WWW.LICENSING.ORG
WELCOME MESSAGE 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 6th year, LIMA Asian Licensing Awards recognize innovation, creativity, marketing and retail success. This year we received nominations from 11 countries. The total number of entries was up 30% with fifty-one final nominees for eleven categories selected from across Asia.
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 2017 the total global licensing industry reached $271.6B, an increase of more than 3%. Today the brand licensing industry in Asia is a $35.4B business.
LIMA’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, LIMA 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.
Maura Regan President LIMA
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LIMA ASIAN LICENSING AWARDS 2018
欢迎辞 时光荏苒，光阴似箭，新的一年悄然而至，我们很高兴在此再次表彰过去一年在亚洲授权领 域具有突出表现和卓越成就的品牌和项目。
作为亚洲授权业界的最高奖项，LIMA亚洲授权业卓越大奖的评选活动迈入第六年，我们持续 秉承公开、公平、公正的原则，以授权行业各个领域最卓越的品牌和项目为评审对象，搭建相 互交流、学习的平台，表彰年度行业最佳授权品牌。 今年我们收到来自11个国家和地区的上百个品牌和项目参与提名，同比增长了30％。经过层 层选拔，最终“51强”从上百个候选提名中脱颖而出，成功入围。在这里，我代表LIMA对2018 年大奖的入围者表示最诚挚的祝贺。 亚洲市场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LIMA的报告显 示，2017年全球授权商品零售额同比增长3.3%至2716亿美元，其中整个亚洲地区的零售额 近354亿美元，占全球市场约13%，同比上涨5.7%，尤其中国（包括香港地区）授权商品的零 售额比2016年增长了近10%，达89亿美元，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。
一直以来，LIMA致力于在世界各地推动授权行业的蓬勃发展。我们很高兴创办了这个在行业 备受关注和认可的国际性奖项，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。 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 国际授权业协会主席
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About LIMA LIMA – the International Licensing Industry Merchandisers’Association – is the leading trade organization for the global licensing industry. LIMA’ 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, LIMA maintains offices in the United States (headquarters), Australia, China, Germany, Hong Kong, Japan, Mexico and the United Kingdom, with representatives in Brazil (ABRAL), Canada, France, India, Italy, Russia and Taiwan. Members in over 40 countries enjoy access to an array of benefits, including extensive educational programming and worldwide networking events. LIMA is the exclusive sponsor of events organized by UBM’ s Global Licensing Group: Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo China, and NYC Summit. Please visit www.licensing.org for more information and to utilize licensing’ s definitive online resource.
关于LIMA
国际授权业协会（LIMA）成立于1985年，是全球授权行业最具影响力和权威性的国际性行业组织。总部 设在美国纽约，在澳大利亚、中国、德国、香港、日本、墨西哥和英国设有办事处，在巴西、加拿大、法国、印 度、意大利、俄罗斯及台湾等地委任LIMA代表，为世界各地的会员提供服务。目前LIMA拥有超过1200名 公司会员，遍及全球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。 作为全球授权行业教育和资讯的领航者，LIMA一直致力于推动授权行业在世界各地的蓬勃发展，通过展 会、研讨会、交流会、商业论坛、酒会派对等形式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。值得一提的是，LIMA建立了全球会员在 线数据库，利用LIMA庞大的客户资源，会员们可高效地寻找各行各业的合作伙伴。欲了解更多信息，请访问 www.limalicensing.cn (中文网站) 或 www.licensing.org。
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Final Nominees of LIMA Asian Licensing Awards 2018 12
Asian Property of the Year
B.Duck SEMK PRODUCTS LTD
Boonie Bears Fantawild Animation Inc.
KAKAO FRIENDS KAKAO Corporation
LIMA ASIAN LICENSING AWARDS 2018
Super Wings ALPHA GROUP CO., LTD
WUHUANGWANSHUI YIJIANYUZHOU (Beijing) Culture Co., Ltd.
Pantone & Pantone Universe Pantone LLC Coca-Cola The Coca-Cola Company
Discovery Expedition Discovery Communications, LLC
Mickey Mouse - 90th Anniversary The Walt Disney Company
Van Gogh Museum Van Gogh Museum Enterprises B.V.
Final Nominees of LIMA Asian Licensing Awards 2018
Corporate Brand / Lifestyle Property of the Year
LIMA ASIAN LICENSING AWARDS 2018
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Final Nominees of LIMA Asian Licensing Awards 2018 14
Digital Property of the Year
Hatsune Miku Crypton Future Media, Inc.
PINKFONG SMARTSTUDY
KAKAO FRIENDS KAKAO Corporation
LIMA ASIAN LICENSING AWARDS 2018
Travel Frog HIT-POINT
Boonie Bears: The Big Shrink Fantawild Animation Inc.
Ejen Ali Primeworks Studios and Wau Animation
Mickey Mouse - 90th Anniversary The Walt Disney Company
PAW Patrol Viacom Nickelodeon Consumer Products
Peppa Pig Entertainment One
Final Nominees of LIMA Asian Licensing Awards 2018
Entertainment Property of the Year ANIMATED
LIMA ASIAN LICENSING AWARDS 2018
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Final Nominees of LIMA Asian Licensing Awards 2018 16
Entertainment Property of the Year LIVE ACTION
Avengers: Infinity War The Walt Disney Company
Jurassic World Fallen Kingdom Universal Pictures
Monster Hunt 2 Edko Films Ltd.
LIMA ASIAN LICENSING AWARDS 2018
China Merchants Bank (CMB) “Angry Birds”Debit Cards Rovio Entertainment Corp. / China Merchants Bank
PETS ROCK X Starbucks“Lets Rock” (China and Taiwan) Polyblank Designs LTD (t/a Takkoda) / Starbucks
Doraemon Selfie Contest Fujiko Pro / ITC Limited
KFC X SUPER WINGS Marketing Event ALPHA GROUP CO., LTD / KFC
Super Wings X Yili QQ Star 2018 Summer Joint Promotion Project ALPHA GROUP CO., LTD / INNER MONGOLIA YILI INDUSTRIAL GROUP CO., LTD.
Final Nominees of LIMA Asian Licensing Awards 2018
Licensed Promotion of the Year
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Final Nominees of LIMA Asian Licensing Awards 2018 18
Location-Based or Experiential Initiative of the Year
Angry Birds Play Center (ABPC) Rovio Entertainment Corp. / Kidgoland International (Shanghai) Company Limited
Changi Loves Kids: Sesame Street has Arrived Sesame Workshop / Singapore Changi Airport
Frozen Carnival in Taiwan The Walt Disney Company / Taipei 101
LIMA ASIAN LICENSING AWARDS 2018
Miffy Meets Kumoya Mercis BV / Bakemono Pte Ltd
MTR Malls x Garfield G40 Paws Inc. / MTR Corporation Limited
Baskin-Robbins Despicable Me Franchise (Minions)
MINISO Teddy Bear Collection
Tmall Avengers: Infinity War
Watsons B.Duck
Final Nominees of LIMA Asian Licensing Awards 2018
Retailer of the Year
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Final Nominees of LIMA Asian Licensing Awards 2018 20
Licensee of the Year Apparel & Accessory
FUJIAN QUANZHOU LIXUN CHILDREN’ S PRODUCTS CO., LTD. B.Duck
Hyungji Fashion Group Korea (Castelbajac) Despicable Me Franchise (Minions)
Li Ning Mickey Mouse - 90th Anniversary
LIMA ASIAN LICENSING AWARDS 2018
Nautica The Rap of China
PEACEBIRD MEN COCA-COLA
A.S. Watsons Group Limited Miffy
P&G(Olay) Alice in Wonderland/Frozen/Mickey Mouse
Chengdu Fast Horse KUNGFOOD
Shanghai M&G Stationery Company Inc Miffy
Menred Group Ltd. Electrolux
Final Nominees of LIMA Asian Licensing Awards 2018
Licensee of the Year Houseware
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Final Nominees of LIMA Asian Licensing Awards 2018 22
Licensee of the Year Toy
Hot Toys Disney/Marvel/Star Wars
Kai Shu Story Super Wings
ledafood（Dongguan）Co., Ltd. Peppa Pig
LIMA ASIAN LICENSING AWARDS 2018
Mattel Inc. Jurassic World Fallen Kingdom
Uni-Fun B.Duck
keeping imagination and creativity alive
© Mercis bv
‘Miffy and Friends’ © copyright Mercis Media bv, all rights reserved
info@mercis.nl www.miffy.com
DISNEY HAS REMAINED THE WORLD’ S LARGEST LICENSOR THROUGH FIRST-CLASS STORIES, CREATIVE PRODUCTS & UNIQUE EXPERIENCES!
迪士尼何以多年蝉联全球最大授权商？ 一流的故事、创意产品和独特体验！
Kermid Rahman | 林家文 Vice President & General Manager Consumer Products Commercialization The Walt Disney Company, Greater China and Korea 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 Disney has been the world’s largest licensor for many years. In Greater China, it has a presence for more than 20 years. How is the licensing business like in the region at the moment? I have been part of Disney’s consumer products team for the past 16 years in both Hong Kong and Mainland China and I’ve seen a lot of changes over the years and worked with many licensees across all categories. It’s been an exciting yet humbling experience for myself, the teams I’ve led and the licensees we’ve partnered with. But, over the years, we’ve gotten to know the market more, what our consumers want and have seen a shift in the purchasing power of young adults in the region. What I am certain of is that our licensing business is growing due to the emotional connection our fans have to our stories, our innovative creative teams and our partnerships with great licensees. I am optimistic about the Chinese market and the potential in 2019 and beyond. I am also confident in our franchises - Disney, Pixar, Marvel and Star Wars and our upcoming content slate. We have the biggest stories to tell and will continue to build on this foundation, creating a lifetime of memories for generations to come with our best in class stories, products and experiences.
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多年来，迪士尼一直是全球最大的授权公司，在大中华地 区也已经发展了二十余年。目前来说，你们在大中华区的 授权业务怎么样？
如果算上之前在香港工作的几年，我加入迪士尼消费品团 队已经有16年了。这些年来，我见证了很多改变，也和各类 授权商有过合作。不论是于我，于我带领的团队，或是我们 的授权商而言，这都是一段令人兴奋的经历，对此我们也 始终保持着谦卑的心态。这些年中，我们愈发地了解市场 以及消费者的需求，也见证了这里的主要购买力转向年轻 消费者的变化。
我可以确定地表示，我们的授权业务之所以能够增长，是 源于我们的故事与粉丝之间建立的情感联结，源于我们不 断追求创新的创意团队，源于我们与优秀的授权商共同建 立的合作关系。我很看好中国市场和我们在2019年及以后 的发展潜力。同时，我们也对旗下迪士尼、皮克斯、漫威、星 球大战四大人物系列和即将发布的内容抱有很大的信心。 迪士尼强大的故事内容将持续通过一流的故事、一流的产 品和一流的体验，为一代又一代消费者创造值得铭记一 生的回忆。
Mickey, who is celebrating his 90th anniversary this year, is Disney’s first licensing character in Greater China. In celebration of this special occasion, what are the special marketing activities Disney has in place in Greater China?
