According to the data, the retail sales of licensed products and the scale of license fees have continued to grow in the past five years, and will increase slightly in 2022; the period of cooperation, cooperation models, and licensing fee collection models for licensors are more mature; the value perception and cooperation of licensees for IP licensing The time and the number of cooperative IPs have all increased; consumers' willingness to purchase licensed products in 2023 is more optimistic.
In 2022, China's annual authorized retail sales of goods will be 139 billion yuan, an increase of 1.2% over the previous year; China's annual authorized gold will be 5.42 billion yuan, an increase of 1.9% over the previous year. In 2022, 44.3% of enterprises will achieve growth in retail sales of authorized products. The proportion of licensors who have carried out licensing business in China for 4 years or more has increased by 11.0 percentage points compared with the previous year. The proportion of licensees who believe that IP licensing has increased product sales by 20-49% increased by 7.2 percentage points from the previous year; the proportion of licensees who have carried out licensing cooperation for more than 4 years increased by 8.5 percentage points from the previous year. The proportion of consumers whose willingness to purchase licensed products will increase by more than 30% in 2023 will increase by 3.3 percentage points from the previous year.