On February 7th, Su Yiming, a 17-year-old teenager who likes to mention the silver medal in snowboard slope obstacle skills, happily held the golden limited edition Bingdundun and said that he wanted to win more Bingdundun through hard work.

During the post-match interview, the first thing he did was to take out Bing Dundun from his bag to "show off".

　　Bing Dun Dun, the mascot of the Beijing Winter Olympics, "is hard to find a pier", and has frequently appeared on the hot search, becoming a new "top stream".

During the Spring Festival, Beijing residents lined up outside the retail store of licensed merchandise for the Winter Olympics.

In some stores, Bingdundun plush toys were snapped up as soon as they were put on the shelves.

More netizens are squatting on the official flagship store of Olympic Tmall, waiting for pre-sale and purchase restrictions.

At 16:00 on February 7th, Bingdundun figures and keychains will be online again. Each ID is limited to 2 pieces and will be shipped within 30 days after payment.

　　Regarding the problem of "one pier is hard to find", the Beijing Winter Olympics Organizing Committee stated that it is stepping up coordination and increasing the supply.

However, according to the actual situation of the three manufacturers in Bingdundun, due to the limited manpower during the Spring Festival holiday, the full-scale construction will not start until after the eighth day of the Lunar New Year.

　　With the continuous announcement of the Winter Olympics awards, the surrounding areas of the Olympic Games are heating up rapidly.

In the official flagship store of Olympic Tmall, in addition to the pre-sold Bing Dun Dun figure and key chain, all products are currently sold out, including the commemorative silver plate of 9980 yuan.

Benefiting from this, the Winter Olympics cultural and creative concept stocks strengthened. Yuanlongyatu, one of the manufacturers of Bingdundun, opened the daily limit on February 7.

Among the 29 licensed manufacturers of the Winter Olympics and the listed companies of 58 licensed retailers, Wentou Holdings has a daily limit, and Wangfujing and Anta Sports have all seen their share prices rise.

Hot Winter Olympics Surroundings

　　It is reported that the Beijing Winter Olympics Organizing Committee has developed more than 5,000 licensed products, covering 16 categories such as badges, keychains and other non-metal products, precious metal products, clothing, apparel and accessories, plush and toys of various materials.

These various licensed commodities will be sold at least until the end of June this year, covering more than 190 licensed commodity retail stores in 19 provinces and cities offline.

　　Commemorative badges are the "big ones" that are most likely to be out of stock.

These square-inch metal badges belong to different series, such as the central axis countdown series badges, which combine the Beijing central axis application site with the Beijing Winter Olympics countdown process; Chinese traditional festival badges, with unique customs, food and The folk tales are drawn as the main line of creation, which is very popular among foreigners.

　　The history of Olympic badges can be traced back to Athens. At first, it was just a round card used to distinguish the identity of the contestants, and gradually evolved into a badge that conveys blessings to each other.

Since the 1988 Winter Olympics, the exchange of Olympic medals has become a traditional event in the host cities of each Olympic Games.

In my country, the 2008 Beijing Olympic Games cultivated a group of "Zhangyou", and the badge culture also had an impact on the subsequent large-scale exhibitions and events such as the Shanghai World Expo.

As these badges are sold out, they further enhance their collectible properties.

　　Compared with the badge, the mascot surrounding is obviously more sought after by the whole people.

On the occasion of the opening of the Winter Olympics, a Japanese reporter showed off six "Bingdundun" badges he purchased and wore during the live broadcast, which became popular on the Internet.

In addition to collecting related accessories, this crazy fan also prepared support clothes.

However, because the 58-yuan keychain and the 88-yuan figure are too difficult to buy, many netizens are asking for a high price around Bingdundun, and their prices in second-hand channels have doubled.

Olympic economy

　　The ability to carry goods for the Olympic Games should not be underestimated, and licensed commodities with collectible value are even more sought-after.

　　As the first host of the Summer Olympics, the Sydney Olympic Games in 2000 earned US$213 million from the licensed merchandise business of the three mascots, and the Athens Olympic Games in 2004 earned about US$900 million from the licensed merchandise business. A year before the Olympic Games, the sales of licensed merchandise had reached the expected target ($700 million), and the final figure was as high as 21.36 billion yuan.

　　Although the influence of the Winter Olympics is weaker than that of the Summer Olympics, the sales of licensed merchandise have steadily increased in recent years.

The sales of licensed merchandise for the 2014 Sochi Winter Olympics reached US$500 million, and the sales of licensed souvenirs for the 2018 PyeongChang Winter Olympics also met expectations, helping to break even the current event.

The licensed products of the Beijing Winter Olympics were released in early 2018, and the half-year sales revenue has exceeded 100 million yuan.

　　Since this Winter Olympics will be held from February 4th to 20th, which overlaps with the Spring Festival holiday, the festive atmosphere has also played a role in promoting the surrounding sales.

Shanxi Securities predicts that the revenue of this year's licensed commodities represented by Bingdundun will exceed 2.5 billion yuan.

　　Selling peripherals is not only one of the sources of income for the Olympic Games, but also a window to display the cultural image and national spirit of the country.

At the 2012 London Olympics, the "London 2012 Olympic Stamp Commemorative Collection" was very popular as soon as it was released. It consisted of 30 London Olympic commemorative stamps issued by the British Royal Mail and 29 commemorative 50p sterling coins issued by the British Royal Mint. etc. composition.

In the surrounding areas of the Tokyo Olympics, the white cast-iron kettle modeled on Mount Fuji, the lacquerware with a smooth and bright surface, and the traditional Japanese red and blue fur cloth, all have local cultural characteristics.

　　In addition to licensed merchandise, other officially authorized Olympic peripherals are also increasingly popular.

As a popular culture in South Korea, e-sports also participated in the 2018 PyeongChang Winter Olympics. For example, the official website of "League of Legends" (LOL) sold 8 Winter Olympic-themed skins for a limited time. Samsung, Leica, and Omega also all Special edition products are launched during this period.

Last May, a set of Olympic "UNO" board game decks with the official "Tokyo 2020" logo was hot on Amazon.

According to the data given by the selection tool Jungle Scout, from March 1 to July 25, 2021, the sales of Olympic flags, swimming caps, and Olympic-themed cookies all increased to varying degrees.