Despite the time difference between China and Europe, Chinese online businesses were abuzz about Italy`s tight defense against Spain in the early hours of Monday morning in the Euro 2012 championship as die-hard football fans stayed up late for the match.
周一凌晨，2012年欧洲杯拉开帷幕。尽管中国与欧洲存在时差，但因为许多铁杆球迷都在熬夜观战。在首场比赛中，意大利队对西班牙队采取了密集防守的战术，而许多网络商家这时也在热议这场“恶战”。

"The results might determine which national flag we should keep more of in stock," said Xie Hui, an online vendor on Taobao.com, a popular customer-to-customer site in China.
淘宝卖家谢辉（音译）说：“比赛结果很可能就决定着我们应该增加哪个国家国旗的库存。”

As fans all over the world celebrate the championship in a great global party, e-commerce retailers are embracing the football spirit, doing a roaring trade in colorful national flags, kits and trophies.
全世界球迷都沉浸庆祝欧洲杯的狂欢派对中。电子商务零售商们也充分利用这种“足球精神”，出售各色国旗、球衣以及奖杯，生意做得如火如荼。

Xie`s online store is an array of tournament merchandise, ranging from classy to kitschy, and from cheap to cheekily expensive.
谢辉的网店经营着大量的比赛商品，从高档品到低劣品，有的很廉价，有的则贵得令人咋舌。

The mantra, according to Xie, is: if you cannot get to a Euro 2012 game in person, you can now get a flavor of the world`s top competition via my website.
谢辉表示，我们做生意的口号就是：“如果你不能亲临2012欧洲杯比赛现场，在我们的店里，你可以马上感受到这项全球顶级赛事的氛围。

"Anything with a number 7 on it is selling like hot cakes," he said referring to the shirt worn by Portuguese star Cristiano Ronaldo.
他提到一件葡萄牙球星克里斯蒂亚诺•罗纳尔多所穿的球衣表示：“凡是带有数字7的商品都会大卖特卖。”

"Every time we replenish the stock, the next morning we`re sold out by 11 am," he said.
“每次只要我们一进货，第二天上午11点前就会销售一空。”

The term "European Cup" was firmly on Taobao`s list of "hot topics" by Monday, with the search term showing up more than 54,000 times.
到本周一为止，“欧洲杯”一直是淘宝上的热门搜索词之一，该词的搜索量达到5.4万次之多。

Sales of football kits across the Web have rocketed, as avid fans tend to wear the same jerseys as their favorite teams.
铁杆球迷们都想身穿自己喜爱球队的球衣，因此网上的足球队服销售额也激增。

Kits for the Spanish team have been the biggest seller, with more than 5,000 being sold in the past month, according to Taobao. Sales of German, Italian, French and Portuguese kits all topped 3,000.
淘宝上，西班牙队的球衣成为最畅销的产品，过去一个月卖出5000多件。而德国、意大利、法国以及葡萄牙各队球衣的销售数量也都达到3000件之多。

It would seem that the beer culture which developed during the 2010 World Cup is set to get even bigger, said football fan Zou Tianliang.
球迷邹天亮（音译）表示，似乎人们要把2010年世界杯期间形成的啤酒文化继续发扬光大。

Zou is enamored with the beverage and plans to shop online. His enthusiasm stems from an affection for the drink and a desire to get discounted goods online, he said.
邹天亮是无酒不欢的人，所以他打算去网购。他表示自己之所以这样热衷网购，除了因为自己喜欢喝酒这点之外，同时也希望在网上买到打折商品。

Pinlive, a beer and snacks retailer on Tmall.com, China`s biggest business-to-consumer website, saw its beer sales surge as the event drew near.
Pinlive是一家在天猫（原淘宝商城）上出售啤酒和零食的网店。赛事临近时，该店的啤酒销量激增。

It started a promotion for the tournament two weeks ago by selling beer at discounts of 20 to 30 percent, said Robin Yue, who is responsible for operating Pinlive`s online store.
据Pinlive网店的负责人罗宾•岳表示，两周前，Pinlive开展了欧洲杯大促销活动，所有出售的啤酒都打出了7-8折的优惠价。

He said that Pinlive`s beer sales over the past two weeks were up to five times the normal level.
他表示，Pinlive过去两周的啤酒销量是平时的五倍。

"Beer is an indispensable part of the soccer culture. I might go to the pub for the final," Zou said.
邹天亮说：“啤酒是足球文化不可缺少的一部分。我可能会去酒吧看总决赛。”

Foosball, also known as table football, until recently a rarity in China, has grown in popularity among online buyers, including the many bars across the country.
而不久前还是稀有商品的桌上足球，现在已经越来越受到广大“网购一族”的青睐，其中也包括很多国内酒吧。

Over 20,000 foosball sets were sold on Taobao in May. An online merchant from Guangdong province sold more than 300 sets, priced between 105 and 118 yuan.
五月份淘宝共售出2万套桌上足球。一家来自广东的网络商户共售出300多套桌上足球，价格从105元到118元不等。

Foosball has become a game-changer for many bars.
桌上足球也为许多酒吧扭转了经营局面。

"Customer flow has jumped by five times, and most were immediately attracted to the gadgets," said Zhang Na, sales manager of O`Malley`s Irish Pub in Shanghai.
上海欧玛莉爱尔兰餐厅销售经理张娜（音译）表示：“餐厅客流量增加了五倍，他们大部分人都很快迷上了桌上足球。”