The 2019 Asian Awards by thebuggreport

ASIAN AWARDS 2019

ABOUT LICENSING INTERNATIONAL Licensing International – formerly known as LIMA – is the leading trade organization for the global licensing industry. Licensing International’s mission is to foster the growth and expansion of licensing around the world, raise the level of professionalism for licensing practitioners, and create greater awareness of the benefits of licensing to the business community at large. Founded in 1985, Licensing International members in over 40 countries enjoy access to an array of benefits, including extensive educational programming and worldwide networking events. Visit LicensingInternational.org for more information and to utilize licensing’s definitive online resource. For details about Licensing International Greater China and Southeast Asia, please contact us via email at info@licensinginternational.org

关于国际授权业协会国际授权业协会成立于1985年，是全球授权行业最具影响力与权威性的非营利组织。协会的宗旨是促进全球授权行业的发展和增长，提高授权从业人员的专业水平，以及深化授权能创造更大商业价值的认识。

总部在美国纽约，在英国、德国、澳大利亚、中国、日本、墨西哥设有办事处，在巴西、意大利、法国、俄罗斯、印度、北欧等地委任代表，为世界各地的会员提供服务。协会拥有超过1200家企业会员，遍及世界40多个国家和地区，包括授权商、被授权商、授权代理商、制造商、零售商、品牌顾问、法律与会计服务机构等不同类别。一直以来，协会致力于在世界各地推动授权行业蓬勃发展，通过展会、研讨会、交流会、商业论坛、酒会派对等各类活动搭建跨界交流合作的平台，帮助会员企业挖掘自身授权业务潜力和拓展国际业务，并为会员提供多种商业机会和商业网络。如欲了解更多会员福利及行业资讯，请访问

www.licensinginternational.org或www.licensinginternational.org.cn(中文网站)

LICENSING INTERNATIONAL GREATER CHINA & S.E. ASIA

WELCOME MESSAGE 欢迎辞 We are delighted to once again celebrate excellence in brand licensing here in Asia from among the very best in our industry. Now in its 7th year, Licensing International Asian Awards recognize innovation, creativity, marketing and retail success. This year’s slate includes 63 nominees in 13 award categories, with total submissions up 28% over last year. All of you are part of a vibrant and growing business community. Global sales of licensed merchandise worldwide demonstrated strong year over year growth: in 2018 the total global licensing industry reached $280.3B, an increase of more than 3.2%. Today the brand licensing industry in Asia Pac is a $37.4B business. Licensing International’s mission is to help grow brand licensing worldwide. We are dedicated to helping our members continue to thrive and be successful in this dynamic ever-changing global industry. For nearly 35 years, Licensing International has been at the forefront of connecting licensees, manufacturers, licensors, agents, service providers and retailers. We connect businesses to business and people to people from more than 40 countries. We are proud to be the premier association for the global brand licensing industry. Congratulations to all the nominees on your accomplishments. Thank you for all your inspiring work. I personally wish everyone here this evening a happy, healthy and prosperous New Year. 我们很高兴在此再次表彰过去一年在亚洲授权业界具有突出表现和卓越成就的品牌和项目。作为亚洲授权领域的最高奖项，亚洲授权业卓越大奖在行业备受关注和认可，为促进亚洲授权业界的交流互动与共同发展提供不竭动力。今年大奖组委会收到的提名申请数量同比增长近28%，经由企业高管及行业专家组成的国际评审团层层选拔， 13个奖项类别共计产生63项入围提名。亚洲在全球授权市场中表现最为强劲，未来发展潜力也相当巨大。根据2019全球授权市场报告显示， 2018年全球授权商品零售额同比增长3.2%至2803亿美元，其中整个亚洲地区的零售额近374亿美元，占全球市场约 13.3%，同比上涨5.6%，尤其中国（包括香港地区）授权商品的零售额，同比增长6.8%，至95亿美元，是全球前五大授权市场中增长速度最快的国家。亚洲国家的人口众多，加上消费经济基础设施的快速发展，未来该地区的授权市场将延续高速增长态势。最后，再次祝贺今年的入围者，也祝愿亚洲授权行业的发展越来越好！

Maura Regan President, Licensing International 国际授权业协会主席

ASIAN AWARDS 2019

LICENSING INTERNATIONAL GREATER CHINA & S.E. ASIA

GLOBAL OFFICES

全球办事处

Headquarters 总部 United States美国 350 Fifth Avenue, Suite 6410 New York, NY 10118 Representative Offices 海外办事处 AUSTRALIA澳大利亚 - Tony Bugg - tbugg@licensing.org CHINA中国 - Tani Wong - twong@licensing.org GERMANY德国 - Peter Hollo - phollo@licensing.org JAPAN日本 - Kaori Taniguchi - kaori.taniguchi@licensing.or.jp MEXICO墨西哥 - David Martinez - dmartinez@licensingmexico.com UNITED KINGDOM英国 - Kelvyn Gardner - kgardner@licensing.org International Reps 国际代表处 BRAZIL巴西 - Marici Ferreira - marici@abral.org.br FRANCE法国 - Laurent Taieb - ltaieb@licensing.org INDIA印度 - Jiggy George - jgeorge@licensing.org ITALY意大利 - Roberta Nebbia - rnebbia@licensing.org NORDICS北欧 - Kati Uusi-Rauva - kati.uusirauva@agma.fi RUSSIA俄罗斯 - Marina Semenikhina - msemenikhina@licensing.org

LICENSING INTERNATIONAL GREATER CHINA & S.E. ASIA

LICENSING ACADEMY

授权学院研讨会

*Organised by Licensing International

7 January 2020 Grand Foyer 三楼大会堂前厅 09:45-10:15 Basics of Licensing 基本授权知识 Speaker: Tani Wong, Managing Director, Greater China and Southeast Asia, Licensing International 演讲嘉宾：黄玉芬，国际授权业协会大中华及东南亚区董事总经理 10:30-11:00 Licensing and the Law – Intellectual Property Management 授权与法律——知识产权管理 Speaker: Xi Minjie, Partner, Jingtian&Gongcheng 演讲嘉宾: 奚敏洁, 竞天公诚律师事务所合伙人 11:15-11:45 The Pluralistic Cooperations of Virtual Intellectual Properties 虚拟知识产权之多元合作 Speaker: Ao Zirui, General Manager of IP Cooperation Department, Beijing Shijianwanxiang Culture & Media Co, Ltd. 演讲嘉宾: 敖子睿, 北京世间万相文化传媒有限公司IP合作部总经理 12:00-12:30 How to Build a Licensing Program with Limited Budget 如何在有限的预算下构建授权项目 Speaker: Noletta Chiu, Executive Director, Medialink Group Limited 演讲嘉宾: 赵小凤, 羚邦集团有限公司执行董事 14:30-15:00 How E-Tailers Build the Ecosystem of Licensed Products Retail 电商平台如何构建IP零售的生态环境 Speaker: Ron Chen, Service Platform General Manager, JD.COM 演讲嘉宾: 陈新博, 北京京东世纪贸易有限公司京纪圈总经理 15:15-15:45 Brands and Intellectual Property: An Effective Collaboration 品牌和知识产权的有效合作 Speaker: Michelle Zhang, Creative Strategy Director, Haier Group - Haier Mass Customization Platform 演讲嘉宾: 张煜晗, 海尔集团 - 海尔大规模定制平台创新策略总监 16:00-16:30 Licensing and the Law: Protecting Your Brand 授权与法律——保护你的品牌 Speaker: James Choi, Senior Associate, Ella Cheong & Alan Chiu, Solicitors & Notaries 演讲嘉宾: 蔡梓杰, 张淑姬赵之威律师行高级律师

8 January 2020 Grand Foyer 三楼大会堂前厅 09:45-10:15 Understanding Royalty 认识版税 Speaker: Marilu Corpus, Chief Executive Officer, Click! Licensing Asia, Inc. 演讲嘉宾: Marilu Corpus, 可利可亚洲专利授权有限公司首席执行官 10:30-11:00 Anatomy of License Agreement 授权合约解构 Speaker: Lin Zhao, Partner, Beijing East IP Law Firm 演讲嘉宾: 赵琳, 北京市东权律师事务所合伙人 11:15-11:45 How Licensing Works for Manufacturers 生产商如何利用授权创造商机 Speaker: Tony Zhu, Managing Director, Vipo Global Limited 演讲嘉宾: 朱焕涛, 伟华全球有限公司董事总经理

LICENSING INTERNATIONAL GREATER CHINA & S.E. ASIA

ASIAN AWARDS 2019 ASIAN PROPERTY OF THE YEAR

B.Duck

Super Wings

SEMK Products Limited

ALPHA GROUP CO., LTD.

Boonie Bears

Teddy Bear Collection

Fantawild Animation Inc.

Shanghai Skynet Brand Management Corp., Ltd

PINKFONG SMART STUDY COMPANY LIMITED

LICENSING INTERNATIONAL GREATER CHINA & S.E. ASIA

ASIAN AWARDS 2019 CORPORATE BRAND/LIFESTYLE PROPERTY OF THE YEAR

B.Duck

Marvel

SEMK Products Limited

The Walt Disney Company

Coca-Cola The Coca-Cola Company

PETS ROCK POLYBLANK DESIGNS LTD (T/A TAKKODA)

Discovery Expedition Discovery Communications, LLC

LICENSING INTERNATIONAL GREATER CHINA & S.E. ASIA

ASIAN AWARDS 2019 DIGITAL PROPERTY OF THE YEAR

Honor of Kings

World of Warcraft

Tencent

Activision Blizzard Inc.

Kanaheiâ&#x20AC;&#x2122;s Small animals / Piske & Usagi Yurutto Inc.

LICENSING INTERNATIONAL GREATER CHINA & S.E. ASIA

ASIAN AWARDS 2019 ENTERTAINMENT PROPERTY OF THE YEAR - ANIMATED

Boonie Bears: Blast into the Past

The Legend of Luoxiaohei

Fantawild Animation Inc.

Beijing HMCH Animation Technology Co., Ltd.

PAW Patrol Viacom Nickelodeon Consumer Products

We Bare Bears Turner Broadcasting System Asia Pacific, Inc.

Peanuts (50th Anniversary of Snoopy in Space)

PEANUTS WORLDWIDE

LICENSING INTERNATIONAL GREATER CHINA & S.E. ASIA

ASIAN AWARDS 2019 ENTERTAINMENT PROPERTY OF THE YEAR - LIVE ACTION

Avengers: Endgame The Walt Disney Company

The Wandering Earth Beijing China Film Marketing Corporation Ltd

Street Dance of China

Transformers

YOUKU

Hasbro

The Story of Ming Lan Daylight Entertainment

LICENSING INTERNATIONAL GREATER CHINA & S.E. ASIA

ASIAN AWARDS 2019 LICENSED PROMOTION OF THE YEAR

Angry Birds X China Merchants Bank Rovio Entertainment Corp/

McDonald’s Magic Season with Abominable Pearl Studio & Universal Studios/McDonald’s

China Merchants Bank

Starbucks X Jimmy Liao’s The Moon Forgets GO ASTRO BOY GO! CHONGQING RAFFLES OPENING CARNIVAL

Co-branded Gift Cards Kits JIMMY S.P.A.(SHANGHAI) CO., LTD./Starbucks

DISPLAY AND POP-UP STORE LICENSED PRODUCTS Tezuka Productions Co. Ltd./Chong Qing Redone Culture Communication Co. Ltd

Yum China & Super Wings Joint Promotion ALPHA GROUP CO., LTD./ Yum China Holdings, Inc.

LICENSING INTERNATIONAL GREATER CHINA & S.E. ASIA

ASIAN AWARDS 2019 LOCATION-BASED OR EXPERIENTIAL INITIATIVE OF THE YEAR

Ali’s Wonderful Land in Chengdu Beijing Dream Castle Culture Co., Ltd./ Chengdu New Pastoralism Theme Park Management Co., Ltd.

Let’s Explore Nature with Shimajiro at Tsugaike Natural Garden! Benesse Corporation/Tsugaike Natural Garden

The Little Prince Language Centre LPP612/Sikegroup Disney and Pixar’s Toy Story Franchise Campaign The Walt Disney Company (Hong Kong) Limited/Harbour City (Tsim Sha Tsui, Hong Kong)

WORLD’S LARGEST B.DUCK INFLATABLE PLAYLAND Semk Product LTD./ One Universal Production Sdn Bhd

LICENSING INTERNATIONAL GREATER CHINA & S.E. ASIA

ASIAN AWARDS 2019 RETAILER OF THE YEAR

A.S. Watson Group

Miniso Hong Kong Ltd.

SHIBAinc

We Bare Bears

JD.com Avengers: Endgame/Toy Story 4

Shanghai Lawson Inc. Hello Kitty

Lixun Group B.Duck

LICENSING INTERNATIONAL GREATER CHINA & S.E. ASIA

ASIAN AWARDS 2019 LICENSEE OF THE YEAR - APPAREL/FOOTWEAR/ACCESSORIES

Anta (China) Co. Ltd Coca-Cola Anta Collaboration 2019

Fujian Lixun Group Co. LTD B.Duck Adult/Kids Tide Shoes, Clothing and Boutique Accessories

CASIO (China) Co., Ltd. G-SHOCK GUNDAM Edition

TRENDIANO HOLDING LIMITED TRENDIANO X PETS ROCK 2019 Spring and Summer Menâ&#x20AC;&#x2122;s Apparel Collection

Chow Tai Fook Jewellery Co. Ltd. Chow Tai Fook - Line Friends Series

LICENSING INTERNATIONAL GREATER CHINA & S.E. ASIA

ASIAN AWARDS 2019 LICENSEE OF THE YEAR – FMCG

Mondelēz China Super Wings Mini Cookie

The Face Shop Co., Ltd Coca-Cola / Cosmetics

Vinda International Holdings Limited B.Duck / Handkerchief Paper, Soft Pumping, Wet Wipes, etc

Vinda International Holdings Limited Vinda x Wu Huang “Sucking Cat Flavor” Paper Towel

Tingyi-Asahi Beverages Holding Co., Ltd Master Kong “Boonie Bears” Bottled Drinking Water

LICENSING INTERNATIONAL GREATER CHINA & S.E. ASIA

ASIAN AWARDS 2019 LICENSEE OF THE YEAR - HOUSEWARES/NOVELTIES

Amazon (China) Investment Co. Ltd Kindle X WuHuangWanShui Bundle Pack

Haier Mass Customization Platform Haier Customized Home Appliances (Hello Kitty Series)

Miniso Miniso X Pantone Series

VIPO GLOBAL LIMITED PEPPA PIG GOLDEN COIN BANK

Innoduction Group INC Ltd. Disney Tsum Tsum Christmas Market 2019

LICENSING INTERNATIONAL GREATER CHINA & S.E. ASIA

ASIAN AWARDS 2019 LICENSEE OF THE YEAR - TOYS

52TOYS

SHANTOU CHENGHAI SEMBO TOYS CO. LTD

52TOYS-WUHUANG

Building Block of The Wandering Earth

Hot Toys

B.Duck/Learning Educational Toys

Uni-Fun

Marvel Collectibles and Merchandise

Mighty Jaxx International Pte Ltd Sesame Street XXRAY Collection and Sesame Street: Freenyâ&#x20AC;&#x2122;s Hidden Dissectible

LICENSING INTERNATIONAL GREATER CHINA & S.E. ASIA

ASIAN AWARDS 2019 THE NEWCOMER AWARD

Pantone

Almond the Deer

Pantone LLC

Beijing Dream Castle Culture Co., Ltd.

