中国企业加速品牌出海：如何抓住奥运会、欧洲杯机遇？
中国企业加速品牌出海：如何抓住奥运会、欧洲杯机遇？
Chinese Enterprises Accelerate Brand Globalization: How to Seize Opportunities from Olympics and UEFA Euro?
随着"打造更多有国际影响力的中国制造品牌"被列入2024年政府工作任务，构建中企全球"品牌力"再次成为行业热议话题。而全球瞩目的体育盛事向来都是各大品牌构建全球影响力的绝佳时机。
As "building more internationally influential Chinese manufacturing brands" was included in the 2024 government work tasks, establishing global "brand power" for Chinese enterprises has once again become a hot topic in the industry. Globally watched sporting events have always been excellent opportunities for major brands to build global influence.
"体育赛事一直都是塑造品牌的好时机。"The Trade Desk（TTD）中国区业务拓展总监吴昱霖表示，原因有二：第一，海外市场之间存在巨大差异，体现在文化、宗教、政策法规、消费习惯等多个方面，而体育赛事是跨越这些差异的节点；第二，奥运会等全球受欢迎的体育盛事集中吸引全球观众的目光，为品牌建设提供了宝贵机遇。
"Sports events have always been good opportunities for brand building," said Wu Yulin, China Business Development Director of The Trade Desk (TTD). There are two reasons: First, there are huge differences between overseas markets, reflected in culture, religion, policies, consumption habits, etc., and sports events are nodes that transcend these differences; Second, globally popular sports events like the Olympics attract global attention, providing valuable opportunities for brand building.
平台："四小龙"重投体育
Platforms: The "Four Little Dragons" Heavily Invest in Sports
从去年开始，跨境电商企业成为了新一批投入体育赛事的玩家，背靠阿里巴巴、拼多多等大厂，在海外迅速崛起的电商平台们正在通过体育赛事触达更多潜在客户。
Since last year, cross-border e-commerce companies have become a new group of players investing in sports events. E-commerce platforms rapidly rising overseas, backed by giants like Alibaba and Pinduoduo, are reaching more potential customers through sports events.
Temu首登超级碗，是有史以来在超级碗投放广告的最年轻的品牌之一。它以"Shop like a Billionaire"为标语，投放了两条30秒广告。当时的数据显示，超级碗一条30秒的广告花费为700万美元。
Temu debuted at the Super Bowl, becoming one of the youngest brands ever to advertise there. With the slogan "Shop like a Billionaire," it aired two 30-second ads. Data showed that a 30-second Super Bowl ad cost $7 million at the time.
商家：抓住赛事机遇
Merchants: Seizing Event Opportunities
义乌海关的数据显示，今年1~2月份，义乌对法国的出口额同比增长42%，达到5.4亿元人民币，其中体育用品的出口增长更是高达70.5%。
Data from Yiwu Customs shows that from January to February this year, Yiwu's exports to France increased by 42% year-on-year, reaching 540 million yuan, with sports goods exports growing by as much as 70.5%.
"体育展现的是拼搏、努力、积极向上的共通的精神。"吴昱霖表示，在国内，做体育营销或者赞助的品牌涵盖各个行业，有快消、乳制品，也有其他的电子消费品。
"Sports demonstrate the common spirit of striving, hard work, and positivity," said Wu Yulin. Domestically, brands engaged in sports marketing or sponsorship cover various industries, including FMCG, dairy products, and other electronic consumer goods.
品牌建设的长期价值
The Long-term Value of Brand Building
TTD去年的一项研究显示，在经济衰退期间，品牌的扩张活动尤为活跃。较大的品牌在这段时间内其认知度得到显著提升，这是因为它们持续不断地投资于市场，吸引了消费者的注意力，并留下了更为深刻的正面印象。
A TTD study last year showed that brand expansion activities were particularly active during economic downturns. Larger brands saw significant increases in awareness during this period because they continued to invest in the market, attracting consumer attention and leaving a more profound positive impression.
"做品牌是一个逐步累积的过程"，需要时间和信任。一旦建立起信任，这种关系将具有长期性和互惠性，为企业带来持续的益处。
"Brand building is a gradual accumulation process," requiring time and trust. Once trust is established, this relationship will be long-term and mutually beneficial, bringing continuous benefits to the enterprise.
