Gifts / Sports & Toys

The well-known domestic building block brand "Beiledi" is an independent brand under Shantou Liangao Toys Industrial Co., Ltd. (hereinafter referred to as "Liangao"). Since its establishment in 2015, Belledi has entered the building block market with IP (brand image) authorization as the entry point.

Wang Ruiliang, general manager of the company, said that Belledi specializes in micro-building blocks, because micro-particle building blocks have less competition, and the characters are more refined and more reductive. Therefore, choosing an IP image that matches the brand to create a product has certain advantages. At the same time, Wang Ruiliang also analyzed: "Choosing to cooperate with well-known IPs can firstly increase the popularity of new brands, and secondly, the traffic of classic IPs can bring certain fans and help increase product sales."

Doraemon, TOKIDOKI, Crayon Shin-chan, Garfield, SpongeBob SquarePants "spongeBob SquarePants", B.Duck Little Yellow Duck, Teddy Collection, Ali, The Smurfs, Sky Exploration, China Rocket, Journey to the West Rebirth Demon King, Luo Xiaohei, Grandpa Confucius (Grandpa Nankong), Playing with the Six Emperors, Forbidden City Cultural and Creative, Yuanmingyuan Cultural and Creative, Great Wall Cultural and Creative, Man and God, Astro Boy's Little Hero of the Earth, Fellow Uncle... Belle At present, Di has reached cooperation with a number of well-known IPs, and has launched many IP building block products that are well-known in the building block player circle.

According to Wang Ruiliang, the main criteria for Belledi’s selection of IPs are the popularity and the number of fans. Therefore, it is more inclined to cooperate with top and classic IPs. For example, Doraemon, Garfield, SpongeBob SquarePants and other IP products are the main ones. First, these IPs have a long history, classics and high popularity, and they carry a certain amount of traffic; secondly, Bei Ledi’s market positioning consumer age group is not the infant market, but middle-aged and young people with independent spending power. These IPs Products can evoke many childhood memories of consumers.

Audience: Capture hot spots to create popular products

IP blocks are suitable for all ages. For children, building blocks can cultivate concentration and innovation; for young people, building blocks are trendy items and collections; for middle-aged and young people, building blocks are a way of decompression and a collection hobby.

As we all know, the pricing of genuine licensed products is generally higher than that of ordinary products, because of the "hard" cost of IP licensing fees. Nowadays, teenagers and young people are pursuing decompression and educational toys. IP building block products that can improve hand-eye coordination, creativity and imagination have become one of their preferences. Price is not the only concern of such people.

It can be seen from the cooperative IP that Belledi covers a wide range of fields, such as animation, games, film and television, cultural creativity, technology, etc., which are becoming more and more diversified. Wang Ruiliang said that he is still more optimistic about the combination with animation IP. Because animation IP is supported and driven by works, and its effectiveness is relatively long, it is of great significance to prolong the life cycle of products.

At the same time, in order to widen the audience of its products, Belledi will keep up with the trend and follow up the popular fields in time, such as cultural and creative, military, aerospace, aviation and other topics that have been popular in recent years. Fang launched explosive products. Bei Ledi revealed that in the future, it will cooperate with more popular IPs to develop more original building block products.

According to reports, Beredi's IP authorization and cooperation methods currently include guarantee + commission, as well as sales commissions for co-branded products, assistance in design and production of IP parties, and IP mining and other forms.

Wang Ruiliang said that Belledi has a professional R&D team and is good at using building blocks to display trends and national tide culture. In terms of design, every detail and building block is carefully controlled, from product image development, review, structure construction, mold opening to production.

In terms of market expansion, it will clearly position the product consumer groups, pay attention to product quality, retail display, after-sales service, etc. When it comes to IP-licensed products, Beledi strives for perfection. While pursuing a high degree of restoration, it continuously builds reputation and strengthens its brand through continuous innovation and excellent quality.