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授权概览中国

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授权概览中国孩子的钱最好赚 — 这是中国消费市场上的一种说法。根据国家媒体《经济日报》的最新报道，中国的儿童商品和服务市场规模已扩大到 4.5 万亿元人民币（6950 亿美元），涵盖了童装、食品饮料、体育器材和各类课外活动。

授权概览中国

儿童经济蓬勃发展随着家庭收入的增长，中国的儿童商品和服务市场持续增长。中国的儿童商品和服务市场价值近 7,000 亿美元，而一项调查显示，中国家长花在孩子身上的钱通常都占到家庭开支的 30% 至 50% 推动儿童市场发展的是中国城市里富裕的家长越来越重视孩子的健康和全面成长。根据国家统计局的数据，北京居民去年的年均可支配收入约为 6.9 万元，而全国城镇居民的这一数字为 4.4 万元，农村居民为 1.7 万元。而根据分析公司 QuestMobile 发布的《2020 年儿童经济洞察报告》，近半数的受访家庭表示自己的总体支出中有 30% 至 50% 被用在了孩子身上。除了日常用品外，他们还主要把钱花在了教育、娱乐以及音乐等培训课程上。报告称，年龄在 25-40 岁之间并且家里有 12 岁以下孩子的父母中，有近 90% 的人每月会在孩子身上花 1000-5,000 元人民币。这样的消费自然就让全国各地的购物中心赚到盆满钵满，特别是是那些既能满足父母又迎合孩子需求的综合商场。在北京丰台区的银泰购物中心，管理层正在考虑增加专门针对家庭娱乐和儿童教育的门店数量。“我们的大多数消费者年龄都在 35 至 45 岁之间，其中大多数都是孩子家

长，”一位发言人透露说。报告显示，滑雪、骑马、游泳、烘焙和乐高成为了中国家长与孩子最喜欢的活动。根据中国线上旅游公司 — 携程旅行网 (Trip.com) 一月份公布的一份报告，中国的富裕家庭在旅行时也更喜欢选择入住高质量的酒店。报告还显示，大多数带孩子出行的家长年龄都在 40 岁以下，而其中一半喜欢选择四星及五星级酒店。然而，由于数十年来推行的独生子女政策，以及社会对家庭和婚姻的态度转变，导致了中国的人口出生率直线下降，从而导致了孩子的人均支出增加。最近公布的初步数据显示，2020 年的人口出生率下降

授权概览中国采访了 IMG 品牌授权部亚洲高级副总裁 Miki Ya ma moto ，了解更多关于 IMG 在中国的各种授权项目。 Miki 在日本与她的中国团队紧密合作，虽然她经常都会到访中国，但中国政府的旅行限制使得她近期无法前往中国。我们请 Miki 介绍一下 IMG 在授权方面的主要发展现状。她从芝麻街开始讲起，谈到了芝麻

了约 15%。报道称，出生率下降的原因包括住房和教育成本攀升，以及年轻女性越来越排斥婚姻。2019 年，结婚率创下了十四年来的新低。

中国公安部发布的数据显示，2020 年的新生儿登记人数为 1003.5 万， 2019 年为 1180 万。而 2019 年的数字原本就已是自中华人民共和国于 1949 年成立以来的最低点。登记数据还突显了持续的性别失衡问题。近 53% 的新生儿是男孩，比女孩人数约多出 54.5 万。人口迅速老龄化，但却没有足够的能力赡养所有的老人，因此下降的人口出生率给中国经济敲响了警钟。到 2050 年，预计将有约三分之一的人口年龄将超过 60 岁；而中国社会科学院 2019 年的一份报告称，国家养老基金可能到 2035 年就会耗尽。

授权概览中国

街、优衣库和艺术家 KAWS 的合作在中国所取得的巨大成功。 “第一阶段的时装产品已于 2018 年夏季面向全球推出，而中国录得了所有国家和地区中最高的销售额。”Miki 解释道： “周杰伦、藤井夏恋、罗杰·费德勒和上西怜等名人都穿过这个系列的时装。在 2018 年冬季至 2019 年春季的第二阶段产品上市之际，吸引了很多中国消费者在优衣库门店前排队，而由 KAWS 设计的芝麻街毛绒玩偶很快就被抢购一空。” “芝麻街还尝试通过‘芝麻街英语学校’将自己的教育业务拓展到中国。截至 2020 年，它已在中国开设了约 200 所学校。但请注意，IMG 的重点是推动时尚合作及授权产品，帮助芝麻街成为中国年轻人及更多家庭的生活方式品

牌；我们与‘芝麻街英语学校’并无任何工作关系。” 在品牌方面，事实证明 Jeep 非常受欢迎。“我们目前在中国约有 3,000 家 Jeep 服饰店，此外还有眼镜、箱包等产品在其他配件专柜销售。受疫情影响，如今越来越多的人们热衷于户外运动，而 Jeep 的户外用品成为了他们的热门之选。” 在体育方面，中国消费者对欧洲足球俱乐部的商品有着很大的需求。“我们是尤文图斯和曼城在中国的授权代表。去年，我们帮尤文图斯促成了一笔重要的服装交易，而他们的时装旗舰店将在今年春天登陆天猫。”曼城在天猫国际已经开设了一家中国旗舰店（由 Fanatics 管理而不是 IMG）。 IMG 正在帮助曼城携手当地企业，继续开拓中国各地的休闲时尚商品市场。 “在中国足球方面，中超联赛 (CSL) 很受欢迎，而政府也一直在扶持中超联赛的发展，并鼓励向欧洲联赛学习。中超联赛目前的运作方式更像是美国足球职业联赛 — 包括商品在内的一切事务都集中管理，各家俱乐部并无独立自主的管理权。在赞助和媒体版权方面，IMG 目前正与中超联赛展开合作。”

授权概览中国

中国的网上零售额已超过零售总额的 50%

IMG 发展在中国的授权业务

截至 2021 年，中国的零售总额中有 52% 源自电子商务，而整个国家/地区的大部分零售都发生在线上尚属全球首例。这比 eMarketer 去年得出的 44.8% 的研究结果有所提高。世界上没有任何其他国家或地区能与之相提并论。继中国之后，电子商务占零售总额比例第二高的国家是韩国，今年的网络零售额占到了零售总额的 28.9%。英国以 28.3% 紧随其后，位居第三。有趣的是，美国远远落在了后面，只有 15% 的零售源自网络，预计到 2022 年这一数字将上升到 16.2%。尽管美国在整体零售额上仍领先于中国（2020 年美国的零售额为 5.506 万亿美元，而中国为 5.13

那么，Miki 及其中国团队未来将如何发展。“IMG 是《堡垒之夜》和《彩虹六号》的中国授权代理商，随着这些电子游戏和电竞项目在中国的受欢迎程度持续上升，我们渴望扩大这些电子游戏和电竞项目的规模与品牌。”

万亿美元），但在 2021 年，中国的电子商务金额将领先美国近 2 万亿美元。根据 eMarketer 的调查，多重因素推动了中国的电子商务突破 50% 这一门槛。其中也包括社交电子商务 — 去年在中国的增长达到了惊人的 44.1%，而今年将继续增长 35.5%，金额达 3632.6 亿美元。相比之下，美国今年的社交电子商务总额才约为 360.9 亿美元。据 eMarketer 预测，中国明年的电子商务占比将上升到零售总额的 55.6%。只有两件事能阻止这种强劲的增长。首先，由于中国的经济引擎早已今非昔比，因此预计未来几年里，中国的整体零售销售增长将比过去十年受到更大的限制。其

次，中国还有几亿人根本没有上网，因此这些消费者带来的增长仍尚需时日。那么，是什么推动了这种非凡的增长模式呢？事实上这源自于多种因素。第一，社交电子商务。据估计，中国的社交电子商务去年增长达到了惊人的 44.1%，而今年将继续增长 35.5%，金额达 3632.6 亿美元。此外，微信小程序也起到了推波助澜的作用。尽管腾讯的超级应用在中国已经存在了近十年，然而直到最近，它的界面才开始巧妙地推动第三方电子商务的发展。微信小程序让企业能够更好地利用微信用户群，事实证明，它们无论是在商家还是消费者中都广受欢迎。另一个因素是拼多多 (PDD)。这

中国电子商务销售额 — 2019 年至 2024 年预测万亿 + 占零售总额的百分比（线上及线下）

$3,565

电子商务销售总额占中国总销售额的百分比

$3,085

苏菲长颈鹿迎来新的被授权商

在最近几个月里，苏菲长颈鹿 (Sophie la giraffe) 迎来了四家进入中国市场的被授权商。 Play&go Soft 是专注于儿童用品的比利时品牌。Play&go（去玩）是一种创新理念，它为宝宝推出了一款游戏垫，同时还可用作收纳袋或

MOLANG 兔在亚洲的活动

$3,331

$2,779 $2,297 $1,801

34.1%

44.8%

52.1%

55.6%

57.0%

58.1%

2019

2020

2021

2022

2023

2024

注：包括线上购买的产品和服务，但不包括旅行和活动、缴费、税金、餐饮服务和赌博。不包括香港来源：emarketer.com

为了庆祝农历新年牛年，Millimages 在亚洲各地庆祝一系列即将到来的授权协议和令人兴奋的新广播节目。 Molang 继续其在亚洲的全球推广步伐 — 从新加坡最卡哇伊餐厅的时尚 Pop-up Café 到最新玩具与家居用品系列。其中包括 2 月在新加坡播出的 Molang Pop Up x Kumoya

消费类电子品牌被授权商在中国打开成功之门的两把钥匙 LMCA Asia 在中国上海的办事处代理了中国和东南亚地区最具标志性的全球消费电子品牌。随着中国政府持续专注于本国消费市场的发展，消费类电子授权行业的发展机会比比皆是，但未来数年的市场竞争势必不断加剧，这就要求各家公司寻找新的方法来实现产品差异化，同时还要开拓新的消费群体，以便保持业务增长。如今，即使是在消费电子领域中一些中国最大的本土品牌，也正在与国际品牌建立授权合作伙伴关系，以服务于更多的富裕消费者并创造更高的利润。但在消费电子领域，成功管理一个授权企业品牌离不开大量的投资，而且还要与授权商携手合作。专职团队 — 首先，被授权商必须准备投资组建一个专职团队，由各主要学科的专业人员来为授权计划

房胜负已分。中国将是其在全球范围内最大规模的院线上映计划，但万达集团旗下的传奇影业却与美国发行商华纳兄弟公开撕破了脸皮。传奇影业扬言要对华纳兄弟采取法律行动，因为后者决定在首映日当天将 2021 年的全部影片交由 HBO Max 发行。Netflix 曾经出价 2.5 亿美元

提供支持。被授权商至少要有专门的人员，涵盖一般管理、产品设计/开发、产品管理、销售、市场营销和客户服务等方面。直接从现有品牌或企业借用资源似乎看起来很划算，特别是在计划开发的早期阶段，但计划的长期成功还是要取决于每天都有哪些资源可以让品牌得以生存和发展。与授权商的沟通与合作 — 有效的授权合作关系就是伙伴关系！作为品牌所有者，在允许被授权商使用自己的品牌时，有时这些被授权商远在半个地球之外，授权商最担心的问题之一就是，如果被授权商将品牌用在开发不足或次品上，那么品牌在消费者的眼中可能就会“受损”。同样，如果品牌的营销材料和信息与全球其他市场的信息和定位不一致，就会造成与消费者脱节，好比被授权商无法提供强

有力的客户服务，让消费者对品牌大失所望一样。每份商标特性协议 (TMLA) 都包含了授权商的审批权，这样他们就能与被授权商携手开发产品、市场推广材料以及操作流程，从而支持品牌的长期价值并建立互惠互利的合作伙伴关系。为了减轻授权商的担忧，合作伙伴需要实施强有力的流程来相互沟通，一旦制定这些流程并达成了一致意见，就必须由被授权商来推动。例如，在大多数情况下，授权商与本地市场的联系不够紧密，因此无法了解授权产品的竞争环境。被授权商需要明确每款产品为当地消费者带来的价值主张，而且被授权商还需要推动产品的开发来满足消费者的需求，同时与市场上的其他品牌/产品展开有效竞争。然后，授权商将评估产品的设计和计划的功能，以及产品本身的生产前样品，以确保这些产品与品牌在全球其他市场中的定位和整体 DNA 均保持一致。为了让产品开发和生产日历按计划进行，被授权商需要主动代表合作伙伴来管理这些日历。因此，尽早发现可能导致不必要延迟的潜在问题，从而使业务能够尽可能平稳地运行。授权合作并不总是那么轻松，但是通过投资一支高素质的专门团队来管理该计划，同时专注于与品牌合作伙伴的有效合作与沟通，被授权商就能为成功做好准备。 46

原创节目。第一个引人注目的系列将是《在碗深处》（共 52 集，每集 5 分钟），这是一部针对 8 至 12 岁儿童的搞笑系列，灵感来自著名的法国漫画 Le Fond du Bocal（作者：Nicolas Poupon）。该节目将 3D 动画与真人实景结合在一起，描绘出了奇妙的水族馆和美丽的鱼群，它们的经历反映了儿童的日常生活。腾讯视频将与荣获奥斯卡奖的卢森堡动画工作室 Zeilt Productions 共同制作该剧，并已获得全部资金（包括卢森堡电影基金会的资金），目前已在制作中。节目预计将于 2022 年播出，目前 Zeilt 和腾讯视频正在为该剧寻找发行合作伙伴。曾荣获英国电影和电视艺术学院奖 (BAFTA) 的 Sixteen South 是英国和爱尔兰领先的原创动画公司之一，专注于为全球儿童创作优质电视节目。其成功作品包括：澳大利亚收视率第一的儿童节目《Wildwoods》，在中国的数字

IPTV、内蒙古有线、广西有线、河北移动、江西移动播出。除了在电视上大获成功外，Molang 还凭借新的贴纸包和一款只在韩国发行的新手机游戏，以及在中国推出的一系列 Molang 微信贴纸包在数字领域继续大放异彩。

授权概览中国

随着大力水手 (Popeye) 在中国市场的影响力不断提高，King Features 着眼于 Olive Oyl 和热门游戏产业 Cuphead 的扩张。

要买下这部预算为 2 亿美元的大片，但华纳兄弟对此却秘而不宣。《哥斯拉大战金刚》是 Michael Dougherty 此前执导的《哥斯拉 2：怪兽之王》的续集，该片 2019 年在中国取得了 1.35 亿美元票房，比北美票房高出 2500 万美元。2014 年，《哥斯拉》系列的首部影片在中国取得了 7760 万美元票房，但中国当年的银幕数量远不及目前。 2006 年，Peter Jackson 执导的《金刚》在中国取得了 1270 万美元票房。十年之后的 2017 年，《金刚：骷髅岛》的中国票房比美国总票房略胜一筹。中国内地的票房为 1.68 亿美元，仅比北美高出 20 万美元。由于受新冠肺炎疫情的影响，《哥斯拉与金刚》曾多次跳票，华纳兄弟最终敲定影片将于 3 月 31 日登陆北美院线及 HBO Max。HBO Max 流媒体平台目前尚无在中国市场运营的计划。

Popeye 继续成为中国各地流行文化的宠儿。2020 年 6 月，Hearst 旗下的 King Features 和中国香港的本地代理商 Medialink 与香港的玩偶制造商 A hidden Lab 合作，推出了限量版“Creepy Popeye”艺术玩偶。由西班牙艺术家 Cote Escriva 设计，限量 300 个精心制作的黑胶人偶通过在线零售商 Thundermates 独家发售，并迅速售罄。Escriva 是一位来自巴伦西亚的插画师，他将街头艺术、经典卡通和纹身艺术融合在一起，形成诡异而又迷人的设计风格。他的作品曾在各种设计杂志上发表，并在洛杉矶、新加坡、巴塞罗那和瓦伦西亚等城市举办过许多集体和个人展览。在首次合作取得巨大成功之后，A hidden Lab 继 Popeye 发布之后，又在 2020 年 12 月推出了限量 300 个“Creepy Brutus” 艺术玩偶。Brutus 身高约 28 厘

中国不断发展的娱乐业工厂的全部股份。不过，好莱坞在中国的发展受到了一定的限制，因为中国政府对每年引进的外国电影采取配额制，目前这一配额是 34 部。由于中国电影的审查制娱乐业是如何快速发展起来度，想在中国制作或发行电影的？的外国制片人经常会被要求删娱乐公司在股市中年复一年的良好中国电影产业表现得益于两个主要原因。首先，中国电影产业开始将目光投向改电影中的场景，并且只允许随着中产阶级的人口不断扩大，可世界，通过出口电影来吸引世保留一小部分的票房收入 — 通支配的收入在不断增加，这使得很界各地的观众，直接与好莱坞常不超过总票房的 25%。竞争。2018 年，中国国产电多人有钱花在娱乐上。中国游戏产业其次，政府加大了对娱乐行业的投影的票房收入突破了 87 亿美游戏产业在中国是一个价值数十入，仅 2014 年的投入金额就高元。亿的大产业。数字游戏市场巨达 8 亿元人民币。在 2008-2009 此外，行业还完成了一些重大大，2018 年仅中国就有 6.2 亿人年全球经济陷入动荡之后，制定中交易，包括中国娱乐业巨头、在玩移动游戏、电脑网络游戏和主国“十二五”规划的决策者们试图美国第二大电影连锁店所有者机游戏。2018 年，中国游戏产业摆脱对出口的严重依赖，开始探索大连万达集团的大手笔。他们创造了约 300 亿美元的收入，超让经济变得更加多元化的途径。娱收购了美国好莱坞传奇影业公过全球游戏产业收入（约为 1150 司的控股权，该影业公司曾出资拍摄了《侏罗纪世界》等电亿美元）的四分之一，中国游戏市场毫无疑问成为了产业的中心。然影。另一方面，好莱坞也热衷于帮而，2018 年成为了中国游戏市场助电影筹资或者联合拍摄，以最艰难的一年，因为政府决定全年期立足中国电影市场，而梦工禁止推出一切新的视频游戏，以防厂就是一个例子。梦工厂与上止社会有太多的人沉溺于数字世界海文广集团当初于 2012 年合之中。禁令势必会对电子游戏公司资成立了东方梦工厂。后来，造成不利影响，像腾讯和网易丢失黎瑞刚的华人文化产业投资基的市场份额就分别达到了 25% 和金 (CMC) 陆续收购了东方梦 35%。尽管如此，行业还是走出中国娱乐业的发展远超整体经济的速度。事实上，娱乐业被认为对中国 GDP 总量至少做出了 5% 的贡献。

腾迅视频签订共同制作协议中国领先的在线视频流媒体平台腾讯视频今天宣布，已与欧洲领先的电影制片公司 Zeilt Productions、Sixteen South 和 Silvergate Media 达成了共同制作协议，旨在共同开发出具有全球影响力的新颖有趣的儿童节目。这三个协议标志着腾讯视频多年战略的开始，与欧洲领先的国际电影公司达成互惠互利的联合制作协议，将把学龄前的动画电视连续剧作为腾讯最受欢迎的儿童平台上的

最后，Angels Cosmetics 面向中国推出了两款采用安全原料的索菲长颈鹿香水：包含 96% 天然原料的淡香水以及包含 97% 天然原料的香氛护肤水。它们可单件发售并附赠一个磨牙环，并且还有毛绒玩具套装发售。

《哥斯拉大战金刚》即将登陆各大院线由华纳兄弟和传奇影业联合出品的《哥斯拉大战金刚》内地定档 3 月 26 日，提前北美和线上 5 天上映。此前，哥斯拉和金刚两个系列的电影在中国收获的票房都超越了北美，而且美国各大院线受新冠肺炎疫情的冲击仍处于关闭状态，因此这部最新影片尽管尚未上映，但票

George Williams 是 LMCA Asia 的总经理。George 是将品牌授权引入亚洲的先驱。他在战略联盟的谈判和管理方面代表主要国际品牌已有 20 多年。他在中国分销、营销和零售行业的内部运作方面拥有丰富的经验。George 拥有芝加哥大学的工商管理硕士 (MBA) 学位和科罗拉多学院的经济学学士学位。 www.LMCA.com

Café，以及 1 月由 Lotteria 在韩国推出的 Molang Figurines。 2 月还在韩国推出了 Aurora 设计的 Molang 迷你屋，3 月推出了 Aurora 设计的毛绒玩具。除此之外，Bearron Gift Co Ltd 推出的 Molang 文具即将亮相泰国亮相，而 Ciyan 的 Molang 床上用品系列也将在中国推出。 Millimages 最新的寓教于乐学前节目《小兔路易和小瓢虫尤可》（共 78 集，每集 7 分钟）最近已在中国 17 个不同的频道上线。无论是桥梁、滑雪缆车、风力涡轮机还是火箭；这些都不在话下！有了这个神奇的工具箱，路易和尤可可以不受限的创建任何东西。最有意义的是，路易和尤可会教孩子怎么做。该节目在爱奇艺、优酷、小米、创维、海信、CHIQ、康佳、天津 IPTV、山东 IPTV、河南 IPTV、北京 IPTV、山西 IPTV、深圳

授权概览中国

作者：George Williams，LMCA Asia

手提包。该产品已在中国发售。此外，在中国也能买到 Ilado 的孕妇铃项链系列。该项链有很多好处，让准妈妈能和肚子里的宝宝沟通。宝宝出生后，妈妈可以把孕妇项链装到安抚玩偶中。产品单件发售，同时也有 Bola 胎教铃与 Doudou 苏菲长颈鹿的套装。 Charlie Banana 是一个设计和生产可重复使用纸尿裤的环保品牌。团队希望设计出任何人都能放心用到宝宝身上的产品，相信他们会将品牌推荐给身边的朋友。Charlie Banana 精心挑选每一种面料，同时尽可能选择通过 Oeko-Tex 生态纺织品认证的供应商。Charlie Banana x 苏菲长颈鹿产品现已登陆中国，满足了很多重要且实际的父母与宝宝的需求。

平台上也很受欢迎；开创性的混合媒体动画系列《Lily's Driftwood Bay》，目前已在全球 125 个地区播出；二维动画《Claude》，该片已在欧洲、中东、非洲和澳大利亚的各个国家播出。Sixteen South 正在与腾讯视频联合制作，即将推出全新的原创 3D 喜剧系列。创意内容和授权公司 Silvergate Media 已经在中国取得了成功，凭借其专业知识和理解力为市场创作颇具吸引力的节目。其热门节目包括《彼得兔》和《希尔达》，此外还有火遍全球的《海底小纵队》— 亚洲领先的儿童 IP 之一。Silvergate Media 目前正在制作 CGI 动画喜剧系列，并将于 2022 年在腾讯儿童频道以及全球各大 SVOD 平台播出。 36

乐业（也称为文化产业）被列为了政府重点投资的产业之一。政府还谨慎地允许媒体和娱乐业吸纳外国投资，而与新加坡私募股权公司以及美国跨国媒体巨头时代华纳的合作就是这方面的范例。

Carla Silva

米，以 Escriva 标志性恐怖风格为特色，手臂、躯干和腿部切口部分露出骨头，原色和特制单色版 Brutus 人物业已售罄。 Popeye 和 Olive Oyl 是跨时代的经典角色，因此在 2020 年，King Features 和 Medialink 发现了新的商机，锁定年轻消费者，为他们打造数字文化与酷元素融合的品牌。随后，Medialink 又与华为软件技术有限公司合作推出了 Popeye 和 Olive Oyl 主题的系列表盘面，目前已在中国大陆上市。华为智能手表用户可以下载安装精选的表盘面，在手腕上呈现“清新的海洋风”。由于 Popeye 和他的朋友们在中国大受欢迎，King Features 和 Medialink 现在正在寻求新的合作伙伴和合作机会，充分利用 Olive Oyl 独特和独立的个性，在 2021 年及未来扩大其在中国的影响力。 “Medialink 继续采用全方位的方法，将令人惊叹的产品和服务关联起来，打造无缝的消费者体验。”Medialink 执行董事 Noletta Chiu 表示。“Olive Oyl 将成为女性市场的主角。她是一个具有独立人格的标志性人物，与现代女性的价值观一致。Medialink 将大力弘

扬 Olive Oyl 的品格精神，我们将致力于在中国和香港地区的女性商品市场争取新的合作。” King Features 和 Medialink 也看到了在中国继续发展屡获殊荣的游戏产业 Cuphead 的商机，并正在投资一家游戏收藏品公司，开发一系列 T 恤、毛绒玩具、配饰等，在漫画和游戏大会、快闪店、珍藏品零售渠道和在线商店为粉丝提供。2021 年对世界各地的 Cuphead 粉丝来说将是伟大的一年，因为 Cuphead 和 Mugman 正在付出双倍的努力，他们在 Netflix 上主演了有史以来第一个系列作品，并推出了备受期待的新热门视频游戏“最后一道美味”。世界各地的粉丝有望在今年看到新产品和合作产品问市。 “亚洲是一个有影响力的市场，通过 Medialink，我们策划了一场轰动全球的商品销售活动，旨在通过 Popeye 的艺术和收藏价值来吸引粉丝的目光。我们相信 Noletta 及其经验丰富的团队能够

Noletta Chiu

5.5 - 7.5. 2022

Spring 春天 2022

Spring 春天 2022 Co-Publisher Editor-in-Chief Francesca Ash francesca@totallicensing.com Co-Publisher Jerry Wooldridge jerry@totallicensing.com Editorial Director/ Editor Rebecca Ash becky@totallicensing.com Office Manager Helen Bowerman helen@totallicensing.com Subscriptions and Circulation www.totallicensing.com Japan Agent Roger Berman, ZenWorks rmb@zenworks.jp

Total Licensing China is published as a special issue of Total Licensing magazine.

