Individuals who apply for Olympic franchise sales agents will have to wait until 2007.
According to previous Olympic Games, 70% to 80% of the sales of Olympic licensed goods were completed in the same year and the year before the Olympic Games. From 2004 to 2007, sales will generally be less than 30%. Because from 2007, a large number of franchised retail stores will open. As an individual merchant, it is undoubtedly the most intense and favorable stage of market competition to get involved from this time.
For the franchised retailers that individuals have the best chance to participate in in the future, the selection criteria are mainly qualification and financial status, retail plan of licensed goods, retail experience and marketing promotion ability, chain operation ability, logistics distribution ability and information network construction ability. The biggest advantage of retailers lies in the location of stores. To operate Olympic licensed goods, you have to pay royalties to the Olympic Organizing Committee to get the right to operate, while Olympic goods can only be sold in franchised stores or counters, which will provide good business opportunities for retailers.
Risk analysis
How high is the threshold for operating Olympic goods, and what is the return on investment?
BOCOG has considered many factors, such as the interests of all parties, market conditions, consumer affordability and so on, when formulating commodity prices in a unified way. It is necessary to raise funds for the preparation of the Olympic Games and leave some space for the participants of the licensed commodity plan. Because there are many kinds of Olympic commodities, including small stationery and jewelry, the sales volume and profit rate of various commodities are different, so the commission is different. But on average, the initial fee is about 10% of the sales price in the commodity market. OCOG will sign relevant contracts with franchisees, work out plans for operation or sales volume, and collect commissions accordingly. For the prediction of return on investment, the average return ratio is also around 10%.
As a retailer of Olympic licensed goods, there are two differences in business requirements from general sales. First, the Olympic licensed goods adopt a unified pricing policy, and retailers can carry out their own promotion strategies within the general principles. Sports stars can be invited to sign up for promotional activities, but price promotion measures cannot be taken. In other words, even if the goods are unsalable, they cannot be promoted by price reduction or disguised price reduction without authorization, and can only be discounted or sold at preferential prices under the unified arrangement of the Olympic Organizing Committee. In addition, another point that retailers of licensed goods need to pay attention to is that Olympic licensed goods can only be purchased from franchisees. Once purchased, they cannot be returned unless they are defective, nor can they be sold at a reduced price without authorization. Therefore, retailers must accurately analyze the needs of the customer groups they face in order to reduce business risks.
It is understood that the Olympic Organizing Committee has entrusted relevant departments to conduct market research on Olympic commodities from now on, so as to carry out targeted market development. According to the current survey, Olympic goods are mostly used as gifts. At the same time, retailers must also strictly regulate their operations, and selling goods without anti-counterfeiting labels will be regarded as counterfeit products and will be investigated.
Everything is a double-edged sword. How should the enterprises selected to join the Olympic Games meet the quadrennial global event? According to the analysis of the operating conditions of the selected enterprises in previous Olympic Games, not 65,438+0,000% of the selected enterprises can successfully realize their profit vision. About 25% of enterprises have miscalculated or failed, their business performance has not improved significantly, and the funds invested have not received the expected results. The selected enterprises should have an accurate understanding of competitive pressure and business risks. The more fully you know the risk, the more solid you will be in preparation for preventing it, and the probability of misjudgment and failure will be relatively reduced. Therefore, the selected enterprises need to treat the big market of "Olympic economy" in a conventional way of thinking, and demand themselves to be the first in the industry and the first in the world in terms of management mode and service level, so as to truly win this "Olympic war".
For those enterprises that are unlikely to enter the franchise ranks, they can participate by strengthening cooperation with designated franchisees and retailers and BOCOG partners, such as listing production. Intelligent service-oriented enterprises can provide services for franchisees and retailers in the form of planning and consulting. It is a shortcut for small and medium-sized enterprises to participate in the "Olympic economy" activities in a cooperative way. Enterprises can reduce the upfront cost of franchising, and their own sales performance and technical level can also be improved together with franchisees. In addition, the Olympic commemorative coin plan, commemorative stamp plan, Olympic mascots with different shapes, anti-counterfeiting ink, printing technology and paper, and products of sports venues, such as camera broadcasting, temperature control, athletes' village, news center, product demand of urban environment, and instant translation of various languages around the world, all provide opportunities for cooperation.
