Domestic Building Blocks, Is Redefining The Tide Play

Mortise and tenon is the core, block is the form. Building blocks have a similarity with traditional Chinese ancient architecture. The first step to understanding building blocks is to understand traditional ancient architecture. The beauty of the components of mortise and tenon blocks, the wisdom of the ancients, is actually the process of building and designing blocks that link everything in a thousand different ways.

When a millimeter-sized building block part is integrated into Chinese manufacturing and Chinese culture, it is called the real "Chinese building block". However, the "Chinese building blocks", which purely symbolize the spirit of Chinese craftsmanship, are difficult to break through in the market in terms of sales and scale.

In the supply chain end, the past 20 years, "toy capital" Chenghai toy industry chain upgrade development rapidly. Toy factories from automatic upgrade to intelligent. Whether it is the quality of Goldsmith's raw materials, the accuracy of mold opening, or the entire automated product line, from block toy assembly, sub-assembly production, design, development to branding, are approaching international standards.

If you shorten the time again to five or six years ago, block tide play new brand Keeppley general manager Jen Kada said that the production of toys there is a solution to the problem of mold accuracy of a device, the price of more than 1 million, this type of equipment in 2015 and 2016 or so, in the Chenghai side of a unit is not, and today the number may exceed 100 units. 

However, most of the tide play blocks on the market is still borrowing from the explosive products on the market, ignoring the original, product homogenization is serious. Domestic trendy blocks to come out of a different way, it is necessary to establish their own talent standards, design ideas, and genuine authorized IP to cooperate and redefine the tide play.

In 2012, when LEGO entered China in a big way, the founder of Senbao blocks Lin Zezhe saw the dividends of the block market, when he was still doing export toys, he decided to start a second business, took out several sets of their own house to loan, only wholeheartedly switch to do the block category. 2019 early, Senbao look at film and television, military, aviation, museum direction of IP cooperation, after several " After a number of "trial", all the way to take the wandering earth, Shandong ship and space IP.

More and younger hipster gamers also saw the opportunity to enter the game. 2020 at the beginning of the outbreak, the home to put together blocks became a consumer demand point. Huo Bingquan and his founding team came up with the idea of making a local original Chinese block brand, and soon, the idea got off the ground.

High-tech, Internet, advertising 4A...... practitioners from all walks of life, "put together" the Punch brand team, but not the toy industry. But Huo Bingquan said they have one thing in common - "we are all deep block enthusiasts."

Compared to the serious homogenization of visual aesthetic fatigue, block tide play enthusiasts are often enthusiastic about LEGO "monopoly" of Harry Potter, Star Wars, Disney and other classic film and television IP works of the Western set.

Seeing this, Punch decided to start from the adult-oriented and "collectible blocks", co-branded "Iron Arm Astro", the national comic "Spirit Cage", "Sherlock Holmes", Xiaopeng car, last year launched the national trend phenomenon "collectible blocks" Astro see-through mech products, MOC to P-BOX series, and mahjong series, and return to the Chinese market in the local excellent, the ultimate sentiment of film and television works IP, recently created the Wu Lin Wai Chuan Tong Fu Inn classic IP co-branded building blocks.

Tmall trendy toy industry leader Min Ruo told Titanium Media APP, Chinese quality manufacturing + Chinese culture (Chinese design), defined the Chinese blocks, which has become the development direction of the national tide blocks. This is also the mainstream innovation direction of the current domestic block tide play: through scene restoration, including secondary trendy creation, cooperation with the national tide IP, the second creation of well-known or classic IP to differentiate the competition, re-examine the definition of trendy products.