English 中国人 Inspiration from the V&A...............................................................................6....................................................................................... 5 News from China......................................................................................... 14.................................................................................... 11 Warhammer Growth in China.....................................................................8.................................................................................... 10 Profile of the growing Chinese Film Industry......................................... 16.................................................................................... 50 Navigating the Metaverse.......................................................................... 27.................................................................................... 18 Boston Museum in China........................................................................... 23.................................................................................... 19 Collaborations for emoji.............................................................................. 20.................................................................................... 24 Licensing China - Preview........................................................................... 28.................................................................................... 28 China’s Top Retailers.................................................................................... 35.................................................................................... 43 The expanding world of Alibaba............................................................... 36.................................................................................... 32 Global Trademark Licensing....................................................................... 40.................................................................................... 47 Understanding Generation Z.................................................................... 52.................................................................................... 44 Unleashing the power of content............................................................. 56.................................................................................... 56 Understanding Chinese children............................................................... 60.................................................................................... 60 Spotlight on Universal Beijing.................................................................... 62.................................................................................... 62 Welcome to the March 2022 edition of Total Licensing China. Published, as always, in Mandarin and English, the magazine will have a significant presence at Licensing China in Shenzhen this Spring. Because of the continuing pandemic, the show has been postponed from 30 March/1 April to 5 - 7 May, once again alongside Toy & Edu China and Baby & Stoller China. This issue of Total Licensing China includes some fascinating insights into the Chinese marketplace. For the second year in a row, China retained its title as the world’s largest film market, overtaking the US with $7.4 billion against $4.48 billion in the US. Even prior to the impact of the Covid pandemic, China was running neck and neck with Hollywood collecting over $9 billion in box office receipts. In production, China is second only to India’s Bollywood and Chinese consumers will become ever more important for the global film industry. This issue also takes an in-depth look at Alibaba, a company now valued at excess of $140 billion.The company has enjoyed

meteoric growth in the last few years and Alibaba’s Teobao and Tmall are two of the world’s largest and most popular online retail marketplaces. Our cover story goes in-depth into the world of the Emoji Company who, through their Chinese agents Medialink have created collaborations with a number of new products and events. We also have features and profiles covering subjects as varied as the V&A, Warhammer, Global Trademark Licensing, the Metaverse, Generation Z, theme parks in China and more. Our next issue of Total Licensing China will be published in October, in time for the China Licensing Expo in Shanghai. We hope you enjoy this issue and find it useful. If you have suggestions for subjects you would like us to cover, or would like more information, of course just let us know. We look forward to hearing from you. Francesca Ash Co-Publisher

Jerry Wooldridge Co-Publisher

伦敦维多利亚和阿尔伯特博物馆 (V&A) 的获奖授权项目为多种产品类别提供了近乎无限的设计灵感来源。2021 年，V&A 在多个市场进行了精彩的首次亮相，其在多种类别产品上的供应数量和全球覆盖率也在持续增长。由于东亚仍然是 V&A 的关键市场，该博物馆与其在中国 (Alfilo Brands) 和韩国 (Infiniss) 的授

权代理商开展了密切合作，以扩大其产品种类。2022 年，V&A 计划推出一些全新产品，精彩值得期待。 2021 年，V&A 推出了 70 种新产品，扩大了 V&A 天猫旗舰店的产品种类，其中包括为庆祝农历新年而推出的新珠宝系列，其上饰有可爱的老虎图案。该系列产品的灵感来源于博物馆存档中一件 20 世纪 20 年代彩色装饰织物藏品的细节。天然红玛瑙颜色喜庆，自古以来就被视为一种幸运符。 “发”系列戒指象征着财富和繁荣，旨在为顾客带来好运。即使过了几十年，装饰艺术风格仍然散发着独特的魅力。V& A 拥有大量装饰艺术藏品，包括法国著名艺术家 George Barbier 所绘的时装插图，以及 20 世纪二三十年代的流行杂志，如《Art, Goût, Beauté》。受博物馆装饰艺术派插画的启

授权概览中国

发，V&A 官方天猫店推出了奢华丝巾和精致瓷杯，为顾客打造出优雅闲适的生活情调。通过与《小羊肖恩》的制作商阿德曼动画公司合作，V&A 为意大利运动品牌斐乐设计了一系列富有创意的童装。借助其装饰艺术图案藏品，V&A 在为斐乐设计明星动画《小羊肖恩》联名服装时，主要采用了 1926 年 Adam 和 Maurice Verneuil 为他们的书《Kaléidoscope: Ornements Abstraits》所创作的风格化设计和主题。新授权公司乐町推出了其首个时装与配饰系列。该系列的设计灵感来源包括 William Morris 的壁纸印花图案、Léon Bakst 的芭蕾舞服装设计，以及 20 世纪 30 年代由英国纺织品商人 Tootal Broadhurst Lee 设计的连衣裙面料。该系列产品超过 24 件，包括连衣裙、单品、围巾和发饰。此外，该品牌已确定将于 2022 年春季推出新系列。去年夏天，女装品牌 Cocoon 推出了 6 个品质卓越的系列产品，包括多功能 T 恤、连衣裙和针织衫。首个系列名为“ 航海”，改编自该博物馆的各个藏品，包括 V&A 藏品中一本植物学的精装书、Iznik 陶器和海洋主题的设计和织物。丰富有趣的产品系列以精美插图描绘，体现出博物馆的珍贵藏品及其内涵，并将多种设计灵感融入日常服

装，包括经典儿童故事《爱丽丝梦游仙境》和《穿靴子的猫》。为了庆祝博物馆举办的“ 爱丽丝：越奇越怪”展览，全球许多特许商从博物馆藏品中吸取灵感，推出新产品，其中 Wekkii 以维多利亚时代艺术家 John Tenniel 为文学经典《爱丽丝梦游仙境》创作的一系列插图为灵感，推出了儿童玩具系列。Tenniel 异想天开的绘画作品被重构成玩具积木，让儿童能够跟随爱丽丝的旅程，穿过蜿蜒的风景，并体验爱丽丝跌入兔子洞后经历的奇妙故事。今年年末，该公司将推出 6 个新授权的产品系列，包括时装、床上用品和科技配件。最后，非常激动人心的是，2022 年，V&A x 周生生联名珠宝店已在中国香港 K11 人文购物艺术馆隆重开业，将为顾客带来前所未有的珠宝购物体验。顾客将会被一个全新的现代珠宝世界所震撼，同时展出的还有一些欧洲艺术和设计实例，帮助顾客理解其灵感来源中的浪漫、情感和工艺。这次活动真正巩固了 V&A 和零售商之间长达 15 年的长期合作。V&A 的门店促销活动即将开始，并将于今年年末在澳门伦敦人度假村开设第二家 V&A x 周生生联名门店。

TOTAL LICENSING CHINA The award-winning licensing programme of the V&A (Victoria and Albert Museum, London) offers an almost infinite source of design inspiration for a multitude of product categories. 2021 saw some fantastic debut launches for the V&A and the continued growth of its product offering and global reach across a multitude of categories. East Asia is still a key focus and the museum works closely with their licensing agents in China (Alfilo Brands) and South Korea (Infiniss) on expanding product categories. With some exciting launches scheduled for 2022, there’s plenty more to look forward to. The V&A launched 70 new products in 2021, enhancing the wide range of products on the V&A’s Tmall flagship store, including a new jewellery line featuring a lovely tiger motif in honour of the Lunar New Year. Inspired by a detail from a colourful 1920s furnishing fabric held in the museum’s archives. Natural red onyx in a festive colour has been seen as a lucky charm since ancient times. The “Fa(fortune)” ring wishes you very good fortune, signifying wealth and prosperity.

Even decades later, the Art Deco style still exudes its unique charm, and the V&A houses a large collection of Deco pieces, including stylish fashion illustrations by renowned French artist George Barbier and popular 1920s and 1930s magazines such as ‘Art, Goût, Beauté’. Inspired by the museum’s archive of Deco illustrations, the V&A’s official Tmall store launched a luxurious silk scarf and a delicate porcelain mug, helping customers to create an elegant and casual look. In collaboration with Aardman, the artists behind Shaun the Sheep, the V&A created an inspired range of children’s clothing for Italian sportswear label, FILA. Celebrating Art Deco patterns held in the V&A’s archive, the designs for FILA’s Heroes: Shaun the Sheep were based on stylised designs and motifs created by Adam and Maurice Verneuil in 1926 for their book Kaléidoscope: Ornements Abstraits. New licensee, LEDiN, launched its debut range of fashion and accessories. Designs in the range include wallpaper patterns by William Morris, ballet designs by Léon Bakst and 1930s dress fabric by British textile merchant Tootal Broadhurst Lee. The collection has over 24 pieces, including dresses, separates, scarves and hair accessories. A second collection is confirmed for Spring 2022. Womenswear brand Cocoon launched an impressive six collections last summer, comprising of versatile tees, dresses and knitwear. The first collection, ‘Voyage’ was the result of various adapted museum objects, including an elaborate book on botany, Iznik ceramics and marine-themed designs and fabrics from the V&A’s collection. The playful range is beautifully illustrated, reflecting the museums incredible objects and their stories, crafted into wearable daytime designs, including several designs inspired by classic children’s tales Alice in Wonderland and Puss in Boots. In celebration of the museum’s exhibition Alice: Curiouser & Curiouser, many licensees globally used archival inspiration to launch products, including Wekki who introduced children’s playsets that were

inspired by the V&A’s collection of illustrations by the Victorian artist John Tenniel for the literacy classic, Alice’s Adventures in Wonderland. Tenniel’s whimsical drawings were reimagined into building blocks that follow Alice on her journey through the winding landscapes and obscure events that take place following her tumble down a rabbit hole. There are six new licensed ranges launching later this year including fashion, bedding and tech accessories. Finally, and very excitingly, 2022 has already seen the ground-breaking launch of the first V&A x Chow Sang Sang Jewellery store in K11 Musea, Hong Kong, with a never-beforeseen jewellery shopping experience. Customers will be guaranteed to marvel at a whole new world of modern jewellery presented alongside some examples of European art and design that conjures up the romance, sentiment and craftmanship that inspires it. This is a real cementation of the long-term collaboration over 15 years between the V&A and the retailer. The V&A eagerly awaits the promotional events in store and a further V&A x Chow Sang Sang store in The Londoner Macau later this year.

授权概览中国

WARHAMMER Warhammer is just a year away from its 40th anniversary and, across Europe and North America in particular, its millions of fans and a retail distribution of over 6,000 stores, including over 500 Warhammer branded stores, means it enjoys high awareness with scifi and fantasy fans. The past few years have seen amazing growth for Games Workshop, owners of Warhammer, with record profits and one of the fastest growing shares on the London Stock Exchange.

GROWTH IN CHINA Sales of Warhammer licensed products from partners such as Marvel Comics, McFarlane Toys and Funko have also skyrocketed. As have sales of the vast library of Warhammer novels and the Warhammer magazine - White Dwarf. And last summer saw the launch of Warhammer+, a subscription service offering multiple Warhammer animation series’, weekly in-house Warhammer hobby shows and a digital vault of classic Warhammer publications, to help feed fans’ need for more content and products. Off the back of all of this growth the Warhammer IP is looking to replicate this success in China where it is seeing good initial interest. China is already a top market for Warhammer’s portfolio of licensed video games,

demonstrating the appetite for the different Warhammer settings. From the fantasy of The Old World and Age of Sigmar to the grimdark of the 41st millennium as shown in Warhammer: 40,000, Chinese fans are keen to learn and engage more. Mobile gaming app Freeblade saw millions of downloads in China and other licensed games such as Vermintide and the Total War: Warhammer trilogy have also done well in the territory. Total War: Warhammer 3 which launched in mid-February was highly anticipated in China, not only due to the fan base already established but also due to the expansion of the game to include ‘Cathay’, a playable army inspired by mediaeval China. The trailer announcing Cathay’s inclusion saw a fantastic reaction from video game fans in China and millions of views. The announcement trailer for Space Marine 2, the highly anticipated sequel to the multi-million selling cult-classic, debuted to 85 million live viewers as part of the Game Awards at the end of last year also had a great reaction in China raising expectations that the game will do well in the territory. This appetite for Warhammer in China, ignited by successful video

games has already begun to translate into consumer product sales. Chinese licensees already signed include Milky Way for jewellery and accessories and JOYTOY for action figures. JOYTOY have seen fantastic success with a range of figures based on Warhammer 40,000 which have not only seen huge sales in China but they have also been sold exclusively through Games Workshop’s network of over 500 stores around the world. With awareness on the rise and demand in China growing for all things Warhammer the team are keen to capitalise on this and James Zhang, based in Shanghai, joined the licensing team in 2019 to expand the number of licensed categories and gain shelf space and visibility at retail. With new video games slated to launch throughout 2022 and well into 2023 the growth of Warhammer in China looks set to continue.

《战锤》授权概览中国

距离《战锤》发行 40 周年仅剩一年，该游戏拥有数百万粉丝和 6000 多家零售店，主要位于欧洲和北美洲，其中包括 500 多家《战锤》品牌旗舰店，这意味着该游戏在科幻迷和奇幻迷中享有高知名度。在过去的几年里，《战锤》的发行商 Games Workshop 取得了惊人的发展，获得了创纪录的利润，并成为了伦敦证券交易所增长最快的股票之一。

在中国发展

对于 Marvel Comics、McFarlane Toys 和 Funko 等合作伙伴而言，其《战锤》授权产品的销量直线上升。许多战锤小说和战锤杂志《白矮人》的销量也大幅上涨。去年夏天，随着订阅服务 “战锤+”的推出，粉丝在订阅后可以观看丰富的《战锤》系列动画、每周的会员《战锤》爱好节目和经典《战锤》出版物的数字库，以满足粉丝对更多内容和产品的需求。经过所有这些发展，战锤 IP 开始寻求在中国取得同样的成功，其认为中国市场能带来可观的初始利益。中国现已成为《战锤》授权电子游戏系列产品的重要市场，这表明玩家喜欢《战

锤》的不同设定。从《旧世界》和《西格玛时代》的奇幻到《战锤 40000》中设定的第 41 个千年的恐怖黑暗，中国粉丝热衷于了解更多信息，并参与更多活动。手机游戏应用程序《自由之刃》在中国突破了数百万的下载量，《末世鼠疫》和《全面战争：战锤》三部曲等其他授权游戏也在该地区取得了良好销量。《全面战争：战锤 3》于 2 月中旬发行，其在中国备受期待，这不仅是因为该游戏已经建立了粉丝基础，还因为其新增了 “震旦”派系供玩家选择，该派系的设计灵感来源于中世纪的中国。预告片中公布震旦派系的加入后，中国的电子游戏粉丝反响热烈，使该视频获得了数百万的浏览量。去年年底，在游戏大奖典礼上，这部销量数百万的经典之作的续集《杀无双 2》的预告片在 8500 万名现场观众面前首次亮相，备受瞩目。这个消息也在中国引起了巨大反响，人们对于该游戏在中国的发展更加期待。中国市场对《战锤》的兴趣来源于该电子游戏的成功，并且已经

开始转化为消费品销售。中国已经和多个供应商签订了授权协议，其中包括珠宝和配件供应商 Milky Way 和人偶供应商 JOYTOY。JOYTOY 凭借一系列以《战锤 40000》的人物为原型的人偶取得了巨大成功，不仅在中国创造了极佳的销量，还通过 Games Workshop 在全球各地的 500 多家门店网络进行独家销售。随着中国市场对《战锤》所有相关产品的认识逐渐提高，需求不断增长，该团队希望利用这一点增加授权产品的类别数量，并在零售店获得货架空间，提高知名度。2019 年，James Zhang 加入了授权团队，并且常驻于上海。电子游戏新作计划将在 2022 年和 2023 年推出，《战锤》似乎将在中国持续发展。

Smiley 与青岛啤酒开展合作

授权概览中国

Smiley 公司与中国领先的啤酒品牌青岛啤酒进行了独家合作。这款限量版系列啤酒将在中国大陆发售。以快乐、积极和表达自我为宗旨的 SmileyWorld 与潮流驱动品牌青岛啤酒联名，通过一项以创造“快乐星球” （充满快乐的人）为中心的活动，提供了一个与年轻人互动的完美平台。该合作于去年年底推出，其主要特色是在数百万青岛纯生啤酒罐和啤酒瓶上进行音乐相关设计。通过在啤酒罐上装饰 8 个 SmileyWorld 图标，包括专为该活动设计的定制图标，青岛啤酒和 SmileyWorld 鼓励人们通过 Smiley 笑脸表达自己的态度。同时，这两个品牌还设计了一款限量版啤酒瓶，意在让人们共享欢乐：当两个瓶子放在一起时，就会形成一个完整的 Smiley 笑

脸，展现出友谊和分享的力量。在电视广告、网络、社交媒体等全方位营销活动的支持下，其创作的宣传内容在微信、微博、小红书和抖音上广为传播。青岛啤酒品牌代言人华晨宇是一位作曲人，在微博拥有 4000 万粉丝，在抖音拥有 700 多万粉丝，他也通过网络和社交媒体宣传了本次合作。 SmileyWorld 首席执行官 Nicolas Loufrani 表示： “青岛啤酒是中国最具标志性的啤酒品牌，在吸引潮流驱动的消费者方面是 SmileyWorld的理想合作伙伴。为了吸引中国消费者，Smiley 工作室创作了一套全新的定制设计，并与青岛啤酒的朋友们共同开展了一次精彩的活动。这再次证明了 Smiley 工作室团队的才华，以及我们与世界上最专业的品牌和机构合作的能力。”

正宗品牌集团 (ABG) 宣布与其长期合作伙伴及公认全球高端品牌领导者联亚集团签署长期授权协议，成为锐步在中国大陆、中国香港、中国澳门和中国台湾地区的核心授权商和运营商。通过签署锐步授权协议，ABG 拓展了其目前与联亚集团的关系，联亚集团是 ABG 旗下其他主要品牌的运营商，包括 Nautica 和 Spyder。联亚集团将负责锐步品牌在中国大陆、中国香港、中国澳门和中国台湾的零售店、电子商务运营和批发销售业务。授权产品包括男士、女士和儿童鞋类，以及男士、女士和儿童运动服、外套和休闲服。联亚集团董事长兼首席执行官 Peter Wang 表示： “我们很高兴能与 ABG 建立长期的合作关系。锐步是一个备受欢迎的品牌，我们对该品牌在 ABG 旗下的发展方向和全球战略的发展充满信心。同时，锐步也是一个

拥有悠久传统和强大实力的品牌，而我们在该地区管理高端品牌方面拥有 35 年以上的经验，很期待将其运用到该品牌的运营中。” ABG 创始人 Jamie Salter 表示： “经过多年的合作，我们已经与联亚集团建立了信任关系，也很高兴他们能够在大中华区担任锐步的运营商角色，以延续我们共同取得的成功。为了巩固该品牌在这个关键市场中的定位，我们的战略重点一

一位来自青岛啤酒的发言人表示：“ 我们的纯生啤酒和 SmileyWorld 开展了合作，用全新的 SmileyWorld 设计重构我们目前的包装。新款啤酒罐和啤酒瓶设计时尚有趣且富有创意。通过创造这种影响力和吸引力兼具的潮流驱动产品，我们在啤酒行业和时尚生活行业之间建立了联系。我们相信，我们两个品牌的合作将为消费者带来更多新颖奇特的体验。”

正宗品牌集团与联亚集团就锐步品牌签署长期授权协议

直都是确保在该地区找到专业的运营合作伙伴。” 在锐步品牌的所有权从阿迪达斯正式转让到 ABG 后，该协议开始生效。本次交易预计将于 2022 年第一季度完成。

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授权概览中国

正宗品牌集团为庆祝农历新年开展全新合作

家乐氏的东尼虎

为了迎接农历新年，正宗品牌集团 (ABG) 推出了一系列假期特别活动、合作和系列产品。随着农历新年的到来，Nautica 中国邀请了全国顶级的关键意见消费者和关键意见领袖以及演员檀健次，在一次活动中发布了其为庆祝春节假期而推出的最新系列产品。该品牌还发布了限量版礼物，包括季节限定毛毯和马克杯。在 2022 年北京冬奥会开幕之前，Spyder 中国和设计师 Rico Lee 为该品牌推出了农历新年胶囊系列，包括红色和黑色的连帽衫、夹克和外套，视觉效果醒目动人。该系列的创作灵感来源于首都的现代建筑和古老地标。 Juicy Couture 中国推出了一款全新的胶囊系列，在 T 恤和廓形毛衣上采用俏皮的老虎图案设计。此外，该品牌的限量版标志性款式运动服还带有牡丹印花，牡丹是中国广为人知的国花。 Brooks Brothers 中国为农历新年开展了一项数字活动，用户可以通过微信的小程序应用自行录制语音贺词。 Brooks Brothers 本系列的橄榄球装印有老虎图案，配上一副眼镜，十分光彩照人。为了迎接农历新年，Vision Street Wear 中国发布了 1000 双限量版运动鞋，其采用了霸气的虎纹设计和“虎”字标记。除了鞋款本身，该品牌此次还特别打造了能够体现中国传统元素的手工木质鞋盒。最后，在上海北部地区最大的零售综合体上海久光中心，Nine West 的中国合作伙伴云腾将在一家快闪店展示该品牌以虎年为灵感创作的系列产品。消费者只要购买该系列的任何商品，都将免费获得一套鞋护用品礼盒。

家乐氏的吉祥物为庆祝虎年进行授权交易。 2022 年是东尼虎诞生的 70 周年，也是中国的农历虎年。Joester Loria Group 是家乐氏在北美洲授权商品的代表，而 Pink Key Consulting 是家乐氏在欧洲和其他市场的代表，这两个公司今年都开展了几项新活动。 Pink Key Consulting 宣布，为庆祝虎年的到来，其已开始实施与时尚专业零售商共同制定的几项东尼虎 DTR 计划。其中包括泰国和柬埔寨的 CPS Chaps，在社交媒体和信息技术的支持下，该品牌创作出了多种类别的系列产品。此外，Apparel 与中国香港零售商 CHOCOOLATE 共同为中国香港、中国澳门、中国台湾和中国大陆开发了一个系列，Hayman 在中国香港推出了 15 款系列，以及 H&M 在整个亚洲地区和线上商店发布了东尼虎系列运动风 T 恤衫。

