Cai, a researcher at the Research Institute of the State Sports General Administration.
Olympic logo licensed products are divided into two levels. The first level is the global Olympic logo licensed products directly marketed by the IOC. At present, the two sides have not been exposed to what measures the IOC will take in this regard during the Beijing Olympic Games. Here, the international licensing agreement reached between the International Olympic Committee and the Organizing Committee of the 2004 Athens Olympic Games is taken as an example to illustrate. This license has the following three items:
1. Sports video game license. However, the licensed products will only use the logo of the Athens Olympic Games and the name of "products/commodities officially licensed by the 28th Olympic Games".
2. Personal care product license. These products include: antiperspirant and deodorant; Moisturizers and emollients; Hand care cosmetics; Foot care cosmetics; Massage oil; Shampoo and personal detergent; All perfumes. The above licensed products can be marked by the International Olympic Committee. In addition to marketing the above products, licensed product suppliers can also provide related services, including providing massage centers for athletes, media and technical officials during the Olympic Games. The organizing committee shall do its best to provide necessary space in the venue.
3. Olympic store license. The International Olympic Committee has signed an agreement with Nuance to open Olympic stores in airports and city stores in the host city of the Olympic Games to sell global Olympic logo products.
The second level is the Olympic logo products directly marketed by the Olympic Organizing Committee. These products are mainly souvenirs, and none of them can use the unique five-ring logo of the International Olympic Committee, only the Olympic logo and mascot can be used. In the past, marketing was limited to the host country of the Olympic Games. During the preparation for the 2000 Sydney Olympic Games, the IOC and the Sydney Olympic Organizing Committee decided to push these products to the world market and sell them in more than 65,438+000 countries. The product marketing amount is as high as $654.38+0 billion. The organizing Committee can earn 50-60 million dollars from it. As for the specific details, it is still unknown. It is estimated that this method will still be adopted during the Beijing Olympic Games.
Regarding the categories of licensed products for the 2008 Beijing Olympic Games, the bidding report lists 20 industries: petroleum, petrochemical, textile, telecommunications, civil aviation, railway, shipping, banking, insurance, postal services, securities, energy (hydropower), machinery, electronics, transportation, construction, building materials, food, metallurgy, medicine and health. It has a wide range. However, whether there are any changes in the specific implementation and the specific varieties of each product will be further studied and determined by the organizing Committee, and will be promulgated and implemented after being approved by the International Olympic Games.
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Olympic franchise threshold is not low (legal round table)
Franchise enterprises do not mean small enterprises.
The licensing plan of Wang Xiaopeng, the Market Development Committee of the Chinese Olympic Committee, is one of the main ways to develop the international Olympic market. The main difference between sponsorship and franchising is that the sponsorship plan focuses on the combination of Olympic culture and corporate image. By supporting the Olympic movement, a public welfare act, the enterprise has expressed to the public the corporate culture of "health, progress, unity and fair competition" that complements the Olympic spirit. The franchise plan focuses on promoting product sales and improving brand awareness and reputation by using the special connotation given by the Olympic symbol. It should be said that this is two different levels and different angles of publicity, which also leads to obvious differences in the enjoyment of rights and interests between sponsors and franchisees: that is, sponsors can only use the commercial emblem of the Chinese Olympic Committee in advertising, but not on products and their packaging; Franchise enterprises can only use the commercial emblem of the Chinese Olympic Committee on products and packaging, and cannot use it in advertisements.
Some people think that the enterprises participating in sponsorship are all large enterprises, which have gone beyond the promotion of products themselves and reached the promotion of corporate image; Franchise enterprises are relatively small enterprises, and they are still in the primary stage of promoting products. This view is not exact, at least not suitable for the actual situation in China. Because in the current economic situation, enterprises often choose the focus of their own publicity according to their recent strategies, some focus on products, some focus on corporate culture, and some are willing to go hand in hand. Take the Chinese Olympic Committee cooperative enterprise 200 1-2004 as an example. Shenzhen Good Family Company is an excellent sporting goods enterprise. Because the company's recent strategy is to strengthen the brand concept through product sales, and strive to make its fitness equipment such as treadmills, riding machines and massage chairs become licensed products of the Chinese Olympic Committee. Nongfu Spring is one of the important partners of the Chinese Olympic Committee, and it has been very successful in promoting corporate image. At the same time, she also strongly urged to join the franchise plan to help product sales.
Because it is still a brand-new attempt, since the implementation of the 200 1 franchise plan, the Chinese Olympic Committee has been trying to explore and improve the operating rules of the franchise plan in practice. Fortunately, through the recent investigation of the market development of the Salt Lake City Winter Olympics and the US Olympic Committee, we found that the franchise of the Chinese Olympic Committee in the past year not only coincides with the relatively mature international experience in overall thinking, but also coincides with many specific ways (such as the proportion of royalties, the cooperation between franchisees and sponsors, etc.). Of course, the gap between us and the world exists objectively due to the differences in international and domestic market environment and enterprise development level. For example, the organizing committee of Salt Lake City Winter Olympics deeply subdivided the categories of licensed goods, which is worth learning. For example, there is only one franchise enterprise for leisure clothing products of the Chinese Olympic Committee, but in order to encourage franchise enterprises to develop more and better products, the Salt Lake Winter Olympics Organizing Committee divides leisure clothing into several categories: T-shirts, T-shirts, children's leisure clothes, casual shorts, socks, sweaters, jackets and so on.
