Why Are The World Expo Shanghai Licensed Products So Popular?

　　 After the large passenger flow of "queuing to see the World Expo" has become the normal state of the World Expo, the sales of World Expo special commemorative goods, mainly Haibao and passports, have also become the hot spot of the Shanghai World Expo. The reporter saw that in the Shanghai World Expo Park, more than half of the visitors had a Haibao or other licensed goods, and people holding four or five colorful "World Expo Passports" waiting to be stamped became an "absolute mainstream" of the World Expo.

If the reporter's perception is not accurate, the statistical data of the Shanghai World Expo Franchised Products Business Office will be more illustrative. According to the report of the World Expo Organizing Committee, up to now, the cumulative sales of World Expo licensed commodities have exceeded 20 billion yuan, exceeding the original sales target five months ahead of schedule, and setting a new record for the sales scale of licensed commodities for holding international large-scale exhibitions in China.

It is reported that more than 300 licensed manufacturers have been recruited to design and develop 24000 kinds of products, covering 29 categories of daily necessities, food, precious metal products, stamp collection products, diamond products, publications, etc., of which nearly 15000 kinds of products have been listed; Licensed products below 500 yuan account for 83%, and those above 5000 yuan account for 5%.

On the one hand, the hot sale of World Expo licensed products is driven by the strong popularity of the World Expo, but on the other hand, it is related to the rich products of this World Expo and the strong support of many sales outlets.

To be sure, in the franchise souvenir retail store in the Expo Park, the reporter saw no less than ten designs of Haibao plush toys. Dancing Haibao, electric Haibao, recording Haibao, speakers Haibao and other forms are different, with a variety of styles and models, and prices ranging from more than 10 yuan to more than 100 yuan, giving consumers a variety of choices. In addition to Haibao plush toys, there are numerous items, from small playing cards, refrigerator stickers, sun hats, coasters, to precious metal commemorative coins and exquisite ceramic handicrafts. The reporter noticed that some pen bags, mirrors and change wallets decorated with traditional Chinese disk buckles are much more expensive than tourist souvenirs in the City God Temple in Shanghai, but there are not a few people willing to pay for them.

The reporter believes that the design of the licensed goods for this World Expo will be unforgettable only if it ingeniously combines artistry and practicality. Probably many people will remember that most of the licensed goods that became inventory after the Olympic Games were simply printed with the Olympic logo or words, lacking in design gold content. They were the same as ordinary goods in shape and function, but the price had doubled, which made consumers discouraged.

According to the analysis of some people, this World Expo was inspired by the mascot of the Aichi World Expo in Japan, who successfully developed various licensed products of "Forest Grandpa and Forest Kid", which was a great success.

For licensed production enterprises, the "experience of preparing for the World Expo" has improved a lot. A textile and clothing enterprise authorized to produce World Expo licensed products told reporters that licensed products have their own characteristics. Retail products cannot be discounted for promotion, and licensed manufacturers cannot sell online without authorization. This was explained to the enterprise by the franchise office before signing the contract. In 2008, the licensed products of the enterprise, which also obtained the Olympic franchise production authorization, had some inventory and piracy problems. Of course, this is related to the short time of only 18 days for the Olympic Games, so that enterprises do not have enough time to digest. However, in this World Expo, enterprises have learned the lessons of the Olympic Games, and are more aware of controlling the overall inventory according to the market situation, and try to achieve "quick response, quick listing, and small batch production".

The reporter learned that the franchising enterprises at this World Expo all launch different flagship products every month, and each product has a clear classification and clear positioning. In short, there should be both goals and systems, which should be done well in advance, and then be implemented forcefully.

In addition to the strategy of diversified commodity design and development and small batch production, the Expo will also consider more comprehensively the layout of retail outlets of licensed commodities. It is reported that at present, there are 6400 franchised product sales outlets in 32 provinces, cities and autonomous regions across the country, including 35 flagship stores and group purchase centers. In the near future, overseas franchised stores will be opened in Osaka Airport, Japan. In Shanghai, the host city of the World Expo, a variety of large-scale licensed commodity flagship stores are set up in the bustling business circle, dozens of licensed commodity sales points are densely distributed in the Expo Park according to the venues, and small licensed commodity convenience stores are arranged in Shanghai communities. They can be bought at the first thought, and are extremely convenient and in place.

However, those visitors who spent a whole day only asking for "passport stamp" did not even have time to look at the venue. The value of such a World Expo commemoration needs people to think deeply. The obvious classic theory of collection is that the larger the total amount of products, the smaller the appreciation potential.