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How To Survive Without Brand Shoe Enterprises

2008/7/29 12:20:00 12

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"Now more and more people are concerned about brand, which is a good opportunity for brand authorization and agency."

At the Hongkong international patent licensing exhibition of Hongkong Trade Development Council held in from July 2nd to 4th, Chou Kai Liang, assistant director of Hongkong TDC, said.

He said that patent licensing is not only a marketing tool, but also helps the manufacturing enterprises to upgrade and pform to the upstream of the value chain.

According to the introduction, the exhibition has attracted more participants from outside Hongkong in the past year, including more than 130 exhibitors from 11 countries and regions from mainland China, Taiwan, France, Germany, South Korea, Philippines, Singapore, Thailand, the United Kingdom and the United States, breaking the record.

The exhibition showcases more than 300 brands and authorized projects that are popular among local consumers. They include entertainment, fashion, sports, art and design, and corporate brand.

Patent licensing provides many business opportunities.

Recently, "Kung Fu Panda" is showing up. The T-shirts and slippers of Hongkong Street Fort shinny have become a hot commodity, because they have the image of a simple and smart panda.

This is the temptation and business opportunity of patent authorization.

"Patent licensing gives enterprises a lot of business opportunities, and enterprises can quickly enhance brand value through patent authorization." Charles Riotto, President of the International Patent Licensing Association, said in an interview with reporters that many people in mainland China now know the advantages of patent licensing, while mainland consumers are becoming more and more aware of brands. Especially, cartoon characters are very popular. Therefore, for manufacturers, to change their concepts, they should set up the concept of patent authorization, create brands and promote the market, and the Hongkong patent licensing exhibition is a good platform.

Fujian enterprises can be authorized operators.

The importance of brand is obvious. So, is it for the majority of SMEs to build their own brands or to participate in the licensing of patent brands?

In this regard, Riotto, President of the International Patent Licensing Association, said that accepting patent brand authorization can not only save resources, but also take shortcuts, because the establishment of patent brands does not take a long time, and the brand effect can be immediate.

For small and medium-sized enterprises, the choice of a good patent brand not only saves money and effort, but also avoids the unpredictable risks in building brands.

In this regard, Huang Wenhui, director of Hongkong crown days Brand Management Co., Ltd. also expressed the same feeling. "In fact, Fujian's manufacturing industry has great advantages. If we increase the original design ability, turn the advantage of OEM (OEM) into ODM (original design manufacturer) and control a certain channel, so that it will be closer to the authorized operator."

According to the statistics of the International Patent Licensing Association, brand licensing has become a $160 billion industry worldwide. In the United States, various brand licensed products account for 1/3 of the retail market.

At present, the mainland of China is the second largest authorized market in Asia and one of the potential retail markets.

According to the introduction, sports related authorization projects are promising in the global and Asian markets, such as the 2008 Beijing Olympic Games, the 2009 East Asian Games and the 2010 Asian Games. Besides, the 2010 World Expo also has good brand licensing opportunities.

How to get a patent authorized brand?

The huge consumer market in the mainland is very attractive. How can we get a patent authorized brand?

The president of the International Patent Licensing Industry Association believes that licensing fees should be paid in a small amount. Therefore, first of all, risk assessment must be carried out. Secondly, a strong distribution network is needed to ensure the market share of the brand.