Gifts / Sports & Toys

In one or two hours, nearly a hundred pieces of parts, along with the movements of sliding, inserting, snapping, and buttoning, slowly revealed a building block toy. This scenario occurs frequently in the lives of children and even adults. According to the "Tmall Trend Toy Industry White Paper" released by Tmall, the current market size of building blocks has reached 10 billion yuan. Only in the "6.18" pre-sale stage this year, the cumulative amount of this category has increased by more than 100% year-on-year. Building blocks has become a trendy way of life for the new generation of young people. Subsequently, building blocks have also become a key category of China's trendy play industry. Looking at the major categories of trendy games, the particularity of building blocks is that their innovation and development are not driven by the brand alone, but between brands and users, they work together to innovate and create miracles.

On July 31, the theme experience event "Give Chinese Building Blocks a Chance" was held in TOP TOY Guangzhou Dongfang Baotai Store. In the immersive experience space of Chinese building blocks, consumers can experience the product power and innovation of Chinese building blocks through the experience of building blocks. Previously, TOP TOY of Chaowan Dream Factory announced that its "Chinese building blocks" have been put on the shelves of trademark products, and the price of the whole line has been reduced by 5%-25%.

The grand occasion of the theme experience event of "Give Chinese Building Blocks a Chance"

At the event site, the head of TOP TOY brand marketing shared in-depth China's global strength in the building block supply chain and the explosive opportunities of Chinese building blocks.

Based on this, he analyzed that Chinese building blocks are on the eve of high growth. For a long time, domestic consumers' understanding of building blocks basically comes from foreign building block brands, and there is a certain deviation in their cognition of domestic building block brands and products. TOP TOY hopes to use this event to let consumers see the growth and space of Chinese building blocks, and to promote the development of China's own building block industry and the popularization of culture.

Building block consumption broke out, and TOP TOY justified the name of "Chinese building blocks"

At the theme experience event site of "Give Chinese Building Blocks a Chance", nearly 600 fashionistas, building block enthusiasts and many consumers took turns to experience the experience, starting a self-evidence journey of Chinese building blocks. It is reported that the sales of building blocks in TOP TOY stores on that day increased by 31% compared with last week, triggering a consumer boom.

According to reports, the "Give Chinese Building Blocks a Chance" theme experience event has a special on-site voting session. After the experience officer has completed the building block building in the China Building Block Experience Zone, he can vote based on the building experience. On-site voting showed that 63% of the experience officers believed that there was little difference between the experience of Chinese building blocks and well-known foreign building block brands.

TOPTOY "Give Chinese Building Blocks a Chance" theme experience event site

An experience player at the scene said that as a senior military building block fan, the Chinese aerospace building block products built this time have many details that are surprising. In addition to the highly restored shape, the splicing process is also very smooth and labor-saving, and the building feels good. The structure is solid, and the theme of China's aerospace has a special Chinese complex, allowing him to enjoy an immersive cultural and building block experience.

It is worth mentioning that on June 17th, in order to pay tribute to the launch of China's third aircraft carrier, TOP TOY joined hands to build building blocks, and the China Cultural Relics Exchange Center launched the same collection-level aircraft carrier building block as "Fujian Ship", which is highly restored in 1:300 scale. , Re-engraved streamlined hull, built-in ejection device, finely restored aircraft carrier combat readiness device... TOPTOY uses building blocks as a carrier to vividly display ejection-type aircraft carriers, allowing consumers to experience the fun of building heavy weapons of great powers.

According to the "White Paper on the Development of China's Toys and Baby Products Industry in 2021", building blocks are the most purchased category by consumers, accounting for 16% of the domestic toy market, with a market size of over 13 billion. Although the development is fast, there are very few brands with extensive popularity and channel power. The Chinese building block market lacks "local educators", resulting in a lack of awareness among consumers.

