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Pilot stores for Olympic products to start
By Lei Lei (China Daily)
Updated: 2004-08-04 00:04
The pilot stage of the Licensed Products Programme of the Beijing Organizing
Committee for the Games of the XXIX Olympiad will be launched Thursday with
the opening of 10 retail stores in Beijing.
The programme will be another milestone in the development of the Games after
Lenovo joined as a partner along with four other corporations, including
Volkswagen Group China, the Bank of China, China Mobile and China Network
Communications.
In order to protect intellectual property, licensed products will be only
sold in licensed stores with unified decorations and retail certification.
The first group of 10 retail stores are located in Wangfujing Gongmei
Mansion, Zhongyou Department Store, Beijing Capital International Airport
Airstop Building, City and Rural Trade Centre, Wangfujing Department Store,
Beijing Modern Plaza, the Summer Palace and Guiyou Mansion.
"Every licensed product will be marked by a fake-proof label, which will use
advanced and recognizable anti-fake technology,''Yuan Bin, vice-director of
BOCOG marketing department, said.
A part of the income of the sale of these products will come in the form of
royalties to the funds for the Games.
The first batch of licensed products will include T-shirts, caps, pens and
bags, mainly showcasing the Games emblem,combining the concepts of a "Green
Olympics, People's Olympics and Hi-tech Olympics.''
" The licensed products programme includes the design, manufacture and
circulation of products, a one-year pilot stage, which will seek advice and
suggestions for adjusting and improving the programme, Yuan added.
As an important part of the Beijing marketing plan, the licensed products
programme will continue to promote Olympic ideals and images with the appeal of
Chinese culture, helping shape a unique image for the Beijing 2008 brand.
All the licensed products must be designed and produced according to
standards set by the BOCOG and Chinese Olympic Committee, which stipulates clear
guidelines for the use of the emblem and other marks of the Games.
Yuan estimates the income from the licensing programme will reach US$70
million.
"We hope more outstanding licensees will join us to contribute their efforts
to the success of the Games," said Yuan.
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