Young People, How Far Away Is It From The Freedom Of The Building Blocks?

In the opinion of Sun Yuanwen, founder and CEO of TOP TOY, there is also a huge dividend in China called the aesthetic dividend. "More and more young people, or consumers, are pursuing not an upgrade in consumption, but an upgrade in aesthetics."

When young people buy trendy toys, one of the most inseparable keywords for creating a more premium and personalised persona socially is "aesthetics". For example, the blind box originated in Japan, but the Japanese blind box design did not match the aesthetic of most Chinese people. Bubble Mart innovated and transformed the blind box, exporting a stable product that matched the aesthetic of the Chinese masses, before it started to develop into a popular category.

What is the motivation for young people to buy blocks from? One comes from the persona, for socialization, to meet the value of the circle and social culture identity, the pursuit of originality and scarcity of supply to meet the demand.

The core also lies in the value of having something that makes you happy. For building blocks, whether it is to play sentiment, just need or to please yourself, a good building block must be able to give you a unique emotional value and sense of experience. Just as emotions need to be expressed in life, people need a "perfect world" that they can build themselves. Block flower arrangements, doll pots and plants ...... so blocks become a companion, a way of life.

What more and more block brands are trying to do is to turn these emotions and needs into products, and to iterate on them.

From this perspective, the future benchmark and competition faced by block trend brands, in addition to category rivals, there are more categories that can become the development of user intuition, the same to meet the emotional value, such as wine, coffee, handbook, perfume and other related categories or large circle.

Another detail is that the domestic hipster game is young, so young that talent is hard to find. It is especially difficult for young brands to recruit people.

Simmy, the lead manager of the hipster brand Wheel of Pony, told Titanium Media APP that he probably needs to pick a few people out of 100-150 resumes, "I'm picking people who can listen to these things."

The overseas channels of the hip play track are gradually opening up, and more toys like the block category are slowly rising in production level, even if the production process is not too rolled up, but the current domestic consumer perception of hip play brands has not changed too significantly.

Block tide play new brand Keeppley general manager Zhan Kada said, for adult toys or tide play toy designers, in fact, the lack of is relatively obvious, the same in Chenghai will also face the same difficult to find talent situation.

The good thing is that in the process, some good points of change have also occurred. "At least whether it's the second generation taking over or say the new post-80s and 90s entrepreneurs, everyone is taking the leap with their own understanding of the times and redeveloping."

In an interview with Titanium Media App, TOP TOY founder and CEO Sun Yuanwen had made the point that hip-hop must be a universal activity in the future. "The rise of the lonely economy, spell Lego, enough lonely, enough economy, spell up to, the most complex one up to three months to spell. Young people's table with blind boxes, hand-me-downs, building blocks, this phenomenon has produced, and is rapidly sweeping in, this trillion space is our market capacity."

Young people, how far away is the freedom of domestic building blocks? Right now, amidst a trillion dollar blue ocean, domestic building blocks are capturing the desktop economy of young people. It might be a good idea to give the domestic trendy play blocks some more time and look forward to the next domestic "Lego" or "Bubble Mart" that will create a global social and cultural phenomenon sooner rather than later.