The Development of Stadiums in the Internet Age

The development of stadiums in the Internet era, dated May 6, 2015, 10:34. At this year’s two national conferences, the government work report first introduced the concept of an "Internet Plus" action plan. This sparked widespread discussion and made "Internet Plus" one of the most popular topics across society. The "Internet Plus" strategy involves using the Internet as a platform and leveraging information and communication technologies to integrate the Internet with various industries, including traditional sectors, to create new ecosystems. There have already been numerous successful examples. For instance, e-commerce platforms like Taobao emerged from the combination of traditional markets and the Internet, while JD.com brought online retail to traditional department stores. Alipay revolutionized banking, and Didi Chuxing transformed traditional transportation. One long-standing issue has been the low utilization rate of stadiums. What happens when stadiums meet the Internet? The Guangzhou Group is one of the earliest and most successful cases where the sports sector applied the "Internet Plus" concept. 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 aims to collect public sports venues, provide fitness monitoring, coaching, group activities, and organize sports associations. It serves as a comprehensive information platform where sports enthusiasts can interact, access information, and manage their activities. Citizens can use websites or mobile apps to access the service. Using the app on a smartphone, users can easily search for sports facilities by type or location, book courts, and find nearby venues. Since its launch, over 200,000 people have used the platform to reserve gymnasiums for exercise and fitness. In early April this year, Lin Yanfen, deputy director of the Guangzhou Municipal Sports Bureau, told a reporter from China Sports Daily that the platform has helped increase stadium usage and promote public participation in sports. In recent years, similar mobile apps have emerged, such as “Venue” in Beijing, which helps users find badminton courts. However, the number of available venues is limited, and many are far away. As a result, the app lacks sufficient cooperation from local facilities and requires more development in the future. Compared to mobile apps, setting up a WeChat official account is much cheaper. Many sports authorities and stadiums have started using WeChat to share venue-related information and promote usage. The WeChat account of Beijing Wukesong Stadium Management has seen some success, occasionally posting updates about CBA games and events, allowing readers to purchase tickets directly through links. However, many other accounts remain inactive, with little content and low engagement, leading to underutilization. A recent survey by a consulting firm revealed that the average lifespan of a mobile app is only 10 months, and 85% of users delete it within a month. After five months, the retention rate drops to just 5%. A similar trend is observed with WeChat official accounts. By the end of 2014, there were 8 million registered WeChat accounts, growing at an average of 15,000 per day. Therefore, the integration of sports departments, stadiums, and the Internet is not as simple as creating an app or opening a WeChat account. It requires long-term commitment, a dedicated team, and effective marketing strategies to stand out and succeed.

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