TOTAL LICENSING
ASIA
such as entertainment and characters, from the US and Japan would re- consumer products in the region and
trademarks and brands, sport, fashion, main mainstream popular properties. is also a chosen intermediary for do-
art and lifestyle under group umbrel- In terms of the market prospects of ing business in the mainland,” Mr.r. YipYip
las alongside country specific pavil- mainland cities over the next one to remarked.
ions from key markets throughout three years, 76.5 per cent and 59.3 “Hong Kong not only plays a greater
the globe. A series of insightful con- per cent, respectively, of licensors role in exposing international brands
ferences will also take place, offering and licensing agents with a licensing to Chinese consumers, but the
facts, figures and insights on the lat- business in China considered Shang- Chinese mainland is equally influenced
est trends in sports licensing, strategic hai and Beijing their target markets, by the trends emerging in Hong Kong.
brand extension, intellectual property though many Chinese licensing com- In more ways than one, Hong Kong
protection and much more by indus- panies (58 per cent), many of whom continues to be the showcase for
try experts. are based in Hong Kong, would like to brands targeting Chinese consumers,
include Southern China (Guangzhou and also the indicative market for the
Market Intelligence in particular) in their overall licensing rest of the region. It is perfectly ideal
Asia accounts for about 8.5per cent strategies for the mainland. for those looking to expand their
of the world’s licensing market, which properties in Asia and mainland China
was valued at US$108 billion in 2005. Why Hong Kong? to form a strategic base in Hong
The Chinese mainland market has Hong Kong is considered the stra- Kong,” said Mr. Yip.
grown spectacularly, expanding at an tegic base for the Chinese mainland Among other provisions, Hong Kong’s
average annual rate of around 20 per and the preferred entry point for li- Closer Economic Partnership Ar-
cent. Although at an early stage of censing activities in Asia. Hong Kong- rangement (CEPA) with the Chinese
development, the Chinese mainland based licensing companies are major mainland provides for greater ben-
is considered a promising market for players on the mainland. Moreover, efits and added advantages. CEPA
licensing businesses and now the sec- Hong Kong licensing agents are con- further opens up the mainland mar-
sidered by many foreign licensors the ket for Hong Kong products and the
most preferred partners to tap these distribution business to Hong Kong
emerging opportunities. companies. Since effective distribution
Hong Kong agents, however, not only is vital to the success of a compre-
play a crucial role on behalf of over- hensive licensing programme, Hong
seas licensors and licensing agents, but Kong companies that make use of the
also Chinese licensees. Over the past opportunities provided by CEPA to
few years, there has been a significant develop their mainland business will
increase in the number of licensees likely be sought after as distributors
on the Chinese mainland. These li- for foreign licensors, who prefer to
censees engage the expertise of Hong work with distributors that offer ad-
Kong agents to help acquire overseas equate IPR protection and services in
properties that are extremely popular line with international practices.
on the Chinese mainland. Speaking on China’s development as a
Hong Kong also offers clear advantag- leading growth market for retail sales
ond largest licensing market in Asia.
es as an ideal platform for licensors, li- of licensed products, Mr. Raymond Yip
Sport properties have also become
censees, agents and manufacturers to further explained, "There is no doubt
more promising in the global and
get together, which include intellectu- that Hong Kong is the showcase for
Asian licensing market. The 2008
al property rights protection, respect brands attempting to enter the Chi-
Olympics (Beijing), 2009 East Asian
for business agreements, distribution nese mainland market. As China's
Games (Hong Kong), 2010 Asian
networks, access to quality licensees, consumers become more and more
Games (Guangzhou) and the 2010
availability of industry talent, market brand conscious, and the demand
World Expo (Shanghai) have started
sensitivity and close business connec- grows for more brand options, Hong
to further stimulate licensing activities
tions with the Chinese mainland. Kong’s dynamic environment provides
in and through Hong Kong.
Mr. Raymond Yip, Assistant Executive the perfect setting for developing li-
A survey of licensors and licensing
Director of Hong Kong Trade censing relationships in the region."
agents with business in China, com-
Development Council elaboratedelaborated onon
missioned by the Hong Kong Trade
Hong Kong’s position as Asia’s pre-
Development Council, indicated that
mier licensing platform. “Hong Kong,
over the next three years, entertain-
with a bi-lingual business community,
ment and character-related proper-
interlinked connections with main-
For more information on the 2007
ties would be most promising (76
land China, and a well-developed in-
Hong Kong Licensing Show and 4
th
Pre-
per cent), followed by trademarks
frastructure, has long been the chosen
mier Asian Licensing Awards, please visit:
(66 per cent). Moreover, properties
test bed and launch pad for licensed
http://hklicensingshow.tdctrade.com/
130
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