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    授權是21世紀具有前途的商業模式 全球品牌授權策略有哪些

    2017-12-05 15:28:508282瀏覽量

    微信圖片_20171215152516.jpg


    全球品牌授權行業發展報告和授權策略

    Charles  Riotto(查爾斯·里奧托,國際授權業行業協會主席兼首席執行官)


    國際授權行業,簡稱LIME,是全球最具權威性的授權行業組織,有將近1200名會員,覆蓋全球35個國家和地區,總部位于紐約,在全球各地都有辦事處。協會的宗旨是為這個行業提供盡可能多的材料,幫助專業人士成長。還有就是幫助工商業提升對品牌授權的意識,影響到更多消費者。


    授權是授權商家擁有或所代理的商標,以合同的形式授予被授權方使用,從而獲得授權使用費。任何一項知識產權的所有者授予另一方使用這些知識產權的交易,都是用來交易的某種形式的報酬或付款。


    授權是21世紀具有前途的商業模式,通過這種方式,創造出非常具有兼容性的文化創新模式。它也是當代具有影響力的市場營銷及品牌推廣形式,能夠宣傳產品,增加營收。


    授權行業涉及生活的方方面面。如果品牌沒有授權,可能就會受到損失。這些授權行業到底有什么共同點呢?像T恤、工具、兒童產品、玩具、高清電視、旅行包、手表等涉及消費市場的產品,都與授權有關。


    授權是一個過程。如果我們使用得當,就會使IP或者品牌變得更加強大,更加出名,賺更多的錢,更有價值。


    授權需要利用已經建立的成功品牌或人物角色來進行。對于不同的IP,也就是知識產權,可以有很多不同的形式,比如音樂、文學作品、藝術作品、發明、設計專利、商標、名稱、商標制、工業設計、服裝貿易、名人等,這些都必須以某種形式的知識產權來進行保護。


    企業為什么要做授權?目的是為了提高品牌的知名度,創造新的可持續性的利潤空間。


    2016年,全球品牌授權規模消費品零售總額2629億美元。全球前五大授權市場,來自亞洲的有日本、中國、中國香港。中國的授權行業發展得非常快,將不久成為全球第二大授權市場。


    前130名被授權商,娛樂行業領先。2016年主要授權產品,食品和飲料快速消費品等行業發展迅速。到目前為止有將近447.24美元的人均授權消費額。


    怎樣構建自己的IP價值呢?我認為這是一個非常簡單的過程,可以通過有趣和高辨識度的IP開始。授權是一種品牌建設的工具,而不是品牌創造的工具。中國有很好的文化IP基礎以及平臺,怎樣推進?這是我們需要考慮的問題。我們需要法律的保護,有版權以及商標的注冊。授權也需要一個偉大的故事,它是受眾可以理解的人物角色。品牌有一個故事之后,就會有相應的個人特性或者感情注入,品牌就會變得非常具有價值,就能建立起品牌與受眾之間的關系,創造出一個成功且賺錢的授權項目。品牌的秘訣就是它與觀眾情感的關系。


    消費者購買產品,也是他們情感聯系的延伸,比如購買喜愛的球隊的服飾、時尚產品,都是在不斷刺激消費的增長方式。


    行業調查數據顯示,中國授權的電商零售比例達40%,這是中國市場獨有的特點。中國的移動支付市場非常發達,像支付寶、微信都是非常發達的支付平臺,這一點非常重要。如果一些授權的品牌包括衍生品,在傳統零售渠道很難找到空間的話,他們就可以充分利用網絡零售、電商零售進入零售市場。這就是海外一些知名品牌爭相進入中國,尤其是通過電商零售平臺進入中國的原因。中國的電子零售交易比海外很多市場要發達、便利很多。

    截至2016年,中國網絡用戶超過7億3100萬,雖然它的網絡滲透率剛剛超過50%,但是網民的規模已經超過了歐洲全部人口。很多授權品牌可以非常便利地通過移動平臺到達消費者。當然僅僅把自己的衍生產品投放到零售平臺是遠遠不夠的,品牌主、零售商、授權商需要通過各種社交媒體以一種可行的方式到達消費者。我們也鼓勵中國的授權行業更加專注所謂的長的產品線,持續銷售變現,而不僅僅是開發一兩款爆款。并且因為網上比價非常容易,所以衍生品必須在價格上非常有競爭力,所使用的平臺在支付、快遞等方面能給消費者帶來便利。


    品牌通過社交媒體和消費者進行互動,要選擇的話術也格外重要,比如要開發出一個能夠陳述品牌的背景故事,有意見領袖的證言,有能夠適合社交媒體的溝通定位策略,通過一些公益活動和消費者產生持續、有意義的互動。


    中國的品牌授權市場,一些經典品牌、常青樹品牌,越來越受到品牌授權市場的青睞,因為它們在零售渠道里有穩定市場的作用,對消費者有持久的影響力。


    傳統或者最主流的授權方式是品牌主把它授權給制造商,制造商再分銷給品牌商、零售商,現在所謂的DTR就是品牌主直接把品牌授權給零售商,這樣的方式越來越受歡迎。這樣,零售商通過獨特的策略和其他零售商產生心智上的區隔。


    一些名人把自己塑造成名人品牌,這和品牌代言等傳統方式不太一樣,通過授權和消費者產生更好的心智上的互動,創造新的內容。


    另外一個增長迅速的市場是基于地理位置的授權,比如主題游樂場的授權、包括主題公園、商場的大型活動、展覽、巡游表演、主題咖啡館、室內家庭娛樂中心等,通過和品牌的結合,給大家帶來前所未有的娛樂體驗。


    優秀的品牌授權項目是無所不在的。我有一些開展品牌授權業務的小貼士,首先做好充分準備,了解你有什么獨到之處,競爭對手有什么特點,這樣有利于形成有利的有差別性的競爭策略。


    開展授權業務不能固步自封,要走出辦公室,多和其他人打交道,比如參加行業展會,進行業內社交,了解行業最新趨勢,因為品牌授權是一個基于關系的市場,關系越多越穩固,對開展這個業務越有利。


    最重要的是要有自己的原創性、要有創造力,要和你的競爭對手不一樣,這樣你的授權業務才會真正取得成功。(BJCCT-SDL)


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