From Las Vegas To Shanghai: China Ushering In The IP Licensing Boom

In the United States on the other side of the ocean, a gathering of world-renowned IP has recently come to an end: the from May 23rd to 25th Licensing Expo Las Vegas exhibition held in Las Vegas is more than 23000 square meters, exhibiting as many as 5000 brands and IP.

The exhibition covers enterprises.

The licensing category of cartoon, entertainment, sports, fashion, clothing, publishing, art and design, food and drink, games and so on attracted the participation of Activision Blizzard, HASBRO, Pokemon and Paramount Pictures.

Diversified hot IP will debut at the first global licensing exhibition, China Station (LEC).

For the famous IP in the United States and even the world, the emergence of authorized exhibition is more effective in promoting the docking and expansion of authorization and sales channels, and thus deriving rich business returns.

According to License! Global statistics, the total retail sales of authorized products in the world amounted to US $272 billion 200 million in 2016, mainly related to entertainment, roles and

Costumes, sports, corporate branding, arts and nonprofits.

Previously, data from the International Licensing Association (LIMA) showed that the global authorized product retail sales amounted to US $250 billion in 2015, while China's total authorized retail sales amounted to US $7 billion 605 million, accounting for only 3% of global retail sales.

China's IP authorized market is growing rapidly.

In the field of animation, for example, influenced by a batch of domestic animation released in 4-5 months, the enthusiasm of domestic animation groups has been rising.

According to the statistics of the largest exhibition in Hangzhou, a total of 1 million 394 thousand and 500 people participated in the activities of the animation festival at 2:30 p.m. on May 1st. Among them, there were 332 thousand and 600 people in the main venue, 986 of which were actually concluded and signed deals, and 986 were intended to cooperate, involving an amount of $13 billion 12 million.

Us giants create derivatives Empire

As the world's largest authorized dealer, Disney's development history is a microcosm of the industry's development.

"Snow White" and a number of classic cartoon images, and authorized the commodity producers to carry out offline retail operation, opened the original derivative copyright operation; after 50s, with the rise of the television media, Disney put the animation brand into multiple media platforms through various forms, such as live film adaptation, television broadcasting and record issuance, and expanded the channel of brand communication. Today, Disney's cartoon characters have not only appeared on television or movie screens: in 1987, the first Disney store was set up, laying direct retail stores on the global scale and developing offline sales channels; in the United States and even overseas, new businesses such as cruise and adventure, theme parks and resorts were built; and the development of game products was adapted to the Internet and mobile terminals. In the early days of Disney, Mickey Mouse and Donald Duck were established through animated films.

In the hands of IP, in addition to the production and distribution of IP, copyright authorization and third party issuance constitute an important operation mechanism of Disney. The huge profits generated by the global market distribution ensure the stable source of revenue for the company.

Disney's annual earnings report, released in November 2016, said that its revenue from consumer goods and interactive media declined by 3 percentage points compared with the same period last year, while its operating profit increased by 4%.

The reason is that the super IP Star Wars brings the super high profit authorized income.

In terms of authorization, the strong alliance between giants has undoubtedly brought about a win-win situation.

In 2016, Disney authorized HASBRO, one of the world's largest toy manufacturers, as its official toy manufacturer.

After winning the mandate of "crazy animal city", "Star Wars": "Grand Theft Auto number 1", "ocean adventure" and previously released "ice and snow adventure" and other Disney films and mango series, especially after the authorization of the princess Disney series to expand the production line of girl products, HASBRO showed outstanding market performance in the second half of 2016. Its girl category grew by 57%, and the third and fourth quarter revenues were 1 billion 670 million and 1 billion 630 million dollars respectively, creating the highest record in the company's history, and also making the company's sales in the whole fiscal year more than 5 billion dollars.

(data from HASBRO 2016 earnings)

Compared with the domestic market, the IP derivatives market in the United States shows a variety of forms.

In addition to traditional toys, clothing, food, 3C and other fields, they have dabbled in drama, even commercial real estate development, art / Museum, finance and other sub fields.

China: authorized blue ocean is emerging

With the continuous bombing of IP concept, the Chinese animation industry has ushered in a new development opportunity.

It has been evaluated that the 80 and 90 generation, who watched the Japanese diffuse and grew up in the United States, finally reached the stage of history. They participated in the construction of the new industrial form and tried to break away from the orientation of the younger age, which made the animation have a qualitative breakthrough in content creation.

