In order to promote the first anniversary promotion of the Beijing Winter Olympics and the cultural heritage of the Double Olympics, the Chinese Olympic Committee and the International Olympic Committee conducted repeated communications and negotiations, and finally formed this cooperation plan focusing on the historical intellectual property rights of the Beijing Winter Olympics.
On December 28, the Beijing 2022 Bingdundun Year of the Rabbit Special Edition series authorized product launch conference was held at the National Stadium Bird's Nest. The Bingdundun Year of the Rabbit special edition series of authorized products released this time include four categories: badges, plush toys, keychains, and creative ornaments.
On the afternoon of December 28, the reporter came to Beijing Wangfujing Gongmei Building to investigate the sales situation of Bingdundun Year of the Rabbit special edition series of products. Walking into the sales area, the reporter was attracted by the festive "New Year flavor" conveyed by Bingdundun's special edition series of products for the Year of the Rabbit. In order to welcome the upcoming Year of the Rabbit, Bingdundun also launched a "top-notch dress-up". Wearing an Olympic five-color helmet, a multi-colored auspicious cloud armor, and a pair of rabbit ears pointing up to the sky, he is charming and naive... The tall Bingdundun Year of the Rabbit special edition series dolls in the sales area attracted many consumers to "check in" as a souvenir.
"'Rabbit Dundun' is the nickname consumers have for Bingdundun's Year of the Rabbit special edition product." According to on-site sales staff, during the Beijing 2022 Winter Olympics, Bingdundun, with its honest and lovely image and rich cultural connotation, quickly became a shining business card for Chinese culture to the world, conquering consumers of different cultures, national boundaries and ages, and it was once "hard to find". Today is the launch day of ‘Rabbit Dundun’, and many consumers came early to have a look at ‘Rabbit Dundun’. "
Selection, invoicing, payment, delivery... Consumer Mr. Wang told reporters: "Only children make choices. I want all of such cute 'Rabbit Dundun'. "It's hard to find a piece of cake" at the beginning of the year is still fresh in my mind. This time I started early and got the "Rabbit Dundun" as soon as possible." According to Mr. Wang, in order to buy the "Rabbit Dundun", he took leave today and came from his work in Liudaokou, Haidian. Not only did he want to buy the "Rabbit Dundun", but he also helped two "best friends" purchase it on his behalf.
Reporters learned at the sales site of the Bingdundun Year of the Rabbit special edition series of products in the Gongmei Building that with the end of the Beijing 2022 Winter Olympics, the intellectual property rights formed during the bidding, preparation and hosting of the Beijing Winter Olympics, including Bingdundun, Olympic emblems, flags, slogans, etc., will be used after December 31, 2022. Become the Olympic historical intellectual property under the name of the International Olympic Committee. In order to help promote the first anniversary of the Beijing Winter Olympics and inherit the culture of the Double Olympics, the Chinese Olympic Committee and the International Olympic Committee conducted repeated communications and negotiations, and finally formed this cooperation plan focusing on the historical intellectual property rights of the Beijing Winter Olympics, realizing the "reuse" of Olympic historical intellectual property in China, allowing "Bingdundun" to return to the public eye again with a brand-new image, and achieve a gorgeous transformation of "top-class costumes".
Lin Cunzhen, the designer and professor of “Rabbit Dundun”, told reporters about the birth of “Rabbit Dundun”. “The Beijing 2022 Winter Olympics will be held during the Spring Festival, and the twelve zodiac animals happen to be an important cultural theme during the Spring Festival. In 2022, Bingdundun incorporated the traditional "tiger" image elements and derived "Hudundun". Next year is the Year of the Rabbit in the lunar calendar. The Bingdundun special edition series of products uses the classic rabbit image in traditional Beijing folk customs - 'Rabbit Ye ' as a creative source. The clothing and rabbit ears and other elements with the distinctive characteristics of 'Rabbit Master' are combined with 'Bingdundun' to form the image of 'Rabbit Dundun'. Among the people, "Rabbit Lord" is a traditional folk toy in old Beijing. It is deeply loved by the public and is the most auspicious representative image in the Year of the Rabbit. In traditional folk customs, people's "sending Lord Rabbit" and "inviting Lord Rabbit" mean safety, health and everything goes well. "Lin Cunzhen said that "Rabbit Dundun" embodies the best wishes of happiness and health in traditional Chinese auspicious culture.
According to Lin Cunzhen, during the Winter Olympics, Bing Dundun successfully "stepped out of the circle" and became the "top fashion" at the time, making China's independently designed IP popular around the world for the first time. At the same time, in the face of such a large demand, production and logistics efficiency have been tempered, which has a demonstration effect for China's IP design and cultural and creative industries.
In the past two years, "national trend culture" has become the "top fashion" pursued by the younger generation of consumers. Industry insiders pointed out that Bingdundun's continued "popularity" confirms the importance of systematic thinking in "national trend design". The connotation of "national trend culture" cannot be reflected by stacking traditional cultural elements such as auspicious clouds, paper-cutting, printing, blue and white porcelain . In the future, designers of IP, mascots, and toy figures will need to embody the charm of "national trend design" through dynamic "lifelike colors", so that the designed products can truly create more emotional connections with the public.
"The launch of the new 'Rabbit Dundun' series not only celebrates the first anniversary of the Beijing 2022 Winter Olympics, but also conveys New Year's blessings for the upcoming Year of the Rabbit." A staff member of Wangfujing Gongmei Building said that on the first day of the launch of the "Rabbit Dundun" product, plush toys and badges received the most attention from consumers. After New Year's Day, products will continue to arrive, and consumers can continue to pay attention to the relevant sales information of Gongmei Building.
text | photo by our reporter Jia Taowen
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