Gifts / Sports & Toys

"What brand of domestic bricks did you buy recently?" "How many domestic brick brands do you know?" If these questions are left to ordinary consumers, most people may be confused.

Building block toys, enlightenment and puzzle, strong playability, high user stickiness, suitable for all ages, are one of the most popular toy categories in the global market.

In recent years, domestic building block companies have sprung up. Their investment in production, research and development, marketing and channel expansion have led to the continuous expansion of domestic building block market shares.

But for ordinary people, the recognition of domestic building block brands still seems not high...

▌The value of domestic building blocks continues to increase

At present, my country's building block market is "a hundred flowers blooming". Chenghai, Guangdong is the gathering place for most domestic building block brands. There are many companies and brands engaged in building block production, research and development, and sales. From the perspective of enterprise production, research and development, products, planning and other information: my country's building block industry has entered a mature and rapid development period, and there is still a large room for development in the future.

In the production process, domestic building blocks still have uneven quality. However, detailed problems such as loose or tight occlusion of building blocks and edge burrs, which were often criticized by consumers in the past, have been greatly improved with the improvement of mold development technology. According to "Chinese and Foreign Toy Manufacturing" report: Building blocks belong to a class of toys with more standard parts, so most of the building block companies have carried out automated and intelligent upgrades. Due to the introduction of automatic equipment in production, many factories have increased production capacity, reduced labor input costs, and ensured product quality.

At the same time, many building block companies have spared no effort to enhance the value of their products in various aspects, such as particle size, appearance, and functional gameplay. They are all blooming, each has its own splendor: the size of building blocks includes large, medium, small, and micro/ The mini particles are divided to meet the different needs of children to adults; appearance modeling, with various IP blessings, involving animation, film and television, military, cultural and creative fields, such as "Doraemon", "Pokemon" "Hello Kitty", "Nezha", "Wandering Earth", "Ultraman", "Aerospace Cultural and Creative", "Shandong Ship", "Forbidden City", "Little Pig Page", and "My Emperor Wanshui" have become the IP of the building block companies competing for cooperation; In terms of function, there are pure furnishings that pursue high beauty and high degree of reduction, such as various ancient buildings, traditional cultural themes, etc., as well as daily objects that integrate practicality and usability, such as building tables, pen holders, storage boxes, etc.

Senbao's Shandong ship aircraft carrier model was exhibited in Guangzhou a few days ago

In terms of channel construction, in addition to traditional sales channels such as wholesale markets, supermarkets, and shopping malls, many domestic brands are actively exploring new channels. For example, focus on the layout of trendy boutique channels such as MINISO, TOPTOY, Chaopin Zhishang, and Kule Chaowan; emerging e-commerce channels such as Tencent Video Caochangdi, iQiyi Mall, Membership Purchase at Station B, and parent Special channels such as infants, bookstores, high-end supermarkets, social e-commerce and corporate customization. Compared with international brands, domestic building blocks have been tapped deeper, and product visibility has already far surpassed Lego.

▌How does the brand stand out from the fierce competition?

Although more and more domestic building block products are praised for their high cost performance and distinctive design, when it comes to building block brands, many consumers naturally think of Lego, but they don't know much about domestic building block brands. At one time, Lego was even synonymous with building blocks.

Fortunately, more and more building block enthusiasts and players are now buying domestic building blocks and are willing to support domestic building blocks.

The "Chinese and Foreign Toy Manufacturing" magazine recently conducted a "Survey on Domestic Consumers' Preference for Buying Building Blocks" on social platforms such as building block posts, forums, WeChat, Weibo, etc. The reporter listed as many domestic building block brands as possible on the questionnaire, but many consumers still added some new brands, which shows that consumers already have a certain degree of recognition of domestic building block brands.

Keeppley's Onmyoji building blocks

A person in charge of the building block brand said frankly that the current domestic building blocks have reached the international level in terms of concept, factory equipment, product development, and IP authorization applications. Compared with international brands, the advantage of domestic building blocks lies in cost control, which is truly cost-effective. In the face of increasing market demand, the building block market still has a lot of room for development.