How big can the cake of the Shanghai World Expo mascot “Haibao” be?

With the image of the Shanghai World Expo mascot “Haibao” being publicized, the market development of the World Expo mascot has culminated. The Expo mascot and licensed products with mascot designs began selling at nearly 20 licensed retail stores in Beijing and Shanghai from the night of December 18, 2007.

For a time, the Expo mascot “Haibao” became the hottest “Cinnamon” on the market.

Case article

People have seen the value of the mascot from the 1988 Seoul Olympics. At the time when the Olympic Games had not yet opened, more than 70 countries and regions signed a trademark registration contract with the Seoul Olympic Organizing Committee for the mascot “Hu Duoli”. The sales of gold coins and silver coins with mascot images reached 1.1 in overseas sales. Billions of dollars, domestic sales also have $ 0.44 billion. Since then, the 2000 Sydney Olympic Games and the 2004 Athens Olympic Games have sold mascots for $213 million and $201 million, respectively. The Expo was marked by the 1993 Daejeon World Expo in South Korea, and the design and development of the mascot was used in commercial applications. By the 2005 Aichi Expo, the sales of mascots reached 80 billion yen.

From experience, the "story" selling point is one of the more successful means of selling cartoon mascots. The 1992 Barcelona Olympics was an animated series for the mascot "Kobe" (an abstracted shepherd). This not only makes the image of "Kobe" popular, but the shepherd dog has also joined the Spanish pet list. The “Forest Grandfather” and “Forest Boy” designed by the Aichi Expo in Japan in 2005 were also successful cases, using simple story clues and later developing a mascot theme park.

From the price point of view, we should fully take care of the consumption power of different groups of people and open up the grade. The Sydney Olympic Organizing Committee has developed a diversified product development from a mascot toy of only 4.95 AUD to a diamond ring of 20,000 AUD or more through a licensed production and operation.

From the perspective of the continuation of vitality, after the end of the Expo in Japan, the "Grandfather of Forests" and "Forest Boy" are still generating economic benefits. So far, the derivatives of the mascot of the Aichi Expo in Japan have brought about 7.7 trillion yen in economic benefits.

Expert articles

As a judge of the Shanghai World Expo Mascot Collection Judging Committee with marketing experience, Mr. Mo Kangsun still remembers the first meeting of the jury held in Dongjiao Hotel on June 22, 2007.

Mo Kangsun said: "The mascot has strict selection criteria, not only in line with the theme of the World Expo, but also integrates Chinese culture, but also conforms to the dissemination and re-creation of different carriers such as plane, three-dimensional, electronic media, and is suitable for all kinds of toys. The design and market development of derivative products such as stationery, clothing, gifts, etc. The 11 judges have different focuses. From the perspective of advertising communication, I will immediately think of the role of this mascot in posters, events, What kind of image will appear in the performance, how will the public accept it."

Mo Kangsun said: "From a design point of view, Hypertherm and many successful mascots are in line with the conditions of market development. The mascot has just announced that in the future, he will accept more connotations from outside. He wants to do a lot of things on behalf of the Shanghai World Expo. There will be many interesting stories in him. After a few months and years of precipitation, through continuous improvement and enrichment, 'Haibao' will have more charm."

"Technically, sales methods should pay attention to a place in the 'virtual world'. From a technical perspective, the mascot 'Haibao' of this World Expo is suitable for the dissemination and re-creation of plane, stereo and electronic media. Therefore, it is necessary to pay attention to its gamification color and online performance, including animated short films, movies, online flash, mobile phone platforms, etc. This form complements the offline physical sales, which can make the image of the mascot 'Haibao' vivid. , three-dimensional."

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