今年群众性体育运动的高参与度，成为体育市场的一大亮点。在湖南永州这座小城，在正式比赛前，甚至都没有一个正规的赛事足球场。但经过短短两三个 月，这里却成为不少游客争相打卡的新目的地，体育场的"绿茵经济"也为当地拓展出更多新的消费业态。 球场赛事正酣，球迷们热情似火。但谁也想不到，这个球场竟然只用50多天就翻新成如今的样子。原先由于座位有限而抢不到票的球迷，一度都坐在树上观 赛，或者是垫着砖头踮起脚看比赛。而现在足球场的座位多达15000多个，吸引了不少外地游客。 湖南省足球联赛永州赛区新闻官 胡颖莹：我们的礼包也在不断地升级，之前我们展示的是农特产品，现在我们就挑选了一些像玩具文创产品等等。 从"一袋小橘子果干"到一个"自主IP文创产品"，今年，体育文创产业在永州萌出了新芽。距离球场不远的这个创意工作室内，设计人员刚刚完成一款新的潮 玩手办。 吸引游客的不仅是赛事，摆在座位上的赛事礼包也充满了玄机。 永州市壹禾生态文化创意传播有限公司项目部经理 王春琴：我们延伸了一系列的文创产品，足球的钥匙扣，纪念卡，还有冰箱贴。我们现在大概有十五六 款产品了。 在永州，当地以体育赛事为媒介，更多新的消费业态正在不断满足游客的 ...

Group 1 - The high participation rate in mass sports by 2025 is a significant highlight for the sports market, with local economies benefiting from new consumption models driven by sports events [1] - In Yongzhou, a city in Hunan, a previously inadequate football field was transformed in just over 50 days, increasing seating capacity to over 15,000 and attracting many tourists [4] - The local football league has upgraded event packages to include not only agricultural products but also creative cultural products, enhancing the overall visitor experience [6][9] Group 2 - The newly renovated Songjiazou Ecological Sports Park offers diverse sports activities, including paragliding, which has attracted many consumers [12] - During the event period, hotel bookings in Yongzhou increased by 87% compared to the same period in 2024, with total tourism-related consumption exceeding 620 million yuan [16] - The local economy was boosted by nearly 8 million visitors, generating approximately 1.2 billion yuan in consumption, showcasing the dual empowerment of event economics and regional consumption [18] Group 3 - The national investment of 5.65 billion yuan during the 14th Five-Year Plan supports the free or low-cost opening of public sports venues, leading to a significant increase in per capita sports facility area [19] - New service consumption models, such as "sports delivery," are emerging in urban and rural areas, facilitated by the development of pocket parks that provide essential fitness facilities [21][24][26] - The number of indoor ski resorts in China has increased from 5 in the 2013-2014 season to 79 in the 2024-2025 season, reflecting the rapid growth of the ice and snow economy [33] Group 4 - Innovative sports experiences are expanding consumption models, with extreme sports parks in Guizhou attracting over 300,000 visitors and generating over 35 million yuan in revenue, doubling from the previous year [45] - Guangdong's Shantou city is leveraging its coastal resources to promote water sports and cultural tourism, enhancing visitor engagement and extending their stay from 1.5 days to 2.2 days [51] - The integration of sports and cultural tourism has led to a significant increase in nighttime consumption, with hotel occupancy rates exceeding 95% during events [49][51]

Group 1 - Xi'an is leveraging its cultural and tourism resources to provide a "sports + culture + tourism" one-stop service for athletes, spectators, and tourists during major sports events [1][5] - The Chinese synchronized swimming team performed a routine inspired by the Terracotta Warriors, showcasing traditional Chinese culture and achieving high praise from judges [2][3] - The city has seen a rise in sports consumption, with the number of large-scale sports industry enterprises increasing from 6 to 13 within a year [3][4] Group 2 - The Xi'an Marathon and the World Swimming Federation Diving World Cup generated a total consumption of 320 million yuan, with sports consumption vouchers leading to over 30 million yuan in spending [4] - The 2026 AFC U23 Asian Cup qualifiers attracted over 2.3 million spectators, with 25.7% coming from outside Shaanxi province, contributing significantly to local tourism and economy [6][7] - The "情满长安" tourism brand has successfully driven consumption exceeding 7.93 billion yuan through various events and activities [6][7]

Group 1 - The State Council emphasizes the importance of developing the sports industry and consumption as part of the strategy to expand domestic demand, aiming to increase the supply of sports products and enhance the quality of the sports industry [1] - The 15th National Games, being held in the Guangdong-Hong Kong-Macao Greater Bay Area, is expected to boost the sports industry and consumption market, aligning with the government's strategic goals [1] - Yuanlong Yatu, as the official licensed merchandise producer and retailer for the National Games, is actively responding to policy directions and event demands by opening multiple retail stores in Hong Kong and Macau [1][2] Group 2 - The 15th National Games marks the first time the event is jointly hosted by Hong Kong and Macau, creating a significant historical milestone [2] - Yuanlong International has launched over a hundred official licensed products in Hong Kong, including unique items that blend local culture with sports elements, enhancing the event's appeal [2] - In Macau, the first licensed store opened on August 1, with plans for further expansion to increase the event's presence in daily life [2] Group 3 - The licensed products serve as a bridge between the sports event and Hong Kong's unique culture, providing a way for citizens and tourists to engage with the sporting spirit [3] - The mascots of the event are inspired by the Chinese white dolphin, symbolizing the connection between sports and cultural significance [3] Group 4 - Yuanlong Yatu has extensive experience in IP operation and licensed merchandise development, having participated in numerous major sports events, showcasing its comprehensive operational capabilities [4] - The simultaneous opening of multiple stores in Hong Kong and Macau is a key practice for the company's retail strategy and international expansion [4] - The National Games is not only a sports event but also a cultural celebration, with Yuanlong Yatu aiming to transform the event's spirit into tangible cultural experiences [4]

Core Points - The opening ceremony of the first licensed retail store of TEAM CHINA in Northwest Shandong took place on August 8, coinciding with National Fitness Day [1] - This store is the 31st licensed store opened nationwide since the launch of the TEAM CHINA licensing program and the first in the Northwest Shandong region [3] - The store is located at 576 Xinglong South Street, Dezhou City, Leling, and aims to integrate Chinese sports spirit with local sports culture, enhancing sports consumption and upgrading the sports industry in Leling [3] Product Offering - Over 800 licensed products of TEAM CHINA are currently available, including badges, figurines, plush toys, and stationery, with the "Panda Buddy" character being particularly popular among consumers [5] - The product development focuses on meeting cultural needs and enhancing the spiritual strength of the people, continuously enriching product categories and improving quality [5] - The store features a new product, the "'Ping' Powerful" keychain, designed around table tennis, which has received positive feedback for its functionality and design [5] Community Impact - The opening of the licensed retail store will provide local citizens and tourists with an immersive experience of TEAM CHINA's sports atmosphere and a place to purchase quality sports cultural products [5] - This initiative is expected to further promote and disseminate the Chinese sports spirit in the Northwest Shandong region [5]