沙利文洞见
由于社交媒体平台和短视频平台在中国消费者中越来越受欢迎，热门话题很容易引起讨论和传播。奥运会相关话题的火爆，使得类似运动员穿着的物品的在线销售额激增。买家表示他们想向运动员的辛勤工作和成就表示敬意。
东京奥运会期间，与奥运相关的商品也在网上销售。沙利文大中华区执行总监楼磊在接受《中国日报》采访时表示，中国运动员在2020年东京奥运会的各项比赛中取得了骄人的成绩。在公众中广受欢迎的运动，如跑步、篮球和足球，总是有可能成为讨论的重点。随之而来的是奥运周边产品的火爆。过去几年，中国消费者对国产产品和品牌的信心和认可度不断提高。
Traders in Yiwu, Zhejiang province, China's largest small commodities distribution center, had long prepared to sell small items related to the 2020 Tokyo Olympics.
中国最大的小商品集散地浙江省义乌市的商贩早就准备销售与 2020 年东京奥运会相关的小商品。
Their sales hopes were boosted when Yang Qian, the first Chinese gold medalist at the Games, became a big online hit after her victory in the women's 10-meter air rifle competition on July 24, the first day of competition.
7 月 24 日，也就是比赛的第一天，中国第一位获得奥运会金牌的中国金牌得主杨倩在女子 10 米气步枪比赛中获胜后，在网上引起了轰动，这大大提高了他们的销售希望。
When Yang, 21, a student athlete from Tsinghua University, celebrated her triumph on the podium, she enjoyed the moment by forming a heart shape with her hands.
当 21 岁的清华大学学生运动员杨在领奖台上庆祝她的胜利时，她用手形成心形来享受这一刻。
Yang was wearing a hairpin with a yellow duck design, and following her triumph, such hairpins were in hot demand among large numbers of buyers.
杨女士佩戴的黄鸭造型发夹，随着她的胜利，这种发夹受到了大量买家的热捧。
Gold medalist Yang Qian celebrates on the podium in Tokyo, July 24, 2021. [Photo/IC]
来源：中国日报
Traders in Yiwu, seeing debate about Yang's hairpin on social media platforms, lost no time manufacturing items in similar styles to cash in on this business opportunity.
义乌的贸易商看到社交媒体平台上关于杨发夹的争论，不失时机地制造类似款式的商品以抓住这个商机。
In the week after July 24, the average daily online search volume for "yellow duck hairpins" soared by more than 4,000 percent year-on-year, according to Taobao, Alibaba Group's e-commerce platform.
阿里巴巴集团旗下电商平台淘宝的数据显示，7月24日之后的一周内，“黄鸭钗”的日均在线搜索量同比飙升4000%以上。
In less than a month, one retailer on Taobao sold nearly 100,000 of the hairpins. The trader also developed 22 styles and colors of hairpins similar to that worn by Yang. Prices for the items ranged from 3 yuan to 10 yuan (46 cents to $1.55).
在不到一个月的时间里，淘宝上的一家零售商售出了近 10 万个发夹。这位商人还开发了 22 种款式和颜色的发夹，类似于杨所戴的发夹。这些物品的价格从 3 元到 10 元不等（46 美分到 1.55 美元）。
The hairpins have also been sought by customers overseas. Tmall, another Alibaba Group e-commerce platform, said that in July, more than 10,000 yellow duck hairpins were ready to complete safety checks at Tmall's warehouse in Shanghai for delivery to customers in Tokyo.
发夹也受到海外客户的追捧。阿里巴巴集团另一家电商平台天猫表示，7月份，1万多只黄鸭钗已准备在天猫上海仓库完成安全检查，交付东京客户。
Lou Lei, executive director of consultancy Frost & Sullivan China, said: "Chinese athletes achieved strong results in different competitions at the Tokyo 2020 Olympics. In the past few years, Chinese consumers have shown increased confidence and recognition of domestic products and brands.
弗若斯特沙利文大中华区执行总监楼磊表示：“中国运动员在2020年东京奥运会的各项比赛中取得了骄人的成绩。过去几年，中国消费者对国产产品和品牌的信心和认可度不断提高。”
"Hot topics can easily generate discussion and go viral due to the increasing popularity of social media platforms and short-video platforms among Chinese consumers," Lou said.
“由于社交媒体平台和短视频平台在中国消费者中越来越受欢迎，热门话题很容易引起讨论和传播”，楼磊说。
Early last month, of the items worn by gold medalists during the Tokyo Olympics, the yellow duck hairpin was the most popular among online buyers, according to Taobao.
据淘宝网称，上月初，在东京奥运会金牌得主佩戴的物品中，黄鸭钗是最受网购者欢迎的。
Other items in high demand include necklaces similar to that worn by table tennis player Chen Meng during competition, an essential balm used at Tokyo 2020 by weightlifter Hou Zhihui, and mobile phone cases like the one owned by basketball player Yang Shuyu.
其他需求量很大的物品包括类似于乒乓球运动员陈萌在比赛中佩戴的项链、举重运动员侯志辉在 2020 年东京奥运会上使用的必备香膏，以及篮球运动员杨舒雨拥有的手机壳等。
In addition to small items, others related to the Tokyo Olympics are selling online.
除了小件商品，与东京奥运会相关的其他商品也在网上销售。
Damoson, an online store that sells menswear on Tmall, launched a new black-and-white T-shirt during the Games with "Go China "printed in Chinese characters on the front. The store said it noticed the potential business opportunities resulting from the Games and decided to launch the T-shirt immediately to attract more customers.
天猫男装网店Damoson在奥运会期间推出了一款全新的黑白T恤，正面印有汉字“出发中国”。该商店表示，它注意到奥运会带来的潜在商机，并决定立即推出这款 T 恤以吸引更多顾客。
In messages posted online, buyers said they wanted to pay tribute to athletes' hard work and achievements.
在网上发布的消息中，买家表示他们想向运动员的辛勤工作和成就表示敬意。
However, the popularity of small items related to the Olympics is nothing new.
不过，奥运相关小物件的火爆并不是什么新鲜事。
During the London Olympics in 2012, and at the Rio de Janeiro Games four years later, online sales surged for items similar to those worn by athletes.
在 2012 年伦敦奥运会和四年后的里约热内卢奥运会期间，类似运动员穿着的物品的在线销售额激增。
Lou said, "The popularity of some topics related to the Olympic Games is unlikely to last long online, as users tend to constantly find new issues to discuss. After the Tokyo Games, there is expected to be less discussion about some relatively niche sports.
楼磊说，“一些与奥运会相关的话题在网上不太可能持续太久，因为用户往往会不断寻找新的话题来讨论。东京奥运会之后，预计一些相对小众的运动的讨论会减少。
"However, sports such as running, basketball and soccer, which are widely popular among the public, are always likely to feature in discussions."
“然而，在公众中广受欢迎的运动，如跑步、篮球和足球，总是有可能成为讨论的重点。”
*本文转自《China Daily》，作者为ZHU WENQIAN，原文名为《Small items in high demand as Zhejiang traders seize sporting opportunity》。
