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“C罗”马桶、“梅西”果汁 这些大牌球星的中文姓名商标都被抢注了 'Cristiano Ronaldo' toilet, 'Messi' fruit juice and 'Harry Kane' babywear: Chinese firms use World Cup stars' names for bizarre products

中国日报网 2018-07-19 13:38

下班路上买一瓶“梅西”果汁,接到厂家电话联系安装“C罗”马桶,想着什么时候给爱车换上“内马尔”轮胎。回到家用“苏亚雷斯”锅闷的饭已经好了,美美地吃上一顿,换上“博格巴”睡衣睡大觉。球迷的一天就这样愉快地结束了!国内企业抢注大牌球星的中文姓名商标,真的能带动销量吗?

图片来自每日邮报网站截图

Companies in China have successfully registered the trademarks of 'Cristiano Ronaldo' toilets, 'Messi' fruit juice and 'Harry Kane' babywear using the football stars' translated names.

中国一些企业已经成功注册了“C罗”马桶、“梅西”果汁和“哈里-凯恩”婴儿服装的商标,这些商标使用的是足球明星的中文译名。

Other wacky products which use the Chinese names of famous World Cup players include 'Neymar' tyres, 'Suárez' pots and pans as well as 'Pogba' pyjamas.

使用球星中文译名注册的产品五花八门,还有“内马尔”轮胎、“苏亚雷斯”锅具和“博格巴”睡衣。

Retired footballers are also the targets of ambitious Chinese businessmen.

退役球员也成为雄心勃勃的中国商人的目标。

Requests to make condoms with Zidane's Chinese name and artificial breasts with David Beckham's Chinese name have been filed to the national trademark authority, and are pending approval.

“齐达内”避孕套和“贝克汉姆”人造乳房的商标请求已提交给商标局,目前还在等待审批。

图片来自每日邮报网站截图

Among the stars who have appeared in this World Cup, 31-year-old Argentinean Lionel Messi has the most popular name among Chinese firms, apparently.

在征战本届世界杯的球星中,31岁的阿根廷球员莱昂内尔-梅西的名字显然在中国企业中最受欢迎。

There are 166 applications containing Messi's Chinese name 'Mei Xi' in the Chinese trademark registration system, and the products range from cakes and fruit juice to lamps.

包含“梅西”字样的商标申请有166件,产品有蛋糕,还有果汁和灯具。

图片来自每日邮报网站截图

Portuguese forward Cristiano Ronaldo, who is known as 'C Luo' in China, has seen his Chinese nickname being used to sell ties, gloves, dietary supplements and shirts.

葡萄牙队前锋克里斯蒂亚诺-罗纳尔多在中国被称为“C罗”,这一中文昵称也被用于领带、手套、膳食补充剂和衬衫等商品的营销。

The first ever 'C Luo' trademark was registered by a Guangdong-based company in 2008 to sell toilets, showers, dishwashers, etc.

2008年,广东一家公司注册了“C罗”商标,销售抽水马桶、淋浴器、洗碗机等产品,这是中国第一个“C罗”商标。

The 33-year-old's name was nearly used by a company in Yiwu to sell 'C Luo' sanitary pads and 'C Luo' nappies in 2015, but the application was later cancelled by the firm.

2015年,义乌一家公司差点使用这位球星的名字来销售“C罗”卫生巾和“C罗”尿布,但该公司后来取消了这一申请。

England's golden boy Harry Kane, or 'Ha Li Kai En' in Chinese, is apparently adored by Chinese fashion companies, which have lodged applications to use the 24-year-old captain's name to sell babywear, swimming suits, skirts and glasses.

英格兰著名球星哈里-凯恩显然深得中国时装公司的欢心,它们已经申请使用这位24岁英格兰队队长的名字来销售婴儿服装、泳衣、裙子和眼镜。

In addition, there have been 30 trademark applications to use Neymar's Chinese name 'Nei Ma Er', 14 to use Suárez's name 'Su Ya Lei Si' and seven under Pogba's name 'Bo Ge Ba'.

此外,还有30份商标申请想使用“内马尔”,14份申请想使用“苏亚雷斯”,7份申请想使用“博格巴”。

Some of the applications were submitted by the football stars themselves though.

