ART LICENSING
THE DRIVING FORCE OF ART THAT MAY EMPOWER INDUSTRIES TO DEVELOP WITH SUSTAINABILITY
艺术授权——艺术赋能产业发展的新动能及其风险管控 In the last thirty years, China has grown into the Top
Coincidentally, in
3 of the World’s Largest Art Market, in 2011, China
art licensing, China
even took the largest share of the World Art Market,
(Hong Kong SAR
which represented 30% of the global art business sales
included) has also
revenue. Since then, China has been playing a stable role of being the No. 2 or No. 3 in the market. According to The Art Basel and UBS Global Art Market Report 2019, the global art business in 2018 reached US$67.4 billion, China was the No. 3 in the market, representing 19% of the global art business sales revenue. Besides, according to the TEFAF Art Market Report: The Chinese Art Market (2019), China has more than 20 art fairs a year and over 4000 galleries now. In China, people’s passion and love for art are much more beyond art collection, instead, people are
grown into Top 3 in the world. According to the Annual Global Licensing Industry Survey 2019 Report, the United States, United Kingdom and China are Top 3 in the world in retail sales of licensed merchandise in art licensing, which represent 61%, 8.5% and 7.9% of the global total sales. In 2018, the global retail sales of licensed merchandise grew to US$280.3 billion, although art licensing constituted only 1% of that, it has been the category grew the fastest for
more interested in artistic lifestyle in which art are
consecutive recent years, with a YOY increase at
comprised and embraced in dining, drinking, playing,
9.5% for Year 2017 and 2018, and a YOY increase
clothing, living, travelling, and almost in everything,
at 39.4% for Year 2016 and 2017, which was much
in one word - lifestyle. Of all people who enjoy art
much higher than any of the other categories.
as lifestyle, including these who crazily fought for the KAWS x Uniqlo T-shirts, these who were born in
So, what is the magic power of art licensing, why it can
the 1990s - who love wearing the “Lu Duan” sweater
empower industries? Let’s do an analysis step by step.
jointly developed by Li Ning and the Palace Museum,
过去30年间，中国已成长为全球前三大艺术市场，并曾在
or you and I who might fly to Guangzhou solely for the purpose of spending some time in Van Gogh SENSES Bistroin Guangzhou K11, to enjoy eating, drinking and playing, art inspires us all and makes us happy, thanks to the joy from art, art licensing and the industries it empowers. In your morning milk time, you start with a new Yili collection milk called “Satine Jersey British Treasure”, per license from the British Museum, when you walk into the meeting room in office, a stunning new PC catches your sight, it is Lenovo’s “AIO AIO 520X Max”, which Lenovo newly developed per cooperation with the Palace Museum, presented as a co-work of high technology amd unique Chinese cultural heritage. You have a business trip to take, so you quickly pack with your Samsonite Keith Haring and run for airport, when you get there, an AR show is on in Terminal 1 hall, with Monet’s classic paintings... As you may see, art is with you, empowered by art licensing...
40
2011年跃居世界之首、占全球艺术品总销售额30%，此后
稳居世界二、三。根据2019年《巴塞尔艺术展与瑞银集团环 球艺术市场报告》 ，2018年全球销售总额美元674亿元，中
国列第三、占19%。2019年TEFAF《中国艺术市场》报告指 出，中国已有艺博会20余家，画廊4000余家。
而在中国，人们对艺术的爱好和热忱已远不拘泥于艺术品 收藏，已融入吃、喝、玩、乐、衣、住、行等各方面，简言之，生 活方式。不论是疯抢优衣库和KAWS联名款T恤衫的消费 者、还是身着李宁故宫联名款“甪端”卫衣的90后，或是偶
尔打飞的去广州、只为在K11梵高艺术餐厅看看吃吃喝喝
玩玩的你我，艺术时不时地点亮着我们的生活。而这一切， 都得益于艺术授权及其所赋能产业：早餐喝的牛奶，是伊 利新品 -“金典娟姗×大英博物馆”典藏版，公司开会，用
的是联想新机 - 故宫合作“龙定乾坤 AIO 520X Max”一
体机，出差，提起新秀丽Keith Haring拉杆箱就走，到机场
了，看到莫奈经典画作的AR装置展……无处不在的艺术， 无处不在的艺术授权。
LICENSING INTERNATIONAL GREATER CHINA & S.E. ASIA