The 21st Century Business Review writes that in the past 81 years, Lego bricks have swept the world. Ole's grandson, Lego's actual controller Kjeld Kirk Kristiansen, became the richest man in Denmark. In 2012, Forbes estimated its wealth as much as $7.3 billion.
What really envied the industry is the impressive growth of LEGO over the past five years. The LEGO Annual Report shows that in 2008, the Group's global revenue was 9.526 billion Danish kroner (1 krona is about 1.08 yuan) and net profit was 1.352 billion DKK. In 2012, the company's revenue reached 23.405 billion DKK. Each plastic building block brought in 0.5 yuan of RMB revenue, and the net profit increased to DKK 5.613 billion, or about 1 billion US dollars.
In 2008-2012, in the five years after the financial crisis, the overall size of the global toy market increased from $77.2 billion to $84.1 billion, an increase of only 9%. However, Lego’s business scale expanded by 2.45 times and net profit increased by 4.15 times.
. In 2012, Lego continued to maintain high growth with a 25% revenue growth rate and double-digit growth in the US, Asia and Eastern Europe, with the Asian market growing by 50%. Even in the southern European market, where debt is in the quagmire, Lego still achieved The performance has increased.
Plastic toys 50 years ago can fight video games? In the past five years, Lego has grown 2.45 times and net profit has quadrupled. In 2012, its net profit approached $1 billion. How did the Danish toy dealer launch a counterattack?
Let the toy tell the story
In a sense, the biggest change in LEGO toys around 2005 was the implantation of new popular elements and story lines outside the building block experience, turning toys into a cultural and creative industry.
After 2005, Lego enhanced the introduction of popular story lines while retaining classic products. According to the 2012 Annual Report, Lego's best-selling products worldwide are Star Wars, City Series and Phantom Ninja.
The most intuitive manifestation of the enhanced storyline is the surge in intellectual property expenditure (Licence and royalty expenses). In 2005, the LEGO trademark fee paid to the Kristiansen family company KIRKBI was paid, which was only DKK 300 million. In 2011, it climbed to DKK 1.249 billion. In 2012, the expenditure further rose to DKK 1.506 billion.
The story line of foreign copyrights, the introduction of standards, not only popular, must be consistent with LEGO's core competencies and values: First, new mold models should be introduced, these models should ensure that they can be combined with existing systems. It is possible to form a long-term attraction; secondly, the subject matter needs to be consistent with the values ​​of LEGO.
Borrow stories to make consumer segments
Today, in addition to the classic base granules and suits, there are nearly 25 product lines for different age groups and classes in the LEGO brand map: the LEGO City Group and the LEGO Depot series have realities such as zoos, police stations and fire brigades. The sculptural scene is designed for preschool and elementary school children; the 7-year-old boy with curiosity and sci-fi awareness can enjoy the LEGO Hero Factory, the LEGO Hero Factory and the Phantom Ninja Series. Brought in the joy. Among them, the LEGO Phantom Ninja series, full of oriental charm, launched a competition game set with a rotating machine and a battle card in 2011, enabling the winning boys to compete in a team competition, and at the age of 9 advocating the “technical genre†Children can experience LEGO Teching and LEGO Mindstorms.
Even adult players will not be forgotten in the world of LEGO. The LEGO Architecture, the LEGO Architecture and the Lego Volkswagen T1 camper are among the most valuable and limited products that have become the loyalty of the “Lego Powderâ€. The choice.
In 2012, in order to expand the potential market for girls, LEGO launched the LEGO Friends collection, which was a great success. As early as 2007, Lego began to study girl products. Lego found that boys like to build quickly and are willing to race against the same model as the box. Girls are different and like the scenery along the way. When building blocks, they like to make stories or rearrange structures. Thus, during the design process, girls can play in different scenes without completing the entire model.
Set up laboratories around the world to capture consumer psychology
To capture the changing consumer psychology, LEGO has labs around the world that collect the latest changes in the local market, capture the consumer's demand for trends, and then bring together this information to create new ideas.
Lego China has a Future Lab. Senior designers observe popular characters, stories and designs in China and throughout Asia, and conduct research, from the perspective of cultural elements, fashion trends, and image achievement. Conduct an assessment of business strategy. In 2013, LEGO launched the first year of the Year of the Snake for China. This is a product developed by the future laboratory for the Chinese market. The limited edition is sold out in many places, and its development cycle took only nine months.
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