Make a note of "mascots" in a context of

The Olympic Mascot of the enormous business opportunities for everyone to see, with the help of Olympic mascot for marketing, and do not necessarily have to expense to become the official partner of the Olympic Games, a lot can be hit too close to the very beautiful.

Since November 11 Olympic Organizing Committee announces the 2008 Beijing Olympic Games mascot "mascots" just 10 more days, almost all appear throughout the buying situation, mascots have become the present the most famous one of the the nouns.

"Mascots" by fish, the Panda, the Olympic flame, Tibetan antelope, jingyan as creative's five image composition, their names are "baby," "Crystal," "Huanhuan Yingying," "," "NI-NI," and even up to read that "Beijing welcomes you" euphony. This is the Olympics the largest number ever mascot of a session, but according to experts, the mascots of the market value is expected to exceed 300 million (RMB 25 million).

However, these mascot sales income after all belongs only to the Organizing Committee, for many enterprises, how can this mascot business dinner in a share?

Excuse me mascot marketing

For those who did not sign the Olympic Games official partner of the enterprises, and not in their own products using the Olympic Mascot of the graphic as a direct marketing tool. However, they can and hold some of the Organizing Committee for the State to develop or get part of the licensing agreement.

These experiences, Chinese enterprises can be organized from the Olympic Games where the learning of the State of enterprise it.

For example, in 1984, rich business savvy people in the United States held the 23rd Los Angeles Olympics, finally starting to dig in the mascot was the first pot of gold. Los Angeles Olympic Games in charge of the Olympic symbol youboluosi will and Los Angeles garment manufacturer mascot licensing, production with Olympic logo and mascot costumes, so they profit from nearly 10 million by the manufacturer.

Spain were outdone. At the 1992 Barcelona Olympic Games, the Government of Spain for the Olympic Games mascot "Bryant" (Cobi) provides a complete range of packaging, including specialized Ministry for its production of several TV series, comic strip and even make it to the Hollywood, its value is from the initial few dollars soared to thousands of dollars. From this beginning, start a business impact mascot out of simple events and mascot sales, marking its expansion into the media industry.

Mascots of the commercial chain

About Olympic Mascot of commercial development, it was the first thought may be the trademark registration, because of a well known fact is – Beijing Asian Games in 1990, the mascot "panpan" as a trademark of the group is by virtue of panpan panpan popularity, just four years time as Asia's largest steel doors and Windows manufacturers.

But this time they ask if it was also like that lend the light I'm afraid it arranged some difficulties, because according to the organizing committee responsible for Legal Affairs, Beijing Olympics mascots have most of the countries in the world and the area of patents, but also to the Bureau of industry and commerce, customs, etc are in close contact, in the event of a counterfeit mascots will immediately take measures.

However, in friendlies announced before a few enterprises were in children's clothes, cleaning products, food and other areas of the registered trademark, which arranged the nature you can follow along with the "blessed" friendlies. More interesting is that these companies are there previously mentioned panpan, group as early as three years ago registered trademark "Crystal".

Secondly, mascots related products manufacturing. The Olympic Organizing Committee developed including toys, clothing, luggage, stationery, precious metal badge, badges, etc. nearly 300 titles, ranging from consumer groups for children, the price of only $ 8 a mascot highlighter, high-end collectors, value of precious metals Commemorative Medal Shijiwanyuan, great market space.

But at the same time, since Olympic Mascot belongs to the core area of the Olympic Games, BOCOG on producing enterprise set a higher threshold of access, and requires a certain degree of competitiveness. To date, Zhejiang juneyao group win the mascots plastic toy production qualification, Zhejiang beifa Group acquired the mascots pen products production, Wenzhou shuguang printing Group acquired the right of the designated printer mascots, Zhejiang wensli then acquired the exclusive production of silk mascot. The size of the enterprise we know its admittance threshold.

Finally it is selling Olympic Mascot. The Olympic Mascot of sales management, the Organizing Committee for the adoption of a special programme: national 28 licensed products on the basis of the retail store, and then increase over 160 temporary point-of-sale locations nationwide, nearly 30 provinces, autonomous regions and municipalities, the provincial-level economic and other key consumer products. For these temporary point-of-sale, organizing Committee issued a provisional certificate of sales, and each authorized for a period of 3 months. Although the three-month time very short, but also provides more opportunity.

Based on past, representing the Olympic Mascot of income is generally about 10% of total revenue. The Beijing Olympic Games "mascots" has five mascots, Olympic mascots in China, and to 13 million population base, it is expected that revenues will account for the Olympics overall income of 15% or even higher!