LIMA ASIAN LICENSING AWARDS 2018
There have been a host of global celebrations to mark Mickey’s 90th anniversary. In Greater China, Disney has gone all-out by launching a diverse collection of creative, licensed products and a series of immersive marketing campaigns. Key local partnerships include a cultural collaboration with Shanghai Museum with creative products inspired by Da Ke Ding, Shanghai Watch,‘Mickey’rice dumplings from Wufangzhai, Mickey plushes inspired by famous cities in China, a collection of playful and chic HK inspired products from Red A Plastics, an online and offline retail activation with Tmall across 12 stores on the famous Nanjing Road Pedestrian Street in Shanghai, a Mickey 90th exhibition in Hong Kong and the first-ever Mickey-themed MRT train in Taipei.
Additionally, Disney collaborated with 15 Chinese fashion designers to create a collection that pays tribute to the fashion icon, Mickey Mouse that was showcased at Shanghai Fashion Week FW18. An immersive“Finding Mickey”campaign was also held in Xintiandi, a pop-up featuring Mickey 90th products and a special vending machine selling Mickey T-shirts. Mickey also greeted fans at landmark locations across China documenting his trip through Shanghai, Xi’an, Chengdu and Wuhan, culminating at the Great Wall in Beijing. Mickey also visited Hong Kong and Taipei and we’ll continue celebrations in 2019.
今年是米奇90周年，他也是迪士尼在大中华区的第一个授 权人物形象。为了庆祝这个特殊的纪念日，迪士尼在大中华 区有没有进行特别的市场营销活动？ 为纪念米奇90周年，迪士尼在全球范围内举办了许多庆祝 活动。在大中华区，迪士尼推出了很多不同的创意授权产品 及一系列让人身临其境的活动。在本土，我们主要的合作 伙伴包括与上海博物馆的“大克鼎”文创纪念品合作、上海 牌手表、五芳斋“米奇”粽子、以中国知名城市为灵感设计的 米奇公仔、Red A Plastics推出的一系列以香港为灵感的时 尚产品、在香港举办的米奇90周年纪念展览还有台北有史 以来第一辆米奇主题的捷运列车。我们还在上海南京东路 步行街上，通过天猫与十二家实体商店合作，打通了线上和 线下零售渠道。 此外，迪士尼还与15位中国时装设计师合作，打造了一系 列致敬时尚偶像米奇的时尚服饰，并在2018上海秋冬时装 周上亮相。同期，还在上海新天地举办了“寻找米奇”线下 活动，包括米奇90周年主题的快闪店，还有一台售卖米奇T 恤的特殊自动贩卖机。 同样，米奇还开展了他的首次中国行，与中国各地的粉丝们 互动庆生，记录下他在上海、西安、成都、武汉的精彩旅程， 并在北京长城居庸关上为自己的首个中国五城之旅画上了 完美的句号。此外，米奇还造访了香港和台北，庆祝活动也 将一直延续到2019。
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According to Disney’ s latest financial report, the performance of the studios is stronger than expected. How will this impact the consumer products business? Can you share 1-2 successful cases with us?
Disney’ s heritage is steeped in storytelling, creativity and innovation. Every movie and exciting encounter continues to add to the legacy of The Walt Disney Company’ s stories and experiences that appeal to generations at every stage of their lives. I’ m proud to say that we have been the #1 foreign studio in China for the last 3 years in a row. The power and quality of Disney stories creates such bonds that when our audiences connect with a special moment on screen, it’ s a connection they carry in their hearts forever and translates off the screen as well. It’ s what we call the Disney Difference.
This past year, we celebrated Marvel Studios 10-year anniversary. The Marvel franchise has proven itself to be a powerhouse, breaking numerous box office records, including“Avengers: Infinity War”which became the highest grossing film of 2018, to date. To support the opening of“Avengers: Infinity War,”we partnered with T-mall and 13 Disney licensees, reaching over 235 million consumers. Hot Toys Avengers figures sold out in 1 hour. Coke’ s Avengers product GMV increased 9.6 times. This is just one example, but with audiences having a deep, emotional connection to our stories and characters, they are quickly becoming household names. Our scale and reach are unmatched and translates directly to our product success.
从迪士尼最新的财报上看，影业的业绩表现优异，高于预 期。请问这对消费品业务会有什么样的影响？您是否能够分 享一两个成功案例？
迪士尼的传统体现在我们讲故事的能力、创造力以及创新。 每一部电影和每一段精彩冒险都为华特迪士尼公司增添全 新的故事和体验，吸引处于不同人生阶段的一代又一代观 众。我可以自豪地说，迪士尼已经连续三年成为中国票房第 一的海外电影工作室。 迪士尼优质的故事所展现的力量与观众们建立起强大的情 感联结。当观众被银幕上的某一特殊时刻所打动，这份感动 将永远保留在他们心底，这便是迪士尼的与众不同。 过去一年间，我们庆祝了漫威影业的十周年纪念。漫威系列 电影连连打破票房纪录展现了该系列的强劲表现， 《复仇者 联盟3：无限战争》仍是2018年目前最卖座的电影。 为了支持《复仇者联盟3：无限战争》在中国的上映，我们与 天猫及13个迪士尼授权商建立合作，触及到2.35亿多消费 者。Hot Toys复仇者联盟系列珍藏人偶一小时内售空，复仇 者联盟主题的可乐成交总额增加了9.6倍。
这只是其中一个案例，观众和迪士尼故事及角色之间建立 的深刻情感联结，也使这些角色很快成为家喻户晓的明星。 当故事和角色达到一定的规模和影响力，将直接带动我们 产品的成功。
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LIMA ASIAN LICENSING AWARDS 2018
We have noticed that Disney is trying to (engage its audiences) by providing them a unique experience by displaying consumer products on interactive screens for the first time. Disney is also going to launch its own digital (streaming) platform“Disney+”next year. Why is Disney placing such big focus on digital? In terms of digital expansion, what plans does Disney have for Greater China in the future? At Disney, we have a story for everyone, at every stage of their lives. We don’ t just want people to see us at the movies but in their homes, on their cell phones and in every aspect of their lives.
We always look for ways to create a better experience for our consumers and in this rapidly changing media landscape where people are leading more digital lifestyles, we want to provide our consumers with more choice, personalization and convenience.
We will continue to invest in Greater China and evolve and refine our research to keep us meaningfully connected with local consumers across the region, as well as deliver content and products in a way relevant to their lives. We will also continue to elevate our creative with our local style guides, work with partners/ licensees on innovative halo projects and digitalization such as e-commerce and licensed gaming. Over the past year, we’ ve opened up offices in Chengdu and Shenzhen (in addition to our offices in Shanghai, Beijing, Guangzhou, Hong Kong and Taipei), so we can better serve our consumers across Greater China.
我们注意到迪士尼正在通过提供独特体验来与消费者建立 互动，第一次在互动数字屏上展示消费品。同样，迪士尼还将 在明年推出迪士尼流媒体服务Disney+。为什么迪士尼要在 数字化方面投入这么多？在数字化发展方面，迪士尼在大中 华区未来又有什么计划呢？ 在迪士尼，每个人在人生不同阶段，都能找到与其产生共鸣 的故事。我们不仅希望观众在电影院观看迪士尼的电影，也 希望他们能在家里，在自己手机上，在生活中的各个角落里 都能看到这些故事。
In 2018, Disney made some major changes, including the strategic business restructuring and the potential acquisition of 21st Century Fox. With that, what impact do you think will have on the development of the licensing business in Greater China?
Innovation and transformation have always shaped our company and that spirit of entrepreneurism and risk taking, tied to an unrelenting consumer focus, continues to differentiate our performance from the rest. Our company re-alignments build on our formidable content legacy to expand our content offerings and digital reach firmly placing unrivaled entertainment options in the hearts, and fingertips of the next generation of consumers.
In Greater China, our focus will remain delivering great content, products and experiences to our consumers working with our local partners and licensees to forge deeper connections with our audience.
我们始终致力于消费者提供更好的体验，在这个迅速变化的 媒体格局之中，当人们趋向于追求更加数字化的生活方式， 迪士尼希望能够为消费者提供更多的选择、个性及便利。
在2018年迪士尼作出了一些巨大的改变，例如实施了战略 重组，以及即将收购21世纪福斯公司。您认为这些改变会对 大中华区的授权业务发展有什么影响吗？
我们将继续在大中华区进行投资，并发展完善我们的本土市 场研究，从而帮助我们与各个地区的本土消费者建立更深层 的联结，将符合他们生活方式的内容与产品带给他们。我们 还会将本土化元素融入创意设计之中，并与合作伙伴及授权 商共同探讨数字化和产生品牌效应的跨界合作项目的创新 方向，例如电商和授权游戏。
公司的调整建立在我们强大的内容基础之上，以扩展我们的 内容产品及数字化覆盖范围，致力于将更多无与伦比的娱乐 选择传递至下一代消费者的指尖与心尖。
除了在上海、北京、广州、香港以及台北办公室外，去年我们 在成都和深圳新开设了办公室，以便我们能为大中华区各区 域的消费者带来更好的服务。
迪士尼一直致力于创新转型，秉承着企业家精神及冒险精 神，保持着以消费者需求出发的核心，持续与众不同的理念。
在大中华地区，我们将继续致力于与本土的合作伙伴及授权 商合作，为消费者提供优秀的内容、产品及体验，与观众建立 更深刻的情感联结。
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CHINA IS WELCOMING THE OUTBREAK OF CULTURE AND ART CONSUMPTION, YIZAN HE FROM ALFILO BRANDS EXPLAINS THE JOURNEY OF ARTISTIC EMPOWERMENT
中国迎来艺术消费爆发期，文化艺术授权 之路怎么走？品源文华告诉你 Yizan He | 何一赞
Founder & CEO of Alfilo Brands 品源文华创始人/首席执行官
Yizan, please briefly tell us your licensing story and what is the business scope of Alfilo Brands?
a total of one online flagship store and five brick & mortar stores for various museums in China.
I’ ve been in the IP licensing industry for more than 15 years. Before Alfilo Brands, I served as the general manager at LMCA covering Asia Pacific region. My early expertise was in structuring licensing programs for Western entertainment, lifestyle and corporate brands related IPs. Although these IPs have large group of followers, they possess very limited pool of IP asset and their lifecycle is relatively short. IP development usually takes a very long time, so later we turned to world’ s top museum IPs as their value lasts longer and museums own abundant assets and objects.
