Over 400 people attended an order-placing meeting in Beijing on Wednesday to
promote the licensed products of the Beijing Olympic Games.
The Beijing Olympic Licensing Program is a major component of the Games'
marketing plan, with an aim to promote Olympic ideals and the Games' brand image
and provide an opportunity for the Chinese enterprises to participate in the
program and for the general public to be involved in the Games.
The Beijing Organizing Committee for the Games of the XXIX Olympiad (BOCOG)
launched the licensing program in November 2005 after a 15-month trial
implementation. So far 59 enterprises have been signed up as producers plus 73
retail businesses. Up to 600 stores in major cities across the country sell the
Olympic licensed products
At the moment over 4,000 varieties of products are on the market. The
order-placing meeting ahead of the traditional Chinese Spring Festival was seen
helpful for both sellers and consumers.
