Summary of Key Points
The 2026 FIFA World Cup in the United States, Canada, and Mexico disrupted the traditional viewing experience with its "early schedule" (many matches taking place in the early morning or afternoon) and the absence of the Chinese national team. This change eliminated the familiar pattern of enjoying barbecues and beer late into the night. Some traditional bars and grill shops failed to adapt to the new trend, experiencing zero customer traffic despite half a month of promotion; however, other businesses such as breakfast cafes and hotels successfully seized the opportunity through strategic operations (such as 24-hour service, special menus, and upgraded facilities). Online viewing habits also shifted, with a noticeable shift from drinking beer during the day to consuming coffee at night. There was a surge in bookings for hotel rooms equipped with entertainment systems and social amenities. The viewing economy is not just a short-term business opportunity; it plays a crucial role in promoting sports culture and is an essential component of China's sports industry aiming to reach a revenue target of 7 trillion yuan.
I. Time Zones Disrupt Traditional Viewing Habits
The unusual schedule of the World Cup impacted traditional ways of watching matches, as fans used to gather at bars and grill shops late at night. With the new schedule, these venues were either closed or unprepared for the increased demand, resulting in poor business. For example, a tea and coffee shop that promoted its event half a month in advance received no customers on the opening match night.
On the other hand, some businesses adapted quickly. WhyNot, a restaurant located in Beijing's Beixinqiao area, switched to 24-hour service and saw more than 100 customers at 6 a.m., with morning sales accounting for one-third of its total revenue. Breakfast cafes that offered live match broadcasts also attracted fans who needed to eat before going to work. This combination of breakfast and matches, along with premium beverages, became a distinctive feature of this World Cup.
II. Making Money from the World Cup Requires Long-Term Preparation and Strategic Operations
Not all businesses can benefit from the World Cup; success depends on careful planning and preparation. Zhang Xian's restaurant, which regularly hosts sports events (basketball, football, esports, etc.), upgraded its screens and audio equipment before the tournament and introduced special dishes like Mexican fruit beer stewed with lamb and unique burgers. He explained that blindly entering the market is unlikely to lead to success; instead, it requires focused efforts.
His experience showed that events like the Cape Verde vs. Argentina attracted 150-200 customers, including people from Cape Verde who were referred by Brazilian friends—this was a result of his previous reputation and customer base.
III. Changes in Online Consumption Patterns
Fans' enthusiasm for consuming remained unchanged, but the timing of their purchases shifted. Online data revealed significant trends:
- On the platform DeWuShang, Norwegian team jerseys increased in price from 699 yuan to 1859 yuan due to the popularity of Erling Haaland.
- Taobao's flash sales saw a 79.4% increase in orders for "beer + breakfast" and a 120.6% increase in "coffee + marinated meat" combinations. Fans now consume beer in the morning while watching matches and coffee at night (perhaps to stay awake or for energy before work).
These changes indicate that viewing habits have shifted from late-night celebrations to more dispersed consumption throughout the day, with the same overall demand but a different distribution.
IV. Hotels Become the New Favorite
Fans who didn't want to stay up late at home and couldn't find suitable venues turned to hotels. Data from TongCheng Travel showed:
- Bookings for rooms with entertainment systems increased by 53% during the quarter-finals compared to the opening day.
- Bookings for party venues and mid-sized accommodations (6-10 people) rose by 48%.
- Double-bed and family-friendly rooms were particularly popular, with those offering breakfast or evening snacks being even more sought after.
Fans want more than just a place to watch matches; they need comfort and opportunities to socialize. Hotels provide these amenities, meeting the new needs of viewers.
V. The Viewing Economy Goes Beyond Profit: Spreading the Seeds of Sports
Zhang Xian noticed that parents often bring their children to his restaurant while watching matches, seeing this as an opportunity to foster a love for sports. A child who watches a match with their father might develop an interest in football and, even if they don't become professional players, could become a fan or contributor to the sport.
Although the Chinese team was absent from this World Cup, the viewing economy's impact goes beyond short-term revenue. It exposes more people to sports and promotes the spirit of competition, contributing to the spread of sports culture. Each viewing experience is a small step towards China's sports industry achieving its 7-trillion-yuan goal.
In Conclusion, the viewing economy demonstrates that consumer demand persists but requires businesses to better understand their customers and adapt quickly. From the strategic operations of breakfast cafes to the innovative hotel services, as well as the changing patterns of online consumption, the viewing economy is entering a new phase. Those who can offer higher-quality and more tailored experiences will seize future opportunities. Moreover, the viewing economy serves as an important platform for spreading sports culture, laying the foundation for the long-term development of China's sports industry.