2021
0
China IP and Licensed Merchandise Market Report 2021
2022-03-29T11:18:20+01:00
OX1047247
3695
149920
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Report
en_GB
“With growing confidence and interest in Chinese culture among consumers, Chinese IPs have witnessed decent development by riding the guochao trend. What’s more, mystery boxes, an innovative marketing and sales…

China IP and Licensed Merchandise Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“With growing confidence and interest in Chinese culture among consumers, Chinese IPs have witnessed decent development by riding the guochao trend. What’s more, mystery boxes, an innovative marketing and sales approach, have opened up a new avenue for IP commercialisation. It is essential that IP creators and operators, both international and local, recognise and understand the changing interests and attitudes of consumers towards IPs and offer products and experiences that can truly resonate and connect with them.”

– Janie Lai, Research Analyst

This report will look at the following areas:

  • Consumers’ participation in IP-related activities across Western, Chinese, Japanese and Korean IPs in the past six months
  • Most purchased IP authorised products in the form of mystery boxes among consumers
  • Reasons for purchasing IP authorised products in mystery boxes
  • Consumers’ perception of guochao
  • Information channels about guochao
  • Consumers’ attitudes towards IP-licensed products

Table of Contents

  1. Overview

    • What you need to know
      • Covered in this report
        • Definitions
        • Executive Summary

            • The market
              • The market has recovered and is expected to grow
                • Figure 1: Retail sales of IP and licensed merchandise market, 2016-26 (fore)
              • New characters and experiences stimulate consumers’ purchase of IP products
                • Rising popularity of Chinese culture enriches IP market
                  • Improved regulatory protection of IP rights is expected to encourage local IP creation
                    • Companies and brands
                      • Pop Mart
                        • Disney
                          • Sanrio
                            • China Literature Group
                              • The consumer
                                • Consumers’ interest in Chinese IP on par with Western IP
                                  • Figure 2: Participation in IP-related activities in the last six months, 2021
                                • Toys are the most popular IP products in mystery boxes
                                  • Figure 3: IP authorised mystery box products purchased in the last six months, 2021
                                • Uniqueness and surprise drive interest in IP authorised mystery box purchase
                                  • Figure 4: Reasons for buying IP authorised mystery box, 2021
                                • Perception of guochao reflects Chinese consumers’ pride in their native culture
                                  • Figure 5: Perception of guochao, 2021
                                • Consumers prefer online channels to learn about guochao
                                  • Figure 6: Source of information about guochao, 2021
                                • Guochao and mystery boxes could drive more purchase of IP authorised products
                                  • Figure 7: Attitudes towards IP-licensed products, 2021
                                • What we think
                                • Market Size and Forecast

                                  • The market has recovered and is expected to grow
                                    • Figure 8: Retail sales of IP and Licensed Merchandise, 2016-26 (fore)
                                • Market Factors

                                  • Recovered financial confidence helps drive cultural consumption
                                    • Figure 9: Confidence in improving financial status in the next three months, China, 2020-21
                                  • New characters and experiences stimulate consumers’ purchase of IP products
                                    • Rising popularity of Chinese culture enriches IP market
                                      • Improved regulatory protection of IP rights is expected to encourage local IP creation
                                      • Key Players Performance

                                        • Pop Mart
                                          • Figure 10: Pop Mart private IP and exclusive IP (left) vs Pop Mart Mega series (right), 2021
                                        • Disney
                                          • Figure 11: Disney+, 2021
                                        • Sanrio
                                          • Figure 12: All characters as of now from Sanrio, 2021
                                        • China Literature Group
                                          • Figure 13: Examples of TV drama and movie adapted from online literature works of China Literature Group, 2021
                                      • Who’s Innovating?

                                        • New IP characters without a story can be immensely popular
                                          • Figure 14: Disney’s new character LinaBell in the parade, 2021
                                        • Digitalised cultural heritage IPs can be a new way of commercialisation
                                          • Figure 15: Dunhuang’s Mini Program on WeChat, 2021
                                        • Archaeological mystery boxes can be a fun way to learn about history
                                          • Figure 16: Archaeological mystery box by Henan Museum, 2021
                                      • Participation in IP-related Activities

                                        • Consumers’ interest in Chinese IP on par with Western IP
                                          • Figure 17: Participation in IP-related activities in the last six months, 2021
                                        • Post-80s/90s are key targets of IP marketing
                                          • Figure 18: Participated in IP-related online and offline activities in the last six months, by generation, 2021
                                        • Opportunities lie in tier two and lower tier cities
                                          • Figure 19: Participation in IP-related activities in the last six months, by city tier, 2021
                                      • Purchase of IP Authorised Products in Mystery Boxes

                                        • Toys are the most popular IP products in mystery boxes
                                          • Figure 20: IP Authorised mystery box products purchased in the last six months, 2021
                                      • Reasons for Buying Mystery Boxes

                                        • Uniqueness and surprise drive interest in IP authorised mystery box purchase
                                          • Figure 21: Reasons for buying IP authorised mystery box, 2021
                                        • Gen Zers are keen to purchase for their collections
                                          • Figure 22: Reasons for buying IP authorised mystery box, by generation, 2021
                                      • Perception of Guochao Trend

                                        • Perception of guochao reflects Chinese consumers’ pride in their native culture
                                          • Figure 23: Perception of guochao, 2021
                                        • Consumers from different regions perceive guochao differently
                                          • Figure 24: Selected perception of guochao, by region, 2021
                                      • Source of Information about Guochao

                                        • Consumers prefer online channels to learn about guochao
                                          • Figure 25: Source of information about guochao, 2021
                                          • Figure 26: TURF analysis of information channels of guochao, 2021
                                        • Channels offering both information and shopping options appeal to high earners
                                          • Figure 27: Selected source of information about guochao, by personal monthly income, 2021
                                      • Attitudes Towards IP-licensed Products

                                        • Guochao could be an effective catalyst for consumption of Chinese IP
                                          • Figure 28: Selected attitudes towards IP-licensed products, 2021
                                        • Mystery boxes enhance the attraction of IP authorised products
                                          • Figure 29: Selected attitudes towards IP licensed products, 2021
                                      • Appendix – Market Size and Forecast

                                          • Figure 30: Retail sales of IP and Licensed Merchandise, 2020-2026 Fore
                                      • Appendix – Methodology and Abbreviations

                                        • Methodology
                                          • Fan chart forecast
                                            • Figure 31: Retail sales of IP and Licensed Merchandise, 20-2026 Fore
                                          • Abbreviations

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