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Pilot stores for Olympic products to start
By Lei Lei (China Daily)
Updated: 2004-08-04 00:04

The pilot stage of the Licensed Products Programme of the Beijing Organizing Committee for the Games of the XXIX Olympiad will be launched Thursday with the opening of 10 retail stores in Beijing.

The programme will be another milestone in the development of the Games after Lenovo joined as a partner along with four other corporations, including Volkswagen Group China, the Bank of China, China Mobile and China Network Communications.

In order to protect intellectual property, licensed products will be only sold in licensed stores with unified decorations and retail certification.

The first group of 10 retail stores are located in Wangfujing Gongmei Mansion, Zhongyou Department Store, Beijing Capital International Airport Airstop Building, City and Rural Trade Centre, Wangfujing Department Store, Beijing Modern Plaza, the Summer Palace and Guiyou Mansion.

"Every licensed product will be marked by a fake-proof label, which will use advanced and recognizable anti-fake technology,''Yuan Bin, vice-director of BOCOG marketing department, said.

A part of the income of the sale of these products will come in the form of royalties to the funds for the Games.

The first batch of licensed products will include T-shirts, caps, pens and bags, mainly showcasing the Games emblem,combining the concepts of a "Green Olympics, People's Olympics and Hi-tech Olympics.''

" The licensed products programme includes the design, manufacture and circulation of products, a one-year pilot stage, which will seek advice and suggestions for adjusting and improving the programme, Yuan added.

As an important part of the Beijing marketing plan, the licensed products programme will continue to promote Olympic ideals and images with the appeal of Chinese culture, helping shape a unique image for the Beijing 2008 brand.

All the licensed products must be designed and produced according to standards set by the BOCOG and Chinese Olympic Committee, which stipulates clear guidelines for the use of the emblem and other marks of the Games.

Yuan estimates the income from the licensing programme will reach US$70 million.

"We hope more outstanding licensees will join us to contribute their efforts to the success of the Games," said Yuan.

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