Release Of The White Paper On The Development Of China'S Authorized Industries In 2025

　　 White Paper on the Development of China's Authorized Industry

On March 27, the China Brand Licensing Annual Conference and the 15th China Children's Industry Development Conference hosted by the China Toys and Infant Products Association (hereinafter referred to as the China Play Association) opened in Suzhou Taihu International Convention Center. Liang Mei, President of the China Association of Play, released the White Paper on the Development of China's Licensing Industry in 2025 (referred to as the White Paper), which was prepared by the Licensing Industry Branch of the China Association of Play.

The White Paper shows that in 2024, the total retail sales of authorized goods and the scale of authorized funds in the domestic market will continue to grow for seven years, showing a significant growth. The three categories with the largest proportion of new IP in 2024 are cartoon animation, culture and art, and film and television variety. Authorized industries and forms of authorization have diversified development, and trendy toys have grown rapidly under the influence of "millet fever". More than 90% of the surveyed licensees believe that IP licensing drives sales growth. Half of the interviewed consumers who buy licensed products are IP enthusiasts. They are more loyal to the same IP and are willing to spend more disposable income on purchasing licensed products.

　　 01

Overview of Chinese licensors

In 2024, the total number of authorized enterprises active in China will be 664, up 1.5% year on year, and the total number of IP that have carried out authorized business will be 2758, up 11.1% year on year.

In 2024, the total annual retail sales of authorized commodities in the domestic market will be 155.09 billion yuan, up 10.7% year on year; In 2024, China's annual licensing fund will be 5.99 billion yuan, up 9.4% year on year.

In 2024, 44.6% of the interviewed licensors will achieve an increase in retail sales of authorized goods.

In 2024, 38.8% of the surveyed licensors will have new IP in operation, of which 64.6% will be cartoon and animation IP.

In 2024, the duration of commodity licensing cooperation of the interviewed licensors will be concentrated in 2-3 years, accounting for 57.9%.

　　 02

General situation of Chinese licensees

In 2024, 51.3% of the interviewed licensees will carry out authorization business in 4-10 years.

91.4% of the surveyed licensees believe that IP licensing drives sales growth, of which 22.7% believe that IP licensing drives sales growth by more than double, an increase of 5.0 percentage points over the previous year.

55.1% of the surveyed licensees cooperate with 1-2 IPs annually, up 3.7 percentage points over the previous year.

In 2024, toys, entertainment, clothing accessories and food and beverage will be the top three in the commodity licensing business, accounting for 46.5% of the total.

The IP categories, electronic games and fashion trends that the surveyed licensees plan to cooperate with in 2025 are growing significantly.

　　 03

Overview of China's Authorized Product Consumption Market

In 2024, 50.4% of the surveyed consumers who purchase authorized goods are IP enthusiasts, of which 25.9% are interested in IP purchases.

22.6% of IP enthusiasts are willing to spend 10% - 20% of their disposable income on purchasing licensed products.

Among the interviewed consumers, IP enthusiasts are highly loyal to the same IP, and 15.2% of IP enthusiasts have loved the same IP for more than five years.

In 2025, 63.4% of the surveyed consumers plan to increase the purchase budget of authorized products, 2.7 percentage points higher than the previous year.

The 2025 White Paper on the Development of China's Licensing Industry focuses on the overall development of China's licensing industry, focusing on the five levels of licensors, licensees, licensing ecosystems, licensed product consumer markets, and industry development trends registered in mainland China. Through multi-dimensional research and data analysis, it presents the latest trend of the industry, and from the perspective of policy guidance Market environment and other aspects discuss the development opportunities of China's licensing industry.

At the same time, this year's White Paper added the "annual collection of outstanding licensing cases" to review the practical methods and experience of copyright owners and licensees, providing thinking and reference for enterprises to carry out licensing cooperation; Add "Authorization Overview and Case Analysis of Authorized Industry Representative Enterprises" to analyze the development of authorization business in 2024 from the brand perspective.

The paper version of the White Paper on the Development of China's Licensing Industry 2025 will be collected at the 19th China Brand Licensing Trend Conference held from 9:00 to 11:30 on March 28 (no further distribution will be made later). Please go to the ethereal hall on the third floor of Suzhou Taihu International Convention Center at 8:30 to participate in the conference. After the conference, you can collect it free of charge with your participation certificate/bracelet.