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授权概览中国

海德公司与江阴海澜之家国际公司签订多年合约爱奇艺和 Wildbrain

奥地利海德体育用品有限责任公司与中国江阴海澜之家国际公司中国在线娱乐服务提供商爱（隶属于海澜集团）签订了一份多年合约，以生产和销售海德品牌的奇艺和 WildBrain 签署了合作服装、鞋类和纺织配件。此外，这两个公司还计划在中国大陆、中国伙伴协议，将共同制作《Jonny 香港、中国澳门和中国台湾开设海德品牌专卖店，并与天猫等市场 Jetboy》。这部儿童动画新作由参与者共同探索批发和线上销售/电子商务渠道。《汪汪队立大功》和《巴布工程 2021 年 12 月 31 日至 1 月中旬，共有三家海德品牌专卖店成功开师》的创作者 Keith Chapman 创业。其中首家专卖店开设在北京侨福芳草地购物中心。所有产品齐作，将由爱奇艺制作，WildBrain 全的海德运动服饰门店都售卖三大系列产品，第一个是该品牌的高担任监制，中国广东咏声动漫公端科技滑雪服系列，其货司完成动画制作。该动画背后源部分来自海德公司总的创意想法来源于执行制片人部的运动服饰部门；第二 Chapman 和 Michael Vogel，以个是自然功能创新系列，及广东咏声动漫公司的陆锦明。第三个是都市休闲时尚陆锦明是中国著名动画项目《猪生活系列。第二家专卖店猪侠》的总导演。该动画系列共为快闪店，自 1 月中旬在 40 集，每集约 11 分钟，适合 4-7 北京西单大悦城开业至岁儿童观看，目前正在制作中， 2 月中旬歇业。第三家海预计将于 2023 年开始播出。德专卖店于 1 月下旬在《Jonny Jetboy》标志着江阴飞马水城购物中心开业。 WildBrain 位于上海的中国团该计划不仅包括在不久的将来和未来几年内开设更多海德门店，还队就中国原创 IP 达成了首个全包括关注该品牌其他成功的体育产品，如球拍等体育用品系列，以球合作伙伴关系。该项目由爱及适用于跑步、健身和瑜伽的常规运动服，包括配件。奇艺与 WildBrain 中国合作发起，利用二者在制作、发行和生产消费品方面共同具备的强大能力，将儿童娱乐行业的两家领先企业聚集到一起。温哥华的 WildBrain 工作室和中国的广东咏声动漫公司正在合力创作新系列，该系列讲述了英雄家族中最年轻的成员 Jonny 的冒险故事，该家族是被称为 JetForce 的秘密“超级团队”。爱奇艺副总裁杨晓轩表示： “此前，爱奇艺和 WildBrain 主要在内容收购方面进行合作。而《Jonny Jetboy》标志着双方海德体育用品有限责任公司副总裁兼授权部门经理 Giuseppe 从创意阶段开始的合作。凭借 Faranna 表示： “我们很高兴能与江阴海澜之家国际公司合作，共同国际和国内一流的团队，以及开启在中国市场的新篇章。在过去的几年里，我们一直都在谨慎寻 WildBrain 在全球市场的国际分找一个和我们品牌价值相同并具有足够规模、能力和知识的合作伙销和授权实力，这是爱奇艺打造伴，以进一步加强我们品牌在该地区的运动服饰类别业务。考虑到国际公认 IP 的关键一步。 ” 中国消费者对滑雪的兴趣大幅增长，以及越来越喜欢户外活动/徒步 Keith Chapman 补充道： “我很旅行和类似运动，在合作伙伴的帮助下，我们认为现在是征服这个高兴能与 Mike、锦明，以及爱奇市场的最佳时机。此外，我们在球拍等体育用品领域取得的长足发艺和 WildBrain 的顶尖团队进展将在夏季表现出增长潜力，然后我们将通过跑步服、健身服或瑜行合作，共同将《Jonny Jetboy》伽服等常规体育用品来提升这一潜力。海德门店、线上渠道和社交打造为全球的超级品牌。这将是媒体等方式将帮助我们了解该地区的消费者。 ” 一次很棒的旅程！ ”

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HEAD SIGNS MULTI-YEAR DEAL WITH JIANG YIN HEILAN HOME INTERNATIONAL COMPANY The Austrian sport company HEAD Sport GmbH has signed a multi-year agreement with the Chinese Jiang Yin Heilan Home International company (part of the Heilan Group) to produce and market HEAD branded apparel, footwear and textile accessories. Furthermore, there is a plan to open HEAD monobrand stores in China, Hong Kong, Macau and Taiwan but also explore the wholesale and online / e-commerce channels with marketplace players like Tmall, etc. Between 31st of December 2021 and mid-January three HEAD monobrand stores opened. The first store opened at Beijing Parkview Green FangCaoDi Shopping Mall. All stores – fully equipped HEAD sportswear stores – carry the three major lines – firstly, the high-end technology skiwear line of the brand, sourced partly from the HEAD Sportswear Division at the HQ; secondly, the natural functional innovation line and third the urban leisure lifestyle collection. The next store, a pop-up location, opened mid January in Beijing, Xidan Joycity, remained open until mid February. The third HEAD store opened on late January at the Pegasus Watertown Mall in Jiangyin. The plan is not only to open further HEAD stores in the near future and over the coming years, but also to concentrate on the brands’ other successful sports like racquet sport lines as well as general sportswear for running, fitness and yoga, including accessories. “We are excited to start with Jiang Yin Heilan Home International on this new chapter in China. We have been carefully looking the last years for a partner which shares the same brand values and has the size, capacity and the knowledge to further strengthen the sportswear category of our brand in the region,” said Giuseppe Faranna, Vice President Division Manager Licensing at HEAD Sport GmbH, “Considering the tremendous growth of interest in skiing in China and becoming more attracted to Outdoor / Trekking and similar sports we believe

now is the right moment to conquer this market with the help of our partner. Furthermore, our strong footprint in racquet sports will open growth potential during the summer periods – which we will then also enrich by general sport offerings like running, gym wear or yoga wear. The HEAD stores as well as the online and social media approach will help us to get to know the consumers in the region.”

IQIYI AND WILDBRAIN iQIYI, the online entertainment service in China, and WildBrain, have signed a partnership to create Jonny Jetboy. This new a kids’ series from Keith Chapman, creator of PAW Patrol and Bob the Builder, is set to be produced by iQIYI, in collaboration with WildBrain as its supervisor, and the animation production will be done by China’s WingSing Animation Studio. The creative brains behind the show include Chapman and Michael Vogel, who serve as Executive Producers, and Jinming Lu from WingSing Animation Studio.. Jinming Lu is chief director for China’s renowned animation project GG Bond. The 40 x 11’ series is targeted at kids aged 4-7 and is currently in production with delivery slated to begin in 2023. Jonny Jetboy marks the first global partnership for original China IP struck by WildBrain’s China team, based in Shanghai. The project, which was initiated by iQIYI with WildBrain China, brings together two of the kids’ entertainment industry’s leading players, leveraging their considerable mutual capabilities across production, distribution and consumer products. WildBrain Studios in Vancouver and China’s WinSing animation studio are working together to create the new series, which follows the adventures of Jonny, the youngest member of the hero family, who are secretly the “superteam” known as JetForce. Xiaoxuan Yang, iQIYI’s Vice President, stated:“Previously, iQIYI and WildBrain mainly collaborated over content acquisition. As for Jonny Jetboy, it marks collaboration from creative stage for both parties. Together with first-class teams from both international and domestic, as well as WildBrain’s strength in international distribution and licensing in global market, this is a key step for iQIYI in building an internationally recognized IP.” Keith Chapman added: “I’m thrilled to be working with Mike and Jinming and the talented teams at iQIYI and WildBrain to build Jonny Jetboy into a global super-brand. It’s going to be an awesome ride!”

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AUTHENTIC BRANDS CELEBRATE LUNAR NEW YEAR WITH NEW COLLABORATIONS Authentic Brands Group welcomed the Lunar New Year with a series of special campaigns, collaborations and collections in honor of the holiday. Kicking off the Lunar New Year, Nautica China tapped top KOLs and KOCs across the country, plus actor Tan Jianci, for a campaign showcasing its latest collection in celebration of the holiday. The brand also released limited-edition gifts including a blanket and mug as part of the seasonal line. Ahead of the 2022 Winter Games in Beijing, Spyder China and designer Rico Lee unveiled the brand’s Lunar New Year capsule of hoodies, jackets and outerwear in striking red and black. The collection took inspiration from the capital city’s modern architecture and ancient landmarks. Juicy Couture China introduces a new capsule with T-shirt and sweater silhouettes featuring zany graphic designs of a tiger. A limited-edition tracksuit— the brand’s signature style—is also imprinted with the mudan, widely recognized as the national flower of China. Brooks Brothers China launched a digital campaign for Lunar New Year in the format of a self-recorded voice greeting via WeChat’s Mini Program applications. In the collection, the Brooks Brothers tiger dons a collegiate-style rugby outfit complete with glasses for a polished look. In anticipation of the Lunar New Year, Vision Street Wear China released 1,000 pairs of limited-edition sneakers designed with majestic tiger stripes and the Chinese character mark for “tiger.” The shoes were packaged in a handmade wooden shoe box that displayed traditional Chinese elements. Finally, Nine West’s China partner Yunteng is presenting the brand’s Year of the Tiger-inspired collection at a pop-up shop in the Shanghai Jiuguang Center, the largest retail complex in the city’s northern region. Shoppers who buy any item from the line will receive a complimentary shoe care gift set.

TONY THE TIGER FROM KELLOGGS In honor of the Year of the Tiger, the Kellogg’s character is celebrating with licensing deals. 2022 is Tony The Tiger’s 70th anniversary and the Chinese Lunar Year of the Tiger. The Joester Loria Group, which represents Kellogg’s for licensed merchandise in North America, and Pink Key Consulting, which represents the brand in Europe and other markets, have several new activations this year. Pink Key Consulting has announced several Tony The Tiger DTR programs with fashion specialty retailers has launched for Year of the Tiger. These include CPS Chaps in Thailand and Cambodia, which has made a multicategory collection supported with social media, I.T. Apparel which has developed a collection with Hong Kong retailer CHOCOOLATE for Hong Kong, Macau, Taiwan and China, Hayman with a 15 piece collection which has launched in Hong Kong and H&M have included a Tony The Tiger sportstyled sweatshirt across the whole of Asia and online.

FOR UP-TO-DATEGLOBAL LICENSING NEWS VISIT www.totallicensing.com 15

TOTAL LICENSING CHINA

The World’s Largest Film Market For the second year in a row, China retained its title as the world’s largest film market, overtaking North America with 47 billion yuan (7.4 billion U.S. dollars) of box office revenue, compared with 4.48 billion in the US. While film production and cinema operation around the world have been experiencing huge disruptions due to the COVID-19 pandemic, movie theaters began to reopen in China from July 2020. Even before the emergence of the pandemic, China had been neck and neck with Hollywood, collecting over nine billion U.S. dollars in box office. In terms of production, the country is only second to India’s Bollywood, and is working hard to make Chinese blockbuster hits. Given rising living

standards and a massive demand for entertainment, Chinese moviegoers will become increasingly important for the global film industry. Specialists also predict China will gain an even greater

share of the global box office in the aftermath of the pandemic. In 2021, approximately 90 percent of the movies shown in China were produced domestically. That year, foreign

Highest Grossing Movies in China in 2021 By Box Office Revenue (Billion Yuan)

The Battle at Lake Changjin

5.77b

Hi, Mom

5.41b

Detective Chinatown 3

4.52b

My Country, My Parents

1.48b

F9: The Fast Saga

1.39b

Raging Fire

1.33b

Chinese Doctors

1.33b

Godzilla vs Kong

1.23b

A Little Red Flower Cliff Walkers

1.2b 1.19b Source: Statista 2022

TOTAL LICENSING CHINA The Battle at Lake Changjin is a 2021 Chinese epic war film co-directed by Chen Kaige, Tsui Hark and Dante Lam. It was written by Lan Xiaolong and Huang Jianxin, produced by Yu Dong, and stars Wu Jing and Jackson Yee. The Battle at Lake Changjin is the most expensive film ever produced in China to date, with a budget of $200 million. The film’s story was commissioned by the propaganda department of the Chinese Communist Party and announced as part of the 100th Anniversary of the Chinese Communist Party. To date, the film has grossed over $913 million at the worldwide box office, making it the second-highest-grossing film of 2021; the highest-grossing film in Chinese cinema history; and the highest-grossing non-English film. The film depicts the story of Chinese People’s Volunteer Army forcing U.S. forces to withdraw in a fictionalized retelling of the Battle of the Chosin Reservoir during the Korean War. Shooting began in Beijing on October 25, 2020, and ended on May 25, 2021. 70,000 People’s Liberation Army soldiers acted as extras. A sequel to the film, titled The Battle at Lake Changjin II, was released on February 1, 2022.

Number of Chinese Brands in the Milward Brown BrandZ Global Top 100 18

2015

2018

1 2006

2009

2012

2021

Source: Statista 2022

movies contributed about 15.5 percent of the total box office revenue, which was the lowest point for nondomestic movies in the past few years. In 2021, the historical war film ‘The Battle at Lake Changjin’ was the highest grossing movie in China, generating about 5.8 billion yuan in terms of box office revenue. Domestically produced movies have been gaining huge success in China where more and more regulations have been imposed on imported titles. F9: The Fast Saga and Godzilla vs Kong were the only overseas productions which made it into the top ten box office chart last year. According to recent reports and a new government plan outlining film industry priorities, over the next five years, China plans to expand its fleet of movie screens to more than 100,000 and release at least fifty $15 million-grossing films a year as it aims to retain its title as the world’s largest film market. The largest film studio in China is Hengdian World Studios, nicknamed Chinawood. In terms of media and entertainment generally, in 2020, the top three most valuable media companies in China, based on company revenues

in 2019, belonged to Tencent, Baidu, and NetEase, outpacing other domestic players with a wide margin. The advertising and marketing company Bluefocus Communication Group took the fourth spot with an annual revenue of 4.03 billion U.S. dollars. In 2020, the short-video platform

Douyin was ranked as the most valuable Chinese entertainment brand with a brand value of around 16.88 billion US dollars in the Milward Brown’s BrandZ China Top 100 ranking, followed by its top competitor Kuaishou with 8.55 billion US dollars in brand value.

Share of Domestic and Imported Movies in the Chinese Cinema Market 25.9%

20.9%

21.9%

26.1%

25%

16.7%

10.04%

74.1%

79.1%

78.1%

73.9%

75%

83.3%

89.96%

Domestic movies

Foreign movies Source: Statista 2022

Tiffanie Lane 产品经理 OpSec Security

www.opsecsecurity.com

虽然元宇宙尚未完全发展成熟，但一个聚焦于社交连接的 3D 虚拟世界梦想已经在我们眼前形成。随着消费者对虚拟现实技术的采用频率逐渐增加，而虚拟现实内容市场预计在未来五年内增长 160%，各个组织正面临着从元宇宙的 IP 授权和版税中受益的新机遇。通过新的合作伙伴关系扩大客户群在无限的元宇宙中，一切皆有可能。我们可以为《罗布乐思》的角色购买虚拟古驰商品，并在《堡垒之夜》中观看现场音乐会，这证明了我们不仅可以达成意想不到的新合作伙伴关系，还可以通过这种方式让企业吸引新受众，并获得忠诚度。除了奢侈品牌希望进入元宇宙之外，沃尔玛似乎也在为进入这个新领域而采取措施。因此，虚拟购物中心的概念并不是毫无可能，消费者也可以在家中自如地浏览商品并进行试穿。在线零售无处不在，而且还在不断增加。那么，为什么在线零售不能成为元宇宙沟通交流的中心呢？在虚拟零售空间内利用授权合作伙伴关系可以使各种形式和规模的品牌获得巨大的扩展潜力，并且能够比以往更快地让难以吸引到的消费者转变态度。

元宇宙中的授权机会由于元宇宙能够突破地理障碍，各个组织可以更轻松地将其品牌产品推向新市场，将其 IP 授权给合作伙伴，并使其发挥出更大的作用。如果开辟新的收入来源并实现快速增长，也许能够真正带来重大变革。因此，各个品牌应该开始与各个元世界平台提供商签订明确的 IP 授权协议，确保任何授权的范围都将有助于在竞争激烈的元世界空间中保护品牌声誉。面向未来的授权策略元宇宙的互操作性和随之产生的大量由用户生成的内容将导致一定程度的 IP 混合，以及品牌以不可预见的方式被使用。因此，如果企业无法跟上其新合作伙伴的发展，或其授权计划在封闭状态下运作，就会出现侵权风险。

为了降低风险，组织可以对其授权协议设置限制，保留对其 IP 的完全控制权和所有权，并阻止特定被授权人在某些虚拟购物中心或游戏空间进行销售。

组织还可以并应该确保能够通过授权管理系统的一个访问点查看所有合作伙伴关系。由于元宇宙平台数量众多，合作伙伴关系日益增加，保证事实来源的单一性不仅有助于保护品牌声誉，还可以确保为消费者提供安全的购物体验。

授权概览中国

波士顿美术博物馆吸引中国新观众波士顿美术博物馆 (MFA) 最近的授权活动包括在医疗、美容、美妆、时尚和快闪店行业的合作。Alfilo Brands 是 MFA 在大中华区的主要授权商。 Herbacin 由德国药剂师于 1905 年创立，早在很久以前就树立了独特的品牌形象，即“以自然之心为灵感，打造全新的个人护理配方”。MFA 利用其丰富的克洛德·莫奈画作藏品与 Herbacin 开展合作。没有人比莫奈更能展现出自然之心的光影斑驳、色彩斑斓和阴影洒落的美妙景象。授权产品范围包括护手霜和护肤霜、植物基洗发水、沐浴用品（包含适用于敏感肌的有机提取物），以及香薰沐浴油和沐浴露。 MFA 还与彩妆品牌兰瑟开展合

作，该品牌融合了色彩、光学和美学技术。兰瑟和 MFA 根据新艺术风格画家、插画家和平面设

如需了解更多信息，请联系 Debra LaKind dlakind@mfa.org

计师阿尔丰斯·慕夏的艺术作品制作了一系列蜜粉和口红。

为了将业务拓展到儿童时尚领域，MFA 开始与 Snoffy 进行合作，Snoffy 是一家面向 3-12 岁儿童的时尚潮流童鞋公司。该品牌的使命是享受生活，快乐成长。蝴蝶主题系列产品采用了大量 MFA 插画明信片藏品中的设计。 MFA 的明信片藏品数量庞大，同时也为 Hélas Jewelry 提供了灵感。Hélas Jewelry 是一家时尚公司，其致力于为新一代女性打造适合自己的珠宝，使其能够以温和而有力的方式表达自己、自由和情感。 2021 年 9 月至 2021 年 11 月，MFA 和 Monopoly 在深圳第一高楼平安金融中心云际

观光层联合创立了“云端的波士顿美术博物馆快闪店 ”，这是一场跨次元的创意联名活动。Monopoly 先生化身“艺

术”大亨，带领深圳市民和游客领略奇幻之旅。这场创意活动以艺术为灵感，为深圳的艺术和文化场景掀起了新热潮。 MFA 知识产权与业务开发高级总监 Debra LaKind 表示： “ 这些激动人心的新授权合作为 MFA 实现使命提供了支持，帮助我们在多个层面上将艺术和人们联系到一起。我们相信艺术的力量，也很高兴在 Alfilo Brands 及 MFA 的微博、微信和其他社交媒体平台的帮助下，我们的藏品将通达全球，遍布中国。” 19

Emoji® - The Iconic Brand and Medialink launch New Collaborations in China The emoji company GmbH and Medialink Animation International Limited, a wholly owned subsidiary of Medialink Group Limited, are continuing their collaboration with a number of exciting new products and events in China bringing joy to customers over the New Year holiday period. MegaBox are collaborating with emoji® - The Iconic Brand to present the first large-scale Year of the Tiger decoration at the MegaBox mall in Hong

Kong. From January 7th to March 6th 2022, customers can visit the Chinese New Year Fortune Lantern, Blessing Windmill Park, and Prosperous Pavilion in the L5 Atrium to make their wishes for a happy and prosperous New Year! Welcoming the Year of the Tiger, the familiar and iconic emoji® brand design will feature six giant sculptures providing Megabox visitors with a special New Year greeting! The 23-ft Year of

the Tiger decoration has five mustgo check-in spots not to be missed, such as the 12-foot giant emoji® brand sculpture located in the center of the display, and the first-in-Hong Kong Lion Dance Tiger emoji® brand sculpture, which combines innovation and tradition to wish everyone an energetic Year of the Tiger! Various other emoji® brand sculptures with an array of funny faces can also be found in the decoration, wishing everyone good fortune in the New Year!

TOTAL LICENSING CHINA Another exciting event has been launched in Beijing, the emoji® by Britto® art event at Cuiwei Department Store. It is the first emoji® by Britto event in China, incorporating fun icons into the shopping mall’s display, creating an engaging and immersive experience for customers. In addition to these multiple activities and emotional events, the emoji® brand will introduce a children’s apparel collaboration with Youlan in China to launch a series of adorable clothing collections with the emoji® brand during the Double Eleven shopping festival, providing customers with a cute and comfortable new line of products. The agreement was bro-

kered by Medialink. Furthermore the emoji company continues to open new emoji® Monobrand Apparel Stores and Pop Up Stores in prime locations across Mainland China.

emoji® - The Iconic Brand The emoji company is the owner of the registered emoji® trademark in up to 35 classes for goods and services in more than 100 countries around the world. The emoji company´s extensive rights portfolio covers more than 1,000 trademarks and more than 25,000 emoji® brand icons and designs pro-

tected under copyright laws and available for legal licensing and merchandising, promotions & events, for entertainment services and marketing campaigns. Official partners of the emoji company include more than 1000 world famous global license partners amongst them Sony Pictures Animation, PUMA, L´Oreal, Ferrero, Unilever, Burger King, Zara, The Hershey Company,

TOTAL LICENSING CHINA The globally and multiple awarded emoji® brand was decorated as the 3rd most influential brand behind Lego and Coca-Cola by the Powerlist. The emoji company is on position # 42 of the Top 150 Global Licensors and the emoji® brand is one of the most influential universal lifestyle brands of all times. For licensing inquiries please contact us at licensing@emoji.com or visit our website www.emoji.com emoji® is a registered trademark of the emoji company GmbH. © 2015-2021 emoji company GmbH. All rights reserved.

Walmart, Danone, Nikon, Fuji, Nestlé, Lidl, Kellogg´s, Danone, Nikon, Aldi, Pepsico, Miss Sixty, the BBC, C&A, The French Post amongst many others.

Medialink Group Limited Medialink Group Limited (2230.hk) is a leading dynamic market mover of media content distribution and brand licensing headquartered in Hong Kong with presence in China, Japan and Southeast Asia with its own Ani-One® anime platform in the region and over 2.15 million subscribers and more than 256 million views on its YouTube channel; edutainment VOD Ani-Kids™ channel and e-commerce platform

Ani-Mall™. Medialink Group has been engaging in the business of media content distribution for over 26 years, and also operates the brand licensing business. Under the media content distribution business, Medialink Group invests and cooperates closely with media content licensors through entering content production and distribution arrangements and distributes media content relating to animation series, variety shows, drama series and animated and live-action feature films. Under the brand licensing business, the Group is involved in the licensing of various rights in relation to brands owned by brand licensors including ‘merchandising rights’ for the use in toys, apparels and footwear, health and beauty products, food and beverages, ‘location-based entertainment rights’ for events, theme parks, shopping malls, cafes and restaurants; and ‘promotion rights’ in the Asia Pacific region. Contact: licensing@medialink.com.hk

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The Museum of Fine Arts, Boston attracts new audiences in China Recent licensing activity includes collaborations in health, beauty, cosmetics, fashion and a pop-up shop. Alfilo Brands is the MFA’s master licensee in greater China.

