On April 18, the 6th Beijing International Film Festival - Chinese Film Merchandising Industry Summit was ceremoniously held at Beijing International Hotel. It is the first summit for Chinese film merchandising industry, which is sponsored by the Organizing Committee of Beijing International Film Festival (BJIFF) and organized by China Film Co., Ltd. Wang Ning, vice mayor of Beijing, Li Chunliang, director-general of Beijing Municipal Bureau of Press, Publication, Radio, Film and Television, Han Yu, deputy director-general of Beijing Municipal Bureau of Press, Publication, Radio, Film and Television, Bian Jianguo, associate counsel of Beijing Municipal Bureau of Press, Publication, Radio, Film & Television and other leaders were present. Chairman La Peikang, general manager Jiang Ping, deputy general manager Fu Guochang, CFO Gu Qin, secretary of Discipline Inspection Commission, Zhang Yuejun, deputy general manager, Zhou Baolin attended the forum. Additionally, leaders of cooperative companies and representatives of cinema circuits, including Feng Wei (vice-president of Asia Pacific Region of the Motion Picture Association of America), Hou Zhiming (president of Emei Film Group), Hu Qiming (chairman of Lumière Pictures Co., Ltd.) and Geng Xilin (executive vice chairman of China Film Distribution & Exhibition Association) were present by invitation. People from all walks of life gathered together to discuss hot topics of the film merchandising industry, exploring on how to develop the market of Chinese film merchandising industry.

　　Beijing Vice Mayor Wang Ning delivered a speech on the film merchandising industry, pointing out it is of great significance to vigorously develop the film merchandising industry. He stressed that, developing the film merchandising industry needs to extensively integrate resources, strengthen international exchanges and cooperation, and attach importance to industry research and training of qualified personnel for the industry.

　　Super guest lineup, with dozens of domestic and overseas leading figures present at the summit

　　While its film box office is advancing rapidly, Chinese film merchandising industry has gradually been developing strong since 2015. Considering market requirements from the perspective of consumers, or from the perspective of the industry development, the blue ocean of Chinese film merchandising market has become a focus of attention and capital convergence. Chinese film merchandising industry is hailed to be a gold mineral untapped.

　　The summit invited dozens of Chinese and foreign experts, scholars, insider representatives from the filmdom and film merchandising industry, among whom, guests of Chinese side appearing on the stage were: Bill Kong (president of EDKO Film Ltd.), Ni Yuehong (vice president of Beijing Film Academy), Ye Ning (CEO of Huayi Bros Pictures) and Jiang Defu (General Manager of China Film Co., Ltd.); guests of foreign side appearing on the stage were: Bianca Lee (Managing Director in China, Hong Kong, Taiwan and Southeast Asia of Consumer Goods Department of Warner Bros), Jeffrey Godsick (president of Consumer Goods Department of 20th Century Fox), Mark Caplan (president, Consumer Products of Sony Pictures), and Xie Dongjun (managing director, China of Zinc Group Australia). Moreover, about 400 representatives from domestic well-known cinema circuits, film studios, major suppliers, product R&D and design companies were invited to attend the summit. The summit conducted discussions on the development trends of Chinese film merchandising industry, the market difference between domestic and foreign film derivative products and the development and copyright protection of Chinese film derivative products. Sino-foreign guests carried out in-depth analyses on opportunities and challenge faced by Chinese film merchandising industry, discussed feasible paths for Chinese film industry to transform from box office economy to merchandising economy, and proposed a blueprint to further improve Chinese film industry chain based on development and prosperity of film merchandising industry to guide comprehensive upgrade of Chinese film industry.

　　Granting letter of appointment, boosting training of qualified personnel for film merchandising industry

　　In 2015, China Film Co., Ltd. joined hands with Beijing Film Academy to establish “Chinese Film Merchandising Industry Institute”, aimed to give full play to high-quality resources of both sides in industry-university-research cooperation, conduct training of specialized talents, strengthen fundamental researches in terms of industry research, product design, market development, policy support, and copyright protection, and build an integrated national industry-university-research cooperation platform for the film merchandising industry, ensuring the quality of personnel training and providing academic support for Chinese film merchandising industry. At the summit, Mr. Ni Yuehong, vice president of Beijing Film Academy and president (concurrently) of Chinese Film Merchandising Industry Institute, and Mr. Jiang Defu, general manager of Marketing Company of China Film Group Corporation and vice president (concurrently) of Chinese Film Merchandising Industry Institute, granted letters of appointment to six guests on the stage, officially engaging them as visiting professors of Chinese Film Merchandising Industry Institute and hoping they will work together for training of qualified personnel for film merchandising industry, further promote the prosperous development of Chinese film merchandising industry, which marked that Chinese Film Merchandising Industry Institute has a stronger teaching faculty.

　　Multi-angle exhibition of creative videos, comprehensive analysis on potential value in the film merchandising market

　　The launch of the summit, alternated with video playback, turned to be a highlight. The video was presented in series, including Prelude, Industry Observation, Practitioners, Consumers, which, through a comprehensive overview of the status quo, tendency and problems of Chinese film merchandising industry from multiple perspectives, played a role in sorting out the content and guiding the discussions, displacing the traditional pattern of leader’s speech and MC’s scrip with an effective and vivid way. It was edited and produced based on interviews with directors such as Huang Jianxin, Raman Hui and Lu Chuan, film and television investors, cinema circuits, specialists, scholars, practitioners and consumers, fully demonstrating the status quo of and outlook on Chinese film merchandising industry, tapping the huge potential value of Chinese film merchandising industry.

　　China Film Co., Ltd. "CINEHOME" series of products exhibition, with more than 100 fascinating hot products

　　It has been an important strategy of China Film Co., Ltd. to enter the film merchandising industry. As a national team and a leading enterprise of Chinese film industry, China Film Co., Ltd. intends to give rein to its brand advantages, whole industry chain advantages and advantages of integrated resources, tapping the big market of Chinese film merchandising industry, promoting substantial development of Chinese film merchandising industry. In 2015, China Film Co., Ltd. established a professional company for its operations in the film merchandising industry. It organized a professional team, and applied for registration of an exclusive film derivative brand – “CINEHOME”, which has cooperated and conducted negotiations with domestically major film institutions, six major film companies in Hollywood, and famous film companies from Japan, Republic of Korea, India, France and Russia in the field of the film merchandising industry. At the same time, product R&D amd design force construction, and online and offline marketing channels are underway, as well. The derivative exhibition area set up in the Sunshine Hall is another highlight. As the organizer of the summit, China Film Co., Ltd. exhibited its derivative brand – “CINEHOME” series of products on the site: Batman, Superman, Star Wars, the Disney Princess series, Monster Hunt, Monkey King: Hero is Back, Kong Fu Panda, amounting to over 100 hot products. The establishment of the exhibition area echoed with the summit, expanding the content of the summit. Abundant and interesting interactive forms were well received by the guests present.

　　Just as Chines film merchandising industry which has just started, the summit is merely a beginning to focus on and discuss Chinese film merchandising market. Through in-depth discussions at the summit, we have got an idea about the huge potential value and development prospect of the film merchandising industry, making clear difficulties and challenges in the process of the development of Chinese film merchandising industry, which is a symbol for Chinese film merchandising industry to set sail, and an imprint for Chinese film industry to explore its way of development, as well.