CCTV News (Focus Interview): Who is the "top stream" of the Beijing Winter Olympics? That must be the "ice pier" that went abroad for fire. Although the flame of the Beijing Winter Olympics has just been extinguished and the curtain of the Winter Paralympic Games has not yet been opened, the mascot "Ice Pier" and "Snow Rongrong" have not been idle for a moment. Whether online or offline, these two cute little guys are really called power circle fans. In particular, the "ice pier", during the Winter Olympics, was loved by athletes and journalists from all over the world. Because everyone's enthusiasm for it is too high, and even once there was a phenomenon of "one pier is difficult to find". In fact, the Winter Olympics not only brought fire to the "ice piers" and "snow melting", but also detonated the cultural and creative industry of the Winter Olympics.
After the launch of cultural and creative products such as "ice pier" and "snow rongrong", it was not only sought after by the public, but also athletes from all over the world expressed their love.
According to statistics, the Beijing Winter Olympics and Winter Paralympic Games have launched more than 5,000 kinds of cultural and creative products in 16 categories, including badges, plush toys, keychains, etc. Although the Beijing Winter Olympics have ended, the well-designed and exquisitely made Winter Olympic mascot "Ice Pier" and other cultural and creative products are still highly sought after by Chinese and foreign people, and many goods are sold out as soon as they are on the shelves. "Ice pier" or "a pier is difficult to find".
Park Xuedong, director of the Market Development Department of the Beijing Winter Olympics Organizing Committee, said: "The ice pier has sold 90,000 in the first two years, and 85,000 are prepared after the start of the games, adding up to 175,000, which has been sold out, and the total number of replenishments has reached 125,000." ”
At a warehouse in Shunyi, Beijing, a licensed manufacturer of the Winter Olympics, workers are still busy loading and shipping goods even though it is Saturday.
Sun Zhen, chairman of a licensed production enterprise for the Beijing Winter Olympics, said: "In fact, our company has prepared hundreds of millions of yuan of goods before, and before the first day of the first year, the goods were piled up in the warehouse, in fact, we are very worried." ”
At first, hundreds of millions of yuan of inventory put chairman Sun Zhen under a lot of pressure, but what he did not expect was that soon his pressure changed from not selling well to being seriously out of stock.
Sun Zhen said: "Since the afternoon of the third day of the first year, it has been very hot, suddenly broke out, hundreds of millions of yuan of inventory in the third, fourth and fifth days of the first year, workers are going home for the New Year, this explosive point during the Spring Festival, the pressure on our production is very large." ”
Because there are only three licensed enterprises in the country that produce this kind of plush "ice pier", coupled with the limited output of ice shells, it is still difficult to meet the huge demand of the market. However, this situation is improving, and a winter Olympic licensed commodity production enterprise in Jiangsu has now increased its daily mass production from hundreds during the Spring Festival to 2,000.
In order to solve the problem of "one pier is difficult to find" as soon as possible, the Beijing Winter Olympic Organizing Committee has urgently authorized enterprises to launch several versions of "ice piers" that are easy to mass-produce.
Park Xuedong, director of the Market Development Department of the Beijing Winter Olympics Organizing Committee, said: "We urgently launched the new Spring Model 'Ice Pier', some people joked that it was called 'Tiger Pier', and by the end of the Winter Olympics on February 20, 290,000 pieces had been sold. ”
In addition, President Park Xuedong also stressed that according to the regulations of the International Olympic Committee, it is not the Winter Olympic Games and the Winter Paralympic Games that are over, but the sales of licensed goods will end immediately.
Park Xuedong said: "Sales will continue until the end of June this year, and there will be a period of clearance from the end of June to the end of September, so in this process, everyone still has the opportunity to buy." ”
So, why are the cultural and creative products of the Winter Olympics represented by "ice piers" and "snow rongrong" so hot?
Sun Zhen said: "The design is cute, there is an ice crystal shell, plus it is a national treasure of China, so this IP culture has been sought after, coupled with the national concern about the hot spot of the Winter Olympics, it is also 300 million people on the ice and snow, the whole people are paying attention, so it suddenly broke out in the country." ”
Japanese TELEVISION reporter Yoshido Tsujioka was even called "Yoshidun" by netizens because he loved the "ice pier".
"Ice pier" and "snow melting" are deeply loved by the public, and it is inseparable from excellent design, which is the soul of cultural and creative products. Giving the soul of the "ice pier" is the design team led by Cao Xue and Liu Pingyun of the Guangzhou Academy of Fine Arts. They believe that the "ice pier" should not only have a high appearance, but also have a temperature and can impress people's hearts.
It is precisely because of this that the "ice pier" stands out from 5816 candidate works from all over the world and becomes the mascot of the Beijing Winter Olympics. Its success also marks the improvement of the strength of China's cultural and creative industry.
