On March 24, the 2024 National Indoor Skydiving Championship kicked off in Longhua Yifang Tiandi, with more than 100 top domestic athletes from all over the country presenting a wonderful visual feast......
In recent years, one after another large-scale sports events and activities have been held in Longhua, gathering full of popularity. During the Qingming holiday alone, Longhua District received 350,900 tourists and achieved a tourism income of 106 million yuan.
2024 National Indoor Skydiving (Wind Tunnel) Championship
Large-scale sports events favor Longhua, and "sports +" creates a new consumption scene
Why do more and more large-scale sports events choose to be associated with Longhua?
In recent years, Longhua has made great efforts to make up for the shortcomings of cultural and sports facilities, and built and put into use a number of high-quality cultural and sports facilities such as Jiulongshan Sports Park, Jianshang Sports Complex, Longhua Cultural and Sports Center, etc.; 6 streets in the jurisdiction have planned and built district-level large-scale cultural and sports venues, and the layout of cultural and sports facilities is more balanced; the idle space "turns waste into treasure" and is built into a community fitness center, a public fitness trail, a pocket sports park and other public cultural and sports land, and a variety of facilities and venues organically constitute Longhua's sports industry resources, and life sports can be seen everywhere. Nowadays, sports and fitness have become the habit and love of more and more people in Longhua.
In addition to the newly built venue facilities, Longhua also has various high-standard event venues and clubs hidden in various business district attractions. Taking Yifang Tiandi, the "first store harvester" as an example, Yifang Tiandi's sports-related venues have their own characteristics: Shenzhen IFLY is the country's first world-class indoor wind tunnel flight experience store, using the world's top equipment, Shenzhen's first indoor surfing club FlowLife directly moves the "sea" indoors, and Chen Lu International Ice Center has competition-level professional ice surface and international equipment and facilities. In Longhua, there are N possibilities to unlock sports.
Citizens experience the FlowLife surf pavilion at Yifang Tiandi
The sites hidden in the ecological scenic spots such as Mission Hills Ecological Sports Commune, Mission Hills Landscape Pastoral, and Longhua Ring City Greenway are also rich in types and complete supporting facilities. Mission Hills Eco Sports Commune, for example, has a number of tournament tennis courts that comply with the International Tennis Association's regulations, and last year the tournament venues were upgraded to international standards. To date, Mission Hills Eco Sports Commune has hosted many large-scale tennis tournaments, such as the International Women's Tennis Challenge, the Davis Cup Tennis Tournament Asia Pacific Region, and the Longhua International Tennis Open.
The mountains and rivers are harmoniously integrated, the sports event facilities are complete, the national fitness atmosphere is strong, and the "eating, living, traveling, traveling, shopping, and entertainment" are in place. In this way, it is not surprising that more and more large-scale sports events favor Longhua.
There are discounts for buses and meals, and one-stop services enhance the viewing experience
In addition to the strong demand on the consumer side, the continuous popularity of sports consumption also benefits from the continuous supply of the supply side.
In recent years, Longhua has continued to enrich the connotation and extension of sports events, and continue to explore new formats and hot spots of "sports +". On the basis of understanding the conditions and needs of the masses in scenic spots, blocks and business districts, we will hold events and activities that the masses like to see and have high participation, and adapt measures to local conditions, time and demand, combined with the characteristics of sports projects, expand the sports event venues from stadiums to qualified scenic spots, commercial centers and other areas, and continuously implement the "multi-entry" strategy of entering scenic spots, blocks, business districts and squares, forming a unique scene of "racing in the city and the city in the competition".
Focusing on "strong", Longhua insists on introducing domestic first-class sports events and creating a "strong magnetic field" for high-end brand events. Hold the China Table Tennis Super League Finals, WCBA All-Star Game, China Go Celebrity Battle and other professional and highly watched brand events to promote the city "out of the circle". Among them, the finals of the Chinese Table Tennis Super League alone attracted 30,000 people to watch the game, and the attendance rate reached more than ninety percent.
Seeking to be "new", Longhua relies on business districts and scenic spots such as Longhua Yifang Tiandi and Mission Hills Ecological Sports Commune to hold the National Indoor Skydiving Championship, the "Belt and Road" International Ice and Snow Conference and the "Chen Lu Cup" Youth Figure Skating Competition, Shenzhen Longhua International Tennis Open and other activities. In the final of the 6th Glory of Kings National Competition in South China, the "Yongfengyuan National Porcelain" and the Dachuankeng Dancing Qilin Intangible Cultural Heritage Interactive Exhibition Area were set up to create a new immersive and experiential integrated consumption scene, continuously expand the consumption chain, and fully release the consumption potential.
