China did not qualify for the World Cup. It may have won in economic terms
While its men’s team has not competed since 2002, this year’s tournament has generated significant profit for many Chinese firms
As Spain and Argentina prepare to go head to head in the World Cup final, China may have already claimed the tournament’s main economic prize without stepping onto the pitch.
This year’s World Cup has generated a substantial windfall for many Chinese businesses that produce and export sports items and merchandise to global markets.
Over the past few months “jersey sales have increased by 60 per cent”, said Zheng, whose business had also expanded to the European market this year due to increased demand.
Europe had quickly become one of his main export destinations, trailing only Southeast Asia and Latin America. While their strategy for these traditional markets relied on high volumes and thin margins, European buyers would accept higher prices, which had offset the increased shipping costs, Zheng noted.
“[The demand] is mainly for the jerseys of popular players,” Zheng said, referring to Argentina’s Lionel Messi, Portugal’s Cristiano Ronaldo, France’s Kylian Mbappe and Norway’s Erling Haaland.