Hefei City, Anhui Province, east China - Recent (CCTV - No access Chinese mainland)
1. Various of commercial street 1912 W-B Market filled with World Cup-related decorations
2. Various of bar goers watching World Cup match
3. SOUNDBITE (Chinese) Li Bai, bar owner (partially overlaid with shot 4):
"Preparations for the World Cup started half a month ago. We have prepared a 4K big screen television for the live matches, and will stay open till the games are over and all the fans leave."
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4. Bar goers watching World Cup match
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5. Various of bar goers
6. SOUNDBITE (Chinese) Bar owner (name not given):
"We are offering a 150-yuan discount on imported liquors and a 80-yuan discount per dozen of beers. We will also give out complimentary fruits and snacks to fans who come after 22:00."

Hanghzou City, Zhejiang Province, east China - Recent (CCTV - No access Chinese mainland)
7. Various of World Cup merchandise on display

The ongoing 2018 FIFA World Cup Russia is giving a huge consumption boost to China while offering businesses across the country a great opportunity to profit from the month-long tournament.

Retailers and caterers are among those benefiting the most from the World Cup craze that is sweeping across the country, as myriads of Chinese football fans swarm into restaurants and bars to watch the matches and cheer for their favorite teams.

Business owners at the 1912 W-B Market, a commercial street prominently featuring World Cup elements Hefei, capital of east China's Anhui Province, for instance, are reveling in the business opportunities created by the globally-watched event.

Many bars are showing matches live on high-definition televisions and extending their business hours to attract more customers.

"Preparations for the World Cup started half a month ago. We have prepared a 4K big screen television for the live matches, and will stay open till the games are over and all the fans leave," said li Bai, a bar owner.

Generous discounts are also offered to encourage fans to spend while watching the matches.

"We are offering a 150-yuan discount on imported liquors and a 80-yuan discount per dozen of beers. We will also give out complimentary fruits and snacks to fans who come after 22:00," said another bar owner.