Creative Brand Is A Priceless Treasure Brand Authorizing Power

How can the small and medium-sized enterprises become authorized agents?

The Hongkong international patent licensing exhibition sponsored by Hongkong Trade Development Council is intended to build this platform.

In the 3 day exhibition, 130 enterprises from 11 countries and regions participated in the exhibition, displaying more than 300 brands and authorized projects, including film and television entertainment, fashion clothing, sports, art and design, enterprise brand and so on.

These may be some inspiration for the brand operation and expansion of Zhejiang enterprises.

At the end of last month, the first episode of the legend of the ancient Chinese scientist, "the legend of the ancient Chinese scientist", was made by the animation enterprises in Hangzhou. The first 52 episodes have been premiered on the CCTV children's channel.

Although the film has just been sown, there are many fans in the film "Dragon Prince" and "long Bei Bei". "Dragon Prince" spring and summer children's clothing has been listed in 300 stores in 8 provinces such as Zhejiang and Jiangsu as early as January, and sales have exceeded 30 million yuan.

Although compared with the market share of Disney's authorized product retailing for us $27 billion a year, the data are far from wide, and the scope of influence is limited in China. But this is a very important step for Hangzhou, the animation capital.

The licensing of cartoon characters has been playing an important role in the patent licensing industry. Authorized products account for nearly half of the total industry.

The original Museum of Hongkong's original personas has launched the original cartoon character of Hongkong, attracting many visitors' attention.

"Now the mainland's original creation is also increasing, which is a good phenomenon, which means that a new industrial chain will emerge."

For Hangzhou to create animation capital, the president of the International Licensing Association Charles

Riotto also heard about it.

"The most important thing is that the anime image is innovative, not only attractive locally, but also international attraction."

He suggested that there must be stories behind anime characters.

After making a good foundation, we can expand the influence through the international authorized exhibitions in London, New York and Hongkong, so as to gradually develop authorized agents.

Enlightenment: how can Zhejiang enterprises be promoted to authorized operators?

In recent years, sports related patent licensing projects have been gradually popularized, but for the vast majority of Zhejiang enterprises, the limited processing fees are often shared.

How to promote to sports brand patent authorized business list?

The example of Hongkong crown day Brand Management Co., Ltd. may be a bit of inspiration.

The company was founded in 2004 with a small scale, but in the fierce competition, it has won many brand licensing and distribution of clubs and league matches.

For example, the earliest Rome club and the 2008 European Cup in mainland China and Hongkong district are very empowered.

"The secret is to be professional."

Huang Wenhui, the head of the company, said he had done more than 10 years of football retail business, and he was more proficient in the process.

"In fact, Zhejiang's manufacturing has great advantages. If we increase the ability of original design, turn OEM's advantage into ODM, and control certain channels, we will be closer to the authorized operators."

Huang Wenhui said that some of the company's hat and T-shirt production was in Zhejiang.

Opportunities: brand licensing market increased by 17% annually

While the international patent licensing enterprises have entered the mainland market, the mainland enterprises have also begun to go out.

At the international patent exhibition this year, mainland enterprises first set up a special brand area. 7 enterprises have brought the latest works, including the magic pen Animation Co., Ltd. from Hangzhou.

"The mainland's patent licensing market is developing rapidly. Hongkong is an ideal platform for promoting the original animation brand in the mainland."

During the exhibition, many exhibitors expressed interest in their works, and they looked forward to more opportunities for promotion in the future.

"Now more and more people are concerned about brand, which is a good opportunity for brand authorization and agency."

Zhou Qiliang, assistant director of Hongkong TDC, said that patent licensing is a marketing tool and can help manufacturers upgrade and pform to the upstream of the value chain.

Zhejiang gathered a large number of small and medium-sized production enterprises, but under the factors such as rising raw materials, production advantages gradually lost.

"Foundry production is not a permanent solution, and can not attract partners in the long term."

Speter, chief executive officer of Li Tong "anti" city (Asia), said that it is a trend for enterprises to enhance their brand by authorization and thus increase their market share.

Globally, brand authorization has become a $160 billion industry. In the United States, various brand licensed products account for 1/3 of the retail market. In Japan, the sale of cartoon image intellectual property accounts for more than half of the total cartoon consumption in the whole year.

According to the International Licensing Association, mainland China is the fastest growing authorized product market in the world. Its total market value reached 1 billion 100 million US dollars in 2005, with an average annual growth of 17%. It has become the second largest authorized market in Asia.