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《豪门盛宴》圆满收官吉利银河借力顶级赛事IP持续释放品牌势能_我的网站

锵锵三人行

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A concept photo of currencies and financial market Illustration: VCG
The designation of Deutsche Bank, a key and influential bank in Europe, to serve as the yuan-clearing bank will greatly facilitate and expand the use of the yuan in the EU market, providing more impetus to broader China-EU economic and trade ties, a Chinese analyst said on Tuesday.
The People's Bank of China (PBC), the central bank, announced on Monday that it had decided to authorize Deutsche Bank to serve as the yuan-clearing bank in Frankfurt, Germany, based on a memorandum of understanding with the Deutsche Bundesbank.
The move came as China-EU trade and economic ties continue to deepen and bilateral trade continues to expand, despite recent restrictions imposed by the European Commission.
In a statement sent to the Global Times on Monday, Deutsche Bank said that following the appointment by the PBC, it will facilitate direct end-to-end processing, clearing and settlement services for cross-border yuan transactions for European financial institutions and businesses, acting as a local bridge to China's payment systems.
Deutsche Bank, a global systemically important bank as well as the world's largest euro-clearing bank, said that it is the first foreign bank in Europe to receive this designation.
"Securing yuan-clearing capability in Europe reinforces our role as a trusted global clearing partner and our long-standing support for yuan internationalization. It strengthens China-Europe financial connectivity and enhances our ability to support clients' cross-border trade and investment flows with greater choice and flexibility," Alexander von zur Muehlen, CEO of Asia Pacific, Europe, Middle East & Africa and Germany at Deutsche Bank, said in the statement.
Xi Junyang, a professor at the Shanghai University of Finance and Economics, told the Global Times on Tuesday that while a number of Chinese banks are already performing yuan-clearing functions in the EU, the addition of Deutsche Bank, with its deep roots in the local market, carries great significance.
"Banks have different client bases, and Deutsche Bank has many European companies as its customers. With the appointment, these market participants enjoy a far greater degree of facilitation and ease in tapping yuan use cases," said the professor.
Companies and financial institutions can also avoid risks of foreign exchange losses as they can now directly choose yuan-euro settlement and bypass the use of a third currency, the expert said, noting that China-EU trade and investment ties will be one step closer with a local clearing bank coming onboard.
Tian Lihui, dean of the Institute of Financial Development at Nankai University, told the Global Times on Tuesday that the latest development, some 12 years after the first-yuan clearing bank form a Chinese bank was set up in Frankfurt, marked a milestone as the yuan-clearing system in Europe has evolved from a model where "Chinese entities handle clearing for Europeans" to one where "Europeans handle yuan-clearing themselves."
The decision by one of Europe's largest domestic banks to integrate into the yuan-clearing system signals that China-Europe financial cooperation is moving beyond the shallow level of facilitating trade settlements into the more substantial level of jointly building financial infrastructure, Tian said.
For both China and Europe, this move represents a mutually beneficial institutional alignment, Tian said. "China gains greater depth in the offshore yuan market, while Europe secures an additional strategic option amid the contest of major currencies."
Brussels has recently been intensifying its use of restrictive trade and regulatory tools across sectors ranging from clean technologies to digital infrastructure and foreign subsidies, with many of these measures seen as directly affecting Chinese firms and adding strain to China-EU economic relations.
However, despite these moves, deepening industrial and supply chain integration and the strong complementarity of the two economies have continued to push bilateral trade to new highs. In the first seven months of 2026, China's total trade with the EU stood at 3.67 trillion yuan ($543.90 billion), up 9.5 percent year-on-year, data from China's General Administration of Customs showed on Friday.
As China-EU economic and trade ties continue to expand and deepen, demand for the yuan to be used in the EU market will rise proportionately, and more EU banks will likely be authorized to serve as yuan-clearing banks, Xi Junyang said.
Financial cooperation between the world's largest trading bloc and the largest trading nation has accelerated in recent months. In May, the PBC renewed and expanded a bilateral currency swap agreement with the National Bank of Serbia, increasing the value of the swap from 1.5 billion yuan to 5 billion yuan.
Almost 80 percent of the surveyed Chinese companies operating in the EU plan to expand their investment, even amid tightening policies in the EU and an increasingly complex business environment, according to a report published by the Chinese Chamber of Commerce to the EU and the China Economic Information Service in March. Fostering cooperation in emerging industries and cross-border finance have been highlighted by industry insiders as new growth drivers of China-EU trade and economic cooperation.
The yuan accounted for 3.1 percent of global payments in June, rising from 2.75 percent in the previous month, and ranking as the fifth most active currency for global payments by value, according to a report from the Society for Worldwide Interbank Financial Telecommunication. In terms of trade finance, the yuan ranked second with a market share of 8 percent.
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绿茵逐梦，热爱同行。

二 | 随着2026年美加墨世界杯圆满落幕，由吉利银河独家冠名的央视总台CCTV-5王牌体育栏目《豪门盛宴》也圆满收官。

三 | 作为行业首家“中央广播电视总台2026年美加墨世界杯转播合作伙伴”，吉利银河自6月11日节目开播以来，携手央视总台历时40天，35期节目以“共创+定制”模式贯穿赛事全周期，打造覆盖品牌传播、内容共创、产品展示与终端转化的全链路传播实践。本季《豪门盛宴》大屏端累计观众超7.66亿人次，新媒体小屏端累计播放量超8267万，最大化提升吉利银河品牌及产品曝光，不仅为大型体育节目合作提供了高质量范本，更进一步展现了中国新能源品牌持续向上的发展势能。《豪门盛宴》作为央视总台世界杯期间最具影响力的体育栏目之一，是全国球迷共享赛事激情的重要平台。

四 | 节目期间，吉利银河深度参与内容共创，定制板块《吉利银河星耀美加墨》每期陪伴观众盘点赛场高光，冠名口播、品牌视觉、创意内容等贯穿节目全程，实现品牌传播与节目内容深度融合。与此同时，银河TT、吉利银河M9、银河V900等车型相继亮相节目，《我们的星愿》公益专场、银河TT品牌专场等品牌内容陆续推出，进一步展现吉利银河持续完善的产品矩阵和不断向上的品牌形象。同步《豪门盛宴》开播，吉利银河打造了覆盖线上线下的“吉利银河豪门盛宴足球狂欢季”，将赛事热度延伸至消费者生活场景。世界杯期间，吉利银河推出“试驾有礼”“每天有礼”等双重福利互动，每日发放百万购车券福利，引导用户到店体验。活动期间累计发放超4300万购车券，真正实现将央视大屏曝光转化为终端消费流量，为品牌声量及市场销量助力。除福利发放之外，线下门店同步开启24小时不打烊活动，举办车主球迷观赛之夜，将展厅变成球迷客厅，构建沉浸式足球生活场景，实现品牌传播从赛事现场向用户生活持续延伸，让更多消费者共享赛事激情。携手顶级赛事IP的背后，是吉利银河不断向上的品牌势能。

五 | 吉利银河于2026年上半年累计销量超51.9万，正式跻身全球新能源品牌前三。从产品布局的不断完善到品牌价值的持续提升，吉利银河正在走一条稳健攀升的品牌建设之路。关注美加墨就看《豪门盛宴》，开新能源车就开吉利银河。从绿茵赛场到智能出行，从赛事激情到美好生活，吉利银河将持续深化品牌价值表达，不断探索品牌传播与用户价值共创的新路径，以中国智造实力迈向更广阔的全球舞台，与全球用户共同奔赴更加美好的出行未来。