Businessmen in China in the Southern Weekend have long known that it is necessary to seize business opportunities before it is too late. On November 11th, 2005, less than an hour after the announcement of Fuwa, the mascot of the Beijing 2008 Olympic Games, mascots began to be sold in the Beijing subway. Now, with the approaching of the Olympic Games, enterprises are playing Fuwa cards one after another, and Fuwa’s business is getting louder and louder.

　　Five little dolls set off a big wave. At the sales point of the Olympic mascots of Gongmei Mansion in Wangfujing, Beijing, the commodities with the theme of "Fuwa", the mascot of Beijing 2008 Olympic Games, can reach more than one million yuan a day on weekends when business is hot. One set of plush "Fuwa" is the best seller, although its price is not cheap, and it is priced in 390 yuan. Clothes, pens, schoolbags and key chains with Fuwa logo are also very popular.

　　Across the country, there are hundreds of special sales outlets selling Fuwa goods. There are more than 300 kinds of goods.

　　It is estimated that by 2008, the number of overseas tourists in Beijing will increase to 4.6 million, and during the Beijing Olympic Games in August 2008 alone, the number of foreign tourists may reach about 600,000, and the number of domestic tourists may reach 1.1 million. "Although tourists can’t say that everyone buys mascots, it is very sure that there is more than one per capita." An Olympic mascot marketing research expert said. The "Olympic Fuwa" is composed of five creative images: fish, panda, Olympic flame, Tibetan antelope and Jingyan. Their names are Beibei, Jingjing, Huanhuan, Yingying and Nini, which are homonyms for "Welcome to Beijing". This is the largest number of mascots in Olympic history.

　　According to the experience of previous Olympic Games, the income of mascots generally accounts for about 10% of the income of Olympic Games. Huang Wei, a marketing expert who participated in the market development of Atlanta Olympic Games and a senior consultant of Beijing Olympic economy, made a bold prediction in an interview with reporters earlier that due to the large number of Beijing mascots, its income will account for 15% or even higher of the total income of the Olympic Games. The direct sales of Fuwa goods may reach more than 4 billion RMB. "I have participated in the market development in Barcelona and Sydney, and there is no Olympic Games as enthusiastic as our China and Beijing." Huang Wei said.

　　抓福娃商机的快手

　　中国的商家已经懂得抓住商机要趁早的道理了。2005年11月11日，在北京2008年奥运会吉祥物福娃公布不到1个小时后，北京地铁就有吉祥物商品开始销售，速度之快令消费者吃惊。

　　就在福娃公布当天，可口可乐公司同步推出了5款奥运吉祥物纪念罐，160多万罐印有吉祥物形象的可口可乐纪念罐在全国21个城市同步上市。可口可乐(中国)饮料有限公司总裁包逸秋说，历届奥运会中，吉祥物都是最受民众欢迎的奥运元素之一。“可口可乐积极作为，在于看好奥运吉祥物独特感召力和影响力。”

　　上海均瑶集团下属的派瑞文化公司是奥运会的特许生产商。早在奥运会吉祥物揭晓的半年前，2005年6月份的时候，派瑞文化就获得了搪胶福娃和长绒福娃以及延伸产品的特许经营权，并很快进入产品的设计及生产阶段。“那几个月实在忙得不可开交。”派瑞文化副总经理倪庆丰告诉南方周末记者。

　　设计、生产、包装等一切环节都是在严格保密的情况下进行的，直到2005年11月11日福娃揭幕，派瑞文化生产的福娃商品，迅速在各个特许销售点面市。

　　As soon as Perry’s Fuwa products went on the market, they caused a wave of buying. "We didn’t expect to sell such a fire. This is a big test for our logistics. " Ni Qingfeng said that now their daily sales are about 200,000 yuan, of which more than 50% are toys.

　　After the first wave of sales boom, Perry Culture successively launched a series of Fuwa products, from "air-conditioned Fuwa" and "technical Fuwa" to more popular Fuwa building blocks, Fuwa puzzles and Fuwa jigsaw puzzles. While increasing the variety of products, Fuwa’s sales outlets are also gradually increasing, all of which are to prepare for the climax of Fuwa’s sales in 2008. At present, among all Fuwa products, the long-staple Fuwa of Perry culture is the best-selling one.

