Low Price,Homogenization Is Serious, How The Brand Breakthrough?

Domestic blocks have a bright future, the market potential is huge and sustainable mining, has become the industry consensus. However, the domestic blocks will also face an indisputable fact, LEGO's education of the market for a long time, want to stand out from it, is not an easy task. It is reported that this year, Lego decided to raise prices worldwide. Among them, China part of the set of products since August 1, 2022 began to increase, Europe and other countries in September began to increase prices rose between 5% and 25%. Involved in price increases of more than 100 products, an increase of about 5%-25%.

It is worth mentioning that at the same time as the price increase in LEGO, some domestic blocks announced a price reduction, on July 30 this year, the trendy play brand TOP TOY under the name CREATIVE announced that its "Chinese blocks" has been on the shelves of the trademark product price reduction of 5% -25%, effective immediately.

From the market development point of view, LEGO in the building block market is dominant, but from the point of view of product form, LEGO product categories are not exhaustive, such as military IP is considered the focus of the building block IP series, but LEGO took the initiative to give up this kind of IP, which undoubtedly gives each toy enterprise the opportunity to grow hard.

Obviously "building blocks + IP" play has become a major trend in the trend market. However, this trend has led to the rise of popular IP, along with the increasing homogeneity of the product, in-volume competition is fierce.

We take the aerospace culture and creativity class blocks as an example, according to incomplete statistics, the China Aerospace Science and Industry Group "aerospace culture and creativity" IP licensing companies involved in as many as seven, including Ao Fei Entertainment's Wise blocks, Senbao blocks, Enlightenment blocks, Bangbao blocks, Keeppley, Le Cube, card building blocks, etc.. Both the shape and design, or the price gap between products is not large.