请您简单介绍下个人在授权领域的从业经历和品源文华
One of China’s leading IP licensees, Alfilo Brands holds exclusive licensing rights to many of the world’s finest art and cultural institutions, including the British Museum, Victoria and Albert Museum, the National Gallery and Museum of Fine Arts, Boston etc. Alfilo Brands utilizes artifacts, paintings from world’s top museums to develop unique IP assets that can be used to create quality licensed merchandise. Our licensee partners are leading players in different industries, such as Twinings, Kindle, Xiaomi, NetEase, Nestle and the Beast Shop. The total retail volume of licensed merchandise is estimated to surpass 300 million yuan in 2018. In additional to licensed merchandise, we’ve rolled out
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在文化艺术授权的发展现状。
我进入IP授权领域已经超过了15年。在创立品源文华之
前，我曾在美国衡点品牌有限公司（LMCA）负责亚太区的 IP授权业务。我最初的专业领域一直是好莱坞影视、生活 方式、企业品牌等IP授权。虽然这些类别的IP开发有着巨 大的市场，但是元素非常有限、生命周期太短，而IP开发
所需要的时间很长。因而后期我们转向了生命周期更长、 授权元素更丰富的博物馆IP。
总体来说，品源文华是一家聚焦全球顶级文化与艺术IP
授权与运营的公司。除了拥有包括大英博物馆、英国维多 利亚与阿尔伯特博物馆（V&A博物馆） 、英国国家美术馆
以及美国波士顿艺术博物馆等世界级博物馆IP在大中华 区独家授权与运营的权力。品源文华在将文化艺术IP引
入中国的同时，对海量的博物馆藏品进行IP二次开发，为 中国品牌方带来丰富多元的IP主题与素材。赋能合作品
牌，提升品牌价值，为消费者提供个性、艺术和时尚的生
活产品及零售体验。被授权企业来自各类消费品行业，包
括时尚、家居、消费电子、文具、玩具等，比如川宁、亚马逊 Kindle、小米手机、晨光文具、网易严选、百丽、野兽派等
国内外行业领袖企业。品源文华在2018年的授权商品零
售额将超过3亿元。此外，2018年品源文华为旗下博物馆 开设了共计一家线上旗舰店、五家线下体验馆。
LIMA ASIAN LICENSING AWARDS 2018
What are the differences of art licensing compared with the traditional format? In particular, what is the biggest challenge of introducing western cultures into China market?
自多个行业。文化艺术领域的内容，允许丰富的想象力和
Cultural and art IP assets can be used in a wide range of sectors. As I’ve mentioned before, we have worked with leaders from a variety of sectors. In addition, the culture and art realm is where bold imagination and creativity can play its roles. Cultural and art IP assets can not only produce highly differentiated merchandise but also enhance the brand image by making it appealing to the young generation.
引进欧美文化艺术IP最大的挑战是如何在海量的IP素材
The biggest challenge for us is to find what’s appealing to the consumers among numerous IP assets. We believe this is very important part of our business. At the Shanghai headquarters and our Los Angeles office, we have in-house creative teams who are responsible for IP assets development. Every year, according to the global fashion trends, our team will come up with versatile trends and themes for IP licensing and share them with the industry.
文化艺术授权和其他品类的授权相比，有何不同？尤其是 要把这些欧美的文化艺术IP引进中国市场，您觉得最大 的困难和挑战是什么？
文化艺术IP授权适用的行业和品类十分广泛，正如前面 所说，与我们合作进行博物馆IP联名商品开发的商家来
创意的发挥，其延展性也是巨大的。此外，文化艺术IP授
权不仅仅可以改善产品差异性，还可以提升品牌价值，创 造吸引年轻消费者的亮点。
中寻找到可以吸引消费者的点，即对IP素材的二次开发。
我们非常重视这一点，这也是品源文华团队的优势所在： 我们的上海总部以及洛杉矶分部都拥有非常优秀的IP二
次开发团队。基于每年的全球潮流趋势，我们的团队会对 博物馆IP资源进行研究与整理，开发出文化艺术IP授权 趋势与主题。
What are some of the changes in the development of art licensing over the past year? Can you tell us about your biggest achievement? According to our market research, we have noticed that licensed merchandise inspired by cultural and art IPs are getting increasingly popular among the young generation, especially if the products are presented in creative and immersive way. What is more, offering unique retail experience also adds appeal to the young generation. Setting against this backdrop, in September, we opened the British Museum’s first-ever experiencebased store titled“A Journey Through Time”at LCMall in Shanghai. Later in October 2018, we opened the second store - named as“The British Museum
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Experience-based Store in the Sky”on the 116th floor of Shenzhen’ s landmark building - Ping An Financial Centre. In November, we brought the National Gallery’ s first experience-based store Guangzhou. In November and December, we have opened two more stores for the Victoria and Albert Museum in Shanghai. At each store, we offer curated display of replicas of popular collections in the museum, as well as a wide range of licensed merchandise that are inspired by these museum objects. All the replicas and merchandise are available to purchase at the store. Aided with technology, the store also offers unique and interactive experience to shoppers. The success of these brick and mortar stores demonstrates that for cultural and art IP, especially museum IP licensing programs, presenting through innovative business models and a holistic platform that integrates different sectors are of great significance. 在过去的一年里，您在发展授权业务时看到的最大变化 是什么?最大的惊喜是什么? 通过我们对消费者反馈的调研，我们可以看到，文化艺术 活动的周边产品若以有趣和创意为特点，尤其受到年轻 消费者的欢迎。此外，侧重体验的零售模式对年轻消费 者的吸引力越来越大。同时，整个大众消费市场对精神生 活和生活品质的关注也在不断提升。在这一大背景下，我 们在过去一年中在国内多地开设了五家博物馆线下体验 馆，对于合作博物馆来说，都是中国首秀。包括今年9月和 10月分别在上海的LC Mall与深圳地标平安金融中心116 层落地的大英博物馆线下体验馆“亘古奥秘”和“云端的 大英博物馆·体验馆” ；11月在广州开设的英国国家美术 馆“欧洲巨匠·互动体验馆” ；以及11月和12月在上海开 幕的英国V&A博物馆的两家线下体验馆。 在这些体验馆中，我们按照精心策划的主题来呈现博物 馆代表性藏品的官方复刻品，以及丰富多彩的文创商品。 复刻品与商品都可现场购买。同时，结合高科技，为参与 者带去独一无二的互动体验。这些项目的成功，体现了突 破消费场景和创新商业模式对博物馆IP乃至文化艺术IP 授权的重要性。 How do you view the future development of Chinese culture in art licensing? Statistics show that when the per capita GDP reaches 8,000 USD, we will see a huge boom in art industry. People will care more about the quality of life and mental fulfillment. They are intended to build and show identities through the lifestyle they choose and tastes for arts. The per capita GDP in China has already surpassed 8,000 USD in 2017. The appetite for cultural and art experience and products is growing among Chinese consumers.
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The market for cultural and art IP licensed merchandise is growing. As for museum IP alone, we can see its presence in popular culture (such as reality shows and movies) and retail platforms online and offline. In July 2018, we opened British Museum’s first online flagship store in China on TMall. Within two weeks, most of the inventory are completely sold out. In September, we brought the British Museum’s first brick & mortar store to Shanghai and in October, we opened another British Museum experience-based store in Shenzhen located at the 116th floor of the city’s landmark Ping An Financial Centre building. The two stores received enthusiastic response from the general public and wide media coverage. 您如何看待中国艺术授权市场未来的发展前景？ 研究显示，当人均GDP达到8000美元时，抵达文化艺术产 业的引爆点。人们从而更为关注精神生活，以高品质的生
活方式和趣味彰显身份和品位。早在2017年，中国的人均
GDP便已超过8000美元。中国已进入艺术消费的爆发期。 随着消费者对文化艺术产品与服务需求的日益增长，文
化艺术IP授权市场也日益繁荣。就博物馆IP而言，从影视
作品和综艺节目，到线上和线下零售，都可看到热门IP的 踪影。今年7月，我们在天猫上开设了大英博物馆中国首
家线上旗舰店，仅用两周就冲上行业日销第一名；随后， 我们又在上海和深圳开设了大英博物馆的线下体验馆， 受到媒体和消费者的关注与追捧。
What are the key licensing plans or directions for Alfilo Brands in 2019? In the year of 2019, Alfilo Brands will extend its business to new sectors including publishing and learning while our US operation will expand rapidly. Besides, our cultural and art IP portfolio will be further expanded in 2019 with at least two more world’ s top museums to join our portfolio. Thanks to our partnership with world’ s top museums, Alfilo Brands will consolidate our leadership position as the leading cultural and art IP licensing company in Greater China. 2019年品源文华会有哪些重点的授权计划或方向？ 2019年，品源文华将在IP授权和运营的基础上，拓展出版 教育业务，把博物馆的文教资源更好地利用起来，我们授 权业务也将在北美市场迅速展开。此外，品源文华签约的 世界级文化艺术IP阵营也在不断壮大中。2019年品源文
华旗下的博物馆IP资源将再添至少两个世界级的博物馆, 进一步提升我们在行业内的领导地位。
LIMA ASIAN LICENSING AWARDS 2018
GOOD STORIES AND CONTENT ARE FUNDAMENTAL TO CHINA’ S ORIGINAL INTELLECTUAL PROPERTY DEVELOPMENT
中国原创IP如何走出去?华强方 特：好的故事和内容是根本 Daisy Shang | 尚琳琳
Executive President of Fantawild Holdings Inc. General Manager of Fantawild Animation Inc. 华强方特文化科技集团执行总裁 华强方特 （深圳） 动漫有限公司总经理 Fantawild is a pioneer in exporting China IP abroad, please give us an overview of your licensing program.
Fantawild has been focusing on expanding its global footprints. Fantawild has exported over twenty animated programs with runtime totaling over 250,000 minutes, including Boonie Bears, to more than 100 countries and territories. These programs are aired on globally renowned TV channels and digital platforms like Disney, Netflix, Nickelodeon, and Sony with excellent ratings, and received numerous honors including“Kids Jury Award”in MIPCOM “Asian , Television Awards”and “Annecy Cristal for Best Feature Film” . Boonie Bears films have been released in the cinemas of over 30 countries such as Korea, Russia, Mexico, Turkey, etc. They have been highly acclaimed, including Boonie Bears: To the Rescue!, which soared to #1 on the box office charts in Turkey among animated films in the second week of its release. Fantastica was aired in Turkey this year, and renewed its performance with higher records.