　　Since November 11th, 2005, more than 500,000 licensed products of Olympic mascots have been rapidly sold in licensed Olympic products all over the country. From the mascot highlighter, which is aimed at children’s consumption groups and costs only one in 8 yuan, to the global limited edition Jade Fuwa, which is priced at 290,000 RMB and made of Hetian jade in Xinjiang, the mascot products are rich in variety and cater to all types of consumers.

　　There are many kinds of mascots, including plush toys, plastic dolls and stationery, which are deeply loved by children. T-shirts, hats, bags, mobile phone chains and key chains that young people like; Precious metal commemorative medals and badges of interest to middle-aged people; Chinese knots, collar buttons, etc. that the elderly are keen on. It is understood that there are six categories and nearly 300 kinds of goods licensed for mascots, such as toys, clothing, bags, stationery, precious metal medals and badges.

　　At present, there are 18 Olympic retailers and nearly 200 licensed retail stores nationwide. According to industry sources, according to the plan of the Olympic Organizing Committee, a scale of 10,000 retail stores in China will be built before 2008.

　　Fuwa business chain

　　The industrial chain of Olympic products is mainly divided into three levels: BOCOG; Manufacturers of Olympic licensed products-under the authorization of the Olympic Organizing Committee, produce relevant Olympic products according to the requirements of relevant institutions and markets, and earn production and processing profits; Retailers of Olympic licensed products-selling Olympic products to consumers through these channels.

　　"The Olympic franchise project is our first big franchise project." Ni Qingfeng, deputy general manager of Shanghai Perry Culture Company, said. Through the production and sales of Fuwa, Juneyao Group formally intervened in the toy industry.

　　Shuguang Printing Group is supporting the production of Fuwa of Perry Culture. They are responsible for the packaging of Fuwa-related products. Their orders come from Perry Culture. They obtained the printing right and the first batch of 15,000 packaging orders half a month before the mascot was announced, and they were also required to keep it strictly confidential. Fuwa’s packaging may not be more profitable than other products, but for Shuguang, it is more an honor to produce such products. Zhu Shili, president of Shuguang Printing Group, said: "By 2008, undertaking the outer packaging of Olympic gifts will bring the company nearly 300 million yuan in orders." From the previous sales momentum, the final order may be far more than that.

　　As the Olympic mascot belongs to the core area of the Olympic economy, the Olympic Organizing Committee has set a high entry threshold for production enterprises, and it also requires certain competitiveness. So far, Zhejiang Junyao Group has won the production qualification of Fuwa plastic toys, Zhejiang Beifa Group has obtained the production materials of Fuwa pen products, Wenzhou Shuguang Printing Group has obtained the designated printing right of Fuwa, and Zhejiang Wanshili Group has obtained the exclusive production qualification of silk mascots. From the scale of these enterprises, we can know that their entry threshold is high.

　　Finally, the sale of Olympic mascots. As for the sales management of Olympic mascots, BOCOG has adopted a special scheme: on the basis of 28 licensed retail stores nationwide, more than 160 temporary sales outlets will be added, covering nearly 30 provinces, autonomous regions and municipalities directly under the central government, cities with separate plans and other key consumer goods cities. For these temporary sales points, BOCOG issued temporary sales authorization certificates, and each authorization period was 3 months. Although three months is a short time, it also provides more opportunities.

　　Because the Olympic franchise will be opened to individuals only after 2008, many Wenzhou people who are eager to taste the Olympic business opportunities choose to become dealers of Olympic franchisees. For example, Ji Hongbao, a Wenzhou native who is doing business in Beijing, negotiated with Wangfujing Group in 2005 to win the right to operate the Olympic mascot counters of Wangfujing Department Store outside Beijing, and successively opened nine counters in Wangfujing Department Store in Chengdu, Guangzhou, Changsha, Chongqing and Xining.

