Licensing Expo China 2018: la Cina si conferma un mercato in crescita

La seconda edizione di Licensing Expo China, organizzata da UBM e sponsorizzata da LIMA (International Licensing Industry Merchandisers’ Association), si svolgerà dal 25 al 27 luglio a Shangai

di: Maura Rastelli

Come emerso dalla LIMA Global Licensing Industry Survey 2018, la Cina è uno dei mercati dell’industria del licensing in più rapida crescita al mondo. Sempre più forte infatti è la richiesta di prodotti brandizzati da parte dei consumatori, il cui reddito disponibile continua ad aumentare. Le categorie licensing ad oggi più attive sono il Fashion – con la netta predominanza dei brand USA ed europei – l’Entertainment, le categorie TV e film, Celebrity e Art and Museum.

Importanti novità caratterizzeranno la seconda edizione di Licensing Expo China: due nuove aree espositive saranno interamente dedicate a due categorie merceologiche in particolare sviluppo, Entertainment e Game. La fiera inaugurerà infatti la Film, Television and Entertainment Zone e la Gaming Zone. Approderà anche a Licensing Expo China il servizio Matchmaking, offerto da UBM per consentire la pianificazione degli incontri tra gli espositori e i visitatori. In occasione della fiera si svolgerà la China Licensing Conference, un programma di seminari sul settore licensing; la cerimonia dei China Licensing Awards, organizzata in collaborazione con LIMA China, quest’anno si svolgerà all’interno della fiera il prossimo 25 luglio.

Anche quest’anno l’evento si terrà in contemporanea con il Children Baby Maternity Expo (CBME), la più importante fiera globale per il settore child, baby e maternity.

StevenEkstract_Headshot

Alla vigilia dell’evento, Licensing Italia ufficio di rappresentanza LIMA in Italia, ha intervistato Steven Ekstract, Brand Director, Global Licensing Group, UBM.

L.I. UBM, con la partnership di LIMA, ha organizzato Licensing Expo China quest’anno per la seconda volta dopo il successo dell’anno scorso: può spiegarci quali sono le più importanti caratteristiche di questa fiera?

S.E. We lauched Licensing Expo China last year and co-located it with Children Baby Maternity Expo (CBME), the largest global baby and juvenile tradeshow event. Our number one reason for launching Licensing Expo China came as a result of listening to our customers. China is the fastest growing market in the world for licensed merchandise. Our customers asked us to create a world class event that they could be proud of and provide a marketplace for all of the Chinese licensing industry to come together and do business. What the Global Licensing Group brings to Licensing Expo China is our 38 years of expertise producing the number one licensing trade show in the world, Licensing Expo, and our 20 years of producing the leading information product, License Global Magazine, as well as our 20 years of producing Brand Licensing Europe. Our knowledge and expertise in the licensing business enables us to understand our customers needs and deliver on those needs. For example, our state of the art Matchmaking Service that we use at Licensing Expo is now available at Licensing Expo China, taking the guess work out of setting up meetings and showing exhibitors and attendees immediate ROI. In addition, Global Licensing Group’s in-house magazine, License Global, is an instrumental part in Licensing Expo China – reporting on the current state of the China market, in addition to providing global exposure to Chinese and international brands. We now publish a Mandarin edition of License Global specifically for distribution to our Licensing Expo China attendees.

L.I. Quali sono le principali novità di LEC 2018?

S.E. This year, the fair will cater to two trending licensing categories by offering specialized zones on the show floor: The Film, Television and Entertainment Zone and The Gaming Zone. In addition to the new zones on the show floor, Licensing Expo China has debuted its Matchmaking Service, which helps connect licensees and licensors to pre-book meetings with one another to meet at the show. Other additions include the China Licensing Conference, which is a program of licensing seminars that will discuss industry trends, and provide insights on how to grow a licensing businesses throughout the three day show. Last but not least, the second annual China Licensing Awards, co-organized with LIMA China, will take place on the show floor this year on July 25.

L.I. Quali sono I principali obiettivi di LEC quest’anno? 

S.E. To continue to connect, support and grow the licensing market in China.

L.I. Può spiegarci quali sono le più importanti caratteristiche dell’industria del licensing in Cina e quali sono oggi le categorie più attive?

S.E. China is the fastest growing market in the world for licensed consumer products. As household disposable income continues to rise in China, consumers have become very focused on brands. Fashion brands from The U.S. and Europe are sought after and on the entertainment side, licensing from TV and film and characters is particularly strong as well. At this year’s Expo, we see a strong interest from our attendees in Video Game licenses and there is strong demand by manufacturers to learn more about e-Sports licensing opportunities. This is why we have invited experts from both the Film Licensing business and the Video Game Business to speak at Licensing Expo China. Another area that remains strong for licensing in China is Cultural Licensing, such as Art and Museum licensing. We are fortunate to have a Senior Advisor from the French Ministry of Culture on one of our panels this year at Licensing Expo China, who will present on Museum Licensing opportunities with specific case studies from some of the top museums in the world.

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