Why are Domestic Building Blocks Sold Out?

Volume Growth: Original Explosive Styles Attract Young Customers

"Domestic building blocks are growing rapidly, and the most prominent one is the adult line," Tmall pointed out. "Consumers have diversified demands for building block products, especially adult lines. exuberant."

 

Hobbies expand and they pursue unique and fresh products. In the past, some young people who didn't play with building blocks and didn't care about Lego turned into new customers.

 

Grasping the bonus of new customer groups is representative of "unreached building blocks". At the beginning of its establishment, the brand targeted the "generation Z crowd" and "decompression healing scene". In 2020, the first "True Good Shop" product was launched on crowdfunding, and the amount of crowdfunding exceeded the target amount by more than 30 times, breaking the record for the number of participants in the building block category of the platform that year.

 

After the team reviewed it, the key to the explosion of "What a Good Shop" is the psychological insight into "working women dream of owning a small shop": the whole series of products starts from the life scenes that are more familiar and loved by the target group, and improves the color , shape, material, and small Easter eggs in details, to sell the concept of a "dream shop" to lovers.

 

Lin Wei, the founder of Weiji, who is also a building block player, pointed out, "A large number of product themes on the market focus on the needs of male users. There are many themes in vehicles, ships, military, aerospace, and models, but from the perspective of female users, they are creative. , and trendy-themed products are still insufficient.”

 

Similar to this, hot products are often born in subdivided groups and interest circles.

 

The "Semi-Anatomical Astro Boy", which focuses on childhood feelings, sold out online, and "Jay Chou's animation image, co-branded by classmates Zhou" has become a collection of fans. Some young players who buy blind boxes and "eat official valley" (buy official peripherals) have also begun to include "little Liu duck joint name", "red heart beating Kulomi" and "fashionable character EMMA joint name" into their purchase list.

 

According to a report, in the past two years, "hobby consumption" has formed a certain industrial scale, and the main consumption demand of more than 70% of consumers is social demand, and the average monthly expenditure of interest consumption that contains social, self-pleasing and other emotional attributes accounts for 27.6% %.

 

Tmall Operations pointed out that in the post-epidemic era, online consumers still have high customer orders and new products for building blocks, but they have higher requirements for building block design and building experience.

 

Since about 2020, "consumer aesthetics" has been rapidly catalyzed: the influx of capital has spawned new consumption, commercial design has become more prosperous, IP joint names have become popular, and consumers have accepted a large number of original designs and aesthetics. In other words, consumers are better able to make choices.

 

In front of us are the dividends of consumption upgrading and the challenge of high-quality products.

 

About a decade ago, "the gears of fortune began to turn". According to a survey, the number of adult building block players increased by 65% in 2012, and the post-80s, post-90s, and post-00s became the main growth force. Adult players have grown significantly, prompting traditional brands to move from the children's market to "all ages". However, there is really little market volume, but it has concentrated on breaking out against the trend in the past three years.

 

For example, not long ago, the interactive puppet building block "Pinocchio", which became popular on the Internet, turned the puppet building blocks in fairy tale characters into blocks, and created a "interacting with strings" gameplay with a dynamic structure. Only topics related to Xiaohongshu have 30 million views.

 

Another "Time Machine" series introduces street scenes of life in the 1980s and 1990s, such as "pancake stand" and "Tongzilou with a canteen". Although it is also a popular retro card, the material is more refreshing. The crowdfunding of the product finally achieved an income exceeding 60 times the target amount.

 

An original and super-explosive product can quickly change a rookie brand from "small and transparent" to "the light of domestic products" that is popular on social media.