Fantawild has also exported special-effects films to over forty countries and territories including USA, Canada, and Italy. Fantawild has completed the overall design for theme parks in Nigeria and Ukraine, and exported full sets of independently-developed attraction equipment to the Middle East. The park“Fantawild Adventure”in the Middle East has become a popular tourist destination. It is the first Chinese park that is exported abroad.
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LIMA ASIAN LICENSING AWARDS 2018
我们注意到，华强方特近年在海外市场取得了耀眼的成绩， 请您就华强方特目前在海外业务方面的发展状况做下简 单介绍。
华强方特始终坚持国际化传播和全球化发展道路。目前，华 强方特已累计出口包括 《熊出没》 在内的数十部动画作品 超过25万分钟，发行至全球100多个国家与地区，并在迪士 尼、NETFLIX、NICKELODEON、SONY等全球知名电视频道 及网络平台持续播映，成绩斐然，并获得戛纳电视节 “儿童评 审团奖” ， “亚洲最佳3D动画” 、 “昂西水晶最佳动画长片”等 众多国际奖项的青睐。
《熊出没》 系列电影也已经登陆韩国、俄罗斯、墨西哥、土耳 其等三十多个国家地区的院线，屡获佳绩，好评如潮。 《熊出 没之夺宝熊兵》 在土耳其上映第二周便跃居当地动画类电影 票房第1名，今年 《熊出没•奇幻空间》 票房在土耳其再度刷 新前作的票房成绩。
华强的特种电影也输出到美国、加拿大、意大利等40多个国 家和地区，完成了尼日利亚、乌克兰等主题乐园的总体设计， 并将自主品牌的主题公园成套设备输出到中东等国家和地 区。中东 “方特欢乐世界” 成为当地旅游热点，开创了中国首 个自主品牌主题乐园 “走出去” 先河。 Apart from animation, Fantawild also operates theme parks and resorts. How does your licensing program benefit from these resources?
Prior to project development and content creation, we make an overall plan in advance, including the strategic planning and general arrangement for future directions and industrial chains. Next, we create content with clear focuses. We choose appropriate development strategies and directions depending on different projects and content. For example, we have“Boonie Bears”attractions for older children and“Boonie Cubs”early education products for infants and toddlers.
Thirdly, we make full use of Fantawild’ s industrial chains. Our different business segments including theme parks, special-effects films, animation, themed performance, and consumer products constitute an integrated business industrial chain with a variety of complementary products, with the resources been very fully exploited, expanding the influence of our IPs.
Fourthly, we integrate resources from partners and licensees to produce premium products, enhancing the brand exposure and the whole influence. Currently, Fantawild has cooperated with over 100 prestigious licensees from over 20 industries including Ferrero Rocher, Mengniu Dairy, McDonald’s, China Resources San Jiu Medicine, and developed over 3,000 types of consumer products in 30 categories. Fantawild has built up an expansive and wellestablished licensing service system, with the annual sales of merchandise exceeding USD 360 million.
华强方特作为一家大型文化科技集团，您们是如何整合动 漫制作、主题乐园、IP授权等产业链各个环节，以达到效果 最优化？
1、在进行项目开发和内容创作前，提前做好全盘的整体规 划，包括后续的发展方向和产业链条。
2、有侧重性、针对性地进行内容开发。对于不同类型的项目 和内容，选择适合的发展策略和方向（如：打造 “熊出没” 主题 项目、开发 “熊熊乐园” 系列婴幼儿和早教衍生产品等） 。
3、充分利用华强方特的产业链优势。在华强方特下属的主题 乐园、特种电影、动漫产品、主题演艺、文化衍生品等各个产 业板块，针对同一IP进行产业链打通，打造多元化产品，有效 进行资源复用，扩大IP影响力。 4、联合各合作方和被授权商的力量，打造优质产品，提升品 牌的曝光度和整体影响力。目前，华强方特与包括费列罗、 蒙牛、麦当劳、三九药业等超过20个行业、100个知名企业达 成合作，已有超过三十类约3000余种授权衍生产品上市销 售，年销售额超过25亿元，并建立起一套完整、系统的授权 合作服务体系。 What are the challenges to China IPs for overseas expansion? What do China IP owners need to know when marketing their brands abroad?
For original Chinese IPs, Cultural difference is one of the big challenges in expanding the overseas market.
Suggestions: First of all, good stories and content are fundamental. Choose a strong universal theme, Constant innovations and breakthroughs in content creation and production quality while focusing on development of the“universal appeal”themed content. At the same time, create highly recognizable characters; plan and develop the style guide in advance to be prepared for entering the international market. In addition, it is essential to have a team with an international viewpoint. Fantawild has adopted the model of“bilingual production”to produce its animation shows in both Chinese and English, and hires professional voice actors from English speaking countries for the dubbing. The dubbing team also oversees the content localization while considering the culture of the target market. This way we are able to create products with strong international appeal.
After years of exploration, Fantawild has created a successful mode of international distribution. The company participates in world-renowned exhibitions such as MIPCOM, NATPE, ATF, and Licensing Expo. This allows for us to be geared to the international market. Fantawild prides itself on building strong relationships with all its clients with active communication. We keep the international market updated on our news as timely as possible.
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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？
在海外市场拓展过程中，文化上的差异，是面临的一大挑战。 建议：好的故事和内容才是根本，选择全球通行的优秀题 材，具备共通情感的主题内容进行开发，在故事创作和制 作质量上不断进行创新与突破，精益求精。同时打造具备 高识别度的人物角色形象，并提前进行style guide开发 和规划，为开拓国际市场做好充分准备。
除此之外，组建国际化运营团队同样必不可少。华强方特 一开始就确定了动画节目中英双语制作的模式。通过聘 请来自欧美等地拥有专业背景的配音团队，为动画提供
原汁原味的英文配音。同时团队还结合国外文化，参与动 画内容的创作与修改，使之更符合国际观影习惯。
华强方特已经探索出成功的国际化发行模式，通过参加 MIPCOM、NATPE、ATF、Licensing Expo等国际知名大
型行业展会，让品牌与国际市场接轨。同时，华强方特也 保持与客户沟通的高活跃度，让国际市场第一时间了解 华强方特的最新动态。
As an experienced industry player, what do you foresee for the future development of China IPs in international market? As China’s entertainment industry thrives, more and more outstanding Chinese IPs and works enter the international market. We have found that the global market has been more and more welcoming Chinese culture and content in recent years. The global market holds great potential for Chinese content. 您本人在授权方面的从业经验丰富，怎么看待中国IP未来 在国际市场的发展？ 随着中国文化产业的蓬勃发展，越来越多优秀的国内IP和 作品走出国门，国际市场对中国文化、中国内容产品接受 度也越来越高，全球化市场前景十分广阔。 What are your key initiatives in 2019? Fantawild adheres to the idea of age-appropriate animation productions by producing different animation works for different age groups and developing age-matching merchandising markets for different works and age groups. We will continue pay great attention to join hands with well-known brands at the same time, increase the cooperation on the categories, such as baby’s and toddler’s products and apparels, and also scale up our all round services for its licensees, including providing more sales channels and marketing modes to our licensees. Further, Fantawild will release several new original IPs. We will explore new methods of licensing and cooperation on these new IPs, and develop diversified product categories and licensing forms especially for the new IPs. 2019年华强方特会有哪些重点的授权计划或方向？ 华强方特践行适龄动画的理念，推出针对不同年龄段的动 画作品，也针对不同作品开发适龄的衍生授权市场。 同时继续践行携手优质大品牌的合作理念。加大在婴幼领 域和服装等领域的授权合作。此外，进一步完善对被授权 商的全方位服务，包括在销售渠道和营销上的支持等，实 现互利共赢。 此外华强方特还将推出多个全新原创IP项目，并针对新IP 项目进行全新授权合作模式的探索和创新，全面开发更多 样化的产品品类和合作形式。
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Growth of Retailers’Private Label Business Challenges Brand Owners, Licensees 零售商自有品牌崛起，对品牌商和被授权商构成威胁？
As retailers step up the number of private labels they deploy, and apply ever-more-sophisticated positioning and merchandising strategies to them, brand owners and licensees are increasingly challenged to adapt to the changed environment. Research from NPD Group shows that private label now accounts for a significant portion of sales in some of the biggest categories in the U.S., including technology, accessories and housewares. But the industry being most impacted at the moment is apparel, where private label now accounts for 30 percent of total sales in the U.S. In Europe, private label is even bigger, with about one in three purchases made on private label brands. For some European countries like Switzerland, nearly half of purchases made are on private label, according to NPD. In grocery, according to a Nielsen study for the Private Label Manufacturers Association (PLMA), sales of store brands rose 9.3 percent to $122.3 billion in 2017. (Those figures don’t include major private label purveyors such as Aldi, Trader Joe’s and Costco, nor does it include online-only retailers such as Amazon. Nielsen estimates that including such companies would add at least another $35B to the total.) And while retailers’proclivity for private brands has tended be cyclical in the past – they’re attracted by the margins, until something doesn’t work and they’re stuck with the markdowns, at which point they head back toward national brands — there’s general agreement that we’re in the midst of a fundamental change.
随着零售商加强发展自有品牌的数量，并采用更精准的市场 定位和营销策略，品牌商和被授权商在适应瞬息万变的零售 环境方面面临着越来越大的挑战。
NPD集团的研究显示，在一些美国最大的消费品类别中，自 有品牌的零售额占了相当大的比例，包括科技，配饰和家居 用品。但目前受影响最大的行业是服装，其中自有品牌的零
售额占美国消费品零售总额的30％。在欧洲，自有品牌的零 售额甚至更大，大约三分之一的零售额来自于自有品牌。根
据NPD集团的统计，对于像瑞士这样的欧洲国家来说，几乎 一半的消费者都是购买自有品牌产品。
根据尼尔森为自有品牌制造商协会(PLMA)所做的一项研究 显示，在食品杂货行业，自有品牌的零售额在2017年增长了 9.3%，达到1223亿美元。 （这个数字不包括主要自有品牌供 应商如阿尔迪，Trader Joe’ s和好市多，也不包括亚马逊在
内的在线零售商。据尼尔森估计，如果把这些公司包括在内， 这一数额至少会再增加350亿美元。）
过去，零售商对自有品牌的偏好倾向周期性，一开始是被
利润所吸引，直到事情行不通而陷入了不得不降价促销的 困境，这时他们又会转向制造商品牌。现在普遍认为，我们 正处于一场根本性变革之中。
The Second Wave of Private Label “Private label has always been around, but the quality and breadth of items available today are a far cry from the Brand X macaroni and cheese in plain white boxes in the value sections of 1970s supermarkets,”says Marshal Cohen, chief industry advisor, NPD, in the report“Private Label Revolution.” “Today, we’ ve entered the second wave of private label, where big name retailers are investing more and more in bringing to market their own labels, which customers are growing to love.” As with many of the other major shifts happening at retail right now, one can look directly to the consumer (and their enthusiastic e-commerce and social media uptake) to find the cause.
