After a year of polishing and waiting, the Australian Open and its official partner Luzhou Laojiao officially announced the grand return of the 2021 Australian Open China Amateur Challenge at the Beijing National Tennis Center on June 20, instantly igniting the enthusiasm of tennis fans across the country. After the solemn elegance of Beijing, the vitality of Chengdu, the hot passion of Hunan, and the depth of the ancient capital of Xi'an, the footsteps of the 2021 Australian Open China Amateur Challenge finally came to the fashion magic capital of Shanghai, and tennis fans interpreted the Australian Open life concept of "noble taste, excellent quality, healthy and fashion" with passion and sweat.
"Land on the Beach" and relive the Grand Slam experience
On October 17th, the highly anticipated Australian Open China Amateur Challenge in Shanghai ended with a spectacular conclusion, and the "Australian Open China Amateur Challenge" jointly brought by the Australian Tennis Association and the Australian Open global partners attracted a total of 29 pairs to participate. After fierce competition in the group stage and the knockout round, in the end, the men's doubles team Yao Haibo and Zhang Li showed their outstanding level and haipai courage, and yi yong won the Shanghai championship in the end.
Fashion capital, city that never sleeps, magic capital, these terms are all describing the modern modernity of Shanghai. As the "tide maker" of the four Grand Slams, the Australian Open Tennis Championships integrate innovation and vitality, and in the autumn of October, the tennis feast returns to charm after 2019, perfectly combining Shanghai's understanding of fashion life with Australian style, showing a harmonious picture of tennis passion and beautiful life. The tournament features an interesting "FAST 4" format, founded by two tennis kings, Federer and Hewitt, and is characterized by a gripping competition. The scene uniformly follows the exclusive color of the Australian Open, "Australian Open Blue", which reproduces the refreshing feeling of Melbourne Park.
Cross-border cooperation, double strong IP to create a Grand Slam level amateur event
As the only Grand Slam tournament in the Asia-Pacific region, Chinese fans have always had a special affection for the Australian Open. The Australian Open is not only a blessed place for Chinese players, Li Na, Zhang Shuai, Wang Qiang, Zheng Jie, Sun Tiantian and other golden flowers continue to create good results in the Australian Open, inspiring people' hearts; at the same time, the Australian Open is also favored by Chinese brands, especially in 2019 to usher in the strategic cooperation with Famous Chinese liquor brands. When elegant tennis and strong liquor collided, the Australian Open and the national cellar 1573 two major IP strong hands, in line with the concept of tennis to enhance exchanges and jointly advocate healthy life, the two sides jointly created the first Australian Open China Amateur Challenge in 2019, planting Grand Slam seeds in the hearts of countless fans, allowing more tennis fans to participate in the top events and enjoy the grand slam level carnival.
As the first amateur event held outside of Australia in the 100-year history of the Australian Open, carrying the glory of a hundred years, the 2021 Australian Open China Amateur Challenge continues to uphold its original intention and set sail. In 46 cities, more than 2,500 Chinese tennis enthusiasts can experience the pure Grand Slam atmosphere without going abroad.
Working together, the Australian Open continues to deepen its cultivation of the Chinese market
The Australian Open is one of the most popular tennis tournaments in China and plays a pivotal role in the hearts of the Chinese people. In 2021, CCTV's broadcast time for the first week of the Australian Open increased by 85%, with more than 400 million families watching the Australian Open during the Spring Festival; the official Australian Open topic word #Australian Open 2021# was read by 700 million on the Weibo platform; before the impact of the epidemic, the number of tourists visiting the Australian Open from China ranked among the top three outside the Australian new Zealand region. In addition, the Australian Open and the Chinese market have always been very close. Chinese faces, Chinese brands, and Chinese elements are increasingly appearing inside and outside the Australian Open.
China's huge sports population base and the status of the emerging tennis market have made the Australian Open more open and enthusiastic to deepen the Chinese market, promote the popularity of tennis in China, the spread of tennis culture in China and the promotion of a healthy and active lifestyle. The launch and wide promotion of the Australian Open China Amateur Challenge is the shining result of this concept. After a year, the war rekindled, and 46 cities across the country set off a heat wave of club friends and shared passion.
Column Editor-in-Chief: Chen Hua Text Editor: Gong Jieyun
Source: Author: Gong Jieyun