Example World Cup 2018: How chinese businesses push on the world market

The world cup is over and what sticks in our head, except the early elimination of the German team, are the many Chinese banner ads. Yet, China has never participated in the world cup. In this article, we tell you which businesses invested in the world cup and which bigger plan is behind this.

Chinese businesses want to reach the global market, yet it is striking how some of the Chinese world cup sponsors did not even bother to target international customers with their banner ads by not translating them into English. Moreover, almost every business, except from Hisense and Vivo, are unknown outside of China.

Lenovo and the White-Ware giant Haier are already that well-known, that they do not need the publicity anymore.  Yet, maybe others like Alibaba, Huawei and other Chinese giants save their marketing power. The Chinese want more than just banner ads at the world cup: They want to be part of the elite of the global market and maybe already reach their goal in four to eight years. What impact a victory or at least the quarterfinal can mean for the image and the economic development of a country, we have already seen after the German wonder of Berlin in 1954. However, China is already more of a world power than Germany has ever been.