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）

近日，由国际授权业协会（Licensing International）委托Brandar Consulting 调研完成的《全世界授权业陈诉》（2023 Global Licensing Industry Study）发布，陈诉显示，于遭受40年汗青新高的通胀压力之下，授权市场依然活跃，增幅高在全世界零售额增加程度。

图源：国际授权业官网

线下活跃动员授权增加

全世界授权业范围（含商品发卖和办事等）于2022年到达3408亿美元（约合2.48万亿元人平易近币），同比2021年的3155亿美元（约合2.29万亿元人平易近币）增加了8.02%，跨越全世界零售额增加5.4%的平均程度，申明授权品牌的主要鞭策力。

虽然消费者于去年面对着40年以来最高程度的通胀，但依然愿意为体验、文娱、游览、饮食、节庆聚首等勾当费钱。据研究机构Coresight Research的数据显示，2022年的线下客流显著回升，于美国，新开门店的数目是关店数目的两倍。线下消费的活跃也由此动员了授权办事及线下授权文娱/宣传勾当的惊人增加。

此中，线下授权文娱/宣传勾当的增幅为67.3%，而授权办事的增加额更是到达了惊人的205.6%。音乐（+26%）、运动（+19%）及高校（+11%）相干的授权是线下授权文娱/宣传勾当增加的重要推手。

∆2022年线下授权文娱/宣传勾当优异案例（图源：国际授权业官网）

两年夜板块此消彼长

同时，有两年夜值患上留意的板块。

一个是授权NFT格式的转变：于2022年1月，NFT发卖额为70亿美元（约合506.93亿元人平易近币），吸引各年夜品牌纷纷下场，然后到了11月，NFT的发卖额则年夜幅跳水94%，仅剩3.94亿美元（约合28.53亿元人平易近币），这重要是受经济阑珊、高通胀及比特币市场瓦解等多方因素的拖累，致使市场对于这类虚拟的谋利资产需求降落。

别的一个就是授权宠物用品：2022年的增幅高达39%，并预期会继承稳步增加。由于按照《福布斯》杂志的陈诉，今朝的宠物主中，有78%是于疫情时期最先养宠物的，以是宠物用品板块颇具潜力。于本年，也有玩具品牌进入。

∆热火宠物狗玩具（图源：宠物用品电商平台petco.com）

动漫授权/玩具板块不变

文娱/脚色授权依然是授权业的最年夜板块，范围到达1381亿美元（约合1万亿元人平易近币），约占总体的40.5%。第二年夜板块是企业品牌，范围有876亿美元（约合6343.82亿元人平易近币），占比为25.7%；运动则排名第三，有373亿美元（约合2701.19亿元人平易近币），占授权业的11%。

从产物角度来看，服装（14%）、玩具（12%）及时尚饰品（10%）类排名前三，排位变化不年夜。

∆授权玩具案例（图源：国际授权业官网）

从地域来看，美国及加拿年夜的授权商品及办事消费额占全世界的59.6%，达2033亿美元（约合1.47万亿元人平易近币），较2021年增加9.1%。

头部效应较着

另据全世界授权展旗下授权行业杂志《LICENSE GLOBAL》发布的《2023年全世界顶级授权商排行榜》显示，2022年全世界排名前10位的企业零售额就高达1890亿美元（约合1.37万亿元人平易近币），且平均同比增加率为20%，少数企业的同比增加率甚至高达61%。

前十榜单以下：

来历：中外IP授权 深圳展（ID:licensingchina）

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]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003203s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003210s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003366s ]SELECT `module_id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003199s ]SELECT `table_name` FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003196s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003309s ]SELECT `id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003249s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003289s ]SELECT `id`,`parent_id` FROM `ta_cate` [ RunTime:0.003168s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.003307s ]SHOW FULL COLUMNS FROM `ta_article` [ RunTime:0.003893s ]SELECT * FROM `ta_article` WHERE `id` = 144 LIMIT 1 [ RunTime:0.003443s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.003308s 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