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The 2018 FIFA World Cup is just around the corner, and the first match tonight will surely draw widespread attention. Under the gaze of audiences around the world, \"Made in China\" products that emerge as part of teams will also shine brightly on the competition field. In the previous article, “Made in China makes it to the World Cup!” In the article \"The Instrument Industry Shares in the Profits from This Opportunity (Brand Focus)\\", information is provided on the three types of sponsors for the World Cup, and the importance of brand marketing for instrument and meter manufacturers is also discussed. However, the World Cup lasts only a short month after all, and there are quite a number of products and companies that appear briefly on the field during this time. How to take advantage of the hype surrounding international events to achieve long-term growth is the key to determining the success or failure of this marketing effort. http://www.jiweimeter.com/uploads/image/20180614/1528966617.jpg The instrumentation industry seizes the opportunity of the World Cup “Made in China” products are everywhere at the World Cup; former suppliers have ceased operations Compared to previous World Cups and other international events, there are numerous “Made in China” products at this World Cup in Russia: companies that produce mascots and other souvenirs are based in Hangzhou; commemorative coins and medals are manufactured by the Nanjing Mint; 67 elevators used in the stadiums were produced by a domestic company; 100,000 crayfish from Hubei were sent to Moscow, and even the ball boys who appeared at the opening ceremony came from our country. Many domestic companies have seized the opportunity presented by the World Cup, successfully opening a window to international markets. However, a dampener on this optimism is that not every company that has supplied products for the World Cup will be able to stay afloat once the hype subsides. I still remember in 2010, that plastic horn called the \"Vuvuzela\" echoed throughout the stadiums in South Africa, introducing this cheerleading gadget to people all over the world. Eight years have passed since then, and the Ninghai company that was responsible for producing the Uhu Zula was dissolved as early as 2012. During the two years when the World Cup hype faded, company executives tried methods such as changing names and locations as well as increasing investment in research and development, but none of these were able to reverse the downward trend. The loss-making company mentioned in the previous article also tried to revive itself by taking advantage of the World Cup, but it was unable to maintain its success for long; instead, it incurred even greater financial burdens. It is clear that how to maintain a company’s viability and competitiveness after the World Cup is a question that every sponsor and supplier needs to consider. With top-tier events backing corporate marketing, product technology is the key to success. Industry experts suggest that the decline of that company based in Ninghai may be due to its products being boycotted during subsequent World Cups and other major international events; coupled with their low technical quality, which made it easy for other companies to take over business from them, this led to the company’s inability to continue operating. Despite having the highly prestigious World Cup as a selling point, products that lack competitiveness still cannot go far. This means that although brand marketing is essential, it is products and technology that are the key to a company’s long-term success. Especially in the instrumentation industry, which has high technical barriers, no gimmick can compare to product reliability. Firstly, due to various clubs and some competitions banning the use of whistles, this popular item among cheerleaders almost disappeared from subsequent events. This shows that it is difficult for this product to go any further in the field of sports events, and it is not feasible for companies to rely on this product alone for development. It is evident that when a particular instrument product becomes increasingly phased out or even resisted in the industry, companies should decisively develop other product lines, rather than continuing to invest resources in the old products. Secondly, as a plastic toy, Wuwuzula does not require high levels of technical expertise for its production, making it easy for other manufacturers to imitate it. Over time, this tends to lead to price competition, resulting in increasingly narrow profit margins. In fact, this is also somewhat similar to the current situation in the instrumentation industry. Some domestic instrument and meter manufacturers lack core technologies and neglect product development; they remain focused on the low-end instrument market, engaging in price wars, while there are few domestic instruments available in high-end fields such as chromatography and mass spectrometry. In fact, both low-end and high-end instruments have their own market spaces and target customers. It’s obviously not possible if no companies are willing to supply low-end instrument products. However, when product homogenization is severe, instrumentation companies can only break free from the constraints of the low-end market through innovation in order to pursue a more sustainable path of development. In addition, domestic instrument and meter manufacturers do not pay enough attention to intellectual property protection, which makes them vulnerable to being copied or even counterfeited by other unscrupulous manufacturers, just like the Uhu. Some disputes in the instrumentation industry are related to inadequate protection of intellectual property, and in the end, many companies end up spending a great deal of time and money to win such lawsuits. Rather than doing that, it’s better to apply for patents on technical products from the outset, which makes it easier to deal with counterfeit products. Although the World Cup has no direct connection with the vast majority of instrumentation companies, the principles behind corporate development remain similar. With the World Cup approaching, even pigs can fly. However, after the strong wind, the pigs die from falling. When a company thrives, it naturally hopes to fly as high and as long as possible. At this point, technology and products become the forces that propel enterprises to success. It is hoped that after the conclusion of this FIFA World Cup in Russia, these well-known Chinese brands will be seen in more fields. It is also hoped that domestic instruments will be able to, just like those made in China, \"break through Asia and go global\" at an early date.