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南非世界杯的中国赞助商

来源:天星 更新日期:2010-02-22 点击:

China may be the world's third largest economy, but Chinese brands still remain less well known than foreign counterparts and product safety problems continue to plague 'made-in-China' goods. Chinese solar power company Yingli Green Energy Holding Co. is hoping this year's soccer World Cup will give it a leg up.

中国或许是世界第三大经济体,但中国品牌还是不那么知名,产品安全问题也一再破坏“中国制造”的声誉。中国太阳能公司英利绿色能源控股有限公司(Yingli Green Energy Holding Co.)希望今年的足球世界杯能够助其一“腿”之力。

On Wednesday, the New York Stock Exchange-listed company became an official sponsor of the 2010 FIFA World Cup, making it the first Chinese firm to land global marketing rights to one of the world's biggest sporting events. This year, the month-long tournament will be hosted by South Africa, the first time it is held in an African nation.

上周三(2月3日),在纽约证交所上市的英利成为2010年FIFA世界杯的官方赞助商,这是第一家在世界最大体育赛事之一获得全球销售权的中国公司。为期一个月的FIFA世界杯今年由南非主办,是首次在非洲国家举行。

With the sponsorship, Yingli gets the right to showcase its solar products at World Cup stadiums and the right to place its company logo next to the official emblem of the FIFA World Cup.

成为赞助商之后,英利就有权在世界杯赛事场馆展示其太阳能产品,并有权将其公司标识置于FIFA世界杯官方标识旁边。

Yingli plans to set up a sales office in South Africa this year, and is also interested in expanding into northern Africa. Although the sponsorship will be Yingli's first major introduction into Africa, it's really about giving the company a platform to reach soccer fans who will be watching the matches on television from one of its key markets, Europe.

英利计划今年在南非设立销售办公室,并有意向北非扩张。虽然取得赞助权是英利首次大规模进入非洲,不过最主要的其实还是为其提供了一个平台,可以向其最主要的市场之一欧洲的球迷进行展示,欧洲球迷将通过电视观看世界杯赛事。

China's soccer team won't be playing in the World Cup, and has only qualified once for the tournament, in 2002. But while most Chinese soccer fans won't make the long trip to the southern hemisphere this summer, many are expected to turn to their television screens to catch the action. As a constant reminder, the South African embassy in Beijing has placed a huge digital clock at its front gates counting down to the June 11 kickoff.

中国足球队未能入围本届世界杯,历史上也只在2002年入围一次。不过,虽然大多数中国球迷今年夏天不会长途跋涉跑去南半球,但许多球迷估计都会收看电视转播。北京的南非驻华使馆在其大门口设置了一个巨大的数字倒计时钟,为6月11日开赛倒数,不断提醒人们这项赛事即将到来。

The deal is a different take on the usual China-Africa ties that are dominated by extracting oil and minerals, and building infrastructure by mainly Chinese state-owned firms on the continent.

这项交易是中非关系的新变化。通常中非关系都是由在非洲开采石油和矿产以及修建基础设施的活动主导,主要由中国国有公司进行。

'We view this sponsorship as an investment opportunity,' said Bryan Li, Yingli's chief financial officer and executive director.

英利首席财务长兼执行董事李宗炜(Bryan Li)说,我们将这次的赞助看作是投资机会。

Li said Yingli's marketing budget for this year is about 2% of its projected annual revenue, and that the sponsorship spending will fall well within that level. He declined to be more specific on the figures.

李宗炜说,英利今年的营销预算约为其预计年收入的2%,赞助开支远未达到这一水平。他拒绝透露具体数字。

He said Yingli wants to get across a message that it is a different kind of Chinese company. Yingli is private and it's in the fast-growing and relatively young renewable energy sector.

他说,英利希望传达出自己是不一样的中国公司的信息。英利为私有企业,且属于快速发展、相对较新的可再生能源领域。

'It's a China-created company. It's not made in China. It's created in China. We want to bring this concept and increase the profile of a Chinese company to the global arena,' he said.

他说,英利是一家在中国创建的企业,而不是中国制造。我们希望突出这个概念,并增加中国公司在全球范围的知名度。

Li said that for example there still is about a 10%-15% difference in the pricing of solar modules between Chinese and foreign makers with the latter being able to command a higher product price in part due to a perception that it is of better quality. Yingli hopes the gap can be narrowed as Yingli increases its brand awareness and international expansion.

李举例说,中外厂商的太阳能电池组件定价仍有约10%-15%的差距,因为外国厂家得以实现更高的产品定价,部分原因在于人们认为它们的产品质量更优。英利希望,随着其扩大品牌认知度、在全球范围内扩张,能够缩小与外国厂商的定价差距。

Yingli joins six other sponsors which have secured global marketing rights to the World Cup: Anheuser-Busch InBev's Budweiser, McDonald's Corp., BP PLC's motor oil brand Castrol, tire supplier Continental AG, consulting and information technology services company Mahindra Satyam and cellphone network operator MTN Group Ltd.

除英利外还有另外六家获得世界杯全球销售权的赞助商:总部位于比利时的啤酒巨头Anheuser-Busch InBev旗下百威啤酒(Budweiser)、麦当劳(McDonald's Corp.)、英国石油公司(BP PLC)旗下汽车润滑油品牌嘉实多(Castrol)、轮胎供应商Continental AG、咨询与信息技术服务公司Mahindra Satyam以及南非电信运营商MTN集团(MTN Group Ltd.)。

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