2020
0
China IP and Licenced Merchandise Market Report 2020
2021-01-29T03:01:51+00:00
OX990774
3695
133303
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Report
en_GB
"With the continuous improvement of consumers’ personal identity, the concept of IP has become broader and has become an important image element that highlights personal characteristics in the society. Licensed…

China IP and Licenced Merchandise Market Report 2020

£ 3,695 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the China IP and Licensed Merchandise market, including the behaviours, preferences and habits of the consumer.

The Intellectual Property market in China was heavily affected during the pandemic, with closure of many businesses limiting the amount of IP licenses and licensed products. The heavy restrictions on film and TV productions, and the shuttering of theme parks for the majority of the year saw companies lose IP revenue throughout 2020.

The cross-border marketing of brands and IP working cooperatively has proved successful in recent years, utilising distinctive characters and imagery to attract consumer attention. Food, beverages, clothing, toys, and other products have all utilised IP as part of their marketing.

Foreign IPs still have strong appeal to Chinese consumers, but local and national Chinese IPs are also expanding. Furthering the diversity of recognisable IPs can help to expand into underrepresented categories, helping minority cultures penetrate the mainstream.

Read on to discover more details or take a look at all of our Retail Market Research.

Quickly understand

  • IP has a very comprehensive definition nowadays. In this Report, IP indicates all images and characters that may arouse consumers’ empathy, not just limited to movies, animation or cartoon but also famous persons, TV dramas or art and literature.
  • IP licensed merchandise stands for the goods licenced by IP owners and being packaged or designed with obvious IP images and concepts.
  • In this Report, Mintel discovers the perception of the IP concept. IP licensed merchandise is examined to see the opportunity in purchasing channels, trigger and attitudes.

Covered in this Report

IPs: Disney, Marvel, One Piece, Coca-Cola, Forbidden City, Transformers, Doraemon, Honor of Kings, League of Legends, Naruto, China Literature, Pop Mart, Alpha Group, Slam Dunk, Dragon Ball, Hey Tea, Gundam, Game of Thrones, Super Mario, Nirvana In Fire, Running Man, Where Are We Going, Dad?, Supreme, Three Body, NBA, F1, Tsinghua University, NASA, Steve Jobs, Confucius.

Brands: British Museum, Metropolital Museum of Art, Louvre Museum, Xiaomi, Meitu, Huaxizi, MAC, Dove, Midea, ASUS.

Expert analysis from a specialist in the field

Written by Samuel Yi, a leading analyst in the Leisure sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

With the continuous improvement of consumers’ personal identity, the concept of IP has become broader and has become an important image element that highlights personal characteristics in the society. Licensed products related to IP have correspondingly ushered in broader market opportunities. Local IP in china is also constantly emerging, which in the process of satisfying consumers to follow the local culture, it also poses more challenges to the operation of domestic IP.

Samuel Yi
Category Director

Table of Contents

  1. Overview

    • What you need to know
    • Covered in this Report
  2. Executive Summary

    • The market
    • Impact of COVID-19 on IP and licensed merchandise
      • Figure 1: Short, medium and long-term impact of COVID-19 on IP and licensed merchandise, September 2020
    • Steady growing domestic IP and licensed merchandise
      • Figure 2: Retail sales of IP and licensed merchandise, 2013-20 fore
    • Rising needs in self-identity through IP
    • IP concept gets more comprehensive
    • Companies and brands
    • Top IP owner faces challenge
    • Local IP urgently needs mature operation
    • Accelerating cultural and creative IP commercialisation
    • Highlight the minority culture
      • Figure 3: Huaxizi colour cosmetics with Miao silver crafting, October 2020
    • The consumer
    • Vivid characters deeply root the IP image
      • Figure 4: IP perception, September 2020
    • Willingness to pay for IP licensed products still needs to be cultivated
      • Figure 5: Favourite IP for licensed products, September 2020
    • Wide collaboration in IP licensed products
      • Figure 6: Purchased IP and licensed products, September 2020
    • Multi-channel strategy is prevailing
      • Figure 7: Channels of purchased IP licensed products or services, September 2020
    • IP images and story are the king
      • Figure 8: Factors for purchasing IP and licensed products, September 2020
    • Chasing IP is not blind obedience, but love
      • Figure 9: Attitudes towards IP and licensed product, September 2020
    • What we think
  3. Issues and Insights

    • Immersive experience with IP
    • The facts
    • The implications
    • Strengthen IP commercialisation with local cultural
    • The facts
    • The implications
    • Fun for adults for socialising with IP
    • The facts
    • The implications
  4. The Market – What You Need to Know

    • Steady growing IP and licensed merchandise market
    • Rising needs in self-identity through IP
    • IP concept get more comprehensive
  5. Market Size

