Since the 2008 Beijing Summer Olympics, the National Stadium has successfully hosted a series of internationally influential major events, including the 2015 IAAF World Championships in Athletics and the opening and closing ceremonies of the 2022 Beijing Winter Olympics. The Bird's Nest has thus become the world's first venue to have staged both the Summer and Winter Olympic opening and closing ceremonies.

Operated by the National Stadium company with the support from Beijing State Capital Company, the Stadium is run based on the directions from the government with social forces engaged and as the way a company should be run. The company runs the Stadium based on the market rules and introduce new operation mode. It holds football games, track and field, equestrian games, skiing games and other international sports events. What’s more, it also holds concerts, performance show and other shows. It supports competition events with teenagers being the candidates and other activities for the sake of public good. It also tries to foster home-grown brands, develop new attraction for tourists, and establish new business chain. It has established a ecosystem of businesses with staging large events, tourism services, and business development as the main parts. It has been profiting by itself for several years in a row, keeping its development sustainable.

The “Bird’s Nest” has become a typical example of Chinese success story in repetitive, comprehensive, and long-term post-Olympic utilization of giant stadiums, serving as a “Chinese solution” to the sustainability advocated by IOC.