On the occasion of the 500-day countdown, the Beijing Organising Committee for the 2022 Olympic and Paralympic Winter Games (Beijing Organising Committee) held a franchised product livestream themed "My Winter Olympics, 500-day Countdown". Taobao anchor Viya; Yang Yang, China’s first-ever Winter Olympic gold medalist; Han Xiaopeng, winner of China's first gold medal in a snow event in Winter Olympics; and Zhang Hong, China's first gold winner in a speed skating event in Winter Olympics, livedstreamed franchised products of the Winter Olympics.
At the beginning of the livestream, the anchor and the Winter Olympics champions introduced the Exhibition Center for Olympic and Paralympic Winter Games Beijing 2022, and displayed a number of representative Winter Olympic franchised products.
Han Xiaopeng is currently the head of the national snow event team of the Chinese delegation. In an interview with The Beijing News, Han said that livestreaming sales of franchised products was a very novel form. "I understand that part of the proceeds of the Winter Olympics franchise program is used in the preparation for the Winter Olympics. Buying franchised products is equivalent to supporting the Beijing Winter Olympics. So it’s meaningful for me to participate in today's livestream."
"Livestream is very popular in the context of the times." Yang Yang, currently chairman of the Athletes’ Commission of the Beijing Organising Committee, said that Internet livestreaming is a new industry and it's necessary for the Winter Olympics to choose the most popular way to spread the Olympic spirit and allow everyone get in touch with the Winter Olympics.
Zhang Hong participated in two Winter Olympics -- in 2014 and 2018. In 2014, she won the first Olympic gold medal in speed skating for China. "I have never announced my retirement. I just want to participate in Beijing 2022 as an athlete. But my knee injury is very serious and I cannot continue normal training. I am especially looking forward to participating in Beijing 2022 as a member of the IOC Athletes’ Commission. I hope that Beijing can present the world a wonderful and extraordinary Olympic event.” About the franchised product livesteaming, she added: “We take different ways to make everyone feel the atmosphere of the Winter Olympics every day."
According to the Market Development Department of the Beijing Organising Committee, the Beijing Winter Olympics franchise program was officially launched on July 31, 2018. As of September 2020, 28 franchise production companies and 56 franchise retail companies joined the program. More than 2,300 franchised products in 15 categories were developed, and 125 franchise outlets were open in 14 provinces, municipalities and autonomous regions including Beijing, Hebei, Tianjin, Heilongjiang, Tibet, Yunnan and Guangdong as well as a flagship store on Tmall.
In October 2018, the first Saturday of each month was designated as the "Beijing Winter Olympics Franchised Product New Arrival Day" to launch new franchised products regularly. On July 31, 2020, livestreaming was launched on the official online store.
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