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Development of China’s brand licensing industry in 2021 From CTJPA

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In 2020, China’s annual retail sales of authorized commodities will reach 110.6 billion yuan, up 11.5% year on year.

As of December 2020, according to the statistics of enterprises actually carrying out authorization business, the total number of brand authorization enterprises in China is 586, with a year-on-year growth of 8.1%, and 2182 IP authorized businesses have been carried out, with a year-on-year growth of 8.8%.

Affected by the epidemic situation and other factors, the growth rate of the total number of authorized enterprises and the total number of IP authorized services has slowed down compared with the previous year.

General situation of brand licensors in China

In 2020, entertainment IP is still the main IP type (58.5%), followed by art and culture (including museums) IP Accounting for 18.7%, fashion IP Accounting for 10.3%.

*Entertainment includes: cartoon animation, film and television variety, video games, portrait image, network literature, audio-visual books.

In 2020, IP active in China’s licensing market is mainly from mainland China (32.6%), the United States (30.5%), other European countries (10.2%) and Japan (9.8%). China’s local licensing industry is developing rapidly. In 2020, the proportion of authorized IP in mainland China will exceed that in the United States for the first time.

There are four main modes to collect the authorization fee in China’s brand authorization transaction: 1) there is a minimum deposit, and the excess authorization fee is collected; 2) there is no minimum deposit, and the authorization fee is collected according to a certain proportion of the actual sales; 3) there is no minimum deposit, no share, no quota, resource exchange, and joint promotion; 4) one time quota annual authorization fee is collected.

In 2020, the minimum authorization fee + overpaid authorization fee is still the main authorization fee collection mode, accounting for 45.1%. There is no minimum deposit, and charging according to a certain proportion of sales is also an important mode of collecting authorization deposit, accounting for 25.1%.

General situation of Chinese licensees

China’s authorized products are increasingly rich and diversified, covering all aspects of people’s lives. In 2020, the authorized business in China has been concentrated in toy Entertainment (17.7%), clothing accessories (16.9%), food and beverage (10.2%), gifts and souvenirs (9.8%) and other industries. In addition, stationery office, baby products, electronic digital and other industries are also the main industries of authorized business.

More than half of the authorized enterprises (50.3%) carry out brand authorization business within three years. Last year, 15.1% of the enterprises just set foot in the field of IP authorization business. Due to the epidemic situation, the proportion of new authorized enterprises will be reduced in 2020.

40.5% of the interviewed authorized enterprises cooperated with 1-2 IP in 2020, and the number of IP cooperated with authorized enterprises was relatively small. This is due to the fact that the whole licensing business is in a rising period of development. Most licensees choose to cooperate with a small amount of IP, and they are more cautious about the choice of cooperative IP.

For franchisees, the direct benefit of brand licensing business is the increase of product sales. From the overall sales situation in 2020, the sales volume of products with IP license is generally higher than that of similar products without IP license. 92.9% of the respondents said that the sales of authorized products increased to varying degrees compared with similar products without IP, and 92.9% of the respondents said that the sales of authorized products were higher than that of similar products.

When the franchisee chooses IP for authorization cooperation, the popularity and influence of IP (80.4%), the current activity and popularity of IP (58.0%), and the matching degree of IP and our company’s brand tonality (41.9%) are important factors for the franchisee to consider.

Survey and analysis of consumers’ purchase of authorized products after 1995

In this consumer survey, the China Games Association conducted a special survey on the post-95s (born in 1995-2000). In 2020, the proportion of authorized product / service consumers after 95 is the highest in the whole year, accounting for 4-6 times, reaching 41.6%. Young people after 95 prefer and are used to consuming authorized products.

The channels for post-95 consumers to buy authorized products are divided into online and offline, and most consumers prefer both. Among the online channels, tmall (22.8%), Jingdong (19.4%) and Taobao e-commerce (17.1%) were the top three online shopping platforms for purchasing authorized products after 1995.

The main offline channels for post-95 consumers to buy authorized products were franchised stores / independent stores (29.3%), followed by convenience stores / community stores (17.9%) and department stores (15.0%). It is worth noting that, due to the epidemic situation in 2020, the proportion of convenience stores / community stores’ purchase channels is growing rapidly.

95 the top three social media platforms that consumers often use and use after tiktok are WeChat (69.6%), jitter (50.8%) and micro-blog (44.6%). In addition, station B (35.4%) and QQ (23.7%) are also important platforms they often use.

For similar products with or without IP authorization, consumers after 1995 generally accept that the price of IP authorized products is higher than that of similar products. In 2020, 92.9% of post-95 consumers purchase authorized products at a price higher than that of similar products, and 60.7% of post-95 consumers actually purchase authorized products at a price more than half higher than that of similar products.

This white paper analyzes the current situation of China’s brand licensing industry from the perspectives of China’s licensors, licensees, authorized product market and authorized product quality. Through the investigation of licensors, licensees, channel providers and consumers, we can see the development trend of brand licensing industry with big data, provide the industry development trend and market demand for the development of China’s licensing industry, and further clarify the development direction. Read more: China Games Association: development of China’s brand licensing industry in 2018 ttcsp: global think tank report in 2019 (270 pages) China Institute of information technology: Research Report on governance modernization in the digital age in 2021 (with download) top 10 research progress of machine learning in 2020 slashdata: developer group status report in the third quarter of 2020 Deloitte Consulting: 2021 technology trend report we interviewed top20 app to see him What data and indicators are our operations analyzing? Chinese Academy of Sciences & Kerui Weian: 2020 research frontier (with download) stack overflow: 2020 JetBrains: developer ecology report 2020: the road to data science European Commission: European data strategy – Chinese Version (with download) Shence data: 2020 white paper on enterprise refined operation (with download) development trend of data desensitization technology and industry application accuracy vs speed – what can data scientists learn from search?

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