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对话拜仁市场营销董事:欧洲豪门如何经营中国足球市场_我的网站

杀害班花逃15年

一 |     

A Tien Kung robot (left) competes in the 400-meter race at the National Speed Skating Oval in Beijing on August 23, 2026 during the 2nd World Humanoid Robot Games (WHRG). Photo: VCG
    
A Tien Kung robot (left) competes in the 400-meter race at the National Speed Skating Oval in Beijing on August 23, 2026 during the 2nd World Humanoid Robot Games (WHRG). Photo: VCG
    
On the blue track inside the National Speed Skating Oval, robots chased each other in the 400-meter race. A sprinting Tien Kung robot was tripped by a rival robot lying on the track but did not fall. Instead, it adjusted its posture in seconds and continued toward the finish line with a result of 38.15 seconds, breaking human 400-meter race world record of 43.03 seconds, held by South African athlete Wayde van Niekerk. 
This scene unfolded on Sunday, the first official competition day of the 2nd World Humanoid Robot Games (WHRG). Later that evening, a humanoid robot named Lightning, developed by Honor Co., broke the long-standing human 1,500-meter world record of 3:26 set by Moroccan athlete Hicham El Guerrouj with a time of 2:30.22. Just one night earlier, during the opening ceremony's 100-meter sprint and high jump demonstrations, humanoid robots had already shattered records long held by human athletes Usain Bolt and Javier Sotomayor — merely an appetizer for the five-day sci-fi spectacle.
The Games have attracted 666 teams from 16 countries across six continents, up 138 percent from its inaugural edition. The number of participating robots quadrupled to 2,056, the Global Times learned from the organizing committee.
Yet the biggest change this year was not only the scale, but also the technological maturity. More teams have shifted from remote-controlled robots to fully autonomous systems. Chinese observers, after watching several events, said humanoid robots are no longer limited to simple demonstrations of walking or dancing. Increasingly, they are being tested in environments that demand speed, coordination, perception and decision-making.
From movement to intelligence

Behind the record-breaking performances are a series of technological upgrades. During the running events, Global Times reporters observed that robots were able to make subtle movements around their hip joints while walking, allowing them to maintain balance and produce movements closer to human biomechanics.
Guo Yijie, technical director of Tien Kung Ultra, said the improvement came from advances in hardware design.
"Robot joints have improved in torque and speed. As competitions demand higher power output, the reliability of the main control board, power board and high-power battery discharge capability have become increasingly important," Guo told the Global Times.
According to Guo, the same Tien Kung Ultra robot was used in both sprinting and jumping events. For running, the waist needs rotation to balance the inertia generated by leg movements. For jumping, the upper body requires pitching movement to help the robot achieve greater distance or height, Guo said, noting that these can all be achieved with only slight adjustments to the waist configuration were needed, and it highly demonstrated to the robot design's flexibility.
Besides the hardware upgrades, developments in robots' faster decision-making in "brains' is better showcased in football competitions.
The Booster T2 robot used by many domestic and overseas football teams has increased its onboard computing capability by 10 times compared with the previous generation. The time from recognizing the goal to deciding whether to pass or shoot has been reduced to around 100 milliseconds - faster than the time humans usually need to blink.
Cheng Hao, a technical representative from Boosters Robotics, said the improvement represents an "end-to-end" transformation in embodied intelligence.
"In the past, robots relied on separate steps: perception, planning, decision-making and execution. Each stage was disconnected. Now, with an end-to-end motion foundation model, visual input can directly generate joint control commands," Cheng said.
The newly introduced table tennis and tennis competitions are also testing another important capability: perception.
"Robots are moving from simply recognizing the three-dimensional position of a ball to understanding the movement information of opponents and more complex environments," said Li Yinghui, a postdoc researcher and the leader from the Hong Kong University team at the table tennis event. Such capabilities developed in sports scenarios could eventually be transferred to other scenarios in industries or daily life, Li said. 
Beyond entertainment
Though clips from the robot competitions have made a buzz on social media, with some critics from Western media questioning why robots need to dance, play football or compete in athletics while arguing that these activities appear far from everyday needs.
Zhou Changjiu, Vice President of the RoboCup Federation and the Robotics Competition Association of the Asia-Pacific (RCAP), stressed robot sports are not designed for entertainment alone. "Robot competitions are testing the capabilities needed for humanoid robots to enter the real world," Zhou told the Global Times.
Different events evaluate different abilities. Sprinting tests speed, marathons examine battery endurance and energy management, while football provides a comprehensive test because of its dynamic and unpredictable nature, testing intelligence, manipulation, interaction, safety, cost and trust at the same time, Zhou said.
Unlike a single-task demonstration, football requires robots to cooperate. Players must understand their own roles, recognize teammates and opponents, and make collective decisions - a form of swarm intelligence that could become essential when robots work together in homes, factories and emergency rescue environments.
Entertainment, however, can generate business opportunities. Gu Jinghai, brand director of EYOU Robot Co, told the Global Times that the company sold 95,000 integrated joints in China in 2025 and expects sales to exceed 1 million units in 2026. Growth mainly comes from planetary joints used in entertainment robots, while harmonic joints for industrial robots are also expanding steadily, he said. 
Jiao Jichao, an executive from UBTECH Robotics, said the criticism that "Chinese robots can only sing and dance" reflects only a temporary stage of development. "Performance and dancing are also real commercial demands, and their existence has value," Jiao said. "Beyond entertainment, Chinese robots are already demonstrating intelligent capabilities that support practical applications in manufacturing, and partnerships with companies including Huawei and Foxconn, where robots have already entered production lines in small-scale applications."
The Outline of the 15th Five-Year Plan for National Economic and Social Development of China stated that the country will construct a comprehensive cultivation system for future industries including the embody intelligence as new economic growth drivers.
Zhou said the development of humanoid robots is not only about individual machines, but about building an entire ecosystem.
China's advantage lies in its complete supply chain, abundant application scenarios and manufacturing capabilities, while the fast growing industry still faces challenges such as the lack of unified standards.
Gu said the company has launched mass production of robotics joint under domestic standard of auto parts. 
Robot competitions can help address these issues by creating common standards in areas such as competition rules, robot dimensions, communication systems, batteries and joint modules. "As applications expand, the cost of key robot components will continue to decline," Zhou said. 
"Numbers are magic," Zhou said. "If producing one robot costs a huge amount because it is handmade, producing one million robots will completely change the cost structure."
For humanoid robots, the race taking place inside the Ice Ribbon may not ultimately be about who crosses the finish line first. It may be about whether these machines can learn to navigate the far more complicated race outside the stadium - the race into the real world.
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欧洲豪门的亚洲行正在进入新的阶段。

