Can Chinese Copyrights Buyers Still Pay Dividends?

In the United States on November 18th, when fans around the world were celebrating their 90 birthday with white gloves and red shorts, the Disney, who started with this cartoon, officially entered the final countdown of Mickey's copyright for five years.

It is understood that since the early days of Disney's establishment, it has been supporting the image of its commercial domain or will be publicly used in five years, and as a public property in the creative field instead of Disney's private ownership.

However, in the face of the fact that Disney's copyright is about to expire, there is a voice saying, "this time, Disney will strongly persuade the Congress to postpone again. However, even after Mickey's copyright expires, Disney can still register Mitch as a trademark and prevent others from using it."

This situation has also attracted the attention of domestic copyright partners.

Disney, who is known for his copyright authorization, has gone deep into the 90 years of Mitch's image.

。

Now, every year, Disney will hold an authorized dealer conference in the Chinese market, and the scale will be bigger and bigger.

In the face of the increasingly strong purchasing power of domestic consumers, Disney has also taken the initiative to seek cooperation with Chinese manufacturers. For example, Disney has taken the initiative to seek cooperation with the motorcycle, and combine the image of Shanghai's motorcycle with Mickey and Minnie to Minnie.

And Mickey Ears rearview mirror mounted on the bike.

Although the packaging of Mitch's image has been well established in China, more manufacturers in China should make changes in the mode of authorization of the products in the face of new innovations and new developments. Liu He, a film critic, told the Beijing Commercial Daily reporter, "blindly use old methods, such as

Joint name, printing and so on, will cause the public's aesthetic fatigue.

We should seek new ways to stimulate consumers' attention.

In this regard, Disney, vice president and general manager of consumer goods and interactive China, said in an interview earlier that Disney has 11 over 1 billion dollars series of personas, and will also create an unparalleled consumption and entertainment experience for Chinese consumers in the future by relying on strong brand strength, touching story content and creative product design.

"Even if Mickey has this image.

There is a trend of frequent occurrence, but Disney's demand for image authorization has never diminished. "

Liu He emphasized that the authorized fee of Disney's single image is 2 million -500 yuan, and the authorization fee is rising over time. In addition, Disney also has certain requirements for the authorized business. He has more than five years experience in manufacturing, distribution or retailing.

Although Mitch's cartoon character has become a classic in the hearts of domestic consumers and has a large number of loyal fans, with the emergence of more new images, the attention and love of modern children has been far behind.

Therefore, if the domestic manufacturers hope to create a dividend again, this image should be combed with the size of the authorized category at present. If possible, a multi category linkage will be formed. Finally, landing will become a IP with higher influence.

Liu Heru said.