Online deliveries of beer and crayfish soar in the midst of World Cup fever

Food and beverage consumption has been booming since the kick off of the World Cup, and on-demand food delivery service and online retailers are also embracing football fever.

Consumption of food and beverage has been booming since the kick off of the World Cup, and as canteens and bars become packed with football fans, on-demand food delivery service and online retailers are also bracing football fever.

In Shanghai, the average payment for dining made through Alibaba's lifestyle services website Koubei climbed 30 percent, and Shanghai ranks first place in terms of the total amount of spending on late night meals and snacks.

Consumers born after the 80s and 90s contribute more than 80 percent of dining expenses in Shanghai, and their total spending on crayfish jumped 75 percent from a year ago, Koubei data shows.

Gyms and other places for working out are facing a slow bout, though. In Shanghai, daily average spending at gyms on the Koubei platform went down 17 percent from normal times.

Spending on alcohol isn't just limited to bars and clubs — average spending on alcoholic drinks through online merchants also climbed 50 percent since the beginning of the World Cup.

According to the online delivery data from Meituan Dianping, the best selling items include beer and crayfish, the two most popular snacks while watching sports games. The biggest increase in food delivery were seen in cities including Qingdao, Urumuqi, Kunming and Shenyang.

Tmall's online supermarket division, which handles the fulfillment of shoppers' orders for food, beverage and groceries, said the number of orders that have been dispatched within one hour more than doubled from a month ago.

From July 1 to 15 it will offer 24-hour non-stop on-demand delivery operation in Beijing and Hangzhou. In the remaining 19 domestic cities it will offer service from 9am to 9pm.


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