本报记者 刘萌 "原本只是计划去青岛看张杰的演唱会，没想到凭票根能享受这么多优惠，就在青岛待了整个周末。"来自北京的小李在接 受《证券日报》记者采访时兴奋地说："逛崂山风景区可享半价，星级酒店享受八折起，还有许多餐厅提供演唱会票根就有专 属优惠，这一趟走下来值了。" 今年以来，"票根经济"迅速崛起，成为推动城市消费增长的新模式。记者注意到，多地通过将演出、体育、交通等票务凭 证与景区、酒店、餐饮等多场景优惠绑定，凭一张票深度游览一座城，将一次性消费转化为持续消费链条，显著提升了消费频 次。 国研新经济研究院创始院长朱克力在接受《证券日报》记者采访时表示，"票根经济"通过"以票为媒"构建消费闭环，成为 促消费的关键纽带。这首先体现为消费场景的串联，比如，今年北京国际电影节期间观众凭票根可逛博物馆、享商圈优惠，将 单次观影转化为多场景消费；进一步看，这也激活了关联产业，打破行业壁垒。比如，多地探索体育赛事票根关联餐饮、旅 拍、住宿等。一张票根将原本孤立的产品或服务串联起来，为消费者提供了更丰富的选择，吸引消费者积极参与消费，延展了 消费链条。 从各地实践来看，首次购票的消费体验决定了消费者是否有后续的消费意愿，而 ...

全运会观赛之余，观众在大湾区来场说走就走的城市漫步；四川省城市足球联赛（"川超"）球迷在比赛后涌向当地特色美食店；上海演唱会 散场后，观众凭票在咖啡店品尝赠饮并小聚…… 近期，类似场景在多地频频上演。消费者在赛事或演出结束后，并不急着离开，而是沿着票根延伸的路径继续体验城市，小小票根成为激活 消费的"金钥匙"。 小小票根延伸消费链条 不久前，从江西赶来观看全运会赛事的程女士打卡了广州多个地标，还特别游览了广州动物园，因为持赛事票观众可免门票入园。这趟广东 行，她因优惠政策省了不少钱。 11月20日，一名观众在全运会棒球比赛现场展示自己的票根。新华社记者霍思颖 摄 受赛事活动、票根政策等提振，赛事举办地相关消费增长显著。抖音生活数据显示，全运会开幕首周，广州、深圳餐饮消费同比均增长140% 以上。 "川超"同样火热。来自凉山的球迷罗伟随队到乐山"远征"，一边看球一边品尝本地甜皮鸭等特色美食。"我们不仅可以为自己的球队呐喊助 威，拿着门票还能打折，品尝美味，游览美景。"他说。 据统计，"川超"分区赛期间，在一系列配套政策带动下，乐山主城区接待游客44.21万人次，同比增长24%。 "川超"乐山"味道非常队"主场馆 ...

Core Viewpoint - The emergence of "ticket root economy" during the National Day and Mid-Autumn Festival is transforming sports event tickets into versatile discount vouchers, linking sports enthusiasm with urban consumption [1][2]. Group 1: Ticket Root Economy - The ticket root economy is changing traditional consumption patterns by turning tickets from a "final proof of purchase" into a "starting proof of purchase," promoting a shift from single consumption to a chain experience [2][4]. - Events like the 2025 China Open and WTT China Grand Slam are leveraging this economy, allowing ticket holders to access discounts at various merchants and attractions [3][4]. Group 2: Multi-Industry Connection - The core of the ticket root economy lies in its ability to connect different industries, forming a complete consumption chain that extends beyond just watching a game to include dining, transportation, and tourism [4]. - This model effectively breaks down barriers between various consumption scenarios, transforming spectators into active participants in the city's experience [4]. Group 3: Benefits to Stakeholders - For consumers, the ticket root economy enhances the viewing experience by providing tangible benefits and maximizing the value of a single ticket [4]. - For businesses and event organizers, it serves as a strategy to convert "traffic" into "retention," guiding post-event crowds to partner businesses and stimulating secondary consumption [4]. - For cities, it acts as a promotional tool, showcasing local resources and creating a vibrant image that extends the economic impact of short-term events [4].

Core Insights - The "Zhe BA" basketball league in Shaoxing has successfully engaged local communities and boosted economic activity through various promotional strategies and events [1][2][3][4] Group 1: Event Impact - The first home game of the Shaoxing team attracted nearly 10,000 fans to the Shaoxing Olympic Sports Center, indicating strong local interest in the league [2] - The local government issued over 60 million yuan in consumption vouchers to stimulate spending around the event, benefiting various market participants [2] Group 2: Cultural Integration - Shaoxing has creatively integrated local culture with the basketball events, using media to promote regional specialties and create buzz around the league [3] - The concept of "ticket root economy" is emphasized, where the ticket serves as a key to unlock local cultural experiences and enhance community identity [3][4] Group 3: Long-term Economic Strategy - The city is leveraging the basketball events to promote long-term economic benefits, including exclusive housing discounts for ticket holders, with discounts up to 100,000 yuan for home purchases [4] - The initiative aims to transform the excitement of attending games into sustained consumer engagement and urban development [4]