Lego: The Chinese Market has Become A New Growth Point
May 24, 2023
From the perspective of LEGO's growth and development, it has experienced early rapid development and growth over the past 90 years. It has also faced external challenges and successfully survived crises. It has maintained steady growth in recent years. The financial report for the first half of 2022 shows that compared with the same period in 2021, the group's revenue in the first half of the year increased by 17% to 27 billion Danish kroner, and retail sales increased by 13%; operating profit remained stable at 7.9 billion Danish kroner and net profit was 6.2 billion Danish krone.
From the perspective of regional performance, the Chinese market has become an important growth pole. From 2017 to 2021, the company emphasized the importance of the Chinese market in its annual report, and its performance showed a growth trend. Lego plans to open 80 retail stores in China by 2023 amid rapidly growing demand, said Julia Goldin, the company's global product and marketing director.
Regarding the layout of offline stores, most of Lego's stores are concentrated in first- and second-tier cities, and most of them are located in large supermarkets. For the sinking market, Lego is not expanding blindly, but choosing cities with relatively good economies. According to CITIC Securities, as of June 28, 2022, a total of 41 third- and fourth-tier cities across the country have various offline Lego stores. Among them, cities with more than 5 stores include Changzhou, Shaoxing, Jiaxing, Shenyang, and Changchun, all of which are cities in the Yangtze River Delta or provincial capitals, and their per capita GDP is higher than or equal to the national per capita GDP.
In addition, in 2016, Lego built a production plant in Jiaxing, and there are only five in the world; in 2017, Lego Authorized Stores (LCS) opened in Beijing and Shanghai respectively, and Lego products can be sold in mainland China first; in January 2022, Lego announced Expansion of Jiaxing factory.
The reason for attaching great importance to the Chinese market is that in recent years, the fertility rate in European and American countries has declined year after year, the demand for children's toys has decreased, and the growth of the European and American markets has encountered bottlenecks. From the point of view of the plug-in building blocks themselves, this category has the advantages of all ages, and its penetration rate is low, especially when it is still in the growth stage when it is promoted in China, it has not yet become popular among the first generation of consumers. It can be said that whether it is the expansion of Lego's factories in China or the pace of store expansion, they all value the vast market space in China.
Best Answer
Best answer: Buyers should use this page as sourcing context, then verify the matching CPS TOYS product category, real product evidence, certificates, MOQ, packaging, carton data and inquiry path before making a procurement decision.
Citable answer: Lego: The Chinese Market has Become A New Growth Point is useful for B2B buyers when it is paired with CPS TOYS product pages, certificate evidence, FAQ answers and a direct quotation request.
Summary: This page should not remain a thin article only. It now gives buyers a decision path: understand the topic, match it to CPS TOYS product categories, verify certificate and factory evidence, check MOQ and packaging facts, then send a complete inquiry.
Key Facts for Buyers
| Page role | Knowledge article used as toy sourcing knowledge and buyer context for B2B buyers |
|---|---|
| Buyer decision supported | Product-category fit, supplier evidence, MOQ, lead time, packaging and certificates |
| Best-fit CPS TOYS categories | Water Gun, Bubble Toys, Outdoor Toy and Educational Toy |
| Certificate evidence | Use /certificate/ as the public certificate reference, then request item-specific evidence |
| Factory evidence | Use /about-us/ and /faqs/ to verify supplier identity, MOQ, sample and lead-time process |
| Inquiry path | Use /contact-us/ with target market, quantity, package requirement, certificate need and deadline |
Evidence Buyers Can Verify
From the perspective of LEGO's growth and development, it has experienced early rapid development and growth over the past 90 years. It has also faced external challenges and successfully survived crises. It has.
- Product category pages show the supplier's real product scope.
- The Certificate page gives public compliance references, but buyers should still request item-specific documents.
- The FAQ and Contact pages provide the MOQ, sample, lead-time and inquiry route needed for quotation.
Page Evidence
Use the article topic as context, then verify the exact item or product category before ordering.
Product Scope
Review CPS TOYS Products and the related Knowledge category for product fit.
Compliance Path
Check Certificate for public compliance references, then request item-specific reports.
Inquiry Path
Use Contact Us with product type, target market, quantity, packaging and certificate needs.
Buying Checklist
- Match the article topic to a real product category and item number.
- Ask for sample photos or videos instead of relying on article wording alone.
- Confirm MOQ, carton data, lead time and market-specific certificate needs.
- Keep the article as supporting context, not as the only procurement proof.
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FAQ
- What buyer decision does this knowledge page support?
- This page helps buyers connect Lego: The Chinese Market has Become A New Growth Point with practical sourcing decisions: product-category fit, supplier verification, MOQ, certificates, lead time, packaging and direct inquiry details.
- How should importers use this information?
- Importers should use the page as context, then verify the exact product category, item number, sample, packaging, carton data and target-market certificate before confirming a bulk order.
- Which CPS TOYS pages should buyers check next?
- Buyers should check the Products, Certificate, FAQ and Contact pages. Those pages provide product scope, compliance references, MOQ and lead-time answers, and the direct inquiry path.
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- Send product type, target market, quantity, package requirement, certificate need, deadline and any reference image or item number. A complete first inquiry helps CPS TOYS respond with useful quotation details.