"Sports and Business Integration" highlights Shanghai's nightlife, and the European Cup boosts Shanghai's night economy
This summer belongs to sports fans. During the 2024 Shanghai Nightlife Festival, on June 16, Rock Park Tongchuan Road Store held a special European Cup viewing event. Shanghai football stars Wang Jiajie and Zhang Yi interacted with fans and talked about football, while an orange food truck satisfied everyone's appetite while watching the game.
It is reported that this year's Shanghai Nightlife Festival will focus on seven major areas: night shopping, night dining, night travel, night entertainment, night shows, night reading, and night activities. Nearly 100 activities will be launched throughout the city to expand new possibilities for new urban consumption scenarios and explore new dimensions for high-quality development of the night economy. The two top international events, the German European Cup and the Paris Olympics, have also injected vitality into Shanghai's sports life and night economy. This time, Liangyou Convenience and Rock Park have joined hands to organically combine sports events with commercial activities to provide citizens with a more colorful sports and cultural experience.
Mr. Zhuang, a football fan, is a member of Rock Park. Because it is close to home, he invites friends to play basketball or Frisbee at the Tongchuan Road store every week. He told reporters, "Nowadays, participating in sports has a stronger social attribute, and everyone can get together to relax after work. It was just the time of the European Cup, so I came here with friends to watch the game and drink beer in the evening. It was very pleasant, and I didn't have to go to the bar."
It was the first time for Wang Jiajie and Zhang Yi to attend a fan viewing party. The relaxed atmosphere also made the two former professional players feel another kind of passion for football. Wang Jiajie said: "When I was still playing professional games, I could only stay up late to watch the game occasionally when there was no game time, and it was only among a small group of teammates. This time, watching the game with the fans, drinking beer, it was very lively and felt like being there."
Liangyou Convenience is a member of the Guangming Group's commercial sector, carrying the feelings of many old Shanghainese. Today, the old brand has taken on a new look, with its orange-colored BK24 Guangming Convenience Store and BD Guangming Food Truck entering many commercial entities in Shanghai, using a new retail model of fresh, healthy and fast light catering to meet the public's demand for quality and convenience, and has also been accepted by more young generations.
The European Cup has boosted consumption. Jiang Yuxiang, director of the merchandise department of Liangyou Jinban Convenience Chain Co., Ltd., said, "This is the first time we have cross-border cooperation with sports this year, and we hope to expand more service channels. We found that after 9 p.m. during the European Cup, the orders from various outlets were significantly higher than at other times, especially the surge in demand for products such as beer and beverages. The combination of sports and commerce has created a strong consumer momentum."
As a leading brand of national chain private sports stadiums, Rock Park provides high-quality sports venues for millions of members every year through its intelligent systems of stadium operation, event organization and "Internet sports". In this joint event, Liangyou Convenience Store will serve as a demonstration store, set up joint product display and sales counters, and become the starting point for consumers to participate in the event and offline conversion point. The joint products of Liangyou Convenience and Rock Park will be displayed in the store, and there will be a variety of promotions and lucky draws.
With the concept of "sports", Rock Park integrates sports, socializing, watching games, and catering to create a unique urban leisure space. It is reported that the newly opened Rock Park SSR Sports Entertainment Center Everbright Convention and Exhibition Center store also launched a combination package of watching games and eating crayfish during the European Cup. Dai Fuqi, chairman of Luohe Sports, said, "Many sports enthusiasts have a demand for catering after exercising, and sports are the engine of commercial traffic, so it is natural to introduce commercial services into the sports complex."
This summer's rich sports events have provided Shanghai with more diversified consumption scenarios for building a "24-hour vibrant city", and a series of special activities will also be launched in full swing.