Boonie Cubs Fantawild Animation Inc.

The British Museum The British Museum

Dooro Bear Shanghai Witzone Technology Co. LTD

LICENSING INTERNATIONAL GREATER CHINA & S.E. ASIA

The Secret of Disney’s Success in Consumer Products Localization

迪士尼消费品的本地化制胜之道 Kermid Rahman Vice President & General Manager Consumer Products Commercialization The Walt Disney Company Greater China and Korea 林家文，副总裁及总经理，消费品部，华特迪士尼公司，大中华区及韩国

Q1. Disney Studios had a record breaking year in 2019, which has exceeded 10 billion USD at the global box office. The Consumer Products business also had a high performing year. Could you please introduce the business performance of Disney Consumer Products in Greater China in the past year? In the past decade, we have brought countless great stories and special moments to global audiences through Disney, Pixar, Marvel, Star Wars, and leading sports brand ESPN. These brands have built deep emotional connections with consumers that span all ages. In 2019, more than 180 million Chinese movie-goers went to the cinema to see our films (as of November 26, 2019) and across video platforms, our stories and content have the potential to entertain approximately 600 million Chinese netizens. Fans have also brought our products into their daily lives from plush toys to clothing, extending the connection they have with our stories and characters beyond the screen. I’m proud to say that our licensing business has had double-digit growth for 6 consecutive years and I attribute this to Disney’s long term investment in our brands. This coming year, is the Year of Mouse, which holds great importance for Disney, as we will culminate our “Mickey 90th anniversary” celebrations with special events, experiences and limited edition products.

Q1. 2019年是迪士尼影业丰收的一年，年度总票房创新高，全年已突破100亿美元，而与之密不可分的消费品业务也取得了不俗的成绩，能否介绍下在过去一年迪士尼在大中华区的消费品业务状况？过去多年来，我们通过大家最熟悉的品牌：迪士尼、皮克斯、漫威、星球大战，以及最具权威的运动品牌ESPN，为全球观众带来了无数精彩故事和动人瞬间，并与消费者建立起了跨越年代的深厚情感。2019年，有1.8亿中国观众走进电影院欣赏了我们的电影（截止2019年11月26日）。此外，还有6 亿中国网民可通过视频网站来观看迪士尼的娱乐内容。在屏幕之外，粉丝们将各式各样的衍生品带入他们的生活，延续与人物故事的情感共鸣。令人欣喜的是，我们在中国的授权业务连续6年两位数增长。这些成功的背后，是迪士尼对于品牌长期不断的投入。

2020年是中国“鼠年”，对于迪士尼公司来说也是非常重要的一年。继“米奇90周年”的庆祝活动告一段落之后，我们又将在2020鼠年迎来新的高潮。

LICENSING INTERNATIONAL GREATER CHINA & S.E. ASIA

Q2. This year marks the 80th anniversary of the Marvel brand. Disney celebrates Marvel’s 80th anniversary with various activities around the world. What celebrations did you have in Greater China? Please share the most special one or two cases. With the expansion of the Marvel Universe this past decade, Marvel has proven itself to be a powerhouse franchise. In China, for three consecutive years, Marvel’s consumer products licensing business has grown 50% (CAGR). This year, The Walt Disney Company, China worked with licensees and partners to launch a series of localized marketing campaigns in honor of “Marvel’s 80th Anniversary” including collecting limited-edition Marvel 80th anniversary gold coins from over 100 offline licensed stores; special Marvel themed exhibitions and pop-up stores in Xi’an, Nanjing, Hangzhou and Suzhou, etc.; a Marvel anniversary party at Shanghai Disney Resort where fans interacted with their favorite Super Heroes; and the launch of Marvel Super Hero memes on WeChat, which saw 230,000 downloads and 1.5 million shares in one month, a sign of the deep connection fans have to Marvel and its stories and characters. In October, we presented a Marvel Inspiration Show “Find Your Power” and “Step into the Marvel Universe” installation at Shanghai Fashion Weekend exhibition, which was a new Marvel experience combining storytelling, product, art, new media and technology. Starting next year, we will continue to invest in the Marvel brand and drive more locally relevant marketing initiatives with the theme of “Find Your Power.” Q2. 今年是漫威80周年，迪士尼在世界各地举办了许多庆祝活动，而在大中华区都举办了哪些周年纪念活动呢？请分享一两个您觉得最特别的活动。随着漫威品牌的强劲发展，漫威消费品的授权业务也在过去十年呈现跳跃式增长。近三个财年内，漫威品牌在中国消费品授权业务实现复合年增长率50%的强劲增长。今年，迪士尼中国联合了各大授权品牌，在全国开展高潮迭起的“漫威80周年”系列本地化市场营销活动：特别发行“漫威80周年限量版金币” ，吸引消费者走进100多家线下授权品牌门店；一线城市之外，将漫威80周年的主题特展和快闪店推进到西安、南京、杭州、苏州等新一线城市；邀请粉丝在上海迪士尼乐园

参加“漫威80周年主题派对”；还在微信端推出漫威英雄表情包，一个月内即产生23万下载量及150万转发量，无不显示了漫威的故事与人物在中国与消费者深厚的情感联结。十月，迪士尼中国在上海时尚周末展上特别呈现了“ 力由我造”漫威灵感秀和“步入漫威宇宙”艺术装置，为消费者首次带来结合故事讲述、产品、艺术、新媒体和技术的全新漫威体验。明年，我们将持续加大对漫威品牌的投入，开展更多以“力由我造”为主题的本地化市场营销活动。

Q3. China has become the second largest movie market out of North America. Avengers 4: Endgame topped the box office of imported films in Chinese film history. What do you think of China’s movie licensing market? Could you please share Disney’s movie slate and movie licensing plans in Greater China next year? Since The Walt Disney Company acquired Marvel Entertainment in 2009, Marvel Studios has introduced 23 record-breaking blockbuster Marvel Cinematic Universe films with “Avengers: Endgame” shattering all records as the highest grossing film of all time. Over the years, Marvel has built up a deep fan base locally and globally to become a pop culture phenomenon, especially among young adults. From comic books, films, theme park experiences and consumer products, Marvel has become a “365 Day Lifestyle” brand, a part of every aspect of our fans’ lives. In addition to Marvel, Disney, Pixar, Star Wars and ESPN, we are introducing audiences to even more great stories and characters from Fox and National Geographic. China is the second largest box office market in the world with huge opportunities ahead. We are excited about our upcoming movie slate, confident about the prospective licensing market in China and look forward to bringing more opportunities to our partners.

LICENSING INTERNATIONAL GREATER CHINA & S.E. ASIA

Q3. 中国已成为迪士尼除北美地区以外全球最大的电影市场，其中《复仇者联盟4：终局之战》更是荣登中国影史进口电影票房的榜首。您认为中国的电影授权市场怎么样？能否分享一下迪士尼明年在该地区的电影计划和授权计划？

自2009年收购漫威以来，迪士尼在过去十多年对漫威品牌进行了长期持续的投入，共推出了23部影片，最近一部《复仇者联盟4：终局之战》更是打破了各项影史纪录。自此，漫威电影宇宙也将进入一个全新的阶段。2020年，我们将推出另一部漫威女英雄为主角的电影《黑寡妇》，和全新漫威英雄电影《永恒族》。多年来，漫威品牌已在中国和全球积累了极其深厚的粉丝基础，成为了当代年轻人的大众文化。从漫画故事、电影内容、乐园体验、衍生品开发等各个维度，漫威品牌也已成为一个“365天的生活方式”品牌。在迪士尼、皮克斯、漫威、星球大战，以及ESPN之外，我们还将为观众带来拥有全球顶尖故事内容的 21世纪福斯，以及激动人心的《国家地理》。中国目前是全球第二大电影市场，并且仍在快速发展，这里的市场充满着机遇。我们对迪士尼旗下影业将为全球观众带来即将带来的影片巨制感到非常兴奋，也对电影授权市场的前景充满信心，希望为我们的合作伙伴带来更多机遇。

Q4. From your perspective, what’s the trend of movie, television and entertainment licensing businesses in the near future? What’s the challenge? Chinese consumers have become more and more sophisticated and diversified. With more people living digital lifestyles, we want to make sure we provide consumers with what they desire… more personalization, more innovation, and more convenience. Every year, we continue to refine our research to understand our consumers’ habits, lifestyles and new trends, so we can create products and experiences that are relevant to them, and create marketing campaigns that are also locally relevant.

Q4. 从您的角度看，未来几年影视娱乐授权的趋势是什么？挑战是什么？

中国的消费者正在变得越来越成熟，越来越多元。随着数字化生活的普及，我们希望确保提供给消费者他们所渴望的，更个性化、更新颖、更便捷的娱乐内容和消费体验。每年，我们花大量的时间走访中国各个城市，不断深入地了解本地消费者的生活方式和消费习惯。这些都是为了让我们的产品设计更加本地化，营销方式更贴近中国消费者。 Q5. In China, some medium to large entertainment companies all consider Disney as a role model and aim to be the “Oriental Disney”. As a U.S. company, what do you think is the key to Disney’s success in the greater China market? How do you stay ahead? It is great to see more and more international and local IPs developing in China and well received by Chinese consumers. It reflects the great potential of the China market and its dynamic consumers. Disney has entertained audiences for nearly 100 years. Through Disney, Pixar, Marvel, Stars Wars and ESPN we have created thousands of stories and experiences that connect us with audiences with Disney’s “special entertainment with heart.” Our unrivalled long-term investment in brands and content keep our franchises and characters evergreen and viable, which continues to resonate with audiences of all ages, all over the world. Disney took root in China almost 30 years ago and today, we see ourselves as The Chinese Walt Disney Company. We have long-term plans to develop relevant local content for the China market. In Greater China, we work with over 600 of the best licensee partners and have offices in Beijing, Shanghai, Chengdu, Shenzhen, Hong Kong and Taiwan with teams on the ground working closely with local licensees to extend our stories and characters through high quality products and experiences. Q5. 在中国，一些中大型的文娱公司几乎都把迪士尼当成目标，立志成为“东方迪士尼”。而作为一家美国的公司，您认为迪士尼在大中华市场取得成功的关键因素是什么？如何继续保持领先优势呢？

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我们很高兴看到越来越多的国际和本土IP在中国快速发展，并广受中国消费者的欢迎。这同样反映了中国市场的巨大潜力和本地消费者的活力。

近百年来，迪士尼公司一直丰富着观众的娱乐生活。我们始终秉持迪士尼“用心娱乐”的理念，通过迪士尼、皮克斯、漫威和星球大战四大品牌及 ESPN，创造出无与伦比的故事和体验，打动观众的内心，并与他们缔结下深厚的情感联结。我们对品牌和内容有着无与伦比的长期投入，让我们的人物系列和角色保持常青和活力，并与不同年龄的全球观众产生共鸣。迪士尼也已扎根中国近30年，我们一直定位自己是一家中国的华特迪士尼公司，而不是仅仅是一家在中国的美国公司。我们在中国对发展本地化内容有着长期投入规划。在大中华区，我们与600多家业界最优秀的授权伙伴建立合作，并实行区域化战略，在北京、上海、成都、深圳、香港、台湾分别设立区域团队，更好地与各地的本土授权商合作，将我们的故事和人物延伸为一流的产品和体验分享给更多消费者。

National Geographic has multiple touchpoints with millions of consumers through its magazine, social media, exhibitions and digital content in 43 languages and 172 countries every month. I’m also excited about X-Men and Fantastic Four, two franchises that have been folded back into the Marvel family as well. All of these brands and franchises will bring even more business opportunities to our partners and we look forward to bringing a lifetime of new, memorable experiences to consumers. Q6. 随着21世纪福克斯的加入，未来迪士尼在大中华区会有哪些重点的授权计划和方向？随着迪士尼对21世纪福斯的合并，我们在原有五大品牌：迪士尼、皮克斯、漫威、星球大战，以及ESPN 的基础上，又新增了20世纪福斯和《国家地理》。这两个品牌加起来，将有超过2000个新故事加入到我们内容版图。这意味着我们的故事将会更丰富，消费者将会更多元，触点将会更广泛。过去的84年中，福斯为广大影迷奉献了无数精彩的内容，包括具有划时代意义的电影《阿凡达》。未来，这一经典电影系列将被迪士尼延续——阿凡达系列四部续集电影已排上日程，并计划于2021年起以两年一部的节奏与广大影迷见面。

Q6. With the acquisition of 21th Century Fox, what are Disney’s key licensing plans and directions in the greater China region in the future? With the 21st Century Fox acquisition, we added Fox and National Geographic to our portfolio of Disney, Pixar, Marvel, Star Wars and ESPN. Together, the two brands bring 2000 new stories to our portfolio. It means our stories are even richer, our consumers more diverse, and our touch points more extensive.

此外，以43种语言传播遍布全球172个国家的《国家地理》，每个月通过书本杂志、社交媒体、线下展览、数字内容等多渠道，实现与数百万消费者全面接触。同样让我感到兴奋的是，随着福斯影业的加入， “X 战警”和“神奇四侠”也将回归漫威大家庭。这些都将为我们的合作伙伴带来更多的商机。我们期待与更多优秀的品牌合作，共同为消费者带去更多的欢乐与终身难忘的体验。

In the past 84 years, Fox has brought countless great stories to audiences around the world, including the epic film Avatar. In the future, Disney will continue the Avatar legend with four sequels and release two Avatar films every year from 2021. LICENSING INTERNATIONAL GREATER CHINA & S.E. ASIA

HOW DOES CHINESE IP ENTER THE INTERNATIONAL MARKET? BRAND RESONANCE IS THE KEY 中国IP怎样“走出去”？B.Duck创始人许夏林先生：共鸣感很关键 Q1. In view of the recent success of B.Duck in the Asian market. Please give us an overview of B.Duck’s licensing program. As of today, B.Duck licensing covers different sectors including consumer products, promotion, LBE, as well as consulting service. B.Duck has also entered into top 7 in terms of market share of top licensors in character licensing marketing (by revenue) in Mainland China and Hong Kong in 2018; and top 3 in Mainland China market. These few years, we focused on the development of South East Asia market. We own over 200 licensees nowadays throughout Europe, Thailand, Korea, Malaysia, Indonesia, Chile, Brazil, Japan, Mexico and other countries in South Asia and South America, etc. In 2019, B.Duck has launched different licensed LBE programs in different countries, e.g. the world largest inflatable playland in Malaysia, with inflatable bouncer and ball pit, etc in a huge (over 30m) B.Duck inflatable installation. Moreover, there were photo exhibition in Mumedi museum in Mexico, pop-up store in Asiatique market in Thailand, the love lock B.Duck theme installations in N Seoul Tower in Korea and, as the first Chinese IP to join the Paris Parade in Chile. We have also launched diversified licensed products in different countries, including, tissue paper, beauty products, car accessories etc.