　　The registration fever caused by the "Fuwa" effect also brought the derivative value of the "Fuwa" brand to a climax. In 2005, less than a day after the mascot of the Olympic Games was unveiled, the Chinese (English) domain name and universal website of "fu wa" were registered. The "Fuwa" trademark was registered seven years ago, among which five companies registered 11 Fuwa trademarks, including more than 100 items, of which the brand value of one Fuwa has reached 200 million yuan. According to Hubei Yinxin Company, which first registered the trademark of Fuwa, after the release of the Olympic mascot Fuwa, its product sales increased by at least 20%.

　　A well-known example is Panpan Group, which used the mascot of the 1990 Beijing Asian Games as its trademark. It was with its popularity that it developed into the largest manufacturer of steel doors and windows in Asia in just four years.

　　The BOCOG has taken full precautions against trademark registration. According to the person in charge of the legal affairs department of the BOCOG, the mascot of the Beijing Olympic Games has been patented in most countries and regions in the world, and it has kept close contact with industry and commerce, customs, urban management and other units, and measures will be taken immediately in case of counterfeit mascots.

　　However, this still can’t stop piracy. In Beijing’s overpasses, near stations and other places where people’s traffic is concentrated, Fuwa plush toys on the street stalls are only sold in 10 yuan, which is far cheaper than similar genuine toys. Whether this can impact the sales potential of 4 billion yuan of Fuwa goods predicted by experts is still unknown.

　　Get rid of "making money at a loss"

　　Mascots first appeared in the 20th Olympic Games held in Munich in 1972. At that time, artists from the Federal Republic of Germany carefully designed a design of a small hunting dog as a symbol of the Games.

　　Since then, with the Olympic Games gradually changing the situation of "losing money to earn money", the Olympic economy has gradually been discovered, and the commercial value behind any industry related to the Olympic Games has attracted more and more attention. As a result, mascots have become an indispensable product of the Olympic Games.

　　In 1984, when the business-minded Americans held the 23rd Olympic Games in Los Angeles, they began to dig the first pot of gold in the mascot. Ueberroth, the main person in charge of the Los Angeles Olympic Games, authorized Los Angeles garment manufacturers to produce garments with Olympic symbols and mascots, which made these manufacturers earn nearly 10 million dollars.

　　The Spanish are not to be outdone. During the Barcelona Olympic Games held in 1992, the Spanish government provided a full set of packaging for the mascot of the Olympic Games, including making several Cobi books and TV series specially for it, and even letting it visit Hollywood, and its value soared from the initial few dollars to several thousand dollars. From this point on, the commercial influence of mascots began to break away from pure competition activities and mascot sales, and entered the media industry.

　　In recent Olympic Games, the trend of setting up multiple mascots has intensified. In the 2000 Sydney Olympic Games, three mascots were designed: Aoli, Said and Millie, and the sales reached 213 million US dollars. Athena and Fevos, the mascots of the 2004 Athens Olympic Games, brought Athens a profit of $201 million.

　　How much will the mascot of the 2008 Beijing Olympic Games benefit China’s economy? As soon as the licensed goods plan of Beijing Olympic Games was launched, mascots became a protagonist of this plan. In the coming year of Beijing Olympic Games and in the next few years, mascots will be widely used in various souvenirs, and the economic benefits of mascots will gradually become prominent.

Editor: Xu Guimei

Ada Japanese photo

　

　　Ada, who is busy filming, does not forget to share his thoughts and feelings with his fans after his intense work. A few days ago, Ada took advantage of the all-night play to expose a set of street photos taken earlier in Kagoshima, Japan, in Weibo. In the picture, Ada changed the sweet and hot style on the screen and appeared in a neutral dress of denim jacket and hot pants, with a sexy hollowed-out white T-shirt, which was even more cute and funny. Ada, capable and refreshing, is more natural and spontaneous in the quiet countryside.

