With the successful holding of the 2022 Beijing Winter Olympics, the licensed products of the Winter Olympics represented by "Bingdundun" have become "top-tier".

Licensed products are on fire, how to ensure sufficient supply of licensed products?

How do the licensed products of the Winter Olympics become popular?

not just a commodity

　　“Olympic licensed commodities generally refer to the commodities related to the intellectual property rights of the Olympic Games and Paralympics that are produced and sold by the companies authorized by the Olympic Organizing Committee. When the first modern Olympic Games were held in 1896, the Greek government had licensed 12 ancient Olympic Games to raise funds. Stamps with Olympic history as the theme are the prototype of Olympic licensed commodities. Since the 1984 Los Angeles Olympic Games, the market participation has been increasing, and the influence and commercial value of related licensed commodities have also increased day by day.” IOC Culture and Olympics According to Hou Kun, a member of the Heritage Committee and an Olympic culture promoter, as of February 1, 2022, the Beijing Winter Olympics has developed more than 5,000 licensed commodities in 16 categories, and sold them in more than 190 licensed commodity retail stores across the country. The model of online sales of goods has also created a history.

　　Talking about the reasons for purchasing the licensed products of the Winter Olympics, Feng Qian, a consumer, told reporters that she wanted to buy one as a souvenir when she saw people around her posted on the "Moments".

She said: "In addition to the fact that you can't buy plush toys, there are also a wide variety of other licensed products. To experience this sense of participation in the atmosphere of the Winter Olympics is an important reason for everyone to snap up licensed products."

　　"I not only go to the online store to buy regularly every day, but also go to the relevant sites of the Winter Olympics sponsors PetroChina, Sinopec and other companies to ask when the goods will arrive, and learn about the purchase channels through relatives and friends." "Post-90s" Wang Haotian told reporters , The Winter Olympics licensed product is not only a commodity at present, but also has social attributes, which is a hot spot for everyone to discuss and share.

At the same time, both adults and children like its cute shape, and it has a special commemorative meaning in itself.

　　Why are the licensed products of the Winter Olympics so attractive to consumers?

Hou Kun believes that licensed products allow the Olympic spirit to better integrate into people's lives, allowing everyone to participate and contribute.

Licensed merchandise is a commemoration, and the revenue generated from it is also a contribution to the Olympic cause.

better meet needs

　　What is the situation of licensed merchandise operators?

Consumers line up outside the Beijing 2022 official licensed merchandise flagship store on Wangfujing Street in Beijing.

"Beijing Winter Olympics coincides with the Spring Festival, factories are on holiday and the demand for licensed products is hot, and there is a certain shortage of supply and demand. We are stepping up replenishment and do our best to give consumers a better experience." Franchise Winter Olympics Project Department Deputy General Manager Li Ying told reporters that since she joined the company in 2005, she has participated in the production and sales of licensed commodities for the two Olympic Games held in China.

　　In her opinion, the popularity of Winter Olympics licensed commodities such as "Bingdundun" is the result of the superposition of various factors.

"First, intellectual property protection escorts the licensed products of the Winter Olympics. Now, with strict market supervision and strong awareness of intellectual property rights among consumers, most people will consciously choose genuine products, and the scarcity and commemorative significance of licensed products are more prominent. Second, The quality of the licensed products themselves is excellent. From market analysis, styling design to operation planning and other links, the licensed products have accumulated a lot of experience, and the excellent quality has jointly contributed to the hot sales. Third, the media environment has changed. With the strength of short video dissemination It is getting bigger and bigger, and the influence of the Winter Olympics and the exposure of licensed products have been greatly improved." Li Ying said.

　　In fact, there is a strict time limit for the production and operation of licensed products. The deadline for signing the franchise agreement for this Winter Olympics is September 30, 2022, which also puts a lot of pressure on companies related to licensed products.

　　Li Ying said: "Before, we had to calculate costs, make overall arrangements, and balance licensing fees and R&D expenditures to avoid losses caused by oversupply. Now, we also have to think about how to better deal with product inventory after the license expires and the popularity fades. The problem. We are not going to be carried away by the heat of the moment, but thinking about the sustainable development of the Winter Olympics licensed merchandise and the entire licensed merchandise industry. Looking forward to the future, consumers will become the norm to buy high-quality licensed merchandise.”

　　At the Tmall Winter Olympics booth at the 2022 Beijing News Center, there was an endless stream of people who came to inquire about the licensed products of the Winter Olympics. From time to time, some people picked up samples on the table and took selfies.

　　"Products such as plush toys and figurines are already very popular. As soon as the licensed products related to 'Bing Dun Dun' are put on the shelves, they will be sold out in seconds. From February 1st to February 12th, the official flagship store of Tmall Olympic has accumulated nearly 100 million visitors, and the number of consumers entering the store every day for 3 consecutive days has increased by one million.

Among them, 86% of the ordered products are "BingdunDun" related products.

On the whole, the order volume of licensed products including ice and snow sports products and other more fields has also increased significantly.

It is understood that the Tmall store is authorized by the International Olympic Committee and will continue to operate after the closing of the Winter Olympics, selling licensed products related to the previous Olympic Games. The licensed products of the 2024 Paris Olympic Games will also be launched here in the future.

stimulate energy consumption

　　Hou Kun is full of confidence in the potential of the licensed commodity market, he said: "Each Olympic Games licensed commodities have their own characteristics and corresponding changes, and the sales of licensed commodities in the 2008 Beijing Olympic Games have shown the huge potential of the domestic licensed commodity market. The popularity of licensed merchandise for the Beijing Winter Olympics is not surprising."

　　Hou Kun believes that China's licensed products are becoming more and more mature from design and production to operation, the relevant market is getting bigger and bigger, and the attention is getting higher and higher.

It is believed that with the upsurge of licensed products in this Winter Olympics as an opportunity, licensed products related to China will be more and more recognized.

　　Wang Xueli, director of the Sports Industry Development Research Center of Tsinghua University, said that in recent years, the people's living standards have gradually improved, and the public is more able to consume for love.

However, due to the limited cycle of licensed products for large-scale events, it is inevitable that there will be a drop in popularity after the game.

"Essentially speaking, licensed commodities can be seen as the physical transformation of intangible assets accumulated over a long period of time in large-scale sports events, that is, using different types of commodities as media and channels to convert people's attention and love for large-scale sports events into economic income. In order to maintain and promote the development of large-scale sports events and the further improvement of social influence, we need to make good plans to make the popularity of licensed commodities more lasting." She said that further consideration should be given to including local events, urban culture, culture, tourism and culture. Franchise product management in innovation, film and television IP, etc., can better cultivate this market and stimulate more energy for the gradually formed consumer groups who buy licensed products.

　　"The Olympic licensed commodities are also an important link between the public and the Olympic Games, and play an important role in displaying China's image, promoting sportsmanship, promoting international exchanges, and promoting the participation of the whole people. All parties must consider how the industry can develop better and fully realize its due value." Wang Xueli said.

(Source of this article: Economic Daily Author: Qin Haojun)