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Recently, the fourth round of the "Northeast Super League" competition was held in Shenyang. While enjoying the passionate competition, fans can also enjoy the free first pass ticket for 41 scenic spots in the Shenyang metropolitan area with the electronic ticket stub of the competition, and receive exclusive consumption coupon packages with just one click, enjoying exclusive discounts and benefits in catering, accommodation, cultural tourism, supermarkets, bathing and other areas.

 

Nowadays, in addition to football events such as "Northeast Super League" and "Su Super League", concerts, marathons, e-sports competitions and other events across the country have also implemented ticket rights. A ticket stub is not only a voucher for entering and watching the competition, but also a consumption pass that connects the local catering, cultural tourism, retail, and accommodation industries.

 

Unlocking Northeast Consumption with Competition Ticket stubs

 

I specially came from Harbin to Shenyang to cheer for the Harbin team. With a 19.9 yuan electronic ticket stub for the game, I enjoyed a discount on accommodation. After the game ended, I got a discount at the nearby barbecue restaurant. The next day, with the ticket stub, I even waived the first ticket to the Shenyang Palace Museum scenic area. After calculating, I saved nearly 200 yuan on food, accommodation, and entertainment. This game was really worth watching, "said Xiao Zhou, a fan from Heilongjiang.

 

The consumption of ticket stubs has also brought tangible consumption growth to local businesses. Data shows that in the first week of the "Northeast Supermarket", the search volume for "Shenyang Barbecue" increased by 156% year-on-year, and the booking volume for Harbin scenic spots surged by 119% year-on-year. The owner of a specialty barbecue restaurant in Shenyang told reporters that since the start of the competition, more than 30% of customers have come to the restaurant to consume with "Northeast Super" ticket stubs, and the weekend customer flow has doubled directly.

 

The generous consumption gift package attached to the ticket stub has also made "Northeast Super" event tickets a hot commodity. Taking Shenyang Tiexi Sports Stadium as an example, the number of ticket reservations has increased from 70000 in the first round to 130000, approaching 150000, and the lottery winning rate has been declining.

 

So, how can holders of competition tickets enjoy discounts? A representative from UnionPay Business Liaoning Branch said that after winning a ticket, fans can open the "Cloud QuickPass" app, enter the "Northeast Super Ticket Root Economic Official Service Platform", upload the ticket root, and after the system's second level OCR verification, they can receive a ticket root exclusive gift package. When shopping, discounts can be automatically deducted through "Cloud QuickPass" payment.

 

It is reported that in Liaoning, UnionPay Business has attracted over 4300 high-quality merchants to settle in and launched interactive tours of more than 40 scenic spots with tickets; In Jilin, a joint launch of the "Northeast Super" exclusive consumption gift package has been launched, covering 129 "Super Tour Jilin" routes, 17 scenic spots are exempt from the first ticket, and over 128400 coupons are distributed during the summer consumption season; In Heilongjiang, the "one penny, one bowl of noodles" and other activities that benefit the people through ticket stub, led to the highest growth of 93.45% in the turnover of cold noodles, Daoxiao Noodles and other characteristic catering sample stores.

 

It is reported that since the start of the "Northeast Super League", the second on-site viewing point in Liaoning has generated a direct revenue of 910 million yuan, a year-on-year increase of 20.6%, driving nearly 5 billion yuan in related consumption throughout the entire chain. Relying on the "Cloud QuickPass" ecosystem and ticket root service platform, "Northeast Supermarket" has achieved a complete closed loop of "ticket root upload intelligent verification rights distribution payment verification data review". This ability of "identification, outreach, verification, and review" enables the government to subsidize precise drip irrigation, allowing merchants to truly profit and benefiting fans.

 

The economy of ticket stocks blooms in multiple locations across the country

 

The Northeast Super League is not an isolated case. The reporter learned that the consumption promotion model with ticket stubs as the entrance has moved from single point exploration to a new stage of multi regional linkage and platform operation.

 

Taking football matches as an example, "Su Chao" has created a universal ticket code for Jiangsu Province, which has driven comprehensive consumption of nearly 40 billion yuan in a single season. Minchao has innovatively launched a "one-time application, one code universal, multiple enjoyment" mode. Fans can upload screenshots of "Fuyun Games" ticket stubs to generate "ticket stub codes", which can be deducted with one code in designated supermarkets and leisure and entertainment scenes. The Guizhou "Village Supermarket" project has customized and built an exclusive platform for "ball tickets+high-speed rail tickets". Tourists can exchange consumption voucher packages with round-trip high-speed rail ticket stubs and spectator tickets, connecting the dual traffic of culture, sports and tourism.

