Like a poem in May, everything stretches. Huajian Group Shanxi Sports Center held a musical feast during the "May Day" golden holiday, bringing a rich cultural and entertainment experience to fans and friends. Throughout May, Huajian Group was in full swing and its venues were fully opened, attracting more than 184,000 fans, contestants and fitness enthusiasts. The Red Lantern Stadium is a particularly noteworthy stadium where more than 125,000 fans enjoy an unforgettable musical journey.
On May 1, the first stop of Ren Xianqi's "Qi Trace" national tour kicked off in Taiyuan. The two-day performance was originally planned, but due to the box office hit, it was added by one day. Nearly 20,000 fans poured into the gymnasium of Shanxi Sports Center to witness the musical charm brought by Ren Xianqi's classic songs "The Heart is Too Soft" and "Sad Pacific". These songs spanned time and reverberated in the land of Sanjin, triggering a warm chorus of fans in the audience. On May 4th and 5th, Xue Zhiqian's "Alien Objects" concert was passionately staged at the Red Lantern Stadium, and about 100,000 fans gathered in Taiyuan from all over the world to listen to classic works such as "Serious Snow" and "Where I Seem to Have Seen You". In the interactive session, Xue Zhiqian used Taiyuan dialect to communicate with fans, and the atmosphere reached a climax.
The concert not only brought an audio-visual feast to the audience, but also greatly activated the surrounding night economy. Numerous stalls have sprung up, not only catering to the audience's dietary needs during the concert, but also bringing a wealth of shopping options and significant economic benefits.
Among these stalls, food stalls dominated. Snacks, drinks, coffee, barbecue and other delicacies are all available, and the aroma is overflowing. These delicacies not only satisfy the taste buds of the audience, but also provide them with an energy supply while watching the concert. In addition to food booths, service booths are also popular with visitors. Makeup, hair extensions, face stickers, head and face decorations and other service booths were crowded in front of the booths, and visitors came to seek personalized styling. There are also a variety of commodity stalls. Posters, fans of all colors, light sticks, ribbons, bracelets, power banks and other goods are all available, providing the audience with a wealth of shopping options. According to the survey, the profit of these booths is basically between 800-2000 yuan a night, which fully demonstrates the pulling effect of the concert on the surrounding economy.
A concert not only ignited the passion of the stadium, but also drove the tourism market of Taiyuan City and even the entire Shanxi Province. During the May Day holiday, large-scale concerts were also held in Chengdu, Hangzhou, Shenyang and other cities. According to the big data analysis of Damai.com, Taiyuan has become one of the most desirable cities for fans with convenient transportation, warm service and rich food and beauty.
In order to welcome the concert, the large screens of buildings in Taiyuan City have put up welcome slogans to create a strong atmosphere for fans. As soon as fans get out of the station or airport, they can feel the warmth and cordiality of Taiyuan and receive exclusive gifts. Holders of Ren Xianqi and Xue Zhiqian's concert Taiyuan Station tickets can visit scenic spots for free and enjoy the benefits of free bus and subway. This unprecedented heart-warming treatment allowed fans to experience the charm of music while also experiencing the history and culture of Shanxi. After visiting the Tianlong Mountain Scenic Area, the Jinci Museum, the Pingyao Ancient City, the Qixian Courtyard and other well-known scenic spots, many fans have a deeper understanding of Shanxi's 5,000-year-old civilization, and have expressed that the trip is worthwhile, and plans to visit Shanxi with their families and friends again.
According to Ctrip data, air ticket orders for Shanxi during the May Day holiday increased by 8% year-on-year, hotel orders in our province increased by 29% year-on-year, and Taiyuan ranked among the top 10 in the country in terms of the growth rate of inbound tourism in the provincial capital. According to the "May Day" B&B Booking Trend Report released by Little Pig B&B, Taiyuan City is the city with the fastest growth rate in holiday B&B bookings, with a year-on-year increase of more than 1 times. According to the data released by Taiyuan, from May 1 to 5, Taiyuan cultural relics scenic spots and cultural and museum venues received 705,800 tourists. Among them, the cultural relics scenic spots and cultural and museum venues directly under the Taiyuan Municipal Bureau of Cultural Relics received 643,000 tourists (446,800 foreign tourists, accounting for 69.49%), an increase of 30.24% over the same period in 2023 and 77.89% over the same period in 2019.
With the popularity of the "May Day" holiday tourism market, the significant increase in the number of tourists received in Shanxi Province not only reflects the attractiveness of local tourism resources, but also shows the huge release of residents' consumption potential. This trend coincides with the positive response of Huajian Group to the provincial party committee and provincial government's decision-making and deployment on expanding effective demand and promoting the sustained economic recovery. While the tourism industry is ushering in explosive growth, Huajian Group has further expanded the consumption scene through the innovative model of "sports +", which not only provides tourists with a more diversified experience, but also injects new impetus into the diversified development of the local economy. This innovative attempt to integrate tourism and sports has undoubtedly explored a new path for Shanxi's economic transformation and consumption upgrading, and also provided strong support for improving consumer experience and confidence.