Founded in 1905 by German pharmacists, Herbacin very early on created a distinctive brand image, “to create a new personal care formula inspired from the heart of nature.” The MFA has partnered with Herbacin, drawing on their rich holdings of Claude Monet’s paintings. Who better to than Monet to bring out the splendor and magic of the play of light, flood of color and splash of shadows in the heart of nature. The range of products includes hand and skin care creams, plant-based shampoos and shower products with organic extracts for sensitive skins as well as aroma baths and bath additives. The MFA has collaborated with LANSUR cosmetics, a brand that blends the technique of color, optics and aesthetics all in one. LANSUR and the MFA have focused on the artwork of the Art Nouveau painter, illustrator,

and graphic artist, Alphonse Maria Mucha for a series of face powder and lipsticks. Expanding into children’s fashion, the MFA is collaborating with Snoffy, a stylish and trendy children’s shoe company for ages 3 -12. The brand’s mission to enjoy life and grow up happy. The themed butterfly collection uses designs from the MFA’s extensive collection of graphic postcards. The MFA’s vast postcard collection also provides inspiration for Hélas Jewelry, a fashion company dedicated to providing jewelry that is suitable for the new generation of women to express themselves, their freedom and their emotions in a gentle but powerful way. From September to November 2021, the MFA and Monopoly are co-hosting the “Museum of Fine Arts, Boston

Pop-up Store in The Sky”, a cross-dimensional creative co-branding event at Shenzhen’s tallest building, PAFC FreeSky, where Mr. Monopoly trans-

For information, contact Debra LaKind dlakind@mfa.org

forms himself into an “art” mogul and leads public visitors to explore a fantasy journey. This art-inspired creative event set a new trend in Shenzhen’s arts and culture scene. These new and exciting licensing collaborations support the MFA’s mission of bringing art and people together on many levels,” said Debra LaKind, Senior Director, Intellectual Property & Business Development and at the MFA. “We believe in the power of art, and are thrilled that our collections continue to be globally accessible throughout China with the help of Alfilo Brands, and the MFA’s Weibo, WeChat and other social media platforms.”

标志性品牌 emoji® 和羚邦集团在中国开展新合作为了在新年假期为客户带来欢乐，Emoji 有限责任公司和羚邦集团有限公司的全资子公司羚邦动画国际有限公司将继续合作，在中国推出一系列卓越的新产品和活动。 MegaBox 也将与标志性品牌 emoji® 开展合作，在中国香港 MegaBox 商场展出首个大型虎年装饰。2022 年 1 月 7 日至 3 月 6 日，客户可在商场 5 楼中庭观赏新春开运走马灯、迎春接福 24

风车园、新岁承欢添福亭，祈愿新年快乐，万事如意！

为了迎接虎年，广为人知的标志性品牌 emoji® 将设置 6 个巨型雕塑，为 Megabox 商场的顾客送上特别的新年祝福！该大型虎年装饰高 23 尺，包含 5 处不容错过的打卡点，例如位于展区中心高 12 尺的巨型 emoji® 品牌雕塑，以及全香港首个醒狮老虎 emoji® 品牌雕塑，将创新与传统相结合，借此祝福大家虎虎

生威！在展区内还设有多个不同的 emoji® 品牌雕塑，其表情生动有趣，借此祝福大家虎年行大运！此外，该品牌还在北京推出了另一项激动人心的活动，即在翠微百货举行的 emoji®by Britto®艺术活动。这是 Britto 在中国举办的首个 emoji® 活动，他将有趣的图标融入到购物中心的展区中，为顾客创造一种引人入胜的沉浸式体验。

授权概览中国除了举办这些多样化且有感染力的活动之外，emoji® 品牌还将在双十一购物节推出其与中国童装品牌幼岚的合作，发布一系列带有 emoji® 品牌标志的可爱童装，为顾客提供美观又舒适的新产品。本次协议由羚邦集团代理。此外，Emoji 公司将继续在中国大陆的黄金地段开设新的 emoji® 单一品牌服装店和快闪店。标志性品牌 emoji® Emoji 公司是全球 100 多个国家多达 35 个商品和服务类别的 emoji® 注册商标的所有者。

Emoji 公司享有的多项权利组合包括 1000 多个商标和 25000 多个 emoji® 品牌图标和设计，其均受版权法保护，并且可用于合法授权和销售、促销和既定活动，以及娱乐服务和营销活动。

Emoji 公司与 1000 多家世界知名全球授权商达成了官方合作伙伴关系，其中包括索尼动画、彪马、欧莱雅、费列罗、联合利华、汉堡王、飒拉、好时公司、沃尔玛、达能集团、尼康、富士、雀巢、利多超市、家乐氏、奥乐齐超市、百事公司、Miss Sixty、英国广播公司、西雅衣家、法国邮政等。

emoji® 品牌在全球屡次获奖，由 Powerlist 评为第三大最具影响力品牌，仅次于乐高和可口可乐公司。 Emoji 公司在全球 150 强授权商榜单中排名第 42 位，而 emoji® 品牌是有史以来最具影响力的通用时尚生活品牌之一。如需咨询授权问题，请联系 licensing@emoji.com 或访问我们的

授权概览中国

羚邦集团有限公司羚邦集团有限公司（股份代号：2230.HK）为媒体内容发行和动态市场品牌授权业务的主要推动者，其总部设于香港，业务遍及中国、日本和东南亚，并在其业务范围内推出了 AniOne® 动漫平台，其 YouTube 频道拥有超过 215 万的订阅者和超过 2.56 亿次播放量；更有寓教于乐型视频点播平台 AniKids™ 频道和电子商务平台 AniMall™。羚邦集团从事媒体内容发行业务已超过 26 年，同时经营品牌授权业务。

在媒体内容发行业务方面，羚邦集团通过参与内容制作和发行安排，对媒体内容授权商进行投资，并与其开展密切合作，并发行与动画系列、综艺节目、电视剧以及动画和真人专题电影

相关的媒体内容。

在品牌授权业务方面，羚邦集团在亚太地区获得了各大品牌授权商旗下品牌相关的多种授权，包括若干商品化权（供玩具、服装和鞋类、保健和美容产品以及餐饮使用）、大型实体娱乐权（供活动、主题公园、购物中心、咖啡馆及餐厅使用）以及促销权。联系方式：licensing@medialink.com.hk

LICENSING OPPORTUNITIES IN THE

The full-blown metaverse might not yet be here, but the dream of a 3D, socially connected virtual world is certainly being shaped in front of our eyes now. As consumers slowly increase their adoption of virtual reality technology and the VR content market is expected to grow by 160% over the next five years, organizations are being presented with new opportunities to benefit from IP licensing and royalties in the metaverse. Expanding customer base with new partnerships In the limitless metaverse, anything is possible. We can already buy virtual Gucci goods for Roblox avatars and watch live concerts on Fortnite, proving new, unexpected partnerships are not only possible, but can also be a great way for businesses to reach new audiences and earn their loyalty. And its not just the luxury brands that are looking to make the move to the metaverse, with Walmart also appearing to be taking steps to enter this new space. The concept of a virtual shopping mall where consumers can browse through stores and try things on in the comfort of their own homes is, therefore, not that far-fetched. Online retail is

therefore, start establishing clear IP licensing agreements with various metaverse platform providers, ensuring the scope of any license will help protect their reputation in a crowded metaverse space.

By Tiffanie Lane, Product Manager, OpSec Security ever-present and expanding, so why shouldn’t it be at the centre of the metaverse conversations? Leveraging licensing partnerships within the virtual retail space can enable brands of all shapes and sizes to achieve great scalability and the ability to convert hard-to-reach consumers faster than ever before. With the metaverse breaking down the geographical barriers, organizations can push their branded products easier to new markets, licensing out their IP and making it work harder for them. It could be a real game-changer to open up new revenue streams and enable fast growth. Brands should,

Future-proofing licensing strategies The metaverse’s interoperability and the ocean of user-generated content that comes with it will lead to a certain degree of IP mixing and brands being used in unpredicted ways. As such, the risk of in-fringements arises if a business loses track of its new partnerships or its licensing programs operate in silo. To reduce the risk, organizations can set restrictions to their licensing agreements, maintaining full control and ownership of their IP and preventing specific licensees from selling in some virtual shop-ping malls or gaming spaces. They also can – and should – ensure one point of access to all partner-ships through a license management system. With multiple metaverse platforms and endless partner-ship possibilities, a single source of truth will not only help protect brand’s reputation but also ensure safe shopping experiences for consumers.

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Licensing China, along with concurrent shows Toy & Edu China and Baby & Stroller China will now take place from 5 – 7 May 2022. The show dates have been pushed back from their original dates at the end of March, in order to support pandemic containment efforts.The fairs will still take place at the Shenzhen World Exhibition & Convention Center . Wendy Wen, Senior General Manager of Messe Frankfurt (HK) Ltd commented: “As part of the effort to contain the spread of Covid-19, the local government has mobilised designated areas of the Shenzhen World Exhibition & Convention Center as a temporary resource and cross-border transportation facility, to assist with pandemic prevention efforts, with this arrangement expected to last for one month. During this time, the concerned areas of the venue will be enclosed and will only be reopened after thorough disinfection.Therefore, in order to align with the pandemic containment and prevention efforts and to safeguard the health and safety of fairgoers, the organisers have decided to delay the three shows until 5 – 7 May.”

Licensing China 2022 returns to Shenzhen from 5 - 7 May offering both physical and virtual business platforms for industry players worldwide. This year, the fair welcomes a number of leading and emerging Chinese licensing companies. Previously held annually as a highly praised licensing product zone in Toy & Edu China (Shenzhen International Toy & Education Fair), Licensing China expanded and upgraded to become an individual fair in 2020, mirroring the growth of the licensing industry in China. The fair co-organisers have significant experience in the consumer goods industry. Hence, Licensing China will offer an ideal one-stop platform for cross-industry collaboration and market information. Last year’s event, which took place live in late March attracted more than 1400 exhibitors and 82,000 trade visitors to Licensing China and its associated fairs – Toy & Edu along with Baby & Stroller. In terms of exhibitors, the show attracts a wide range of Chinese and international exhibitors.

Royal Gardens: The Summer Palace The royal palaces and gardens in the western suburbs of Beijing are collectively called the Royal Gardens, which were the temporary residence for emperors after the Liao and Jin dynasties. They are the masterpieces of Chinese landscape garden design and play a pivotal role in the world’s gardening history. Beijing Zhongchuang Tourism & Culture (ZCTC) Culture Development Co Ltd

The Chinese mythology version of Pokémon, this story follows a group

Featuring a cat (Wuhuang) and a dog (Bazahey), this IP has become a social media sensation with over 33 million online fans. The company has licensed out the cartoon IP to a number of brands which range across sectors such as IT, apparel, FMCG, automobile and more, including from Fortune 500 companies. Yijianyuzhou (Beijing) Culture Co Ltd

To visit or find out more go to www.licensing-china.com

Little Monk Yichan With its healing content, the company’s original animation swept China after its premiere in 2016. This anime also promotes Chinese culture and passes on wisdom, hoping to enlighten viewers through inspiring content. Suzhou Dayu Network Technology Co Ltd

houses six exhibition areas with the showcases of cultural relics, mulberry planting, silkworm breeding, traditional silk weaving as well as modern applications of silk fibres. Beijing Qianli Culture Media Co Ltd

Wuhuangwanshui

Below are some of the highlights from Chinese exhibitors for this year:

Fabulous Beasts

of mythical creatures who settle their lives on earth. They have lost most of their magical powers, living their daily lives just like everybody else. Beijing Fen-Z Hudong Culture & Communication Co Ltd

Suzhou Silk Museum Founded in 1991, this establishment is the first museum dedicated to silk production in China. Demonstrating the country’s 6,000 years of history on silk manufacturing, the museum

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SUPERHERO KINDERGARTEN LAUNCHES ON YOUKU Genius Brands International recently announced the launch of season one of its flagship animated children’s series, Stan Lee’s Superhero Kindergarten, Executive Produced by and starring Arnold Schwarzenegger, on Alibaba Group’s video streaming platform, Youku, starting March 2022, which is one of the top three streaming platforms in the Mainland China territory. Additionally, the acclaimed series will be available via the Tudou and Kumiao apps. “I have always loved bringing my latest projects to my Chinese fans, because they’re some of the most passionate fans in the world, so I can’t wait for them to see Stan Lee’s Superhero Kindergarten,” stated Arnold Schwarzenegger. Stan Lee’s Superhero Kindergarten premiered on April 23, 2021 on Genius Brands’ Kartoon Channel in the U.S. and Canada and has since garnered over 75 million views. The company will continue to launch the series in key territories around the world in 2022. “Alibaba’s Youku is one of the most far-reaching media platforms for kids in the world, and we are excited to make Stan Lee’s Superhero Kindergarten available to millions of kids across China. This unique action-packed series delivers all the elements that resonate with kids today, along with positive messaging and Arnold’s star power,” commented Andy Heyward, Chairman & CEO of Genius Brands. “Genius Brands has done a tremendous job of creating a truly unique series that kids and their families can enjoy together. With Arnold Schwarzenegger driving Stan Lee’s Superhero Kindergarten, and the creative storylines and compelling characters, we have no doubt that we will be able to create an impressive fan base in China, building on the success of the series in the U.S. and Canada,” stated Aaron Liao, General Manager of Youku Kids. Stan Lee’s Superhero Kindergarten is geared towards kids and families and focuses on the adventures of six unique kids who are learning to master their super skills, along with their

ABCs, with the help of their teacher Arnold Armstrong (AKA ‘Captain Fantastic’, the greatest superhero to ever live!). It all began five years ago when Arnold Armstrong faced off in a final fight against his nemesis, the evil Dr. Superior, that left him powerless. Little did anyone know that during the fight, super-energy particles rained down on a group of unsuspecting toddlers. Now, those toddlers are kindergarten students at Greenville Elementary School who, with the help of Arnold Armstrong, must learn to control

with Stan Lee. Season one of the series includes 26 half-hour long episodes. Stan Lee’s Superhero Kindergarten features Schwarzenegger, voice-directed by John Landis, one of the most successful movie directors of all time, with Steven Banks, former head writer for SpongeBob SquarePants, serving as head writer for the series. The series is produced by Genius Brands and Stan Lee’s POW! Entertainment in association with Schwarzenegger’s Oak Productions. Gill Champion, CEO of Stan Lee’s POW! Entertainment; Andy Heyward,

their powers as they go on adventures. Arnold Armstrong’s mission is to train these kids to use their super-powers safely without revealing their identities. They learn the values of teamwork, health, diversity and anti-bullying while also protecting their town from rivals, and the nefarious Dr. Superior who has returned as Headmaster Danforth of the Academy for Superior Children across town. The series opens up the superhero genre for a whole new demographic and draws kids in with action and comedy, while parents can appreciate the quality of content synonymous

Chairman & CEO of Genius Brands; Schwarzenegger; and Paul Wachter of Main Street Advisors serve as executive producers. Youku is a leading multi-screen online video sharing and streaming platform in China and forms a key part of Alibaba Group’s digital media and entertainment business, under its “Double H” (Health and Happiness) strategy. Youku Kids offers high-quality programming, covering a comprehensive range of categories including animation series, nursery songs, puzzle games, e-books, and preschool education.

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RIKI GROUP’S ASK TINA ON YOUKU Leading Russian animation holding Riki Group has partnered with the largest video hosting Youku Kids (Chinese analogue of YouTube) for the exclusive premiere of their new animation project Ask Tina. It is created based on the animated series Tina and Tony in co-production with Youku Kids (part of the Alibaba holding). In total, 12 episodes of 3 minutes each are planned in the first season in the technique of combining 3D and 2D. The project is dubbed into Chinese, English and Russian.The release of the series in Russia is scheduled for 2023.

Ask Tina is an animated series for children who are curious to explore various topics about everything in the world. Tina runs a video blog, where she answers the questions of the audience, relying on her own knowledge, which makes her stories funny even for little viewers. Why do we have two eyes and only one mouth, what is air, who is a real artist and many other important topics are analyzed by Tina and her friends. The project is aimed at preschool education of children in

a playful interactive way, so that young viewers can learn by watching and benefit by playing. The series covers three main blocks of early education, including art, science, and interactive entertainment. “Chinese viewers will be the first to see our new joint project with Youku Kids and Alibaba Group. Ask Tina is created with the participation of methodologists, child psychologists and scientific consultants. This is a children’s encyclopedia about everything in the world, in which the baby elephant Tina, in a playful, child-friendly form, answers various questions that concern children. She tells little viewers about the phenomena of nature, teaches them to dance, discusses what is more interesting - to read or to watch a movie. Tina will help you understand what your own and someone else’s mood is, show you how to make peace if you quarreled, and much more. The project is aimed at developing the emotional intelligence and creative abilities of preschool children. Our characters promote positive and safe behavior. We are delighted that our series Tina and Tony has received such strong recognition from the Chinese audience and happy to see the development of cooperation with Alibaba Group to bring Ask Tina to China”, - says Mark Zavadskiy, CEO of RIKI Group. “Children in China like Tina and Tony very much, these characters can bring a sense of warm and safe companion-

ship. We believe that they will become good partners for children around the world”, - Lu Ye, Youki Kids producer comments Cooperation between Riki Group and Alibaba Group (represented by Alibaba Cultural Media Co. Ltd) began in 2018 with the signing of an agreement at the Fourth Eastern Economic Forum in Vladivostok. The strategic agreement was an important step towards cultural exchange between China and Russia, and the series Tina and Tony by Riki Group was the first Russian animation project for preschoolers in the Alibaba Group portfolio. As the No. 1 children’s video platform on the Internet in China, Youku Kids covers the world’s top animation and education brands. The first season of the animated TV series Tina and Tony premiered November 2018 in China on Alibaba’s video-streaming platform, YouKu. After the huge success of the project, a new season was produced jointly to be delivered to Chinese audiences in July 2021. Tina and Tony performed excellently again surpassing all other animated projects on the platform in terms of popularity index. In just a few years, the total playback amount of the “Tina & Tony” series has exceeded 5 billion, becoming a hit in the industry. In October 2021, the development of three more seasons was announced.The layout of the Tina and Tony IP extends to 2025, the third season is slated for release in China this summer.

POPEYE IN PROMOTIONAL CAMPAIGN King Features Syndicate recently announced that it is growing its global licensing programs for Popeye and Olive Oyl with a slate of new partnerships. The expansion extends across the promotions, food and beverage categories and includes new territories, partners and product lines. Popeye is well-established in the food space. In the 1930s, spinach growers credited Popeye with increasing the

United States consumption of spinach by 33%. Olive Oyl has recently been given a refresh by King Features who unveiled a fresh new look and brand positioning for the character. Building on the success of these previous launches, King Features has shifted its licensing focus to the expansion of the promotions and food categories to grow the brands globally and build upon its robust footprints in Asia and North America. In China, the sailor will take part in a promotional campaign featuring glass cups, recycling bags, brooches, face

masks, T-shirts and stickers, which will be sold across the territory by Guangzhou Circleplus Culture Co. Ltd. and South Korea-based Sunwoo & Company began a worldwide launch of limited-edition Popeye theme packs for Android, version 9.0 and higher, via the Samsung Galaxy store. Additional theme packs will be released in 2022. The new partnerships in Japan were brokered by King Features’ agent in the territory, Medialink Animation Ltd who brokered the deals in China, Singapore and Indonesia.

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NEW CARE BEARS SERIES ON CCTV14 Cloudco Entertainment, owner of iconic entertainment property Care Bears, has launched its new Care Bears: Unlock The Magic animated series on China’s CCTV14 public broadcasting network. The content launch come in tandem with new toy deals in China that will support the new TV series as well as the Care Bears’ forthcoming 40th anniversary in 2022. Following the immense success experienced in the US, Europe, and APAC, CCTV14 Children’s Channel in China

duce a new line of toys and collectibles with POP MART, in China. The deal was brokered by IMG China and will feature a range of figurines, blind boxes, and novelties for teens and young adults. The toy line will debut at POP MART and rollout to online and brick and mortar retailers across the country as the brand celebrates its 40thAnniversary and 40 years of sharing and caring across the globe. Care Bears: Unlock the Magic follows Cheer Bear, Grumpy Bear, Good Luck

started streaming Care Bears: Unlock the Magic across the country in October. The all-new 2D animated series produced by Cloudco Entertainment includes 48 x 11’ episodes and 2 x 22’ shorts. Early next year, Care Bears will intro-

Bear, Funshine Bear, and Share Bear as they embark on a new adventure from Care-A-Lot to the Silver Lining, a beautiful, strange world inhabited by the Whiffles, a group of innocently happy creatures that plant seeds to keep the magical land of Care-A-Lot

growing. Throughout the series, Care Bears use their belly badge powers to spread messages of sharing, caring, friendship and courage while making sure to have laughs along the way. Roubina Tchoboian, VP of International Licensing, Cloudco Entertainment, said: “We’re delighted to bring the Care Bears franchise back to China, just in time for the brand’s 40th Anniversary in 2022. Parents and kids alike will be thrilled to see the Care Bears explore brilliant, brandnew adventures.” Xu Xiaobing, Head of IP Development and Management of POP MART, said: “We are very happy to cooperate with Care Bears, which have been popular all over the world for many years. Both sides have a highly consistent understanding of IP and the concept of delivering happiness for consumers. We look forward to working together to create more excellent works in the future and continue to create a better consumer experience for global users.” Ian Lambur, EVP, Content Strategy & Co-Productions, Cloudco Entertainment, said: “We are very excited to extend our reach in France via Gulli and welcome a whole new audience in China through CCTV. We look forward to announcing additional deals in the near future.”

ETRO CELEBRATES NEW YEAR WITH KUNG FU PANDA CAPSULE COLLECTION In order to celebrate the Chinese Year of the Tiger, Etro launched an exclusive limited edition capsule collection dedicated to the Tigress, a key character in DreamWorks Animation’s Kung Fu Panda. Created in collaboration with Univer-

Subscribe to Total Licensing China free of charge. www.totallicensing.com

sal Brand Development and DreamWorks Animation, the collection of unisex fashion and accessories reinterprets the symbolism of the tiger in a playful and cheerful way for the Chinese New Year. Portrayed in their kung fu moves, the characters of the film are featured on t-shirts, sweatshirts, shirts, foulards and a selection of bags, accessories and small leather goods crafted in iconic Paisley print. The capsule collection is currently available in a limited edition at the Etro boutiques in Europe, the United States, China, Japan and Singapore, at etro.com and in selected international retailers.