We have also introduced B.Duck in new category – the theme Catering, and we partnered with licensees in Thailand, Korea, Hong Kong, and Mainland China to launch the Café and Chinese Dim Sum Restaurant decked out in B.Duck-themed décor and feature special menu. Our Chinese Dim Sum Restaurants in Beijing, Shanghai, Chongqing, Tianjin, Shenzhen, Fujian and Suzhou have even been entered into the Best Cantonese Restaurant Top 1 in “Dianping” during its soft-launch periods. Q1. 近年来，潮牌B.Duck在亚洲市场取得了耀眼成绩，请您简单介绍下目前B.Duck在亚洲地区的授权业务发展状况。现时，B.Duck授权业务在中国内地及香港发展成熟，授权范围覆盖不同领域，包括商品授权、促销推广、商场活动、主题授权、顾问服务等。2018年，B. Duck更成为以营收计中国角色知识产权授权市场，第7大IP及第3大中国自主IP。近年，我们积极拓展东亚南市场，除了内地和香港，目前在不同国家和地区包括泰国、南韩、马来西亚、印度尼西亚、智利、巴西、日本、墨西哥及欧洲等地拥有超过200个B.Duck的被授权商。今年，在多个国家均举办了不同类型的授权项目，当中包括在马来西亚打造了全球最大型主题充气乐园，超过 30米长的大型充气装置内设有充气滑梯、弹床、波波池；在墨西哥城著名的Mumedi艺术博物馆举办摄影展，展出多位摄影师带着B.Duck去旅行的照片作品；作为首个中国IP，去到智利参加「Paris Parade」巡游；于泰国曼谷著名Asiatique码头夜市展出大型装置及开设快闪店，另外在不同国家也推出不同类型的授权商品，包括纸巾、个人护理产品、车载产品；与南韩缆车公司合作，于著名旅游景点南山公园设置B.Duck爱情锁装置。近年B.Duck发展餐饮授权业务，分别在南韩、泰国、中国香港开设B.Duck主题Café; 而中式主题茶楼进驻内地多个城市，包括北京、上海、重庆、天津、深圳、福建、苏州，迅速成为当地网红店，在试营业期间便登上大众点评粤菜榜第一位。

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Eddie Hui Founder, Managing Director & CEO Semk Products Limited 许夏林，森科产品有限公司，创办人、行政董事及首席执行官

Q2. In the era of “ We-Media”, social media is becoming more and more important for brand marketing. Could you share how B.Duck uses social media in marketing, research and other business activities? Different from other character IP, we did not develop the brand through animations or movies, but with lots of creative products and designs to connect with our target audiences. We have built a large and vibrant community of more than ten million follows by B.Duck Fans on various social networking platforms such as Weibo, Facebook, TikTok, WeChat, Instagram, LINE and KakaoTalk etc, with over 240 million views of the content in relation to the elements of B.Duck. By analysis the big data collected from different social platforms, we can identify fans’ need by their ages, gender and interests, etc. We build upon our strength in merchandise and promotion licensing to develop LBE to extend our consumer reach. Fans are able to satisfy many of their daily needs offline and online across a diverse range of products, content and services featuring B.Duck, ultimately leading to B.Duck Fans’ engagement and loyalty. Our large fan base provides us with powerful network effects, whereby B.Duck has become more valuable to consumers, driving further growth and engagement of B.Duck Fans as well as attracting more licensees, licensing agents and other business partners.

To attract different kinds and types of fans, we apply different strategies in different social platforms, e,g we will publish content related to travel and beauty in Xiaohongshu, while Tit Tok will release interesting short videos, and Instagram will publish some lovely illustrations or goodlooking photos. For example, we got quite lots of brand exposure in Xiaohongshu, from many popular KOLs who post their photos upon visiting B.Duck Dim Sum Restaurants. Q2. 在自媒体时代下，社交媒体营销对于品牌来说变得越来越重要，而B.Duck在这方面做得相当出色，能否分享下B.Duck在市场营销、研究和其他商业活动中是如何运用社交媒体的？产生了怎样的效果？

我们的品牌跟其他动漫品牌不同，最初建立品牌的时候并没有任何动画或电影推动，而是靠很多创新设计又可爱的产品让粉丝认识B.Duck。同时也建立多个自媒体平台传播品牌信息及进行市场营销推广，包括Facebook、Instagram、微博、微信、微淘、小红书、抖音、Line及KakaoTalk等，当中官方微博单一话题阅读量超过2.4亿次。至今，全球 B.Duck粉丝总数已超过1,000万人。

建立品牌除了要有不断的创新之外，也需要了解粉丝想要的是什么。我们透过不同粉丝平台，结合不同的大数据，了解到粉丝年龄层、性别、兴趣喜好，使设计更能紧贴粉丝的需求。同时，在不同平台所发布的内容也不一样，务求粉丝从多渠道都看到不一样的B.Duck，例如小红书会发布旅游美容相关的内容，抖音则发布有趣的短视频，Instagram发布好看的插画。透过庞大的粉丝平台，使我们发布相关授权项目时都能得到非常好的传播效果，市场效益更好。以B.Duck主题茶楼为例，在小红书上受到很多热爱美食的网红KOL追捧，纷纷在茶楼打卡后发布在小红书中，并得到非常多的点赞，得到很好的品牌曝光和推广效应。

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Q3. B. Duck, as a lifestyle brand with high popularity, has a wide range of business and involves a wide range of categories. How do you choose the right licensees for your brand? We had an extensive licensing network of more than 200 licensees widely covered a diverse range of consumer sectors and gained a widespread reach to a large mass of consumers with a strategic focus in Asia. Over 10,000 SKUs of our B.Duck featured products, covering a wide spectrum of merchandise and promotional items in diverse consumer industries were sold as of today. We believe that the partnership between Licensor and Licensee should be of “win-win” situation that by well developing of an IP and then partnering with some leading brands in the industry is the most effective way for licensing business. We can rely to those leading brands/ companies and believe that they will meet the highest quality standards, while matching our brand positioning at the same time. For example, we have collaborated with Thermos for thermal bottle license in Mainland China, Hong Kong and Malaysia that we can ensure that its product quality is higher than our selfproduced thermal products. It is the same case for other kinds of consumer products or LBE events, e.g. We collaborated with Casablanca and Luloi for bedding items, ABC for female hygiene products and Vinda for tissue paper products, which all of them are the top leading brands in the industries. We also believe that managing an IP is in some way similar to celebrity management, that we have to be carefully ensure that both positioning and quality of licensed products/events to be aligned with the brand’s own positioning. Q3. B.Duck作为一个在国内外知名度颇高的潮牌，其业务范围广，涉及品类繁多，对于品牌如何选择适合自己的被授权商合作，您会有哪些好的建议呢？

B.Duck小黄鸭所授权的项目众多，目前在海内外的被授权商总数超过200多个，所授权的商品超过1万种。我们认为授权是「双赢」的，将品牌打造得好，然后授权给到业界顶尖品牌，让他们做他们最在行的产品，同时也保持双方品牌的定位，获得最好的市场

效益；商场活动方面，也会选择一线的商场合作。授权商品方面，例如B.Duck 与膳魔师合作的保温瓶，分别在内地、香港、马来西亚推出，而他们生产的质量一定高于我们自己制造的。其他的产品也是一样，例如床上用品是与Casablanca和罗莱、女性用品有 ABC，厕纸则有维达，都是行内数一数二的品牌。同时，我们也认为经营品牌亦犹如管理明星一样，要小心呵护。因此，无论是授权产品或活动的定位与质量都需要顾及。在选择被授权商时，我们有自己一定的原则，慎选合作伙伴，因为B.Duck形象正面阳光，我们也希望合作伙伴能带出相同的信息；同时我们也坚持所有授权项目须与B.Duck品牌定位一致，而所有设计及商品都需经过我们的团队审批，以保持 B.Duck的形象。

Q4. Your licensing business covers many countries in Asia, what are the challenges for Chinese IPs to expand overseas? What do Chinese IP owners need to know when marketing their brands abroad? We believe that culture difference is one of the most considerable issues when entering into overseas market for Chinese IP. For instance, for customers in the European or Southeast Asian markets , there may be lack of cultural resonance for what we have done particularly for Chinese market. Brand resonance is the essential connection between the customer and the brand. Those IPs or brands with strong resonance benefit from increased customer loyalty and decreased vulnerability to competitive marketing actions. The challenge for the brand is to ensure that the customer has the right experiences to create the right brand knowledge by establishing strong identity and resonance of the brand, and to well understand the culture of the targeted markets. These years, the licensing business in China has been mostly dominated by character IP or animated IP. However, B.Duck mainly focuses on products and lifestyle licensing, so our road of brand development is relatively difficult, in compare with those animated IP, to attract the entire population’s attention, especially in overseas markets.

LICENSING INTERNATIONAL GREATER CHINA & S.E. ASIA

In addition, we believe that distinctiveness and creativity are essential for Chinese IP because we see that there are lots of similar projects in the market when some kind of wave become a big hit. We are also paying lots of efforts on protecting our IP from infringements and cybersquatting in the market, e.g. squatting trademarks that are similar to B.Duck, such as A.Duck, C.Duck, D.Duck, E.Duck, etc. under different categories, so both our team and legal partner are taking formal legal actions to protect our IP. Q4. 贵司的授权业务遍及亚洲多个国家和地区，当中国原创IP拓展海外市场时，您觉得最大的困难和挑战是什么？您会给那些想要走出去的中国原创品牌哪些建议呢？

我们觉得中国原创IP拓展海外市场时，考虑文化差异是其中很重要的一环。这几年，国潮兴起，我们针对大陆市场所做的工作，对于欧洲或东南亚市场，文化上相对会欠缺了共鸣感。对于目标客户群，最重要是IP能带出代入感，让粉丝了解品牌带出的讯息。同时，品牌能带出自己鲜明的特性，因此了解目标市场文化极为重要。以动漫类IP为例，中国IP大多是以动漫为主，而B.Duck则是以产品、生活方式（Lifestyle）为主导，在没有大电影支持或动画传播的情况下，这条品牌发展之路相对地比较困难，要做很多不同方面的工作才能走出去。中国原创 IP在开拓海外市场时，也需保持独特的创意，举个例子，现时当某类潮流兴起，市场上便出现大量形式类似的项目，欠缺了创意。加上，现时行业内有部份IP打擦边球，许多抄袭B.Duck的盗版产品在市面上出现，以及很多抢注商标的情况，例如A.Duck、C. Duck、D.Duck、E. Duck等被人抢注商标，这些我们团队都需要花时间及资源，透过专业团队去解决。 Q5. As an experienced industry player, what do you foresee the future development of China IPs in international market? We believe that there are always rooms for China original IPs to expand its market share into international market, but it is necessary to have more creativity and to strengthen its brand identity with stronger brand resonance.

For example, the IP works in China mostly target to Chinese market, but it is difficult for foreign customers to resonate. We think that IPs must have a clear brand identity, culture and positioning and we really hope that more IPs will start its footprints to the overseas market, to introduce China IPs to the world. Q5. 您本人在授权方面的从业经验丰富，怎么看待中国原创IP未来在国际市场的发展？

我们认为中国原创IP未来还是有很多空间在国际市场发展的，但需要拥有更多的创意及需要加强IP 本身的品牌个性，使IP能让人产生更多的共鸣感，而且可与其他IP有明显的区分。例如，国潮大多针对内地市场，可是对于海外客户来说则很难产生共鸣。一个做得好的IP一定有明确的品牌个性，文化与定位。现时中国原创IP业界有很多不同IP，最终我们还是希望中国IP百花齐放，有更多人参与，一起将中国IP带到全世界。 Q6. What are your key initiatives in 2020? In 2020, we will continue to explore the Southeast Asian market, including South Korea, Thailand, Taiwan, the Philippines, Malaysia and other countries, to launch more LBE activities, such as the breaking-record inflatable B.Duck playland in Malaysia this summer, giving the local fans to engage with B.Duck in different ways. Different from other character IPs, there is no movie or animation of B.Duck to help to raise its brand awareness. Therefore we aim to create more interesting and creative LBE activities so that B.Duck fans will have the most immersive experience possible with B.Duck, such as the waterpark in Thailand, the Parade in Taiwan, the theme park in Nanjing, etc. Q6. 2020年B.Duck在亚洲市场会有哪些重点的授权计划或方向？

明年我们还是继续开拓东亚市场，包括韩国、泰国、中国台湾、菲律宾、马来西亚等地区，做更多落地活动，就像今年夏天马来西亚的大型充气乐国一样，打破记录的30米的大型充气装置，给到当地的粉丝在不同层面接触B.Duck, 毕竟B.Duck不是以动画或电影去传播的IP，我们更倾向于致力打造更多有趣和有创意的落地活动与粉丝互动，做更多可以让粉丝沉浸在B.Duck世界的项目，例如即将在泰国推出的水上乐园、在中国台湾举办的轻气球巡游、在南京的主题乐园等，未来我们依然希望将 B.Duck的沉浸式体验带给世界各地更多的粉丝。

LICENSING INTERNATIONAL GREATER CHINA & S.E. ASIA

ART LICENSING

THE DRIVING FORCE OF ART THAT MAY EMPOWER INDUSTRIES TO DEVELOP WITH SUSTAINABILITY

艺术授权——艺术赋能产业发展的新动能及其风险管控 In the last thirty years, China has grown into the Top

Coincidentally, in

3 of the World’s Largest Art Market, in 2011, China

art licensing, China

even took the largest share of the World Art Market,

(Hong Kong SAR

which represented 30% of the global art business sales

included) has also

revenue. Since then, China has been playing a stable role of being the No. 2 or No. 3 in the market. According to The Art Basel and UBS Global Art Market Report 2019, the global art business in 2018 reached US$67.4 billion, China was the No. 3 in the market, representing 19% of the global art business sales revenue. Besides, according to the TEFAF Art Market Report: The Chinese Art Market (2019), China has more than 20 art fairs a year and over 4000 galleries now. In China, people’s passion and love for art are much more beyond art collection, instead, people are

grown into Top 3 in the world. According to the Annual Global Licensing Industry Survey 2019 Report, the United States, United Kingdom and China are Top 3 in the world in retail sales of licensed merchandise in art licensing, which represent 61%, 8.5% and 7.9% of the global total sales. In 2018, the global retail sales of licensed merchandise grew to US$280.3 billion, although art licensing constituted only 1% of that, it has been the category grew the fastest for

more interested in artistic lifestyle in which art are

consecutive recent years, with a YOY increase at

comprised and embraced in dining, drinking, playing,

9.5% for Year 2017 and 2018, and a YOY increase

clothing, living, travelling, and almost in everything,

at 39.4% for Year 2016 and 2017, which was much

in one word - lifestyle. Of all people who enjoy art

much higher than any of the other categories.

as lifestyle, including these who crazily fought for the KAWS x Uniqlo T-shirts, these who were born in

So, what is the magic power of art licensing, why it can

the 1990s - who love wearing the “Lu Duan” sweater

empower industries? Let’s do an analysis step by step.

jointly developed by Li Ning and the Palace Museum,

过去30年间，中国已成长为全球前三大艺术市场，并曾在

or you and I who might fly to Guangzhou solely for the purpose of spending some time in Van Gogh SENSES Bistroin Guangzhou K11, to enjoy eating, drinking and playing, art inspires us all and makes us happy, thanks to the joy from art, art licensing and the industries it empowers. In your morning milk time, you start with a new Yili collection milk called “Satine Jersey British Treasure”, per license from the British Museum, when you walk into the meeting room in office, a stunning new PC catches your sight, it is Lenovo’s “AIO AIO 520X Max”, which Lenovo newly developed per cooperation with the Palace Museum, presented as a co-work of high technology amd unique Chinese cultural heritage. You have a business trip to take, so you quickly pack with your Samsonite Keith Haring and run for airport, when you get there, an AR show is on in Terminal 1 hall, with Monet’s classic paintings... As you may see, art is with you, empowered by art licensing...