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Consumers are now accustomed to the benefits of shopping and sharing online – instant price comparison, access to extensive product reviews and the idea that purchases reinforce their own identity (not the identity of a brand or retailer), says NPD. As a result, brand loyalty is trending down, and brands (all of them, not just private label) have to give consumers a reason to choose them, beyond just value or familiarity.
自有品牌的第二波浪潮
NPD集团首席行业顾问马歇尔•科恩在一份名为《自有品 牌革命》的报告中表示， “自有品牌一直存在，但如今商品的 质量和广度与上世纪70年代超市平价区的简单包装杂货大 不相同。如今，我们已经迎来了自有品牌的第二波浪潮，越 来越多大牌零售商倾向于投资推广自己的品牌，而消费者 也越来越喜欢这些品牌。” 与目前零售业正在发生的许多其他重大变化一样，人们可 以直接从消费者(以及他们对网上购物的狂热和对社交媒体 的依赖程度)那里找到原因。 NPD集团报告表示，消费者现在已经习惯了网上购物和在 线分享带来的好处——即时的价格比较、广泛的产品评论以 及认为购买可以强化他们自己的身份(不是品牌或零售商的 身份)的想法。因此，品牌忠诚度呈下降趋势，而品牌(所有的 品牌，不仅仅是自有品牌) 必须给消费者一个选择它们的理 由，而不仅仅是价值或熟悉程度。
Owned Assets
“Retailers went from seeing private labels as opening
price point margin builders to viewing them as proper brands that could compete against national brands
with a full spectrum of good, better, best products,”
says retail consultant Carol Spieckerman.“They now
consider these brands owned assets to the point of not only looking at the equity the brands have, but making them available to other retailers.”Indeed, Walgreen’s earlier this month unveiled plans to test sales of Krogers’Simple Truth organic private label products through select stores. An example of the tiered strategy retailers are taking with private labels can be found at Target, which earlier this month launched the Smartly brand — more than 70 basic products ranging from all-purpose cleaners to body lotion, paper plates and shower gel all priced between 59 cents and $11.99. Those items are priced about 70 percent below national brands such Procter & Gamble and 50% less than Target’ s own Up and Up brand. Meanwhile, Walmart has expanded use of its Mainstays brand for bedding, in some cases in the price range of the Better Homes and Gardens label it licenses via a DTR with Meredith Corp. To some market watchers, the genesis of this latest surge toward private label business is a case of retailers reacting to the realities of an omnichannel world in which brand owners and their licensees have developed their own direct-to-consumer business. Of course, the brands say they’ ve been forced to do that as stores close, existing chains shrink and shelf space contracts. Also, the channel definition that once separated, for example, department stores and mass merchants, has blurred, driving retailers to carve out their own niches in extending private goods from entry-level to mid-priced, and in some cases, premium products.
自有品牌优势愈发凸显 “零售商已经从把自有品牌视为提高毛利率和利润的缔造 者，转变为把它们视为特有的品牌，甚至可以与那些提供更 好更优质产品的制造商品牌竞争” ，零售咨询师卡罗尔•斯 皮克曼表示。 “他们现在认为，这些品牌不仅仅可以供自家 使用，还能适用于其他零售商。”事实上，美国医药零售巨头 沃尔格林在10月初公布了一项计划，通过精选商店测试连 锁超市Krogers旗下自有品牌Simple Truth的天然和有机 产品的销售情况。 在塔吉特百货我们可以找到一个很好说明零售商通过自有 品牌实施分层策略的案例。不久前，塔吉特百货推出了自有 品牌Smartly，超过70种基础产品，从多功能清洁剂到身体 乳液，纸碟和沐浴露，价格在59美分至11.99美元之间。这 些产品的售价比宝洁等制造商品牌售价低约70％，比塔吉 特集团已有的Up & Up品牌售价低50％左右。与此同时， 沃尔玛已扩大其主营品牌Mainstays的品类至床上用品， 在某种情况下，售价会在其与梅瑞狄斯公司旗下家具品牌 Better Homes and Gardens合作推出的产品价格区间内。
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一些市场观察人士认为，最近这股向自有品牌业务进军热 潮的起因，是零售商对“全渠道时代”来临做出的应对，而在 这个全渠道世界中，品牌商和他们的被授权商已经开发了 自己的直接面向消费者业务。当然，这些品牌商会说，由于 商店纷纷倒闭、现有连锁店业务萎缩、货架空间收缩，他们 不得不这样做。此外，渠道的定义也变得模糊起来，比如百 货商店和大卖场，这迫使零售商将自有品牌商品从低价产 品扩展到中等价位，有时甚至会扩展到高端产品，而在过程 中开辟了属于自己的利基市场。
Co-Branding With Licenses
In some cases, the private labels are co-branding with licenses. For example, Bloomingdale’s has introduced a Happily Grey x Aqua collection featuring 12 styles of women’s apparel priced $68-$249. The capsule collection combines fashion blogger Mary Lawless Lee’s Happily Grey brand with Bloomingdale’s Aqua private label, marking the first time the retailer has partnered with a social media influencer. Bloomingdale’s move comes a year after Nordstrom launched a similar collection with fashion blogger Arielle Charnas’Something Navy brand, combining it with its Treasure & Bond private label. The collection registered $1 million in sales within the first 24 hours of being available last fall. It’s not just for apparel. Seltzer Licensing’s Stuart Seltzer, who works with Safeway Albertsons, said he’s helped the company license in brands for co-branding with more than 100 products of that retailer’s private label products.
To navigate the new retail landscape, licensees must be complementary rather than competitive with private label brands, since retailers have built their own product development, brand-building and sourcing operations, say industry officials. To complement private labels, licensed brands must find a niche within a category that isn’t being addressed by retailer’s own label.
借力授权与其它品牌联乘合作 在某些情况下，自有品牌可以借力授权实现品牌联合。例 如，布鲁明戴尔百货最近推出了Happily Grey x Aqua女装 系列，包括12款单品，售价在68至249美元之间。该女装系 列将时尚博主Mary Lawless Lee的品牌Happily Grey与布 鲁明戴尔百货的自有品牌Aqua相结合，这标志着布鲁明 戴尔百货首次与社交媒体红人展开合作。而此类合作并非 布鲁明戴尔百货首创，早在一年前，美国高档连锁百货店 Nordstrom旗下自有品牌Treasure＆Bond就曾与时尚博主 Arielle Charnas的品牌Something Navy合作推出此类服 装系列。该系列在2017年秋季推出后的24小时内销售额达 到100万美元。 这种联乘合作不仅仅局限于服装领域。来自Seltzer Licensing公司的斯图尔特·塞尔茨表示曾帮助其公司与 零售商Safeway Albertsons达成授权合作，与其旗下自有 品牌的100多种产品进行联合品牌推广。 业内人士表示，要想在新的零售格局中站稳脚跟，被授权 商们必须与自有品牌形成互补，而非竞争关系，因为零售 商已经建立了自己的产品开发、品牌建设和采购业务。为 了补充自有品牌，授权品牌必须在零售商自有品牌没有涉 及的类别中找到合适的定位。
Co-Existing Rather Than Competing
“Instead of thinking about it as competing, licensees/licensors need to think about it as coexisting. Because if you look at it that way, then you also are speaking the retailers’language,”says Spieckerman.“You are positioning your portfolio (of brands) in relation to a retailer’s platform and brands. It is about complementary strategies across multiple categories, rather than trying to knock the other guy out. There is always going to be a role for something that complements private brands.” Yet finding those complementary strategies has become increasing complex, especially with broad array of brands readily available not only in stores, but online as well. Amazon has increasingly introduced private label brands – P.O.V. (personal care), Lark and Ro (dresses), Peak Velocity (sweat pants, shorts hoodies), Good Threads (men’s shirts, pants), The Fix (women’s bags, clutch, shoes) – but with little promotion and relying instead on consumer data to match products with buying habits. Walmart has been responding by buying online brands – Bonobos (men’s apparel),
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ModCloth (women’s apparel) and Moose Jaw (outdoor gear) — to create what essentially have become online private brands that can complete with Amazon’s labels.
“Amazon and other ecommerce retailers have been aggressive in building their own brands,”says The Joester Loria Group’s Debra Joester.“This is something that is not going to go away. Smart (bricks and mortar) retailers will figure out what their selling proposition is, what their consumer will accept and how they maintain a balance between branded products and private label items that are legitimate competitive options.” If licensees and licensors need a measure of the private label business, the grocery business is a good marker. Grocery chains have long used private label for opening price point (OPP) items, but have gradually spread their use to more premium products such as organic food. Premium products accounted for eight percent of private brand grocery sales of $59.1 billion in the year ended July 8, 2018, while OPP accounted for 32 percent, according to Nielsen.
At the beginning of this year, Albertson’s announced that its O Organics line, launched in 2005, now generates $1 Billion in sales annually. The line features more than 1,000 products. In the most recent year, O Organics added about 200 new products and grew sales more than 15%. When it made the announcement, Albertson’s said that it planned to introduce 500 or more new products this year under the O Organics line, from produce, dairy and meats, to deli, snacks and baby items.
配与之购买习惯相符的产品。作为回应，沃尔玛则通过收 购在线品牌，Bonobos(男装电商)、ModCloth(女装电商) 和Moose Jaw(户外装备零售商)，以打造在根本上能与亚 马逊旗下品牌相媲美的在线自有品牌。 “亚马逊和其他电商在打造自己的品牌方面一直很积 极，”乔斯特·洛里亚集团的黛布拉·乔斯特表示。 “这个 趋势是不可能消失的。聪明的零售商会弄清楚他们的卖 点是什么，消费者会接受什么，以及他们如何在制造商品 牌产品和自有品牌产品之间保持平衡，这些都是合理的 竞争选择。” 如果被授权商和授权商想要衡量自有品牌业务，那么食品 杂货业务就是一个很好的例子。长期以来，食品连锁店自 有品牌一直都是适用于较低价的产品，但现已逐渐将其应 用于更高端的产品，如有机食品。根据尼尔森的统计，截至 2018年7月8日，高端产品的零售额占了自有品牌食品杂货 零售额的8%，达到591亿美元，而低价商品占32％。 2018年年初，艾伯森(商店)宣布其在2005年推出的O Organics系列产品现在每年的销售额为10亿美元。该系 列拥有超过1000种产品。在2017年，O Organics增加了 大约200个新产品，销售额增长超过15%。在宣布这一消 息的同时，艾伯森还表示计划在O Organics系列下推出 500多种新产品，从农产品、奶制品和肉类，到熟食、零食 和婴儿用品。
共存共荣而非竞争 “被授权商和授权商不应该把自有品牌视为竞争对手，而 应该把它看作是可以共存共荣的。因为如果当你这么看的 时候，你也就相当于是站在零售商的立场看待这个问题，” 卡罗尔•斯皮克曼表示。 “你可以根据零售商的平台和自 有品牌来与你的(品牌)组合定位。这是一种跨多个类别的 互补策略，而不是试图击败对方。那么在补充自有品牌的 方面，就能有所发挥。” 然而，找到这些互补的策略已经变得越来越复杂，尤其是 在众多品牌不仅可以在商店买到，而且可以在网上买到的 情况下。亚马逊越来越频繁地推出自己的自有品牌，P.O.V.( 个人护理品牌)、Lark & Ro (女装品牌)、Peak Velocity(运 动品牌)、Good Threads(男装品牌)、Fix(鞋包品牌)，但由 于几乎没有任何促销活动，而主要是依靠消费者数据去匹
LIMA ASIAN LICENSING AWARDS 2018
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With Higher Profile Via Streaming Services, Anime Earning A Spot at Mass 流媒体服务兴起,动漫产业或将迎来春天
With anime taking hold at mass merchants, characters and stories that once were relegated to specialty and niche distribution are now moving into the mainstream.
