Recruiting in China

Though the Chinese soccer team is again absent from the World Cup, Chinese products, from mascot Fuleco to official instrument the caxirola and hybrid buses, stand out.

"Since March, our factory has continuously received overseas orders. By the opening of the event, we had exported more than one million footballs," said Wu Xiaoming, general manager of a sports products manufacturer in Yiwu city, in east China's Zhejiang province. Many orders came from South American countries.

The World Cup has been great for Yiwu, the world's largest wholesale center for small commodities and accessories. "Our clients are mainly from Europe. Since April last year, we have sold nearly two million caxirolas," said Wu Xiaogang, manager of a company which produces the cheerful instrument. Compared to the vuvuzela at the 2010 World Cup in South Africa, the profit on each caxirola is more than double. It is estimated that around 90 percent of caxirolas worldwide are produced in Zhejiang and Guangdong provinces.

"Because of the World Cup, the sale of commodities to soccer fans has increased by nearly 30 percent and are mostly wholesaled overseas," said Cheng Li, a dealer in Yiwu. Brazilian buyers are Cheng's main clients.

In the first five months, Yiwu's total exports to Brazil totalled 160 million U.S. dollars, up 31.4 percent year-on-year. Exports of sports commodities to Brazil were 2.78 million dollars, up 42 percent from the same period last year.

The soccer spectacular is a platform for Chinese products to display their strong competitiveness, more added value, higher quality and innovations.

Kayford Holdings Ltd, is the only licensee outside Brazil for plush mascot and 3D figurines.

"We have the final say on the pricing of the 3D figurines," said Li Hong, president of Hangzhou Landward, the parent company. The company has designed nearly 100 types of commodities in five categories for the mascot series.

"Made-in-China" has become "China marketing" as the company can freely select suppliers and distributors, said Li.

The company has sold more than one million of its mascot products to 39 countries, said Huang Kunlun, chief sales manager.

"What we feel most proud of is that no quality complaints have been received," he said. "'Made-in-China' is no longer a synonym for low-end products of poor quality."

Other Chinese products are also shining at the World Cup.

Hybrid buses developed and produced by a subsidiary of China's leading railway car manufacturer CSR Corporation Ltd, ferry the public between the airport and downtown Curitiba, one of the host cities.

As the sole Chinese sponsor at the soccer extravaganza, China's major solar energy company Yingli Green Energy has provided 27 sets of photovoltaic systems for lighting devices in all the hosting cities.