　　Ada, who calls himself "Brush Screen Rock", uses Weibo to communicate with netizens at zero distance, and the beautiful pictures are matched with quips, which gradually become characteristic. As the anchor of Music Billboard, Ada did not forget to recommend good music to everyone. On the evening of August 11th, Ada once again "screened the screen" and successively recommended six works of Faye Wong’s The World, Stefanie’s Beginning to Understand, Zhang Xuan’s Liking, Eason Chan’s Red Rose, Miriam Yeung’s Goodbye for Two Dingmu and Yoga Lin’s Lying, with slightly sad lyrics and aphorisms.

　　Because Ada, whose exposure was temporarily reduced during filming, was quiet and quiet in private, but his interaction with netizens was lively and direct, and his words were very modest and restrained. Many netizens left messages saying that they saw a different Ada from the text.

More wonderful pictures on the next page!

At 9: 22 on 25th, lawyer Li Chunguang published the latest progress of the case in his Weibo. From the bulletin, the reporter learned that the Tsinghua University school has read the previously issued "Lawyer’s Letter", and the school’s top management began to contact Zhu Ling’s parents. The lawyers’ group has also started to apply to the the State Council Legislative Affairs Office for information disclosure. At present, the Beijing police are still in communication with Zhu’s parents.

Zhu Ling and his parents

Lawyer Li Chunguang Weibo screenshot

The reporter contacted Li Chunguang by telephone. He said that Zhu Lingan’s progress is quite slow. "This process is also difficult, so the progress of the case was released today, and thanks to the cooperation of other members of the lawyers’ group." According to Li Chunguang, they set up a special lawyer group for Zhu Lingan, with a total of 10 people. "Based on the requirements of the school and respecting the wishes of Zhu’s parents, lawyers will not intervene in the contact process for the time being, nor will they accept any interviews." Li Chunguang said.

19 years ago, Zhu Ling, a talented and beautiful female college student in Tsinghua, was strangely poisoned, and the case has not yet been solved. However, the talented woman in the past is now severely paralyzed and completely demented, and she can’t take care of herself.

In August this year, Li Chunguang of Yunnan Lingyun Law Firm, as the representative lawyer of Zhu Ling, sent a "Lawyer’s Letter" to Tsinghua University, officially starting the accountability procedure for the school. At present, the school has read the Lawyer’s Letter, and the senior management of the school has started to contact Zhu Ling’s parents.

Over the years, many doubtful points in Zhu Ling’s case have not been completely uncovered. The police have determined that the case was poisoned, but who did it? Why did the case finally go away? Zhu Ling’s college roommate Sun Mou, as the only suspect in the thallium poisoning case in Zhu Ling, issued a statement claiming innocence in 2005, which made the case even more confusing.

Zhu Ling’s father, Wu Chengzhi, said in an interview that Sun Wei was the only suspect.

Review of thallium poisoning cases in Zhu Ling

On November 24, 1994, Zhu Ling became ill for unknown reasons, with pain in limbs, and the cause could not be diagnosed. Later, her condition improved and she was discharged. On March 9, 1995, Zhu Ling became ill again for unknown reasons and went to Peking Union Medical College Hospital for medical treatment. On March 15th, Zhu Ling’s symptoms became worse, and facial muscle paralysis, eye muscle paralysis and spontaneous breathing disappeared.

On April 10th, 1995, Bei Zhicheng, a senior high school classmate in Zhu Ling and a student of mechanics department in Peking University, translated the illness into English and sent an e-mail for help through the Internet. Most of the replies thought that Zhu Ling was poisoned by thallium. However, Union Medical College Hospital can’t do relevant tests. On April 20th, Zhu Ling’s parents found Professor Zhenyang Chen who could do thallium poisoning test, and the latter issued a test report, thinking that Zhu Ling was poisoned by thallium twice, and determined that someone had poisoned him, and suggested taking Prussian blue for detoxification. At this time, however, Zhu Ling’s nervous system has been seriously damaged.

On the evening of April 28th, 1995, Zhu Ling’s parents reported the case to the Security Section of Tsinghua University. However, the Security Section immediately notified Zhu Ling’s roommate and asked them to protect the evidence. From April 28th to May 7th, there was a theft in Zhu Ling dormitory, and Zhu Ling’s toiletries were lost. Since then, no progress has been made in Zhu Lingan.

