从街边烟火到世界杯赛场，可口可乐如何借体育场景连接消费生态？

中国经营报06-17

在2026年美加墨世界杯赛场内，随着比赛哨声响起，看台上的欢呼声一浪高过一浪。在这场全球瞩目的体育盛事中，两位来自中国消费一线的从业者出现在现场：一位是来自江苏南京的餐饮创业者李媛媛，另一位是来自湖南零售行业的一线员工胡兴。　　对他们而言，世界杯并不只是一次远距离观看国际赛事的机会，更像是一次来自日常消费场景的“连接”。在他们身后，是中国大量餐饮门店、零售终端以及服务业从业者组成的庞大网络。　　...

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scenes?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"KO":1.91},"content_text":"在2026年美加墨世界杯赛场内，随着比赛哨声响起，看台上的欢呼声一浪高过一浪。在这场全球瞩目的体育盛事中，两位来自中国消费一线的从业者出现在现场：一位是来自江苏南京的餐饮创业者李媛媛，另一位是来自湖南零售行业的一线员工胡兴。　　对他们而言，世界杯并不只是一次远距离观看国际赛事的机会，更像是一次来自日常消费场景的“连接”。在他们身后，是中国大量餐饮门店、零售终端以及服务业从业者组成的庞大网络。　　有关数据显示，中国个体工商户数量已超过1.27亿户，带动近4亿人就业。餐饮、零售等贴近日常生活的消费业态，正在成为观察经济活力的重要窗口。　　此次邀请中国一线价值链伙伴走进世界杯现场，是可口可乐中国围绕体育营销和消费生态布局的一部分。可口可乐大中华及蒙古区总裁吉路克表示：“国际足联世界杯是一项全球性的赛事，但它真正的生命力来自每一个市场的本土实践。没有本地伙伴，就没有真正的全球世界杯。”　　在业内看来，随着体育赛事影响力从赛场向消费端延伸，企业如何将全球资源转化为本地消费场景，正在成为品牌长期运营能力的重要体现。　　从世界杯看台到街边门店：消费一线成为体育经济连接点　　站在世界杯看台上的李媛媛，想到的却是南京街头的烧烤店。　　她经营的连锁烧烤品牌从一家街边小店起步，如今已发展至20余家门店，并创造约300个就业岗位。2025年，她所在品牌还参与赞助“江苏省城市足球联赛”南京队，将体育热情带入本地消费场景。　　当世界杯现场的球迷随着比赛节奏欢呼时，李媛媛产生了一种熟悉感。“那一瞬间我想到南京的小店。平时比赛夜，店里也是这样，大家一边撸串、一边喝着可口可乐，球一进就全店一起喊。”她表示。　　对于餐饮经营者而言，体育赛事带来的并不仅仅是短期客流，更重要的是消费氛围和社交场景的变化。围绕球迷观赛需求，李媛媛曾与江苏太古可口可乐就赛事期间门店布置和互动形式进行交流，希望让消费者在餐饮空间中获得更强的参与感。　　另一位受邀来到世界杯现场的胡兴，则代表着零售终端背后的另一类消费参与者。　　从基层岗位成长起来的胡兴，长期从事零售门店开发和运营相关工作。观看比赛期间，一个补货场景让他印象深刻：工作人员在赛场边整理冰柜、补充产品，而这些动作与他早年在门店一线的工作高度相似。　　“补货、陈列、检查标准，这就是我刚入行每天都要做的事情。原来世界杯赛场边上要紧的事，和我当年在株洲小店里要紧的事，是一样的。”胡兴说。　　在可口可乐中国庞大的合作网络中，餐饮和零售终端大多由中小企业、个体经营者构成。通过覆盖生产、物流、渠道和终端的价值链体系，品牌与大量本地经营者形成长期合作关系。　　根据专业咨询机构测算，可口可乐系统每直接创造1个就业岗位，可在价值链上下游带动约8个相关就业机会，形成超过31万个关联就业岗位。数字背后，是大量具体经营者和一线从业者的日常投入。　　体育赛事加速消费融合，品牌竞争进入场景运营阶段　　世界杯这样的全球赛事，正在成为品牌连接消费者的新入口。　　今年，可口可乐围绕2026年美加墨世界杯推出主题包装，在中国市场上线超过17款设计，将赛事元素融入日常消费。同时，品牌还与本土科技企业合作，结合人工智能技术打造数字互动体验，让消费者在观赛过程中形成更多参与方式。　　从国际世界杯赛场，到地方城市联赛，再到社区足球活动，体育正在从竞技场逐步进入餐饮、零售等生活空间。　　近年来，体育赛事与消费场景的融合趋势愈加明显。一方面，大型赛事能够带动观赛、餐饮、零售等即时消费需求；另一方面，品牌也希望通过赛事建立更长期的消费者关系。　　可口可乐进入中国市场四十余年来，体育一直是其连接消费者的重要方式。从国际大型赛事到本土体育活动，企业不断尝试将全球资源与中国市场需求结合。　　2026年是“十五五”开局之年，体育消费与服务消费融合发展正在成为市场关注的方向。对于消费品牌而言，如何把一次赛事热度转化为长期消费价值，将成为下一阶段竞争的重要课题。（文章来源：中国经营报）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":false,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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