It was in the middle of the night with light rain when I arrived in Swansea. Dim light, ranch house, unfamiliar Welsh like messy code, all these signs forced me to wake up from a long tiring journey and finally reminded me of where I was. Instead of feeling panicked or helpless, my friend and I went straight to our flat, made our bed, and started our new life.
When I first saw her
Swansea is a small country town as normal as any other place in Britain. Although maybe it is not that surprising or amazing when you first see her, Swansea is more like a life-long companion, whist but powerful.
The most special feature of Swansea is the sea. As it is near sea and Swansea is an important port city of south Wales in Britain, there are lots of tourists every day. Sitting on the beach and enjoying the sunshine, this is what most British people do to go on holiday. It seems like everybody here is free from troubles and problems; they are always smiling and greeting other people. Sometimes you may come across a lost old woman in the city center asking you for a favor, basically she may just want to go back home or to the supermarket to buy something for her children. Never say no please, hold her hand and take her home. It's not weird walking through the streets with a foreign granny. Instead, it's understandable when you have reacted to a situation in a natural way, or in the way the others would expect.
Sometimes, when you are waiting for the bus, the couple standing beside you will give you a smile and ask you where you are from. When you start to talk with them, not only they will tell you how charming Swansea is, but also they will tell you they have three children, the oldest one is in the Cardiff, the second one is in Europe, and the youngest one is still in the university, maybe the same university as yours. They miss them very much just like your parents miss you. However, in most cases, you may encounter a man, holding a wine bottle, singing, and laughing loudly. He will ask you who you are and where you are going, sometimes you may find he haseven been to China. Oh làlà! You will probably feel strange, but never mind, keep calm and carry on.
Study is life
Study here is as friendly and comfortable as life. Except normal lectures, like what we are used to in China, seminars here are more welcome and popular. Compared with lectures, seminar are more open and interactive, which usually only last one hour. Students in seminars will do presentations or group discussions to review what they've been taught and discover something new. Not only tests or essays, usual performance and presentations are included in the final exam. But don't worry, you can communicate with your teacher through email and ask him or her politely anything you want to know.
The most impressive thing is their protection of intellectual property rights. In terms of price, a normal book is usually sold at more than EUR 15, which values nearly RMB 130. What's more, it is said that copying a book without permission is illegal. Although I don't know any student was put in prison because of copying books, I do know some students were punished severely as a result of cheating on final exams.
Elegant and bright
Like its name, Swansea is as elegant as the swans and as bright as the sea. Churches, trees, houses, fountains, castles, and almost everything here will make you feel comfortable. As long as you walk along the sea, you can see lots of families or groups with tents, picnic blankets, and BBQ grills. Sometimes they will go surfing, play beach volleyball, but more often, they don't have to do something, most of them just sit there and talk with each other for a whole day.
Speaking of the sea, I must mention Rhossili Bay. It is a beautiful beach on the southwestern tip of the Gower Peninsula in southern Wales. With beautiful scenery and magnificent waves, it is called the best beach in the UK. I believe that with your first glance of it, you will fall in love with it. Singing and dancing along the sea, no one will care about who you are and what you are doing. Everyone is enjoying their own life with their lovers. Life here is like a blossoming rose, lively and delicate.
Ordinary but extraordinary, that's the impression Swansea gave me.
The World Cup, known as the “peace time wars” in China, is the world’s largest sports event and the sports IP with the greatest commercial value. The 2018 Russian World Cup kicked off on June 14th, with 32 teams competing for the FIFA World Cup. As the world’s most influential sports event, the World Cup is of great commercial value. At present, a complete World Cup profit system has been formed, ranging from broadcasting and sponsorship fees to a bottle of beer and a mascot and all becoming the drivers of the World Cup economy.
most “money drawing” sports event. According to data released by Nielsen, about 73% of people worldwide are willing to support the sponsor brands of the World Cup; 60% of those people believe that the brands that sponsor the World Cup have some influence; 55% are more willing to buy products produced by sponsors of the World Cup. Therefore, the World Cup is not only a carnival of football fans all over the world, but also the battlefield where big brands compete fiercely.