    • Growing domestic IP and licensed merchandise
      • Figure 10: Retail sales of IP and licensed merchandise, 2013-20 fore
  6. Market Factors

    • Steady consumer spending power recovery
      • Figure 11: National per capita disposable income, Q3 2018- Q3 2020
    • Rising needs in self-identity through IP
    • COVID-19 impact on IP merchandise via new films published
    • Prevailing cultural and creative IP
      • Figure 12: China museum count and visitor numbers, 2013-19
    • Local IP images get more comprehensive
  7. Key Players – What You Need to Know

    • Top IP owner faces challenge
    • Local IP urgently needs mature operation
    • Accelerating cultural and creative IP commercialisation
    • Highlight the minority culture
  8. Key Players Performance

    • Disney
    • China Literature
    • Pop Mart
    • Alpha Group
  9. Competitive Strategies

    • Deeply cultivate cultural and creative IP
    • Accelerate the IP commercialisation
    • IP gamification
    • Two-dimensional culture and nostalgia jointly drive popularity
  10. Who’s Innovating?

    • Highlight the minority culture
      • Figure 13: Huaxizi colour cosmetics with Miao silver crafting, October 2020
    • Beauty with esports
      • Figure 14: MAC Honor of Kings limited lipstick, May 2020
    • Midea electric appliance with Micky Mouse
      • Figure 15: Midea mounted mini washing machine with Disney IP license, January 2020
    • Use milk tea to take a bath
      • Figure 16: Dove shower gel cross-branding with Hey Tea, May 2020
    • Machinery is a romance for males
      • Figure 17: ASUS x Gundam joint computer DIY products, November 2020
  11. The Consumer – What You Need to Know

    • IP image and story both matters
    • Popularity of IP and licensed products
    • Target loyal fans for IP
  12. IP Perception

    • Vivid characters deeply root the IP image
      • Figure 18: IP perception, September 2020
    • Post-90s perceive more IP concept
      • Figure 19: IP perception, by generation, September 2020
    • Females favour comprehensive IP content
      • Figure 20: IP perception, by gender, September 2020
    • Potential in marketing lower-tier consumers with IP
      • Figure 21: IP perception, by city tier, September 2020
  13. Favourite IP for Licensed Products

    • Willingness to pay for IP licensed products still needs to be cultivated
      • Figure 22: Favourite IP for licensed products, September 2020
      • Figure 23: Word cloud of favourite IP for licensed products, September 2020
  14. Purchase Behaviours of IP Licensed Products

    • Wide collaboration in IP licensed products
      • Figure 24: Purchased IP and licensed products, September 2020
    • Experiential IP consumption is promising
      • Figure 25: Selected purchased IP and licensed products, by generation and monthly personal income and family structure, September 2020
    • Females are the majority in consuming IP
      • Figure 26: Selected purchased IP and licensed products, by genders, September 2020
    • Focusing on young people’s identity needs
      • Figure 27: Purchased IP and licensed products, by age, September 2020
  15. Purchasing Channel of IP Products

    • Multi-channel strategy prevails
      • Figure 28: Channels of purchased IP licensed products or services, September 2020
    • Young people prefer experiential and novel purchase channels
      • Figure 29: Selected channels of purchased IP licensed products or services, by generation, September 2020
    • Females likely buy more in physical stores
      • Figure 30: Channels of purchased IP licensed products or services, by gender, September 2020
  16. Purchasing Trigger of IP Products

    • IP images and story are king
      • Figure 31: Factors for purchasing IP and licensed products, September 2020
    • Buy and collect
      • Figure 32: Purchasing IP and licensed products for well-known IP and limited edition, by gender and age, September 2020
    • Multiple channel strategy is important
      • Figure 33: Repertoire analysis of channel by purchase trigger, September
  17. Attitudes towards IP and Licensed Product

    • Chasing IP is not blind obedience, but love
      • Figure 34: Attitudes towards IP and licensed product, September 2020
    • Unique IP licensed product is attractive
      • Figure 35: Attitudes towards IP and licensed product, September 2020
    • Impress young people with the core of IP
      • Figure 36: Attitudes towards IP and licensed product by % of agreeing, by generation, September 2020
    • Potential in prompting premium IP licensed products
      • Figure 37: Attitudes towards IP and licensed product by % of agreeing, by monthly household income, September 2020
    • IP licensed products need more consumption scenarios
      • Figure 38: Attitudes on IP is too commercial, by perception of IP types, September 2020
  18. Meet the Mintropolitans

    • IP needs to resonate with more consumers
      • Figure 39: IP perception, by consumer classification, September 2020
    • Big potential in consuming IP licensed merchandise
      • Figure 40: Attitudes towards IP and licensed product, by consumer classification, September 2020
  19. Appendix – Methodology and Abbreviations

    • Methodology
    • Abbreviations

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

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Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

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