Gifts / Sports & Toys

Speaking of the rising star of the building block circuit, Shanghai Bruco Building Blocks Technology Co., Ltd. (hereinafter referred to as "Bruco Building Blocks") is bound to be on the list. Bruco Building Blocks officially launched the building block product in 2017, and in just four years, the brand "Bruco" has gained fame and achieved good sales through multiple channels online and offline. Official data show that Bruco's 2020 performance increased by 232% year-on-year. Why can we achieve such a result? Bruker's innovative gameplay in product and marketing gave the answer.

▌Multiple layout creates product value

In May of this year, Bruker Building Blocks announced a strategic cooperation with Hasbro, and obtained the authorization of its three blockbuster IPs, "Pig Page", "My Little Pony" and "Ricky Chong Chong". Among them, the "Little Pig Page" series of new products will be officially unveiled at the 2021CBME Maternity and Infant Exhibition on July 14. "This is a product developed by Bruker for mothers and infants. By restoring classic scenes in cartoons and combining with the concept of early education, it enriches the product content and increases user interest points." Bruker President Sheng Xiaofeng told reporters, In the future, Bruker Building Blocks will continue to expand IP cooperation and launch a series of products suitable for different groups of people. For example, as a partner of China's aerospace industry, Bruco Building Blocks will work with China Aerospace Foundation to launch small-particle aerospace building blocks for children of older ages; in conjunction with Forbidden City IP, it will launch Chinese cultural and creative building blocks for people over 18 years of age.

Peppa Pig Series-Peppa's Boat Party

In fact, before cooperating with external IP, Bruker Building Blocks has already explored ways to build products with its own IP. Created by the animation "Team Bruco", "Team Bruco Series-Variety Combat Fighter" reproduces the three protagonist models in the animation, which not only vividly restores the skills of the protagonist car in the animation, but also can combine and fight. A super-large robot is a typical representative of Bruker's product features of "easy to assemble, interactive, and versatile". "After the launch of this product, market feedback has been very good, and it won the first place in toy R Us single product sales in this year's New Year and '61'."

Bruco Team Series-Variety of Combinations

It is reported that Bruker Building Blocks is striving to expand the product matrix through content such as “IP”, “Early Education”, “Culture”, and “Science and Technology STEAM” centering on “Building Blocks+”. In addition to the above-mentioned IP representative products, there are many other types. On the eve of the Spring Festival this year, Bruker Building Blocks launched a building block called "Creation Master Series-Happy Chinese Barrel". The theme is traditional Chinese festivals and the highlight is Chinese style. A set of building blocks can be assembled into three main scenes. -There are as many as 50+ styles in the Spring Festival "Chinese New Year", Dragon Boat Festival "Dragon Boat Race", and Mid-Autumn Festival "Walking in the Moon Palace". Sheng Xiaofeng said that this product is a gift box jointly customized by him with Tmall and Alibaba design, and it will be released on Tmall Super Rookie Day in limited quantities, with a sales volume of more than 20,000 sets. "This product uses building blocks to interpret traditional Chinese culture and customs. Children can gain a deeper understanding of the country's traditional culture through the main scene and the ever-changing construction, and at the same time establish cultural self-confidence."

Creation Master Series-Happy Chinese Barrel

In terms of technology products, Bruker also innovatively designed the "Technology Interactive Series-Hydraulic Manipulator" and "Hydraulic Excavator", integrating the STEAM concept into the product, and for the first time adding a hydraulic device to the building blocks, which is the surface of Bruker. A product upgrade for the 6+ crowd.

Science and Technology Interactive Series

"With the continuous expansion of the product line in recent years, Bruker blocks have covered different types of blocks such as super large, large, small, etc. In the future, they will also subdivide the needs of target consumers and match products of different themed types." Sheng Xiaofeng told reporter.

▌Global marketing empowers brands

When talking about Bruker Building Blocks, many distributors praised their marketing planning and layout. It is understood that Bruker Building Blocks has been placing a large number of advertisements on CCTV and Focus Media (elevator media) to maintain brand potential. At the same time, it is constantly exploring newer marketing models under the new media environment.

Cooperate with channels to promote. According to Sheng Xiaofeng, Bruker's key marketing strategy this year is to actively promote brands and products through joint cooperation channels. "Online, in the first half of the year, we have cooperated with Tmall’s two major marketing IPs-Tmall Super Rookie Day and Tmall Small Black Box Super New Product Day. This has not only increased new customers, but also deposited a large number of potential customers. Offline, We will use the resources of Toys R Us, Kidswant and other distributors to increase promotion activities in the atrium of shopping malls. During the “Six Day” event, we will build a brick park in major cities across the country to strengthen offline contacts and Building brand awareness. In addition to deploying toy retail outlets, we will increase the expansion of maternal and infant channels this year."

Tmall Black Box Super New Product Day

Enable star strategy. In May of this year, Brooke Bricks officially announced Wang Ziwen as an ambassador for play. When Bruker's hydraulic manipulators and hydraulic excavators were launched, Wang Ziwen was invited to the site to participate in activities and recommend products. Sheng Xiaofeng told reporters that through the celebrity effect, while linking the resources inside and outside the station to plant grass circle powder, the sales volume of hydraulic manipulators and hydraulic excavators reached 15,000 sets in 24 hours. "In order to continue this enthusiasm, we plan to promote this product to omni-channel sales in the summer."

Wang Ziwen was invited to become Bruker's play ambassador

New media planting grass. Through the mainstream platforms in the new Internet environment such as Douyin, Xiaohongshu, WeChat and other new Internet environments, Bruco Blocks uses high-quality content as the starting point, and combines multiple play methods and touch points such as talents planting grass, bringing goods, live broadcast, and effects. The matrix has realized effective communication, influence and interaction with the younger generation of treasure parents and children's audiences, and continuously accumulates the crowd assets belonging to the brand.

Sheng Xiaofeng said: "In the future, Bruker Building Blocks will continue to adhere to the dual drive of'brand + IP' and strengthen users' minds through multi-level global marketing. But the most fundamental thing is to continue to create value and use more with more differentiated features. Products to meet the needs of the new generation. This is the underlying logic of Bruco’s sustainable growth."