This is the second consecutive year that the China Toys and Baby Products Association has issued such a report, and it is also the only white paper on the development of China's brand licensing industry.
According to Liang Mei, president of the China Toys and Baby Products Association, at the meeting, the annual retail sales of authorized goods in China reached 74.7 billion yuan. As of December 2017, according to the statistics of the company's actual authorized business, the total number of brand-authorized enterprises active in China is 327, and the IP of authorized business has been 1032.
The overall status of Chinese brand licensors
Among the authorized IP categories, entertainment IP licenses still account for half of the total (54%), followed by art (14%) and fashion IP (13%). Among them, the art IP has grown rapidly, and the art-like IP products that pay attention to the quality of life have won the favor of urban white-collar workers. In addition, with the rise of museums, the licensing business of non-profit organizations has also grown gratifying last year.
Active distribution of IP categories in the Chinese licensed market
The IP countries active in China's authorized market involve 27 countries and regions, of which the main countries are the United States (40%), China (26%), Japan (11%), South Korea (6%), and the United Kingdom (6). %) and Hong Kong, Macao and Taiwan regions (3%).
With the rise of the IP era, the domestic IP and authorized business has a rapid development, and the domestic IP that has been newly authorized in the past year has grown rapidly. In addition, IP growth from other countries is also very fast, accounting for 8%, and the demand for IP in the market is becoming increasingly small and personalized.
IP country distribution active in the Chinese licensed market
According to the investigation, the license fee in the brand authorization transaction is not clearly marked. Each license transaction has different authorization factors due to various factors such as IP popularity, authorized product category, licensee visibility, sales volume, and license fee. Each authorized transaction has its own uniqueness.
There are four main types of authorization fees for Chinese brand authorization transactions: 1) There is a guarantee fund and a license fee is charged. The reserve fund can be used for the deduction of the authorization fee. When the authorization fee exceeds the reserve fund, the excess authorization fee needs to be paid extra. The authorization fee is charged according to the actual sales amount (wholesale or retail). This method is the most traditional and the most common way, accounting for more than half. 2) No deposit, no authorization fee. The authorization fee is charged on an agreed basis based on actual sales (wholesale or retail). 3) Annual quota for the authorization fee. 4) No guarantee, no share, no quota, resource exchange, joint promotion. This type of approach has become more common and popular with the rise of domestic IP. More and more brands and authorized parties have cooperated with each other to leverage each other and promote together.
Brand licensors charge different percentages of license fees
When the brand licensor chooses to cooperate with the licensee, in addition to considering the IP itself to match the type of the licensed product, the licensee will be selected from the following five dimensions, including the licensee brand awareness (78%), product sales. Capacity (78%), production R&D capability (70%), licensee size (67%), and the financial capacity of the licensee (41%).
Brand licensors choose important factors to be considered by licensees
The overall status of Chinese licensees
According to the white paper, the main industries engaged by authorized dealers in China for the licensing business are toy entertainment (18%), clothing (13%), gifts and gifts (8%), home textiles (7%) and theme space (7). %), among which the book publishing and food and beverage industries have seen rapid growth in 2017.
Licensee's industry distribution
China's licensees are mainly distributed in Guangdong (23%), Zhejiang (16%), Jiangsu (15%), Shanghai (13%), and Shandong (8%).
Distributed by the authorized dealer
94% of licensees said that sales of IP-licensed products are higher than other similar products. Nearly 20% of sales are more than double that of similar products.
Authorized products are generally better than similar products
According to the survey, there are many channels for licensees to obtain IP authorization information. The most direct and effective way is to participate in professional authorized exhibitions, accounting for nearly 70%. Other methods include the licensee's own initiative to find the copyright party (53%), copyright party marketing visit (40%), and friend introduction (33%).
Channel distribution of authorized information obtained by authorized vendors
Among the important factors considered by the licensee when choosing to cooperate with the licensor is the IP and product matching (81%), followed by the IP visibility and influence (78%), and the copyright fee (47%). ), the strength and popularity of the copyright party (44%), the copyright party to the follow-up support and services (38%) of the licensee. More and more licensees have realized that in the licensing business, the combination of IP and their own products is more important.
Licensee chooses important factors to consider IP cooperation considerations
China authorized product market conditions
The top three provinces and cities in China, which are the main consumers of authorized products or services, are Guangdong (12%), Shandong (11%), and Jiangsu (10%).
The main regional distribution of Chinese authorized product consumers
The main categories of authorized products purchased by consumers are toys (16%), clothing accessories (12%), home textiles (11%), book publishing (10%), and baby products (10%). Among them, because of the sudden emergence of the children's book market, the proportion of publications such as books and picture books purchased by consumers has increased rapidly.
Major licensed product categories purchased or consumed by consumers
Regarding similar products, in the presence or absence of an IP-licensed image, consumer psychology generally accepts that IP-licensed products are more expensive than similar products. Among the main channels for consumers to purchase licensed products, online channels accounted for 36%, and offline channels accounted for 64%.
Consumers can accept the range of price difference between licensed products and similar products
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