授权概览中国

阿里巴巴集团是一个大型企业……

……也是一个不为人知的企业！

非凡卓越且发展迅速的阿里巴巴世界阿里巴巴集团主要经营三项服务：英文门户网站阿里巴巴国际站负责处理 240 多个国家和地区的进出口商之间的贸易，[75] 中文门户网站 1688 负责管理中国国内的 B2B 贸易，而在基于交易的零售网站全球速卖通，世界各地的个体买家能够以批发价购买少量商品，卖家主要为中国企业。有趣的是，全球速卖通是俄罗斯访问量最大的电子商务平台。阿里巴巴集团旗下还有中国最大的消费购物网站淘宝网，以及为中国新兴中产阶级提供多种品牌商品的 B2C 市场天猫。除此之外，阿里巴巴集团还经营在线支付系统支付宝（运营方式类似于 Paypal），并且在新浪微博（中国版 Twitter）和在线视频服务提供商优酷土豆集团（运营方式类似于 YouTube）持有主要股权。在其旗下所有平台中，阿

里巴巴集团处理的业务数量远居其他任何电子商务公司之上。不仅如此，阿里巴巴集团还开创了智能手机技术的先河，其在手机零售业掌控了至少 80% 的业务。那么，阿里巴巴集团是如何发展

到今天的规模的？ 1999 年 6 月 28 日，曾任英语教师的马云与 17 位朋友和学生在杭州的公寓里创办了中国 B2B 市场阿里巴巴网站。据彭博社报道，马云目前的身家约为 510 亿美元，是全球富豪榜中排名第

授权概览中国

25 位。在阿里巴巴系统中，英国企业可以找到中国制造商，并生产和运输一系列商品。 “阿里巴巴”的名字有何由来？该集团的名称来源于中东民间故事集《一千零一夜》中的角色阿里巴巴，这个故事广为人知。阿里巴巴集团创始人之一马云在 TalkAsia 中谈到： “有天我坐在旧金山的一家咖啡店里，突然觉得‘ 阿里巴巴’是个好名字。然后一个服务员走过来，我问她， ‘你知道阿里巴巴吗？’她说她知道。我又问， ‘你对阿里巴巴了解多少？’她说， ‘芝麻开门。’ 我说， ‘没错，这就是我想要的名字！’然后我走到大街上找了 30 个人，然后问他们， ‘你知道阿里巴巴吗？’无论是印度人、德国人、东京人还是中国人…… 他们都知道阿里巴巴。阿里巴巴——芝麻开门。” 1999 年 10 月，阿里巴巴集团从高盛集团和软银集团融资 2500 万美元。人们期望阿里巴巴集团能够促进国内电子商务市场的发展，为中国企业（尤其是中小型企业）完善电子商务平台，以助力中国产品走向全球市场。 2002 年，阿里巴巴集团首次实现了盈利，距其创立仅过了三年。次年，马云提出希望完善全球电子商务体系，于是阿里巴巴集团推出了淘宝网商城、支付宝、阿里妈妈和天猫。 2003 年，当 eBay 宣布进军中国时，马云认为这家美国公司

为其国外竞争对手，因此拒绝了 eBay 收购阿里巴巴集团旗下淘宝网的请求。阿里巴巴集团旗下各大平台应用现有技术，在中国电子商务市场取得信任，通过以亏本状态主导市场进行扩张，再从附加服务中获取收益，最终在中国电子商务市场中的表现超越 eBay，并且吸引到越来越多 eBay 的消费者。阿里巴巴集团旗下平台淘宝网使 eBay 在中国无利可图，并随后将 eBay 赶出了中国市场，被迫关闭其中国门户网站。 2005 年，雅虎对阿里巴巴集团进行投资，以 10 亿美元收购了该集团 40% 的股权。因此，在阿里巴巴集团的首次公开募股中，仅雅虎一家公司就获得了 100 亿美元的净收益！ 2013 年，阿里巴巴集团与中国房地产公司万达集团建立合作伙伴关系，共同开设了传统实体零售店。此外，2014 年初，阿里巴巴集团收购了中国百货连锁企业银泰商业集团 25% 的股权，该集团已在中国香港上市。2017 年初，阿里巴巴集团和银泰商业集团创始人沈国军达成协议，斥资 26 亿美元将这家连锁企业私有化。交易完成后，阿里巴巴集团持股比例从 28% 增至大约 74%。 2014 年 4 月，阿里巴巴集团与 Coatue Management 公司和 Andreessen Horowitz 公司共同对 Lyft 进行投资。2014 年 9 月 5 日，阿里巴巴集团将其即将

进行的首次公开募股 (IPO) 发行价区间设定为每股 60 美元至 66 美元，而最终价格将在国际路演后确定，以衡量投资者的兴趣。2014 年 9 月 18 日，阿里巴巴集团将其 IPO 发行价定为每股 68 美元，为其公司和投资者融资 218 亿美元。阿里巴巴集团创造了美国史上最大 IPO 记录，超过谷歌、Facebook 和 Twitter 的融资总和。2014 年 9 月 19 日，阿里巴巴集团于美国东部时间上午 11:55 在纽约证券交易所正式上市交易，股票代码为“BABA”，开盘价高达 92.70 美元。2014 年 9 月 22 日，阿里巴巴集团宣布，其承销商已经行使了超额配售权，出售了超过原计划 15% 的股权，使 IPO 融资总金额达到 250 亿美元。 2017 年 1 月，阿里巴巴集团和国际奥委会联合宣布，双方达成了一项价值 8 亿美元的协议，阿里巴巴集团将加入奥林匹克全球合作伙伴赞助计划，该协议将持续到 2028 年。2018 年 9 月，阿里巴巴集团的主要创始人马云宣布，他在一年后将卸任董事长职位，专注于慈善事业。 2019 年 5 月，据彭博社援引知情人士消息，阿里巴巴集团正在考虑在中国香港二次上市，以融资 200 亿美元。2019 年 9 月 10 日（星期二），马云正式卸任阿里巴巴集团董事长职位，由张勇接任。同月，杭州市政府宣布将加强对私营部门的监管，抽调部分政府官员进驻阿里巴巴集团等公司。 2020 年 12 月 24 日，中国监管机构对阿里巴巴集团发起反垄断调查，以打击中国网络空间不断增加的反竞争行为，阿里巴巴集团股价遭遇历史性暴跌，创近 6 个月新低。2020 年 12 月，中国国家市场监管总局表示，其已对阿里巴巴集团的垄断行为展开调查。中国央行以及其他三个监管机构在一份附加声明中确认将约谈蚂蚁集团（隶属于阿里巴巴集团），以落实公平竞争和保护消费者合法权益的要求，监管机构表示该集团应回归数字支付本源。在本次声明宣布后不久， 33

中国共产党中央委员会机关报《人民日报》表示支持调查，并称调查是“在互联网领域加强反垄断监管的一项重要举措”。最终，由于本次反垄断调查，截至 12 月底，阿里巴巴集团在 2020 年几乎损失了所有股市收益，其市值从 8590 亿美元降至 5860 亿美元。11 月初，当蚂蚁集团的 IPO 被叫停后，马云从公众视野中消失，但在 2021 年 1 月，他在一段时长 50 秒的网络视频中重新露面，通过视频连线发表讲话，促进乡村教师数字化转型。截至 2021 年 2 月，他再未公开露面。马云在视频中的露面使阿里巴巴集团股价上涨了 7% 以上。 2021 年 2 月，阿里巴巴集团发行了 50 亿美元的债券，这是该集团第三次大规模发行美元债券。同年 4 月，由于中国政府对大型科技公司的打击力度不断增大，中国国家市场监管总局以反竞争行为为由对阿里巴巴集团处以 28 亿美元罚款，并责令阿里巴巴集团连续三年向其提交自查合规报告。罚款金额相当于阿里巴巴集团 2020 年净利润的

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12%。批评人士称，此举加强了中国政府对科技公司的控制。 2021 年 6 月，阿里巴巴集团旗下的天猫新品创新中心在一次合作中推出了一个重磅美妆新品，使其形势逐渐好转，整个项目历时 59 天。这是天猫新品创新中心有史以来最快推出的一个产品。据报道，2021 年 11 月 11 日，在为期 11 天的双十一购物狂欢节中，阿里巴巴集团的商品交易总额达到 5403 亿元人民币（1144 亿新元），比上一年增长了 14% ，创造历史新高。

当然，阿里巴巴集团经营的业务并不仅限于线上销售。2020 年，该集团将其在中国零售商高鑫零售有限公司的持股比例增加了一倍，成为这家中国最大的杂货及其他日用商品连锁大卖场的控股股东。截至 2021 年第一季度，阿里巴巴集团旗下的零售品牌盒马鲜生共开设了 251 家实体店，较上一季度（246 家）有所增加，该品牌采用线上线下一体化模式经营。大多数盒马鲜生门店位于中国的一、二线城市。

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CHINA’S TOP RETAILERS Yonghui Superstores continued its upward trend in 2020, overtaking Sun Art Retail Group and China Resources Vanguard to claim the fourth place. However, the number of Yonghui’s retail stores decreased by 18.6%, registering the biggest drop among the top 10 companies.The ranking of Walmart China remained unchanged from the previous year, with the company occupying the seventh place among the 100 chains. Wumart Group, the Beijing-based omnichannel retailer, purchased an 80% stake of the China operations of German wholesaler Metro in April 2020. This acquisition successfully carried Wumart into the top 10 this year, even though the performance of its own stores was barely satisfactory. According to the survey, the total sales revenue of the top 100 chain stores in 2020 fell by 7.2% to 2.4 trillion yuan ($372 billion).This figure also accounted for 6.1% of the consumer goods retail sector, corresponding to a slight

drop from the 6.3% reported for 2019. This marks the first time that the sales revenue of the top 100 companies has seen negative growth since 1997. The survey also revealed that 52 of the top 100 chains witnessed declines in sales in 2020, down by 15.4% as a whole. Only 15 of the top 100 chains recorded double-digit sales growth, most of which were regional leading companies and community supermarkets, namely,Yonghui, Easy Joy,Wumart, Meiyijia, Xinyulou, Dashenlin, Hongqi Chain, Qiandama, Jiahui Group, Dazhang Group, Xinxing Group,Tianfu Group, Jianzhijia Health Drug Store, BUT Mart and GOME. The most impressive annual growth was achieved by fresh food retailer Qiandama, whose sales increased by a striking 90% to 13.3 billion yuan ($2.06 billion) in 2020. Founded in April 2012, Qiandama now operates approximately 3,000 stores throughout China, with the majority of them in Guangdong province. The company

Name

Sales billion Yuan

It is also worth noting that community group-buying companies entered the top 100 league for the first time in 2020. Xingshengyouxuan ranked 97th with a revenue of almost 3 billion yuan ($465 million). With the increased popularity of online shopping due to the COVID-19 pandemic, many retailers have made substantial investments in home delivery, group buying and livestreaming services.

According to the China Chain Store & Franchise Association’s top 100 list, the top 10 retail chains in China in 2020 were as shown in the following table.

CHINA’S TOP 10 RETAIL CHAINS

offers varying degrees of discounts each day after 7 p.m. in an effort to clear stock.This business model has already proven immensely popular with price-conscious consumers, attracting large numbers of people to visit the company’s brick-and-mortar stores as part of their evening routine. To date, Qiandama has completed five rounds of financing and is very likely to become a listed company in 2021.

Consequently, online sales have become a predominant driver of business growth for the top 100 companies, with their total online sales in 2020 reaching 560 billion yuan ($86.7 billion), corresponding to a year-onyear increase of 12% and accounting for 23.3% of total sales.

Sales Growth

Total Stores

The China Chain Store & Franchise Association recently announced its annual ranking of China’s top 100 chain stores for 2020 based on combined offline and online sales figures. At the top of the list was Suning.com, the major electronics retailer and owner of Italian football club Inter Milan. Suning has been the largest retail chain operator in China since 2015, with its annual sales in 2020 reaching 416.32 billion Chinese yuan. GOME Retail Holdings secured the second place as it did in 2019, with a sales revenue in 2020 of 140.75 billion yuan ($21.8 billion).

Store Growth

Suning.com Co Ltd

416.32

9.9%

9,786

19.1%

GOME Retail Holdings Ltd

140.75

10.3%

3,421

31.5%

Red Star Macalline Group

108.02

-14%

476

11.2%

Yonghui Superstores Co Ltd

104.54

12.2%

1,172

-18.6%

Sun Art Retail Group

95.49

0.1%

514

5.8%

China Resources Vanguard Co

87.83

-7.6%

3,261

0.8%

Wal-Mart China) Investment Co

87.4

6.2%

429

-2.9%

Sinopec Easy Joy Sales Co

80.6

15.1%

27,672

0.3%

Easyhome New Retail Group

65.74

-18.9%

502

16.7%

Wumart Stores Inc

62.92

26.2%

1,589

17.6%

Source: Produce Report 2021

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THE EXTRAORDINARY AND RAPIDLY GROWING WORLD OF ALIBABA Alibaba is one of the biggest companies in the world… ...and one of the least known!

Alibaba.com has three main services: the English language portal Alibaba. com, which handles sales between importers and exporters from more than 240 countries and regions, the Chinese portal 1688.com, which manages domestic B2B trade in China, and transaction-based retail website AliExpress.com which allows smaller buyers around the world to buy small quantities of goods at wholesale prices mainly from Chinese businesses. Interestingly, AliExpress is the most visited e-commerce platform in Russia Alibaba also owns Taobao.com, China’s largest consumer shopping website and tmall.com, a B2C marketplace which offers a wide selection of branded goods to China’s emerging middle class. Over and above these, Alibaba also runs the online payment system Alipay.com, which operates like Paypal, as well as having a major stake in Sina Weibo, China’s version of Twitter and the online video provider Youku Tudou which operates in a similar way to YouTube. Taken as a group, Alibaba handles more business than any other e-commerce company.

And if that wasn’t enough, Alibaba has pioneered smartphone technology to the point where it controls at least 80% of all mobile retail. So how did Alibaba grow to be the size that it is today? On 28 June 1999, Jack Ma, a former English teacher, with 17 friends and students founded Alibaba.com, a China-based B2B marketplace site, in his Hangzhou apartment. Today, Jack Ma is said to be worth around $51 billion and is the 25th richest person in the

world according to Bloomberg. The Alibaba system allows a business in the UK to find a manufacturer in China and have a range of goods produced and shipped. How did the name come about? The company’s name came from the character Ali Baba from the Middle Eastern folk-tale collection One Thousand and One Nights because of its universal appeal. As Jack Ma, one of the founders, told TalkAsia “One day I was in San Fran-

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cisco in a coffee shop, and I was thinking Alibaba is a good name. And then a waitress came, and I said do you know about Alibaba? And she said yes. I said what do you know about Alibaba, and she said ‘Open Sesame.’ And I said yes, this is the name! Then I went onto the street and found 30 people and asked them, ‘Do you know Alilbaba’? People from India, people from Germany, people from Tokyo and China... They all knew about Alibaba. Alibaba -- open sesame.” In October 1999, Alibaba received a US$25 million investment from Goldman Sachs and SoftBank. Alibaba.com was expected to improve the domestic e-commerce market and perfect an e-commerce platform for Chinese enterprises, especially small and medium-sized enterprises,with the aim of helping to export Chinese products to the global market. In 2002, after only three years, Alibaba. com became profitable. Three years later, Ma wanted to improve the global e-commerce system, and as a result Alibaba launched Taobao Marketplace, Alipay, Alimama.com, and Lynx. When eBay announced its expansion into China in 2003, Ma viewed the American company as a foreign competitor and rejected eBay’s buyout of Alibaba’s subsidiary Taobao. Through

applying existing technologies and gaining trust amongst the Chinese ecommerce market, as well as expanding through dominating the market at a loss before making a return on additional services, Alibaba’s subsidiaries outperformed eBay in the Chinese ecommerce market, claiming a growing percentage of consumers from eBay. Alibaba subsidiary Taobao would later force eBay out of the Chinese market, with eBay closing its unprofitable China Web unit. In 2005, Yahoo! invested in Alibaba buying a 40% stake in the company for US$1 billion.This would as a result net in US$10 billion in Alibaba’s IPO alone to Yahoo! In 2013 opened traditional brick and mortar retail outlets in partnership with Chinese real estate company, Wanda Group. Additionally, Alibaba purchased a 25% stake in Hong Konglisted Chinese department store chain Intime Retail in early 2014. In early 2017, Alibaba and Intime’s founder Shen Guojun agreed to pay as much as US$2.6 billion to take the store chain private. Alibaba’s stake - 28% - rose to about 74% after the deal. In April 2014, Alibaba invested in Lyft, along with Coatue Management, and Andreessen Horowitz. On 5 September 2014, the group set a US$60

to $66 per-share price range for its scheduled initial public offering (IPO), the final price of which would be determined after an international roadshow to gauge investor interest. On 18 September 2014, Alibaba’s IPO priced at US$68, raising US$21.8 billion for the company and investors. Alibaba was the biggest US IPO in history, bigger than Google, Facebook, and Twitter combined. On 19 September 2014, Alibaba’s shares (BABA) began trading on the NYSE at an opening price of $92.70 at 11:55 am EST. On 22 September 2014, Alibaba’s underwriters announced their confirmation that they had exercised an option to sell 15% more shares than originally planned, boosting the total amount of the IPO to $25 billion. In January 2017, Alibaba and the International Olympic Committee jointly announced an $800 million deal that would last until 2028 in where the company would sponsor the Olympic Games. In September 2018, Jack Ma, the main founder of Alibaba, announced that he would step down as chairman in a year’s time so he could focus on philanthropy. In May 2019, Bloomberg cited sources familiar with the matter as saying that Alibaba was considering raising $20 billion through a second listing in Hong

TOTAL LICENSING CHINA Kong. On Tuesday, 10 September 2019, Jack Ma officially stepped down as the chairman of Alibaba, Daniel Zhang succeeded him at the head of the company. In the same month, the municipal government of Hangzhou announced that it was boosting its monitoring of the private sector by embedding government officials in Alibaba and other companies. On 24 December 2020, China launched an antitrust investigation into Alibaba Group regulators, in a crackdown on China’s booming Internet space’s anti-competitive behaviour and the shares of Alibaba Group suffered a historic stock price crash to the lowest close in around 6 months. In December 2020, China’s State Administration for Market Regulation stated that it opened an investigation into Alibaba over monopolistic practices. The country’s central bank, as well as three other regulators, confirmed in a separate statement that the affiliated Ant Group would also be summoned for discussions over “competition and consumer rights”, where regulators instructed the company to return its focus to digital-payments. People’s Daily,

the official newspaper of the Central Committee of the Chinese Communist Party, endorsed the investigation shortly after the announcement, claiming the investigation to be “an important step in strengthening antimonopoly oversight in the internet sphere”. As a result, from the antitrust probe, Alibaba lost nearly all of its stock-market gains in 2020, from $859 billion to $586 billion, by the end of December. Jack Ma vanished from public view when Ant’s IPO was suspended in early November, but resurfaced in January 2021 in a 50-second video, appearing briefly via video link at the digitally facilitated Rural Teacher Initiative. As of February 2021, he has yet to be seen in public.The video appearance caused Alibaba stock to jump more than 7%. In February 2021, Alibaba sold $5 billion in bonds, the company’s third large sale of dollar bonds, and in April, as part of a Chinese crackdown on big tech the state Administration for Market Regulation issued a $2.8 billion fine against Alibaba for anti-competitive practices and ordered Alibaba to file self-examination and compliance reports to the SAMR for three years.

This amounted to 12% of its 2020 net profit. Critics say the move tightens the Chinese’s governments control of tech companies. In June 2021, Alibaba’s Tmall Innovation Partnership turned around a major new cosmetic product in 59 Days. It is one of the fastest that they have ever managed to launch a new product. In 11 November 2021, it was reported that over the course of its 11-day Singles’ Day sales extravaganza, Alibaba Group Holding received a record 540.3 billion yuan (S$114.4 billion) in orders, a 14 percent increase over the previous year. Of course, Alibaba is not just confined to online sales. In 2020, the company doubled its stake in Chinese retailer Sun Art, taking control of one of China’s largest big-box chains that sells groceries and other household goods. As of the first quarter of 2021, Alibaba’s online-to-offline retail brand Freshippo owned 251 physical stores, increasing from 246 stores in the previous quarter. The majority of Freshippo stores are located in first- and second-tier cities in China.

《超级英雄幼儿园》在优酷上线 Genius Brands International 公司最近宣布，2022 年 3 月，其将在中国推出旗舰级儿童动画系列《斯坦·李的超级英雄幼儿园》第一季，该动画作品由阿诺德·施瓦辛格担任执行制片人及主演，并将在中国大陆三大流媒体平台之一优酷（阿里巴巴集团旗下视频流平台）开播。此外，这部好评如潮的动画系列还将在土豆网和酷喵应用程序上发布。阿诺德·施瓦辛格表示： “我一直都很喜欢把我的新作带给中国粉丝，因为他们是世界上最热情的粉丝，我等不及让他们看《斯坦·李的超级英雄幼儿园》了。” 2021 年 4 月 23 日，《斯坦·李的超级英雄幼儿园》在美国和加拿大的 Genius Brands 卡通频道首播，至今播放量已超过 7500 万。2022 年，该公司将继续在全球主要地区推出该系列动画。 Genius Brands 公司董事长兼首席执行官安迪·海沃德表示： “阿里巴巴集团旗下的优酷是全球对儿童影响最深远的媒体平台之一，我们很高兴让中国数百万儿童都能观看《斯坦·李的超级英雄幼儿园》。这部独特的动画系列内容丰富有趣，其传递了能让现代儿童产生共鸣的所有元素，以及积极的信息和阿诺德的明星魅力。” 优酷少儿频道总经理廖怀南表示： “为了制作出一个独一无二的系列作品，供儿童及其家人一起观看，Genius Brands 公司付出了非凡的努力。在《斯坦·李的超级英雄幼儿园》中，凭借阿诺德·施瓦辛格的主演魅力以及富有创意的故事情节和引人入胜的人物角色，我们将在美国和加拿大的成功基础上，在中国创造一个强大的粉丝群体，这一点毋庸置疑。” 《斯坦·李的超级英雄幼儿园》适合儿童及其家人一起观看，主要讲述了六个独特孩子的冒险，他们在老师阿诺德·阿姆斯特朗（又名“ 神奇队长”，是有史以

授权概览中国

来最伟大的超级英雄！）的帮助下，学习掌握他们的超级技能和基础知识。故事开始于五年前，阿诺德·阿姆斯特朗与他的宿敌邪恶的苏必利尔博士进行了最后一场战斗，从此失去了力量。几乎没有人知道，在打斗过程中，超能量粒子像雨点一般落在了一群毫无戒备的孩子身上。如今，这些孩子成为了格林维尔小学的幼儿园学生，在阿诺德·阿姆斯特朗的帮助下，他们必须学会在进

该系列第一季共 26 集，每集时长半小时。《斯坦·李的超级英雄幼儿园》由史上最成功的电影导演之一约翰·兰迪斯担任配音，《海绵宝宝》前首席编剧史蒂文·班克斯担任首席编剧。该系列动画由 Genius Brands 公司和斯坦·李成立的 POW! Entertainment 公司以及施瓦辛格成立的 Oak Productions 公司联合制作。P O W ! Entertainment 公司首席执行

行冒险时控制自己的力量。阿诺德·阿姆斯特朗的使命就是训练这些孩子，让他们安全地使用超能力，而不暴露身份。他们学习团队合作、健康、多样性和反欺凌的价值观，同时也保护他们的小镇不受敌人和邪恶的苏必利尔博士的伤害，而苏必利尔博士已经回到了全城的优等生学院，并担任校长丹佛斯。该系列为一个全新的群体打开了超级英雄题材的大门，并以丰富的动作和幽默的语言吸引儿童，而家长们也可以欣赏到与斯坦·李同等水平的高质量内容。

官吉尔·尚皮永、Genius Brands 公司董事长兼首席执行官安迪·海沃德、施瓦辛格和 Main Street Advisors 公司的保罗·沃特担任执行制片人。优酷是中国领先的多屏幕在线视频分享和流媒体平台，也是阿里巴巴集团“双 H” （Health 与 Happiness）战略下数字媒体和娱乐业务的重要组成部分。优酷少儿频道为儿童提供高品质的节目，其内容丰富全面，包括动画系列、儿歌、益智游戏、电子书、学前教育等类别。 39

TOTAL LICENSING CHINA

A PIONEERING APPROACH Introducing Global Trademark Licensing First established in 2008 in Hong Kong, Global Trademark Licensing Ltd (GTL) has grown to become a leading global licensing agency with seven offices located in the US, UK, Germany, Singapore, Hong Kong, China and the Philippines. As early pioneers in the Chinese market and with deep roots across Asian territories, GTL now ranks as one of Asia’s top five agencies, as well as being a top 15 licensing agency globally. GTL’s team of experts brings over 100 years of combined licensing experience across all major categories and a vast array of leading brands.

of mind for its partners, who trust in the agency to represent their brands and interests like an extension of their own team.

RACING TO CHINA LICENSING EXPO WITH LEADING AUTOMOTIVE BRANDS At China Licensing Expo, GTL will be showcasing its impressive roster featuring many of the world’s most famous automotive brands, including the London Electric Vehicle Company (LEVC), Lotus Cars, McLaren Racing,

McLaren Automotive, Scania, Mercedes-Benz, Pagani, Jaguar Cars and Land Rover.

McLaren GTL is proud to represent the Racing divisions of McLaren. McLaren Racing has one single mission: to win Grands Prix and World Championships. To design, build and operate a Formula 1 car at race-winning levels requires focus, ambition, imagination, dedication, and microscopic attention to detail. McLaren’s successful racing heritage has been driven by a relentless desire to innovate and this is reflected in their licensing programme. GTL has worked with McLaren and its licensees to ensure the programme is supported with extensive marketing and PR. Activations included stunts with Formula 1 drivers and a debut of ride on vehicles at McLaren’s stand at the Goodwood Festival of Speed. Additionally, to support McLaren’s fifth anniversary of the iconic McLaren P1TM, GTL successfully supported the brand with the launch of the very first kids’ mobility range of ride on vehicles. GTL is focused on expanding the toys and collectibles programme further.

