The Jiangsu Super Football League, affectionately dubbed “Su Chao,” is proving that victory on the field can translate into significant wins off the pitch as well. The league’s recent surge in popularity, fueled by a catchy mantra – “First for the game, fourteenth for friendship” – has ignited not only a fervor among fans but also a vibrant wave of consumer spending across various e-commerce platforms. This translates to a compelling case study on how a sporting event can be leveraged to boost local economies.
The data is compelling. According to Douyin E-commerce, the platform witnessed a nearly 40% increase in sales of football jerseys during the June 4-10 period, when compared to the preceding week. Adding to the buzz, a flurry of related hashtags, including #谁还没有这个叫南哥包包 (“Who doesn’t have this bag called Nan Ge?”) and #常州恐龙妹玩偶上新啦 (“The Changzhou Dinosaur Girl doll is new”), trended on the platform, some reaching the top 7. These trending topics, generated by the fans, in turn boosted sales of custom merchandise. Fan-favorite items like “Nan Ge” bags, “Nan Ge” slippers, phone cases featuring “Taihu Three Fools,” and “Changzhou Dinosaur Girl” dolls have become instant bestsellers. The trend underscores a growing desire among fans to express their support for their teams through official and fan-created gear.
Source: Douyin E-commerce
The impact, however, extends beyond apparel. The league is also driving sales of regional food specialties. The hashtag #当“苏超”赛事遇上萝卜干炒饭 (“When Su Chao meets Radish stir-fry”) is gaining popularity, further boosting the sales of locally famous snacks like Jingjiang pork jerky, Nanjing salted duck, and pastries from the Suzhou-Wuxi-Changzhou area; these delicacies are becoming the go-to accompaniments for fans during game viewing. Notably, “Su Chao” has driven the sales of Wuxi peaches, witnessing a 160% increase.
Source: Douyin E-commerce
Moving forward, Douyin E-commerce is set to launch a joint initiative with Jiangsu Culture and Tourism, starting June 14, under the hashtag #江苏各地推介自己的苏超搭子 (“Jiangsu cities recommend their Su Chao partners”). This move is predicted to build on the current momentum. Leveraging trending topics, the collaboration focuses on spotlighting local cultural gems. Consumers are encouraged to explore and discover a variety of Su Chao-related merchandise, taking advantage of promotional offers during the platform’s 618 shopping festival. The league’s trajectory offers a snapshot of how strategic marketing and consumer interest can boost the profile of products and generate commerce.
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