Summary of Key Points
This news article highlights that the World Cup is not just a sporting event; it's also a once-every-four-years "national consumption frenzy." Social media platforms, with their short videos and visual content, amplify details about the players on the field and touching stories, allowing ordinary people to participate in the World Cup by buying similar items, stocking up on supplies, and engaging in social activities. Consumption is no longer just about spending money; it's about integrating into this global celebration in the most direct way possible. Behind every wave of consumption is the logic of "content driving emotions, which then translate into purchases."
Detailed Analysis
1. Content Promotion: Player Details as a Buying Motivation
During the World Cup, highlights of players in short videos often resonate more with the general public than game strategies. For example, the fact that Erling Haaland ran for 90 minutes with his signature bun hairstyle became a viral trend, leading to the "Haaland-style hair tie" becoming a bestseller—available for 50 yuan (twice the official price) and sold out quickly, even in physical stores in Norway. Other related products, such as Norwegian salmon he enjoys eating, bean-patterned backpack accessories, and fridge magnets, also saw surging sales. Why? Because understanding game strategies is difficult for most people, but buying something associated with a player is an easy way to connect with the World Cup. The process of "watching content → being inspired to buy" has become a typical pattern of consumption during this tournament.
2. Nighttime Instant Consumption: The Need for a Ritualistic Experience
Although many matches are held in the morning, people prefer to stay up late to watch them, as the evening atmosphere lends more to the festive feel. This trend has boosted the sales of snacks, ready-to-drink beverages, and fast food, such as crayfish, marinated meats, beer, and instant noodles, which have become standard accompaniments for watching matches. After all, watching a match at night requires some form of indulgence. Restaurants and convenience stores have seen a surge in sales of these items.
3. Social Consumption: Essentials for Group Watching
The World Cup is an excellent platform for social interaction; watching games with friends makes it much more enjoyable. "Social currency" plays a crucial role here—wearing national team jerseys, sticking on flag stickers, using inflatable cheersticks, and even applying nail polish in the team's colors are all ways to feel part of the group. The article mentions that a bar owner in Beijing didn't have a Cape Verdean flag, so disappointed fans brought their own flags to drink; a bar in Shanghai extended its hours until 6 a.m., which was very popular. These examples show how social needs can turn otherwise mundane items (like face stickers and cheering scarves) into essential purchases.
4. Home Viewing: Stockpiling and Spiritual Engagement
For those watching games at home, the first step is to stock up on essentials like beer, crayfish, and snacks. This pre-event shopping has led to increased sales of food and drinks. Interestingly, there's also a "spiritual extension" to consumption: For instance, when 47-year-old referee Marco van Basten became a trending topic, people bought replica red and yellow cards; when Cape Verdean goalkeeper Vitorino Guerreira impressed the audience with his discipline, some bought football gear or books about the sport. In this way, consumption has evolved from basic needs to a deeper level of engagement.
5. Content-Driven Emotions: The Essence of Consumption
At the heart of all these consumer behaviors is the idea that content triggers emotional responses. The unpredictability of the World Cup (such as upsets and player stories) is amplified through media, stirring people's emotions, which they then express through purchases. Buying a Haaland hair tie one day, searching for red and yellow cards related to referee Marco van Basten the next, or buying a discounted jersey for a team that surprises everyone are all examples of this. For ordinary people, consumption is not a burden but a way to "participate in the World Cup." You don't need to be at the stadium or understand the rules; just by buying something related, you become part of the global celebration.
In Conclusion
The surge in World Cup-related consumption is essentially about using content to turn emotions into money, allowing everyone to join in this annual extravaganza in the simplest possible way.