Chi­nese pri­vate en­ter­prises go global via sports

Global Times – Metro Beijing - - ENTERPRISE -

In the 2018 In­ter­na­tional Vol­ley­ball Fed­er­a­tion (FIVB) Women’s World Cham­pi­onship that was held in Ja­pan from Septem­ber 29 to Oc­to­ber 20, the Ser­bian women’s team seized the vic­tory. The tri­an­gu­lar logo of the Chi­nese sports brand Peak Sport on the shirts of each Ser­bian play­ers par­tic­u­larly stood out, show­cas­ing to the world the am­bi­tion of the Chi­nese sports brand in in­ter­na­tional sports. Peak Sport has been a closely con­tracted part­ner with sev­eral na­tional sports teams for many years, in­clud­ing all the na­tional teams of New Zealand at the Olympic Games in Rio in 2016.

Over the past decade, the “go global” strategy has been an im­por­tant driver of China’s eco­nomic trans­for­ma­tion, and has brought many Chi­nese com­pa­nies into the in­ter­na­tional mar­ket. This trend is es­pe­cially con­spic­u­ous in the over­seas sports in­dus­try. One good ex­am­ple is in the 2018 World Cup in Rus­sia. Seven Chi­nese en­ter­prises spon­sored the World Cup, with spon­sor­ship fees of up to $835 mil­lion, ac­count­ing for nearly 35 per­cent of the to­tal spon­sor­ship deals signed for the qua­dren­nial soc­cer event.

In ad­di­tion to Peak Sport, other do­mes­tic brands are also busily putting in­vest­ment to the over­seas mar­ket. Ac­cord­ing to the of­fi­cial sta­tis­tics of The Fédéra­tion In­ter­na­tional de Foot­ball As­so­ci­a­tion (FIFA), the 2018 World Cup in Rus­sia at­tracted an av­er­age of 815 mil­lion spec­ta­tors per match. The trend for Chi­nese com­pa­nies’ over­seas ex­pan­sion is be­ing driven by the global suc­cess of com­pa­nies such as Alibaba,, Huawei, Len­ovo, Haier and Xiaomi.

The FIVB an­nounced on its of­fi­cial web­site on Oc­to­ber 15 about the sign­ing of a part­ner­ship with a China’s lead­ing min­eral wa­ter com­pany Gan­ter Wa­ter, in which Gan­ter will be re­spon­si­ble for sup­ply­ing wa­ter to all FIVB events through 2022. Mean­while, the Chi­nese com­pany will spon­sor the next edi­tion of the Women’s World Cham­pi­onship in 2022. Ac­cord­ing to FIVB, the agree­ment also in­cludes dig­i­tal ac­ti­va­tions of the FIVB’s events as well as ded­i­cated tele­vi­sion and mar­ket­ing cam­paigns fo­cused on vol­ley­ball.

With the open­ing-up of the Chi­nese mar­ket and the rise of its econ­omy, a grow­ing num­ber of Chi­nese brands are mak­ing a splash on the world stage. “Made in China” is no longer a by­word for cheap la­bor, but a high stan­dard of qual­ity.

Photo: Cour­tesy of Peak Sport

Ser­bian women’s team in Peak-spon­sored uni­forms hail their vic­tory at the FIVB Women’s World Cham­pi­onship.

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