Licensing: A Strategic Path From Hong Kong Into Asia
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"Hong Kong has long served as a centre for the
design, manufacture and marketing of Barbie dolls, fashion
and accessories, thereby creating an established support
network for the licensing team. In addition, Hong Kong's
proximity to North Asian markets offers a significant
growth opportunity," Gurd says.
Hong Kong traders understand mainland culture and speak
Cantonese and often Putonghua, the necessary languages.
Yet another angle has Hong Kong companies developing
their own properties for licensing. This is a budding
industry, notably in the entertainment sector. For example,
licensing opportunities in toys and apparel surround
movie star Jackie Chan.
Licensors keen to guard intellectual property (IP) appreciate
Hong Kong laws strengthened to address challenges posed
by the Internet. In fact, Hong Kong has an enviable
reputation for detecting and exposing "counterfeit"operations,
an added deterrence for IP violators.
The mainland's accession to the World Trade Organization
should boost licensing activity while posing new challenges.
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"Distribution channels on the Chinese mainland
are not fully liberalized. IP protection has far to
go. Import and
export tariffs must decline, and the general business
environment needs improvement. To an extent, such
factors apply in Southeast Asia too. We will face
these challenges and overcome them. If any place can
succeed in doing this, it is Hong Kong," Wong
says.
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Licensing players say Hong Kong is already a de facto
regional centre. "There are no really serious competitors,
because so much licensing activity emerges from Hong
Kong. With the Chinese mainland emerging, the inital
focus will be on Hong Kong. However, it is important
for us to capitalize on our advantages," says Dave
Sharat, from Animation Int' Ltd, a licensing agent representing
Japanese studios.
One significant step was the Hong Kong Licensing Show
and Conference held on April 24-25 concurrently with
the Hong Kong Gifts & Premium Fair. The show, Hong
Kong's first such event, offered a one-stop venue for
licensing co-operation.
Twenty exhibitors representing properties and trademarks
from the US, Japan, South Korea and Hong Kong attracted
more than 7,000 visitors. Garments, stationery, gifts
and premiums were displayed, along with more than 100
licensed characters and trademarks, including those
from The Lord of the Rings, Jackie Chan Adventure, Warner
Bros. movies, The Simpsons and Doraemon. There were
properties from Cambridge and Oxford universities and
the University of California in Los Angeles (UCLA),
plus ubiquitous brands like Pepsi and Hallmark. |
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| Licensors
and licensees discuss business in a sea of friendly
shapes and faces; some are household names, while
others are still under development. |
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