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Licensed product sales set for record
By Lei Lei (China Daily)
Updated: 2008-07-25 09:52

Revenue from the sale of Beijing Olympic licensed products exceeded $700 million by the end of last year - surpassing the earnings estimate made by the orginaizers during the bidding period - a senior marketing official said.

"The revenue from licensed products surpassed $700 million last year; and sales will hit a peak as the Games approaches," said Tang Yonghong, chief of the licensing division of the Beijing organizing committee.

Licensed retailers currently number 81, with 68 licensed manufacturers across the country selling and making more than 8,000 kinds of products.

Beijing has some 1,000 stores, with about 6,000 across the whole country.

The Beijing Olympic organizing committee also signed contracts with more than 10 national and regional Olympic committees, which report strong overseas sales.

A Beijing Olympics E-shop, www.2008eshop.cn, also went live from July 30, 2007.

The E-shop is available to people in more than 500 cities across the country and merchandise can be distributed to some 1,000 cities and regions.

Including all the categories of licensed products, the E-shop has already generated 30 million yuan ($4.4 million).

"The E-shop is the only legal channel for buying the licensed products online within the Chinese mainland," Tang said.

At the Athens Games in 2004, revenue from licensed products reached 700 million euros ($1.04 billion at current rates), a new record.

The Beijing organizers have expressed confidence in surpassing their Athens counterparts.

Licensed products will be available until March 2009.

(China Daily 07/25/2008 page4)