中国品牌井喷式亮相2018世界杯

中国品牌井喷式亮相2018世界杯

2018俄罗斯世界杯即将迎来决胜时刻。一个月来，32支队伍在绿茵场上拼杀，中国虽然无缘这一赛场，但却作为新晋玩家在另一场竞技中获得瞩目。

很多人都注意到了场边不断滚动出现的汉字广告。在本届世界杯中，7家中国企业成为赞助商，覆盖全部三个赞助级别，其中万达还成为了国际足联顶级赞助商，合同签到了2030年。有数据显示，中国企业在世界杯期间的广告支出达8.35亿美元，占全部赞助费的35%。

可以说，今年是中国品牌在世界杯亮相的爆发之年。要知道，直到8年前的南非世界杯上才第一次出现了赞助世界杯的中国公司——而且还是源于一个商家的临时退出。

这种“爆发”绝非偶然，而是中国企业蓄力的结果。今年是中国改革开放的第40年，是中国加入世界贸易组织的第17年，中国企业已经越来越熟悉并乐于参与全球化竞争。近年，中国品牌不断“出海”，在消费电子、家电、汽车、智能设备、互联网服务、移动游戏、电子商务等领域表现活跃。“一带一路”倡议也让中国品牌进军海外有了更强大的动力。Google大中华区总裁石博盟这样评价：“越来越多的中国品牌逐渐具备了‘出海’的三项必备条件：能力、抱负和信心。”

花重金在海外打响广告是关键一步，然而真正能够赢得消费者的还是高品质。现在，海外消费者，尤其是年轻一代，很多都对中国品牌有正面认知，他们喜欢创新、时尚且价格合理的商品和服务，“无论它们产自何方”。

人们热爱世界杯，热爱足球，是因为它的精神，勇于竞争，崇尚实力，追求公平，抓准机遇，永不言弃——中国众多正在奋进的品牌也是一样。

Chinese brands kick off at 2018 FIFA WorldCup

The2018 FIFA World Cup in Russia is coming to a close. Over the past month, 32teams have fought to the bitter end on the green pitches. Although China'snational team is not competing this year, there is still a strong Chinesepresence on and off the sidelines of the tournament, which has attracted worldwideattention.

Manypeople have noticed the conspicuous Chinese advertisements constantly rollingand updating on the sidelines of the games. During this year's World Cup, sevenChinese enterprises are sponsoring the matches, hoping to step into the globalmarket. Wanda is this year's top-tier FIFA partner, with their contract beingsigned through 2030. Statistics show that Chinese companies have spent US$835million on advertising and promoting their brands during this year's FIFA WorldCup, accounting for 35 percent of total sponsorship.

2018marks a year of explosive presence of Chinese brands at the World Cup. 2010marked the first time that a Chinese enterprise appeared at the FIFA World Cupin South Africa as a sponsor of the international sports event, which occurredbecause another sponsor temporarily withdrew from the event.

Thephenomenon is by no means accidental – it’s a result of the unremitting effortsmade by Chinese enterprises. This year marks the 40th anniversary of China'sreform and opening-up, and the 17th anniversary of China's accession to theWorld Trade Organization (WTO). Chinese enterprises are becoming more and morefamiliar with and willing to participate in global competitions.

Overthe past few years, a number of Chinese brands in industries such as consumerelectronics, home appliances, vehicles, smart gadgets, internet service,handset games and e-commerce, have played active roles in reaching the overseasmarket. In addition, the Belt and Road Initiative has secured a sound momentumin facilitating Chinese enterprises to build their brands abroad. ScottBeaumont, president of Google’s operation in China, said, “An increasing numberof them (the Chinese enterprises) are ticking all three boxes on the list ofessential travel requirements. First is competence. Second is ambition. Thirdis confidence.”

However,no matter the cost of advertising when seeking a niche market overseas, thequality of the product is what counts most. Nowadays, Chinese brands have beenparticularly popular among younger generations of global consumers, who valuecreative and modern products sold at reasonable prices, regardlessof where they come from.

Similarto our passion for soccer and the World Cup, which brings out thecompetitiveness in all of us, Chinese brands are also becoming more competitivein the global market. Their enthusiasm to reach overseas customers by creatingand designing quality products is an exciting time not only for the Chineseenterprises, but for the millions of customers around the world who can enjoythem.