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Chinese brands bet on sponsorships for Qatar World Cup
“中國元素”閃耀卡塔爾世界杯
As the World Cup approaches in Qatar, "made in China" are having increasing presence in this biggest football bonanza across the globe, with Chinese brands betting on amounting sponsorship to enhance their international influence, according to Global Data, a consulting and analytic company headquartered in London, Beijing Business Today reported.
據《北京商報》報道，總部位于倫敦的咨詢和分析公司環球數據稱，隨著卡塔爾世界杯的臨近，“中國制造”在這場最大規模的足球商業賽事中的影響力越來越大。
Wanda Group, Hisense Group, Vivo and dairy company Mengniu are four official Chinese sponsors of FIFA, while Wanda has become one of FIFA's seven corporate partners, along with Coca-Cola, Adidas, Hyundai-Kia, Qatar Airways, Qatar Energy and VISA.
本屆世界杯中，國際足聯官方指定的中國贊助商總共有四家，分別是萬達集團、海信集團、Vivo和蒙牛乳業。萬達與可口可樂、阿迪達斯、現代起亞、卡塔爾航空、卡塔爾能源、VISA一同被列為國際足聯七大官方合作伙伴之一。
Data showed Chinese companies provided more sponsorship revenue than companies from any other country at the 2022 World Cup, ranking as the world's top with nearly $1.4 billion, exceeding that of the US at $1.1 billion.
數據顯示，中國企業在本屆卡塔爾世界杯的贊助額達到了14億美元，居世界第一，美國企業贊助額為11億美元。
Apart from big companies, manufacturers from Yiwu, China's small commodity hub, are also witnessing their growing influence during the world-renowned sports event.
除了大企業，來自中國小商品之都義烏的制造商在這場全球體育盛宴中的影響力也與日俱增。
From footballs, national flags and trophy ornaments to horns and whistles, over 60 percent of souvenirs are being produced in Yiwu for this years' World Cup.
從足球、國旗、獎杯飾品到喇叭和口哨，本屆世界杯60%以上的紀念品來自義烏。
"In terms of the global industrial supply chain, 'made in Yiwu' has already become a worldwide commercial symbol originating from China, which indicates 'reliance' and 'trust'", said Song Xiangqing, an economist and the vice-president of the Commerce Economy Association of China.
中國商業經濟協會副會長、經濟學家宋向清表示：“就全球產業供應鏈而言，‘義烏制造’已經成為源自中國的世界性商業符號，這意味著‘信賴’和‘信任’”。
Lusail, Qatar's biggest stadium to hold the World Cup final, was built by China Railway Construction Corp International, costing a total of $770 million.
卡塔爾最大的體育場盧賽爾體育場是世界杯決賽場地，由中國鐵建承建，耗資7.7億美元。
CCTV news reported that Chinese companies mainly from Guangdong and Zhejiang provinces have also provided more than 10,000 container houses for the World Cup, used as accommodation for tourists and football fans.
據央視新聞報道，本屆世界杯為游客和球迷提供了1萬多個集裝箱房作為住宿場所，這些集裝箱主要來自中國廣東和浙江的企業。
"The World Cup sponsorship by a large number of Chinese companies is a demonstration of China's economic power, and makes the globe feel the power of Chinese brands," Song said.
宋向清稱：“大量中國企業贊助世界杯是中國經濟實力的展示，讓世界感受到中國品牌的力量。”
According to Deloitte's report, football generates an annual output of more than $500 billion across the world, accounting for over 40 percent of the sports industry, being called "the world's 17th largest economy".
德勤報告顯示，足球行業的全球年產值超過5000億美元，占體育產業的40%以上，被稱為“世界第17大經濟體”。
Vivo, for example, entered the markets in 10 European countries through its sponsorship of the 2018 FIFA World Cup in Russia.
例如，智能手機廠商Vivo在贊助2018年俄羅斯世界杯后，順勢進入10個歐洲國家市場。
In cooperation with the UEFA Euro Cup, the smartphone manufacturer doubled its market share growth in Europe, and further accelerated Vivo's globalization process.
通過與歐洲杯合作，Vivo在歐洲的市場份額增長了一倍，并進一步加快了Vivo的全球化進程。
By participating in popular sports events around the world, Chinese brands are able to march into the international market in a more imperceptible way, and resonate emotionally with global users, according to Vivo.
Vivo表示，通過與世界各地知名體育賽事合作，中國品牌能夠以潛移默化的方式進入國際市場，并與全球用戶建立起情感溝通。
In 2016, Hisense spent $100 million to become an official sponsor of the World Cup in Russia. Sales volume of Hisense TV surged nearly three times after the game kicked off, reaching a record high.
2016年，海信斥資1億美元成為俄羅斯世界杯官方贊助商，開賽后，海信電視的銷量激增近三倍，創下歷史新高。
"However, sponsoring sports events should not be dismissed simply as marketing stunts," Song said, "as overseas markets have complex social systems and ethnic cultures, Chinese brands need to consolidate the foundation first, and build up themselves in product, service and platform."
宋向清稱：“然而，贊助體育賽事不應被簡單地視為營銷噱頭，由于海外市場具有復雜的社會體系和民族文化，中國品牌需要首先打好基礎，做強產品、服務和平臺。”
來源：中國日報
編輯：董靜
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