The Development of Stadiums in the Internet Age

In the Internet era, the development of stadiums has taken on a new dimension. On May 6, 2015, the government introduced the "Internet Plus" Action Plan during the two national conferences, marking a turning point in how traditional industries integrate with digital technology. The concept of "Internet Plus" involves leveraging the internet platform and communication technologies to merge with various sectors, including traditional industries, to foster innovation and create new ecosystems. Successful examples include Taobao for e-commerce, Jingdong for retail, and Alipay for finance, demonstrating the transformative power of this strategy. One long-standing issue in the sports sector is the low utilization rate of stadiums. When combined with the Internet, what impact could this have? A notable example is the "Group Pass" in Guangzhou, one of the earliest successful cases of the "Internet Plus" approach in sports. Launched on November 12, 2013, it coincided with the third anniversary of the Guangzhou Asian Games. Established by the Guangzhou Municipal Sports Bureau, the platform collects public sports venues, fitness monitoring data, coaching services, group activities, and sports organizations, offering an integrated information system for sports enthusiasts. Users can access it through websites or mobile apps, making it easy to find and book facilities. The app is user-friendly, allowing users to search for sports venues by type or location and make reservations if registered. Since its launch, over 200,000 people have used the platform to book gymnasiums for fitness and recreation. According to Lin Yanfen, deputy director of the Guangzhou Sports Bureau, the platform has helped increase stadium usage and promote openness. In recent years, similar apps like “Venue” in Beijing have emerged, focusing on badminton court bookings. While they offer location details and pricing, many venues remain unavailable for immediate booking, and the coverage is limited. This suggests that more effort is needed to expand partnerships and improve accessibility. Compared to mobile apps, WeChat official accounts are a more cost-effective solution. Many sports authorities and stadiums now use these platforms to promote events and manage venue bookings. For instance, the Wukesong Stadium’s WeChat account successfully promotes CBA games and allows ticket purchases via links. However, not all accounts are regularly updated, leading to low engagement and underutilization. A recent survey by a consulting firm revealed that the average lifespan of a mobile app is only 10 months, with 85% of users uninstalling apps within a month. After five months, retention drops to just 5%. Similar trends are seen on WeChat public accounts, where millions exist but many remain inactive. Therefore, integrating stadiums with the Internet is not as simple as launching an app or setting up a WeChat account. It requires sustained effort, a dedicated team, and effective marketing strategies to truly stand out and make a lasting impact.

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