第38届国际玩具和潮玩（深圳）博览会

2026年4月9-11日 深圳国际会展中央（宝安区）

我国授权市场最近几年的存眷度、活跃度都很高。单是方才已往的2023年，授权市场即是从年初热闹到年底——各行业各品牌忙着与IP开展授权互助、各类联名产物掀起一波波话题会商。而这类热闹富贵的暗地里，也有许多惹人寻思的内容以和需要行业警惕的陷阱。

近日，中外玩具全媒体中央采访授权行业资深专家王续义，回首总结上一年海内授权市场的动态、袒露的问题，同时也为行业此后开展授权互助提供参考标的目的。

授权新模式：IP+流量+电商平台

去年，海内热度极高的IP之一是三丽鸥系列。文具、玩具、服装、日用品、茶饮等多个行业、多个品牌都踊跃与三丽鸥旗下的各年夜IP互助。于进入海内市场多年后，三丽鸥之以是可以或许迎来发作，离不开其与阿里鱼的互助，更离不开阿里鱼采纳的新的授权模式。

据王续义先容，阿里鱼转变了传统的授权模式，从本来单一的授权模式进级到电商平台的综合型撑持模式。

详细来讲，阿里鱼不单单是将IP授权给被授权商，还有会联动阿里生态内电商、付出、娱乐、线劣等板块，以和阿里鱼旗下自有IP营销阵地“IP新权势”，对于IP、IP授权产物举行站表里的全域营销，并精准触达方针消费者，完成消费转化。

典型案例是去年“双11”时期，阿里鱼“IP新权势”与阿里巴巴达摩院互助推出了首个VR虚拟IP街区，累计有跨越70家品牌、近700款商品表态。每一个IP主题店肆会席卷同个IP的差别衍出产品，利便喜欢IP的消费者一站式选购。经由过程该街区，多个IP授权产物销量年夜涨，如希恩派宝可梦联名去黑头鼻贴发卖近2.5万件、三丽鸥店肆的酷洛米换装公仔礼盒售罄等。

∆星月推出的三丽鸥授权玩具

IP新变化：经典IP求变，新IP须沉淀

授权市场的繁荣离不开IP的鞭策。如今，活跃于海内授权市场的IP既有沉淀数十年的经典IP，亦有最近几年新鼓起的IP，二者各有上风，也各自面对差别的难题。

以2023年经典IP授权环境来看，“奥特曼”“宝可梦”“草莓熊”等知名度较高的IP依旧是各品牌争相互助的对于象。而“哆啦A梦”的受众是整年龄段，疫情前及疫情时期的客户复签率比力高；因为相干系列影戏于海内没有到达票房预期，漫威系列IP于海内的授权则遭到响应的影响。

∆“宝可梦”授权衍生品

“许多经典IP都是经由过程现场勾当联合终端零售的方式宣传、发卖产物，而海内年夜型超市、阛阓最近几年萎缩严峻，倒霉在这些IP开展线下勾当。”王续义暗示，短视频是当下打造IP的主要平台，但大都经典IP于短视频平台受存眷度不足，这也会影响IP相干授权勾当的睁开。

面临快速成长的授权市场及新型流传营销方式，许多经典IP也于不停努力开展各类营销推广勾当，晋升IP的热度，鞭策相干授权产物发卖。

如深圳拉瓦数字动漫科技有限公司推出的《爆笑虫子》，颠末几年的品牌堆集，于收集平台拥有跨越800亿次的点播；抖音粉丝跨越600万。深圳拉瓦数字动漫有限公司授权总司理刘庆峰暗示，本年该IP将推出收集影戏项目及院线影戏，以和连续的线上线下互动勾当，带给被授权商更多的品牌市场暴光时机及销量晋升的动力。

∆经典IP《爆笑虫子》（深圳拉瓦数字动漫有限公司供图）

最近几年，海内有愈来愈多的企业推出差别类型的IP形象，此中部门IP热度爬升极快，好比短剧《逃出年夜英博物馆》、游戏《蛋仔派对于》、文旅IP淄博游览、动画IP“奶龙”等。

