Sporting events help stimulate consumption

During this year's National Day, sporting events across China, including those in Beijing and Shanghai, fueled crowd enthusiasm and boosted local consumption, reflected in ticket sales and retail figures from the tourism and catering sectors.

The “Village Super League” football tournament in Guizhou Province and the three-day Jinshajiang River Regatta in Yunnan Province attracted large crowds, further fueling public interest in sports. The World Table Tennis China Smash was held between September 26 and Sunday in Beijing, with ticket sales of around 60 million yuan ($8.5 million).

One of the standout events was the China Open, an ATP 500 and WTA 1000 hard-court tennis tournament in Beijing, which started on September 23.

This year the China Open attracted around 300,000 visitors, an increase of 50 percent compared to last year.

The event generated over 80 million yuan in ticket sales revenue, an increase of 60 percent year-on-year. All tickets for the event were sold out on Tuesday and more than 29,000 visitors showed up on Wednesday alone.

The event also attracted approximately 140,000 tennis fans from outside Beijing and more than 13,000 international visitors.

The tournament's success is fueled by the rising fame of Chinese tennis players, including 21-year-old Zheng Qinwen, who made history at the Paris Games as the first Chinese athlete to win a gold medal in the Olympic women's singles.

At the 2024 China Open, Buyunchaokete became the first Chinese man to reach the semifinals, further increasing national interest in the sport.

Tennis legend Novak Djokovic, who returned to the Rolex Shanghai Masters after five years, praised the growing success of Chinese tennis players during a visit to support Chinese junior players of the ASICS Junior Tennis Tour.

“I have been touring for more than 20 years and Chinese women's tennis players have always been successful worldwide,” Djokovic said. “It's great to see Chinese men's tennis on the rise, and I enjoy this new trend.”

In addition to tennis, the China Open has also stimulated local retail and catering.

Mo Tianfei, manager of the tournament's official store, said he sold more than 10,000 products on Tuesday alone.

“Some items were sold out and we had to rush production to meet demand,” Mo said.

Sales of the tournament's new mascot Azhong were particularly strong, increasing 50 percent compared to last year.

Catering at the event also saw a significant increase. Catering sales exceeded 10 million yuan on Friday, with a 30 to 40 percent increase in on-site sales.

The China Open continues to gain popularity among younger audiences, with most fans under the age of 40, including 800 to 1,000 international visitors per day.

Liang Xi, a local fan, spent 1,800 yuan on tickets for her family. “We came to support my 13-year-old son, Li Liangxinqi, who served as a ball boy last year. This year, he is looking forward to seeing his favorite players like Jannik Sinner and Zhang Zhizhen.”

Jiang Yiyi, vice dean of the School of Sports, Leisure and Tourism at Beijing Sport University, emphasized the broader economic impact of sporting events.

“Sporting events play a key role in boosting tourism consumption and improving a city's global image,” Jiang said. “Building strong events, teams and players is essential to maintain this momentum.”

The eighth ATP Masters 1000 event of 2024 at the Rolex Shanghai Masters will be held from Wednesday to October 13 in Shanghai, featuring top players Jannik Sinner, Carlos Alcaraz and Alexander Zverev.

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