随着动漫行业的发展在大众商家中占据 一席之地，曾经属于专卖店和小众零售 商的角色和故事正逐渐成为主流。 The shifting fortunes of anime are being driven by the increasing availability of content through streaming services, TV and mobile devices and the sheer volume that is being produced. For example, Ellation’s Crunchyroll streaming service has doubled its number of paid subscribers in a little over a year to two million and releases 250-300 new series annually. That’s in addition to Funimation, which formally parted last week with Crunchyroll on a content-sharing agreement to focus on its own FunimationNow streaming service. The change follows Funimation’s acquisition by Sony Pictures Television last year. Adult Swim also has an evening block of anime.
随着流媒体服务、电视和移动设备播放的内容越来越多， 制作的数量也越来越大，这些因素都推动着动漫产业发生 巨大转变。例如，Ellation的流媒体服务Crunchyroll在一 年多的时间里付费用户数量翻了一番，达到200万，并且 每年推出250至300部新剧。当然还有日本的Funimation 娱乐，在11月与Crunchyroll正式停止内容共享合作 后，专注于自己的FunimationNow流媒体服务。这是继 Funimation公司去年被索尼影视收购之后的又一大变化。 美国Adult Swim频道也有一个在晚间播出的以成年人观 众为主要对象的动画时段。 That kind of expansion hasn’t gone unnoticed. While specialty retailers such as Hot Topic, FYE Entertainment and GameStop have grown to be a key channel for anime, mass merchants are taking tentative steps into the arena. For example, Market sources say Target is expected to feature anime products – collectibles, apparel, mugs and other items – in 1,600 stores during a 2-3 month run beginning in March in its dedicated“license shop”- a scalable display within its entertainment department. (A Target spokesman declined comment.)
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然而这样快速扩张的趋势并没有被市场忽视。尽管诸如 Hot Topic、FYE Entertainment和GameStop等专卖店已 成为动漫周边产品的主要渠道，但仍有大量零售商正尝试 进入这一领域。有市场消息人士透露，零售巨头Target预 计从2019年3月份开始为期2-3个月，在其1600家门店以 专门的“授权商店”形式，推出收藏品、服装、杯子和其他等 动漫产品。(Target发言人拒绝置评。) For its part, Walmart launched a dedicated collectibles section with Loot Crate, Culture Fly and Funko at 3,500 stores in October and is expected to add anime-related items in early 2019.
今年10月，沃尔玛在旗下3500家门店推出了一个专门售卖 Loot Crate，Culture Fly和Funko商品的收藏品区，预计将 于2019年初增加与动漫相关的商品。
“Anime has always been in the niche space, but it is quickly becoming more mainstream and relevant and if you are Target or Walmart, you start to notice that,”says Viz Media’ s Brad Woods, whose firm is best known for its“Naruto” “My , Hero Academia”and “Sailor Moon”properties.
来自日本动漫发行商Viz Media的布拉德•伍兹表示， “ 动漫一直都是小众领域，但它正迅速变得更加主流，如果 你身处塔吉特或沃尔玛，你就会开始注意到这一点。”该 公司以发行《火影忍者》 、 《我的英雄学院》和《美少女战 士》等动漫而闻名。
LIMA ASIAN LICENSING AWARDS 2018
As they’re working to extend retail exposure, owners and licensors of anime IP also are trying to broaden the base of licensees. That’s not without challenges.
在努力扩大零售业务的同时，动漫IP的版权方和授权商也 在努力拓宽被授权商的基础。然而，这样做并非没有挑战。 Many anime productions in Japan are funded by 3-4 different companies, all of whom have approval rights for merchandise along with the anime artist, a step that can be jarring for licensees accustomed to working via a more streamlined process with property owners in other parts of the world.
日本的许多动漫作品都是由3-4家不同的公司出资制作 的，这些公司都与动漫艺人一起拥有商品的审批权，这对 于被授权商来说可能会是个麻烦，因为他们已经习惯了与 世界其他地区的版权方通过更精简的流程进行合作。
“It takes [properties with multiple ownership] longer sometimes to get through the system,”although the process is quicker for well-known properties like Naruto with an established track record, says Woods. “It can be a frustration for licensees; what we do with new groups is manage expectations and plan accordingly. If you come out and say‘let’ s do a shirt and hit the (retail) planogram in six weeks,’you aren’ t being very realistic. Sometimes it is better to say‘let’ s plan for next season’to allow for enough time to make the process a little easier.”
布拉德•伍兹表示， “（被授权商）有时甚至需要[尤其拥有 多个品牌主的IP]更长的时间才能通过审核系统，不过对于 像《火影忍者》这样有既定系统的知名IP来说这个过程要 快一些。这对被授权商来说可能会有一种挫败感；而我们 的新团队所做的工作就是管理期望和相应的计划。如果你 说‘让我们在六周内做一件衬衫并要（在零售商店）上架’ 那你就不太现实了。你最好是说， ‘让我们做下一季的计划 吧’ ，这样便有足够的时间让整个过程变得更加容易。”
Anime’s crossover to the mainstream has been evident this fall. Legendary Pictures announced plans for a live-action adaptation of“My Hero Academia.” That’s in addition to it currently being in production on the live-action film, Detective Pikachu.
货感恩节大游行的标志性巨型气球中，动画电影《龙珠超： 布罗利》主角孙悟空气球首次加入游行阵容，5层楼高的尺 寸在16个巨型角色气球中名列前茅，需要90个人在地面牵 着系绳前进。
“Geek chic is popular now and people wear it with pride and it is totally acceptable,”says Rooster Teeth’ s Geoff Yetter, whose firm developed the popular RWBY series that is among the few anime series produced in the U.S.“We had these fandoms, but they were kept behind closed doors. But now these people are adults with money to spend and there is a sense of nostalgia” for properties such as Dragon Ball and Naruto, which were released more than 20 years ago.
“极客时尚现在很流行，大家都以穿戴这种风格为傲，这 是完全可以理解的，”Rooster Teeth工作室的杰夫•耶特 尔表示，他的公司开发了广受欢迎的RWBY动画系列，这是 美国为数不多的动漫系列之一。 “我们有这样的忠实粉丝 群，但是他们一直没有得到满足。如今，这些人早已经成为 具备消费能力的成年人，并且对于20多年前发行的《龙珠》 和《火影忍者》等动漫作品充满怀旧之情。” Given that increasingly monied-fan base, the once in inexpensive t-shirts and collectibles are being joined by premium products. For example, RWBY licensee McFarlane Toys developed a 12-inch resin RWBY Alpha Beowolf Battle statue the sells for $550. And the Benny Gold streetwear brand and boutique is working on a cobranded Crunchyroll collection that due in 2019.
鉴于这样的粉丝群体数量越来越庞大，曾经低价位的T恤 和收藏商品，动漫IP也开始开发高端产品。例如，RWBY动 画的被授权商麦克法兰玩具公司开发了一款12英寸高的 剧中主角Ruby Rose和Weiss Schnee共同战斗场景的 限量版雕像，售价为550美元。街头服饰品牌Benny Gold 也正在与Crunchyroll展开合作打造联乘系列，预计将于 2019年推出。
动漫走向主流地位的转变在今年秋天已经很明显。传奇影 业宣布将制作拍摄《我的英雄学院》真人版电影。此外，另 一部真人版电影《名侦探皮卡丘》目前也正在制作中。
Separately, Fathom Events worked with Crunchyroll to bring its 12-episode“Yuri on Ice”series to 95 movie theaters on Oct. 13 for marathon screenings. And the Goku character from Dragon Ball Super: Broly, will be one of 15 big character floats (56 feet long) in the Macy’s Thanksgiving Day parade later this month. 与此同时，Fathom Events与Crunchyroll合作，从10月13 日起在全美95家影院上映12集的《冰上的尤里》(Yuri on Ice)，并将在那里进行马拉松式的放映。在2018年梅西百
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“The execution and target price points have matured,”says Woods.“Before you might have a $10 t-shirt, now you have a $50 version that has a collaborative artist interpretation of one of the characters. It becomes trendier and higher quality and that does a lot to raise a brand’s image.” “渠道和预期价格已经成熟，”布拉德•伍兹还表示。 “以 前你可能有一件10美元的T恤，但现在你会更想要一件有 经艺术家诠释过的动漫角色价值50美元的T恤。它变得更 时尚、质量更高，这对提高品牌形象大有裨益。” While Dragon Ball, Naruto and My Hero Academia are among the top-selling licensed brands, finding the up and coming properties such as Re: Zero, Black Clover, Yuri on Ice, Goblin Slayer and others are of equal importance if anime is going to continue to raise its profile. To that end, Bioworld Merchandising launched Anime Pls as a platform for testing sales of new properties and using that data to sell retailers on carrying the product, says Bioworld’s Beth Taylor. It also uses the site to put a twist on proven properties with designs that appeal to hardcore fans but might be lost on mass consumers. For example, it is featuring a design with a“Great Ape Goku”design that has appeared only a few times in the Dragon Ball series. Ellation also formed a studio division earlier to release original content on Crunchyroll in 2019, starting with“High Guardian Spice,”which will have a licensing program attached to it, says Crunchyroll’s Michael Melby. 虽然《龙珠》 、 《火影忍者》和《我的英雄学院》都是最畅销 的授权品牌之一，发掘有潜力动画如《Re: Zero》 、 《黑色 五叶草》 、 《冰上的尤里》 、 《香蕉喵》 、 《哥布林杀手》等也同 样重要。Bioworld的贝丝•泰勒表示，为此，Bioworld 推出了Anime Pls，作为测试新动漫IP销售的平台，并 使用这些数据向零售商销售产品。该公司还利用这个 平台，对那些能够吸引铁杆粉丝，但可能会失去大众消 费者青睐的设计进行了改进，例如它所采用的“Great Ape Goku”的设计，在动漫《龙珠》系列中只出现过几 次。Ellation在8月成立了一个新部门Ellation Studios， 预计于2019年开始为 Crunchyroll流媒体平台创作新的 原创动漫节目。而Crunchyroll的迈克尔·梅尔比进一步 透露，附带授权计划的《High Guardian Spice》将成为 该部门发布的第一部动漫作品。 “The goal is to find the next big title and bring it to brick and mortar,”says Taylor.“Even within the more popular titles there will be more‘insider’art, which allows us to keep that pop culture fan happy and we can communicate to brick and mortar the results we are having.”
