Hello, Swansea!

China's Foreign Trade (English) - - Education & Culture - By Zhou hui

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.

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