Hongkong Becomes An International Sports Brand To Enter The Golden Corridor Of The Mainland

The ninth Hongkong international licensing exhibition concluded in January 12th shows the latest developments in the industry: Hong Kong Has become a great number of sports brand Gold access to the mainland.

The ninth Hongkong international licensing exhibition, held at the Hongkong Convention and Exhibition Centre in 3 days in a row, attracted 140 exhibitors from 16 countries and regions. It showcases more than 500 authorized projects. Among them, the sports products licensing industry is rich in business opportunities, and by way of Hongkong entering the mainland, it has become the first choice for many sports brands.

Brazil, which will host the 2014 World Cup and the 2016 Olympic Games, will attach great importance to sports licensing opportunities in the mainland of China. A member of the board of directors of the Brazil Licensing Association revealed that in 2010 alone, more than 100 sports empowerment had been opened in Brazil. Exclusive shop The authorized sales of the ball will exceed US $1 billion.

Brazil sports authorized industry believes that in the mainland to find manufacturers, in Hongkong to find distributors, is the most ideal business model. Because the mainland can produce licensed products with cheap and fine quality, while Hongkong dealers have rich experience and developed channel advantages.

Europe has many super clubs, sports licensing industry is relatively mature. In Europe, a business representative who has rich experience in licensing the club believes that the Asian market, including the mainland of China, has a significant impact on the commercialization of the global sports industry brand. Take the Premier League as an example, nearly 58 million of the world's users watch the broadcast of the event, of which 40% come from Asia, and many Asian brands have invested in the Premier League.

However, this person also pointed out that many famous clubs attach great importance to their brand image. When choosing partners and negotiating business plans, they often have harsh conditions. Especially in financial arrangements, some require cooperative companies to provide bank guarantees, and some even require the right to audit company accounts.

Many authorized insiders pointed out that many international sports brands want to develop the mainland market, but they need to pay attention to the differences between the East and the west, the consumers' preferences are different, and the authorized products should be incorporated into the local design so as to cater for the market taste.

Yang Yun, managing director of a Shanghai company that has launched related products for the Beijing Olympic Games and the Shanghai World Expo, pointed out that among the many authorized souvenirs, the products signed by stars are most popular with mainland consumers, while the mainland people will wear jerseys to work, so the style of the shirts should be better off with leisure.

Yang Yun believes that if European and American brands want to enter the mainland market, the style needs to be readjusted, and the local culture must be sensitive enough. Besides, precious metal products are also important choices.

In addition, the industry also believes that the authorized products in the mainland are best available for production and sale rights. If only one authorized business can be obtained, there will be many difficulties in the operation of the mainland, and it will be difficult to make money, for example, the goods that will not be sold will become stock.

The organizers of the Hongkong international licensing exhibition said that international sports brands like to choose Hongkong as the gateway to enter the mainland market. There are three reasons: first, the legal system of Hongkong is relatively easy to be accepted by enterprises all over the world, so many enterprises choose to sign in Hong Kong; two, Hongkong and mainland language and culture are similar; three, Hongkong's trade network is well-developed, and many authorized industries have more than 20 years of business experience and familiar with the rules of the industry. Therefore, many foreign sports authorized enterprises that are not familiar with the mainland market prefer Hongkong enterprises as distributors and agents to enter the mainland business.