Euro 2012
Euro 2012-themed advertisements in a supermarket in Haikou
As the 2012 UEFA European Football Championship kicks off in Poland and the Ukraine, Chinese football fans have Euro 2012 fever even with Poland six hours behind China, and the Ukraine five. During the Euro 2012 cup, sales of football-related commodities such as snacks, beers and TV sets have soared in Haikou.

Thanks to the Euro 2012, sales of soccer jerseys have tripled in Haikou. Soccer jerseys are in hot demand even though the prices are relatively expensive this year, between RMB 499 and RMB 1098. According to the store manager of Adidas’ flagship store in Haikou, the sales volume at the store has tripled during the cup, climbing to over 100 pieces everyday. Amongst these, 70% to 80% are German soccer jerseys and Spanish soccer jerseys.

Besides soccer jerseys, snacks are also an indispensable component in football fans’ late-night match viewing. Statistics from an online shop show their sales of beers and snack foods have increased dramatically recently, rising by between 80% and 200%. Snacks like peanuts, beef jerky and pickled chicken feet have even seen 300% sales growth. And this is also true in the supermarkets and convenience stores of Haikou.

While some like watching the game at home, others prefer a bar and grabbing a few cold beers while sharing the excitement with other fans. Bars in Haikou have been waiting patiently and preparing to welcome enthusiastic fans. Posters of football stars have been put up in bars, and a large-screen TV set has even been replaced by a projection screen in one bar.

Another football-related hot seller in Haikou has been television sets. At some shopping malls, a reporter saw many TV sets being purchased in short succession, most of them by football fans. According to a salesperson, compared to May, sales of TV sets have grown rapidly since the beginning of June.

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