Nie Ying, associate professor of the Department of Environmental Art design at the Academy of Fine Arts of Tsinghua University, said: "Cultural and creative products represent a kind of soft power, soft power must be based on hard power, and what soft power can do for hard power is to open a friendlier and better road for the development of hard power, so this 'ice pier' fire, I think it is likely to be the beginning of China's cultural creation and China's soft power, and we will see more of this phenomenon in the future." ”
When the "ice pier" and "snow rongrong" were officially recognized as the mascots of the Beijing Winter Olympics and the Winter Paralympic Games, 28 authorized licensed production enterprises in China began to design and produce more abundant peripheral cultural and creative products. Chairman Sun Zhen's company is one of the 28. They have obtained more than 600 products in three categories. Enterprises cherish this opportunity, and repeatedly polish every link of design and production to come up with perfect products. For example, based on the standard version of the "ice pier", they developed 7 different color derivative products to become the "blind box handmade" that sold well.
In addition, the designers have also designed a large number of products that reflect the Winter Olympics and sports competitions. For example, the "Countdown to the Winter Olympics" commemorative badge is a heavy cultural and creative product that must be found in every Winter Olympics. This time, the task fell to design director Zhang Xiaotong. To this end, she needed to design nine badges for the countdown of 1,000 days, 800 days, 500 days, etc., which took more than 4 years.
Among the many cultural and creative products, in addition to the conventional themes of mascots, winter Olympics, and sports competitions, many foreigners have said that the beauty of China's unique culture is the most attractive place for them. This is also one of the highlights of the cultural and creative products of the Beijing Winter Olympic and Paralympic Winter Games.
The December Order is a set of commemorative badges that embody the classical beauty of China, and the 12 badges correspond to 12 months, which is also designed for 12 months. Each one selects the most representative festivals and folk events of the month, and is accompanied by an ancient poem, which is really amazing.
Excellent design gives the product a soul, and sophisticated production is the guarantee of quality. They gave the task to a third-party factory based in Dongguan. Many products, such as countdown and December order, are produced here. Although the badge is small, each one has to go through more than ten processes such as modeling, pressing, polishing, coloring, etc., of which polishing and polishing is an important part of determining the texture of the badge.
While Zhou Guohua and his company are busy, other authorized companies are also showing their abilities. Fujian Dehua is the world's ceramic capital, with thousands of years of porcelain making technology. Now they are applying this ancient skill to the cultural and creative products of the Winter Olympic and Paralympic Games. The warm and jade "Wenjun Bottle" is the most special, among the more than 5,000 Beijing Winter Olympics licensed goods, it is the only product that has been selected as an official gift of the International Paralympic Committee.
The Beijing Winter Olympics Organizing Committee has launched not only more than 5,000 kinds of physical cultural and creative products, but also many cultural products such as animated films, feature films, sitcoms, children's musicals and so on. To show the charm of Chinese culture to the world, reflecting the Olympic spirit and culture.
Although the total sales of licensed goods for the Beijing Winter Olympics and The Winter Paralympic Games cannot be counted until the end of the sales period in September, from the current warm feedback from all parties, there is no doubt that Beijing Winter Olympic Cultural Creation has achieved great success. Behind this achievement is the efforts and efforts of countless people. How to protect these creative achievements and safeguard the legitimate rights and interests of all parties has also become a key consideration of relevant departments.
Park Xuedong said: "In 2008, our country formulated the olympic symbol protection regulations, in the process of preparing for the 2022 Winter Olympic Games, updated the Olympic symbol protection regulations, at the same time, the government law enforcement departments and market supervision departments also increased supervision, so that consumers can buy genuine Winter Olympic licensed goods with peace of mind and confidence." ”
For ordinary consumers, the purchase of genuine products can not only ensure their own interests, but also the greatest protection of intellectual property rights. In order to facilitate everyone's identification, there is a significant identification mark on each genuine product.
At present, the world is still shrouded by the epidemic, economic recovery is facing many difficulties, the successful holding of the Beijing Winter Olympic Games has injected more hope and strength into the world, and the cultural and creative products of the Winter Olympics and Winter Paralympic Games represented by "ice piers" and "snow rongrong" have brought people a lot of happiness and warmth, leaving a good memory.
The Olympic Games are both a sports event and a cultural event, and all the Olympic Games have a "main track" that shows the history, culture, customs and customs of the host country, and cultural and creative products are the main scoring items. When the national treasure panda puts on an ice and snow coat and transforms into a cute and fashionable "ice pier", it represents not only a Winter Olympic event with a Chinese flavor, but also a vibrant and friendly China. When various cultural and creative products follow the guests home, they also spread the Chinese culture of dunhou, benevolence, warmth and affinity to all over the world. I hope that we can have more excellent cultural and creative products like "Ice Pier" to carry out the journey of spreading Chinese culture one after another and circle fans for China's cultural strength.