This Asia focus makes GTL a unique proposition and with its highly experienced team at the helm, ensures the agency is ideally placed to capitalise on the many growth opportunities in this dynamic region. The GTL team prides itself on extensive market knowledge combined with a pro-active, innovative and creative business development approach that delivers outstanding results for its clients. GTL also offers a number of associated services, including revenue collection, industry-leading audit and inspections, and trademark protection that provide peace

TOTAL LICENSING CHINA trucks, 7,800 buses as well as 10,200 industrial and marine engines were delivered to customers. GTL began representing Scania earlier this year and, although the partnership is still in its infancy, there is already an incredible story to tell with many new licensees on board, including some of the largest players in the industry, alongside several new projects in the pipeline

that will be revealed in the coming six18 months. For Scania, GTL is focused on seeking licensees across all major toys, collectibles, and lifestyle categories with a particular focus on kids’ mobility

LEVC GTL represents LEVC, which produces the iconic London taxi, on a worldwide basis and is developing a crosscategory global consumer products programme with an initial focus on toys, apparel, homewares, and gifting. LEVC’s history began in 1908 when they launched their first dedicated black cab specially designed and commissioned for use in London. With its unmistakable silhouette and classic design cues, this iconic British vehicle has defined the company for over a century. In 2018, LEVC introduced its latest taxi model, the electric TX, which is the world’s cleanest, most advanced taxi ever, powered by LEVC’s revolutionary eCity technology.

Lotus By remaining true to the ethos of founder Colin Chapman, Lotus stands

alone as a brand dedicated to pure drivers’ cars. Innovative engineering, cutting-edge technologies and advanced materials ensure that every Lotus proves the value of achieving performance through light weight. As Lotus moves forward with an exciting new strategy, GTL is supporting the company with an extensive licensing programme, working with top-class partners across the toys, collectibles and interactive categories. This activity will support Lotus’ ambitious product launch strategy, which includes ranges from Tamiya, Mattel, Scalextrix and Codemasters, with many more to be revealed soon.

Scania Scania is a world leading provider of transport solutions and, together with its partners and customers, is driving the shift towards a sustainable transport system. In 2019 alone, 91,700

Mercedes-Benz GTL is proud to have represented Mercedes-Benz for over 10 years in the toys and collectibles categories with a major focus on trademark protection in China, as well as growing the licensing programme in the US and Asian markets.

Pagani Founded in 1998 by Horacio Pagani, who Top Gear described as the “de Vinci of car builders”, Pagani Automobili SpA is an Italian manufacturer of hypercars. T he first of its cars, the Zonda C12, was presented at the 1999 Geneva motor show. GTL is delighted to have represented Pagani for over five years in the toys and collectibles categories and the agency is actively looking for new licensees to add to the growing portfolio.

TOTAL LICENSING CHINA

Jaguar and Land Rover Since the first Jaguar car was produced in 1935, they have pushed the boundaries of what is possible. The current line-up of seven Jaguar cars and SUVs includes the luxurious XJ, which celebrated its 60th anniversary in 2018, alongside the Jaguar I-Pace the ultimate all-electric SUV. In 1970, Land Rover released the first production three-door Range Rover. Met with widespread critical acclaim, it was the first vehicle to deliver permanent Four-Wheel Drive. Today, the family of Land Rover extends to seven vehicles, from the ultimate luxury of the Range Rover to the adventurous Land Rover Defender. GTL has been representing Jaguar and Land Rover in the toys, collectibles, and interactive categories since 2015 and has helped grow their brand licensing programme to be amongst the leading in the automotive sector. There have been many highlights over the years, including the launch and joint press conference of the Lego Land Rover Defender at the Frankfurt Motor show, alongside the launch of the vehicle itself. GTL is actively seeking new partners in the toys , collectibles and interactive categories to add to the existing business.

A DIVERSIFYING PORTFOLIO – GTL POWERS UP CROSSFIRE REPRESENTATION Additionally, GTL will be heading to China Licensing Expo with a new addition to its growing and diversifying portfolio, CrossFire – a first-person shooter game that is now one of the world’s most renowned computer gaming titles. CrossFire has become one of the highest grossing online titles in China and currently boasts 670M active users across 80 countries. On behalf of the game’s developer and IP owner, Smilegate Entertainment, GTL is now seeking partnerships for the hugely successful property across all categories, including apparel & ac-

cessories, toys, collectibles, food & beverage, health, beauty & personal care, computer gaming electronics, publishing, promotions & partnerships, experiential and more. There are currently over 90 CrossFire consumer products sold in China through online channels that will also be available to new licensees, including Tencent QQ Mall and Tmall. Since launching in 2007 as a PC game, CrossFire has successfully established itself over the past decade and a half as a cross-platform franchise with multiple touchpoints for its growing legion of fans. In the e-Sports space, there continue to be regularly scheduled league events since 2013, and CrossFire is now the second most played eSports game in China. The Crossfire World Championship has broken viewership records worldwide with 37.5 million unique viewers. Crossfire also extended into a 36-episode web drama, which is jointly produced by Smilegate, Tencent Pictures, Yaoke Media, Spark Media and Lingke Shining. It has generated an estimated cumulative view count of over 2.2 billion since its launching in July 2020. The series tells a coming-of-age story about two young Crossfire gamers – played by famous Chinese actors Lu Han and Leo Wu Lei– trying to carve out a career in eSports.

Building on the success of Crossfire content, Sony Columbia is currently developing an original global theatrical film of the hit game. Tencent Pictures will co-finance and participate in the production of the movie, which will be produced through Neal H. Moritz’s Original Film label. CrossFire has also entered into live events and attractions for fans in China, with Smilegate opening its first branded indoor theme park in 2020 in partnership with location-based entertainment company Grand Laser Strike Association. Located in Suzhou Center, China’s largest shopping mall and landmark, the CrossFire theme park utilises the in-game elements of the game to give Chinese fans a new experience of the game. Smilegate is planning to open five further indoor theme parks in China.

For any general inquiries please contact inquiries@gtl-int.com. Additional company details can be found at: www.globaltrademarklicensing.com

中国的顶级零售商授权概览中国

永辉超市延续 2020 年的上升趋势，超越高鑫零售和华润万家，位列第四。然而，永辉超市的零售门店数量减少了 18.6%，是降幅最大的十强企业。沃尔玛中国的排名与去年保持不变，在百强连锁商店中位居第七。

中大部分是区域龙头企业和社区超市，分别是永辉、易捷、物美、美宜家、信誉楼、大参林、红旗连锁、钱大妈、佳惠集团、大张集团、新兴集团、天府集团、健之家健康药店和国美。

由于新冠疫情导致在线购物日益盛行，许多零售商对送货上门、团购和直播服务投入了大量资金。

因此，在线销售已成为百强企业业务增长的主要驱动因素，而这表现最亮眼的年度增长成就出些企业的 2020 年在线销售总额总部位于北京的全渠道零售商自新鲜食品零售商钱大妈之手，达到 5600 亿元人民币（867 亿美物美集团于 2020 年 4 月购入了其 2020 年销售额暴涨 90% 至元），同比增长 12%，占总销售额德国批发商麦德龙 80% 的中国 133 亿元人民币（20.6 亿美元）。的 23.3%。业务股权。此次收购成功让物美钱大妈成立于 2012 年 4 月，目打入今年的十强榜单，尽管物美前在中国开设了约 3,000 家门自营门店的业绩表现差强人意。店，其中大部分位于广东省。为了竭力清货，该公司每晚 7 点调查显示，百强连锁商店的总后提供不同程度的折扣。事实证销售额下跌 7.2% 至 2.4 万亿元明，这种商业模式深受价格敏感（3720 亿美元）。这一数字也占型消费者的欢迎，吸引了大量的消费品零售业的 6.1%，较 2019 客流光顾公司的实体店，并成为年报告的 6.3% 略有下降。自作为他们晚间活动的一部分。截 1997 年以来，这是百强企业的销至目前，钱大妈已完成五轮融售额首次出现负增长。调查还显资，极有可能在 2021 年上市。示，百强连锁商店中有 52 家的 2020 年销售额有所下降，整体下同样值得注意的是，社区团购公降了 15.4%。司于 2020 年首次荣登百强榜单。兴盛优选凭借着近 30 亿元在百强连锁商店中，仅有 15 家人民币（4.65 亿美元）的营业额实现了两位数的销售额增长，其位居榜单的第 97 位。

中国连锁商店和特许经销店根据综合线下和线上销售数据，协会近日公布了 2020 年中国百强连锁商店的年度排名情况。位居榜首的是苏宁易购，它也是主要的电子产品零售商和意大利国际米兰足球俱乐部的所有者。苏宁自 2015 年起成为中国最大的零售连锁运营商，其 2020 年销售额达到 4163.2 亿元人民币。国美零售控股与 2019 年一样位居次席，其 2020 年的销售额为 1407.5 亿元人民币（218 亿美元）。

根据中国连锁商店和特许经销店的百强榜单，2020 年中国零售连锁商店的十强排名如下表所示。

中国的 10 大顶级连锁商店

Name

Sales billion Yuan

Sales Growth

Total Stores

Store Growth

Suning.com Co Ltd

416.32

9.9%

9,786

19.1%

GOME Retail Holdings Ltd

140.75

10.3%

3,421

31.5%

Red Star Macalline Group

108.02

-14%

476

11.2%

Yonghui Superstores Co Ltd

104.54

12.2%

1,172

-18.6%

Sun Art Retail Group

95.49

0.1%

514

5.8%

China Resources Vanguard Co

87.83

-7.6%

3,261

0.8%

Wal-Mart China) Investment Co

87.4

6.2%

429

-2.9%

Sinopec Easy Joy Sales Co

80.6

15.1%

27,672

0.3%

Easyhome New Retail Group

65.74

-18.9%

502

16.7%

Wumart Stores Inc

62.92

26.2%

1,589

17.6%

Source: Produce Report 2021

授权概览中国撰写人：孙畅授权组中国玩具和婴童用品协会 charles_sun@tjpa-china.org

北京环球度假区内哈利波特的魔法世界

Z世代：

中国授权产品的目标消费者

经过多年筹备，坐落于通州的北中国年轻一代中掀起热潮。在中文简介 Z 世代消费者京环球度假区终于在今夏向广二十年后的 2021 年 9 月，由华根据普遍定义，中国 Z 世代是大公众开放，并很快霸占了中国纳兄弟授权、网易游戏出品的手指出生于 1998 年至 2014 年之新闻头条。这个度假区最受欢迎游《哈利波特：魔法觉醒》面世，间的一代人，而这代人现在约有的目的地之一在年轻观众中引再次点燃新老粉丝对魔法世界 2.8 亿。截至目前为止，超过三分起了轰动，那就是哈利波特的魔的兴趣，其中主要受众为 Z 世代之一的中国 Z 世代均已成年，并法世界。从魔法咒语到神奇生（Gen Z）。已经开始入读大学或正在就业，物，从黑暗魔头到勇敢英雄，再因此这一代人具有很强的消费加上令人热血沸腾的游乐设施在全球范围内，Z 世代被广泛研能力。和景点体验，哈利波特的魔法世究。在中国，Z 世代正在成为主界引领游客进入一个神奇刺激要的消费力，尤其是在文化娱乐 CTJPA 品牌授权委员会发布的的世界中。和授权商品方面。《2021 年中国授权行业报告》中国授权行业越来越关注中国指出，就中国 Z 世代消费者每年 2000 年 9 月，《哈利波特》系列 Z 世代，并研究他们的消费习购买授权产品的支出情况而言书籍在中国大陆出版。在不到一惯，从而抓住不断增长的市场机 1,001-2,000 元的年度消费总额年里，电影《哈利波特与魔法石》会。占比最高（36.3%），其次是 2,001也登上了中国银幕，并在当时的 3,000 元（26.6%）。中国 Z 世代消费者每年在授权产品上的花费不超过 3,000 元，这也与中国 Z 世代消费者的收入情况呈正相关。由于中国 Z 世代消费者的收入提高，他们对授权产品的资本投资也有着巨大的上升潜力。在询问中国 Z 世代消费者的未来购买意愿时，其中 50.7% 表示他们希望与之前的预算保持一致，而 34.9% 则表示他们会提高消费预算。整体而言，中国 Z 世代消费者的授权产品支出相对较高。就购买授权产品而言，中国 Z 世

代消费者相对分散，且相对集中分布在经济较发达且人均可支配收入较高的地区。

授权概览中国

前五位分别是江苏省（6 . 8 %）、广东省（6.5%）、上海（6.1%）、北京（6.0%）和浙江省（5.6%），但总体而言，消费者分布更加均匀。三四等线城市市场的年轻人的购买力和对 IP 的热情和热爱也不可低估。

中国产权 Z 世代之热爱

在出生和成长过程中，中国 Z 世代离不开互联网。这一代人大量使用社交网络，这让他们培养了消费内容的习惯，例如网络文学、动漫、电脑游戏。他们运用、讨论和分享产权和任务，从而形成了亚文化圈。

来源：《2021 年中国授权行业报告》

阅文旗下的《斗罗大陆》、哔哩哔哩出品的《灵笼》、《王者荣耀》以及腾讯互动娱乐出品的《和平精英》等游戏已经积累了数亿玩家。相比于他们的长辈，Z 世代的一个显着特点是他们普遍对中国文化有着更强的自豪感和自信心。因此，他们热衷于追求中国文化和中国品牌，从而引发了名为“中国时尚” （国潮）的流行趋势。

设计师玩具是一块“大蛋糕”

在所有授权商品和服务类别中，要数设计师玩具最受中国 Z 世代的追捧，因此几家专注于此类业务的上市公司应运而生。

2021 年中国 Z 世代消费者对授权产品/服务的消费意向

其中之一就是泡泡玛特。去年冬天，泡泡玛特（持有 Molly 和 Dimoo 等数十款深受中国 Z 世代欢迎的设计师玩具）在香港挂牌上市，而在今年 2 月，该公司的市值就已经逼近 1,000 亿元。与较年长的群体相比，Z 世代消费者更关注附加因素，例如产品外观、自我观点和态度的表网易游戏出品的手游——《哈利波特：魔法觉醒》

授权概览中国

CHART 3 Gen Z Consumers on Licensed Products by Region Jiangsu Guangdong Shanghai Beijing Zhejiang Shandong Fujian Henan Hubei Sichuan Others Source: China Licensing Industry Report 2021

CHART 4 Gen Z Consumers’ Motivations in purchasing Licensed Products Matching my image or mood Good consumption environment Stylish design Attracted by high popularity Exquisite craftsmanship/quality Affection and support of an IP Interesting and creative design Source: China Licensing Industry Report 2021 来源：《2021 年中国授权行业报告》

达、情感联系和产品消费趋势等。授权产品/服务能够吸引 Z 世代消费者的三大主要原因是人物设定或心情（26.6%）、消费氛围（23.7%）和精致美观的产品（15.7%）。

授权方和被授权方都在调整各自的经营策略，更加关注行业研讨会和展览，以便更好地迎合 Z 世代的喜好，并希望能够寻求突破口。在明年春天 2 月 23 日至 25 日，动漫、电影、博物馆、艺术等领域的授权商将再次聚集在上海新国际博览中心，参加第十五届中国授权展，力求推动授权业务继续发展。经过 15 年的发展，中国授权展得到广泛认可，被视为了解授权市场、推广品牌、拓展中国和亚洲授权业务的最有效渠道。

开创性方法

授权概览中国

引入全球商标授权 Global Trademark Licensing Ltd (GTL) 于 2008 年在香港成立，现已发展成为领先的全球授权代理机构，并于美国、英国、德国、新加坡、中国香港、中国大陆和菲律宾设有七个办事处。作为早期进入中国市场的先锋企业，并凭借着在亚洲地区打下的深厚根基，GTL 现已成为亚洲五大代理机构之一，也是全球 15 大授权代理机构之一。 GTL 的专家团队拥有 100 多年的综合授权经验，涵盖所有主要类别和众多领先品牌。

以亚洲为重点让 GTL 掌握独特主张，而且在其经验丰富的团队掌控全局下，确保该机构能够获得理想条件，能够在这个充满活力的地区内充分运用大量增长机会。 GTL 团队以其广泛的市场知识以及积极主动、创新性和创造性的业务发展方法而自豪，而这种方法能够为客户带来卓越成果。 GTL 还提供多项相关服务，包括收款服务、行业领先的审计和检查服务以及商标保护服务，从而让合作伙伴无所顾虑，他们信任该机构是他们自有团队的延伸，代表他们的品牌和利益。

得大奖赛和世界锦标赛。为了设计、制造和操作一级方程式赛车，需要专注敬业，放飞想象，心怀抱负并细心关注细节。迈凯伦能够掌握成功的赛车遗产，全赖他们对创新的不懈渴望，而这一点也反映在他们的授权计划中。在 GTL 与迈凯伦汽车公司的合作中，前者能够帮助打造覆盖所有主要玩具和收藏品类别的标准授权组合产品。其中包括骑乘车辆、无线电遥控车、复刻模型和主打滑板车和平衡自行车的儿童玩具汽车系列。

GTL 已经与迈凯伦及其被授权方进行合作，以确保该争相进入中国领先的授权计划得到广泛的营销展汽车品牌和公关支持。相关活动包括一级方程式车手在 2 月份的中国授权展上，GTL 的特技表演，以及在古将带来一份瞩目名单，其中包括德伍德速度节的迈凯许多世界知名的汽车品牌，包括伦展台上进行首驾。伦敦电动汽车公司 (LEVC)、莲花此外，为了支持迈凯汽车、迈凯伦赛车、迈凯伦汽车、伦旗下标志性迈凯伦斯堪尼亚、梅赛德斯-奔驰、帕加 P1TM 电动汽车面世五尼、捷豹汽车和路虎。周年，GTL 成功协助该品牌推出了首个儿童迈凯伦玩具汽车系列。 GTL 专 GTL 很荣幸能代表迈凯伦的豪注于进一步扩展玩具华超级跑车汽车和赛车部门。迈和收藏品计划。凯伦赛车部门只有一个任务：赢

LEVC

GTL 代表 LEVC，后者在全球生产标志性伦敦出租车，并正在开发跨类别的全球消费品计划，而该计划最初专注于玩具、服装、家居用品和礼品。 LEVC 的历史可追溯至 1908 年，当时该公司推出了他们首辆专用黑色出租车——一辆专门设计并应用于伦敦的出租车。该款标志性英国汽车有着鲜明确切的外形和经典的设计细节，这也成为自身一个多世纪以来的特点。 2018 年，LEVC 推出了最新款的出租车型，那就是 TX 电动汽车，

该款汽车也是全球有史以来最清洁、最先进的出租车，由 LEVC 的革命性 eCity 技术提供动力。

授权概览中国

莲花汽车

通过始终秉承创始人科林·查普曼 (Colin Chapman) 的精神，莲花汽车是专注于纯驾驶汽车的独立品牌。创新工艺、尖端技术和先进材料能够确保每辆莲花汽车均能通过轻量发挥性能，从而证明自身价值。由于莲花汽车运用令人兴奋的新战略进行发展，GTL 正在通过广泛的授权计划为其提供帮助，同时联手玩具、收藏品和互动类别的顶级合作伙伴。这项活动将支持莲花汽车雄心勃勃的产品发布战略，其中包括 Tamiya、Mattel、Scalextrix 和 Codemasters，还有更多产品即将上市。

斯堪尼亚

斯堪尼亚是世界一流的交通运输解决方案供应商，并与其合作伙伴和客户一起推动转型，从而迈向可持续运输系统。仅 2019 年，斯堪尼亚就向客户交付了 91,700 辆卡车、7,800 辆公共汽车以及 10,200 台工业和船用引

擎。 GTL 于今年初开始代表斯堪尼亚，尽管双方才开始合作，但是令人难以置信是，已经有许多新被授权方加入，其中包括一些业内最大企业，以及几个正在筹备中的新项目，而这些项目将于未来 6-18 个月内拉开帷幕。对于斯堪尼亚，GTL 专注于寻找所有主要玩具、收藏品和生活方式类别的被授权方，特别强调儿童玩具汽车

梅赛德斯-奔驰

GTL 很荣幸能够在 10 多年里代表梅赛德斯-奔驰的玩具和收藏品，重点关注中国的商标保护工作，以及发展美国和亚洲市场的授权计划。

帕加尼

Pagani Automobili SpA 由拉西欧· 帕加尼 (Horacio Pagani) 创立于 1998 年，被《英国疯狂汽车秀》 (Top Gear) 誉为“汽车制造商的达芬奇”。 Pagani Automobili SpA 是一家意大利超级跑车制造商。该制造商的首款汽车 Zonda C12 在 1999 年日内瓦车展上展出。 GTL 很高兴能够在超过 5 年里代表帕加尼的玩具和收藏品，并正在积极寻找新的被授权人，以扩大不断增加的产品组合。

捷豹和路虎

自第一辆捷豹汽车于 1935 年面世以来，捷豹汽车已经突破了可能的技术界限。捷豹目前拥有 SUV 等七款车型，包括豪华 XJ 电动汽车。捷豹于 2018 年庆祝 48

成立 60 周年，并推出了终极纯电动 SUV 捷豹 I-Pace。 1970 年，路虎发布了首款量产三门揽胜。该款车型获得了广泛好评，是第一款提供永久性四轮驱动的车辆。如今，路虎家族已扩展至七款车型，包括极致奢华的揽胜和大胆开拓的路虎卫士。自 2015 年以来，GTL 一直代表捷豹和路虎的玩具、收藏品和互动类别，并帮助这些品牌发展其品牌授权计划，让其能够跻身汽车行业领袖之列。这些年来呈献了众多精彩场面，包括乐高与路虎卫士合作进行的法兰克福车展发布和联合新闻发布会，以及汽车发布。 GTL 正在积极寻找玩具、收藏品和互动类别的新合作伙伴，以扩大现有业务。

多元化投资组合 – GTL 助力《穿越火线》演示

授权概览中国

穿越火线》现已成为中国第二大莫瑞兹 (Neal H. Moritz)的原创电最火爆的电子竞技游戏。 “ 穿越影厂牌负责。火线世界锦标赛”以 3,750 万独立观众的成绩打破了全球收视《穿越火线》还为中国粉丝举办率记录。了现场活动和景点活动，而笑门

此外，GTL 还将为中国授权展带来一款新作，以补充其不断增长和多样化的产品组合——《穿越火线》，这是一款第一人称射击游戏，现在也是全球最知名的电脑游戏之一。《穿越火线》已成为中国营收最高的在线游戏之一，目前拥有 6.7 亿活跃用户，覆盖 80 个国家/地区。

GTL 代表游戏开发商和 IP 所有者韩国笑门娱乐，并现正为所有类别中大受欢迎的产权寻求合《穿越火线》还衍生出一套 36 娱乐与基于位置的娱乐公司镭作伙伴，这些类别覆盖服装和配集网剧，由笑门娱乐、腾讯影业、战大联盟合作，并于 2020 年开饰、玩具、收藏品、食品和饮料、耀客传媒、星火传媒、翎刻闪耀设了其首个品牌室内主题公园。健康、美容和个人护理、电脑游影视联合出品。自 2020 年 7 月《穿越火线》主题乐园位于苏州戏电子产品、出版、促销和合作问世以来，该剧的观看次数预计中心广场（中国最大的购物中心伙伴关系以及体验等。目前有超已超过 22 亿。该剧集讲述了两和地标），利用游戏内的元素，为过 90 种《穿越火线》消费产品在个年轻的《穿越火线》游戏玩家中国粉丝带来全新的游戏体验。中国在线渠道上销售，而这些产的成长故事。这两名玩家由中国笑门娱乐计划在中国开设另外品也将向新的被授权方供应，包知名演员鹿晗和吴磊饰演，他们五个室内主题公园。括腾讯 QQ 商城和天猫。试图在电子竞技领域开创一番事业。中国授权展（展位号 E3C13）的全自 2007 年作为 PC 游戏面世以球商标授权预约簿现已开放。来，《穿越火线》已在过去十五年请联系 Summer Lin 在《穿越火线》内容大获成功的中成功地确立了自己作为特许 (Summer@gtl-int.com) 进行预订。基础上，索尼哥伦比亚目前正在经营产品的地位，并为其不断增如需了解一般问题，请联系 inqui开发一部改编自热门游戏的原长的粉丝群提供了多个接触点。 ries@gtl-int.com。创全球戏剧电影。腾讯影业将共在电子竞技领域，自 2013 年以如需了解其他公司详情，请参阅同出资并参与该电影的制作，且来，联赛赛事继续定期举办，而《 globaltrademarklicensing.com 该电影的制作工作将由尼尔·H· 49