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贝丝•泰勒表明， “我们的目标是找到下一个重头IP并将 其带入实体零售。即使在更受欢迎的作品中，也会有更多 的‘内行’艺术，这让我们既能维系那些崇尚流行文化的粉 丝们，又能与零售商交流我们获得的成果。” While the designs have traditionally found a home in apparel and accessories and collectibles, anime in finding its way into licensed food and beverages as well as home décor and bedding. Viz Media licensee CTC Food International in the U.S. has launched Naruto-branded ramen noodle soup and soda featuring designs from the series that first ran in the early 2000s. The food is part of an effort to appeal to a younger audience than the typical teenager to young adult consumer attracted to the property, says Wood. In the case of Crunchyroll, it is targeting ramen noodles, ice cream and baked goods for 2019 and licensee Just Funky recently launched bedding sets using Black Clover, Yuri on Ice and Bananya, says Melby. 传统的设计多用在服装，配饰和收藏品中，动漫现在开始 拓展到食品和饮料以及家居装饰和床上用品。Viz Media 的被授权商CTC Food International在美国推出了《火影 忍者》的拉面和苏打水，这些拉面的设计来自于本世纪初 首次推出的系列产品。布拉德•伍兹表示，美食能吸引比 当前年轻粉丝更年轻的消费者。迈克尔·梅尔比透露说， Crunchyroll的目标是在2019年推出拉面，冰淇淋和烘焙 食品等，而其被授权商Just Funky最近推出了《黑色五叶 草》 、 《冰上的尤里》和《香蕉喵》系列的床上用品套装。
“It is about bringing a meaningful experience to the fans through content and merchandise. If you don’t have that and it’s just a money-grab, anime fans know that and won’t buy the product,”says Yetter. “所有这些都必须通过内容和商品为粉丝带来有意义的 体验。如果你没有这些，而只是为了赚钱，动漫迷们察觉这 个后，便不会购买产品，”杰夫•耶特尔表示。
LIMA ASIAN LICENSING AWARDS 2018
Winners of LIMA Asian Licensing Awards 2017 2017 LIMA亚洲授权业卓越大奖获奖名单
Asian Program of the Year 年度亚洲授权项目 Super Wings ALPHA GROUP CO., LTD Corporate Brand or Lifestyle Program of the Year 年度企业品牌/时尚生活授权项目 Barbie Mattel Inc. Entertainment Program of the Year 年度娱乐授权项目 Beauty and the Beast The Walt Disney Company (China) Limited Licensed Promotion of the Year 年度授权推广项目 McDonald’ s and The Rap of China Joint-Promotion McDonald’ s Corporation Licensee of the Year 年度被授权商 Yili Toy Story Location-Based or Experiential Initiative of the Year 年度主题性娱乐体验项目 Winnie the Pooh Times Square Hong Kong Retailer of the Year 年度零售商 Tmall Disney @ 11.11 with Tmall, Greater China
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LIMA ASIAN LICENSING AWARDS 2018
Winners of LIMA Asian Licensing Awards 2016 2016年度获奖名单 Best Asian Property of the Year 年度最佳亚洲授权项目 B. Duck SEMK
Best Corporate Brand/Fashion/Lifestyle Program of the Year 年度最佳企业及时尚品牌授权项目 Smiley The Smiley Company Best Entertainment License of the Year 年度最佳娱乐授权项目 Kung Fu Panda 3 DreamWorks Best Licensed Promotion of the Year 年度最佳授权推广项目 Kung Fu Panda 3 Kung Fu of Noodles for Master Kong
Best Location-Based or Experiential Initiative of the Year 年度最佳主题性娱乐体验项目 Kung Fu Panda 3 Chengdu International Finance Square Best Licensee of the Year 年度最佳被授权商 GS Retail Co., Ltd. Despicable Me (Minions)
Best Retailer of the Year 年度最佳零售商 Alibaba Group Kung Fu Panda 3
Winners of LIMA Asian Licensing Awards 2015 2015年度获奖名单 Best Asian Property of the Year 年度最佳亚洲授权项目 Ali The Fox 阿狸 Beijing Dream Castle Culture Co., Ltd 北京梦之城文化股份有限公司 Best Corporate Brand & Lifestyle Program of the Year 年度最佳企业及时尚品牌授权项目 Candy Crush 糖果传奇 King Digital Entertainment plc Best Entertainment License of the Year 年度最佳娱乐授权项目 Shaun the Sheep小羊肖恩 Aardman Animations Limited 阿德曼动画 Best Licensed Promotion of the Year 年度最佳授权推广项目 Minions (Despicable Me) 小黄人（卑鄙的我） YATA Limited
Best Licensee of the Year 年度最佳被授权商 1. NY. LA Group Co. Ltd. Paul Frank 大嘴猴 2. Fei Fan Tan Suo Outdoor Products Company Limited 非凡探索户外用品有限公司 Discovery Expedition 非凡探索 Best Licensing Agency of the Year 年度最佳授权代理商 1. CLICK! Licensing Asia, Inc. 可利可亚洲专利授权有限公司 2. Shanghai Character License Administrative Co., Ltd 上海新创华文化发展有限公司 Best Retailer of the Year 年度最佳零售商 J.T. Network Pte Ltd DC Comics Super Heroes (DC Comics 超级英雄)
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Winners of LIMA Asian Licensing Awards 2014 2014年度获奖名单 Best Asian Property of the Year 年度最佳亚洲授权项目 LINE Friends LINE Friends Corp.
Best Corporate Brand & Lifestyle Program of the Year 年度最佳企业及时尚品牌授权项目 Coca-Cola 可口可乐 The Coca-Cola Company 可口可乐公司 Best Retailer of the Year 年度最佳零售商 The SM Store Justice League 正义联盟
Best Licensee of the Year 年度最佳被授权商 Hot Toys Limited Captain America 美国队长2 :冬日战士
Best Licensing Agency of the Year 年度最佳授权代理商 Pacific Licensing Studio Pte Ltd Batman 75th Anniversary 蝙蝠侠75周年
Best Entertainment License of the Year 年度最佳娱乐授权项目 Batman 75th Anniversary 蝙蝠侠75周年 Warner Bros. (F.E.) Inc. 华纳兄弟（远东）有限公司
Best Licensed Promotion of the Year 年度最佳授权推广项目 European Football Clubs 欧洲足球俱乐部中国建设银行信用卡项目 PPW Sports & Entertainment (Hong Kong) Limited 香港山成集团有限公司
Winners of LIMA Asian Licensing Awards 2013 2013年度获奖名单 Best Asian Property of the Year 年度最佳亚洲授权项目 GG Bond 猪猪侠 Winsing Company Limited 广东咏声文化传播有限公司
Best Licensing Agency of the Year 年度最佳授权代理商 PPW Sports & Entertainment (Hong Kong) Limited 香港山成集团有限公司 Angry Birds 愤怒的小鸟 Best Entertainment License of the Year 年度最佳娱乐授权项目 Iron Man 3 钢铁侠3 The Walt Disney Company Limited 华特迪士尼有限公司
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Best Licensed Promotion of the Year 年度最佳授权推广项目 100 Doraemon Secret Gadgets Expo 100哆啦A梦秘密道具博览 At China Xintiandi 中国上海新天地 Best Licensee of the Year 年度最佳被授权商 Shanghai Romma Apparel Ltd., Co 上海若玛服饰有限公司 Paul Frank 大嘴猴
BestCorporateBrand&LifestyleProgramoftheYear 年度最佳企业及时尚品牌授权项目 Paul Frank 大嘴猴 Saban Brands LLC.
