本次世界杯不僅僅是國際大型體育比賽，更是世界諸多頂級(jí)企業(yè)“追逐競(jìng)技”的商業(yè)賽事現(xiàn)場(chǎng)。在智能手機(jī)時(shí)代，用手機(jī)看球賽逐漸取代了電視，國產(chǎn)手機(jī)品牌也借力世界杯賽事，開拓海外市場(chǎng)。

Chinese smartphone companies are tapping into the zeal for soccer to better resonate with global consumers, as they step up their push to explore overseas markets in efforts to revive the smartphone sector that has been mired in a sales slump amid the COVID-19 pandemic.

中國智能手機(jī)制造商正在利用人們對(duì)足球的熱情，更好地與全球消費(fèi)者產(chǎn)生共鳴。智能手機(jī)制造商加大力度探索海外市場(chǎng)，以重振因新冠疫情而陷入銷售低迷的智能手機(jī)行業(yè)。

The moves are part of Chinese smartphone makers' broader plans to build up brand awareness abroad by sponsoring global sporting events, and more efforts are needed to help translate such big-ticket market spending into concrete sales growth figures, experts said.

專家表示，這些舉措是中國智能手機(jī)制造商通過贊助全球體育賽事在海外建立品牌知名度的更廣泛計(jì)劃的一部分，但仍需付出更多努力使這種龐大的市場(chǎng)營銷支出轉(zhuǎn)化為具體的銷售增長數(shù)據(jù)。

Ni Xudong, senior vice-president and chief marketing officer of Vivo, which is the official smartphone sponsor of the FIFA World Cup Qatar 2022, said: "Soccer has the power to bring people together. Innovation can help soccer fans build a community and share exciting World Cup experiences with everyone across the globe, whether they are watching the games at a stadium or enjoying the experience from afar."

Vivo高級(jí)副總裁兼首席營銷官倪旭東說:“足球具有將人們團(tuán)結(jié)在一起的力量。創(chuàng)新可以幫助球迷建立一個(gè)社區(qū)，與全球各地的每個(gè)人分享令人興奮的世界杯體驗(yàn)，無論他們是在體育場(chǎng)觀看比賽，還是在遠(yuǎn)處享受賽事?！盫ivo是2022年卡塔爾世界杯的官方智能手機(jī)贊助商。

Vivo signed a six-year sponsorship agreement with FIFA in 2017, and the event in Qatar is the second World Cup Vivo has sponsored after having done so at the FIFA Confederations Cup 2017, the FIFA World Cup Russia 2018 and the FIFA Arab Cup Qatar 2021.

Vivo于2017年與國際足聯(lián)簽署了一份為期6年的贊助協(xié)議，此次卡塔爾世界杯是Vivo贊助的第二屆世界杯。此前Vivo相繼贊助了2017年國際足聯(lián)聯(lián)合會(huì)杯、2018年俄羅斯世界杯和2021年在卡塔爾舉辦的國際足聯(lián)阿拉伯杯。

Vivo is not alone. Chinese peer Oppo is also showing mounting enthusiasm toward sponsoring soccer competitions. The company has inked a two-year partnership with UEFA, or the Union of European Football Associations, across different competitions such as the UEFA Champions League and the UEFA Super Cup during the 2022-23 and 2023-24 seasons.

Vivo并非個(gè)例。中國手機(jī)制造商Oppo也對(duì)贊助足球比賽表現(xiàn)出越來越大的熱情。該公司與歐洲足球協(xié)會(huì)聯(lián)盟簽署了為期兩年的合作協(xié)議，涉及2022-23賽季和2023-24賽季的歐洲冠軍聯(lián)賽和歐洲超級(jí)杯等不同賽事。

Huawei and Honor, two other Chinese smartphone vendors, have also partnered with soccer stars for marketing, or once sponsored soccer teams.

另外兩家中國智能手機(jī)制造商華為和榮耀也曾與足球明星合作進(jìn)行營銷，或者曾贊助過足球隊(duì)。

Song Xiangqing, vice-president of the Beijing-based Commerce Economy Association of China, said that even though it costs quite a bit to be a sponsor, connecting with events such as the World Cup is the most direct way for Chinese companies to promote their brands and sell products in the global market.

中國商業(yè)經(jīng)濟(jì)學(xué)會(huì)副會(huì)長宋向清說，盡管成為贊助商的成本相當(dāng)高，但與世界杯等賽事掛鉤是中國企業(yè)在全球市場(chǎng)推廣品牌和銷售產(chǎn)品的最直接方式。

Vivo said that since sponsoring the World Cup in 2018, it has successively entered 10 European country markets. With the help of sponsoring UEFA's competition in 2020, its share in the European market more than doubled last year.

Vivo表示，自2018年贊助世界杯以來，已陸續(xù)進(jìn)入10個(gè)歐洲國家市場(chǎng)。在贊助歐足聯(lián)2020年賽事的幫助下，該公司在歐洲市場(chǎng)的份額去年翻了一番多。

These efforts have played a crucial role in its globalization process, Vivo said, adding that it has provided products and services to more than 400 million users in more than 60 countries and regions around the world.

Vivo表示，這些努力在其全球化進(jìn)程中發(fā)揮了至關(guān)重要的作用，并補(bǔ)充說，該公司已為全球60多個(gè)國家和地區(qū)的4億多用戶提供了產(chǎn)品和服務(wù)。

The growing emphasis on establishing an overseas presence comes as the domestic smartphone market has been declining for 18 months, according to research firm Counterpoint. Though the sales volume of China's smartphone market in the third quarter rose 5 percent quarter-on-quarter, it still fell by about 12 percent year-on-year.

研究公司Counterpoint表示，在中國國內(nèi)智能手機(jī)市場(chǎng)持續(xù)下滑18個(gè)月之際，中國企業(yè)越來越重視建立海外業(yè)務(wù)。盡管第三季度中國智能手機(jī)市場(chǎng)的銷量環(huán)比增長了5%，但同比仍下降了約12%。

Guo Tianxiang, a senior analyst of market research company IDC China, said amid the global economic downturn, the overseas smartphone market is also at a low point. But it will have more growth potential and rebound faster than the domestic market. That is especially so in emerging countries and regions, such as Southeast Asia, Latin America and Africa.

市場(chǎng)研究公司IDC中國的高級(jí)分析師郭天翔表示，在全球經(jīng)濟(jì)低迷的背景下，海外智能手機(jī)市場(chǎng)也處于低谷，但將比國內(nèi)市場(chǎng)有更大的增長潛力和更快的反彈，在東南亞、拉丁美洲和非洲等新興國家和地區(qū)尤其如此。

Sponsoring sporting events is an efficient way to crack a market, but efforts in product quality and development are also needed to really appeal to consumers in a specific country, experts added.

專家補(bǔ)充說，贊助體育賽事是開拓市場(chǎng)的一種有效方式，但要真正吸引特定國家的消費(fèi)者，還需要在產(chǎn)品質(zhì)量和研發(fā)方面做出努力。

來源：中國日?qǐng)?bào)

編輯：yaning