La'eeb (la'eeb) also generated buzz. Topics such as "World Cup mascot teased as wonton skin" and "don't want to talk to anyone without a la'eeb" hit social media. Under a series of short videos showing off the peripheral products of Laib, there is no lack of comments such as "there is a piece of cloth on your head, you are the richest in the world" and "the Middle East tycoon temperament Laiman".
Few people know that back in 2013, the World Cup mascot and its peripheral area ip licenses included a Chinese company and were sold all over the world. The World Cup peripherals you buy in China, including the mascots, come from this company.
"There may not be enough inventory this year." Ni Jing's conservative prediction. She is one of the founders and vice chairman of Hangzhou Fude Brand Management Co. It was this company, which started from foreign trade, that obtained the authorization for the World Cup mascot and its surrounding area from FIFA. This year, hangzhou ford not only in the world cup around the production of mascots, but also increased more than 100 00 more categories sku.
Ni Jing, Vice Chairman, Hangzhou Fude Brand Management Co.
Ni Jing revealed to the New York Times Finance that the sales of this year's World Cup peripheral are better than ever. As early as August this year, Hangzhou Fude World Cup peripheral products were officially launched on Tmall, Jingdong, 1688, Jieyin and other platforms. Even if the World Cup has not officially opened, it is very popular. In the official flagship store of Jittery Voice, the handmade Laib, which costs 299 yuan, sold nearly 10,000 yuan, and the daily sales of the platform's studio reached 15-20 million yuan.
Meeting FIFA for the first time: a 2-game v2 conversation
The relationship with the World Cup began with an attempt to transform Hangzhou Fude.
According to Ni Jing, Hangzhou Ford's predecessor was originally a foreign trade company that specialized in exporting household gifts, toys, paper products and garden supplies. He can receive about 10 million dollars in orders from retailers in Britain and Germany every year.
Introduced by cooperative customers, they began to produce famous animation, such as the Adventures of Tintin, Ice Age ip peripheral products are OEM. although the OEM mode of profit is meager, but Hangzhou Ford began to hit the road ip business.
At the beginning of 2013, a German client who had been involved in the distribution of licensed products for two World Cups told them that FIFA was looking for a licensee of derivatives for the 2014 FIFA World Cup in Brazil. Hangzhou Ford conducted repeated negotiations with FIFA for five months through intermediaries and finally won the opportunity to negotiate with FIFA in Hong Kong.
In June 2013, Ni Jing and Li Hong embarked on a journey to Hong Kong. v 2 interviews were conducted at the hotel where the FIFA licensee was staying at that time.
Originally thought the negotiation should be a piece of difficult to gnaw bones, did not expect surprisingly smooth, "the negotiation time is shorter than expected, the atmosphere is harmonious, the two sides on the terms of cooperation almost no dispute." Ni Jing described the cooperation as a "one-shot deal".
In July 2013, Hangzhou Fidelity Brand Management Co., Ltd. was formally established and successfully signed the 2014 FIFA World Cup Derivatives License Agreement in Brazil, becoming the first Chinese company to successfully obtain the authorization from FIFA.
Past World Cups Sessions World Cup Licensed Stars Collection.
Why can't sports make a top stream?
According to the license agreement, Hangzhou Ford not only owns the right to design, manufacture and sell the peripheral products, but also owns the right to distribute them globally except for Brazil.
In the six months after obtaining the authorization for the World Cup in Brazil, Hangzhou Ford received calls from more than 20 countries and nearly 70 companies in the world. In Chile alone, 12 companies competed for the right to represent and sell the mascot. This also quickly brought the company millions of dollars in foreign trade orders.
However, sales in the domestic market were not as smooth as expected. Hangzhou Ford started from foreign trade and had no resources and channels to distribute its goods in China. At that time, consumer awareness of World Cup peripherals was low, and counterfeit products without legal authorization were popular, "even the mascots in Hangzhou shopping malls were all copycat." Ni Jing said.
So far, the domestic sports ip operated by Hangzhou Ford include Beijing Guoan Football Club, Shanghai Shenhua Football Club, Beijing Shougang and Shanghai Sharks. Not only that, Hangzhou Ford has also won two national technology ip's, China Moon Exploration and China Mars Exploration.
Hangzhou Fude began to try to sell the area around the World Cup through live streaming.
"Ice Dunes is just the beginning of the education market."
It is not easy for licensees to accurately predict market demand for peripheral licensed products when the event has a limited promotional cycle. For example, excessive stockpiling around the 2014 World Cup, or a shortage of stock before the start of Euro 2016, would affect the profitability of the business.
Hangzhou fude ceo Guo Zhihao said, this is not a follow the wind to make money people "pat on the head" business. "ip licensors operating heavy assets, the company from taking ip construction system, investment in human and material resources, are costs." This not only tests the company's control of the supply chain, but also the company's willingness to invest in marketing, "success is not easy."