2011年跃居世界之首、占全球艺术品总销售额30%，此后

稳居世界二、三。根据2019年《巴塞尔艺术展与瑞银集团环球艺术市场报告》，2018年全球销售总额美元674亿元，中

国列第三、占19%。2019年TEFAF《中国艺术市场》报告指出，中国已有艺博会20余家，画廊4000余家。

而在中国，人们对艺术的爱好和热忱已远不拘泥于艺术品收藏，已融入吃、喝、玩、乐、衣、住、行等各方面，简言之，生活方式。不论是疯抢优衣库和KAWS联名款T恤衫的消费者、还是身着李宁故宫联名款“甪端”卫衣的90后，或是偶

尔打飞的去广州、只为在K11梵高艺术餐厅看看吃吃喝喝

玩玩的你我，艺术时不时地点亮着我们的生活。而这一切，都得益于艺术授权及其所赋能产业：早餐喝的牛奶，是伊利新品 -“金典娟姗×大英博物馆”典藏版，公司开会，用

的是联想新机 - 故宫合作“龙定乾坤 AIO 520X Max”一

体机，出差，提起新秀丽Keith Haring拉杆箱就走，到机场

了，看到莫奈经典画作的AR装置展……无处不在的艺术，无处不在的艺术授权。

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Angell Xi Minjie Partner, Jingtian&Gongcheng Legal Advisor, Licensing International Greater China 奚敏洁, 竞天公诚律师事务所合伙人国际授权业协会法律顾问

巧合的是，在艺术授权领域，中国（含香港）也成长为全球前

as Palace Museum

占全球艺术授权商品零售总额61%、 8.5%和7.9%。 2018年

“heritage lipsticks”,

三大市场，根据《2019全球授权市场报告》，美国、英国、中国全球授权商品零售总额美元2803亿元，艺术授权目前虽占

全球授权商品零售总额1%，却是近几年来持续增长最强劲的授权类别： 2018与2017年同比年增长率为9.5%， 2017与

2016年则高达39.4% ，远远超过其它所有品类增长率，凸显艺术遇见授权所创造出的巨大商业潜力。

那么，就让我们对艺术授赋能产业一一进行剖析验证吧。 I. What is art licensing? What rights are licensed

and its well-known and Taibei National Palace Museum’s famous stationary products. British Museum was another good example, which grew to be the No.1 of daily sales in the same industry, within two weeks since launch of its flag store on Tmall, and in 2018, the total retail sales of its licensed merchandise grew to be more than US$30 million.

under art licensing?

一、何谓艺术授权？授的是什么权？

Art licensing is to license a packaged art-related rights

艺术授权，即Art Licensing，是指将艺术作品本身所蕴含知

to a third party for use, development or operation, and to receive licensing fees from the third party, such rights may comprise intellectual property rights of artwork(s), and/or brands of the artist(s) and/or the museum(s) or

识产权、和/或创作该作品的艺术家个人品牌和/或收藏该作品的博物馆、基金会等机构品牌 “一揽子” 授权予第三方使用、开发或运营，由该第三方支付授权金的商业模式。

foundation(s) who are the collector(s).

艺术授权所涉及知识产权通常包括著作权和商标权，偶尔涉

In art licensing, the main intellectual properties involved

因此艺术授权远非简单的画作高清图片授权，也不是简单下

are copyright(s) and trademark(s), in rare cases the appearance design and utility model of patent(s) may be involved, and sometimes trade secret may play an important role in it. Therefore, art licensing is not as easy as licensing of high-resolution pictures, nor it is a business as easy as downloading + copying + pasting. According to different sources of the rights, art licensing may also be divided into artist art licensing and museum art licensing. If the artists are famous enough, who might bring tremendous commercial value such as Kaws, Keith Haring from the United States, Frida Kahlo from Mexico, Murakami Takashi from Japan or Mr. Guanzhong Wu of China, the art licensing of whom are all taken care of by

及专利权中外观设计或实用新型以及运营涉及商业秘密等。载图文就能运营管理的业务。

根据权利来源不同，艺术授权可分为艺术家艺术授权和博

物馆艺术授权。如艺术家足够出名且有商业价值如美国的

Kaws、 Keith Haring、墨西哥的Frida Kahlo、日本的村上

隆或中国的吴冠中等，其艺术授权目前都是由专业机构在运营。与之不同，博物馆艺术授权的核心驱动力则是博物馆的

知名度及品牌。在中国，博物馆艺术授权成功案例比比皆是，无论是因为 “故宫口红” 等爆款走红的北京故宫博物院，或是由于 “朕知道了” 文创大热的台北故宫博物院。而大英博物馆自试运营起仅用了两周就冲上行业日销第一名， 2018年授权商品零售总额超美元3000万元。

II. What are industries that can be empowered by art?

professional art licensing institutions at the moment. And different from that, museum art licensing are mainly

In theory, there is no industry that art cannot empower.

operated based on the driving force of the branding

Taking the Annual Global Licensing Industry Survey

and reputations of the museums. In China, there are

2019 Report as an example, following were listed as

numerous success stories of museum licensing, such

products/services/industries that are extensively and

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deeply empowered by art

Successful art licensing examples include: “British

licensing: fashion accessories,

Museum 16-color EYE PALETTE”, “The MET x Perfect

apparel, footwear, CE, food and

Diary Camp Lipstick”. In 2019’s “11.11”, it defeated MAC

beverage, health and beauty,

and ranked itself as No.1 on Tmall’s top sales.

home decor, housewares, infant, paper products,

2. Mobile phones in Art Licensing

publishing, sports, toys, gifts,

Mobile phones are often fans of art, in 2018, Xiaomi

promotions, games, auto parts

launched a “Mi Mix 2S Art Special Edition”, based

and the etc. And of all, fashion accessories, gifts and home decor represented the Top 3 in respect of sales, respectively at the percentage of 17.3%, 15.2% and 13.2%. In China, of various art licensing forms and modules, location based events is one of the most popular types, and Shanghai K11 was a

on licensing from the British Museum, and at the similar timing, Meitu launched its “V6 The British Museum”Limited edition. 3. Food and beverage in Art Licensing Take Yili’s “Satine Jersey British Treasure” milk as an

pioneer and has been very successful in this field.

example, the milk was introduced as 100% from Jersey,

Museum licensing has been continuously growing fast.

Museum’s selected English paintings.

According to data from Ali, the sales revenue for Ali

三、艺术赋能产业的实例？

in 2019 till the end of August were already 3 times of such in 2017, the industries benefited most from the museum licensing include: beauty and skincare, culture and entertainment, CE, home decor and housewares, food and beverage, infant, maternity and the etc., among which, the YOY increase for beauty and skincare reached 2329%, for CE reached 1144% and for food and beverage reached 260%. 二、艺术赋能哪些产业？艺术授权可赋能产业无数。以2018年《全球授权市场报告》为例，列举了受艺术授权覆盖的商品/服务/产业如下：时尚配饰、服装、鞋履、电子产品、食品饮料、健康美容、家居装

饰、家用产品、婴幼儿用品、纸质产品、出版、体育、玩具、礼品、推广及营销、游戏、汽车零部件等。其中时尚配饰、礼品和家居装饰占比最高，分别为17.3%、15.2%和13.2%。而

在中国，提及近年最活跃的艺术授权形式不得不提商场营销活动，俗称location - based event。最早利用艺术推广商业地产并获巨大成功的是上海的K11。

and the packaging thus was created based on British

就增长最快三个产业，各举一个实例为证： 1、美妆中的“完美日记”

作为电子商务公司旗下美妆品牌，天生自带网红基因，成

功实例包括： “大英博物馆16色眼影盘”、大都会艺术博物

馆“皇家坎普主义联名口红”。2019年双11，完美日记打败国际美妆MAC、名列天猫美妆销售榜第一。 2、3C数码也艺术

手机领域实例包括：小米与大英博物馆的“小米MIX 2S艺术特别版”、 “美图V6大英博物馆限量版”。 3、牛奶也艺术，带着“英伦范儿”

伊利“金典娟姗×大英博物馆”实例。据称，该伊利娟姗奶

100%产自英国娟姗岛奶牛，大英博物馆为此特精选英伦画用作于包装。

IV. How can industries be empowered by art licensing, with risks managed?

博物馆文创发展迅猛，根据阿里数据显示，2019年整体规

It is important to involve legal to empower industries

括：美妆个护、文化娱乐、3C数码、家居日用、食品饮料、服

of art IP creation, IP verification, IP licensing, licensing

模比2017年增长3倍，最受益于博物馆艺术授权的产业包

装、母婴产品等，其中美妆个护年增长率高达2329%，3C数

with art and art licensing, throughout the whole process

码达1144%，食品为260%。

management and IP enforcement.

III. What are the real examples of

art licensing. Whether it is from the artist’s original

successful art licensing?

First of all, art IP creation is the source and base for copyright, from the new copyright created based on the art licensing, relating to licensed use of the

Let pick up one for each of the Top 3 fastest

trademark(s) of the artist(s), museums or foundations,

increased industries.

or the co-branded or designed new trademarks, risks shall be clearly identified and carefully management.

1. “Perfect Diary” Beauty in Art Licensing

In practice, the most critical risks usu. exist in the

Being a beauty brand operated via E-commerce,

ambiguity of IP ownership, e.g., a vague commitment

“Perfect Diary” was born to pursue to be popular online.

of making contribution to a company via using IP,

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right to create or artwork, a commitment based on

To sum up, art licensing

“Work for Hire” however without a legal employment

is a power to empower

relationship, and description of general relationships

commercial operations,

such as joint development, further creation,

so as to empower

commissioned work and the etc.

industries, which may not only enhance

Secondly, IP verification is condition precedent to

value of the artworks

ensure a licensing can be successful, and it shall be

property values, but

supported by authentic and valid written documents.

also to promote and

It is advisable to engage an independent third party for

develop their intangible values, as well as the brands

DD and set satisfactory result as condition precedent

value of the artist(s), museum(s), foundation(s). If

for cooperation and payment. The verification shall

appropriately utilized, it has strong power to empower

be carried out with clearly-defined scope, period,

industries with driving force, for sustainability.

categories, restrictions, and the copyright protection period of each jurisdictions.

四、艺术如何赋能产业？同时如何管控风险？

Thirdly, licensing is the most important of all process.

艺术赋能产业，不得不借助法律并贯穿艺术创权、确权、授权、用权和维权整个过程。

The most critical part is licensing agreement, which may help to manage risks or cause troubles if ignored. The key terms include: rights to be granted, scope, restrictions, nature (exclusive/sole), territory, term and earlier termination, licensing fees, tax, rights, obligations and liabilities of each party, breach of contract, approval, auditing, quality control, insurance, governing law, dispute resolutions and the etc. Besides, licensing management is the key to ensure sustainable cooperation between licensor(s) and licensee(s). For licensor, it is important to manage the licensing while granting the rights, and shall make efforts to support the licensee to become successful, while for licensee, it is critical to follow licensing management rules and procedures and to cooperate well with licensor, so as to get better assistance and for both parties, it is important to make it clear upfront the key terms, such as approval processes, breach of contract, liquidated damages and crisis management. Finally, IP enforcement is very important to safeguard both parties’ rights and interests in licensing cooperation. It is strongly suggested to be included in the commercial discussions upfront, in respect of rights, obligations and liabilities of each party in respect of enforcement, how to bear costs and share profits, so as to avoid prevarication and insufficiency caused thereby. Besides, it is also advisable to pay special attention to regulatory compliance during licensing, such as strict industry regulatory compliance in respect of beauty, skincare, food and beverage, as well as crisis management, customs and import/export compliance, tax and customs duty risks.