While paying attention to the sports event itself, Longhua also focuses on "benefit", coordinating all kinds of businesses in scenic spots, neighborhoods and business districts, and launching a series of measures to benefit the people during the event. Promote the integration of "public transport + cultural tourism", create a new win-win model of "ground transportation drainage and business linkage discounts", open free shuttle buses from the event site to Longhua Yifang Tiandi and other surrounding business districts, and open up the "last mile" of services;
During the 2024 CBA playoffs, Longhua will open a free shuttle bus from the event site to the business district
In the 2023-2024 China Men's Basketball Professional League (CBA) playoffs, fan Mr. Gao specially rushed from Futian District to Longhua District, "After eating at Yifang Tiandi, I just took the free bus to the stadium to watch the event, such a one-stop service is really good." ”
New scenes and new experiences will be renewed, and new vitality of cultural tourism will continue to be released
On March 28, the General Office of the General Administration of Sports of the People's Republic of China, the General Office of the Ministry of Commerce, and the General Office of the Ministry of Culture and Tourism jointly issued a notice to carry out the activity of "sports events into scenic spots, neighborhoods, and business districts". Two major sports events in the second division league of the Chinese Football Association in the 2024 season.
This season's CBA playoffs 12-in-8 series Longhua Cultural and Sports Center scene
It is reported that the "May Day" holiday is approaching, and the Longhua District Culture, Radio, Television, Tourism and Sports Bureau has linked up with the major business districts in the jurisdiction to carefully cook a "cultural tourism feast" and launch nearly 50 activities such as art exhibitions, wonderful performances, and intangible cultural heritage performances to enrich the travel experience of citizens and tourists.
"Sports events" is still one of the hot words of Longhua cultural tourism. Accurately focusing on the diverse sports needs of the public, the Longhua District Culture, Radio, Television, Tourism and Sports Bureau, together with Houlang Xintiandi, will hold activities such as the Lu Chong Rally, the Dazzling Dance Houlang Street Dance Competition, the Children's Roller Skating Competition, and the Dance Flash Parade. At the same time, we will continue to deepen the integration of culture, sports and tourism to promote consumption, and hold the first "Luo Xihe Cup" Youth Go Elite Competition, the 2024 Shenzhen "Longhua Cup" Square Dance Exchange Competition, the 2024 Shenzhen "Longhua Cup" Traditional Martial Arts Open Shenwu Power Fighting Championship (Longhua Station), the 2024 Chinese Football Association Second Division League and other special cultural, sports and tourism activities.
In addition, Longhua continues to open a warm-hearted "pet guest" mode, according to the analysis of the needs of Shenzhen and Hong Kong tourists during the holiday, during the "May Day" period, the "one-day rush to Longhua" Hong Kong people play route, the integration of Longhua tourism, shopping, accommodation and other resources for "eating, drinking, playing and Tesco" one-stop promotion;
"Sports events have become a living room in Longhua, through which the development of retail, catering, accommodation, tourism and other industries can be stimulated, and the brand value of Longhua City can be enhanced. The staff of the Longhua District Culture, Radio, Television, Tourism and Sports Bureau said that in the future, Longhua District will continue to innovate and explore the new format and new hotspots of "sports +", stimulate the new vitality of the cultural tourism market, and show the new image of the city.
Extended reading:
[With the blessing of the business district, the "sports event circle" has become a "life happiness circle"]
Young people visiting business districts are not just shopping, shopping, shopping, and shopping, but also attract them with something special. For example, the new fashion nowadays: sports.
In recent years, it has gradually become apparent that shopping malls are no longer shopping malls in the traditional sense, and that sporting events are not only held in specialized venues. Unconsciously, while strolling through the streets, people suddenly find that shopping malls are becoming more and more fun and imaginative. Because you don't know what kind of sporting event you're going to encounter next time you go shopping, or what interesting sports venues you're going to encounter.
The luxury sports matrix makes Longhua business continue to go out of the circle
As an important "medium" for the integration of people and the city, the business district is skillfully integrated into the development of Longhua Sports and acts as the main force.
Taking the Yifang Tiandi Shopping Center in Longhua Super Business District as an example, more than 60 international and domestic events have attracted many sports stars such as wind tunnels, basketball, surfing, and figure skating...... At the core node of Shenzhen's urban axis, more and more large-scale sports events have entered this 600,000-square-meter commercial cluster, and the luxury sports matrix has made Longhua business once out of the circle, attracting many tourists to come to play, and many residents from other cities in the Greater Bay Area will also organize groups to come to consume and entertain on weekends, which not only drives the popularity of Longhua business district, but also promotes the release of new potential energy for sports consumption in the entire urban area.
Beijing Winter Olympic figure skating champion Shcherbakova performs at the Chen Lu International Ice Center
According to statistics, in a single year, there are 60 domestic and foreign professional events in Yifang Tiandi, with an average of 5 per month. With such a high frequency of events, how did Yifang Tiandi do it?
Shuttling among them, Yifang Tiandi only has a base of 55,000 square meters for sports construction on the negative floor of Area C, which is equivalent to 8 international standard football fields, and its merchant operation area has also reached 30,000 square meters. Such a large area will first provide ample space for the business district to introduce various types of sports and carry out various professional sports events. Secondly, taking advantage of the characteristics of the ultra-high flow of people in the business district, in order to attract the public's sports consumption and drive the upsurge of national sports, the business district has introduced more than ten domestic and foreign brand sports trend consumption areas such as Super Gorilla Gym, Carbine, PUMA, Anta, Under Armour, etc., to create a diversified sports trend base through the overall sports experience format agglomeration + sports boutique supporting buyer area dotted around the distribution model.
