The global licensing community is powered by an incredible group of professionals whose diverse backgrounds and creative energy drive innovation and excellence. Each week we’re profiling one of these professionals in this ongoing series.

How did you get into licensing (or how did licensing find you)?
FIPO China was originated from FIPOGROUP in Denmark. We saw the development prospects of the licensing industry in China and started the business as FIPO China in 2012. We have always been following the philosophy of “driven by stories” and are committed to providing one-stop licensing service, including professional daily operations for intellectual property, brand management, creative strategizing, product design and development, marketing promotion, and more. After over ten years of efforts, FIPO has grown into the leading one-stop licensing service provider in China.

What’s a “typical” day in your current position?
My typical day is always with my team. I’m on calls most of the day. These calls encompass grasping the trends of the licensing industry, understanding the changes, and applying them to the business; maintaining relationship with licensors and licensees; analyzing the changing needs of both, and making strategies to meet their separate needs; optimizing our workflow, especially the process management of licensing projects; and striving to create value and empowerment for both parties to achieve a win-win situation. For specific projects, my team plays the lead role. The core management and I are the fortifier of FIPO, and we will always stand by when any assistance is needed.

What’s your biggest personal or professional accomplishment?
With more than 10 years of operations in China, we have maintained long-term and in-depth cooperation with over 120 brands and platforms, and have reached stable cooperative relationships with more than 1,000 well-known domestic and foreign licensors. Some of them maintain in-depth cooperation for five to eight years with us, some even for 10 years. Up to now, FIPO has presented more than 350 cases across apparel, beauty, food, FMCG, and other industries, which has won many licensing industry awards.

What are the most significant trends or changes that you’ve seen in the business in recent years?
As China’s economic strength increases and the domestic consumer groups change, a large number of brilliant original intellectual properties have emerged. The rise and development of local culture is unstoppable, and consumer needs are diversified now. This drives us to change the way we communicate with consumers. This is one of our tasks on how to better convey “driven by stories” as a concept, expressing the value of the brand together with the licensor and providing consumers with better interaction and immersive shopping experiences, which can resonate with and create emotional links to consumers.

What keeps you up at night? What’s your biggest challenge these days?
The licensing industry has developed into the 3.0 era. The licensing properties are assorted, and the consumers are not satisfied with simple licensing cooperation that only uses the basic images and graphics—they want more. We need to continuously explore the valued characteristics of the right intellectual property and integrate it into projects to strengthen the link between licensors, licensees, and consumers. At the same time, we will continue to deepen and upgrade services to achieve value on products in an entertaining way, providing better and more comprehensive services for licensors and licensees.

In your opinion, what is the top skill every licensing executive should have in order to succeed?
There are many key factors for success. The licensing industry involves all walks of life and touches the newest and latest trends on the market. This means licensing professionals need to always maintain their curiosity, because it not only drives us to continuously explore and think outside the box, but also improves our problem-solving abilities and makes us much more likely to learn and grow. Additionally, we cannot be impetuous or irresolute. Staying rooted in the industry, not being afraid of difficulties, tapping into your potential, and accumulating experience may create success.

What’s the best piece of advice you’ve ever received, or what’s your favorite quote?
“If you have confidence, perseverance, and courage, nothing will fail in the world.”

What is your favorite licensing deal of all time? (It doesn’t have to be one that was signed by you.)
The cooperation between ANTA and NASA is still fresh in my memory. In 2018, the aerospace craze has not yet prevailed in China, but we were convinced that aerospace and technology would be key trends in the following years. At that time, it was the hot issue about the InSight landing on Mars, so FIPO and ANTA used wormholes as the hi-tech core concept and released commemorative products with “Send Your Name to Mars” events launched by NASA. Based on the concept of a hypergravity space station, a gravity warehouse was set up in the Guangzhou landmark Xiaomanyao, and many KOLs were invited for a PR campaign. The cooperative products were all sold out of the ANTA flagship online store within three days, and the project exposure exceeded 800 million. It is worth mentioning that, as far as we know, this is the first apparel project in China to be confirmed by NASA.

If you weren’t in licensing, what would you be doing?
Personally, environmental protection and humanistic care are what I pay close attention to. I have been studying and participating in such activities with NGO these recent years. Both FIPO and myself will continue to pay attention to and pour our energy and resources into this cause, hoping to promote and spread these positive values, and make green consumption a part of public life in the future.

The last licensed product I bought was…
The merchandising of the Dakar China Experience, like camping chairs. This is because I personally very much appreciate the brand DNA and the ultimate experience it brings. Outdoor activities have deeply pervaded the Chinese people’s daily life. We have held the Dakar China Experience in many cities and launched a big project called ‘Dakar China Experience Center’ in the Urho region of Xinjiang on National Day, featuring fully integrated tourism, culture, and rally events. It takes full advantage of the natural environment in Urho, which perfectly matches the characteristics of the brand, to provide professional and premium service for self-driving and off-road driving amateurs. We hope that through the growth of Dakar’s events and experience groups in China, we can enhance the comprehensive industrial value of the area and expand its influence.