Licensing Italia Q&A LICENSING EXPO CHINA 2019

On July, 24th-26th, Licensing Expo China 2019 (LEC 2019) will take place at NECC in Shanghai, China. It is organized by the Global Licensing Group, the world’s leading trade organization for the global licensing industry, in cooperation with Licensing International (formally known as LIMA).

Celia GuLicensing Italia, Licensing International Representative in Italy, interviewed Celia Gu, GM of Licensing Expo China, Global Licensing Group

L.I. Which are the most important novelties of 2019 Licensing Expo China?
Celia Gu: This year, 2019 China Licensing Conference will be fully upgraded. It will be held on July 23, the day before the LEC and in Room D, Hall 4.2 in NECC. A number of global licensing tycoons and corporate representatives including Maura Regan President of Licensing International, Daniel Siegel Head of Licensing for e-Sports juggernaut Overwatch League at Blizzard Entertianment, Executives from the Wanda Group,  etc. will be present and share the experience of licensing cases through the round-table forums and lectures to explore new models of the licensing industry developments with the audience. For more information, please visit: 
Secondly, LEC launched the IP+X program this year. The licensing industry in China is in elementary phase which is currently getting known by other industries. In order to infiltrate IP licensing into more industry fields and expand cooperation effectively, LEC is planning the IP+X together with our new parent company, Informa Markets. Our Informa Markets include industry leading events for Food and Beverage, Homewares, Fashion and Apparel, Jewelry, Hotels and Entertainment, Child, Baby and Maternity, Entertainment and so many more to promote the cooperation of IP licensors and licensees.
L.I. Which are the main goals this year?
C.G.: LEC 2019 is expected to have 200+ exhibitors which will display more than 800 IP of different categories, including Warner Brothers, IMG, Peppa Pig, Discovery, Pantone, PAW Patrol, Doraemon, British Museum, Metropolitan Museum, Van Gogh Museum, NASCAR, Studio Canal and so on. For our audience, LEC 2019 is expected to have more than 60,000 professional buyers attend. Our main objective this year is to help exhibitors and visitors to match effectively. So we have built a professional business match making system to achieve this goal.
L.I. Could you explain what are the most important features of licensing industry in China?
C.G.: As mentioned above, the licensing industry is an emerging industry in China. Most importantly, it is the fastest growing licensing market in the world today and for the near future. As a result of how new licensing is in the China market, we are seeing so many, new ways of cooperation continually emerge in China. It is critical for any global brand that seeks to do business in China to understand the importance of partnerships with Chinese manufacturers and retailers, Licensing Expo China is where those conversations first begin.
L.I. Which categories are nowadays particularly active in the licensing industry in China?
C.G.: With the tremendous growth of consumer goods in China, all major categories of consumer products in China are working with IP in different ways, including clothing, food, homewares, toys, jewelry, health and beauty publishing, videogames and e Sports, film & TV and live events to name just a few. Other interesting areas we see experiencing great growth in China are the luxury and hospitality sectors. 
You have to imagine the greatest market in the world for licensing, which is currently the U.S. and then multiply that market by twice as much. The most critical thing for Brand Owners to remember is that the opportunity to get into China is now, before too many other Western brands take away market share.


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