Despite the time difference between China and Europe, Chinese online businesses were abuzz about Italy`s tight defense against Spain in the early hours of Monday morning in the Euro 2012 championship as die-hard football fans stayed up late for the match.
周一凌晨，2012年歐洲杯拉開帷幕。盡管中國與歐洲存在時差，但因為許多鐵桿球迷都在熬夜觀戰。在首場比賽中，意大利隊對西班牙隊采取了密集防守的戰術，而許多網絡商家這時也在熱議這場“惡戰”。

"The results might determine which national flag we should keep more of in stock," said Xie Hui, an online vendor on Taobao.com, a popular customer-to-customer site in China.
淘寶賣家謝輝（音譯）說：“比賽結果很可能就決定著我們應該增加哪個國家國旗的庫存。”

As fans all over the world celebrate the championship in a great global party, e-commerce retailers are embracing the football spirit, doing a roaring trade in colorful national flags, kits and trophies.
全世界球迷都沉浸慶祝歐洲杯的狂歡派對中。電子商務零售商們也充分利用這種“足球精神”，出售各色國旗、球衣以及獎杯，生意做得如火如荼。

Xie`s online store is an array of tournament merchandise, ranging from classy to kitschy, and from cheap to cheekily expensive.
謝輝的網店經營著大量的比賽商品，從高檔品到低劣品，有的很廉價，有的則貴得令人咋舌。

The mantra, according to Xie, is: if you cannot get to a Euro 2012 game in person, you can now get a flavor of the world`s top competition via my website.
謝輝表示，我們做生意的口號就是：“如果你不能親臨2012歐洲杯比賽現場，在我們的店里，你可以馬上感受到這項全球頂級賽事的氛圍。

"Anything with a number 7 on it is selling like hot cakes," he said referring to the shirt worn by Portuguese star Cristiano Ronaldo.
他提到一件葡萄牙球星克里斯蒂亞諾•羅納爾多所穿的球衣表示：“凡是帶有數字7的商品都會大賣特賣。”

"Every time we replenish the stock, the next morning we`re sold out by 11 am," he said.
“每次只要我們一進貨，第二天上午11點前就會銷售一空。”

The term "European Cup" was firmly on Taobao`s list of "hot topics" by Monday, with the search term showing up more than 54,000 times.
到本周一為止，“歐洲杯”一直是淘寶上的熱門搜索詞之一，該詞的搜索量達到5.4萬次之多。

Sales of football kits across the Web have rocketed, as avid fans tend to wear the same jerseys as their favorite teams.
鐵桿球迷們都想身穿自己喜愛球隊的球衣，因此網上的足球隊服銷售額也激增。

Kits for the Spanish team have been the biggest seller, with more than 5,000 being sold in the past month, according to Taobao. Sales of German, Italian, French and Portuguese kits all topped 3,000.
淘寶上，西班牙隊的球衣成為最暢銷的產品，過去一個月賣出5000多件。而德國、意大利、法國以及葡萄牙各隊球衣的銷售數量也都達到3000件之多。

It would seem that the beer culture which developed during the 2010 World Cup is set to get even bigger, said football fan Zou Tianliang.
球迷鄒天亮（音譯）表示，似乎人們要把2010年世界杯期間形成的啤酒文化繼續發揚光大。

Zou is enamored with the beverage and plans to shop online. His enthusiasm stems from an affection for the drink and a desire to get discounted goods online, he said.
鄒天亮是無酒不歡的人，所以他打算去網購。他表示自己之所以這樣熱衷網購，除了因為自己喜歡喝酒這點之外，同時也希望在網上買到打折商品。

Pinlive, a beer and snacks retailer on Tmall.com, China`s biggest business-to-consumer website, saw its beer sales surge as the event drew near.
Pinlive是一家在天貓（原淘寶商城）上出售啤酒和零食的網店。賽事臨近時，該店的啤酒銷量激增。

It started a promotion for the tournament two weeks ago by selling beer at discounts of 20 to 30 percent, said Robin Yue, who is responsible for operating Pinlive`s online store.
據Pinlive網店的負責人羅賓•岳表示，兩周前，Pinlive開展了歐洲杯大促銷活動，所有出售的啤酒都打出了7-8折的優惠價。

He said that Pinlive`s beer sales over the past two weeks were up to five times the normal level.
他表示，Pinlive過去兩周的啤酒銷量是平時的五倍。

"Beer is an indispensable part of the soccer culture. I might go to the pub for the final," Zou said.
鄒天亮說：“啤酒是足球文化不可缺少的一部分。我可能會去酒吧看總決賽。”

Foosball, also known as table football, until recently a rarity in China, has grown in popularity among online buyers, including the many bars across the country.
而不久前還是稀有商品的桌上足球，現在已經越來越受到廣大“網購一族”的青睞，其中也包括很多國內酒吧。

Over 20,000 foosball sets were sold on Taobao in May. An online merchant from Guangdong province sold more than 300 sets, priced between 105 and 118 yuan.
五月份淘寶共售出2萬套桌上足球。一家來自廣東的網絡商戶共售出300多套桌上足球，價格從105元到118元不等。

Foosball has become a game-changer for many bars.
桌上足球也為許多酒吧扭轉了經營局面。

"Customer flow has jumped by five times, and most were immediately attracted to the gadgets," said Zhang Na, sales manager of O`Malley`s Irish Pub in Shanghai.
上海歐瑪莉愛爾蘭餐廳銷售經理張娜（音譯）表示：“餐廳客流量增加了五倍，他們大部分人都很快迷上了桌上足球。”