It is expected to lead the Olympic mascot economy to a new height——
Bing Dun Dun's strength became popular in the Winter Olympics
Common sense of our reporter
Right now, the Beijing Winter Olympics are coming to an end, but the popularity of the Winter Olympics mascot Bing Dundun has not been affected in the slightest.
The reporter saw in the relevant e-commerce platforms and the Olympic licensed commodity retail stores in the closed loop of the Winter Olympics, Bing Dun Dun is highly sought after.
Unabated heat
After the opening ceremony of the Beijing Winter Olympics on February 4, Bing Dun Dun became unavailable overnight.
Now, more than 10 days have passed, and the reporter found that the popularity of Bingdundun is still unabated.
"We only have a small amount of refrigerator magnets here that can guarantee the supply, and one person is limited to purchasing one." On the afternoon of February 14, when the reporter came to the licensed commodity sales outlet downstairs of the hotel where he lived in the closed loop of the Winter Olympics, the service staff told reporters .
The reporter took the shuttle bus to the official licensed merchandise retail store in the main media center, and saw a long queue at the door.
Different from the previous days, the queue was automatically divided into two groups: one was waiting in line to buy Bing Dun Dun figures and dolls, and the other was buying other licensed products.
The reporter randomly asked Wang Yu, a consumer who was waiting to buy a figure. He said that Bingdundun's dolls and figures were too popular.
He passed by here a few days ago, and happened to meet a batch of Bingdundun dolls just made up in the store, and finally bought one.
"I hope to buy another figure today."
The reporter then lined up behind the queue to buy other licensed products and entered the store, only to see a few refrigerator magnets and badges left on the container, while clothing and schoolbags were quite abundant.
The salesperson told reporters that the store opens at 10 am every day, and Bingdundun's figures and plush toys sell best, and they will be quickly sold out once they are in stock.
"Get out of the circle" quickly
Bing Dun Dun's "out of the circle" is not accidental. The design of this mascot is really unique and people can't put it down.
In the past few days, while the competition was underway, guests from all over the world expressed their love for Bing Dun Dun.
Christoph Duby, Director of the Olympic Department of the International Olympic Committee, said: "Bing Dun Dun is a very lively, playful, funny, witty mascot, and full of positive energy, and must become one of my collections." Czech Figure Skating Athlete Natalie Taschlerova said in her vlog that she almost cried when she saw the commemorative gift Bing Dundun for the first time.
The strength of Bing Dun Dun's fans is evident.
In fact, as early as September 17, 2019, the day when the mascot of the Beijing Winter Olympics was released, the image of Bing Dun Dun officially met with the public. It also has a cute English name called "Bing Dwen Dwen".
From head to toe, Bing Dun Dun has far-reaching implications and full of details.
First of all, it is China's national treasure giant panda. It is friendly, cute, and cuddly, and is deeply loved by people from all over the world.
In fact, it is not the first time that the panda has been used as the mascot of the Games in my country. At the Beijing Asian Games in 1990, the mascot panda Panpan was well-known and well-known.
As for Bing Dun Dun in this Winter Olympics, the design team used 3D technology to anthropomorphize the panda, making it look more cute and cute, and at the same time embodying the concept of harmonious coexistence between man and nature.
Secondly, the name of Bing Dun Dun is also quite original: ice, which is the theme of this Winter Olympics, symbolizes purity and strength.
Dun, which means honest, healthy, lively and lovely, not only fits the overall image of the panda, but also symbolizes the strong body, strong will and inspiring Olympic spirit of the athletes in the Winter Olympics.
Let's take a look at the details of Bing Dun Dun: it is wearing a "battle armor" - a set of ice crystal shells rich in super energy, which reflects the characteristics of winter ice and snow sports and modern technology.
The shape of the head shell is taken from the ice and snow sports helmet, decorated with a colorful halo, which is inspired by the "Ice Ribbon", the national speed skating hall of the Beijing Winter Olympics. The flowing bright color lines symbolize the ice and snow sports track and 5G high-speed Technology; the heart-shaped pattern in the palm of the left hand represents the warm welcome of the host country to friends from all over the world.
The overall image resembles an astronaut, implying creating extraordinary and exploring the future, embodying the pursuit of excellence, leading the times, and infinite possibilities for the future.
Since the birth of "Schuse", the mascot of the Grenoble Winter Olympics in France in 1968, the mascot has become one of the indispensable members of each Olympic Games. The mascot has established an affable, inclusive and interoperable way. A bridge of friendship between peoples.
There is no doubt that Bing Dundun, the mascot of the Beijing Winter Olympics, has achieved this perfectly.
supply to keep up
In response to the phenomenon that "one pier is hard to find", on February 13, Zhao Weidong, a spokesman for the Beijing Winter Olympics Organizing Committee, said that the market supply to Bing pier is currently being increased to meet everyone's needs as much as possible.
The relevant person in charge of the Beijing Winter Olympics Organizing Committee said that the new batch of Bingdundun plush toys will give priority to meeting the needs of athletes, referees, coaches and other people in the closed loop, ensuring that they can buy Bingdundun before returning to China.
As the supply gradually expands, it will meet the purchasing needs of a wider range of consumers.
"The sale of Bingdundun will continue until the end of June this year. Please believe that there will be Bingdundun!" Zhao Weidong said.
Feng Jun, deputy secretary-general of the Sports Management Professional Committee of the Chinese Society of Management Science, believes that the digital economy has played an irreplaceable and important role in the reason why Bing Dun Dun can quickly become popular and "out of the circle" in a short period of time.
The in-depth application of 5G communication technology and the vigorous development of short video and new media platforms have enabled the vast number of followers of the Beijing Winter Olympics, especially the young people who are sticky users of the mobile Internet, to easily participate in BingdunDun at a very low cost. This cultural image was shared, reproduced and even created twice, which ultimately contributed to the continuous expansion of Bing Dun Dun's communication influence.
In fact, the Olympic mascot economy is essentially a cultural economy.
The popularity of Bing Dun Dun makes its traditional Chinese cultural values such as honesty and fraternity attract the attention of people all over the world, thus forming an important channel and carrier for condensing Chinese cultural confidence, establishing Chinese cultural image, and optimizing Chinese cultural narrative.
Feng Jun said that the Olympic mascot economy has become an important form of the commercial operation of the modern Olympic Games.
According to relevant estimates, the economic value of Fuwa, the mascot of the 2008 Beijing Olympics, is about 2.5 billion yuan, and the comprehensive economic value of Wenlock, the mascot of the 2012 London Olympics, is 1 billion pounds.
Bing Dundun, the mascot of the Beijing 2022 Winter Olympics, continues to gain popularity, which is expected to lead the Olympic mascot economy to a new height.