“In the good shots of previous World Cups, sponsors are likely to become the background. Sponsored advertisements almost appear in every wonderful replay, becoming an unlimited advertising resource,” Lu Minfang, CEO of Mengniu, said.
According to the latest data released by market research company Zenith, the advertising expenses of enterprises in various countries during the 2018 World Cup totaled USD 2.4 billion. Among them, Chinese enterprises spent the highest advertising expenditure during this World Cup, reaching USD 835 million. This figure is twice of that of American’s, which is only USD 400 million. What’s more, Chinese’s advertising expenditure is farther than the host country Russia’s USD 64 million, ranking first in the world.
In this World Cup, Chinese sponsoring enterprises have ushered in the “strongest lineup” ever, including Wanda, Mengniu Dairy, Hisense, Vivo, Yadi, and VR tech companies LUCI and DIKING. Sponsor levels are divided into three levels ranging from top-level to regional level. Wang Jianlin, president of Wanda Group, said that the Chinese government is vigorously promoting the development of football, and Wanda will take practical actions to support this move. Lu Minfang also mentioned that Mengniu’s sponsorship of the World Cup is not only a business opportunity for them, but also a very important support for Mengniu’s participation in China’s national strategy.
“In the past few World Cups, sponsorship have mainly owned by large brands belongs to the United States, Japan and South Korea. However, in the Russia World Cup, Chinese brands show the highest participation,” Lizhijia said.
“Formerly, in the cases that Chinese company sponsored large-scale football events such as the European Cup, the practice has proved that the sponsorship fee is ‘cost-effective’ or even ‘value more than the money’,” Li said that whether it is directly improving product sales, or indirectly enhancing brand’s global visibility, sports sponsorship has played outstanding effect.
The soaring beer and video economy
In June of this year, the amount of beer sold on Tmall increased by more than 130% year-on-year. Among them, Budweiser World Cup setting cans, Tsingtao Heineken and other national beer brands sold 2 million cans of beer. Corona, Hoegaarden, Odinga, Valentin, 1664 and other imported beer brands also performed well. As of June 12, 1 million Budweiser Beer World Cup setting cans were sold on Tmall, and the number of fans follows its flagship store rose by 500,000, making Budweiser the TOP1 brand among Tmall’s liquor stores. The sales volume of Tsingtao beer increased by 500% year- on- year, ranking TOP2. The World Cup has ignited beer economy, which could be proved by the fact that beer concept shares all floating red during Tmall 618 carnivals. It is reported that Tmall stocked 100,000 tons of beer for the Russian World Cup, which is 10 times that of the previous World Cups. As early as mid-may, beer sales have entered the peak season, setting off a beer hoarding wave on Tmall.
In addition, the World Cup also ushered in the peak of ratings. Before the World Cup, FIFA signed a broadcasting rights agreement with more than 700 media broadcasters, including TV stations, radio stations and online platforms. During 2018 to 2022, FIFA made a USD 1.85 billion income through selling broadcasting rights, most of which came from the World Cup copyright. Among them, FOX Sports won the exclusive rights to broadcast in North America, and the BBC and ITV shared the UK’S broadcasting rights equally. As for China, CCTV monopolized broadcasting rights, and the ratings during the World Cup have soared significantly.
The average audience share of CCTV-5 is as high as 6.29%, rising by 4.30 percentage points from the previous World Cups, that is an increase of 215%. The audience share of the opening ceremony on June 13 is as high as 10.30%. At the same time, the network side is expected to have an explosive growth of the traffics during the Russian World Cup while the spreading of short video reaches its climax. “Although this World Cup does not distribute video copyrights or event highlights, major websites and short video apps will still experience the traffic dividends through event discussions, event-related information sharing, and hotspot marketing,” said Yang Weidong, the rotating president of Alibaba Entertainment Group.
For now, China has hosted the Olympic Games and the Asian Games and will host the Winter Olympics in 2022. There is only the World Cup sports competition has not yet been hosted in China. Yang Weidong believes that China will be expected to participate in the bid for the 2034 World Cup to further boost the development of the domestic football industry.
In this World Cup, Chinese sponsoring enterprises have ushered in the “strongest lineup” ever, including Wanda, Mengniu Dairy, Hisense, Vivo, Yadi, and VR tech companies LUCI and DIKING.