首先，创权是授权的权利来源，无论来自艺术家著作权，或基于授权后二次开发形成新著作权，采用艺术家、博物馆基金会商标，或联名商标或新设计商标等，都需要严格管控风险。其中最常见风险就是权属不明，如约定不明的创作权/知识产权出资、无劳动关系的职务作品、泛指联合开发、二次创作、委托创作等。其次，确权是保障授权安全开展的前提条件，必须佐以真实有效的证明文件，建议以独立调查且结果令人满意作为合作及付款前提。确权细节应根据授权范围、期限、商品类别、权利限制决定并关注各国著作权保护期。再次，授权是授权过程中重中之重，是成功与否的关键。其中授权协议最重要，需全面掌控协议条款风险，如：授权权利、范围、限制、性质（独家/排他等）、地域、期限及提前终止等、授权金、税费、双方责、权、利，违约、审批、审计、质量、保险、适用法、争议解决等。此外，用权是保障双方可持续授权合作关键。对授权方而言，需授并管、授且协助，对被授权方而言，需受并服管、受且配合协助，双方应一开始就授权审批、违约追究、危机管理等作出明确约定。最后，维权是授权合作中保障双方利益及权利价值的重要内容。建议在开始商业合作讨论时就应纳入议题并明确各自责、权、利，如决策机制、费用分摊及权益分享等，以避免决而不策、效率低下的不利局面。除前述外，也建议特别关注合规风险如与美妆个护及食品饮料行业有关的监管风险，以及潜在公关危机风险，海关及进出口合规及税费等风险。综上所述，艺术授权于商业而言，不仅可以活化和提升艺术品资产价值，更可以创造、活化其无形资产价值，以及艺术家、博物馆、基金会的品牌价值，加以善用、并使艺术有助于促进各产业的可持续发展。

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A GUIDE TO THE ESPORTS LICENSING LANDSCAPE

电竞授权领域的发展概况

All three of those aspects – teams, players and leagues – are at the core of an eSports business in which revenue from such areas as sponsorships, media rights, advertising, tickets and merchandise is expected to roar past the $1 billion mark this year, while event attendance and viewership (both online and via broadcast on such outlets as ESPN) also soars. For companies in the licensing business, however, the road toward leveraging that interest with merchandise is still being built. It’s difficult to get a handle on the current size of the merchandise piece, but research firm Newzoo predicts that global merchandise and ticket sales revenue will increase 22.4% this year to $103.7 million. Here’s a look at the current state of affairs for the eSports licensing business. 战队、选手和联赛三个要素，组成了电竞产业的核心。据预计，今年来自赞助、媒体版权、广告、门票和商品等方面的收入有望突破10亿美元大关，同时赛事的上座率和观众人数也在飙升。然而，对于授权行业的公司来说，将电竞与商品结合的道路依然任重道远。尽管很难掌握电竞授权商品的规模，但市场研究公司Newzoo预计，今年全球电竞授权商品和门票收入将增长22.4%，达到1.037亿美元。让我们一起看看电竞授权的发展现状。

The technology consulting firm Activate projects that by the year after next, eSports will have 84 million U.S. viewers, second only to the National Football League (141 million), and ahead of Major League Baseball (79 million) and the National Basketball Association (63 million). By next year Activate forecasts, 70 million people will be watching a single eSports final. Esports is most popular among the coveted 18-34-year-old consumers, who account for 73% of the viewers and are decidedly male, Activate said. 电竞行业的消费者是指哪些？他们有多少人？电竞市场潜力相当大。 Newzoo表示，由于受ESPN、 Twitch 及其他流媒体平台收视率的推动，电竞赛事观众数量跃升 15％，达到4.538亿，预计今年全球电竞市场的总收入将增长 26%至11亿美元。预计到2022年总收入将达到18亿美元，届时将有6.45亿观众（包括狂热爱好者和偶尔的观众）。科技咨询公司Activate projects表示，到明年电竞行业在美国将拥有8400万观众，仅次于美国职业橄榄球大联盟（NFL）的1.41亿观众，超过美国职业棒球大联盟（MLB）的7900万观众和美国职业篮球联赛（NBA）的6300万观众。该公司预测，到明年将有7000万人同时收看一场电竞赛事。Activate网站称，电竞在18-34岁的消费者中最受欢迎，他们占观众总数的73%，而且男性占绝大多数。 What’s the licensing play? What’s been done so far? For the licensing community, there are three basic avenues into the world of esports: leagues, teams and players. Leagues - eSports leagues are built around specific games, such as Activision Blizzard’s Call of Duty and Overwatch, Riot Games’ League of Legends, TakeTwo Interactive’s NBA 2K, Valve Corp.’s Defense of the Ancients (DOTA-2) and Counter-Strike: Global Offensive. So, in a sense, if a company has a license for one of those titles, it has an inherent connection to the game. Many of the leagues have taken on the structure of other professional sports leagues with centralized licensing.

Who is the eSports consumer and how many eSports consumers are there? The potential market is sizeable. Global revenues are expected to rise 26% this year to $1.1 billion as the eSports audience jumps 15% to 453.8 million driven by viewership on ESPN, Twitch and other streaming platforms delivered to PCs and mobile devices, Newzoo said. It expects total revenue to reach $1.8 billion by 2022 when the audience – a mix of enthusiasts and occasional viewers – is forecast to be 645 million.

For example, Activision Blizzard designed trademarked logos and handles merchandise licensing for all league franchises in the Overwatch League through a central organization. It signed a deal earlier this year with sports licensing ecommerce and licensing powerhouse Fanatics to supply and market league and team apparel. Twenty-one of the National Basketball Association’s 30 teams have franchises in the NBA 2K League – a joint venture between the NBA and Take-Two Interactive. Licensing is operated by the existing NBA Properties organization, which developed distinct logos for each of the franchises. Companies with NBA 2K League licenses

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include NBA licensees such as Champion (team kits) and New Era (caps, t-shirts), while adding videogameoriented companies such as Scuf Gaming (controllers), Raynor (gaming chairs) and HyperX (headsets). Licensing of the League of Legends brand is administered by developer Riot Games. In conjunction with its League Championship series, walmart.com in May launched sales of jerseys from 10 teams, taking to Twitter to promote the collection through an LCS Fan Shop, and sounding much like it was promoting the NFL or NBA: “Wear what the pros wear as you cheer them on to victory,” Walmart said. ESL, which among the oldest eSports leagues, handles licensing of its brand through its Cologne, Germany headquarters, but also is represented by Beanstalk’s Tinderbox division across Europe. 授权的角色是什么？到目前为止做了什么？对于授权行业来说，有三个基本途径进入电竞领域：职业联赛，战队和电竞选手。职业联赛电竞职业联赛是围绕特定的游戏而建立的，如动视暴雪的《使命召唤》和《守望先锋》，拳头游戏的《英雄联盟》，Take-Two的《NBA 2K》，维尔福的《远古之战》(DOTA-2) 和《反恐精英：全球攻势》。因此，从某种意义上说，如果一个公司拥有其中一款游戏的授权，那么它与游戏就有着内在的联系。许多联赛都采取了其他职业体育联赛的结构，实行集中授权。动视暴雪设计了自己的商标，并统一为守望先锋联赛中的所有战队集中处理商品授权。今年早些时候，其与体育电商巨头Fanatics签署了一项协议，以供应和销售联赛和战队的服装。 NBA 30支职业球队中，有21支加入了NBA 2K联赛的授权经营权。由NBA Properties负责联赛的授权业务，并为每支战队开发了不同的标志。拥有NBA 2K联赛授权的公司包括NBA被授权商，如Champion（队服）和New Era（帽子、T恤），同时还有游戏设备制造商，如Scuf Gaming（游戏手柄）、Raynor（电竞椅）和HyperX（电竞耳机）。英雄联盟的授权业务由开发商拳头游戏管理。今年5月，随着季中冠军赛的临近，沃尔玛在其官网推出了10支战队的队服销售计划，并在推特上通过LCS粉丝商店推广该系列队服，形式上类似于在推广NFL或NBA： “穿职业选手的队服，为他们加油助威，”沃尔玛如此表示。 ESL作为历史最悠久的电竞联盟之一，主要通过位于德国科隆的总部处理其授权业务，但也有通过Beanstalk公司的Tinderbox部门代理其在欧洲的授权业务。

Teams - as already noted, licensing related to teams in the NBA 2K League and Overwatch League is handled centrally while there are 10 independent teams in League of Legends North America, 16 in League of Legends Pro League in China. The three-year-old ESL Pro League has 48 independent teams. Those independent teams carry names such as FaZe Clan, Evil Geniuses, Team SoloMid, Team Liquid; they’re not directly affiliated with the leagues, but rather compete in lucrative tournaments around the globe. Most of them have squads to compete across multiple games. One of the more developed independent teams is FaZe Clan, which has 29 players competing in as many as eight leagues at a time. It’s based in California and expects to have a licensing operation formed by late this year to represent both the team and individual players for merchandise deals. The teams – whether as franchises in the centralized leagues, or as independents – have drawn investments from other parts of the sports and entertainment worlds. For example, the Pittsburgh Steelers in December invested in the Pittsburgh Knights eSports teams. Dallas Cowboys owner Jerry Jones bought a stake in compLexity Gaming in 2017; the team is based at the GameStop Performance Center, which opened earlier this year at the Cowboys training complex. Owners of franchises in the Overwatch League have connections to such traditional sports teams as the New England Patriots (the Kraft family), New York Mets (Wilpon family), Colorado Avalanche and Los Angeles Rams (Kroenke Sports and Entertainment), among others. And athletes and rappers also have purchased stakes in teams. For example, former NBA star Shaquille O’Neal and baseball star Alex Rodriguez having invested in NRG eSports, which fields independent squads competing across nine games, while rappers Miles “Lil Yachty” McCollum and Kiari Kendrell “Offset” Cephus have stakes in FaZe Clan. 战队如前所述，NBA 2K联赛和守望先锋联赛的授权业务是集中处理的，而北美的英雄联盟有10支独立战队，中国英雄联盟职业联赛（LPL）有16支独立战队；ESL职业联赛拥有 48支独立战队。

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这些独立战队包括FaZe Clan，Evil Geniuses，Team SoloMid，Team Liquid；他们并不直接隶属于任何联赛，而是在全球范围内参加各种比赛。他们中的大多数人同时加入几个小战队参加不同比赛。当中FaZe Clan是较成熟的独立俱乐部之一，拥有29名队员，最多同时参加8个职业联赛。总部位于加州，预计将于今年下半年成立一个授权机构，以代理战队和选手的授权业务。无论是作为联盟统一经营授权的战队，还是作为独立战队，都吸引了来自体育和娱乐等领域的投资。例如，NFL 匹兹堡钢人队在2018年12月投资了电竞战队匹兹堡骑士队。NFL达拉斯牛仔队的老板杰里·琼斯在2017年购买了电竞俱乐部compLexity Gaming主要股份；今年3月把新总部设在GameStop表演中心，这里最早是达拉斯牛仔队的训练基地。守望先锋职业联赛的战队经营者与NFL新英格兰爱国者队（卡夫家族）、MLB纽约大都会队（威尔彭家族）、NHL科罗拉多雪崩队和NFL洛杉矶公羊队等传统运动球队都有关系。运动员和说唱歌手也纷纷踏足电竞领域。例如，前NBA球星沙奎尔·奥尼尔和棒球明星亚历克斯·罗德里格兹均投资了NRG俱乐部，派出独立战队参加9场比赛，而说唱歌手Miles Parks“Lil Yachty”McCollum和Kiari Kendrell“Offset”Cephus则是投资了FaZe Clan。 Players - for the most part, player licensing focuses on eSports gamers that aren’t affiliated with a team, but rather have built huge following on social media based on the fame they developed earlier in tournament play. Among the top unaffiliated players is Tyler “Ninja” Blevins, represented by the talent agency Loaded and licensing agency Brand Central, who has 22.4 million YouTube followers and 14.6 million followers on Twitch (before switching to Microsoft’s Mixer game streaming service earlier this year). Ninja has about a dozen licensing agreements including toys (Wicked Cool Toys) and housewares (Zak Designs). Loaded also represents Michael “Shroud” Grzesiek, who has 6.9 million followers on Twitch, while the agency ReKtGlobal has about 50 eSports gamer clients, including Benjamin “DrLupo” Lupo, a Fortnite player with 3.4 million followers Twitch. “We believe the individual streamers have the ability” to translate better to retail than teams as “they have a media platform to appeal directly to fans who get to know them in the same way digital influencers have made an impact at retail,” says Brand Central CEO Ross Misher. “It is difficult for an individual eSports player to get recognized nationally since they are part of a team. Once players leave the teams and become streamers, that’s when their profile and popularity rises” and they become strong candidates for licensing. An exception among teams may be FaZe Clan, which has positioned some of its players for licensing. For example, the team is positioning its first female

member, 13-year-old Soleil “Ewok” Wheeler, who plays Fortnite and has 200,000 followers on Twitch, for women’s apparel, says FaZe Clan President Greg Selkoe. That’s not to say the leagues aren’t preparing players for licensing – Minnesota Timberwolves Gaming point guard and NBA 2K championship series MVP Michael “BearDaBeast” Key is among those players viewed by the NBA as having licensing potential based on his personality and social media following, says an NBA spokesman. 电竞选手在大多数情况下，电竞选手的授权主要针对的是那些不隶属于任何职业战队的电竞主播，他们凭借在赛事中早已树立的名气在社交媒体上赢得了巨大的关注。美国顶级电竞主播Ninja由经纪公司Loaded和授权代理机构Brand Central管理其授权业务，他在YouTube上有 2240万粉丝，在Twitch上有1460万粉丝（今年8月跳槽至微软直播平台Mixer）。Ninja目前大约有12个授权协议，包括玩具和家庭用品。 Loaded公司还代理另外一位电竞主播Shroud，他在 Twitch上有690万粉丝。经纪公司ReKtGlobal旗下有大约 50位电竞主播，其中包括在Twitch拥有340万粉丝的《堡垒之夜》知名主播DrLupo。 “我们相信，与团队相比，独立的个人有更大的变现潜力，因为他们在媒体平台上可以直接吸引那些了解他们的粉丝，就像网红对零售产生影响一样，”Brand Central的首席执行官罗斯·米舍表示。 “一般来说，个人职业选手作为团队的一员，很难获得广泛认可。一旦他们离开了战队成为独立主播，他们的形象和受欢迎程度就会飙升”，进而成为强有力的授权候选人。 FaZe Clan可能是一个例外，他们中的一些选手已经开展授权业务。例如，战队的第一位女性选手年仅13岁的索勒· 惠勒（Ewok）已经在女装方面拓展授权业务，她在Twitch 上玩《堡垒之夜》拥有20万粉丝，FaZe Clan的总裁格雷格· 塞尔科透露道。这并不是说联盟没有为球员的授权做准备。NBA的一位发言人表示，明尼苏达森林狼队的控球后卫、NBA 2K总冠军赛系列MVP迈克尔·基（BearDaBeast）因其个人魅力和社交媒体关注度，被NBA视为极具授权潜力的选手之一。 What’s happened so far at retail? What does the future look like? There’s a relative trickle of eSports-licensed product making its way to retail so far, as licensees and merchants feel their way through a necessary learning process. For example, sales of Champion Athleticwear co-branded with six eSports teams reportedly fell short of forecast at 75 Footlocker stores during May and June.

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“There is definitely an appetite for eSports,” says one Footlocker executive, “but right now it is in its infancy, and we are going to continue to support and grow with it. Maybe what will trigger the business is merchandise tied to a specific event in a given market.” Footlocker sold the apparel through four of its chains – Footlocker, Footaction, Eastbay and Champs — with the latter having the most success with the line. Adds Matt Waterman, VP-GM of Champion North America: “We see eSports as emerging sport that people are competing in. It is a natural extension our brand since the uniforms are typically t-shirts, hoodies and sweats all of which we produce. There are other signs that eSports is moving toward the masses. For example, Fanatics — which has licensing agreements with and operates the ecommerce sites for all four major U.S. professional sports leagues, and top global soccer clubs such as Manchester United, Real Madrid, Manchester City (among many other ventures)—billboards “eSports” on its menu bar right alongside those leagues’ logos. Click on “eSports,” and you’re taken to full shops for the Overwatch League and NBA2K League. Its assortment of Overwatch League t-shirts, hoodies, socks and other apparel also is merchandised on Walmart.com and affiliate Jet.com. Sales of goods tied to the NBA 2K League have been built around a sub-site of the NBA store online, and at the NBA Store in New York, with shirts from Champion and New Era, and socks from Stance. The NBA also began in-venue sales this year at the league’s eSports arena in Long Island City, NY. Esports goods have also been popping up in lessobvious places. For example, FaZe Clan sold $1.7 million of co-branded Champion apparel in a 24-hour sale in April on NTWRK – the app-based venture that offers unique merchandise drops via “shoppable shows.” FaZe Clan also had a pop-up shop with player autograph signings and apparel at the shoe store Stadium Goods in Lower Manhattan in late July, drawing throngs of fans already in New York for the Fortnite World Cup. FaZe Clan also is launching cobrand warm-up kits with Manchester United starting with a game on Oct. 6 as part of an agreement with team uniform supplier Puma. There’s also the question of whether eSports merchandising migrates anytime soon to become a staple at brick and mortar, or rather continues to live mostly online. Given that eSports is very much an online endeavor, says Champion’s Waterman “there may not be as much of a brick and mortar play, and it may be mainly an ecommerce business. We are trying to find that natural evolution of where this is going, and we want to be part of it.”

