What are the contents of Olympic logo licensed products?
Cai Junwu, researcher at the Scientific 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 marketed directly by the International Olympic Committee. The two sides have not yet contacted what measures the International Olympic Committee will take in this regard during the Beijing Olympics. Here we only take the international licensing agreement reached between the International Olympic Committee and the 2004 Athens Olympic Games Organizing Committee as an example. This type of license*** has the following three items:
1. Sports electronic game license. However, this licensed product will only use the Athens Olympic Games logo and the name of "Officially Licensed Products/Commodities of the 28th Olympic Games".
2. Personal care product license. These products include: antiperspirants and deodorants; moisturizers and emollients; hand cosmetics; foot cosmetics; massage oils; shampoos and personal cleansers; and all fragrances. The above-mentioned licensed products may bear the IOC mark. In addition to marketing the above-mentioned products, licensed product vendors can also provide related services, including providing a massage center to athletes, media and technical officials during the Olympic Games. The organizing committee shall do its best to provide necessary space at the venue.
3. Olympic Store License. The International Olympic Committee has signed an agreement with Nuance, agreeing that it will open Olympic stores at airports and urban stores in cities hosting 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 cannot use the unique five-ring logo of the International Olympic Committee, but can only use the Olympic Games logo and mascots. In the past, marketing was limited to the country hosting the Olympic Games. During the preparations for the 2000 Sydney Olympics, the International Olympic Committee and the Sydney Organizing Committee decided to introduce such products to the world market and sell them in more than 100 countries. Product marketing revenue reaches US$1 billion. The organizing committee can earn an income of US$50-60 million. As for the specific details, they are still unknown. It is estimated that this method will still be used during the Beijing Olympics.
As for the categories of licensed products for the 2008 Beijing Olympics, 20 industries were listed in the bid report: petroleum, petrochemicals, textile and light industry, telecommunications, civil aviation, railways, shipping, banking, insurance, postal services , securities, energy (hydropower), machinery, electronics, transportation, construction, building materials, food, metallurgy, medicine and health, etc. Its scope is very broad. However, whether there are any changes in the specific implementation and the specific varieties of each type of product must be further studied and determined by the organizing committee and submitted to the International Olympic Games for approval before it can be announced and implemented.
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The threshold for Olympic franchising is not low (Legal Roundtable)
Franchising companies do not mean small businesses
Wang Xiaopeng Licensing Program of the Chinese Olympic Committee Market Development Committee is one of the main methods of international Olympic market development. The main difference between sponsorship and franchising is: the sponsorship plan focuses on the combination of Olympic culture and corporate image. By supporting the Olympic movement, a public welfare act, the company expresses to the public its "healthy, progressive, united and fair competition" that complements the Olympic spirit. and other corporate culture. The franchise plan focuses on using the Olympic logo to give special connotations to corporate products, promote product sales, and increase brand awareness and reputation. It should be said that these are two publicity methods at different levels and angles, which also lead to obvious differences in the rights and interests enjoyed by sponsoring companies and licensed companies: that is, sponsoring companies can only use the commercial emblem of the Chinese Olympic Committee in advertising and publicity. It is not allowed to be used on products and packaging; and licensed companies can only use the Chinese Olympic Committee commercial emblem on products and packaging, and are not allowed to use it in advertising.
Some people think that the companies participating in sponsorship are all large companies, which have gone beyond the promotion of the product itself to the promotion of corporate image; while the franchise companies are relatively small companies, still stuck in promotion. The initial stages of the product.
This view is not accurate, at least it is not suitable for the current actual situation in China. Because under the current economic situation, companies often choose the focus of their own publicity based on their short-term strategies. Some focus on products, some focus on corporate culture, and some are willing to go hand in hand. Taking the cooperative enterprises of the Chinese Olympic Committee from 2001 to 2004 as an example, Shenzhen Good Family Company is a very excellent sporting goods company. Because the company's recent strategy is to strengthen the brand concept through product sales, it strives to make its treadmills and fitness cycling machines , massage chairs and other fitness equipment have become licensed products with the Chinese Olympic Committee logo; Nongfu Spring is one of the important partners of the Chinese Olympic Committee and has been quite successful in corporate image promotion, but at the same time she also strongly requests to join the franchise plan , to help product sales.
Since it is still a brand-new attempt, since the implementation of the concession plan in 2001, the Chinese Olympic Committee has worked hard to continuously explore and improve the operating rules of the concession plan in practice. Fortunately, through recent inspections of the Salt Lake City Winter Olympics and the US Olympic Committee's market development work, we found that the Chinese Olympic Committee's franchise operation in the past year is not only consistent with relatively mature international experience in terms of overall thinking, They are consistent and coincident in many specific ways (such as the extraction ratio of royalties, the collaboration between concessionaires and sponsoring companies, etc.). Of course, due to differences in international and domestic market environments and enterprise development levels, the gap between us and the international market exists objectively. For example, the Salt Lake City Winter Olympics Organizing Committee's in-depth segmentation of licensed product categories is a practice worth learning from. For example, the Chinese Olympic Committee has only one licensed company for its casual clothing products, but in order to encourage the licensed companies to develop more and better products so that the organizing committee can ultimately maximize profits, the Salt Lake City Winter Olympics Organizing Committee Casual clothing will be subdivided into several small categories: collared T-shirts, crew-neck shirts, children's casual clothing, casual shorts, socks, sweaters, jackets, etc., which will be awarded to different franchised companies.