授权概览中国

全球最大的电影市场

中国已连续两年蝉联全球最大的电影市场，以 470 亿元（74 亿美元）的票房收入超过北美（美国票房收入为 44.8 亿美元）。由于新冠肺炎疫情的影响，世界各地的电影制作和影院运营都受到了重大影响。2020 年 7 月，中国的影院开始重新开放。早在新冠肺炎疫情出现之前，中国就已经与好莱坞齐头并进，其票房收入超过 90 亿美元。在电影制作方面，中国仅次于印度宝莱坞，并且正致力于制作中国大片。随着人们生活水平的提高和娱乐需求的增长，中国观众对全球电影行业的影响将日益扩大。更有专家预测，在疫情过后，中国的全球票房份额将继续增长。

2021 年，在中国上映的电影中，国产电影约占 90%。同年，外来电影仅贡献了约 15.5% 的总票房收入，落至非国产电影在过去

几年里的最低点。 2021 年，历史性战争电影《长津湖》成为中国影史票房冠军，其票房收入约为 58 亿元。随着国

2021 年中国票房高收入电影排行榜（单位：十亿元）《长津湖》

5.77

《唐人街探案 3》

4.52

《你好，李焕英》

《我和我的父辈》

《速度与激情 9》《怒火·重案》《中国医生》

《哥斯拉大战金刚》《送你一朵小红花》《悬崖之上》

5.41 1.48 1.39 1.33 1.33 1.23 1.2

1.19

来源：Statista 2022

授权概览中国

明略行 BrandZ 全球品牌 100 强中的中国品牌数量

中国史诗级战争电影《长津湖》于 2021 年上映，由陈凯歌、徐克和林超贤联合执导。兰晓龙、黄建新担任编剧，于东监制，吴京和易烊千玺领衔主演。《长津湖》是中国迄今为止制作成本最高的电影，预算为 2 亿美元。这部电影的故事受中共中央宣传部委托制作，以纪念中国共产党成立 100 周年。至今为止，这部电影的全球票房已超过 9.13 亿美元，在 2021 年电影票房排行榜中位居第二，同时也是中国影史上票房最高的电影及票房最高的非英语电影。该电影以抗美援朝战争中的长津湖战役为背景，讲述了中国人民志愿军迫使美军撤退的故事。 2020 年 10 月 25 日，《长津湖》在北京举办开机发布会，2021 年 5月 25 日，该片正式杀青。七万名人民解放军战士在片中担任临时演员。 2022 年 2 月 1 日，该电影的续集《长津湖之水门桥》在各大影院上映。

5 1 2006

2009

2012

产电影在中国不断取得巨大成功，中国市场对外来电影的限制也越来越多。《速度与激情 9》与《哥斯拉大战金刚》是去年进入票房榜前十的仅有的两部海外电影。根据最新报道和一项概述电影行业工作重点的新政府计划，中国计划在未来五年将其电影银幕数量扩大到 10 万以上，每年上映至少 50 部票房收入达到 1500 万美元的电影，以维持其全球最大电影市场的地位。中国最大的电影制片厂是横店影视城，其被称为“ 中国好莱坞”。2020 年，根据 2019 年的公司收入，在媒体和娱乐领域，中国最有价值的三家媒体公司分别隶属于腾讯、百度和网易，其所获利润远远超过国内其他公司。广告和营销公司蓝色光标集团以 40.3 亿美元的年收入位居第四。2020 年，短视频平台抖音的品牌价值达到大约 168.8 亿美元，在明略行公司发布的 BrandZ 中国品牌 100 强排行榜中被评为最有价值的中国娱乐品牌，紧随其后的是其强大的竞争对手快手，其品牌价值约为 85.5 亿美元。

2015

2018 2021 来源：Statista 2022

国产电影和外来电影在中国电影市场中所占份额 25.9%

20.9%

21.9%

26.1%

25%

16.7%

10.04%

74.1%

79.1%

78.1%

73.9%

75%

83.3%

89.96%

国产电影

外来电影

来源：Statista 2022

TOTAL LICENSING CHINA By Charles Sun Licensing Team China Toy & Juvenile Products Association, charles_sun@tjpa-china.org

Generation Z:

Target Consumer for Licensed Products in China was launched, licensed by Warner Brothers and produced by NetEase Games, and, once again ignited the magic world for the old and new fans, among which Generation Z (Gen Z) is the main component.

The Wizarding World of Harry Potter at the Universal Beijing Resort

The Universal Beijing Resort finally opened to the public this summer in Tongzhou, after years of preparation, and soon hit the headlines in China. One of the most popular destinations is The Wizarding World of Harry Potter, which has created a big stir in the young audience. From magical spells to magical creatures, from dark villains to daring heroes, plus, experience pulse-pounding rides and attractions, the Wizarding World of Harry Pot-

ter transport visitors into a world of magical thrills and excitement. In September 2000, Harry Potter books were published in mainland China. Less than one year later, the film Harry Potter and the Sorcerer’s Stone was also released, setting off an upsurge among the young Chinese generation at that time. Twenty years later, in September 2021, the mobile game Harry Potter: Magic Awakened

Gen Z is a widely researched group around the world. In China, Gen Z is growing to become a leading force of in terms of consumption, especially for cultural entertainment and licensed goods. The Chinese licensing industry is paying more attention to Chinese Gen Z, researching their consumption habits in order to seize the growing market opportunities.

Profile of Chinese Gen Z Consumers A widely accepted definition of Chinese Gen Z refers to people who were born between 1998 and 2014 which now account for a population of nearly 280 million. Up to now, over one third of Chinese Gen Z are adults, who have already started college or are working and, therefore, have strong consumption abilities. The China Licensing Industry Report 2021 by CTJPA Brand Licensing Council shows that, according to annual expenditure of Chinese Gen Z consumers on licensed products, the consumption sum of RMB 1,001-2,000 a year took up the highest proportion (36.3%), followed by that of RMB 2,001-3,000 (26.6%). The annual expenditure of Chinese Gen Z consumers on licensed products was mainly less than RMB 3,000, which was also positively correlated with the income of Chinese Gen Z consumers. As the income of Chinese Gen Z consumers increased, its capital investment in licensed products also had great growth potential. When asked about their willingness

TOTAL LICENSING CHINA to purchase in the future, 50.7% of Chinese Gen Z consumers expressed they would like to stay in line with their previous budgets, and 34.9% of them stated that their consumption budget would increase their budgets. On the whole, Chinese Gen Z consumers tended to maintain relatively high expenditures on licensed products. Chinese Gen Z consumers in terms of licensed products were relatively scattered, and relatively concentrated in the regions with fairly developed economies and high per capita disposable income. The Top 5 was Jiangsu Province (6.8%), Guangdong Province (6.5%), Shanghai (6.1%), Beijing (6.0%) and Zhejiang Province (5.6%), but the consumers were more evenly distributed overall. The purchasing power of youth in the markets in lower-tier cities and their enthusiasm and love for IPs should also not be underestimated.

Chinese Gen Z Consumers’ willingness to spend on licensed products/services in 2021

Properties Chinese Gen Z loves Chinese Gen Z was born and grew up with the Internet. Heavy use of social networks has enabled them to develop the habit of content consumption, such as Network literature, animation, computer games. Properties and characters are consumed, discussed and shared by Gen Z, resulting in the formation of subculture circles. Doula Continent owned by China Literature, Incarnation produced by Bilibili, Honor of Kings, Game for

Source: China Licensing Industry Report 2021

Peace produced by Tencent Interactive Entertainment have accumulated hundreds of millions of players. A remarkable feature of Gen Z’s is they in general have stronger pride and confidence than their elders in Chinese culture. Therefore, they are keen to pursue Chinese culture and Chinese brands, which lead to a trend known as China Fashion (guochao).

Harry Potter: Magic Awakened, a mobile game by NetEase Games 53

TOTAL LICENSING CHINA

CHART 3 Gen Z Consumers on Licensed Products by Region Jiangsu

Designer toys, a big cake Among all the categories of licensed goods and services, Designer toys are especially preferred by Chinese Gen Z, spawning several listed companies focusing on these businesses.

Guangdong Shanghai Beijing Zhejiang Shandong Fujian Henan Hubei Sichuan Others Source: China Licensing Industry Report 2021

CHART 4 Gen Z Consumers’ Motivations in purchasing Licensed Products

One of them is Pop Mart, owner of Molly, Dimoo and dozens of other popular designer toys among Chinese Gen Z, listed in Hong Kong stock market last winter, whose market value reached nearly RMB 100 billion this February. Compared with older groups, Gen Z consumers paid more attention to additional factors such as product appearance, expression of self-views and attitudes, emotional connection and trends in product consumption. The top three reasons why licensed products/services attracted Gen Z consumers were character setting or mood (26.6%), consumption atmosphere (23.7%) and good-looking products (15.7%).

Matching my image or mood Good consumption environment Stylish design Attracted by high popularity Exquisite craftsmanship/quality Affection and support of an IP Interesting and creative design Source: China Licensing Industry Report 2021

Source: China Licensing Industry Report 2021

Both licensors and licensees are adjusting their business strategies, paying more attention to industry seminars and exhibitions, to better satisfy the preferences of generation Z and to hopefully seek breakthroughs. From February 23 to 25 next Spring, licensors of animation, films, museums, art and other categories will gather again at the 15th session of China Licensing Expo at Shanghai New International Expo Center to promote the continued development of licensing business. After 15 years of development, China Licensing Expo is widely recognized as the most effective channel to understand the licensing market, promote brands, and expand licensing business in China and Asia.

TOTAL LICENSING CHINA

SMILEY PARTNERS WITH TSINGTAO BEER The Smiley Company has partnered with China’s number-one beer brand Tsingtao for an exclusive collaboration. The limited-edition range of beer will be sold across mainland China. The pairing of SmileyWorld – known for happiness, positivity and self-expression – with trend-driven brand Tsingtao creates the perfect platform to engage with young adults through a campaign centred around creating a “Happy Planet” full of happy people. Launched late last year, the collaboration features music-related designs on millions of Tsingtao ‘Pure Draft’ cans and bottles. With eight SmileyWorld icons decorating the cans, including bespoke icons created especially for the campaign, Tsingtao and SmileyWorld encourages people to express their attitude through the Smileys. A limited edition bottle has also been created, with a design intended to bring people together: when placed

together, two bottles create a complete Smiley, showcasing the power of friendship and sharing. Supported by a 360-degree marketing campaign including TVC, online and social media, content was created for WeChat, Weibo, Little Red Book and TikTok. Tsingtao’s brand ambassador Hua Chenyu, a musician with 40 million followers on Weibo and over 7 million on Tik Tok, also promoted the partnership through online and social media. Nicolas Loufrani, SmileyWorld CEO said, “Tsingtao is the most iconic beer brand in China, one perfectly matched to SmileyWorld in terms of appeal to trend-driven consumers. The Smiley Studio created a new set of bespoke designs to appeal to Chinese consumers and co-created a fantastic activation with our friends at Tsingtao.This proves once again the talent of the team at the Smiley Studio and our abil-

ity to work with the most professional brands and agencies in the world.” A Tsingtao Beer spokesperson commented: “Our Pure Draft beer and SmileyWorld collaborated to reimagine our current packaging with a fresh SmileyWorld design. The new can and bottle designs are trendy, fun and creative. By creating these impactful and appealing trend-driven products, we have created a link between beer and the lifestyle industry. We believe that the collaboration between our two brands will bring consumers more fresh and novel experiences.”

AUTHENTIC BRANDS SIGN LONG-TERM LICENSE WITH TRISTATE HOLDINGS FOR REEBOK Authentic Brands Group has announced the signing of a long-term license agreement with Tristate Holdings Limited, a longstanding ABG partner and recognized global leader of premium brands, to become the core licensee and operator for Reebok in China, Hong Kong, Macau and Taiwan. With the Reebok agreement, ABG expands its current relationship with Tristate, who is the operator for other key ABG-owned brands including Nautica and Spyder. Tristate will take on the Reebok branded retail stores, e-commerce operations and wholesale distribution in China, Hong Kong, Macau and Taiwan. The license includes footwear for men, women and kids as well as sportswear, outerwear and activewear for men, women and kids. “We are thrilled to build on our longstanding relationship with ABG,” said Peter Wang, Chairman and CEO of Tristate. “Reebok is a highly soughtafter brand, and we are confident in its direction under ABG’s ownership and strategic development worldwide.

We look forward to bringing Reebok, a brand with incredible heritage and strength, into our 35-plus years’ experience of managing premium brands in the region.” “Having worked together for several years, we have established a trusted relationship with Tristate and are thrilled to continue our joint success as they take on the role of Reebok operator within Greater China,” said Jamie Salter, Founder of ABG. “Securing an expert operating partner in the region has been a strategic

focus in order to solidify the brand’s position within this crucial market.” The agreement becomes effective upon the completed transfer of ownership of the Reebok brand from adidas to ABG. The deal is expected to close in the first quarter of 2022.

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TOTAL授权概览中国 LICENSING CHINA

旗下拥有一些最知名娱乐品牌的维亚康姆哥伦比亚集团向授权概览中国介绍了他们的品牌活动以及未来一年的计划。

释放内容的力量

维亚康姆哥伦比亚集团 (ViacomCBS)拥有流行文化和娱乐领域的一系列最知名的品牌：Nickelodeon、Nick Jr.、Comedy Central、CBS、Showtime、MTV 和派拉蒙等。我们通过丰富的内容库来满足不同世代以及人群的需求，并借助公司的整个生态系统以及合作伙伴关系来发布和推广这些内容。在中国，我们与爱奇艺、芒果 TV、优酷、腾讯、中央电视台、今日头条、西瓜视频等平台都建立了长期且强有力的合作关系，正因如此，无论是传统平台还是新兴平台，我们的内容才得以在多个平台上覆盖相关的目标消费者。维亚康姆哥伦比亚集团的媒体组合在全球电视收视总份额中排名第一，同时还是在社交媒体上，娱乐领域的顶级公司。从书籍和电影到电视连续剧、视频游戏和播客，我们的内容在史无前例的时代里让广大受众不断参与、了解资讯和享受娱乐。我们最脍炙人口的一些精彩内容包括《海绵宝宝》、《汪汪队立大功》、《加菲猫》、《爱探险的朵拉》、《忍者神龟》和《星际迷航》等。除了现有的英雄主题外，我们还制作了与观众息息相关的精彩

新内容。我们欢迎各种想法和合指数方式推出更多举措，举办更作，共同为中国打造全球品牌，多的现场和售票活动，确保吸引不仅是为了我们自己的网络，也额外的互动量。为了第三方。凭借我们广泛的全在新冠疫情过后的新常态下，我球网络和平台，我们很荣幸能为们迅速行动起来，不断顺势而变本地内容创作者和电影制作人做出必要的调整，同时始终坚持才创造机会，让他们向世界其他一贯的信念 - 即我们拥有最好的地区展示自己的作品。 IP 来推动您的业务发展。在零售领域，我们的消费者产品部门专注于以公司的生态系统《海绵宝宝》全力支持最有价值的 IP，范围 SPONGEBOB SQUAREPANTS 涉及全球并涵盖故事片, 广播、有线电视、免费播出合作伙伴、流媒体和优质电视台, 体验和游戏。我们始终专注于让公司的各项业务能够引领零售业变革和消费者行为转变，并时刻关注世界上正在发生的事情，让我们与每个年龄段、每个通道、每个地方都密不可分。我们不断推动发展，并为包括大众、电商和新渠道在内的所有层级创造机会。在中国，全球排名第一的适合学龄前儿童的动画片《汪汪队立大功》一直都是我们最重要的作品。凭借趋势和洞察力分析，我们与广大粉丝和消费者保持着惊人的密切关系，并与我们最优秀的总代理广州艺洲人品牌管海绵宝宝已经成为跨越多年龄理股份有限公司、斯平玛斯特有层的偶像，备受众多粉丝的追限公司和羚邦动画﹙国际﹚有捧。在 2019 年开播 20 周年纪念限公司携手合作，共同提供高品活动以及新内容产出的刺激下，质的创新作品。除零售业务外，《海绵宝宝》的业务自 2018 年我们还通过在中国各地商场内以来已增长了一倍以上。截至目开展多场活动，并在各大主要城前，《海绵宝宝》在全球已有 700 市举办舞台剧等现场体验，进一多个合作伙伴，在 20 多个不同步促进品牌推广。类别中推出了 500 多种不同的与玩具反斗城等大型零售商合产品。作举办的见面会亦是我们与消在中国，《海绵宝宝》仍然是我们费者保持紧密联系的重要方式的明星作品之一。之一，同时也为消费者提供了更仅在今年，我们就与百多与喜爱的动画人物亲密接触丽、海澜之家、蕉内、I.T 旗的机会。这种与粉丝亲密接触的下:CHOCOOLATE、E·LAND衣尝试将让我们在未来几年内以恋旗下SPAO、衣品天成等品牌

域合作；同时，我们与 Tommy Hilfiger 等国际知名品牌的全球时尚合作也进军中国。与泡泡玛特 (POP MART) 合作推出的两款非常成功的玩具珍藏系列 --The Monsters 和 Space Molly 活动更是在粉丝中激起了惊人的网络狂潮。《海绵宝宝》以其对跨越各年龄层男女粉丝的吸引力，在跨品类中斩获了胜利。在 2020 年，《海绵宝宝》在包括食品饮料和家居在内的多个关键品类上，也出现了明显的增长。

授权概览中国

司还在今年 1 月荣获了“2020 年亚洲最佳授权商奖” ，并且在 2021 年 7 月斩获了“2021 年中国授权奖年度最佳授权商-食品/饮料类”奖项。去年 6 月，当冒险湾的狗狗们出现在CCTV中央电视台“央视频” 的数字儿童节庆祝活动中时，它们更是受到了中国粉丝的热烈欢迎！为了进一步扩大和加深与孩子们的互动，我们正在筹备音乐剧《汪汪队立大功之海盗宝藏》巡演，以及在全国主要城市举行广受欢迎的商场活动，通常每个月都会吸引超过 200 万人次参与。

在《海绵宝宝》大获成功的基础之上，我们将继续深耕更广阔的市场，因为那里有更多未知的可能性等待探索。 2022 年，广受欢《加菲猫》迎的《海绵宝宝》系列将迎来第 GARFIELD 儿童的必看动画，而我们也将 13 季的播出，同时我们的两个衍继续在中国推出为更多孩子们作为世界上发行量最大的连环生剧系列也将迎来首播。我们首画，《加菲猫》同样广受欢迎！在所喜爱的《汪汪队立大功》。去先将开启《Kamp Koral》（珊瑚年 11 月，《汪汪队立大功之超能我们最近的品牌和粉丝洞察研营地）的大门，通过《珊瑚营地：《加菲猫》的知名度和喜爱救援》特辑的票房收入使其成为究中，海绵宝宝的童年》把粉丝们带回了 2020 年儿童动画电影类别的度高达 95%，并且其地位多年海绵宝宝和他的朋友们第一次来难以撼动；为此，我们计划进第一名！在的夏令营上相遇的时刻。自 3 《汪汪队立大功大电影》影院上一步推动这一跨世代的周边产月首播以来，该系列迅速飙升为映, ，成为了本年度的最大新闻。 Paramount+ 上最受欢迎的儿派拉蒙、维亚康姆哥伦比亚集团童原创作品之一。和斯平玛斯特的联合营销力量，在第二部衍生剧中，为了向派大通过顶级的零售促销计划和世星致意，整个小镇都被涂成了粉界各地线上和线下的大力宣传，红色。在《派大星秀》中，粉丝们势必会将该系列电影推向新的将和整个派大星家族见面。如果高度。您喜欢派大星，那就等着迎接派继电影取得成功之后，我们将精大星爷爷吧！准出击，继续保持良好势头。构这些丰富的精彩内容对海绵宝建起稳定的内容渠道，我们将继宝和派大星而言都是新的机会！续为业务助力，努力保持最热门我们的创意团队一直都忙于创学龄前儿童教育系列之一的势造工具来支持发展：从新系列头不减，以更多新主题报答我们的设计风格指南，到探索性的画最庞大粉丝群的厚爱。册、趋势指导等，您一定会迫不围绕斯平玛斯特的玩具系列，内及待地想踏上前往比基尼海滩容成为了玩具开发的灵感。周边的旅程。产品和《汪汪队立大功》剧集将继续推出。该动画片在多个周边《汪汪队立大功》产品类别中都有上佳的表现，包 PAW PATROL 括服装和包装消费品 (CPG)，后毫无疑问，由斯平玛斯特娱乐者已成为一项逐年增长的业务。 (Spin Master Entertainment) 在去年与天猫合作推出的双十推出的《汪汪队立大功》风靡全一促销活动中，在短短的不到 5 球，确切地说已经成为了 170 个分钟的时间里，《汪汪队立大功》地区最受欢迎的学龄前儿童IP。奶酪棒的销量便突破了 150 万这些来自冒险湾深受信任和喜条！为此，我们的合作伙伴上海爱的狗狗们，已经成为学龄前妙可蓝多食品科技股份有限公

品巨无霸。我们与 Fun 和 BABiBOO 服装等合作伙伴展开合作，使得“加菲猫”品牌服饰在中国的零售点超过了 1000 个。去年，我们与卡宾、Gofu Jewellery 等时尚公司以及泡泡玛特 (POP MART) 的梦幻场景玩具收藏系列展开了多次成功合作，从而有助于激发市场对更多周边产品的需求。对于那些和这位喜欢千层面的老朋友一样“讨厌星期一”的加菲控来说，广州推出了悠闲的“ 加菲猫巡游项目” ，带领大家逃脱众所周知的星期一忧郁症，而名创优品 (Miniso) 的加入更是让加菲猫的形象更加深受大众的喜爱。

授权概览中国

等和英雄主义为基石和主要价要成为“Avatar”的年轻英雄--值观的未来梦想。它已经成为作为唯一能够掌握空气、水、土一种灵感，帮助推动我们已知和火四种元素的人类，他将肩负的科学；它甚至影响了现代通起拯救世界的重任。而续集《降信设备、人工智能（AI）、虚拟现实世神通：科拉传奇》将故事转向（AR）等的出现。了一个现代化的世界，主角科拉今年，《星际迷航》迎来了自己的是一个 17 岁的女孩，也是《降世 55 周年纪念，这也证明了它在神通：最后的气宗》中阿昂的继不同年代和文化中的持久吸引承人。力。尽管《星际迷航》已经推出了《降世神通：最后的气宗》凭借 6 个经典系列，3 个正在进行的系列，以及 13 部电影，但其创意产出并没有放缓脚步。随着粉丝群的不断壮大和即将推出的新内容，周边产品势必又将再度掀起热潮！三个备受好评和喜爱的连续剧---《星际迷航：皮卡德》、《星际迷航：发现号》以及《星际迷航：下层舰员》的新剧集引发期定期举行的商场活动也进一步待，继续在我们的各个平台上创提升了《加菲猫》在这个世界上下新的收视纪录。人口最多的国家的形象。 2022 很多《星际迷航》合作项目在中推出的三季（共 61 集）成为了年，我们计划与羚邦合作，在一国都大获成功。 2019 年，《星际史上最受欢迎的动画片之一。为些主要城市举办《加菲猫》活动，迷航：发现号》携手 VIVO 推出此，它荣获了“皮博迪奖”、 “艾美巩固其在流行文化中的地位，同 iQOO 智能手机限量联名礼盒，奖（黄金时段）”、 “安妮奖”和“创时进一步推动周边衍生品销售。一经发布就瞬间售罄下架。它的世纪奖”。当 2020 年 5 月在美国加菲猫搞笑、可爱、经典的形象未来派主题尤其受到科技公司奈飞（Netflix）首播时，该片创造深受中国粉丝的喜爱，这只炫（如戴尔 Alienware外星人电了连续 61 天排名前十的记录，酷的猫猫还将迎来更大的发展脑）和运动品牌（如鸿星尔克）的并被 NPD 评选为“2020 年美国空间。青睐，因此与它们开展了接触与动画儿童节目第一名”。除了剧合作。集的成功，该作品还被翻译成漫《星际迷航》 2022 年，《星际迷航》的宇宙将画书和连环画小说系列，继续演 STAR TREK 继续扩张，《星际迷航：神童》将绎新的原创故事。《星际迷航》掀起了一股全球热成为以儿童动画内容为主题的《科拉传奇》目前还在 Netflix 潮，在全球 188 个国家和地区首部作品。它讲述了一群少年发播出，在 NPD 评选的 2020 年美拥有无数粉丝，被认为是有史以现了一艘废弃的星际舰队飞船，国动画儿童节目中排名第 8 位；来最具代表性的品牌之一。故事于是利用它来寻找冒险、意义和该剧早在 2012 年 4 月就开始发生在一个乌托邦式的未来世救赎的故事。《神童》是全家人一在 Nickelodeon 播出，并且总界，在那里，人类团结起来走向起进入《星际迷航》宇宙的完美共播出了四季（52 集）。第一季星空，探索陌生的新世界，寻找之选；它也将开启通往专门针对作为基本有线电视的第一大儿新的生命和文明，勇踏前人未至儿童的《星际迷航》周边产品的童节目进行了首播，每一集都会之境。《星际迷航》不仅仅是一个大门。吸引 380 万观众，在当年创下了故事，它体现了一个以乐观、平动画系列的最高收视纪录。该系列由 Mike DiMartino 和 Bryan 《降世神通》 Konietzko 创作和监制，后来 AVATAR: THE LAST 被翻译成了超过 25 种语言。这 AIRBENDER 部作品还被电视剧联合创作者自 2005 年以来，《降世神通》的 DiMartino 成功改编成了持续推世界及其引人入胜的角色将广出的漫画小说系列。大影迷带入了一个丰富多彩、身首部漫画小说《科拉传奇：土耳临其境的世界。《降世神通：最后其战争》的故事情节自 2017 年的气宗》凭借其引人入胜的故事首次亮相以来，便一直保持在儿一鸣惊人，故事讲述了一个注定童小说、青少年科幻小说和漫画 58

