On the second day of the Dragon Boat Festival, Lego Hangzhou was robbed of madness again! At 10:00 a.m. on June 25, Asia's fourth LEGO flagship store opened in Hangzhou's Hubin Famous Street. According to the reporter's on-site direct attack, some Lego fans in order to grab their favorite Lego toys for the first time, as well as the opening of limited edition giveaways, there were hundreds of people waiting in line for the rain overnight at the door, and there were number one fans who bought nine sets of toys in one go, and finally went to check out under the support of passers-by. This kind of news is not common since the beginning of the epidemic, what is the charm of Lego to make Chinese fans brave the epidemic to stay on the front line of the rush?
At present, the LEGO Group has three brand flagship stores in China, one in Beijing and two in Shanghai. In addition, there are more than 160 brand retail stores in China, which are distributed in more than 40 cities across the country. The latest series currently on display in the LEGO flagship store is the Goku Series, which premiered globally in Shanghai on May 15. This category is the first LEGO Group product to borrow from the design of Chinese classic masterpieces, and there are currently eight models released, priced from 299-1599 yuan. And people who like this series are mainly concentrated in the 80s and 90s. This is also the reason why LEGO can become the No. 1 in the toy industry, its series not only contracts the childhood of many children, the youth of teenagers, but even covers the classic memories of many adults.
The earliest LEGO company was founded in Denmark and has a history of 86 years. Why is it so hot now? This has to start with its golden signature LEGO. The use of the trademark "LEGO" began in 1932, its language comes from the Danish word "LEg GOdt", meaning "play well", and the name quickly became synonymous with quality toys produced by LEGO in its toy factory in the Billund area. Lego was not only founded early, but also advocated a very advanced concept. Children like to play with blocks because they can get a sense of accomplishment the moment the blocks are set up. And the way of "doing middle school, playing middle school" is very appetizing to them, and students do not feel that they are in class at all when they are in class, but just play in another way. Not only children but also mature adults, everyone likes the sense of accomplishment from scratch. By doing this you can gain confidence.
There may be many people who do not know that Lego is not a public company, but a private company. As of March 4, 2020, LEGO announced revenue of 38.5 billion DKK in 2019, or about RMB40 billion, an increase of 6% year-on-year. In the national market, the Asia-Pacific market is Lego's fastest-growing market, with revenue in The Asia-Pacific region reaching approximately 6.7 billion DKK in 2019, up 22% year-on-year. Why do Asians love to play Lego so much? In China, it is estimated that no piece-apart toy can do the same as Lego. Each LEGO brick has an error of one hundredth of a centimeter, and there are three re-inspections in the processing process. Whether it is material, color, or preservation, all regulations are 100% implemented. And all kinds of scenes in Lego toys are personally experienced by designers, from the outside to the inside, from large to small, the entire building and character plot is written down, basically can restore the prototype. And LEGO has more than 1300 shapes, each of which has 12 different colors, mainly red, yellow, blue, white and black. If you have six eight-piece raised box Lego bricks, these six bricks can build more than 102,981,500 combinations, which is far beyond the range of a normal toy combination, let alone an adult, even Einstein's reincarnation can not play.
In addition to making toys, Lego's way of promoting himself is also very strange. As indoor playgrounds, the "LEGO Discovery Center" and "LEGO Theme Park" are also blooming all over the country. In the 3,000㎡ space, 10 theme areas include lego factory tours, DUPLO farms, castle adventures, magic turntables, LEGO 4D cinemas and LEGO creative studios with LEGO model builders. And for adults, Lego directly becomes the brand IP, what Lego movies, Lego animation, Lego games. Today's Lego is far from a simple workshop for making building blocks and toys, but has become a huge toy empire spanning the film, television, games and other industries like Marvel. This cross-industry marketing model directly infiltrates Lego's culture into the public's life scene, but his presence has become a part of our lives.
The Beijing News once used this sentence in the report to summarize the success of lego movies:
Beijing's Beijing News once said:
"The versatility and cuteness of the LEGO components have produced a wonderful chemical reaction between the classic characters of Hollywood blockbusters and lego toys, creating a dream LEGO movie world, using LEGO villains to interpret new original plots and character settings, sublimating a children's toy into the ranks of collectibles, bringing a lot of new fans to this old IP, making it an unprecedented commercial success." In fact, the success of a brand is very simple, that is, the time to precipitate and the timely innovation. This entrepreneurship is the same, as long as it can withstand the test of time and the tempering of customers, in order to get rid of the dust and become new. Of course, choosing the right incubator is also very important! It's like Lego chose Hollywood right and you chose us right.