On April 2, 1997, the police suddenly summoned Sun, and after eight hours of questioning, Sun was taken home by his family. Since then, the police have never looked for Sun.

On December 30, 2005, Sun made a statement on the Internet claiming innocence, and some students replied with their real names or pseudonyms.

On January 29, 2006, a person who claimed to be a classmate of Sun’s published an article anonymously on the Internet, disclosing the "posting outline" that Sun sent to his friends before making a statement on the Internet, instructing how to cooperate with the reply.

On May 3rd, 2013, a petition about Zhu Lingan appeared on the website of the White House, with more than 100,000 signatures. Zhu Lingan once again entered the public eye. On the afternoon of the 7th, Zhu Ling’s father, Wu Chengzhi, was interviewed by Phoenix.com at home, saying that he disapproved of the White House petition and suspected that Sun Wei was the only suspect.

On May 8, 2013, the Beijing Public Security Bureau said in a statement in Weibo that "we deeply regret that this case has not been solved" and expressed "deep understanding and sympathy" for Zhu Lingling’s personal misfortune. The Beijing Municipal Public Security Bureau said that there was no interference in the work. "Some cases are limited by the investigation conditions, and due to objective factors such as the loss of evidence, they cannot be detected in the end." Beijing police hope that the public can treat it rationally and respect the law of investigation.

Zhu Lingjia’s current situation

Status quo in Zhu Ling: Life can’t be taken care of by parents.

On November 24th, 1973, Zhu Ling was born into an intellectual family in Beijing, and she had a sister Wu Jin (a biology student in Peking University who died unexpectedly during a spring outing in Yesanpo in 1989). Zhu Ling studied piano since he was a child, and began to study guqin at the age of 15. In 1992, she was admitted to the Chemistry Department of Tsinghua University. She is versatile, not only the main member of Tsinghua University Folk Band, but also the second-class swimmer in Beijing.

Stepping into Zhu Ling’s home will make people feel that time and space have stagnated for 20 years, with simple furnishings and mottled walls. In the dim light, everything seems to stay in the 1990s. Now 39 years old, she lives entirely by her parents. The old man spends most of his time taking care of Zhu Ling and tracing the real murderer.

When it comes to her daughter’s daily life, Wu Chengzhi is rarely active: "We get up every day when we wake up and help her up. The first thing is to clean her trachea: atomize, clear phlegm, wash her lungs, then inject insulin, and then feed her breakfast spoonfuls." Rehabilitation exercise is also a compulsory course for Zhu Ling every day. Kneeling and crouching can’t be done by herself, so her parents, who are 70 years old, help together. My father stands in front, holding her knees with her daughter in a wheelchair, while her mother Zhu Mingxin holds her daughter’s waist tightly behind to prevent her from being injured. Zhu Ling’s father sighed: "I can’t do it without exercise. My calf was as thin as a stick when I was hospitalized the year before last."

Zhu Ling is hospitalized almost every year, ranging from half a month to half a year. A cold in 2011 made her stay in the intensive care unit for 10 months, costing more than 600,000 yuan. "It’s okay not to get sick, but it will cost more when she gets sick." The cold caused a lung infection and she used a ventilator, so that she can only eat liquid food so far.

In 2004, Zhu Mingxin fell down at home, three cranial and cerebral vessels were broken, and a titanium alloy was repaired by knocking on his skull. Speaking of this matter, Wu Chengzhi felt very lucky: "The doctors in the hospital are very familiar with the order. When I saw her mother, the chief doctor came from home immediately. We haven’t paid the money yet, and the doctor is already doing craniotomy, otherwise the consequences will be unimaginable. This is really a blessing! "

The optimism and firmness of the two old people are moving. In their eyes, "I can do 60 knees and squat" and "I can do better kicking today" … … Every progress of my daughter is extremely precious.

Under the care of his parents, Zhu Ling lived these years safely. But when it comes to the future, the two old people still have worries: "We are now paying attention to our diet and hope to live as long as possible. What should Zhu Ling do if we are gone?"