"In fact, domestic building blocks have undergone earth-shaking changes in terms of innovation and quality. The structural difference between the supply and demand sides of the Chinese building block market is ushering in a turning point." The head of TOP TOY brand marketing pointed out , TOP TOY will rely on product strength, brand strength and channel strength to self-certify Chinese building blocks, aiming to fill the vacancy of consumers in the transitional layer of Chinese building blocks.

Continuous market education, China Building Blocks build a platform for co-creation

Building block toys are a large collection of performance across age groups, covering the demands of all age groups from 1.5 to 90 years old. In order to allow consumers of all ages to better understand Chinese building blocks, TOPTOY takes offline stores as the basis, and uses its model of integrating consumption and exhibition to open up a special building block area to provide display space for large-scale products of Chinese building blocks. And create "TOPTOY China Building Block Classroom", through private domain 1v1, offline recruitment and other forms, accurately invite building block enthusiasts to participate.

It is reported that the summer activity of TOPTOY China Building Block Classroom has been launched in late July and has been carried out simultaneously in nearly 60 stores across the country. So far, it has attracted more than 1,000 people to participate. The person in charge of TOP TOY China Building Block Classroom revealed that since its launch in September last year, the building block classroom has been deeply loved by consumers. TOPTOY hopes to make the building block classroom a platform for communication and co-creation of building block enthusiasts.

Consumers gather to experience Chinese building blocks

TOPTOY China Building Block Classroom was launched at the same time, and it also joined a number of domestic building block brands to create the first "China Building Block Festival" to break through industry barriers and explore the infinite energy of Chinese building blocks. Due to the concentrated display of Chinese building block aesthetics and the power of Chinese trendy creations, the "China Building Block Festival" has received wide attention from the industry and has been selected as the best practice of CCFA China Franchise in 2022.

TOPTOY believes that "platform thinking" is the key to the success of Chinese building blocks. TOP TOY will give full play to the advantages of Chinese IP, original design, super channels, etc., and popularize the trendy building block culture.

Based on the world's strongest supply chain, TOP TOY wants to tell the story of Chinese building blocks

According to the "China Innovation Economy Report 2021", the scale of China's trendy toy market continues to rise and is expected to reach 76.3 billion yuan in 2024. The huge dividend and growth market make the blue ocean effect of the trendy toy industry prominent. Compared with other trendy toy categories, the cultural attributes and repurchase attributes of the building block category are more prominent, and its development prospects are also more eye-catching.

In recent years, the Chinese fashion play brands represented by TOP TOY have made great progress in R&D and manufacturing of domestic building blocks by developing technology, polishing processes, and improving supply chains. "'Specialized and innovative' is the core idea of TOP TOY, focusing on building expertise, strengthening industries with supporting facilities, and winning the market with innovation." TOPTOY founder and CEO Sun Yuanwen emphasized that TOPTOY believes that "Chinese building blocks" should be created by "Chinese creativity". +China Supply Chain" to define. It is for this reason that TOPTOY wants to open up the full-link closed loop of Chinese building blocks from design, manufacturing to sales.

TOP TOY China building block theme store in Lefeng Plaza, Guangzhou

China has the strongest toy supply chain in the world, with more than 70% of toys produced domestically. On the supply chain side, TOPTOY has reached cooperation with a number of building block factories in Chenghai, the "toy capital of the world", whether it is the quality of raw materials, the precision of mold opening, or the automated product line, from building block assembly and sub-assembly to design and development. The whole process is on par with the international level.

In Sun Yuanwen's view, Chinese building blocks are not only the inheritance and re-creation of traditional culture and traditional industries, but also a new category of products that Chinese people are willing to buy and share. They are toys created by Chinese brands for the new generation of China. Based on the strength of the supply chain and cultural insight, domestic building block brands have sufficient capabilities to make high-quality products that are more in line with the cultural aesthetic tastes of domestic consumers.

According to reports, TOP TOY will further exert the potential of players, create better building block products with players and users, and build a Chinese building block brand. Taking Chinese building blocks as a carrier, TOPTOY emphasizes telling Chinese stories and injecting Chinese local originality into building blocks.