Home » Health » Frequent appearances in international sporting events, Chinese brands go global – International – Overseas Network February 28, 2022
Abstract: With the rapid development of the Chinese economy and the acceleration of its participation in economic globalization, the international demand for Chinese brands is becoming stronger and stronger.
The German weekly website “Time” recently published an article that in recent months, Chinese symbols, marks and greetings have been seen almost everywhere in sports venues around the world, and the number may be more than ever. During the European Football Championship held last summer, a third of the 12 official sponsors of the tournament came from China. No country has financially supported this race of European nations as much as China. This is an evolution that has become clearer in recent years: the more popular and financially prosperous a sport, the more important the role that Chinese sponsors play in it.
Under the wave of economic globalization, more and more Chinese brands are going overseas and going global. In recent years, Chinese brands have frequently appeared in international sporting events, attracting wide attention at home and abroad.
“Sports Without Borders”. International sporting events are aimed at a global audience, with rapid broadcast, wide distribution and cost-effective advertising. Therefore, sports marketing has become a popular option for Chinese brands overseas. In addition to purchasing display boards for stands, Chinese brands also provide sponsorships such as clothing, venues and competition equipment. These products reflect the advantages of products made in China in all aspects, showing China’s level of economic development and national cultural confidence.
Chinese brands are keen to use international sporting events to “show their faces” abroad. The most fundamental reason is that with the rapid development of the Chinese economy and the acceleration of its participation in the process of economic globalization, the international demand for Chinese brands is becoming stronger and stronger. China is the second largest economy in the world and the production capacity of Chinese enterprises is constantly increasing. Chinese companies are eager to go overseas to find additional markets in the international market. In recent years, more and more powerful Chinese enterprises have gradually shifted from focusing on product sales to focusing on brand communication, and their brand influence has increased significantly. In addition, after the outbreak of the new corona pneumonia epidemic, domestic and foreign consumers have become more accustomed to online shopping, and the development of cross-border e-commerce platforms in China has also provided Chinese brands with opportunities for ‘to go abroad.
It should be noted that in the process of going overseas, Chinese brands are paying more and more attention to the export of brand culture and are committed to telling the stories of Chinese brands, so that consumers around the world can understand, recognize and support Chinese brands. The brand carries the consumer’s recognition of the company’s products and services. A good brand must need basic products and establish a good brand image. The quality and technology of Chinese products are in a trend of rapid development. At present, the acceptance of Chinese products abroad is increasingly high, and the influence of Chinese brands is gradually increasing. From daily necessities to high-tech products, Chinese brands have gradually entered the production and lives of people around the world. Chinese companies are also transforming from manufacturers to service providers and brands. With China’s development in high-tech, cross-border e-commerce and other fields, China’s manufacturing sector has gradually achieved productization, marketing and branding. This development path is beginning to be recognized and accepted by the international market.
At present, Chinese brands still have considerable space to expand overseas, but there are still obstacles in the way of overseas. First, there is a relative lack of international communication professionals in Chinese companies, and international communication skills are lacking, especially when encountering sensitive and controversial issues, a lack of experience in dealing with and insufficient “soft support” for brands to go overseas; second, because Chinese is widely used overseas. The usage rate of Chinese brands is relatively low, Chinese brands use Chinese characters, there are barriers in language communication, and it is difficult for non-Chinese foreign audiences to understand the connotation of the brand; third, the degree of internationalization of some product designs in China is low, affected by aesthetic differences at home and abroad, foreign users There may be gaps in the understanding of brand image.
In the future, Chinese brands are expected to make full use of their original advantages and continue to strengthen technological breakthroughs and brand image building, which can further enhance their overseas popularity and recognition under the following aspects. First, the excellent traditional Chinese culture created and maintained over thousands of years of history is the root and soul of the Chinese nation. Chinese brands should adhere to cultural self-confidence and take the promotion of Chinese culture on their own responsibility; second, use an easy-to-communicate international design language, reduce communication barriers, and reduce the difficulty of brand understanding by foreign consumers; third, learn effective international communication methods, combine the characteristics of local languages, adopt different means of communication; fourth, to respect cultural differences, understand the preferences of people in different countries, strengthen localized communication, accurately reach overseas target users, and facilitate exchanges and mutual learning between Chinese and foreign civilizations in the communication of Mark.
Expert interviewed: Zhang Xiang, Vice Dean of National Advertising Research Institute, Communication University of China
(Xu Ziwen interviewed and arranged)
Original title: Chinese brands use sporting events to enhance their international reputation (expert interpretation)
“People’s Daily Overseas Edition” (10th edition on February 28, 2022)
Editor-in-Chief: Wu Zhengdan, Mao Li
32351510,. Frequent appearances in international sporting events, Chinese brands go to the world. 2022-02-28 08:34:37,. 204064,. Wu Zhengdan, Mao Li