到目前为止，零售业发生了什么？未来会是什么样？由于被授权商和零售商都在经历一个必要的学习过程，到目前为止，只有一小部分电竞产品进入零售市场。据报道，在今年5月至6月期间Champion与6支电子竞技战队的联名运动服在75家Footlocker门店的销售低于预期。 Footlocker的一位高管表示： “对电竞行业肯定有兴趣，但是现在它还处于起步阶段，我们将继续支持它，并与之共同成长。也许在一个特定的市场中，与某一特定事件相关的商品才是触发业务的因素。 ”Footlocker通过旗下四家连锁店，Footlocker、Footaction、Eastbay和Champs销售系列服装，而Champs最为成功。 Champion北美副总裁兼总经理马特·沃特曼补充道， “我们认为电子竞技是一项大家正在参与的新兴运动。这是我们品牌的自然延伸，因为我们生产的服装通常是T恤、连帽衫和汗衫。 ” 其他迹象亦表明，电子竞技正走向大众化。例如， Fanatics与美国四大职业体育联盟以及全球顶级足球俱乐部（如曼联、皇马、曼城等）签订了授权协议，并为其运营电商网站，而菜单栏上的 “电子竞技” 就在这些联盟的标志旁边。点击 “电子竞技” ，你就会被带到销售《守望先锋》和《NBA 2K》相关商品的页面。其中《守望先锋》系列服饰包括 T恤，连帽衫，袜子等也在沃尔玛官网及旗下电商网站Jet.com上销售。与NBA 2K联赛相关的商品是在NBA在线商城的一个子网站进行销售，在纽约的NBA专卖店中，销售着Champion 和New Era的衬衫，以及Stance的袜子。今年，NBA还开始在纽约长岛城的场馆内进行场内销售。电竞产品也出现在一些不太常见的地方。例如，今年4月 FaZe Clan在电子商务和内容平台NTWRK网站24小时内卖出了170万美元的Champion联名服饰。 7月，FaZe Clan 在曼哈顿下城的鞋店Stadium Goods开了一家快闪店，出售选手签名产品和服装，吸引了大批已经在纽约观看堡垒之夜世界杯的粉丝。此外，作为与曼联队服供应商彪马达成的协议的一部分，FaZe Clan还将与曼联合作从10月6日开始推出联名热身装备。电竞商品是否会在短期内成为实体店的主打产品，还是继续主要依靠网店。由于电子竞技在很大程度上是一种在线活动，沃特曼表示， “可能没有那么多的实体店，它主要是电子商务业务。我们正试图找到这一切自然演变的方向，我们也希望参与其中。 ”

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What products are on the market? While apparel has been the major focus, equipment aligned with playing the games also has proven popular. Controller supplier Scuf Gaming has FaZe Clan and NBA 2K models. Activision Blizzard’s Overwatch League took a page from other professional sports in licensing Upper Deck for player-signed trading cards that are packaged with swatches of game-worn jerseys. Nike announced an agreement last month to supply the uniforms for 16 teams in the League of Legends Pro League (LPL) in China, combining the LPL team logo with the Nike Swoosh. And Puma struck an agreement earlier this year to supply Cloud9 uniforms. The footwear company K-Swiss worked with the eSports firm Immortals Gaming Club on “One-Tap” slip-on lightweight sneakers that are designed for those competing in multi-player video games. Then there is AjX Armani, which was among the first fashion brands to enter the eSports business when it signed to provide the Italian eSports team Mkers with uniforms for global tournaments. The focus thus far most leagues and teams has been on premium priced merchandise. For example’s Scuf’s Vantage NBA 2K controllers sell for $225. And a home textiles company that is developing League of Legends backpacks for the U.S., is redesigning a base model that typically sells for $10 with more room for storage and better materials and is pricing it at $49. And Faze Clan youth hoodies typically retail for $60. “Consumers will spend on high-quality and features because the products are an extension of their fandom,” says Daniel Amos, of lifestyle apparel supplier Difuzed, whose company is developing a co-branded apparel line for ESL due in spring 2020. “For [eSports] apparel it is a different cut and sew technology; it’s not necessarily a blank t-shirt where you put a logo on it and you have made money. It needs to be more than that.” “I am not sure the future is team and eSports merchandise in the same way we think about traditional leagues,” says Aaron Levant, CEO of ecommerce and content platform NTWRK. “It is more of the culture of gaming, where the real fandom is, and where the real merchandise dollars are going to be in this space. The leagues don’t yet have the generations of people that have grown up around eSports, and have an affinity for it in the same they do with other professional leagues.” And leagues concede that many companies are still early in their understanding of eSports and how licensing plays into it.

“There is a little bit of education that comes into play and when we are looking at brands, and we’re qualifying them, it does go back to: do these brands want to just look at our audience as a transaction?” Riot Games executive Matthew Archambault told Game Haus. “If that is the case, it’s probably not the best suited for us as a brand.” 市场上有哪些电竞产品？

虽然服装一直是人们关注的焦点，但事实证明，与游戏相关的装备也很受欢迎。游戏手柄供应商Scuf Gaming有FaZe Clan和NBA 2K模型。动视暴雪的守望先锋联赛借鉴了其他职业体育赛事的做法，授权Upper Deck推出选手签名的“明星卡” ，并与队服包装在一起。今年3月耐克宣布从2019年开始到2022年，将为中国英雄联盟职业联赛16支战队提供服装和鞋类产品。彪马于今年1月也达成了一项协议，为Cloud9提供服装。

制鞋公司K-Swiss与电竞俱乐部IGC合作开发了一款名为 One-Tap的轻便运动鞋，专为玩家和电竞选手设计。还有AjX Armani，是最早进入电竞行业的时尚品牌之一，当时它与意大利电子俱乐部Mkers签约，为其提供全球赛事的队服。

到目前为止，大多数联赛和战队的焦点都集中在高价商品上。例如，Scuf Gaming的NBA 2K手柄售价225美元。而一家为英雄联盟开发背包的家纺公司，正在重新设计了一款基本款，售价通常为10美元，因存储空间更大，材料更好，定价为 49美元。 Faze Clan连帽衫的零售价则为60美元。

“消费者将在高质量和特色产品上花钱，因为这些产品是他们热情的延伸， ” 生活方式服装供应商Difuzed的丹尼尔·阿莫斯说道，他的公司正在为ESL开发联名服装系列，计划于 2020年春季推出。 “对于 [电竞]服装来说，这是一种不同的裁剪和缝制技术；它不一定是空白的T恤衫，你把一个标志放在上面，你就赚了钱。我们需要做的远不止这些。 ” “我不确定未来的团队和电子竞技商品是否会像我们对传统联盟那样， ”NTWRK首席执行官亚伦·黎凡特表示。 “这更多的是游戏文化，真正的粉丝在这里，真正的商品价值将在这个领域。这些联盟还没有像其他职业联盟那样，有一代又一代的人是在电子竞技中成长起来的，但是他们对电竞的喜爱程度不亚于其他。 ” 各大联盟也承认，许多公司对电竞行业以及电竞授权的了解仍处于初级阶段。

“这其中有一些因素，当我们挑选品牌并对其进行资格评估时，问题又回到了：这些品牌是否只想把我们的受众视为一种交易？ ” 拳头游戏的高管马修· 阿尔尚博告诉媒体 Game Haus。 “如果是这样的话，它可能并不适合我们品牌。 ”

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WHAT ‘SUSTAINABILITY’ REALLY MEANS FOR LICENSING “可持续发展” 对授权行业到底意味着什么？ Sustainability is the buzzword of the moment across our industry and many others, but what does it really mean and what does it look like in action? We take a look at the reality of the sustainability movement in terms of cost and practical application.

当下，可持续发展已成为整个授权行业以及其他许多行业的流行词，但它真正的含义是什么，在实际环境中又是怎样呈现？下面我们从成本和实际应用的角度来探究这场可持续发展运动的实质。 Amid the surge in concern about the environment in large swaths of the global community, brands are increasingly adopting sustainability plans and extending them into licensing agreements. 随着国际社会对全球气候变化担忧加剧，越来越多的品牌

但是关于“可持续发展”的定义，无论是使用可生物降解材料和可回收材料，要求工厂使用闭环管理系统回收溶剂和其他材料，或是减少塑料的使用，都是一项正在进行的工作。就授权行业而言，品牌所有者和制造商的努力主要集中在两个方面，即产品如何制造与如何包装。

开始采用可持续发展计划，并将其扩展到授权协议中。 Among other factors, the demand for products to

be created using sustainable materials – a term that is commonly used but carries no single definition – is being driven Millennials and Gen Z consumers. Seventy-two percent of Gen Z consumers who responded to a survey earlier this year conducted by the renewable energy consulting agency Greenmatch said they were willing to spend more money on goods and services produced in a sustainable fashion. And nearly half have stopped purchasing or boycotted a brand because that brand stood for something or behaved in a way that was against their values. 此外，千禧一代和Z世代消费者对使用可持续性材料制造的产品的需求也在增加（可持续性材料是一个常用但没

有单一定义的术语）。可再生能源咨询机构Greenmatch 的一项调查发现，有72%的Z世代消费者表示，他们更愿

意花费在以可持续方式生产的产品和服务上。近半数的人

（49%）已经停止购买或抵制那些立场或行为方式与自己的价值观相悖的品牌。

In some cases, licensees are being required to submit a plan to brand owners outlining environmental and sustainability efforts before a

Yet defining “sustainability” – whether it’s using

deal is approved, but terms aren’t being written into

biodegradable and recycled materials, requiring

contracts. But in others, specific requirements are

factories use a “closed loop” system to recycle

being included in agreements.

solvents and other materials or reducing the use of plastic – is a work in progress when it comes to licensing. So far, brand owners’ and manufacturers’ efforts are along two primary paths – how products are made, and how they’re packaged.

在某些情况下，品牌商在审批过程会要求被授权商提交概述其在环保和可持续发展方面所作努力的计划书，但这些条款并未写入合同中。但也有个别品牌会特别要求列入协议中。

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For example, the University of Oxford’s board required three recent apparel licensees (Poetic Brands, Park Agencies and Europrosem) to submit a summary of their efforts with sustainable materials such as recycled cottons and packaging and “closed loop” manufacturing in which waste water is recycled, says Brandgenuity’s Teri Niadna, whose firm handles licensing for Oxford. While sustainability wasn’t

在能够符合整个供应链的标准仍未制定之前，一些企业不愿做出可持续发展的承诺。不少企业希望避免被指责在“ 漂绿”或提出可能在日后会被推翻的环保主张。在整个供应链中建立可持续发展基准的一个方法是创建一个类似

于公平贸易认证的项目，该项目应用于以改善生活和保护环境的方式种植、收获、制造和交易的产品。高管们预计，整个供应链要实现可持续发展需要5至10年的时间。

written into the licensing agreement, all three of the

“What we are trying to do is make a fully sustainable

new licensees, who are delivering product by year-

product from the source through the supply chain

end, are using recycled polyester and cotton and

and onto the retail shelf,” says one apparel licensee.

have committed to having 100% recycled packaging

“Considering the number of people and companies in

by 2025, says Niadna. Oxford hasn’t defined

the supply chain it will take a while for everyone to get

sustainability requirements yet for licensees, opting

aligned, but it can move quickly.”

for now for a broad outline of plans. In many cases, requirements for sustainability are being included in new agreements, or those that come up for renewal. 例如，牛津大学董事会要求最近新签的三家服饰类被授权商提交一份他们在可持续性材料方面（如再生棉和可回收

“我们正在努力做的是，从源头到供应链，再到零售店，

打造一款真正可持续发展的产品，”一家服装被授权商表

示。 “考虑到供应链中的人员和公司数量，每个人都需要一段时间才能适应，但是可以迅速采取行动。 ”

包装）以及“闭环”管理方面（废水循环利用）所做努力的总

Yet while the terms and requirements are still being

她的公司负责代理牛津大学的授权业务。Niadna表示，虽

sustainability programs across materials, manufacturing

结，授权代理机构Brandgenuity的Teri Niadan透露道，然可持续发展并没有写入授权协议中，但这三家被授权商

均在年底前交付的产品中使用了再生聚酯纤维和再生棉，并承诺到2025年实现100％的可回收包装。牛津大学尚未

为其被授权商规定可持续发展方面的要求，因此目前选择了一个比较宽泛的计划纲要。但也有很多情况，对可持续

defined, licensors and licensees are moving ahead with and packaging. 然而，尽管这些条款和要求仍在制定中，但授权商和被授权商正在推进跨材料、生产和包装的可持续发展计划。

发展的要求已包含在新协议中，或即将续签的协议。

UK fashion label People Tree, in developing a BBC Earth

“Virtually all of our clients have expressed interest

was asked to use organically-sourced cotton (material

in having sustainability as part of their licensing program; that is the rule more than the exception,” says Niadna. “But what that means in practice is still in flux, and we are still trying to figure that out.” “事实上，我们所有的客户都表示有兴趣将可持续发展作

为其授权计划的一部分；这是常规，而不是例外，”Niadna 表示。 “但这在实践中所代表的意义却在不断变化，我们仍在试图找出答案。 ”

apparel collection earlier this year (t-shirts, tote bags), that is grown without fertilizers or pesticides) and certify that its suppliers used a closed-loop manufacturing system, says People Tree’s Head Buyer Jenny Hulme. People Tree, which uses sustainable materials like organic cotton and Tencel brand lyocell (cellulose fibers made from dissolving wood pulp) in its apparel, wasn’t required to do so in the BBC licensing agreement, but made a verbal commitment, says Hulme. It is releasing a second collection this fall featuring graphic t-shirts, a dress, jumpsuit and tote bag. People Tree also is

Some companies are reluctant to make sustainability

launching a Moomin licensed apparel line in December

claims until the entire supply chain can be compliant

using organic cotton.

with standards that are still being developed.

今年年初，英国时尚品牌People Tree在开发BBC Earth

Many companies want to avoid being accused of “greenwashing” or making environmental claims that might later be disproven. One method for establishing benchmarks for sustainability throughout the supply chain would be creating a program akin to Fair Trade certification, which is applied to products that are grown, harvested, manufactured and traded in ways that improve lives and protect the environment. Executives project it will take 5-10 years before an entire supply chain can be deemed sustainable.

