The top duel of the top professional league will inevitably bring top traffic and high attention. In the CBA finals of the 2022-2023 season, which just ended, the process of Liaoning winning the championship men’s basketball brought not only two victories to Shenyang at home, but also a complete explosion of the city’s sports consumption market, driving sports, catering, tourism, transportation and many other industries are growing rapidly, making citizens and enterprises enjoy the “sports bonus” at home “.
Orders for hotels and scenic spots in the city increased significantly.
In early March, after CBA resumed its main away game three years later, the “gold medal market” in Liaoning men’s basketball reappeared, and the Liaoning Stadium, which can accommodate 12000 fans, was full. The popularity of the two finals on May 13 and 15 reached its peak, and it was able to buy a home game ticket of Liao basketball, which became the capital for many fans to show off. Only two finals tickets can bring nearly 16 million yuan of box office revenue to the club.
Every Liao basket home game day is a festival for fans, and the Shenyang Olympic Sports business circle where Liaoning Stadium is located is extremely popular. On the two match days of the finals, the reporter visited Wanda Plaza, Da Olai Mall, Yifeng Plaza, Shenyang Garden City shopping center and other large shopping malls in Shenyang Olympic Sports Business District in succession, and the passenger flow increased by 50%-70% compared with the weekend in peak season. Some restaurants, fast food restaurants and even long queues in the mall, nearly half of the customers are Liao basketball fans. In a milk tea shop near Liaoning Gymnasium, the sales volume of milk tea was nearly 5,000 cups on May 13, 8 times that of normal times. The store manager told the reporter that since the return of Liao basket home court, the sales volume of milk tea will increase greatly every competition day, and even close the store in advance because of the sale of milk tea many times.
The hotel in the Olympic sports business circle is the first choice for foreign fans to stay in Shen. Among the six hotels visited by the reporter, the rooms on the 13th were booked as early as a week ago. The hotel was full on the night Liaoning won the championship on men’s basketball on the 15th. Ctrip data shows: from May 13 to May 15, the order volume of Shenyang Hotel increased by 20% over the previous week. During the same period, ticket orders for Shenyang scenic spot increased by 56% over the previous week. “sports + tourism” obviously attracted the enthusiasm of fans to visit Shenyang, and at the same time promoted local accommodation, entertainment and catering consumption.
The second scene in the finals is booming to boost the night economy
Because Liaoning Stadium can only accommodate 12000 people, most of the fans still can’t cheer on the scene, so many of them choose to cheer for their beloved team in the “second scene” with hot atmosphere such as restaurants and cinemas.
Over the years, some bars and bars have been the “second scene” for Liao basketball fans to watch the ball “. On the evening of 13th and 15th, the reporter saw the bar street in the time on the south bank of Hunhe River around the Olympic sports. Since 5 pm, many fans began to gather in restaurants and bars. Before the opening of the Olympic Sports Center, the restaurants and bars were all full. The reporter saw in a barbecue shop with more than 30 dining tables that 16 high-definition large-screen televisions prepared in the shop greatly improved the feeling of fans watching the game. Not only the Olympic sports business circle, but also many restaurants in every match day of the finals, the food stalls will attract a large number of fans to make preparations to celebrate the victory. Everyone will drink together and recall the turbulent finals, it greatly boosted Shen Cheng’s night economy.
In addition, many cinemas in Shenyang have launched the “finals watching Stadium” one after another, and the audience have praised the live broadcast of the finals more enjoyable than watching blockbusters. Fan Li Xiang said: “More and more fans choose to go to the cinema to watch the ball, because the big screen and seats are very comfortable, this kind of audio-visual experience far exceeds home.”
Online live streaming economy + offline basketball industry unprecedented popularity
What is the difference in stimulating sports consumption when Liaoning won the championship in men’s basketball compared with Shenyang’s first championship in 2018? Nowadays, Liaoning men’s basketball, which comes with huge traffic, has brought many online business opportunities. Many platforms and online celebrities adopt the marketing method of “rubbing” Liao basket. Liao basket won the championship night CBA jersey sponsors sold commemorative size on more than ten live broadcast platforms overnight, and more than 100,000 T-shirts and hats in stock were sold out in half an hour, fans who haven’t bought it can only pay pre-sale gold and wait for the platform to deliver the goods. Liao basket host Liang Jiaying and other internet influencer were also very angry, and the number of live broadcast rooms in each finals exceeded 10,000. And Liang Jiaxiao sold more than 5,000 Liao basketball jersey pieces in a live broadcast of the finals.
Liao basketball also brought fire to various basketball halls in Shenyang. After winning the championship, Guo Allen interacted with hundreds of fans in the stadium overnight, attracting many fans to watch. According to incomplete statistics, the passenger traffic of Shenyang basketball stadium has increased by 50% over last week. Many courts have launched night games, and some even opened until 1 am. The basketball training market is also experiencing unprecedented popularity. According to incomplete statistics, the number of teenagers studying basketball in various basketball training institutions in Shenyang has increased by nearly 90% year on year last week.
One team influenced one city, and the two finals brought Shenyang’s sports economy to a new height. As the “strongest home court” of CBA and a sports city, “Sports +” has great potential in Shenyang.
(Shenyang Daily, Shen daily media full senior reporter Ma Cheng)