The 2024 China Open tennis tournament is serving up a significant boost to the nation's burgeoning sports consumption market amidst the National Day holiday celebrations.
The tournament, running from September 23 to October 6 in Beijing, has drawn top international talents and ignited a surge in fan engagement and spending.
Fans are flocking to the matches, contributing to a wave of consumer spending that extends beyond ticket sales.
"I think interest has grown a lot more in China. It's all sold out. So, I'm just doing a little shopping and I'll probably hang around, and just enjoy the atmosphere. A lot of people are enjoying themselves from babies to grandmas to 'Nainai' and 'Laolao (grandmothers).' Everybody is having fun," said one foreign visitor exploring China.
A young Chinese tennis fan echoed this sentiment.
"I feel the attendance is quite high because I couldn't get tickets in the past two days," she said.
Parents are also bringing their children to experience the electrifying atmosphere.
"My child is learning tennis, and I've brought her to experience the atmosphere of the China Open," said one father.
"The atmosphere is buzzing. Lots of people around here," said another foreign visitor.
Sponsor zones buzz with engaging activities, offering visitors a chance to dive deeper into the world of tennis - fans get to enjoy exclusive activities and brands get to connect with a passionate audience. This mutually beneficial relationship is a key driver of the sports consumption boom, turning spectators into active participants in the economic growth story.
"Currently, many items in the store are already running out or sold out. As of now, sales have exceeded 30,000 units. We anticipate that by the end of the event, the total sales volume will be around 50,000 units," said Mo Tianfei, store manager of China Open Official Store.
The strong performances of Chinese players, particularly rising star Zheng Qinwen—who won the gold medal in women's singles at the Paris Olympic Games—have further fueled the enthusiasm among fans. Many spectators indicated that their primary motivation for purchasing tickets was to see Zheng compete.
"All the big names are here from Osaka [Naomi Osaka] to Sabalenka [Aryna Sabalenka] and Coco [Coco Gauff]," said a foreign visitor, highlighting the global appeal of the tournament.
China Open tennis tournament ignites sports consumption surge during National Day Holiday
