Become Lego's Flat Replacement Is Not The End Of Domestic Building Blocks

A reality is that, domestic blocks to get out of the circle and not just stay in the classic IP secondary creation. Analogous to the Lego blocks system is the most classic little man sequence, in addition to IP co-branding authorization, domestic brands also want to create their own tide play blocks concept.

From the perspective of the channel, building block brand offline traditional channel battle mainly lies in the fight price, fight the relationship with the dealer. Online e-commerce platform, block brands are easier to make brand, but also easier to tell their own story.

The first step in the "building block" story is to create demand, TOP TOY founder and CEO Sun Yuanwen put forward the idea that consumers often have a demand for toys, but he does not know it. "TOP TOY team has collected a lot of emotions of reminiscing the past in Xiaohongshu and Weibo. top toy hopes to turn this emotion into products, create consumer demand and generate greater explosive power."

After the branding of TOP TOY online, which mainly focuses on offline hip-hop stores, the washing machine and refrigerator remembered by the 80s and 90s as children were recently made into retro home appliances series of building blocks products to launch the market, triggering emotional resonance. In essence, from last year's double 11 to date, the Punch launch of the collection of building blocks set Astro Perspective Mecha, Wu Lin Wai Chuan Tong Fu Inn sales explosion, to a certain extent, is also to arouse the 80, 90 consumers "memory of killing".

Market hotspots, topicality, emotions and application scenarios are the keywords that block brands need to consider to create new content. In addition to this, the brands also have to "roll up" on the brand premium.

On the one hand, compared with Lego moving thousands of thousands of dollars of block products, a few hundred dollars of domestic block brands with high cost performance. Most of the domestic blocks are also attracted to just get started, want to find "Lego flat replacement" of young users.

Sambo blocks general manager Lin Zezhe said, wandering earth from the signing of the IP to the market is 45 days, LEGO a project, it takes at least a year. But the price of Senbao and Lego than there is a big gap. This is the advantage of domestic building block brands - more cost-effective and more efficient supply chain, will become a breakthrough point for consumers to achieve "domestic building block freedom".

But become a "Lego flat for" will not be the end of domestic blocks. In the pricing discourse of higher-order products, domestic building block brand brand premium has never occupied a strong position.

Block toys are mostly scene sets, the design needs to consider storytelling, compatibility, authenticity and other multiple perspectives. Compared to the tide play blind box such products, more difficult, longer design cycle. Building blocks advanced products of small particles, accessories and build difficulty complex, but also very test strong design skills and mold production accuracy.

From imitation to originality, the domestic block brands in the quality, IP creation has been greatly improved, in the more careful feel, gloss, transparency and other details of high-end product design process, from the first-line brands there is a gap.

Block brands need to do the next step is a higher standard process mold and automated production process, but also in the pursuit of "elegant" and cost-effective choice between.