元隆雅图：体育IP营销与业务赋能（A）

In 2018, Yuanlong Yato became an authorized manufacturer and retailer of three popular product categories for the 2022 Winter Olympics in Beijing. As a leader in China's gifts retailing industry, Yuanlong Yato had abundant design, supply chain, and channel resources. After acquiring Qianma Network, it gained the ability to provide multimedia marketing services. At the end of 2021, the Winter Olympics was around the corner, and Yuanlong Yato's Chairman Sun Zhen felt under pressure: For one thing, the Beijing 2022 mascot had met with a lukewarm reception. For another, the start of Beijing 2022 coincided with the Chinese New Year holiday, during which many workers would return to their hometowns. Still, he had to finalize the production plan before the Spring Festival despite demand uncertainty. If its production capacity failed to keep up with surging demand following the grand opening of Beijing 2022, Yuanlong Yato would miss the opportunity to create hit product offerings. Conversely, if demand did not meet expectations, the company would suffer from inventory backlog. So, should the company increase its investment? How should it design its marketing plan? How should it manage the risks of creating hit products to maximize returns?