LIMA ASIAN LICENSING AWARDS 2018
Where is LIMA? LIMA全球办事处分布 Headquarters 总部 1
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Global Offices | 海外办事处
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LIMA Australia澳大利亚 Tony Bugg tbugg@licensing.org
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LIMA Japan日本 Kaori Taniguchi kaori.taniguchi@licensing.or.jp
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LIMA ASIAN LICENSING AWARDS 2018
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LIMA 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 AECOM www.aecom.com
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.ail.com.hk Art Crossover Limited daniel.chan@artxover.com
Artduoduo E-trade of Intellectual Property 浙江阿特多多知识产权交易中心有限公司 www.artduoduo.com Artmosphere (Beijing) Co., Ltd. 艺识流（北京）科技有限公司 www.artmosphere.art ArtSky 空艺术 www.artsky.com
Art-Zoo Private Limited www.artzooworld.com
Beijing Dream Castle Culture Co., Ltd. 北京梦之城文化股份有限公司 www.a-li.com.cn
Beijing Song Yang Arts Culture Development Co., Ltd. 北京宋洋美术文化发展有限公司 songyangart798@qq.com 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 Beijing Xiron Books Co., Ltd. 北京磨铁图书有限公司 www.motie.com
Beijing Yyou Technology Development Co., Ltd. 北京云点联动科技发展有限公司 www.gameoao.com BLMP-Blockchain Licensing Market Place www.blmp.network Block 12 Culture 上海十二栋文化传播有限公司 www.12dong.cn
Bossini Enterprises Limited 堡狮龙企业有限公司 bossini.tmall.com Brands United Limited 百汇集团国际有限公司 www.brandsunitedltd.com
Brandwork (Shanghai) Culture Communication Co., Ltd. 上海乐标文化传播有限公司 www.brandwork.com.cn Broad Teck Co., Ltd. 东莞市博泰文化创意有限公司 www.broadteck.cn Chang Yi Pictures 北京时代畅毅文化有限公司 www.cypicture.com
Chengdu Vovmakers Cultural Communication Co., Ltd. 成都娃屋文化传播有限责任公司 lihaolin@vovmakers.com
Beijing Familyout Culture Co., Ltd. 北京凡米粒文化有限公司 www.familyout.com
Chengdu Zhidu Intellectual Property Research Institute 成都知度知识产权研究院 2395464842@qq.com
Beijing iQIYI Science & Technology Co., Ltd. 北京爱奇艺科技有限公司 www.iqiyi.com
China Literature Limited 阅文集团 www.yuewen.com
Beijing Forun Art and Culture Development Co., Ltd. 北京浮云艺术文化发展有限公司 www.artally.com.cn
China Brands Group 红纺文化有限公司 www.chinabrandsgroup.com.cn
Beijing Leyouyinghua Film and Media Co., Ltd. 北京乐游映画影视传媒有限公司 dukun@5agame.cn
China Publishing Group Xindeco（Xia Men）Culture Media Co., Ltd. 中版信达（厦门）文化传媒有限公司 huangjingyu@cnpubg.com
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* As of 30 November 2018
China Toy & Juvenile Products Association 中国玩具和婴童用品协会 www.tjpa-china.org
Guangzhou Boyinda Brand Management Company Limited 广州波音达品牌管理有限公司 www.camsing.com
Dazzling Star Culture Development Co., Ltd. 北京璀璨星空文化发展有限公司 www.dazzlingstar.cn
Haier Cultural Industry Platform 青岛海尔文化产业发展有限公司 www.hibros.cn
CLICK! Licensing Asia, Inc. 香港可利可亚洲专利授权有限公司 www.clicklicensingasia.com.cn
Dou Weiwei 窦伟伟 www.wellknownmarks.com
DreamEast Pictures 梦东方电影有限公司 www.dreameastpictures.com
Ella Cheong & Alan Chiu, Solicitors & Notaries 张淑姬赵之威律师行 www.ellalan.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
Guangzhou Xienen Cultural Diffusion Co., Ltd. 广州市喜恩恩文化传播有限责任公司 www.xienen.com
Hangzhou Happy Reunion Animation Co., Ltd. 杭州欢聚动漫有限公司 brand@socogame.com Hangzhou Hongbo Co., Ltd. 杭州弘帛品牌管理有限公司 www.hongbobrand.com
Hangzhou MagicMall Animation Production Co., Ltd. 杭州漫奇妙动漫制作有限公司 www.magicmall.com.cn Happywhy Brands Pte Ltd www.happwhybrands.com Hasbro China 孩之宝 www.hasbro.com
Enzo e Partners Limited 安素香港有限公司 www.eep.hk
Hengxin Shambala Kids (Guangzhou) Cultural Industry Development Co., Ltd. 恒信东方儿童（广州）文化产业发展有限公司 www.huawen-group.com
Fengzhi Entertainment Co., Ltd. 南宁峰值文化传播有限公司 www.fzentertainment.com
Huabiao Industrial (Shenzhen) Co., Ltd 华标实业（深圳）有限公司 www.huabiaoholdings.com
Fantawild Animation Inc. 华强方特（深圳）动漫有限公司 www.hqftdm.com
FIPO China (Shanghai) Brand Operation Co., Ltd. 上海菲浦品牌管理有限公司 rick@fipochina.com
Fujian Andun Intellectual Property Service Co., Ltd. 福建省安盾知识产权运营管理有限公司 www.andunip.com
Fujian International Exhibition & Commerce Co., Ltd. 福建世博展览商务有限公司 www.fujianexpo.com FUN Union Limited 放优有限公司 www.fununion.net
Gainmax Toys Limited 溢明玩具有限公司 www.gainmaxtoys.com
Guangdong Nuopin Law Firm 广东诺品律师事务所 www.npcentury.com
Guangdong Winsing Company Limited 广东咏声动漫股份有限公司 www.winsing.net
Guangzhou Art-land Holding Company Limited 广州艺洲人品牌管理股份有限公司 www.yzav.net
* 资料截止至2018年11月30日
Hong Kong Trade Development Council 香港贸易发展局 www.hktdc.com
Huayi Brothers Media Corp. 华谊兄弟（天津）品牌管理有限公司 www.huayimedia.com
ICHARM INTERNATIONAL CO., LTD 宸心宸意国际有限公司 www.amame.com.tw Infocn Consulting 鉴智经纬 Richard.wu@infocn.com.cn
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. Co., Ltd. 上海墨色文化创意有限公司 www.jimmyspa.com
Jingtian & Gongcheng 北京市竞天公诚律师事务所上海分所 www.jingtian.com
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LIMA 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 Jintan Limited 广东金添动漫股份有限公司 www.jtdm.com.cn
JY Animation Inc. 北京杰外动漫文化股份有限公司 www.jya.cn Keystone Culture Co., Ltd. 竣腾文化产业（北京）有限公司 zhongwei@vwebstar.com KP Brand Consultancy kpayfer@gmail.com
Leda Food (Dongguan) Co., Ltd. 乐达食品（东莞）有限公司 fang.liu@ledafood.com
Pacific Licensing Studio Pte Ltd. www.pacificlicensing.com Pearl Studio 东方梦工厂 www.pearlstudio.com
Perfect World Animation Technology Co., Ltd. 完美鲲鹏（北京）动漫科技有限公司 animation.wanmei.com Perfect World Co., Ltd. 完美世界股份有限公司 www.wanmei.com
PinkTank LLP pinky.david@pinktank.asia
Left Pocket Studio Co., Ltd. 上海左袋文化传播有限公司 www.leftpocketsudio.com
PPW Sports & Entertainment Limited 山成集团有限公司 www.ppwgroup.com
Long Wise Inc. Limited 朗智（品牌）有限公司 www.longwiseinc.com
Qiloo International Limited 泉州奇鹭物联网科技有限公司 www.qiloo.com
Leo Creative (Shanghai) Trading Company Ltd. 奥艺（上海）贸易有限公司 www.leo-creative.com
Pump Push Creative Co., Ltd. 北京神奇飞书文化创意有限责任公司 www.flyingbookpress.com
Mattel East Asia Limited play.mattel.com
Rainbow JiaYang Animation Co., Ltd. 彩虹佳扬（厦门）动漫有限公司 www.rainbowlulu.com
Medialink Animation International Limited 羚邦动画（国际）有限公司 www.medialink.com.hk Mtime.com Inc. 北京影时光电子商务有限公司 www.mtime.com
MUSE ANIMATION (SHANGHAI ) CO., LTD 木棉花(上海)动漫有限公司 www.e-muse.com.cn/Default.aspx
Nanjing Sajiaodexingxing Trading Co., Ltd. 南京撒蕉的猩猩贸易有限公司 daisy@zsxls.com
National Base for International Cultural Trade (Shanghai) 国家对外文化贸易基地（上海） www.culturetrade.com.cn National Palace Museum 国立故宫博物院 www.npm.gov.tw
New Taipei City Computer Association 新北市电脑商业同业公会 www.ntca.org.tw/WebMaster One Animation Pte Ltd. www.oneanimation.com
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Rayway Brand Mangement Co., Ltd. 润道品牌管理有限公司 rayway.com.cn
Reach Dream (Shanghai) Culture Development Co., Ltd. 梦芽（上海）文化发展有限公司 lili.huang@reach-dream.com Redpea 广州红小豆动画有限公司 densen@redpea.net Rikki Mobile Limited www.rikkimobile.com
Rovio (Shanghai) Commerce & Trading Co., Ltd. 罗威欧（上海）商贸有限公司 www.rovio.com Savfor Inc. 上海银略商务咨询有限公司 www.savfor.com
Seoul Merchandising Co., Ltd. www.smckorea.com Sessom Asia Pte Ltd. www.sessomasia.com
LIMA ASIAN LICENSING AWARDS 2018
* As of 30 November 2018
Shanghai Animation and Cartoon Association 上海动漫行业协会 13917101726@vip.163.com Shanghai Character License Administrative Co., Ltd. 上海新创华文化发展有限公司 www.scla.com.cn Shanghai Hong Shan Co., Ltd. 鸿杉（上海）电子商务有限公司 www.redridgeglobal.com Shanghai MasterExpo Exhibition Co., Ltd. 上海迈世展览展示服务有限公司 www.masterexpo.cn Shanghai Putao Animation Studio 上海葡乐文化传播有限公司 www.putao.com Shanghai Skynet Management Corp., Ltd. 上海天络行品牌管理股份有限公司 www.skynetasia.com Shanghai Suntree Cultural Creativity Co., Ltd. 上海盛企文化创意有限公司 www.isuntree.com Shanghai Times Cartoon Institute 上海时代卡通研究院 www.timeschina.org Shanghai Urera Brand Management Co., Ltd. 上海幽绒品牌管理有限公司 122129515@qq.com Shanghai Wevolution Information Technology Co., Ltd. 上海我们信息科技有限公司 www.wevolution.cn Shuoya Trading Co., Ltd. 广州铄雅贸易有限公司 www.shuojin.com Sistem Televisyen Malaysia Berhad diyana@mediaprima.com.my Song Lei 宋磊 79311847@qq.com Taiwan External Trade Development Council 中华民国对外贸易发展协会 www.taiwantrade.com.tw Tencent 腾讯科技（深圳）有限公司 tiel@tencent.com The Pipilu Company (Beijing) Limited 北京皮皮鲁总动员文化科技有限公司 www.pipilu.com 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 UBISOFT 育碧 www.ubisoft.com.cn udnFunlife Co., Ltd. 联合数位文创股份有限公司 www.udnfunlife.com UII BRAND MANAGEMENT (BEIJING) CO., LTD. 优意国际品牌管理（北京）有限公司 ting.wang@uiibrand.com UYoung Culture & Media Co., Ltd. 优扬文化传媒股份有限公司 www.uyoung.com.cn Vanion Investment Group Co., Ltd. 北京万年基业建设投资有限公司 www.wannian.com.cn Vipo Global Limited 伟华全球有限公司 www.vipoglobal.com ViZ International www.viz.com.my Wanda Pictures Media Co., Ltd. 万达影视传媒有限公司 www.wandapictures.cn WeKids Asia Limited 万童亚洲有限公司 www.wekids.com Xian Momo Information Technology Co., Ltd. 西安摩摩信息技术有限公司 www.baozoumanhua.com Yi Animation Inc. 广州易动文化传播有限公司 www.yianimation.cn Yijianyuzhou (Beijing) Culture Co., Ltd. 一间宇宙（北京）文化有限公司 whbd@wuhuangwanshui.com Zhao Lin 赵琳 www.beijingeastip.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 Zhong Chuang Entertainment (Shenzhen) Culture Communication 中创文娱（深圳）文化传播有限公司 sl@tronchina.com
Tianjin Zhiang Culture Communication Co., Ltd. 天津志昂文化传播有限公司 zhangzhi@zzn365.com
* 资料截止至2018年11月30日
LIMA ASIAN LICENSING AWARDS 2018
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