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還沒有實(shí)現(xiàn)“一戶一墩”？還想要一只冰墩墩？這次，我們真的要和“冰墩墩”“雪容融”說再見了。

按照特許經(jīng)營(yíng)協(xié)議，9月30日是北京2022年冬奧會(huì)和冬殘奧會(huì)特許商品線下零售店?duì)I業(yè)的最后一天。天貓平臺(tái)“奧林匹克官方旗艦店”將持續(xù)銷售到今年12月31日。

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.

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

北京冬奧會(huì)和冬殘奧會(huì)期間，吉祥物“冰墩墩”“雪容融”憑借憨厚可愛的外表，帶動(dòng)起大眾情緒和消費(fèi)熱情，線下旗艦店門口排起長(zhǎng)龍，線上商品迅速售罄。曾經(jīng)“一墩難求”的北京冬奧會(huì)紀(jì)念品成為一段難忘的回憶。

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.

受疫情等因素影響，在冬奧會(huì)開幕前約兩年時(shí)間，僅以吉祥物毛絨玩具為例（當(dāng)時(shí)“冰墩墩”和“雪容融”可共同包裝銷售），總共只賣出約9萬對(duì)。而截至目前，“冰墩墩”毛絨玩具的總銷售量已超過550萬只。對(duì)于這種幾何級(jí)數(shù)增長(zhǎng)，北京冬奧組委市場(chǎng)開發(fā)部部長(zhǎng)樸學(xué)東感慨說，特許商品的火爆程度是大家都沒想到的。

"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.

北京工美集團(tuán)市場(chǎng)部部長(zhǎng)、冬奧項(xiàng)目部副總經(jīng)理李穎從2008年北京奧運(yùn)會(huì)就開始從事特許經(jīng)營(yíng)工作，這幾天，許多老顧客前來和李穎及其團(tuán)隊(duì)成員話別，大家一起回憶冬奧特許商品的收藏之旅。

許多顧客給李穎留下了深刻印象。前段時(shí)間，一位來自大連的顧客拎著皮箱，早早做好了購(gòu)買攻略，很快就把中意的商品一網(wǎng)打盡。暑假期間，一位小朋友來店，那時(shí)正趕上6月30日“冰墩墩”產(chǎn)品停產(chǎn)的節(jié)點(diǎn)，很多記者來采訪，問他“冰墩墩”停產(chǎn)了難不難過，小朋友卻說：“不難過，因?yàn)橐呀?jīng)來了好幾次，‘冰墩墩’的各類產(chǎn)品我都有了。”

李穎說，隨著零售店的閉店，他們團(tuán)隊(duì)不會(huì)解散，而是繼續(xù)深耕文創(chuàng)，將冬奧經(jīng)驗(yàn)傳承下去。如今，工美集團(tuán)已經(jīng)成為杭州亞運(yùn)會(huì)特許商品生產(chǎn)商和零售商，在李穎團(tuán)隊(duì)的辦公室門外，已經(jīng)擺滿了明年杭州亞運(yùn)會(huì)的特許商品。

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."

根據(jù)國(guó)際奧委會(huì)網(wǎng)站公布的歷屆冬奧會(huì)贊助收入，目前北京冬奧會(huì)市場(chǎng)開發(fā)的可實(shí)現(xiàn)贊助收入已經(jīng)創(chuàng)造歷屆冬奧會(huì)最高紀(jì)錄。

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?qū)⒙?lián)手亮相

2017年2月，北京冬奧組委正式啟動(dòng)冬奧會(huì)和冬殘奧會(huì)市場(chǎng)開發(fā)計(jì)劃，共開發(fā)了16大類5200余款特許產(chǎn)品，征集特許零售企業(yè)58家，開設(shè)特許商品零售店162家，在280余對(duì)高鐵列車上設(shè)置覆蓋31個(gè)省區(qū)市的特許商品銷售渠道。為滿足不同消費(fèi)者需要，他們還以關(guān)鍵時(shí)間點(diǎn)為抓手，創(chuàng)新將每月第一個(gè)星期六定為冬奧“特許上新日”。

據(jù)北京冬奧組委市場(chǎng)開發(fā)部特許經(jīng)營(yíng)管理處副處長(zhǎng)王銘介紹，從2023年1月1日起，“冰墩墩”元素將轉(zhuǎn)為奧林匹克歷史知識(shí)產(chǎn)權(quán)，北京冬奧組委也在積極與中國(guó)奧委會(huì)和國(guó)際奧委會(huì)對(duì)接，爭(zhēng)取在全球特許經(jīng)營(yíng)計(jì)劃框架內(nèi)，繼續(xù)開發(fā)相關(guān)特許商品?；蛟S到明年，廣大消費(fèi)者還有可能看到“冰墩墩”和2008年北京奧運(yùn)會(huì)吉祥物“福娃”在一起的特許商品。

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.

期待與“冰墩墩”“雪容融”的重逢！

讓我們一起向未來！

來源：新華社