于王续义看来，有需求才有供应，IP增长申明终端消费市场有需求。“品牌授权行业，向来是设计及打造一个IP形象轻易，成长及造就一个知名的IP品牌或者形象难。好比海内外浩繁知名动画企业推出过很是多的动画IP，包括‘天线宝宝’‘花圃宝宝’‘小猪佩奇’等，但可以或许几十年始终连结高市场热度、极受接待的还有患上是‘奥特曼’。”

他夸大，一个IP要成为品牌，并持久遭到消费群体的承认，需要版权方不停地晋升IP自身内在及故事，不然IP很轻易沉溺堕落为满意一时市场需求的形象。

∆作为长青动画IP，“奥特曼”是授权市场热点

互助新情势：联名受追捧热度难延续

比拟以往纯真的IP或者者品牌授权互助，新的、年青的品牌更热中在联名互助，由于可以同时宣传推广两边的品牌。

王续义提到：“已往一年，16~30岁之间的消费群体于快速发展，于是以这一消费群体为主体的消费产物都有发展空间。”于这些消费产物中，茶饮行业的成长特别迅速、竞争很是激烈，于是各品牌都于踊跃开展授权勾当，如奈雪与“蜡笔小新”“名侦察柯南”、喜茶与芭比、CoCo与“第五人格”、古茗与“天官赐福”等。可以说，茶饮、咖啡等是2023年授权市场活跃的行业。

固然，联名互助并不是仅于茶饮、咖啡行业，还有有肯德基与“宝可梦”打造联名玩具、TOP TOY与汤臣倍健BYHEALTH推出“鼎力大举招财猫”主题联名礼盒等。

∆CoCo与“第五人格”联名互助（图源网易第五人格微博）

为何品牌热中在联名呢？

王续义先容说，传统的联名是将两边品牌的粉丝群体延长到产物上，促进粉丝春联名产物的消费。回首去年的联名互助会发明，消费者更多存眷的是联名两边的差异化，好比喜茶与Fendi联名被认为是“豪侈品牌下凡”、茅台与瑞幸联名激发会商的是“咖啡里有无茅台酒”等。

这类环境致使的成果是，联名虽然多，但热度连续不了过长时间，而品牌要想维持热度就患上不断地联名。同时，大都联名授权勾当以寻求热度、销量为目的，对于IP自己的口碑纷歧建都是正向影响。好比去年瑞幸与茅台联名互助得到了极高的社会存眷度、发卖量，但对于茅台自身品牌形象的晋升没有太多的益处。

∆瑞幸与茅台联名推出酱喷鼻拿铁（图源luckincoffee瑞幸咖啡微博）

此外，联名虽多，但不是所有联名产物都能成为爆款。王续义认为，中国的零售市场处于年夜变局历程中。差别的发卖平台、发卖模式，指导消费者采办响应产物的方式也差别。品牌商要想实现有用的授权及联名，甚至做出爆款，必需联合发卖产物的平台和其发卖模式，来筹谋及指导消费群体。

行业新标的目的：对准30岁如下消费群体

“内卷”是近几年频仍呈现于消费市场的一个词。不管是咖啡、茶饮，还有是服装、玩具等各种消费品均是云云。基在此，各品牌商不能不追求更多的市场刺激点，来晋升本品牌于行业内的知名度，争夺成为消费者的首选消费产物。而授权产物因联合了IP形象，必然水平上属在独家产物，比拟同类产物更具上风。

王续义认为，授权市场遭到追捧，是中国进入激烈市场竞争阶段的需求致使的，以是授权市场将来的需求点，一定跟中国消费市场互相关注。

▐ 起首是儿童消费范畴。我国最近几年生养率逐渐降低，儿童消费范畴品牌又于增长，可以预感，接下来的儿童消费市场一定还有是红海竞争。为了增长品牌竞争力，儿童消费品牌必定会继承加年夜于授权方面的投入。鉴在市场总量的萎缩，不管是版权方还有是被授权方，城市越发寻求优质化，选择与头部品牌、IP互助。

