第⼆届國際品牌授權及知識產權貿易管理高峰論壇

「利用品牌授權策略拓展業務及鞏固香港作為亞洲品牌授權及知識產權中心 」項目由亞洲授權業協會主辦，並由香港特別⾏政區政府⼯業貿易署「工商機構支援基金」撥款贊助。此項目已成功於2020年⾄2022 年舉辦多次工作坊和國際峰會，邀請授權業專家及學者對品牌授權⾏業進⾏全方位分析和解讀，從品牌授權的戰略、管理、法律等⽅面作詳細探討，為廣大企業及投資者深⼊瞭解品牌授權業務提供有益的參考意見。

根據國際授權業協會的資料，2019年全球授權商品及服務零售額達2,928 億美元。北美洲市場仍舊引領著授權商品及服務，佔全球市場總額58%，但亞洲以超過5%年增長率，成為增幅最強勁的市場。順應授權產業的發展前景，香港本地和國內湧現出很多優秀的的品牌和授權項目，例如Chocolate Rain、麥兜、Molly、故宮等。同時，許多國際授權商及授權代理商，如美泰(Mattel)及艾康尼斯品牌集團(Iconix Brand Group)，紛紛在本港設立辦事處，作為管控亞洲地區業務的總部。許多國際知名授權商也向香港授權代理商提供授權項目，協助拓展亞洲業務。此外，數字化亦給授權業帶來新商機。例如，在2022 年初，冬奧會期間，國際奧委會官⽅授權推出冰墩墩數字盲盒；全球各⼤博物館聯合不同平台推出⽂物數字藏品等。這些非同質化代幣（NFT），元宇宙等新概念產品，催⽣創新商業模式和策略。因此，如何“借力東風”，乘著新科技和新風潮抓住新機遇，是授權業界⼈⼠急切期待解答的問題。同時，疫情仍然影響世界，傳統授權業務和新興概念的結合是後疫情時代授權業的最新發展趨勢。

第⼆屆國際品牌授權及知識產權貿易管理⾼峰論壇以「抓緊品牌授權機遇開拓亞洲市場」為題，邀請來自香港、法國、英國、泰國、印尼等地區/國家的⾏業專家，包括法國里昂商學院、亞洲授權業協會、泰國及印尼的授權業協會等，從多角度詳述東南亞各個地區授權業務的現狀與機遇，及在當地市場經營授權業務必須注意的問題。同時，講者們亦分享此項目內在廣州、台灣、曼谷、耶加達、新加坡、吉隆坡等地區進行的當地消費者的授權品牌購買行為特徵的最新分析報告和來自三十多間公司的專家訪談，為業界更有效地管理授權品牌以及如何幫助香港品牌打開東南亞市場提供參考意見，啟發他們制訂更適合和更有效的市場進行戰略。

歡迎授權業內人士及對品牌授權有興趣⼈⼠參與！參加者可直接掃描本宣傳單張登記及獲取高峰會論壇詳情。

日期： 2022年7月26日(星期⼆)
時間： 9:30 至 13:30
地點： 香港理工大學 N001

The 2nd International Summit on Brand Licensing and IP Trade and
Management

The project “Use of brand licensing strategy to grow business and consolidation of Hong Kong as a brand licensing and intellectual property (IP) hub in Asia” is undertaken by Asian Licensing Association Company Limited and funded by the Trade and Industrial Organisation Support Fund, the Trade and Industry Department of HKSAR Government. The project covers a range of management workshops and international summits which have been delivered from 2020 to mid- 2022. Reputable experts and scholars in brand licensing business and IP protection are invited to share their views on assessment of brand licensing opportunities and effective implementation of licensed brand strategy. All these activities are able to attract an accumulation of thousands of participants from Hong Kong, mainland China and neighbouring countries.

Even under the pandemic, the brand licensing market in Asia still recorded a strong growth rate over 5% in 2021. Many reputable brands from Hong Kong, or mainland China, or the West, attempt to capitalize the emerging opportunities in Greater China Region and ASEAN countries with a licensing brand approach. Recently, quite a number of licensing projects have emerged in Hong Kong, including Chocolate Rain, McDull, Molly and so on. Many international licensors and licensing agents, such as Mattel and Iconix Brand Group, have chosen to set up offices in Hong Kong to monitor their business in Asia. On the other hand, digitalization and advances in IT have led to emergence of new brand management concepts and business models. How to seize the opportunities created by technological trend is another brand management agenda for executives.

The theme of the 2nd International Summit on Brand Licensing and IP Trade & Management is “Capturing Brand Licensing and IP Business Opportunities to Grow Your Brands in Asia”. A group of international speakers from Hong Kong, mainland China, UK, Thailand, and Indonesia will share their expertise and insights on how to explore and assess business opportunities for your brands and how to enter, develop, manage, and protect your brands and IP characters in SE Asia and China. The project team has just finished a large-scale consumer survey on the characteristics of brand buying behavior of local consumers and their attitudes towards licensed brands in Bangkok, Guangzhou, Jakarta, Kuala Lumpur, Singapore, and Taipei.

We sincerely invite you to join this event on July 26 (Tuesday). Please refer to the attached programme for the details of presentation topics and simply scan the QR Code to register.

Date: July 26, 2022 (Tuesday)
Time: 9: 30 to 13: 30
Venue: The Hong Kong Polytechnic University N001

2nd International Summit on Brand Licensing and IP Management-Tentative Program

2nd Summit Promotion Leaflet 1st Round2nd Summit Promotion Leaflet 1st Round