Gifts / Sports & Toys

It took six years to collect the building blocks from a difficult start to a little success. During this period, it went hard. After slowly trying to integrate more innovative elements into the building block toys, it gradually gained a firm foothold in the building block market.

From start to small achievements, the annual performance has steadily increased by 30%

Founded in 2015, Shantou Chenghai District Jihui Culture Communication Co., Ltd. (hereinafter referred to as "Jihui") has been on an uneven path since its inception. For example, xiezhenwei, the founder of the collection, shared that the market competition was fierce at the initial stage of enterprise entrepreneurship. To seek survival and development, brands must make differentiated products that can be combined with building block culture to attract the attention of the market. However, the collected funds in the initial stage are not sufficient. In addition, the brand positioning crowd in the initial stage is mainly young people, so it is more self-evident to spend time on product design.

In order to save labor costs, the collection can only recruit students from technical schools specialized in art and design to cultivate talents. After two years of development, some creative works have been formed and brand image figures (huixiaomei and jixiaoku) have been independently designed. Only then can the enterprise operate on the right track. Rooted in Chenghai, Guangdong Province, the "hometown of toys in China", it has gathered and integrated a complete ecological chain from OEM to OBM business involving building block R & D to production and sales expansion, thus creating a building block brand.

Looking back on the early stage of entrepreneurship, xiezhenwei said that he was very sad. He believed that product innovation should not be reflected only in sales data, but should inspire consumers' creativity and be loved in actual consumption, so as to truly reflect the value of the product.

"At the beginning of the product design, there were some questions from individual customers. We all had to patiently introduce the original meaning of the product design to him, so that he could understand why small particle building blocks combined with various creative cultures were used to create consumer favorite products. Later, consumers turned to our products, and the dealers understood our creativity." Xiezhenwei said meaningfully.

With the continuous tempering and polishing of product design and quality, the reputation collected in the market has gradually settled, and the continuous expansion of sales channels, the sales performance of the collected building blocks has developed steadily. Xiezhenwei told reporters that the current brand performance is growing at an annual rate of 30%.

Create cost-effective products and drive brand growth with innovation and quality

After years of sedimentation, the collection of cultural products not only pays attention to the application of the structure and principle of the building blocks, but also pays attention to the upgrading and innovation of the building block function and design. For example, the blue and white porcelain building block vase with Chinese blue and white porcelain as the element, the Nordic blue building block vase with European retro style to simulate the effect of flowers, and the red Chinese dragon with the meaning of "carp leaping over the dragon's gate" have been gradually praised by the market.

Even so, to get a share of the market, in addition to the requirements of product innovation and quality, the pursuit of high cost performance of products may be the way for enterprises to survive for a long time.

Xiezhenwei shared: "Our brand has not been established for a long time, and our market regulation ability and investment in IP combination can not be compared with that of big brands. However, I think we can inherit culture through innovative building blocks, which does not have to be limited by capital. By creating products with high cost performance, consumers can have a better experience in playing. With the characteristics of large product weight, sufficient accessories, strong structure and not easy to fall apart, players can get more experience in playing Fun, I think this is our advantage. "

In terms of market strategic layout, the collection adopts the strategy of living within its means. During the production and operation, the elite team is simplified and the cost is reduced in terms of product quality control; In terms of output value, we should expand the layout in a planned way, and do not brush money or blindly distribute production, so as to ensure the profits of sustainable operation; In terms of channel construction, appropriate sales channels are selected based on the original market channel foundation and the characteristics of each original building block series.

For the future development of the brand, Huitong said that it would lay a solid foundation in the circulation and export channels, strive to expand the e-commerce channels to account for 20%, and develop new channels such as trendy stores. Then, continuous investment and innovation in product R & D and design will be the key goal of brand development.