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Property licensing to boom

By Xiao Liu (China Daily)
Updated: 2006-10-14 09:17
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Property licensing is likely to boom in the Chinese mainland due to huge market demand, while Hong Kong-based Bubble Mon strives to be the pioneer in promoting franchises of such a business model.

China's fast economic development has lured an increasing number of foreign brands eager to cash in on the market.

However, due to limited knowledge of local conditions and a lack of distribution networks, they often find it difficult to penetrate the market, according to Wilson Lee, general president of Bubble Mon Licensing (International) Co Ltd.

"We can act as a bridge between world leading brands and mainland businesses and consumers," said Lee, explaining that the role property licensing plays is being entrusted by brand operators to promote their products, and allowing franchising outlets the same property rights and responsibilites for retailing the branded products.

So far, Bubble Mon has been entrusted with more than 30 licensing rights originating from Japan, Korea, the United States, Germany, France and Hong Kong. They mainly involve Cartoon images and related products such as stationery, clothes, toys, gifts and food.

"The 2008 Beijing Olympic Games and the 2010 Shanghai World Expo may stimulate the demand for those products, given the promotion of mascots," said Lee.

Founded in 1997, Bubble Mon, in a bid to tap into the Chinese mainland market, has established representative offices in Guangzhou in 1999 and Shanghai and 2002 respectively.

Based on licensed properties worldwide and rich experience in franchising network development, Bubble Mon has set up more than 30 franchise outlets on the Chinese mainland and store numbers are expected to reach 100 by the 2008 Beijing Olympic Games.

"Our franchisees enjoy Bubble Mon's brand equity, with our diversified range of products that reduces their business risks and provides high profit margins," said the general manager."

In addition to providing opportunities for the franchisees, Bubble Mon helps Chinese brands enter overseas markets.

It was invited to be a consultant to the intellectual property right office for the Beijing 2008 Olympic Games, on mascot property licensing around the world.

And the company has also been entrusted by a group of Chinese cartoon brands with their global marketing promotions.

Lee pointed out that services provided by Bubble Mon are extensive and tailored, and include merchandise and publication licensing, distribution of videos, anime, comics, music, internet, on-line games, marketing, promotion and event licensing, as well as strategic franchising and marketing.