The Price Advantage is Obvious, Can Domestic Building Block Brands Break Through?

After the news of Lego's price increase came out, some domestic building blocks immediately announced a price cut.

However, domestic building block brands are trying to explore their own advantages, and the most obvious trend is to keep up with consumers' preferences for national trends. In recent years, there have been more and more cases of building block toys absorbing Chinese IP. For example, Senbao Building Blocks not only launched a limited edition building block set with a palace style Mid-Autumn Festival, but also won the IP authorization of many popular domestic movies; Diffuse IP combined with Guochao architecture; Keeppley launched the Forbidden City series and China Aerospace series; Mingta launched Dahan Fengyun building blocks and so on. In the context of rising national tide consumption, how to make good use of local elements is becoming a major breakthrough point for domestic building block brands.

In addition, under the trend of toys + education, using building blocks as a carrier to develop more diverse ways of playing and integrating richer knowledge is also the direction for domestic building blocks to overcome. In addition to the two important factors of product safety and price, among the other factors that consumers consider when purchasing toys, fun is the primary factor, accounting for 40.4%; followed by education, accounting for 36.1%. Nowadays, the educational function undertaken in the family scene is becoming more and more prominent, and parents pay more attention to the educational attributes of toys. As far as building block toys are concerned, if they can achieve a closer integration of playability and education, they can not only accompany children's growth, but also take on the role of cultivating children's thinking and hands-on ability. Naturally, they have the opportunity to win more Many parents and children of all ages. In order to capture the needs of this group of consumers, domestic building block brands have also taken great pains to realize the dream of "toys + education". Previously, Wanger, Bangbao Puzzle, Brooke, etc. have all launched their own educational brands.

The national trend and education may become the two key elements for domestic building block toys to break through. However, if you want to truly gain a group of loyal fans and continue to attract consumers to pay, quality issues cannot be ignored. Some building block toy enthusiasts, after comparing Lego and some domestic brands of building block toys, said that the quality control of domestic brands still needs to be improved. The quality of each small part affects not only the experience during the assembly process, but also the assembly. post-aesthetics. Therefore, on the related topic page of "Looking for Lego replacements", many consumers also said that "as long as the product design is good and the hands do not hurt when assembling, the brand does not necessarily have to be Lego."

Judging from the data, the sales growth rate of domestic building block brands is obvious. And on its way to break through, capital also paid attention to it. In recent years, domestic building blocks have frequently harvested investment. The help of capital may add confidence to domestic building block brands, but it will undoubtedly bring a certain amount of pressure.

Next, in the face of increasingly fierce market competition, if domestic building block brands want to seize the opportunity, they need to take advantage of the help of capital and favorable policies to make efforts in IP development, original design, product technology, supply chain creation, and channel expansion. There is a better improvement in strength.