The area of Olympic franchise stores is generally more than 30 square meters, decorated with red, white and Olympic colors.
What is the price of Olympic licensed goods? Take the pen as an example, the cheapest one is 10 yuan, and the most expensive one is 188 yuan. The price of backpacks is around 150 yuan, the price of T-shirts ranges from 80 yuan to 120 yuan, the highest price of hats is less than 100 yuan, and the lowest price is 58 yuan. The price of 50 grams of Olympic gold bars is 6750 yuan.
Licensed goods for Beijing Olympic Games will include collectibles, souvenirs, fashion products and practical consumer goods. Each series will launch high, medium and low-end products for different consumer groups. Among them, low-end products will be targeted at the general public, ensuring quality and reasonable price; High-end products will be targeted at high-income people and collectors to ensure that they meet the needs of different consumer groups.
With the approach of 2008, the organizing committee will develop more product categories in stages according to the market demand. In order to prevent the Olympic licensed goods from being counterfeited and effectively manage the licensed goods information system, BOCOG has selected two enterprises as anti-counterfeiting technology service providers for licensed goods. Every licensed product is equipped with an anti-counterfeiting label. Anti-counterfeiting labels adopt many advanced anti-counterfeiting technologies, such as window security lines, gravure ink, invisible characters, etc., which are not easy to be copied and are particularly convenient for the public to identify.
Opportunities for small and medium-sized enterprises
According to a person from BOCOG Market Development Department, after Chengdu, Olympic franchise stores will open in Shenzhen and Shenyang. The pilot phase of Olympic licensed commodity management will officially end on August 5 this year, and then it will enter the stage of gradual implementation.
At the end of July, Shenyang, as the first retail store of Olympic licensed goods in three northeastern provinces, is also preparing to open.
Franchising has become the best way for SMEs to participate in the Olympic Games and expect to benefit from it.
Franchise enterprises obtain the right to produce or sell licensed goods by paying royalties to BOCOG, and earn income by producing or selling licensed goods. Franchisees are the main participants in the licensed commodity plan, that is, enterprises that design, produce and sell licensed commodities; Franchised retail is a professional sales enterprise of licensed goods. Some badges, souvenirs, T-shirts, some foods, handicrafts, etc. Will authorize the production enterprises to carry out franchise production, and then sell through some special channels, retail stores or franchisees.
From August 5, 2004, the one-year trial operation stage of the licensed commodity plan for the Beijing 2008 Olympic Games was officially launched. At that time, according to strict and scientific selection criteria, BOCOG selected 65,438+00 franchisees and 7 franchised retailers. Based on the principles of fairness, openness and justice, BOCOG has formulated an open and transparent enterprise collection and selection procedure. BOCOG invited well-known experts from various industries to form a franchise enterprise review team.
The selection criteria of franchisees mainly include: enterprise qualification, product design ability, marketing ability (including market understanding, sensitivity and prediction ability, pricing ability, marketing network laying ability, whether it has its own brand, market share of similar products, etc. ), production capacity (including production conditions, production specifications and quality control capabilities, labor and employment conditions, etc. ), as well as the franchise plan in the trial operation stage (including product development plan and design plan, promotion plan and forecast)
The enterprises applying for franchising mainly come from enterprises interested in franchising plan and registered in official website of the Olympic Organizing Committee; Enterprises recommended by industry associations; Through extensive market research, select more powerful enterprises in the industry. In the end, Beijing Li Ning Sporting Goods Co., Ltd., Beijing Tiancai Textile and Clothing Co., Ltd., Beijing Gongmei Group Co., Ltd., Beijing Huajiang Culture Development Co., Ltd., Jiangsu Kunshan Gaoshu Jewelry Co., Ltd., Zhejiang Ningbo Beifa Group Co., Ltd., Shandong Qingdao Changlong Stationery Co., Ltd., Guangdong Dongguan Gao Yi Leather Products Co., Ltd., Guangdong Yurongchang Light Industry (Shenzhen) Co., Ltd., Guangdong Dongguan Feida Hat Industry Holding Co., Ltd. and other/kloc-0