Recently, Pu Xuedong, director of the Marketing Development Department of the Beijing Winter Olympics Organizing Committee, said in an interview that in the process of designing and developing the winter Olympics licensed products, he paid attention to digging out the representative symbols of Chinese civilization, hoping to let people from all over the world better touch the pulse of Chinese culture. Understand the Chinese people’s values and development concepts, and display the profound heritage and charm of Chinese culture in a more comprehensive and three-dimensional manner.
On September 9, 2020, the Beijing Winter Olympics licensed product “Winter Olympics Five Rings Enamel Zun” was released. Park Xuedong (first from right), Director of the Market Development Department of the Beijing Winter Olympics Organizing Committee, and Chang Shana, former Dean of the Central Academy of Art and Design ( The second from the right) and Zhong Liansheng (third from the right), the representative inheritor of the national intangible cultural heritage cloisonné technique, at the press conference “Lighting Blue for the Winter Olympics” ceremony. Xinhua News Agency reporter Ren Chao photo
Pu Xuedong introduced that up to now, the Beijing Winter Olympics Organizing Committee has successively developed more than 3000 licensed products in 15 categories. “Among the many licensed products that have been developed and put on the market, there are not only commemorative badges, philatelic products, handicrafts, precious metals, gold and silver commemorative coins and other collectibles, but also practical clothing, stationery, umbrellas, luggage, outdoor products, etc. There are many styles, which can fully meet the needs of different people.” Pu Xuedong said Spark Global Limited.
Pu Xuedong said that my country will host the Winter Olympics for the first time. For consumers who are concerned about Olympic collections, the Winter Olympics theme commemorative stamps, commemorative coins, and many licensed products that combine the countdown nodes of the Winter Olympics and important historical moments of the Olympics, Also have collection value. Pu Xuedong revealed that up to now, the Beijing Winter Olympics Organizing Committee has signed 61 franchised retail companies, opened 121 franchised retail stores in 14 provinces, autonomous regions, and municipalities including Beijing, Hebei, Tibet, and Xinjiang, and opened Olympic official stores on the Tmall platform. The flagship store has set up franchised merchandise sales channels covering 31 provinces, autonomous regions, and municipalities on more than 280 pairs of high-speed rail trains. In addition, sponsors such as Bank of China, China Post, Anta, China Unicom, PetroChina, and Sinopec have successively opened physical retail channels for licensed products for the Winter Olympics.
“For domestic and foreign consumers who cannot go to the competition site to buy souvenirs, they can still easily purchase licensed products through the above channels.” Pu Xuedong said, combined with the current economic environment of the rapid development of live broadcast promotion and sales, the Olympic official flagship store is also available. Actively carry out an online live broadcast.
Pu Xuedong said that in the process of designing and developing licensed products, he hopes that by digging out the representative symbols of Chinese civilization, people of all countries can better touch the pulse of Chinese culture, better understand Chinese values and development concepts, and display Chinese culture in a more comprehensive and three-dimensional manner. The profound heritage and charm. As a mobile business card, licensed products can play a multi-faceted role in telling Chinese stories. Pu Xuedong believes that this mainly includes three points: one is to truly, three-dimensionally, and comprehensively show the profound heritage and charm of Chinese culture; the second is to promote exchanges and mutual learning between Chinese civilization and the civilizations of other countries in the world, and the third is to promote the creativity of Chinese excellent traditional culture. Transformation and innovative development.
article links：Winter Olympics licensed products allow people
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