服装系列（T恤，手提包）时，被要求使用有机棉（种植过程

不使用任何化肥或农药）并证明其供应商使用了闭环管理系统，People Tree的首席买手Jenny Hulme表示。她继

续说道，People Tree在服装中使用有机棉和Tencel品牌

的Lyocell纤维（由溶解木浆制成的纤维素纤维）等可持续

材料，BBC的授权协议中没有要求这样做，但People Tree 做出了口头承诺。该公司在秋季推出第二个系列，主打图

案T恤、连衣裙、连身裤和手提包。People Tree还在12月推出了Moomin授权的有机棉服装系列。

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Hasbro earlier this year said it will phase out all plastics in packaging for its toys and games by late 2022. The plastics ban doesn’t cover the toys inside the package, but rather what Hasbro considers the most wasteful parts that typically end up being thrown out. For now, the phaseout will apply only to Hasbro’s own products. But a spokeswoman says it’s meant to “inspire” licensees to take similar actions. The move comes nearly a decade after Hasbro replaced wire ties – strips used to keep toys from shifting in the box – with natural rattan fasteners, which can be manufactured and disposed of with far less environmental impact. Last year Hasbro switched to plant-based bioPET plastic for packaging and launched a recycling program that lets parents ship used Hasbro toys to TeraCyle, which recycles them into new products. 今年8月，孩之宝表示，将在2022年底前逐步淘汰用于包装玩具和游戏的塑料。塑料禁令并不包含包装内的塑料人偶、洋娃娃或卡车，而是玩具购买体验中最浪费的部分，通常最后会被扔掉。目前，塑料禁令只适用于孩之宝自己的产品。但是一位发言人表示，这是为了 “激励” 被授权商采取类似的行动。在2010年，孩之宝用天然藤条取代了用于防止玩具在盒子里移动的金属铁丝，这种天然藤条在生产和处理过程中对环境的影响要小得多。去年，孩之宝改用植物基的bioPET塑料进行包装，并启动了一项玩具回收计划，让家长们把旧玩具邮寄到泰瑞环保, 由泰瑞环保将其回收制成新产品。 Disney’s Smart Packaging Initiative (SPI) was adopted late last year by The Toy Association, which made Disney’s sustainablepackaging and design tool available to its members. The tool examines package designs, gives an SPI score and provides tips and comparisons against industry standards to help designers reduce the environmental impact of packaging. Disney, which launched SPI in 2016, hosts sustainable design workshops for licensees and makes the SPI tool available to licensees on a voluntary basis. Among the companies using SPI tools are Hasbro, Mattel and Lego.

去年年底，美国玩具协会采纳了迪士尼的智能包装计划

（SPI），并为其会员提供了迪士尼可持续的包装和设计工具。该工具可以检查包装设计，给出SPI得分，并提供与行业标准的比较，以帮助设计师减少包装对环境的影响。迪

士尼于2016年推出SPI，还举办了可持续发展设计工作坊，并在自愿的基础上为被授权商提供SPI工具，其中包括孩之宝，美泰和乐高等。

To put further financial muscle behind sustaintability, BlackRock, the world’s largest asset manager, this month launched a $20 million fund with the Ellen McArthur Foundation aimed at driving investment in companies engaged in the “circular economy” that encourages efficient resource usage. So far the fund has spread investments across 30-50 companies, including Adidas, which has committed to using recycled plastic and polyester in its products. 今年10月，全球最大的资产管理公司贝莱德集团与艾伦·麦克阿瑟基金会共同发起了一项2000万美元的基金，旨在推

动对从事鼓励高效利用资源的 “循环经济” 企业的投资。到目前为止，该基金已在30-50家公司进行了投资，其中包括阿迪达斯，该公司已承诺在其产品中使用回收塑料和聚酯。

Competition between McDonald’s and Burger King is extending to the (often licensed) toys given away with children’s meals in the UK. McDonald’s responded to a petition from two UK children asking that free giveaways be stopped by instead offering customers a choice of a toy or fruit. (The petition suggested that the toys could be made from sustainable materials rather than plastic.) Burger King countered that it would no longer provide plastic toys with any of its kids’ meals. 在英国，麦当劳和汉堡王之间的竞争正延伸至儿童套餐中赠送的玩具（一般是授权玩具）。麦当劳回应了两名英国儿童的

请愿书，要求停止免费赠送，而向顾客提供玩具或水果的选择

（请愿书建议这些玩具应用可持续发展的材料而不是塑料制成）。汉堡王则表示，将不再为儿童套餐提供塑料玩具。 Licensors are increasingly requiring that packaging have Forest Stewardship Council (FSC) certification,

meaning the paper used in packaging was taken from responsibly managed forests in which trees taken for production are replaced. Hasbro several years ago established FSC certification as one the tenets of its paper and forest procurement policy that governed its third-party packaging suppliers and set the target of having 90% of its paper packaging come from recycled materials. Lego also requires in its contracts that all wood and paper material used for products and packaging be FSC-certified.

LICENSING INTERNATIONAL GREATER CHINA & S.E. ASIA

授权商越来越多地要求包装必须有森林管理委员会的认

生产可持续发展产品的成本通常是量产产品的两倍，因此

森林，即用于生产包装的树木可再生。孩之宝早在几年前

制成的BBC Earth系列的绿海龟T恤标价49美元，而VF集

证，这意味着用于包装的纸张取自负责任的可持续发展的就将FSC认证确立为其纸张和森林采购政策的原则之一，规范其第三方包装供应商，并设定了90%的纸张包装来自可回收材料的目标。乐高还在合同中要求，用于产品和包

导致零售价格上涨10-15%。例如，People Tree用有机棉团的北面/国家地理系列的长袖T恤（含40％再生聚酯纤维）售价为40美元。

装的所有木材和纸张材料都必须经过FSC认证。

“Licensors are becoming a little savvier about what they are putting into a licensing agreement,” says an executive at a major apparel licensee. “The knowledge of the supply chain has improved whether it is the brand owners, licensees or consumers that are buying the products. Previously, you would have had wording in licensing agreements like ‘licensees should be using recyclable packaging’ but now you have some stipulations that packaging must come from an FSC source and that you are using 100 percent sustainable materials. But a lot of wording [in contracts] also is still general in encouraging best practices rather than locking down specifics.” “对于在授权协议中加入什么内容，授权商变得越来越精明了， ” 一家大型服装被授权商的高管表示。 “无论是品牌所有

者、被授权商还是购买产品的消费者，对供应链的了解都有

所提高。以前，你（授权商）可能会在授权协议中使用类似于 “ 被授权商应该使用可回收材料的包装” 的措辞，但现在有了一些新规定，比如包装必须来自FSC认证的材料，并且是使

As licensors and licensees navigate the nuances of

励最佳做法，而不是规定具体细节，这方面仍然很笼统。 ”

Products of Change Group is working to provide

用100%可持续材料。但（在合同中）的很多措辞仍然是在鼓

sustainability requirements, the newly formed The a guide. The 24-member group, comprised of

The new sustainability requirements don’t come without

Licensing International, licensees, licensors and other

a price. For the most part, says Trudi Bishop of Bee

industry companies, first met in July and has broken

Licensing, apparel using recycled and other sustainable

into four working groups (fashion, toys, publishing,

materials is seen mainly in “capsule collections, because

carbon footprint) as it seeks to gather information on

not enough product can be produced through the

licensing’s role in sustainability. The group, which will

supply chain yet and there isn’t enough manufacturing

post its findings on Licensing International’s web site,

capacity yet.”

is developing “bite-size” guides to sustainability and

新的可持续性要求并非没有代价。 Bee Licensing的Trudi

Bishop表示，在大多数情况下，使用可回收材料和其他可持续材料制成的服装主要出现在 “联名系列中，因为目前尚无法通过供应链生产足够的产品，而且制造能力也不足。 ” The base cost for creating sustainable products is typically double that of mass-produced items leading to a 10-15% premium at retail. For example, People Tree’s BBC Earth green turtle t-shirt made with organic cotton typically carries a $49 price tag, while VF Corp.’s North Face/National Geographic long-sleeve t-shirt with 40% recycled polyester sells for $40.

commercial solutions, says Licensing International’s Kelvyn Gardner. The group is meeting every other month. 授权商和被授权商在可持续性需求的细微差别中寻找方

向时，新成立的团体“The Products of Change Group” 正在努力提供指导。这个由24名成员组成的团体，成员来自行业协会、授权商、被授权商和其他行业，于7月首次会

面，目前已分成四个工作组（时尚、玩具、出版、碳排放量），旨在收集有关授权在可持续发展中所发挥作用的信息。国际授权业协会英国董事总经理Kelvyn Gardner透露，该

团体的研究成果将在国际授权业协会官网上公布，目前他们正在制定可持续发展和商业解决方案的“小指南”。该团体每隔一个月开一次会。

LICENSING INTERNATIONAL GREATER CHINA & S.E. ASIA

LICENSING INTERNATIONAL GREATER CHINA & SOUTHEAST ASIA MEMBERS LIST 国际授权业协会大中华及东南亚区会员名录 2:10 AM Animation

Beijing China Culture Tourism and

BesTV Network Television Technology Development Co., Ltd.

www.2-10.cn

Creative Culture Industry Co., Ltd. 北京中创文旅文化产业集团有限公司 www.yiheyuan1750.com

武汉两点十分文化传播有限公司

AHA Entertainment (Shanghai) Co., Ltd.

啊哈娱乐（上海）有限公司 www.ahaent.com

ALFILO Brands Co., Ltd.

上海品源文华市场营销策划有限公司 www.alfilo.com

Alibaba Shouquanbao (Tianjin) Culture & Communication Co., Ltd. 阿里巴巴授权宝（天津）文化传播有限公司

ip.alibaba.com ALPHA GROUP CO., LTD. 奥飞娱乐股份有限公司 www.gdalpha.com

Animasia Studio Sdn Bhd www.animasia.studio.com Animation International Ltd. 艾影（上海）商贸有限公司 www.ai-china.com.cn

Art Crossover Limited daniel.chan@artxover.com Artmosphere (Beijing) Co., Ltd. 艺识流（北京）科技有限公司 www.artmosphere.art

Art-Zoo Private Limited www.artzooworld.com Beijing An-Onymous Information Technology Co., Ltd. 北京非具名信息科技有限公司 www.howfunart.com

Beijing Bona Film Group Co., Ltd 北京博纳影业集团有限公司 www.bonafilm.cn

Beijing Dream Castle Culture Co., Ltd. 北京梦之城文化有限公司 www.idreamcastle.com Beijing East IP Law Firm 北京市东权律师事务所 www.beijingeastip.com Beijing Familyout Culture Co., Ltd. 北京凡米粒文化有限公司 www.familyout.com Beijing Forun Art and Culture Development Co., Ltd. 北京浮云艺术文化发展有限公司 ip.forunart.com Beijing iQIYI Science & Technology Co., Ltd. 北京爱奇艺科技有限公司 www.iqiyi.com Beijing Jingdong Century Trade Co., Ltd. 北京京东世纪贸易有限公司 www.jd.com Beijing Jinhang Tongbao Culture Communication Co., Ltd. 北京金航通宝文化传播有限公司 www.ibbdd.com Beijing Modian Crowdfunding Technology Co., Ltd. 北京摩点会想科技有限公司 www.modian.com Beijing Shijianwanxiang Culture & Media Co., Ltd. 北京世间万相文化传媒有限公司 aozirui@thefair.net.cn Beijing Tennisshow Sports Development Co., Ltd. 北京钧越网秀体育发展有限责任公司 www.tennisshow.com.cn

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百视通网络电视技术发展有限责任公司 www.bestv.com.cn BLMP-Blockchain Licensing Market Place www.blmp.network Block 12 Culture

山西十二栋文化传媒有限公司上海萌栋文化传媒分公司 www.12dong.cn

Bonnie Marketing Strategy 沈阳邦尼文化传媒有限公司 www.bnims.com

Brandwork (Shanghai) Culture Communication Co., Ltd.

上海乐标文化传播有限公司 www.brandwork.com.cn Bravo & NEW Co., Ltd. www.its-new.co.kr BroadTeck Co., Ltd.

东莞市博泰文化创意有限公司 www.broadteck.cn Calm Island China

乐陪（上海）文化传播有限公司 www.badanamuchina.cn Cama Coffee Inc.

咖码股份有限公司

www.camacafe.com China Brands Group 红纺文化有限公司

www.chinabrandsgroup.com.cn China Literature Limited 阅文集团

www.yuewen.com

China Publishing Group Xindeco

Fujian International Exhibition &

(Xiamen) Culture Media Co., Ltd.

Commerce Co., Ltd.

huangjingyu@cnpubg.com

fiec@fiecexpo.com

中版信达（厦门）文化传媒有限公司

福建世博展览商务有限公司

Hasbro International Inc.

孩之宝商贸（中国）有限公司 www.hasbro.com

Hengxin Shambala Kids China Toy & Juvenile Products Association

中国玩具和婴童用品协会 www.tjpa-china.org Dargaud Groupe (Shanghai) Co., Ltd.

欧漫达高文化传媒（上海）有限公司 www.media-participations.com Dazzling Star Culture Development Co., Ltd.

北京璀璨星空文化发展有限公司 www.dazzlingstar.cn Dou Weiwei 窦伟伟

Fujian Putun Culture & Creative Co., Ltd. 福建璞鲀文化创意有限公司

恒信东方儿童（广州）文化产业发展

Guangdong Lead Entertainment Co., Ltd.

www.huawen-group.com

广东领之睿文化娱乐有限公司

Hong Kong Trade

GUANGDONG REESEE

香港贸易发展局

ENTERTAINMENT CO., LTD. 广东雷曦文化有限公司 evaliang@reesee.com

Guangdong Winsing Company Limited 广东咏声动漫股份有限公司 www.winsing.net

Guangzhou Sea Shark Animation Marketing Planning Co., Ltd.

www.dreameastpictures.com

www.hs–dm.cn

广州海鲨动漫营销策划有限公司

Ella Cheong & Alan Chiu,

Guangzhou Xienen Cultural

Solicitors & Notaries

Diffusion Co., Ltd.

www.ellalan.com

www.xienen.com

Empire Multimedia Corporation 高意版权

www.empiremultimedia.com ENS Global Marketing Ltd. 盈思市场拓展有限公司 www.ensgm.com

Enzo e Partners Limited

有限公司

rebecca@iamlead.cn

DreamEast Pictures

张淑姬赵之威律师行

Development Co., Ltd.

www.pu-tun.com

www.wellknownmarks.com

梦东方电影有限公司

(Guangzhou) Cultural Industry

广州市喜恩恩文化传播有限责任公司

GZ Art-land Holding Company Limited 广州艺洲人品牌管理股份有限公司 www.yzav.net

Development Council www.hktdc.com Innoduction Group Inc. Ltd. 创意制作集团有限公司

bennylam@innoduction-group.com JAST Gifts (Shenzhen) Company Limited

佳時達禮品(深圳)有限公司 www.jastcompany.com

Jetavana Entertainment

北京君舍文化传媒有限公司 www.jetavana.cn

Jimmy S.P.A.（Shanghai） Co., Ltd 上海墨色文化创意有限公司 www.jimmyspa.com Jin Art Co., Ltd.