In the first quarter of 2023, the cumulative sales volume of A00-class cars was 131,000, down 55.1% year-on-year, which was the biggest drop among all models this year. This is behind the withdrawal of subsidies and the cancellation of license concessions in some areas, because without these preferential measures, many consumers will be discouraged from buying new energy cars.

It is worth noting that, although the sales performance of 18,000 vehicles in April was not bad, compared with the average monthly sales volume in 2022 (33,700 vehicles), Wuling Hongguang EV was obviously seriously retrogressed this year.

Wuling, which builds cars for the people, why don’t people pay the bill now?

(1) The growth rate of micro-electric vehicles has slowed down, and competing products have been increasing.

After explosive growth in the previous two years, the market growth rate of micro-electric vehicles has begun to slow down. According to the data provided by China Automobile Association, in the first quarter of 2023, the sales volume of A00-class micro-electric vehicles was 131,000, down 55.1% year-on-year, which is the biggest decline this year. The market of micro-electric vehicles is becoming saturated gradually, and the number of consumers is decreasing, which affects the sales of Wuling Hongguang MINIEV to some extent.

In addition to the saturation of the market, the increasing number of competing vehicles at the same price has also affected the sales of Wuling Hongguang MINI EV. Panda, QQ ice cream and competing products with the same price poured into the market, which reduced the advantage of Wuling MINI EV at that time and further squeezed the living space of Wuling Automobile.

(2) There are few airbags, and the safety has been repeatedly criticized by consumers.

A consumer in Liuzhou, interviewed by the local TV program "New Broadcast", indicated that his car purchase budget was 50,000-80,000, because he was from Liuzhou, and he felt more proud to drive a Wuling car made in Liuzhou. However, when buying a car, we will also consider more practical factors such as cost performance and safety. BYD Seagull and Chery QQ ice cream with the same price attract her. The former is equipped with four safety bags, while the latter attracts her with a lifetime warranty after-sales policy.

At the same time, she also expressed her feelings about the test drive of Wuling Hongguang MINI EV: the grip is not strong, and it is shaking when driving. Besides the top version of Wuling Hongguang MINI EV with two airbags, the rest of the configuration is only one main driver airbag, and the overall safety is not strong enough.

This also reveals the reason why Wuling Hongguang MINI EV is not paid by the people more and more, lacks its own core competitiveness, and does not perform well in the key product strength of safety, which affects the current competition of Wuling Hongguang MINIEV.

(3) It is difficult to break through the price reduction. Can Wuling Binguo turn the tide?

Faced with such a market situation, Wuling started the second round of price reduction in 2023. From April 8 to May 31, 2023, consumers will get a maximum of 10,000 yuan for purchasing Wuling new energy vehicles, but from the sales data, the effect is not very good.

In addition to price reduction, Wuling also launched on March 29th this year.Wuling Binguo, the price is 59,800-89,800 yuan. In the first month of listing, it harvested the sales volume of 15,000 vehicles, and the results were acceptable. It provides a "bullet" for Wuling Automobile to transform into a market of 500,000-100,000.However, in this market segment, Wuling Binguo has to face multiple competitors, and the market competition is quite fierce.

The biggest competitor that Wuling Binguo faces is BYD Seagull, and the two cars have the same level and price. Although the body size of Wuling Binguo has certain advantages, butHowever, from the configuration point of view, Wuling Binguo is only equipped with a central control panel on the top version, and there is a passenger airbag on the vehicle configuration of nearly 80,000 yuan. In terms of safety function, the whole system lacks an ESP body stability control system. BYD Seagull, on the other hand, is equipped with active and passive safety configurations such as airbags, brake assist, anti-lock braking and ESP body stability control system. In this contrast, it seems that Wuling Bingo’s "sincerity" is insufficient, and it is inevitable that Wuling Bingo will be able to turn the tide and lift the banner of sales.

Conclusion:To sum up, Wuling automobile has fallen into the sales decline of low-end models at present, and it is difficult to transform further market segments with multiple competitors. In the future, Wuling automobile will be hard to "deus ex" in the increasingly fierce competition of new energy track, if it can’t make clear what consumers need in terms of safety and cost performance.