小说等多个类别的销量前十位。《降世神通》IP至今仍深受人们的喜爱。《降世神通》在线上拥有超过 650 万的全球粉丝，已成为仅次于《海绵宝宝》，在社交网络上互动率排名第二的 Nickelodeon 品牌。凭借这些令人振奋的数字，《降世神通：最后的气宗》于去年 5 月开通了 YouTube 频道，目前已吸引超过 3.25 亿次观看，并正在成为儿童和家庭产品组合中增长最快、互动率最高的频道。这就证明了新老粉丝仍被《降世神通》的世界所吸引这一不争的事实。年长的观众倾向于该剧的战争和情感关系等严肃主题，而年轻的观众则青睐这位 12 岁小英雄的身手与幽默。随着怀旧情绪在年长粉丝心中被唤起，以及新一代开始探索这个令人身临其境的世界，我们正在开发一系列全新的创意和设计要素，以便捕捉降世神通的活力、友谊和美丽，进而帮助转化为周边产品。届时，中国 18 岁以上成人粉丝可以期待令人激动的周边产品，范围涵盖从服装和收藏品到玩具和游戏。最近与 McFarlane Toys 签署了一项全球协议，新的《降世神通：最后的气宗》动作人物玩偶很快就会推向市场。和其他许多产品一样，这也将满足众多降世神通迷们一直以来的梦想。

《实景娱乐》 LOCATION-BASED ENTERTAINMENT 通过沉浸式的实景娱乐体验与观众近距离互动依然是维亚康姆哥伦比亚集团全球业务的核心。我们的实景娱乐团队与全球领先的文旅开发企业合作，携手打造引人入胜的线下IP娱乐体验，并且专注于以派拉蒙、尼克儿童频道、 MTV 和 CBS 品牌中最具代表性和深入人心的IP深度开发。从主题公园、娱乐中心、现场表演、节庆活动、到酒店和度假村，维亚康姆哥伦比亚集团不断为全年龄段的粉丝和游客创造多元化的线下触点和独特体验。 2020 年 12 月，我们在亚洲开设

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了首家尼克欢乐时光家庭娱乐中心，该中心分为四个主题区，分别是《海绵宝宝》、《汪汪队立大功》、《爱探险的朵拉》和《忍者龟》，并且还设有尼克主题零售和游乐园咖啡厅。这处 1500 平方米的室内景点位于深圳最佳休闲购物目的地之一的华侨城欢乐海岸，也是该都市娱乐商业综合体的旗舰项目。自开业以来，尼克欢乐时光持续占据中国最大的景点评论和票务平台一大众点评的深圳家庭娱乐中心之榜首位置。尼克欢乐时光以一种全新的方式将亲子游客和他们喜爱的动画人物联系起来，从而满足了中国市场对互动型和多代家庭娱乐的强大需求。在设计和策划尼克欢乐时光的体验时，我们通过市场数据来筛选不仅大受欢迎，而且还具有市场吸引力和文化相关性的 IP人物，以便最好地迎合中国观众。其中一项标志性景点便是带有故事性的多媒体互动体验，游客可以在比奇堡与派大星和海绵宝宝一起“抓水母”。在美国两大娱乐购物中心「美国摩」和「美国梦」的尼克室内主题乐园的成功基础上，亚洲首个尼克乐园正在重庆的中国摩 (Mall of China) 开发建设，预计将于 2022 年开业。重庆的项目占地 40,000平方米，将成为尼克最大的室内主题公园，共设有 29 个主题景点，其中包括 14 个深受中国

家庭喜爱的尼克IP。以《忍者龟》为主题的过山车预计将创下室内过山车的四项全新世界纪录：最长的轨道、最高的落差、最多的翻转和最高的极速。该乐园还将推出亚洲首个倾斜的跳楼机项目。目前，派拉蒙影业计划在巴厘岛打造一座主题公园，届时广大影迷将有机会亲身体验该好莱坞著名电影制片厂的经典电影和大片系列，比如《罗马假日》、《教父》、《星际迷航》、《古墓丽影》和《碟中谍》。在世界的另一端，我们的全新尼克玛雅海岸酒店度假村已在墨西哥盛大开业。这座海滨家庭度假村有着许多首创之处，包括 280 间海滨游泳套房、屋顶阁楼式大菠萝套房、首次推出的忍者龟巢穴套房，以及独一无二的 Aqua Nick 水上乐园 – 它本身就是一个非常好玩的目的地，设有漂流河、水滑梯、戏水公园和互动水上游乐场！随着新项目的陆续达成，我们进一步拓展实景娱乐板块，为我们的品牌打开更多的合作机会，探索更多元化的全业态发展。我们将为广大粉丝们继续努力，为观众带来不一样的精彩，让世界各地的家庭感受快乐难忘的实景娱乐体验。 59

TOTAL LICENSING CHINA

China Kids Profile

TOTAL LICENSING CHINA

7 - 14 years old

Harry Potter Detective Conan Marvel

Mickey Mouse Lego

Barbie

Girls

Frozen

Little Head Son The Smurfs Boonie Bears

Garfield Tom & Jerry

Snow White

SpongeBob Squarepants

Pleasant Goat

Spiderman

Transformers

Ironman Superman

Boys

Minions

One Piece Honor of Kings

Ultraman

GG Bond

Pikachu

Paw Patrol

Peppa Pig

Super Wings

0 - 6 years old

About BrandTrends The report combines consumer research, in depth industry analysis and international trends in a single, comprehensive information source. Several times a year, a total of 105,040 children and young adults are surveyed via an online questionnaire on 42 countries across the following five age groups: Infants 0 - 2 years, Preschoolers 3 - 6 years, Children 7 - 9 years, Tweens & young teens 10 - 14 years,Young Adults 15 - 25 years (10 countries only). Each age group comprises 50% boys and 50% girls. For infants and preschoolers, parents are the respondents on behalf of a nominated child.Visual images of each brand are used to test awareness, ownership and purchase intentions, once all unaided questions have been submitted. Analysis and reporting are conducted in the week following fieldwork. For more information visit www.brandtrends. com

授权概览中国

中国主题乐园革命在过去 20 年一直发展的北京环球影城于近日开始试运营，并引爆了整个国内文旅消费市场。作为中国首家、亚洲第三家、全球第五家的环球影城主题公园，早于 8 月 20 日，北京环球影城就首次开放进行员工内测，部分黄牛私售的内测票价格逼近 8,000 元。 9 月 1 日，北京环球影城正式开始试运营。各大社交平台上发布了体验视频、游玩攻略以及偶遇明星的时刻，进一步点燃了消费者对北京环球影城的强烈兴趣。许多国内消费者至今还对上海迪士尼乐园开放时的火爆场景历历在目。在北京环球影城开放前，2016 年上海迪士尼的正式开业也被视为该行业发展的分水岭事件，这也带动了国内主题公园的发展。作为一线城市，北京虽然坐拥欢乐谷等项目，但还是缺少了“主题公园”。现在，北京环球影城就填补了这个空缺。与此同时，继北京环球影城之后，众多国际主题乐园计划也在加速推进，其中就包括梦工厂和乐高乐园。深圳乐高主题乐园最快将于 2024 年开放。面对日益激烈的行业竞争，国内主题公园将如何突出重围？ 62

发展方式主题公园是立足于特定主题或内容之上，汇聚多种娱乐活动、休闲元素和服务招待设施的现代旅游目的地。近年来，随着国家经济的快速发展，主题公园产业也迎来了强劲的发展势头。就区域分布情况而言，目前的大型主题公园主要集中在以广州和深圳为中心的珠三角地区，以上海和苏州为中心的长三角和环渤海地区，以及多个中西部新一线城市，例如长沙、武汉和成都等。基本上，这种分布情况与我国区域经济发展水平和国内旅游市场结构保持一致。中国主题公园的发展主要经历了四个阶段。第一代主题公园主要是游乐园、园林和影视剧拍摄基地；第二代主题公园主要是微缩景观，还伴随着影视城；第三代主题公园培养现代主题文化；第四代主题公园打造全产业链、全新技术以及知名 IP。发展动力高人口密度+旅游开发高人口密度和快速发展的旅游业构成了人们对中国主题公园的需求之基。全球知名主题公园大多集中在高人口密度和高国

内生产总值的地区。世界 25 大主题公园集中在洛杉矶、东京、香港、北京和首尔等地，这些地方人口密度和人均国内生产总值均处于高值。消费需求升级随着人均国内生产总值的继续攀升，国内休闲度假旅游市场也继续扩大，早于 2016 年就达到约 6,000 亿元，且其在旅游消费中的占比不断提高。居民消费水平不断提高，推动旅游消费观念不断变化升级。除了满足日常开支外，居民对文化娱乐的需求不断提高，而他们的消费意愿也显著增强。中国主题公园公司逐渐增多，而国际知名主题公园也进入了中国市场。本土知名主题公园也培养了中国特色 IP 文化，唤起了公众消费中国主题公园体验的热情。知识产权文化快速发展 IP 文化是主题公园的核心，是扩大品牌影响力、提升品牌知名度、增强可持续竞争力的有效方式。近年来，国内外 IP 产业快速发展，推动了主题公园产业快速发展。通过建立自有 IP、获得 IP 授权、合作打造 IP 等方式获取

授权概览中国

IP，主题公园加深了公众对 IP 的认识。

与迪士尼园内充满梦幻和卡通幻想元素的童话世界不同，环球影城致力于打造实景体验和游政策援助乐场项目模式。环球影城的母公 2012 年，政府出台了《关于规范司 NBC 环球的业务分为四大部主题公园发展的若干意见》，进分——有线网络、广播电视、电影一步加强监管，明确主题公园范娱乐和主题公园。其中主题公园围和类型，并进一步规范主题公业务主要包括好莱坞环球影城、园产业发展。 2018 年，国家发改奥兰多环球影城、日本大阪环球委出台了《关于规范主题公园建影城、新加坡圣淘沙环球影城以设发展的指导意见》。该《意见》及新开业的北京环球度假区。从三个方面，即丰富文化内涵、提高科技含金量和扩大市场主财务状况体，为主题公园的转型升级工作营业额：在 2019 财年，环球影城提供了指导方向。中国主题公园主题公园的收益达 5.93 亿美元产业迈入了黄金发展时代。2018 （+4.4%），占 NBC 环球收益的年，中国主题公园产业市场零售 17.25%。游客消费内容覆盖门票额突破 400 亿元。销售、食品、饮料以及园内供应

的其他商品。 2020 年，由于受到疫情的影响，园区暂时关闭。大阪环球影城从 2 月下旬开始闭园。奥兰多和好莱坞环球影城从 3 月中旬开始闭园。奥兰多和大阪主题公园从 6 月起允许部分游客入园。因此，2020 年的收益有所下降。盈利能力：主题公园的成本主要包括公园运营成本，包括维护及相关管理成本、食品、饮料和商品成本、劳务成本以及销售和营销成本。由于闭园和营销相关成本下降，2020 年的运营成本将减少。自 2014 年以来，环球影城的净资产收益率 (ROE) 基本维持在 15%，且 2017 年录得最高 33% ；而资产回报率 (ROA) 则稳定维持在 4%-5%，并于 2017 年因净利润增长而实现 12.15%。环球影城的 ROE 与迪士尼基本持平，但是 ROA 逊色于迪士尼。

运营模式目前，环球影城共设有 5 个主题公园，均为独资自营、与其他公司合资或授权第三方使用 IP 进行运营。其中，NBC 环球由两家公司全资拥有并独立运营：佛罗里达州奥兰多和加利福尼亚州好莱坞。与其他公司和两家环球控股设立的合资企业：日本大阪环球影城由 NBC 环球与日本 USJ 公司共同拥有，其中环球控股占 51%；对于落成于北京的第五个主题公园，NBC 环球控股占 30%，并由多家北京市国有企业共同出资设立。新加坡圣淘沙名胜世界的全部股份归云顶集团所有，并取得了环球影城授权。西班牙地中海环球影城的授

授权概览中国

娱乐于一体的综合商业体，内设 80 个主题餐饮门店及 30 个售卖特色商品的零售门店。两家度假酒店为全球首批以环球品牌命名的环球影城酒店，以及首旅集团旗下诺金品牌的首家度假酒店。两家酒店一共能够提供 1200 间客房。一期每年接待游客量预计为 1200-1500 万人次。二期占地 165.83 公顷。计划建设内容包含中国元素的主题公园，并引入中国文化和孙悟空等 IP。三期计划建设水上乐园。

权运营尚未获得通过，但被纳入了研究范围。

IP 模式在 IP 娱乐项目上，迪士尼乐园和环球影城采用不同策略。迪士尼乐园内的所有项目均建立在自有 IP 的基础上，而环球影城主题乐园内的游乐项目、景点和产品更多是第三方 IP 授权或与第三方联合开发和合作所得。 64

北京环球度假区北京环球度假区是一个主题公园旅游目的地综合体。落成后将成为全球规模最大的环球影城主题公园。首期占地 159.57 公顷，包括环球影城好莱坞主题公园、北京环球城市大道以及两家度假酒店。环球影城园区包括 7 大主题景区、37 个骑乘娱乐设施及地标景点、24 种表演演出。环球城市大道是集零售、餐饮、

溢出效应主题公园可以产生极大的溢出效应。拥有 IP 的旅游度假综合体（例如北京环球影城）能够产生的辐射效应是普通景区的 10-15 倍。从经济效益上看，北京环球影城在落成后可望提高北京的就业和旅游业收入，同时提高旅游业占 GDP 的比重，并且拉动相关产业的发展。从社会效益上看，北京环球影城在落成后可望在不同程度上带动度假区周边区域、京津冀以及我国旅游发展和城市转型升级，并为市民提供了新的旅游、度假和休闲空间。我国和谐社会建设工作将推动政府管理、服务创新和技术创新。

授权概览中国

CCTV14 推出全新《爱心小熊》系列动画标志性娱乐资产爱心小熊的所有者 Cloudco Entertainment 公司在中国 CCTV14 公共广播网络推出了全新的《爱心小熊：解锁魔法》动画系列作品。在推出内容的同时，该公司也与我国签订了新的玩具协议，这些协议将为这部动画新作以及将在 2022 年举行的爱心小熊 40 周年纪念活动提供支持。爱心小熊系列产品在美国、欧洲和亚太地区均取得了重大成功，

钟，2 集时长为 22 分钟。明年初，爱心小熊将与泡泡玛特合作，在中国发布新的玩具和收藏品系列。本次协议由 IMG 中国代理，旨在向青少年和年轻人推出一系列人偶手办、盲盒和新奇产品。为了纪念爱心小熊 40 年来向全球传播的分享与关怀，该品牌将在泡泡玛特首次发行该玩具系列，并将在其举办 40 周年庆祝活动之际，向全国各地的线上和实体零售商进行发

自 10 月起，中国 CCTV14 少儿频道开始面向全国播放《爱心小熊：解锁魔法》。这部全新的 2D 动画系列作品由 Cloudco Entertainment 公司制作，共有 50 集，其中 48 集时长为 11 分

售。《爱心小熊：解锁魔法》讲述了欢乐熊、易怒熊、好运熊、活力熊和分享熊踏上一段新征程的故事，它们将从爱心村前往一线光明境，那是一个美丽而又神秘

Etro 为庆祝中国农历新年推出功夫熊猫胶囊系列为了庆祝中国虎年，Etro 以梦工厂动画电影《功夫熊猫》中的主要角色悍娇虎为特色，推出了独家限量版胶囊系列。该系列时尚服装与配饰男女皆宜，由 Etro 与环球品牌开发公司和梦工厂动画公司合作推出，

通过一种有趣而欢快的方式重新诠释老虎的象征意义，以迎接中国新年。T 恤、运动衫、衬衫、围巾和一系列印有标志性 Paisley 图案的包、配饰和小型皮具上都饰有电影角色展现功夫动作的印花。该胶囊系列目前仅在欧洲、美国、中国、日本和新加坡的 Etro 门店、Etro 线上商店 etro.com 以及指定国际零售商处限量发售。

Etro 为庆祝新年推出功夫熊猫胶囊系列

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的世界，住着一群天真无邪的生物“飘飘”，它们擅长种植种子，让爱心村的神奇土地持续生长。在整部作品中，爱心小熊利用它们腹部徽章的力量传播分享、关怀、友谊和勇气，同时在这段旅程中尽情地享受欢乐。 Cloudco Entertainment 公司国际授权副总裁 Roubina Tchoboian 表示： “我们很高兴能在 2022 年，即爱心小熊品牌成立 40 周年之际，将爱心小熊的特许经营权引入中国。父母和孩子们都会喜欢爱心小熊这次全新的精彩冒险。” 泡泡玛特知识产权开发与管理负责人徐小冰表示： “我们很高兴能与风靡全球多年的爱心小熊合作。对于 IP 以及为消费者传递幸福的理念，我们双方达成了高度一致的理解。我们期待未来能够携手合作，创造更多卓越的作品，继续为全球用户带来更好的消费体验。” Cloudco Entertainment 公司内容战略与联合制作执行副总裁 Ian Lambur 表示： “我们很高兴能够通过 Gulli 扩大我们在法国的影响力，并通过 CCTV 在中国吸引到新的观众。期待我们能在不久的将来达成更多交易。”

授权概览中国

瑞奇集团在优酷播出《缇娜托尼全知道》

《缇娜托尼全知道》动画系列适合具有好奇心且乐于探索有关世界万物的各种话题的儿童观看。缇娜运营着一个视频博客，它会运用自己的知识解答观众的问题，因此，即使对于年纪小的观众来说，它的故事也很有趣。缇娜和它的朋友们在节目中探讨了许多重要的话题，比如“为什么我们有两只眼睛却只有一张嘴”、 “空气是什么”、 “谁是真

正的艺术家”等。该项目旨在通过有趣的互动方式对儿童进行学前教育，让儿童在观看动画中学习，寓教于乐。该系列作品涵盖了早期教育的三大板块，即艺术、科学和互动式娱乐。瑞奇集团首席执行官 Mark Zavadskiy 表示： “我们与优酷少儿频道和阿里巴巴集团的新联合项目将在中国首映。方法学家、儿童心理学家和科学顾问都参与了《缇娜托尼全知道》的创作。这是一本关于世界万物的儿童百科全书，小象缇娜以有趣且易于儿童理解的形式回答了儿童关心的各种问题。它会向小观众们讲解自然现象，教他们跳舞，讨论“读书和看电影哪个更有趣”。缇娜将帮助您了解自己和他人的情绪，并告诉您在争吵时如何和解等等。该项目旨在培养学龄前儿童的情商和创造力。我们的动画人物提倡积极和安全的行为。很高兴看到我们的《缇娜托尼》系列动画获得了中国观众的高度认可，也很荣幸能与阿里巴巴集团发展合作，将《缇娜托尼全知道》引入中国。” 优酷少儿频道制片人陆叶表示： “中国儿童非常喜欢《缇娜托尼》，这些人物能够为他们带来温暖安心的陪伴感。我们相信缇娜和托尼会成为全球儿童的好伙伴。” 2018 年，瑞奇集团与阿里巴巴集团（以阿里巴巴文化传媒有限

公司为代表）在海参崴举行的第四届东方经济论坛上签订了协议，正式开始合作。该战略协议是中俄文化交流进程中的一大重要举措，由瑞奇集团制作的《缇娜托尼》系列作品是阿里巴巴集团旗下首个针对学龄前儿童的俄罗斯动画项目。作为中国互联网领先的少儿视频平台，优酷少儿频道旗下有许多全球顶尖的动画和教育品牌。2018 年 11 月，第一季《缇娜托尼》动画剧集在中国阿里巴巴集团旗下的视频流媒体平台优酷上首播。在该项目取得巨大成功后，双方又联合制作了新的一季，该系列将于 2021 年 7 月在中国播出。《缇娜托尼》也再次引起了热烈反响，其人气指数超越了该平台上的其他所有动画项目。在短短几年时间内，《缇娜托尼》系列作品的总播放量已突破 50 亿，在业界风靡一时。 2021 年 10 月，瑞奇集团宣布将再开发三季。《缇娜托尼》IP 的布局延长至 2025 年，第三季预计将于今年夏天在中国上映。

King Features Syndicate 公司最近宣布，其将与一系列新的合作伙伴进行合作，以扩展针对大力水手和奥利弗的全球授权计划。扩展领域包括促销、餐饮类别中新的领域、合作伙伴和产品线。

大力水手在食品领域享有盛誉。在 20 世纪 30 年代，美国菠菜的销量增加了 33%，菠菜种植商将其归功于大力水手。最近，King Features 公司对奥利弗进行了更新，他们为该角色推出了全新的外观和品牌定位。在前几次发行成功的基础上，King Features 公司将授权重点转向促销和食品类别的扩展，以在全球范围内发展该品牌，并在亚洲和北美洲继续稳健发展。该公司将在中国举办一个促销

活动，由广州圆梦域文化策划有限公司在全国发售大力水手系列玻璃杯、环保袋、胸针、口罩、T 恤和贴纸，同时，韩国鲜于娱乐有限公司开始在全球推出限量版大力水手主题包，其适用于安卓 9.0 及以上版本，用户可以通过三星应用商店下载。其他主题包将于 2022 年发布。羚邦动画有限公司为 King Features 公司在日本的代理商，该公司在日本的新合作中发挥了协调作用，并在中国、新加坡和印度尼西亚促成了交易。

俄罗斯领先的动画制作公司瑞奇集团与中国最大的视频托管平台优酷少儿频道（中国版 YouTube）开展合作，就其新动画项目《缇娜托尼全知道》进行独家首映。该动画项目的创作基础来源于瑞奇集团与优酷少儿频道（隶属于阿里巴巴集团）联合制作的动画系列节目《缇娜托尼》。第一季总共包括 12 集，每集时长 3 分钟，其在策划过程中均采用了 3D 与 2D 结合的技术。该项目分为中文、英文和俄文配音版本。该系列预计将于 2023 年在俄罗斯上映。

大力水手促销活动

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Licensing China - Preview ..........................................................................28

Boston Museum in China..........................................................................23

Unleashing the power of content............................................................56

Navigating the Metaverse.........................................................................27

The expanding world of Alibaba..............................................................36

Inspiration from the V&A..............................................................................6

Warhammer Growth in China ....................................................................8