TOTAL LICENSING
agents in other Asian territories now
buy products direct.
A recent launch is a licensing program
for magazine brand Marie Claire. The
program will follow the model set by
Fiorucci and will be aimed at magazine
readers aged 16 to 20.
The company also has a growing li-
censing program for the art of Van
Gogh. Products include high-end rang-
es of accessories, tableware, watches,
chocolate and pens.
A series of seminars and conferences
ran alongside the show featuring a
wide range of topics including sports
ing to enter the Chinese mainland a Lifestyle Pavilion which housed a
licensing, brand extension, entertain-
market. Hong Kong exhibitions and number of fashion brands and ready-
ment licensing, intellectual property
consumer product shows are an ex- to-license lifestyle properties.
protection and licensing business op-
cellent platform for reaching potential One such company exhibiting was
portunities in the Chinese mainland.
licensees. Hong Kong has deep busi- Fiorucci. The company specializes in
Of course, a major highlight of the
ness connections with the mainland, the licensing of European fashion and
show was the presentation of the
and it is renowned for its business lifestyle brands. The Fiorucci brand
Fourth Premier Asian Licensing
integrity, its independent judiciary and itself was launched into Asia in 2003
Awards, co-organised by the Hong
its intellectual property rights protec- through ranges of bags, shoes, acces-
Kong Trade Development Council
tion. sories and housewares via a selection
(who organize the show) and LIMA.
The show, for the first time, featured of key licensees from whom all sub-
This year, a total of 176 nominations
LICENSING RESEARCH REPORT
over recent years. In fact, the Chinese had a great impact on the mainland’s
mainland market has grown significantly, licensing business.
expanding at an average annual rate of So, although at an early stage of devel-
around 20% a year. The Chinese main- opment, the Chinese mainland is consid-
land now represents more than 80% of ered a promising market, as was dem-
Asia’s licensing market, excluding Ja- onstrated by answers within the TDC
pan, up from around 50% in 2001. research survey. The questionnaire sur-
Aside from its size and growth, the vey with licensors and licensing agents
Chinese mainland’s licensing mar- showed that around three-quarters of
ket is characterised by its
low per capita spending
on licensed products com-
pared with other more
developed Asian markets
such as Japan, Hong Kong
or Singapore. At $0.85 per capita,
the potential of the Chinese main-
The Hong Kong Trade Development
land’s licensing market seems
Council have recently unveiled the re-
enormous. Aside from traditional
sults of a major research document enti-
media on the mainland, there is
tled China’s Licensing Market and Hong
increasing adoption of new media
Kong’s Role.
such as the internet and mobile
According to the report, Asia accounts
phones in promoting licensed
for around 8.5% of the world’s licensing
properties. The number of internet
marketplace and, excluding the relatively
users exceeded 130 million at the
stagnant licensing market in Japan, Asia’s
end of 2006 – a five-fold increase
licensing market has performed well
from 2002. Rapid growth of the
online games market has also
136
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