Licensing Show delivers on deals and contacts (hktdc.com)


	Now in its fifth year, the Hong Kong Licensing Show is highly international. It features over 70 exhibitors representing 250 properties and brands

The Hong Kong Licensing Show - Asia's premier platform for global licensing business - will be held for the fifth year from July 4 - 6 at the Hong Kong Convention and Exhibition Centre.

This prestigious event is gaining in strength and reputation as a "must attend" for international and local Asian intellectual property owners and their agents. This year, more than 10,000 visitors are expected to throng the halls and booths of the event organised by the Hong Kong Trade Development Council and sponsored by the New York-based International Licensing Industry Merchandisers' Association (LIMA).

The show will feature more than 70 exhibitors representing some 250 properties and brands available for licensing. With Hong Kong the recognised sourcing gateway to the Chinese mainland - where retail sales of licensed merchandise amounted to HK$7.8 billion (US$1 billion) at the end of 2004 (a massive 59 per cent of Asia's total retail sales of licensed merchandise) - the show offers them unparalleled business opportunities.

Lucrative deals secured


	Ramon Go of Intercontinental Licensing has secured two lucrative China deals resulting from contacts he made at the Hong Kong Licensing Show

	Susan Huang of Interasia Marketing HK says the show is a must attend for licensors wanting to exhibit their brands in Asia

	Michael A. Lou of VIP Entertainment & Merchandising, Germany, leverages the show to reach a wider range of contacts

Many of this year's exhibitors are Hong Kong Licensing Show "regulars" who say their attendance has resulted in lucrative deals and contacts. Intercontinental Licensing USA, licensor/licensing agent for brands including Hanadeka, Sad Sam & Honey, Planet Happy, Dear God Kid and Romance in White House, reports "continuous results" from the show.

"Intercontinental Licensing has exhibited at Hong Kong Licensing Show since it started in 2004. The show has continuously brought us good contacts for licensing partners in the Asian region as well as Australia and New Zealand," said Ramon Go, Vice-President of Marketing. He added that the show is becoming a highly international platform, attracting potential licensing partners from Europe including Russia, Croatia, Poland and Ukraine, North America and the Latin America regions.

As a result, Intercontinental Licensing has secured two major licenses, namely Tayohya Home Furnishing Company and Sunsail International, both based in Shanghai. "I agree 100 per cent that this show is definitely the jumping board and "must attend" for overseas business partners and licensors to get into China's licence market," said Mr Go.

No better platform

Exhibitor Susan Huang believes there is "no better platform" for licensors in this region. Ms Huang is Managing Director of Interasia Marketing HK (Hong Kong), licensing agent for Santa Barbara, Forever Friends and Hallmark. As the gateway to China, licensors wanting to exhibit their brands in Asia, primarily China, need to attend the show, Ms Huang said.

"In this region there are various countries trying to establish platforms for licensors, but unfortunately in Asia, licensing is not a mature industry like it is in the US. Some other countries will try to tie in franchising with licensing, such as India and Singapore, and even China has made attempts for many years to organise a licensing show. However, these have not been very successful, for various reasons.

"So far, the largest and best managed is the Hong Kong Licensing Show, organised by the Hong Kong Trade Development Council. The calibre of both the brands and the agents attending the show is much better than in other countries. Because of this, I feel that in this region there is no better platform for licensors than Hong Kong."

Wide exposure

Michael A. Lou, CEO of VIP Entertainment & Merchandising, Germany, licensor/agent for Cary Grant, Marilyn Monroe, Sophia Loren, agrees.

"As more and more products sold in Europe originate in Asia, we have decided to offer our licences right on the spot, that is, to the Asian producer rather than to the European importer/distributor," Mr Lou said. "An interesting side effect is that by this we may reach an even wider range of customers as the production sources usually sell to more buyers than just the Europeans we have contacts with. So the Hong Kong Licensing Show is a nice leverage for us, and heightens the attraction of our licensee's products."

Four new pavilions at this year's show will include a Sports Pavilion, focusing on branding and licensing opportunities related to the 2008 Beijing Olympics and the 2009 East Asian Games. The new Digital Entertainment, Design, Legal and Trade Service Pavilion will invite licensing-related service providers to address the business needs of both visitors and exhibitors.

Market intelligence

Other highlights of the show include the Premier Asian Licensing Awards presentation, and the three-day Licensing Conference, where leading international and local licensing professionals will examine the latest developments and trends in the industry and share their insights on the licensing business on the mainland. The conference will feature a branding and sports theme, further leveraging prestige events such as the Beijing Olympics and the 16th Asian Games.