Thick Snow And Long Slopes, A Long Track Worthy of Deep Plowing

On the whole, the consumption of the entire domestic building block market is now active, reflecting the trend of increasing domestic brand power. The new brand is better at "renovating" building block products, re-matching production capacity with market demand, and finding opportunities around cultivating user groups.

 

For example, what has not been locked in time is the transformation of "brick mover during the day" into "dream maker at night".

 

"Deep cultivation of users" is the source of the brand's core competitiveness. "When consumers buy building blocks, in what scene do they play? With whom? What is the process and feeling?" The brand logic of the entire product development is deduced from the user's perspective. Including visual stylization, compatibility of appearance and playability, whether it can provide emotional value for relieving stress, concretely reflected in product display effects, packaging instructions, and even the duration of building, thereby optimizing the experience.

 

"The seemingly large amount of affordable bricks and the difficulty of building them may be an obstacle for a non-heavy enthusiast." However, it pointed out that the brand has an unwritten R&D rule that the entry-level building time within 100 yuan must be controlled within two hours.

The return of the user-oriented strategy is directly reflected in the sales volume. In the past two years, the average growth rate of sales in the Tmall channel has reached about 400%.

 

In addition to blockbuster products, unreachable brands are also enriching their product lines. By dividing product lines with different price levels and difficulty in building, and serializing themes, they guide users to get started and advance, which in turn drives repurchase and collection. The repurchase rate of some explosive series can reach 50%.

 

In the past, we looked at the domestic building block market, low repurchase rate, low customer unit price, dead cost materials, volume production, volume price; now more domestic building blocks are focusing on exploring brand growth paths, volume originality, and volume differentiation. But to tell another more complete trend story, national brands still have a long way to go.

 

In addition, there are still challenges for national brands that have grown up under the market perception of "cost-effectiveness" to break the inertia. Especially now that consumption attitudes are changing, and "excessive consumption desires" are reduced. Consumers who once sought after "excellent value for money" may now be more interested in "excellent value for money".

 

For domestic products, it is a challenge to further find the growth potential of "invisible experience" and "value addition". The continuity of popular models, the productization system and the user player system are the parts that deserve more attention in the future growth of domestic brands.

According to the data, the market size of the domestic building block industry will reach 20.6 billion yuan in 2021, and it is expected to grow to 37.3 billion yuan in 2026. Among them, Lego monopolizes more than half of the market share.

 

The building block category is still a long-term track with "long slopes and thick snow". The good thing is that domestic building blocks are already heading in the right direction.