不过,有些申请是球星自己提交的。

Messi filed seven trademark applications in China in 2007 for a wide range of merchandise, including deodorant, toothpaste, postcards, alarm clocks and board games.

2007年,梅西在中国提出了7份商标申请,涉及多种商品,包括除臭剂、牙膏、明信片、闹钟和棋盘游戏。

On the other hand, Cristiano Ronaldo has 15 'C Luo' applications made by himself in China to cover some rather unconventional businesses, including computer software, gemstones, Christmas decorations and even nursing homes.

另外,C罗本人在中国提出过15份申请,所涉及业务有些不同寻常,包括电脑软件、宝石、圣诞装饰品甚至疗养院。

Football is one of the biggest sports in China, and successful football players are well loved by people of all age groups - from children to pensioners.

足球是中国最火热的体育运动之一,成功的足球运动员深受从少年儿童到退休老人各年龄段人群的喜爱。

In 2003, Brazilian footballer Ronaldo's image was used by a pharmaceutical company, Golden Throat, without his consent.

2003年,金嗓子药业公司在未经同意的情况下,使用了巴西球星罗纳尔多的肖像。

In the TV and printed advertisements, Ronaldo was seen smiling while holding a box of the company's throat-soothing sweets.

在电视和平面广告中,“罗纳尔多”手里拿着一盒金嗓子喉宝,面带微笑。

Ronaldo complained about the 'illegal' usage in 2007 and even hired lawyers to prepare for a lawsuit against Golden Throat.

2007年,罗纳尔多对其肖像的非法使用表示不满,甚至聘请律师打算起诉这家公司。

The report claimed that Ronaldo had missed seven contracts with an estimated total worth of €22.4million a year because of the Golden Throat advertisements.

报道称,由于这则广告,罗纳尔多错失了7个合同,据估计一年的损失就高达2240万欧元(约合1.75亿元人民币)。

However, the lawsuit didn't proceed due to unexplained reasons, reported Chinese financial news site yicai.com.

但据第一财经网站报道,罗纳尔多最终没有起诉,原因不得而知。

Golden Throat subsequently replaced Ronaldo's image with that of Kaká, another Brazilian football player.

金嗓子药业公司后来把广告中的罗纳尔多换成了卡卡,也是巴西球星。

Kaká was officially contracted by Golden Throat and was paid 14.3million yuan for three years for the advertisements, according to yicai.com.

第一财经网站报道说,卡卡和该公司签订了3年的广告合同,因此进账1430万元人民币。

Chinese people's passion towards football stars is simply unbelievable. Any products with a football star's name or likeness associated to them would sell like hot cakes.

中国民众对球星的热情简直不可思议。只要产品有球星的名字或者肖像就能热卖。

While small Chinese firms compete to be the first to register football stars' Chinese names as trademarks, more and more high-profile Chinese brands are shelling out to sign international football stars to represent their products.

在一些小公司抢注球星中文译名商标的时候,越来越多的知名品牌开始和国际球星签约,花钱请他们为自家产品代言。

Mengniu, China's second-largest dairy company and an official sponsor of World Cup 2018, has hired Lionel Messi to be its ambassador. The signing fee is said to be 40million yuan.

中国第二大乳品制造商蒙牛集团是2018年世界杯的官方赞助商。蒙牛聘请梅西为其代言,据称代言费高达4000万元人民币。

Wahaha, China's largest beverage company, inked a deal with Portugal national football team earlier this year to be their official World Cup sponsor in China.

中国最大的饮料制造商娃哈哈集团今年初与葡萄牙国家队签约,成为其世界杯中国区官方赞助商。

Wey, a made-in-China car brand, engaged Cristiano Ronaldo in a minute-long advertisement to be aired throughout China during World Cup. Ronaldo is also the latest ambassador of the auto label.

国产汽车品牌Wey请C罗为产品打广告,这段一分钟的广告在世界杯期间面向全国播放。C罗还是该品牌最新聘请的代言人。

 

来源:每日邮报、参考消息网

翻译&编辑:yaning

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