What are the licensed products of the Olympic symbol?
Cai, a researcher at the Research Institute of the State Sports General Administration.
Olympic logo licensed products are divided into two levels. The first level is the global Olympic logo licensed products directly marketed by the IOC. At present, the two sides have not been exposed to what measures the IOC will take in this regard during the Beijing Olympic Games. Here, the international licensing agreement reached between the International Olympic Committee and the Organizing Committee of the 2004 Athens Olympic Games is taken as an example to illustrate. This license has the following three items:
1. Sports video game license. However, the licensed products will only use the logo of the Athens Olympic Games and the name of "products/commodities officially licensed by the 28th Olympic Games".
2. Personal care product license. These products include: antiperspirant and deodorant; Moisturizers and emollients; Hand care cosmetics; Foot care cosmetics; Massage oil; Shampoo and personal detergent; All perfumes. The above licensed products can be marked by the International Olympic Committee. In addition to marketing the above products, licensed product suppliers can also provide related services, including providing massage centers for athletes, media and technical officials during the Olympic Games. The organizing committee shall do its best to provide necessary space in the venue.
3. Olympic store license. The International Olympic Committee has signed an agreement with Nuance to open Olympic stores in airports and city stores in the host city of the Olympic Games to sell global Olympic logo products.
The second level is the Olympic logo products directly marketed by the Olympic Organizing Committee. These products are mainly souvenirs, and none of them can use the unique five-ring logo of the International Olympic Committee, only the Olympic logo and mascot can be used. In the past, marketing was limited to the host country of the Olympic Games. During the preparation for the 2000 Sydney Olympic Games, the IOC and the Sydney Olympic Organizing Committee decided to push these products to the world market and sell them in more than 65,438+000 countries. The product marketing amount is as high as $654.38+0 billion. The organizing Committee can earn 50-60 million dollars from it. As for the specific details, it is still unknown. It is estimated that this method will still be adopted during the Beijing Olympic Games.
Regarding the categories of licensed products for the 2008 Beijing Olympic Games, the bidding report lists 20 industries: petroleum, petrochemical, textile, telecommunications, civil aviation, railway, shipping, banking, insurance, postal services, securities, energy (hydropower), machinery, electronics, transportation, construction, building materials, food, metallurgy, medicine and health. It has a wide range. However, whether there are any changes in the specific implementation and the specific varieties of each product will be further studied and determined by the organizing Committee, and will be promulgated and implemented after being approved by the International Olympic Games.
There is a difference between traditional franchise and Olympic franchise.
Pei Liang, Franchise Committee of China Chain Store & Franchise Association
Franchising is a mode of operation that transfers intangible assets including patents, commercial forests and other intellectual property rights to franchisees for compensation, and expands the system by attracting independent enterprises to join. At present, the franchise modes of franchising mainly include general franchising, entrusted franchising, franchise development, compound franchising, commodity trademark franchising and business model franchising.
Olympic-related franchising refers to the use of certain products, such as names, signs and mascots, in enterprises to obtain the Olympic business emblem. Franchising is the main means of Olympic market development. According to the classification of franchising, it belongs to the general franchise type; According to the content of franchising, it belongs to the type of commodity trademark franchising. However, the Olympic franchise model is different from the traditional franchise. Traditional franchising, whether it is single franchising, regional franchising, agency franchising or secondary franchising, franchisees buy not only the right to sell goods and trademarks, but the right to operate the whole model. However, the Olympic franchise can't let enterprises directly connect with the Olympic movement by using the Olympic symbols, which is the biggest difference between the traditional franchise and the Olympic franchise.
Although the Olympic franchise cannot be directly related to the Olympic movement, compared with the Olympic partners, it has a lower threshold and is easier to enter. This also provides development opportunities for many enterprises. Olympic franchise enterprises can use the Olympic emblem, mascot and other Olympic symbols on badges, souvenirs, ornaments, toys, clothing and other products, which is a new selling point of franchise enterprises.
Franchising will start at the end of this year or early next year.
Staff of the Organizing Committee of the 29th Beijing Olympic Games
Mr Payne, director of the marketing department of the International Olympic Committee, recently came to Beijing to discuss with us the marketing work of the organizing committee. The timetable for market development has been preliminarily agreed, and the market development plan of the organizing Committee will be launched at the end of this year or early next year. Strive to complete the signing of the main sponsors of the organizing Committee before the Athens Olympic Games. After the logo and mascot of the Organizing Committee are officially put into use, with the approval of the International Olympic Committee, the franchise will be started in China.