二 | 过去,季前赛和球星见面构成了海外巡回的主要内容。如今,俱乐部需要回答更多问题:一场比赛结束后,如何继续维系与当地球迷的关系;社交媒体、本土商品和线下活动如何形成长期运营;青训合作又该如何摆脱短期交流,真正留下人才、体系与经验。对于拜仁慕尼黑而言,中国市场一直是其国际化战略的重要组成部分。2016年,拜仁在上海成立中国办公室,成为首家在中国内地注册公司的欧洲足球俱乐部。此后,俱乐部持续运营本土社交媒体、球迷活动和商业合作,并通过太仓足球学校、人才选拔等项目参与中国青少年足球发展。2026年夏天,拜仁将时隔近20年再次来到中国香港,在启德体育场与阿斯顿维拉进行季前赛。亚洲行开始前,体育产业生态圈参与了拜仁慕尼黑足球俱乐部市场营销董事鲁文·卡斯帕的媒体对话。围绕中国市场变化、亚洲行的长期价值、青训合作、本土化产品和球迷消费等话题,卡斯帕分享了拜仁的观察与计划。以下为体育产业生态圈的对话实录。▍Q:您在拜仁慕尼黑和斯图加特都参与过中国市场及青少年足球项目。对于德甲俱乐部而言,青训合作如何摆脱短期交流活动的模式,形成更持续的人才培养和商业合作机制?A:早在2016年,中德双方就签署合作协议,共同推进足球基础设施建设、教练培训和青少年人才培养。此后,我们围绕教练培养、球员选拔和长期训练体系开展了多种尝试。当时,拜仁与中国教育部合作,在深圳、青岛和太原设立足球学校。目前仍在持续运营、发展较为成熟的项目,是位于苏州太仓的拜仁双心太仓足球学校。项目从基层训练起步,由拜仁教练团队长期参与球员培养,目前球队已经能够参加江苏省较高水平的赛事。

三 | 短期培训可以带来一定价值,但很难成为青训合作的主要方向。人才培养需要明确的长期战略,也需要合作各方持续执行同一套理念,避免频繁调整项目目标。

四 | 合作对象可以有所不同,但只有保持长期投入,才有机会取得稳定成果。中国市场体量很大,推动足球发展也需要德甲俱乐部、其他欧洲俱乐部和中国足球从业者共同参与。

五 | 拜仁希望继续发挥外部支持者的作用,把训练经验、教练资源和人才培养体系带到中国,并与本地合作伙伴建立长期关系。德国足球过去已经在中国留下了一些具体成果。中国男足国家队主教练邵佳一曾长期效力德国联赛;曾在拜仁任职的马永明目前担任北京国安体育总经理;刘邵子洋由拜仁发掘并赴欧洲接受培养,如今效力北京国安;谢初筠也曾通过斯图加特的项目获得赴德国发展的机会。这些案例说明,青训合作需要持续发现人才、提供高水平训练环境,并为球员建立长期发展路径。我们始终相信中国足球的发展潜力,也会继续投入。

六 | 经过足够长的积累,项目成果会逐步显现,目前已经能够看到一些积极变化。▍Q:中国市场拥有大量欧洲足球球迷,但俱乐部官方商品和付费服务的消费转化仍有提升空间。拜仁如何看待中国球迷的付费能力,未来是否会推出更有针对性的产品和服务?A:对于拜仁而言,中国球迷首先是俱乐部的球迷,我们不会只把他们视为客户或消费者。我在中国工作期间,经常收到有关本土化周边和市场定制产品的询问。中国球迷对这类产品有明确需求,拜仁过去也推出过相关尝试,未来还会继续根据本地市场和球迷反馈开发产品。此次香港夏季行期间,拜仁将推出专属周边,其中包括一款与香港本地艺术家兼设计师合作完成的限定球衣。这款球衣只在本次夏季行期间发售。这类本土合作体现了拜仁对中国市场的长期投入。俱乐部会根据不同地区的文化特点和球迷需求,适时推出具有当地特色的商品和内容,为中国球迷提供更具针对性的体验。

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