The first flagship store for officially licensed products for the 14th National Games opened to the public on March 6 in Xi'an, capital of Northwest China's Shaanxi province. The city is the primary hosting location for the event, which will be held on Sept 15-27.

The flagship store has two areas for licensed product sales and a themed post office boutique display.

The officially licensed product flagship store for the 14th National Games opens on March 6 in Xi'an. [Photo/Xi'an municipal government's WeChat public account]

The store stocks more than 1,000 products across more than 20 categories, including badges, handicrafts, agricultural and sideline food items and postal products related to the 14th National Games.

According to Guo Qiang, deputy director of the ticketing and franchising division of the marketing development department of the event's organizing committee, 100 officially licensed retail stores and flagship stores for the 14th National Games will be opened across the province in the future, covering all competition venues and the National Games Village.

Licensed products are on sale at the flagship store. [Photo/Xi'an municipal government's WeChat public account]

At present, more than 300 design products have passed the audit and will be on sale for consumers soon.

On the same day, the only online flagship store designated by the event's organizing committee was officially launched on the e-commerce platform Tmall.

In the future, through short videos, live broadcasts and e-commerce, licensed products will be shown and sold on multiple online platforms, providing people with convenient and complete channels for purchasing licensed products.