With the opening of the Beijing 2022 Winter Olympics, the sales of licensed products for the Winter Olympics ushered in a peak.

"Too popular" and "I finally got it after waiting for a long time", consumers who rushed to buy online and quickly sighed.

　　The hot sale of licensed products stems from the distinctive features of the Beijing Winter Olympics.

　　First of all, this is due to the franchise strategy of the Beijing Winter Olympics Organizing Committee, which takes into account inheritance and innovation and multi-level implementation.

　　Franchising is part of the market development plan for the Beijing 2022 Winter Olympics and Paralympic Winter Games. Franchising companies make profits by producing and selling licensed products and pay a certain percentage of royalties to the Beijing Winter Olympics Organizing Committee. Every purchase of licensed merchandise provides financial support for the Winter Olympics.

　　The official franchise store is launched on Tmall + offline retail stores, the new sales model, the franchise trial operation plan that has been implemented ahead of schedule, and the establishment of a platform for SMEs to participate in and support the Winter Olympics... It is these new strategies that are different from the previous Winter Olympics. , so that the Beijing Winter Olympics Organizing Committee can draw on various strengths to expand the scale of commodity management and market development.

　　The multi-level franchising has also won good economic and social benefits.

By the end of 2021, the Beijing Winter Olympics Organizing Committee has signed 45 sponsoring companies, recruited 29 licensed production companies and 58 licensed retail companies, and has successively developed more than 5,000 licensed products in 16 categories; licensed products have been launched in 19 provinces, autonomous regions and municipalities. For retail stores, more than 280 pairs of high-speed rail trains have set up sales channels for licensed commodities covering 31 provinces, autonomous regions and municipalities.

　　Secondly, as a mobile business card, licensed products more vividly and three-dimensionally reflect the combination of the profound connotation of Chinese culture and the cultural and creative industries, which in turn produces a strong attraction and appeal.

　　The designers of the licensed merchandise for the Beijing Winter Olympics allow people from all over the world to better experience the charm of Chinese culture and touch the pulse of Chinese culture through in-depth exploration and display of traditional cultural elements.

For example, the Beijing Winter Olympics Huibao series products, the Winter Olympics ice and snow porcelain statues, the Winter Olympics five-ring enamel statues and other licensed products embodying intangible cultural heritage skills, condensing a long history and culture, containing profound Olympic connotations, and refreshing consumers.

In the design and research and development of more than 5,000 licensed products in 16 categories, the concept of promoting Chinese culture has been carried out throughout, highlighting the theme of ice and snow, and highlighting Chinese characteristics, so that consumers at home and abroad will not put it down. Promote the development of cultural and creative industries.

　　At the same time, by retaining the memory of the Winter Olympics and promoting the inheritance of Olympic culture, licensed products also help to promote exchanges and mutual learning between Chinese civilization and civilizations of other countries in the world.

　　As Coubertin, the father of the modern Olympics, said, "The Olympics is not a competition, but a cultural exchange and integration that originates from the heart".

As a bridge of culture, the licensed products of the Beijing Winter Olympics not only embody the characteristics of traditional Chinese culture and the "city of double Olympics" through exquisite design and colorful forms, but also promote the inheritance of the Olympic spirit and culture, and promote the construction of human beings. Contribute to a community of shared destiny.

(Source of this article: Economic Daily Author: Xu Da)