"The event economy, sports economy, and cultural economy are our next key directions, but unlike previous years, we are no longer doing it scattered, but reintegrating these resources. The relevant person in charge of the business district said that it is the next step to improve the means that Yifang Tiandi must do in the next step, and it can also be understood that the influence of the business district integrates the products, attributes and event resources of various brands, and makes a unified event and promotion plan by Yifang Tiandi, enriches the event sector, increases the frequency of activities, and creates a cultural vitality sports belt, so as to achieve the purpose of synchronous promotion of the whole category of sports industry.
Government and enterprise linkage empowerment, business districts and events "two-way running"
The entry of sports events into the business circle is a two-way empowerment of event content and consumption scenarios, and this two-way rush is the right time, the right place, and the right people.
"Yifang Tiandi Shopping Center has 6,000+ parking spaces and a huge commercial volume, which is very suitable for sub-venues for sports events. Enterprises also have a responsibility to improve social benefits. The relevant person in charge of the business district said.
Longhua Street, which belongs to Yifang Tiandi, keenly captures the "spillover effect" of "business district + culture and sports". Relying on the vigorous development of cultural and sports undertakings in recent years, Longhua Street relies on cultural and sports venues such as Longhua Cultural and Sports Center and Shenzhen Book City Longhua City to promote the integration of cultural and sports events, experience and commerce, and links resources to "drain" the business district, change the "flow" of event activities, and "increment" consumption at the same time, and the business district provides parking services and high-quality consumer experience for cultural and sports events.
At present, Longhua Street and Longhua District Bureau of Culture and Sports have formed a good linkage model of resource dual guidance: the business district provides parking and event connection services, the District Bureau of Culture and Sports provides large-scale event venues, and the street linkage business district provides supporting commercial services, providing transportation, volunteer services, security and other guarantees, and uses the street "Endeavor Longhua" publicity platform to help the promotion and drainage of events and business districts.
In the 2023 Luo Zhenyu "Friend of Time" New Year's Eve Speech, "Knowledge Evolution" 2023 Fan Deng Keynote Speech, WCBA All-Star Game, China Table Tennis Super League Finals and other cultural and sports activities, the business district has set up free ticket redemption and connection service points, and at the same time, major merchants provide exclusive brand discounts to realize the "two-way running" of the business district and the event, and also form a rich cultural atmosphere of "business district + sports".
The first exhibition of the "Burning in La Liga" La Liga Club Theme Exhibition in China was exhibited at Yifang Tiandi Shopping Center
The business district culture represented by "business district + sports" not only represents the prosperity of business and the adsorption of urban areas, but also enhances the sense of belonging of residents in the jurisdiction. In Longhua Street, Live House (special, small live performances), art exhibitions, themed catering, check-in devices, and sports events are booming, and new scenes and new ways of playing have also become a new trend leading urban consumption.
"Sports+" has added new momentum, and the flow of events has turned into economic increment
Affected by the steaming large-scale sports events, "Sports +" has created a new scene of diversified cultural and tourism integration, stimulated the vitality of Longhua's cultural tourism consumption, and gathered "full popularity" for Longhua.
A month ago (March 24), the 2024 National Indoor Skydiving Championship kicked off in Longhua Yifang Tiandi, with 9 teams from all over the country and more than 100 top domestic athletes staging a peak showdown. As the top event in this field in China, the Indoor Skydiving Championship has an indissoluble bond with Longhua, which is the third year that the "trapeze" have taken off in Longhua. After enjoying the visual feast of more than 100 "trapeze" flying in the wind tunnel up close, Miss Li fell in love with this sport, and her love is what attracted her and her friends to want to run around the world in their spare time.
Outside the stadium is a crowded business district, and inside the stadium is a peak showdown in full swing, with only people smoking milk tea and watching the game up close. After the race, many spectators and contestants became crowds in the mall, and seats in many restaurants and beverage outlets were immediately in short supply.
Longhua Yifang Tiandi business district is full of people
In the current consumer context, sports is a pleasant lifestyle for the public, conveying the concept of happiness, unity and progress, and health and freedom. Today's young people are more willing to choose sports, and the sports space in shopping malls, scenic spots, and blocks meets people's more diverse consumption needs, and the core is that people increasingly want to integrate sports with life. Therefore, the sports events are held around the masses and integrated with the business districts, scenic spots and blocks, which not only gathers popularity for the business district, adds vitality to the scenic spots, and stimulates vitality for the blocks, but also increases the "fireworks" for the events, and the flow of sports events is transformed into an increase in cultural and tourism consumption. It can be said that in the exploration of this new consumption scenario, Longhua gave a "demonstration sample".
Source | Crystal APP
Reporter: Bai Nianping, Zeng Guanglin
Editor: Yan Jianwei