 

Marathon, e-sports, concerts, and other events continue to implement ticket rights. In Anshun, Guizhou, marathon participants can receive exclusive coupon packages after uploading registration screenshots for verification, covering various consumption needs such as catering, accommodation, supermarket retail, and fuel transportation during the competition period; Hangzhou Electric Competition collaborates with over a hundred merchants in commercial districts to launch themed discounts; In Anyang, Henan, catering invoices are used as ticket vouchers, and citizens can accumulate points to exchange for local popular scenic spot tickets after uploading and verifying the invoices, opening up a new link between "local catering consumption - cultural tourism drainage". Shandong has launched the "Lu Piao Piao" cultural and tourism smart ticket root platform, integrating ticketing, coupons, verification, and data tracking into one mini program. Tourists can come in and take a look to see which nearby businesses can use ticket stubs, what discounts are available, and how to get to the nearest destination.

 

Gao Zhengyang, a special researcher at Su Shang Bank, believes that the essence of the banknote economy is the extension of consumption from "single purchase" to "chain experience". A ticket not only represents the value of entertainment or sports products, but also targets the "real audience" with high consumption willingness. As a "real behavior voucher", the ticket stub solves the pain points of "who received the coupon, who arrived at the scene, and who actually consumed" in the traditional coupon issuance model, reduces the waste of mass advertising, and achieves accurate traffic conversion.

 

The project leader of UnionPay Business also stated that ticket stubs naturally have the attribute of "real attendance". Compared with the model of issuing coupons to a general audience, the consumer group identified based on ticket stubs already has a strong willingness to travel and consume. The accuracy of subsidy allocation will be greatly improved, avoiding the common problem of "grabbing coupons and leaving them idle" in traditional consumer promotion activities. Relying on the full chain digital service capability of the ticket root platform, the platform can accurately guide the popularity of sports events and cultural tourism to local physical merchants, ultimately forming a multi-party win-win pattern where the government provides policies, the platform provides technology, merchants provide rights, and consumers benefit.

 

Actively innovating the ticket stub service mechanism

 

Currently, the economy of ticket stocks is thriving. However, the reporter's investigation found that the ticket economy in many places still has shortcomings such as short activity cycles, insufficient cross regional mutual recognition, and shallow linkage of business formats.

 

Lin Xianping, Associate Professor at Zhejiang University City College and Executive Deputy Secretary General of the China Urban Expert Think Tank Committee, stated that the ticket economy not only promotes consumption growth, but also enhances urban economic vitality, strengthens consumer participation and sense of gain. To ensure its sustainable development, ticket stubs should be combined with local IP and cultural and creative derivatives to enhance emotional value and cultural identity. For example, "Northeast Supermarket" can design ticket stubs as city postcards with collectible value, linking them to the football culture and stories of Northeast China; The "Village Supermarket" ticket stub can be embedded with ethnic minority cultural elements, allowing consumers to "pay for their feelings" and prolonging the life cycle of the ticket stub economy. At the same time, we need to innovate service mechanisms, such as launching a universal redemption platform for ticket stubs and points. In short, ticket stubs should not only be "discount coupons", but also become a "guide map" that carries urban culture.

 

Gao Zhengyang suggested that further use of big data, AI recommendation, and anti-counterfeiting technologies (such as blockchain) should be made to achieve accurate user profiling of ticket stubs and intelligent matching of rights, accurately push customer flow for merchants, customize personalized consumption routes for users, and avoid the extensive flow model of single discounts. At the same time, the government needs to continuously improve its policy support system, while enterprises should strengthen collaborative cooperation, promote data sharing, and jointly build a multi-party win-win consumer ecosystem. In addition, it is necessary to regulate market order, eliminate chaos such as free ticket drainage and hidden price increases, introduce unified verification and rights standards, and protect the rights and interests of both consumers and merchants.

 

The reporter learned that many places have been making efforts in the above direction. For example, in combination with ticket stub consumption, Liaoning launched a series of activities such as "Northeast Supermarket"+TESCO Group Liaoning "," Northeast Supermarket "+night economy", "Northeast Supermarket"+time-honored brands ".

 

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