金彩数位有限公司

jie780712@gmail.com

Haier Cultural Industry Platform 青岛海尔文化产业发展有限公司 xuxiankai.wh@haier.com

Jingtian & Gongcheng

北京市竞天公诚律师事务所 www.jingtian.com

安素香港有限公司

Hainan GIIIIK Creative Cultural Development Co., Ltd.

Jintan Limited

Fantawild Animation Inc.

www.giiiik.com

www.jtdm.com.cn

www.hqftdm.com

Hangzhou Kayford Branding Co., Ltd.

JY Animation Inc.

FIPO CHINA (SHANGHAI) Brand

www.kayford.cn

www.jya.cn

www.eep.hk

华强方特（深圳）动漫有限公司

海南吉客优创文化发展有限公司

杭州孚德品牌管理有限公司

广东金添动漫股份有限公司

北京杰外动漫文化股份有限公司

and Licensing Co., Ltd.

上海菲浦文化传播有限公司 brand@fipochina.com

Happywhy Brands Pte Ltd.

KP Brand Consultancy

www.happwhybrands.com

kpayfer@gmail.com

LICENSING INTERNATIONAL GREATER CHINA & S.E. ASIA

Kuaike Intelligent Technology(Shanghai) Co., Ltd. 快课智能科技（上海）有限公司 michael.sun@jolliplay.com

Lemon Sky Animation Sdn Bhd www.lemonskystudios.com Lidl Hong Kong Limited www.lidl.com.hk Lioh Toy

National Palace Museum 国立故宫博物院

www.npm.gov.tw

新北市电脑商业同业公会

Shanghai Character License

Ningbo Winner Brand

上海新创华文化发展有限公司

www.ntca.org.tw/WebMaster

Management Co., Ltd.

宁波赢家品牌管理有限公司 236286000@qq.com

Long Wise Inc. Limited

Pacific Licensing Studio Pte Ltd.

www.oneanimation.com

www.pacificlicensing.com

www.longwiseinc.com Pearl Studio Malaysia Digital Economy Corporation Sdn Bhd www.mdec.com.my Mattel East Asia Limited play.mattel.com Medialink Animation International Limited

羚邦动画（国际）有限公司 www.medialink.com.hk

东方梦工厂

Shanghai Cubersonic Culture Ltd. 上海酷块文化传播有限公司 tim.yu@cuber.cc

Shanghai Donglaiye Brand Management Co., Ltd.

上海东来也品牌管理有限公司 huopo@donglaiye.com

Shanghai FTZ International Culture

PinkTank LLP

限公司

pinky.david@pinktank.asia

上海自贸区国际文化投资发展有 www.shftzart.com//FTZART/ index.shtml

PPW Sports & Entertainment Limited 山成集团有限公司

www.ppwgroup.com Pump Push Creative Co., Ltd.

Shanghai Lawson, Inc.

上海罗森便利有限公司 www.lawson.com.cn

北京神奇飞书文化创意有限责任公司

Shanghai Left Pocket

Rayway Brand Mangement Co., Ltd.

上海左袋文化传播有限公司

润道品牌管理有限公司 www.rayway.com.cn

MNC Licensing

www.scla.com.cn

Investment & Development Co.,Ltd.

Messe Frankfurt Ltd

www.licensing-china.com

Administrative Co., Ltd.

www.pearlstudio.com

www.flyingbookpress.com 法兰克福展览有限公司

上海博丞品牌策划有限公司

Queenie.chen@bochengidea.com

One Animation Pte Ltd

朗智（品牌）有限公司

Brand Planning Co., Ltd.

New Taipei City Computer Association

东莞俐噢玩具贸易有限公司

soniashen@sillycapsule.com.cn

Shanghai Bocheng

Animation Studio, Ltd.

www.leftpocketsudio.com Shanghai Putao Animation Studio 上海葡乐文化传播有限公司

www.mnc.co.id

Rovio (Shanghai)

Mtime.com Inc.

罗威欧（上海）商贸有限公司

Shanghai Senyu Media Co., Ltd.

Savfor Inc.

www.sh-senyu.com

www.savfor.com

Shanghai Skynet

木棉花(上海)动漫有限公司

Sessom Asia Pte Ltd

上海天络行品牌管理股份有限公司

National Base for International

Shanghai Animation

Shanghai Suntree

Cultural Trade (Shanghai)

and Cartoon Association

Cultural Creativity Co., Ltd.

www.culturetrade.com.cn

13917101726@vip.163.com

www.isuntree.com

北京影时光电子商务有限公司 www.mtime.com

MUSE ANIMATION （SHANGHAI） CO., LTD.

www.e-muse.com.cn/Default.aspx

国家对外文化贸易基地（上海）

Commerce & Trading Co., Ltd. www.rovio.com

上海银略商务咨询有限公司

www.sessomasia.com

上海市动漫行业协会

LICENSING INTERNATIONAL GREATER CHINA & S.E. ASIA

www.putao.com

上海森宇文化传媒股份有限公司

Management Corp., Ltd. www.skynetasia.com

上海盛企文化创意有限公司

Shanghai Times

Sistem Televisyen Malaysia Berhad

Cartoon Institute

www.tv3.com.my

www.timeschina.org

Suntchi (Shanghai)

上海时代卡通研究院

Brand & Technology Co., Ltd. Shanghai Urera Brand Management Co., Ltd. 上海幽绒品牌管理有限公司 elainezhang@urera.net Shanghai Witzone Technology Co Ltd

上海智间网络科技有限公司

迅驰时尚（上海）科技股份有限公司 www.suntchi.com

Technology Co., Ltd.

苏州大禹网络科技有限公司 www.dayukeji.com

Taiwan Design Center

Shanghai Wupao Information

nancy_hsieh@tdc.org.tw

上海舞泡信息科技有限公司 www.liyida.com

Shantou SemBo Toys Co., Ltd.

汕头市澄海区森宝玩具有限公司 www.semboblock.com

Shenyang XingFan Culture communication Co., LTD.

沈阳市星梵文化传播有限公司 v.douyin.com/x5pMA3

Shenzhen Andun Intellectual Property Service Co., Ltd.

深圳市安盾知识产权服务有限公司 www.andunip.com

Shenzhen Interactive Space-time Technology Co., Ltd. 深圳互动时空科技有限公司 www.cx17993968.icoc.bz Shenzhen Miniwan

北京万年基业建设投资有限公司 www.wannianjiye.com Vipo Global Limited 伟华全球有限公司

www.vipoglobal.com Wanda Kids Culture

Suzhou Dayu Network

huangjieli@hidooro.com

Technology Co., Ltd.

Vanion Investment Group Co., Ltd.

台湾创意设计中心

Development Company

万达儿童文化发展有限公司 www.kidsplace.cn

Warner Bros. Consulting Services (Beijing) Co., Ltd. Shanghai Jingan Branch

华纳兄弟咨询服务（北京）有限公司上海静安分公司

www.warnerbros.com Taiwan External Trade Development Council

中华民国对外贸易发展协会 www.taiwantrade.com.tw Tencent Video

WeKids Asia Limited 万童亚洲有限公司

www.wekids.com Xiamen Wanlexing Animation

腾讯视频

Technology Co., Ltd.

The Pipilu Company (Beijing) Limited

Xian Momo Information

www.pipilu.com

西安摩摩信息技术有限公司

www.v.qq.com

北京皮皮鲁总动员文化科技有限公司

The Walt Disney Company (Hong Kong) Limited

华特迪士尼（香港）有限公司

www.thewaltdisneycompany.com Toonmax.

上海童曼文化传播有限公司 www.toonmax.com

Technology Co., Ltd.

udnFunlife Co., LTD.

www.mini1.cn

www.udnfunlife.com

厦门万乐星动漫科技有限公司 www.wanlexing.com

Technology Co., Ltd.

www.baozoumanhua.com Xiron Animation & Comics Co., Ltd.

磨铁（杭州）动漫有限公司 hujing@xiron.net.cn Yi Animation Inc.

广州易动文化传播有限公司 www.yianimation.cn

Yijianyuzhou (Beijing)

联合数位文创股份有限公司

Culture Co., Ltd.

Shenzhen New Moon Culture

Universal Pictures

Zhejiang Huaer Culture

Communication Co., Ltd.

(Shanghai) Trading Co., Ltd.

浙江花儿文化发展有限公司

cynthia.dai@newmoon.net.cn

www.nbcuniversal.com

深圳市迷你玩科技有限公司

深圳新玥文化传播有限公司

环球影画（上海）商贸有限公司

Shuoya Trading Co., Ltd.

UYoung Culture & Media Co., Ltd.

www.shuojin.com

www.uyoung.com.cn

广州铄雅贸易有限公司

优扬文化传媒股份有限公司

一间宇宙（北京）文化有限公司

whbd@wuhuangwanshui.com

Development Co., Ltd. www.datolove.com

Zhejiang Jinke Tom Cat Network Technology Co., Ltd.

浙江金科汤姆猫网络科技有限公司 www.jktom.com

LICENSING INTERNATIONAL GREATER CHINA & S.E. ASIA

WINNERS OF 2018 2018年度获奖名单 Asian Property of the Year 年度亚洲授权项目 B.Duck

SEMK PRODUCTS LTD

Entertainment Property of the Year LIVE ACTION

年度娱乐授权项目（非动画） Avengers: Infinity War

Licensee of the Year - Toy 年度被授权商（玩具） Mattel Inc.

Jurassic World Fallen Kingdom

The Walt Disney Company Corporate Brand/Lifestyle Property of the Year

年度企业品牌/时尚生活方式授权项目 Mickey Mouse - 90th Anniversary The Walt Disney Company Digital Property of the Year

Location-Based or Experiential Licensed Promotion of the Year

Initiative of the Year

PETS ROCK X Starbucks “Lets Rock”

Miffy Meets Kumoya

年度授权推广项目

(China and Taiwan)

Retailer of the Year

年度数字授权项目

KAKAO Corporation

Li Ning

Entertainment Property of the

Accessory

年度被授权商（服饰）

Licensee of the Year - Houseware

Mickey Mouse - 90th Anniversary

A.S. Watsons Group Limited

The Walt Disney Company

年度零售商 Watsons B.Duck

Mickey Mouse - 90th Anniversary

Year - ANIMATED

年度娱乐授权项目（动画）

Mercis BV/Bakemono Pte Ltd

Polyblank Designs LTD/Starbucks Licensee of the Year - Apparel &

KAKAO FRIENDS

年度主题性娱乐体验项目

年度被授权商（家居用品） Miffy

WINNERS OF 2017 2017年度获奖名单 Asian Property of the Year

Licensed Promotion of the Year

Retailer of the Year

Super Wings

McDonald’s and The Rap of China

Tmall

年度亚洲授权项目

ALPHA GROUP CO., LTD

年度授权推广项目

年度零售商

Joint-Promotion

Disney @ 11.11 with Tmall

McDonald’s Corporation

Greater China

Corporate Brand/Lifestyle Property of the Year

Licensee of the Year

Barbie

Yili

年度企业品牌/时尚生活方式授权项目

年度被授权商

Mattel Inc.

Toy Story

Entertainment Property of the Year

Location-Based or Experiential Initiative of the Year

Beauty and the Beast

Winnie the Pooh

年度娱乐授权项目

The Walt Disney Company (China) Limited

年度主题性娱乐体验项目

Times Square Hong Kong

LICENSING INTERNATIONAL GREATER CHINA & S.E. ASIA

WINNERS OF 2016 2016年度获奖名单

Licensed Promotion of the Year

Asian Property of the Year

Licensee of the Year

B. Duck

GS Retail Co., Ltd.

年度亚洲授权项目

年度授权推广项目 Kung Fu Panda 3

Kung Fu of Noodles for Master Kong

年度被授权商

SEMK PRODUCTS LTD

Despicable Me (Minions)

Corporate Brand/Lifestyle Property of the Year

Location-Based or Experiential Initiative of the Year

Smiley

Kung Fu Panda 3

年度企业品牌/时尚生活方式授权项目

年度主题性娱乐体验项目

The Smiley Company

Chengdu International Finance Square

Entertainment Property of the Year

Retailer of the Year

Kung Fu Panda 3

Alibaba Group

年度娱乐授权项目

年度零售商

DreamWorks

Kung Fu Panda 3

WINNERS OF 2015 2015年度获奖名单

Licensed Promotion of the Year

Asian Property of the Year

Licensee of the Year

Ali the Fox

NY. LA Group Co. Ltd. - Paul Frank

年度授权推广项目

Minions (Despicable Me) YATA Limited

年度被授权商

年度亚洲授权项目

Beijing Dream Castle Culture Co., Ltd

Fei Fan Tan Suo Outdoor Products Company Limited Discovery Expedition

Corporate Brand/Lifestyle Property of the Year 年度企业品牌/时尚生活方式授权项目 Candy Crush

Shanghai Character License Administrative Co., Ltd

Entertainment Property of the Year Shaun the Sheep

Aardman Animations Limited

年度授权代理商

CLICK! Licensing Asia, Inc.

King Digital Entertainment plc

年度娱乐授权项目

Licensing Agency of the Year

Retailer of the Year 年度零售商

J.T. Network Pte Ltd DC Comics Super Heroes

LICENSING INTERNATIONAL GREATER CHINA & S.E. ASIA

WINNERS OF 2014 2014年度获奖名单

Licensed Promotion of the Year

年度亚洲授权项目

Licensee of the Year

Asian Property of the Year

年度授权推广项目

European Football Clubs PPW Sports & Entertainment (Hong Kong) Limited

LINE Friends

年度被授权商

LINE Friends Corp.

Captain America

Hot Toys Limited

Corporate Brand/Lifestyle Property of the Year

Licensing Agency of the Year

Coca-Cola

Pacific Licensing Studio Pte Ltd

年度企业品牌/时尚生活方式授权项目

年度授权代理商

The Coca-Cola Company

Batman 75th Anniversary

Entertainment Property of the Year

Retailer of the Year

Batman 75th Anniversary

The SM Store

年度娱乐授权项目

Warner Bros. (F.E.) Inc.

年度零售商

Justice League

WINNERS OF 2013 2013年度获奖名单 Asian Property of the Year

Licensed Promotion of the Year

GG Bond

100 Doraemon Secret Gadgets Expo

年度亚洲授权项目

Winsing Company Limited

At China Xintiandi

Corporate Brand/Lifestyle Property of the Year

Licensee of the Year

Paul Frank

Shanghai Romma Apparel Ltd., Co

年度企业品牌/时尚生活方式授权项目

年度被授权商

Saban Brands LLC.

Paul Frank

Entertainment Property of the Year

Licensing Agency of the Year

Iron Man 3

PPW Sports & Entertainment (Hong Kong) Limited

年度娱乐授权项目

The Walt Disney Company Limited

年度授权推广项目

年度授权代理商 Angry Birds

LICENSING INTERNATIONAL GREATER CHINA & S.E. ASIA