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冰墩墩和福娃有望同框!“顶流”相撞,你更爱谁?
来源:融媒体采编平台    作者:罗思田   日期: 2022-10-08
导读:按照特许经营协议,9月30日是北京2022年冬奥会和冬残奥会特许商品线下零售店营业的最后一天。天猫平台“奥林匹克官方旗舰店”将持续销售到今年12月31日。

还没有实现“一户一墩”?还想要一只冰墩墩?这次,我们真的要和“冰墩墩”“雪容融”说再见了。

 

按照特许经营协议,9月30日是北京2022年冬奥会和冬残奥会特许商品线下零售店营业的最后一天。天猫平台“奥林匹克官方旗舰店”将持续销售到今年12月31日。

2月20日,选手们在表演滑结束后与“冰墩墩”互动。当日,北京2022年冬奥会花样滑冰表演滑在首都体育馆举行。新华社记者 张玉薇 摄

 

On Sept 30, it was the last day for offline sales of Beijing 2022 official licensed products at merchandise retail stores, including the well-received mascots Bing Dwen Dwen and Shuey Rhon Rhon.

 

The products maintained their popularity after the Games, but according to the licensed merchandise operating agreement, sales had to come to an end.

3月13日晚,北京2022年冬残奥会闭幕式在北京国家体育场举行。这是闭幕式上的北京冬残奥会吉祥物“雪容融”。新华社记者 吴壮 摄
 

Currently, customers can still buy Beijing 2022 official products online until the end of this year. But from January 1, 2023, the mascot Bing Dwen Dwen will be under the protection of the Olympic intellectual property rights, according to the Beijing 2022 Organizing Committee (BOCOG).

 

“冰墩墩”“雪容融”到底有多火

 

北京冬奥会和冬残奥会期间,吉祥物“冰墩墩”“雪容融”凭借憨厚可爱的外表,带动起大众情绪和消费热情,线下旗舰店门口排起长龙,线上商品迅速售罄。曾经“一墩难求”的北京冬奥会纪念品成为一段难忘的回忆。

 

During Beijing 2022 Olympic and Paralympic Winter Games, people queued up for several hundred meters in front of the stores to purchase the mascots, which were not only appealing to athletes and sports fans, but also people all over the world.

 

受疫情等因素影响,在冬奥会开幕前约两年时间,仅以吉祥物毛绒玩具为例(当时“冰墩墩”和“雪容融”可共同包装销售),总共只卖出约9万对。而截至目前,“冰墩墩”毛绒玩具的总销售量已超过550万只。对于这种几何级数增长,北京冬奥组委市场开发部部长朴学东感慨说,特许商品的火爆程度是大家都没想到的。

2月13日,在北京金马工业园仓库,北京冬奥组委市场开发部部长朴学东在接受媒体记者采访时展示新春特别版“冰墩墩”毛绒玩具样品。新华社记者 陈钟昊 摄


"The hot sales were out of our expectation prior to the Games," said Piao Xuedong, head of BOCOG's Marketing Department. Representing a blend of winter sports and modern technology, Bing Dwen Dwen was designed to convey Chinese people's aspiration for the Winter Olympics.

 

About 90,000 pairs of Bing Dwen Dwen and Shuey Rhon Rhon were sold in the previous two years before the opening of Beijing Winter Olympics, while as the Games kicked off, the mascot was almost sold out all over China, Piao recalled.

 

The phenomenal sales brought pressure to related manufacturers who tried their best to meet the demand. By now, the total sales volume of Bing Dwen Dwen toys alone has exceeded 5.5 million.

2月8日,工人在特许生产商的车间里包装“冰墩墩”。新华社发(许丛军 摄)

 

北京工美集团市场部部长、冬奥项目部副总经理李颖从2008年北京奥运会就开始从事特许经营工作,这几天,许多老顾客前来和李颖及其团队成员话别,大家一起回忆冬奥特许商品的收藏之旅。

 

许多顾客给李颖留下了深刻印象。前段时间,一位来自大连的顾客拎着皮箱,早早做好了购买攻略,很快就把中意的商品一网打尽。暑假期间,一位小朋友来店,那时正赶上6月30日“冰墩墩”产品停产的节点,很多记者来采访,问他“冰墩墩”停产了难不难过,小朋友却说:“不难过,因为已经来了好几次,‘冰墩墩’的各类产品我都有了。”

 

2月12日,在位于王府井大街的北京2022官方特许商品旗舰店外,选购或预购特许商品的顾客排成长队,只为抢购到自己心仪的商品。新华社记者 陈钟昊 摄

 

李颖说,随着零售店的闭店,他们团队不会解散,而是继续深耕文创,将冬奥经验传承下去。如今,工美集团已经成为杭州亚运会特许商品生产商和零售商,在李颖团队的办公室门外,已经摆满了明年杭州亚运会的特许商品。

 

Li Ying, head of the marketing department at Beijing Gongmei Group, was engaged in the licensed products operation at Beijing 2008, when he was also deputy manager of the Group's Winter Olympics Department.

 

"Indeed, this is a special journey and an unforgettable memory for me," Li said. "Our team will carry forward the Olympic spirit and continue to provide producing and retailing services for the 19th Asian Games in Hangzhou."

2月13日,工人在检查从货车上卸下的“冰墩墩”毛绒玩具。当日,新一批2000只“冰墩墩”毛绒玩具抵达位于北京市顺义区的金马工业园仓库,迅速投放市场。新华社记者 陈钟昊 摄

 

根据国际奥委会网站公布的历届冬奥会赞助收入,目前北京冬奥会市场开发的可实现赞助收入已经创造历届冬奥会最高纪录。

 

What's more, according to the International Olympic Committee, the marketing of Beijing 2022 created the highest sponsorship income among all Winter Olympics to date.

 

“冰墩墩”和“福娃”或将联手亮相

 

2017年2月,北京冬奥组委正式启动冬奥会和冬残奥会市场开发计划,共开发了16大类5200余款特许产品,征集特许零售企业58家,开设特许商品零售店162家,在280余对高铁列车上设置覆盖31个省区市的特许商品销售渠道。为满足不同消费者需要,他们还以关键时间点为抓手,创新将每月第一个星期六定为冬奥“特许上新日”。

 

据北京冬奥组委市场开发部特许经营管理处副处长王铭介绍,从2023年1月1日起,“冰墩墩”元素将转为奥林匹克历史知识产权,北京冬奥组委也在积极与中国奥委会和国际奥委会对接,争取在全球特许经营计划框架内,继续开发相关特许商品。或许到明年,广大消费者还有可能看到“冰墩墩”和2008年北京奥运会吉祥物“福娃”在一起的特许商品。

 

BOCOG launched the marketing plan in February 2017, which covered sponsorship, licensed merchandise operation, ticketing and brand protection.

 

"It does not mean we are really going to say goodbye to Bing Dwen Dwen. A new souvenir may be released in the future with elements of both Bing Dwen Dwen and Fuwa, the five mascots of Beijing 2008 Olympic Games," said Wang Ming, an official with BOCOG's Marketing Department.

 

期待与“冰墩墩”“雪容融”的重逢!

让我们一起向未来!

 

来源:新华社





 
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