Multi-party coordination and linkage, and meticulous service guarantee. Huajian Group actively coordinates with the Taiyuan Municipal Party Committee, the Municipal Government and the Municipal Public Security, Transportation, Cultural Tourism and other relevant departments to provide standard convenient and heart-warming services for the fans at the concert. During the performance from May 1st to 5th, Taiyuan subway and bus lines extended the operating hours for fans. Fans can ride Taiyuan buses and subways for free. After the concert, a shuttle bus from Shanxi Sports Center to and from Taiyuan city will be added. Holders of Ren Xianqi and Xue Zhiqian's concert Taiyuan Station tickets can visit the Jin Ancestral Hall Museum, Taishan Museum, Twin Towers Museum, Tianlongshan Grottoes Museum, Dou Dafu Temple and other scenic spots for free. Huajian Group continued to improve the refined service guarantee, provided free drinking water for fans and friends during the concert, and lit up the slogan of pet fans in the torch tower of the park to enhance the fans' visual experience, effectively enhance the reputation and social recognition of our province, and realize the transformation of "traffic" into "retention" and "Internet celebrity" into "long-term red". At the same time, Huajian Group learned from the operation experience of stadiums outside the province to launch the box service for the first time, and after a series of upgrades, it was put into use for the first time during the "May Day" concert, which effectively improved the efficiency of the venue and enhanced the profitability of the enterprise.
△ Wei Tao, member of the Standing Committee of the Shanxi Provincial Party Committee and Secretary of the Taiyuan Municipal Party Committee, supervised and inspected the safety preparations for large-scale mass activities at the Shanxi Sports Center
Carefully arrange the deployment to ensure the safety of the performance site. In order to ensure the safety and orderliness during the performance, Huajian Group attaches great importance to it, carefully organizes and deploys it strictly, and the group is mainly responsible for the investigation of potential safety hazards in the core parts and key links of the venue involved in the performance before the festival, and requires the subordinate Shanxi Sports Center Co., Ltd. to actively cooperate with the relevant local departments to monitor the flow of people and vehicles in the park in real time, strengthen the road command, order maintenance, environmental cleaning, power security, fire emergency, parking guidance series of work, and build the performance stage. The whole process supervision of the supervision company is implemented in and out of the material, and the detailed management of safety production is continuously strengthened, the emergency support ability is improved, and the potential safety hazards are eliminated in a timely manner to ensure the safety and orderliness of the concert. On April 29, Comrade Wei Tao, member of the Standing Committee of the Provincial Party Committee and Secretary of the Taiyuan Municipal Party Committee, went to the Shanxi Sports Center to inspect the preparations for the concert, listened to the relevant report of Huajian Group, and asked Huajian Group to strengthen coordination and cooperation with relevant departments of Taiyuan City, provide more warm and intimate services, promote the deep integration of the performing arts economy and the cultural tourism market, and drive the prosperity and development of the consumer market. Huajian Group actively implements and re-sorts, investigates and re-deploys all key links and key areas to ensure that nothing goes wrong.
Sports events are full of enthusiasm, and the multi-spillover effect is obvious. Huajian Group gives full play to the comprehensive benefits of sports events and actively builds a distinctive event brand. From May 1st to 5th, the 2024 Huajian Sports Youth Football Super League (Huajian Youth Super League) and Jiantong Cup Youth Football Championship will be hosted at Huajian Shanxi Football Training Base (Yangqu), which attracted 50 youth football teams from 22 football clubs and school teams in Shanxi Province and neighboring provinces such as Hebei and Shaanxi, with nearly 900 participants and more than 200 total games. The organic integration of multiple values to help rural revitalization and empower transformation and development. From May 1st to 3rd, the NYBO Youth Basketball Open (Yuncheng Division) was hosted in Salt Lake District, Yuncheng City, which attracted 37 youth teams from Shanxi, Henan, Xinjiang and other schools to participate in the competition, with 367 participants and a total of 107 games, effectively promoting the development of local youth basketball and driving the growth of the surrounding service industry. During the "May Day" holiday, the venues of Huajian Group received a total of 59,000 people from the whole country, effectively activating and driving the sports consumption market and promoting leisure and fitness to become a new holiday fashion.
In 2024, Huajian Group will hold more than 200 events and activities, including more than 50 sports events and large-scale performances with strong market competitiveness and great brand influence. In August, high-level aviation sports events such as the 2024 International Model Aerobatic Stunt (F3A) World Cup and the National Model Aviation Open will be held. From May 18th to 19th, it will host 2 concerts of Deng Ziqi, 1 concert of Ma Siwei on May 25, 3 concerts of Zhang Jie from May 31st to June 2nd, 1 concert of Jolin Tsai on June 15th, 1 concert of Wang Xinling on June 22nd, 1 concert of Zhou Huajian on July 6th, and 1 concert of Lang Lang on August 10th. It is expected that more than 20 concerts will be held throughout the year, attracting more than 700,000 fans to watch the performances, driving comprehensive consumption to billions of yuan.
In the next step, Huajian Group will continue to implement the major decisions and deployments of the Provincial Party Committee and the Provincial Government, always focus on the main responsibility and main business of sports, deeply implement the "sports +" development strategy, adhere to the concept of "sports events are industrial projects" and "holding events and concerts is to develop the economy", introduce and host a number of major sports events and top concerts, vigorously develop the event economy and concert economy, create a multi-format "sports +" consumption model, and better play the leading role of the sports industry to promote high-quality development for our province. Deepen all-round transformation and make contributions to Huaship.
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