What are the contents of Olympic logo licensed products?
Cai Junwu, researcher at the Scientific 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 marketed directly by the International Olympic Committee. The two sides have not yet contacted what measures the International Olympic Committee will take in this regard during the Beijing Olympics. Here we only take the international licensing agreement reached between the International Olympic Committee and the 2004 Athens Olympic Games Organizing Committee as an example. This type of license*** has the following three items:
1. Sports electronic game license. However, this licensed product will only use the Athens Olympic Games logo and the name of "Officially Licensed Products/Commodities of the 28th Olympic Games".
2. Personal care product license. These products include: antiperspirants and deodorants; moisturizers and emollients; hand cosmetics; foot cosmetics; massage oils; shampoos and personal cleansers; and all fragrances. The above-mentioned licensed products may bear the IOC mark. In addition to marketing the above-mentioned products, licensed product vendors can also provide related services, including providing a massage center to athletes, media and technical officials during the Olympic Games. The organizing committee shall do its best to provide necessary space at the venue.
3. Olympic Store License. The International Olympic Committee has signed an agreement with Nuance, agreeing that it will open Olympic stores at airports and urban stores in cities hosting 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 cannot use the unique five-ring logo of the International Olympic Committee, but can only use the Olympic Games logo and mascots. In the past, marketing was limited to the country hosting the Olympic Games. During the preparations for the 2000 Sydney Olympics, the International Olympic Committee and the Sydney Organizing Committee decided to introduce such products to the world market and sell them in more than 100 countries. Product marketing revenue reaches US$1 billion. The organizing committee can earn an income of US$50-60 million. As for the specific details, they are still unknown. It is estimated that this method will still be used during the Beijing Olympics.
As for the categories of licensed products for the 2008 Beijing Olympics, 20 industries were listed in the bid report: petroleum, petrochemicals, textile and light industry, telecommunications, civil aviation, railways, shipping, banking, insurance, postal services , securities, energy (hydropower), machinery, electronics, transportation, construction, building materials, food, metallurgy, medicine and health, etc. Its scope is very broad. However, whether there are any changes in the specific implementation and the specific varieties of each type of product must be further studied and determined by the organizing committee and submitted to the International Olympic Games for approval before it can be announced and implemented.
There is a difference between traditional franchising and Olympic franchising
Pei Liang, Franchise Committee of China Chain Store and Franchise Association
Franchising includes intellectual property rights such as patents and commercial forests. A business method in which intangible assets including intangible assets are transferred from the franchisor to the franchisee for a fee, and the system is expanded by absorbing independent enterprises to join. At present, the main franchising methods of franchising include: general franchising, entrusted franchising, development franchising, compound franchising, commodity trademark franchising, and business model franchising.
Olympic-related franchise rights refer to the use of Olympic commercial emblems to promote certain types of products in enterprises, such as titles, logos, mascots, etc. Franchising is the main means of Olympic market development. If classified according to the franchise grant, it belongs to the general franchise type; according to the franchise content, it belongs to the commodity trademark franchise type. However, the Olympic franchise model is different from traditional franchises. In traditional franchises, whether they are single franchises, regional franchises, agency franchises or secondary franchises, franchisees purchase not only the right to sell goods and trademarks, but also the right to sell goods and trademarks. It is the management right of the entire model. Olympic franchises do not allow companies to directly associate themselves with the Olympic movement through the use of the Olympic logo. This is the biggest difference between traditional franchises and Olympic franchises.
Although Olympic franchises cannot be directly linked to the Olympic movement, compared with Olympic partners, the threshold is lower and entry is easier. This also provides development opportunities for many enterprises. Olympic franchise companies can use Olympic emblems, mascots and other Olympic logos on their many categories of products, such as badges, souvenirs, accessories, toys, clothing, etc. This is another new selling point for franchise companies.
Franchising work will begin at the end of this year or early next year
Staff of the Beijing Organizing Committee for the 29th Olympic Games
Pei Pei, Director of the Market Development Department of the International Olympic Committee Mr. En came to Beijing not long ago and discussed with us the market development work of the organizing committee. A preliminary timetable for market development has been agreed upon, and the organizing committee's market development plan 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 Olympics. After the organizing committee logo and mascot are officially launched, the franchising work will begin in the country with the consent of the International Olympic Committee.