On the evening of September 17, 2019, the mascots of the Beijing 2022 Winter Olympic Games and the Winter Paralympic Games – Bing Dwen Dwen and Shuey Rhon Rhon – have finally been unveiled. The images and names of the lovely panda along with the red lantern personification immediately aroused heated discussion among netizens in various social media since the mascots were announced.
The panda is named Bing Dwen Dwen. Bing means “ice” in Chinese, while Dwen Dwen suggests “health “, which is a characteristic shared by pandas. Shuey Rhon Rhon, the mascot for the 2022 Beijing Paralympic Winter Games, is a personification of a red lantern. Its name contains characters for “snow” as well as “forbearance”.
Generally speaking, mascot is an important element of the visual image system of Olympic Games. It is the most popular and memorable brand image of the Olympic Games to display the historical, cultural and natural elements of the host country in an accessible way. Therefore, in the past tradition, mascots have already developed into a symbol, becoming a hot commodity in the market around the Olympics, and also creating a festive atmosphere for the Olympics.
On the evening of the launch, Yili, as the official dairy product partner of Beijing 2022 Winter Olympics and Winter Paralympics, and Beijing Olympic Committee formally launched the custom-made peripheral product of the Beijing Winter Olympics mascot, the “Winter Olympics mascot collection gift box”, as the official launch ceremony.
It is reported that the gift box has become a hit as soon as it was available online. So far, the first batch of gift boxes in online shops had been sold out. At the same time, the design in gift boxes has also triggered huge discussions in various social media platforms.
With the support of the Beijing Organizing Committee for the Winter Olympic Games, Yili launched the custom-made gift box for the mascot. On the basis of four different high-quality dairy products, Yili joined hands with many sports and entertainment stars such as Liu Tao, Yang Yang, Wu Dajing, Su Bingtian, Li Xian and Xie Na to launch a set of mascot commemorative envelope for the Winter Olympics and Paralympics.
According to the Yili WeChat official account, the commemorative envelope was specially produced by China Philatelic Corporation. Each joint commemorative envelope is limitedly issued, and will not be issued again if they are sold out. As the biggest highlight of the collection of gift boxes, consumers will be able to get to win free tickets for Beijing 2022 Winter Olympic Games and come to the scene to refuel for Chinese Olympic athletes.
It is precisely because of the huge attraction of star customized souvenir envelopes and tickets for the Beijing 2022 Winter Olympic Games that Yili’s mascot customized gift box has become the first major work of the theme peripheral products in terms of timeliness, as well as an important carrier of promoting the Olympic mascots and the Winter Olympic Games in terms of influence.
Many netizens speculated that the reason why Yili was able to launch the related products of the Beijing 2022 Olympic mascots in the first time is that it must have been conceived and prepared in advance, and has been strongly supported and recognized by the Beijing Organizing Committee for the Winter Olympic Games.
Looking back, it is not difficult to find that this is not the first time that Yili has synchronized with the Olympic Games. Yili has been working hand in hand with the Olympic Games for the past 14 years. On November 16, 2005, Yili officially became a dairy supplier for the 2008 Olympic Games in Beijing. During the 2008 Beijing Olympic Games, Yili provided nutritional support for Olympic athletes from all over the world and quickly became the “Olympic milk” in the minds of ordinary people.
With this as the starting point, Yili began to launch the Olympic strategy in an all-round way and actively participate in the promotion of the Olympic Games in China. So far, Yili has supported China’s Olympic cause for 14 consecutive years.
After joining hands with Beijing 2022 Winter Olympic Games and becoming a “double Olympic enterprise”, Yili cooperated with Beijing Winter Olympic Organizing Committee to launch Yili Vigorous Winter Olympic College nationwide. On its open registration platform, its cumulative number of participants and applicants has exceeded 85 million. This is Yili’s goal of “helping 300 million people participate in winter sports” to be achieved as soon as possible. With the help of the potential energy brought by the Winter Olympic Games, the Vigorous Winter Olympic College has become the most influential winter sports marketing activity in recent years.
Today, the release of mascots marks the approaching of the 2022 Winter Olympics Paralympics in Beijing. By such a creative way full of interaction and ritual, Yili presented a new beginning at this critical time.