]. - The city aims to address issues like talent outflow and weak youth training systems by connecting school football with professional training [8][10]. Group 4: Economic Impact and Market Potential - Football is seen as a significant economic ecosystem, with a large potential fan base in China, estimated at 187 million urban football fans [9]. - The integration of football with tourism and sports consumption could create new economic opportunities for Changzhou [9][10].