In addition, under the impetus of the concept of IP, breaking the barriers of industry and drawing the grand blueprint of Pan entertainment and mutual entertainment economy is being implemented step by step.

Under the capital's follow up, the IP derivative form no longer stays in the traditional toy industry, and the phenomenon of casual tour interaction is common, and even goes towards the new field.

For example, the combination of IP and commercial property in a variety of formats leads to a variety of business models, such as theme exhibition, theme park, and thematic cafe.

In the recent week, the real scene experience exhibition held in Chaoyang Yuecheng city has been carried out by 13.2% in the first week.

"My emperor sleeps" in real time experience exhibition held in Chaoyang Joy City

Even in the rapid development of China's cultural and creative industries, China's derivatives market is pregnant with a unique look.

The emergence of "the Imperial Palace Taobao" is the best among them.

It shows the potential market of art derivatives to the market, and highlights the new development ideas of combining traditional culture with the present.

The licensing industry is also actively seeking to play a good role in "traditional culture card". For example, "formerly a mountain of smart sword", it launched the banner of "keeping art" with non hereditary artisans at the end of the first season, and launched derivatives such as "inside picture snuff bottle", "Jiang Zhou wood plank New Year picture", "Qingyang sachet" and so on.

At the same time, in order to find more possibilities of authorization, the service form of "authorized Exhibition" correspondingly appeared in China.

It is different from the communication channels provided by Hang man and other major exhibitions. The authorized exhibition focuses on IP authorized derivative services, and its authorized providers and authorized vendors involve almost all kinds of products.

The appearance of "authorized Exhibition", on the one hand, fits the development trend of Pan entertainment industry, and is beneficial to break through the limitations of traditional IP derivatives. On the other hand, it is closer to the mature IP operation mechanism, such as the United States, which is conducive to the improvement of industrial structure and the benign pformation of industrial capital.

The potential of China's authorized market is huge.

The emergence of IP licensing exhibition in China indicates the rise of China's original IP.

In addition to the brand name "bear haunting" and "pleasant goat", IP has gained more and more attention recently.

It is reported that this batch of original IP will be unveiled in July 2017 to China's authorized global exhibition, LEC.

The global licensing exhibition sponsored by Bowen company has been more than 35 years old. It has been successfully held in Licensing Expo Las Vegas, Brand Licensing Europe in London and Las Vegas Tokyo (Licensing Expo).

2017 the global licensing Exhibition China Station (LEC) first landed in Shanghai and will be held in Shanghai National Convention and Exhibition Centre on 18-20 July 2017.

The authorized exhibition of China station will gather Emoji, Fate/stay night, gourd brothers, Lamborghini, MTV, World of Warcraft, Thomas & friends, Simpson and other more than 250 high-quality IP from around the world, and at the same time, through the China authorized industry awards, industry seminars and seminars, we will discuss the authorization of IP, authorization of art, film and sports, as well as the authorization form of artistic licensing and commercial real estate authorization.

At the same time, the site will also carry out business matching to help the authorized business and authorized business operators.

Media liaison:

Bo Wen China (Hangzhou)

Qian Xiaoyu, senior manager, marketing department

Mailbox: edward.qian@ubm.com

Tel: (86-571) 26895089

About global licensing Exhibition China Station (LEC)

The LEC is sponsored by China, aiming at promoting the effective docking of licensed products and authorized distributors and sales channels, and expanding the authorized market in China.

The global licensing exhibition has been successfully held in Licensing Expo Las Vegas and Brand Licensing Europe in London in Las Vegas.

The company is also the publisher of License Global., the most influential industry in the industry.

About Bo Wen company

Bowen is the world's largest sponsor of pure trade and exhibition.

In the increasingly digital era, meaningful connections between people have never been so precious and important.

Our profound understanding and passion for our industry enable us to create excellent exhibition experience and help people succeed.

Through our exhibition, people are more efficient in establishing contacts, achieving pactions and expanding business.

We distribute 3750 professional people in more than 20 countries in the world to provide professional services for more than 50 different industries, including fashion products and pharmaceutical raw materials.

Our proud global network, experienced and passionate professionals and leading professional exhibitions have created exciting opportunities to help business people achieve their grand success.

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