▐ 再者是2024年及将来几年需要器重16~30岁的消费群体。王续义提到，这部门群体对于IP、品牌越发敏感及忠诚。是以，以他们为方针受众的消费产物如服装、鞋子、包袋、饮食、玩具等都将是接下来授权或者联名的重要发展成长市场。

∆以儿童及年青报酬方针的品类会与IP联合更慎密

“至在此刻比力受存眷的中年、银发族等消费市场，我感觉跟品牌授权或者者联名互助概率比力小。是以，于2024年或者者将来几年，面向这种消费群体的企业、品牌于授权行业不会太活跃。”

来历：中外IP授权 深圳展（ID:licensingchina）

作者：Aries

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CONNECT:[ UseTime:0.007373s ] mysql:host=hdm721885362.my3w.com;port=3306;dbname=hdm721885362_db;charset=utf8mb4SHOW FULL COLUMNS FROM `ta_system` [ RunTime:0.004984s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004399s ]SHOW FULL COLUMNS FROM `ta_settings` [ RunTime:0.004743s ]SELECT * FROM `ta_settings` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004337s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004344s ]SHOW FULL COLUMNS FROM `ta_field` [ RunTime:0.004725s ]SELECT `type`,`field` FROM `ta_field` [ RunTime:0.004311s ]SHOW FULL COLUMNS FROM `ta_cate` [ RunTime:0.004732s ]SELECT `id`,`cate_name`,`cate_folder`,`module_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004286s ]SHOW FULL COLUMNS FROM `ta_module` [ RunTime:0.004718s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004357s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004324s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004348s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004556s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004344s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004318s ]SELECT `module_id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.004250s ]SELECT `table_name` FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004244s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004444s ]SELECT `id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.004277s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004345s ]SELECT `id`,`parent_id` FROM `ta_cate` [ RunTime:0.004229s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.004292s ]SHOW FULL COLUMNS FROM `ta_article` [ RunTime:0.004771s ]SELECT * FROM `ta_article` WHERE `id` = 254 LIMIT 1 [ RunTime:0.004536s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.004371s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004363s ]SHOW FULL COLUMNS FROM `ta_dictionary` [ RunTime:0.004741s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '14' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004234s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '15' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004230s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004354s ]SELECT * FROM `ta_field` WHERE `module_id` = 20 AND `field` = 'sort' LIMIT 1 [ RunTime:0.004305s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004332s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004247s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 20 LIMIT 1 [ RunTime:0.004309s ]SELECT `id`,`cate_name`,`parent_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004269s ]SELECT `id` FROM `ta_cate` WHERE `module_id` = 19 [ RunTime:0.004283s ]SELECT * FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.004332s ]SELECT * FROM `ta_field` WHERE `module_id` = 6 AND `field` = 'sort' LIMIT 1 [ RunTime:0.004385s ]SELECT * FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.004311s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.004274s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 6 LIMIT 1 [ RunTime:0.004330s ]SHOW FULL COLUMNS FROM `ta_users_type` [ RunTime:0.004752s ]SELECT `id`,`name` FROM `ta_users_type` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004281s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '1' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004267s ]UPDATE `ta_article` SET `hits` = `hits` + 1 WHERE `id` = 254 [ RunTime:0.009409s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004328s ]SELECT * FROM `ta_cate` WHERE `is_menu` = 1 ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004408s ]SELECT * FROM `ta_module` WHERE `id` = 19 [ RunTime:0.004324s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 17 ORDER BY `sort` DESC [ RunTime:0.004862s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004284s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004236s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004266s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004299s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004268s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004281s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004277s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004319s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 18 ORDER BY `sort` DESC [ RunTime:0.004777s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004278s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004241s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004295s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004309s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004301s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004282s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004289s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 19 ORDER BY `sort` DESC [ RunTime:0.004784s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004278s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004269s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004315s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 20 ORDER BY `sort` DESC [ RunTime:0.004776s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.004297s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.004322s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004360s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004369s ]-必一运动官网