Catching Up With Lego, How Far Do Domestic Blocks Have To Go?

LEGO is a mountain in the building block field. A few days ago, LEGO released its mid-year financial report, showing that its revenue reached 27 billion DKK (about 25.1 billion RMB) in the first half of this year, up 17% year-on-year; net profit was 6.2 billion DKK (about 5.773 billion RMB), maintaining a stable level.

We do not know whether the domestic blocks have the ambition to catch up with LEGO and surpass LEGO, but the media and many consumers will always compare the domestic blocks with LEGO, and will ask the question of "whether the domestic blocks can recreate a LEGO", and will also emphasize that the domestic blocks are welcomed and affirmed by many consumers as a "flat replacement".

From the feedback of the channel, the overall sales of domestic building block market is relatively stable, individual design features of products such as Villeroy & Boch's Duck Ya toaster, IP licensed products such as Bruco's Otter Hero - Block Man Blind Box, Enlightenment's Otter Hero Pocket Block Man, original products such as Little Lupin's military series, etc. are outstanding sales.

Compared to the stable sales, the stability of the quality of domestic blocks is less. Although over the years, domestic blocks have been improving the accuracy of the mold, strengthen quality control, but the criticism is still the quality of the problem - block bite when tight and loose phenomenon occurs, and even a product in the same particle bite tightness are different.

Nowadays, domestic blocks are committed to volume theme, volume design, but in terms of quality, quality control but seems to be not enough volume. If the domestic blocks to the importance of the theme design to treat quality control, catch up and even beyond Lego may not just be a dream.