مونديال 2022.. غاب منتخب كرة القدم وحضرت علامة « صنع في الصين »

عادل جوهاري

   هو أكثر من حدث لكرة القدم، صحيح أن كأس العالم يمثل أرقى منافسة كروية في العالم على الاطلاق، لكنه أهدافه الاقتصادية لا تنتهي بمجرد انتهاء المباراة النهائية، فهي تمتد إلى ما بعد المونديال، مع قيمة عائدات استثمارية تعادل 1 في المائة تقريبا من الناتج الإجمالي للبلد الذي ينال شرف التنظيم.
    مما لاشك فيه أن الحضور الرياضي بالمونديال يظل الهدف الأسمى لكل البلدان، حتى تلك التي لا تملك تاريخا كبيرا في كرة القدم، لأن التواجد بالحدث أصبح بمثابة « ماركوتينغ » لثقافة بلد بأكمله، غير أن التنافس على نيل بطاقة التأهل، يوازيه، على الخصوص، تنافس اقتصادي بين كبريات الشركات العالمية المدعومة من بلدانها الأصلية، على سوق كأس العالم، في مجالات البنية التحية، والنقل، والاشهار، والتواصل، والتكنولوجيا الرقمية، والطاقات المتجددة، وغيرها.
    التواجد الاقتصادي بكأس العالم لم يعد يمر مرور الكرام لدى الجماهير، لأن العلامات التجارية للدول أصبحت بدورها علامة فارقة، ورمزا يبعث على الفخر والاعتزاز في أوساط الشعوب، يمكنه تعويض غياب الحضور الكروي بعائد استثماري قد يكون « أكثر أهمية ».
    في هذا الإطار، يمكن للمتتبع للمونديال عن قرب، أن يكتشف بسهولة كيف تمكنت الصين من تحقيق هذه المعادلة، ذلك أن المنتخب الصيني لم ينجح في بلوغ النهائيات بعد احتلاله المركز الخامس ما قبل الأخير ضمن المجموعة الثانية في التصفيات الآسيوية، غير أن الحضور البارز والقوي لعلامة « صنع بالصين » جعل هواة كرة القدم الصينيون يشعرون بتواجد من نوع آخر على أرض قطر في، عوض اخفاق التأهل.
    فمن الملاعب إلى السيارات الكهربائية، إلى الحافلات صديقة البيئة، إلى الأجهزة الكهربائية، يمكن رؤية أسماء المنتجات الصينية الصنع، وأسماء الشركات الصينية على اللافتات والعلامات في الملاعب القطرية ومحيطها في النسخة الحالية لكأس العالم، وهو ما يدل على أن هذه القوة الاقتصادية الثانية على مستوى العالم بدأت تصنع تأثيرا اقتصاديا على عالم كرة القدم.
   يقول المهندس الصيني لي باي إن « بناء ملعب لوسيل الذي يتسع ل80 ألف متفرج، يمثل المرة الأولى التي تشارك فيها شركة صينية كمقاول رئيسي في تصميم وبناء ملعب كرة قدم احترافي وفقا للمعايير الصارمة للفيفا »، مسجلا أنها المرة الأولى أيضا التي تنفذ فيها شركة صينية أعمال التصميم والبناء لملعب بكأس العالم ».
   كما شاركت شركات صينية في بناء « قرية المشجعين »، وذلك من خلال وضع حوالي 6000 منزل حاويات جنوب العاصمة القطرية الدوحة، بعد أن جهزتها الشركات الصينية بمرافق مختلفة، من قبيل حمامات منفصلة ومكيفات الهواء، وتركيب شركات أخرى ل2500 مكيف هواء لدعم مراكز الفحص الأمني في الملاعب.
    البحث عن حضور اقتصادي قوي للصين جعل شركاته تقترح خدماتها في جميع المجالات، خصوصا تلك التي تراهن عليها من أجل الريادة عالميا، وهو ما تجلى من خلال تواجد أكثر من 3000 حافلة صينية الصنع، وحوالي 880 سيارة كهربائية، وهي المرة الأولى التي يقع فيها الاختيار في حدث رياضي دولي كبير على حافلات صينية صديقة للبيئة على نطاق واسع.
    هذا الرهان الصيني على الريادة يمر بالتأكيد عبر تقديم منتجات ذات جودة عالية، وبمزايا تنافسية، وهو ما أكده المدير العام للشركة الصينية لتكنولوجيا الطاقات الجديدة لي ون لو الذي قال إنه لم يتخيل أن منتجات شركته ستتمكن من شق طريقها يوما ما إلى كأس العالم، وذلك بعد ان سلمت طلب تصدير لكأس العالم ب 12 عربة كهربائية بأداء ممتاز مقاوم للماء، وهو ما ساعد في كسب ثقة الزبناء من قطر.
    وشدد على أنه طالما هناك مشاريع واسعة النطاق على مستوى العالم، سيكون شعار « صنع في الصين » الخيار الأول للزبناء الدوليين، لأن المنتجات صينية الصنع تتمتع بمزايا تنافسية ».
    من جهة أخرى قدمت الشركات الصينية عائدات رعاية للبلد المستضيف للمونديال أكثر من شركات أي بلد آخر، بجموع استثمارات بلغ 1,4 مليار دولار، وذلك وفقا لشركة الاستشارات والتحليلات « غلوبال داتا »، التي يوجد مقرها بلندن.
    في هذا الصدد قال لي جيانغ العضو المنتدب لشركة تسويق رياضية صينية إن الشركات الصينية تطورت لتصبح مشاركا رئيسيا في الأحداث الرياضية العالمية، الشيء الذي يدل على قدرتها التنافسية الدولية.
    وتشير المعطيات الواردة في منصة « علي إكسبريس »، للتسوق الإلكتروني المرتبطة بالتجارة العالمية، أن مبيعات الأعلام وأحذية كرة القدم التي صُنعت في الصين ارتفعت بنسبة 300 بالمائة و200 بالمائة على التوالي في شهر نونبر الجاري مقارنة بالشهر السابق.
    من جهته سجل شيوي شياو، رئيس وحدة التجارة الإلكترونية العابرة للحدود في شركة « كيلمي » للمنتجات الرياضية أن مبيعات معدات كرة القدم عرفت زيادة كبيرة مؤخرا بفضل كأس العالم، مشددا على أن الهدف الأساسي للشركات الصينية ليس الربح السريع، ولكن التركيز على القدرة التنافسية الدائمة على المدى الطويل.
    هذا الرهان على المدى الطويل يستهدف بالتأكيد النسخ المقبلة لكأس العالم، وأحداث رياضية كبيرة أخرى، لأن سباق التنافس على أسواق هذه الأحداث لا ينطلق مع الإعلان عن البلد الذي سينال شرف التنظيم، بل قبل ذلك بكثير، في اطار تنسيق وعروض استثمارية مسبقة، حتى قبل الإعلان الرسمي من طرف حكومات الدول عن رغبتها في الترشح لاحتضان حدث رياضي عالمي.
 

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  96. Do you have a tip jar? Because you are serving! Your performance is absolutely stellar, worthy of the highest praise and recognition. Like a skilled server who anticipates every need and delivers flawlessly, you’re excelling in every aspect. Your talent and dedication are on full display, leaving everyone impressed.

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  98. Wow, what a masterpiece. This creation of yours is truly a work of art, showcasing your incredible talent and vision. Every detail is meticulously crafted, revealing the depth of your skill and creativity. It’s the kind of piece that captivates viewers, inviting them to explore its intricacies and marvel at its beauty.