Table of Contents
Executive Summary
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- The market
- Impact of COVID-19 on IP and licensed merchandise
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- 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
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- 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
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- Figure 3: Huaxizi colour cosmetics with Miao silver crafting, October 2020
- The consumer
- Vivid characters deeply root the IP image
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- Figure 4: IP perception, September 2020
- Willingness to pay for IP licensed products still needs to be cultivated
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- Figure 5: Favourite IP for licensed products, September 2020
- Wide collaboration in IP licensed products
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- Figure 6: Purchased IP and licensed products, September 2020
- Multi-channel strategy is prevailing
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- Figure 7: Channels of purchased IP licensed products or services, September 2020
- IP images and story are the king
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- Figure 8: Factors for purchasing IP and licensed products, September 2020
- Chasing IP is not blind obedience, but love
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- Figure 9: Attitudes towards IP and licensed product, September 2020
- What we think
Issues and Insights
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- 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
The Market – What You Need to Know
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- Steady growing IP and licensed merchandise market
- Rising needs in self-identity through IP
- IP concept get more comprehensive
Market Size
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- Growing domestic IP and licensed merchandise
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- Figure 10: Retail sales of IP and licensed merchandise, 2013-20 fore
Market Factors
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- Steady consumer spending power recovery
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- 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
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- Figure 12: China museum count and visitor numbers, 2013-19
- Local IP images get more comprehensive
Key Players – What You Need to Know
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- Top IP owner faces challenge
- Local IP urgently needs mature operation
- Accelerating cultural and creative IP commercialisation
- Highlight the minority culture
Key Players Performance
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- Disney
- China Literature
- Pop Mart
- Alpha Group
Competitive Strategies
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- Deeply cultivate cultural and creative IP
- Accelerate the IP commercialisation
- IP gamification
- Two-dimensional culture and nostalgia jointly drive popularity
Who’s Innovating?
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- Highlight the minority culture
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- Figure 13: Huaxizi colour cosmetics with Miao silver crafting, October 2020
- Beauty with esports
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- Figure 14: MAC Honor of Kings limited lipstick, May 2020
- Midea electric appliance with Micky Mouse
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- Figure 15: Midea mounted mini washing machine with Disney IP license, January 2020
- Use milk tea to take a bath
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- Figure 16: Dove shower gel cross-branding with Hey Tea, May 2020
- Machinery is a romance for males
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- Figure 17: ASUS x Gundam joint computer DIY products, November 2020
The Consumer – What You Need to Know
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- IP image and story both matters
- Popularity of IP and licensed products
- Target loyal fans for IP
IP Perception
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- Vivid characters deeply root the IP image
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- Figure 18: IP perception, September 2020
- Post-90s perceive more IP concept
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- Figure 19: IP perception, by generation, September 2020
- Females favour comprehensive IP content
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- Figure 20: IP perception, by gender, September 2020
- Potential in marketing lower-tier consumers with IP
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- Figure 21: IP perception, by city tier, September 2020
Favourite IP for Licensed Products
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- Willingness to pay for IP licensed products still needs to be cultivated
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- Figure 22: Favourite IP for licensed products, September 2020
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- Figure 23: Word cloud of favourite IP for licensed products, September 2020
Purchase Behaviours of IP Licensed Products
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- Wide collaboration in IP licensed products
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- Figure 24: Purchased IP and licensed products, September 2020
- Experiential IP consumption is promising
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- 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
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- Figure 26: Selected purchased IP and licensed products, by genders, September 2020
- Focusing on young people’s identity needs
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- Figure 27: Purchased IP and licensed products, by age, September 2020
Purchasing Channel of IP Products
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- Multi-channel strategy prevails
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- Figure 28: Channels of purchased IP licensed products or services, September 2020
- Young people prefer experiential and novel purchase channels
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- Figure 29: Selected channels of purchased IP licensed products or services, by generation, September 2020
- Females likely buy more in physical stores
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- Figure 30: Channels of purchased IP licensed products or services, by gender, September 2020
Purchasing Trigger of IP Products
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- IP images and story are king
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- Figure 31: Factors for purchasing IP and licensed products, September 2020
- Buy and collect
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- 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
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- Figure 33: Repertoire analysis of channel by purchase trigger, September
Attitudes towards IP and Licensed Product
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- Chasing IP is not blind obedience, but love
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- Figure 34: Attitudes towards IP and licensed product, September 2020
- Unique IP licensed product is attractive
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- Figure 35: Attitudes towards IP and licensed product, September 2020
- Impress young people with the core of IP
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- Figure 36: Attitudes towards IP and licensed product by % of agreeing, by generation, September 2020
- Potential in prompting premium IP licensed products
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- Figure 37: Attitudes towards IP and licensed product by % of agreeing, by monthly household income, September 2020
- IP licensed products need more consumption scenarios
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- Figure 38: Attitudes on IP is too commercial, by perception of IP types, September 2020
Meet the Mintropolitans
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- IP needs to resonate with more consumers
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- Figure 39: IP perception, by consumer classification, September 2020
- Big potential in consuming IP licensed merchandise
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- Figure 40: Attitudes towards IP and licensed product, by consumer classification, September 2020
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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