Introduction
The category of building blocks has expanded rapidly since 2016, to the rapid rise in 2019 and the rapid increase of subdivided categories, and then to the current embrace and innovation with the national tide and well-known IP, writing a history of the rise of Chinese building blocks. Especially in the past two years, the subdivision of building blocks has exceeded everyone's imagination, and some areas have even seen a growth of hundreds of percent. Let's take a closer look at the keys to its success.*: Chinese and foreign toy network (ctoy-gdta) Author: Lebang.
Bruco - Transformers brick man.
The category of building block people is more precisely the building block doll, which is derived from the Lego minifigure; The new category produced under the innovation of our country's building block manufacturers, which combines the play of figures, assembling and blind boxes, quickly opened up the market. Next, let's learn together from an operational perspective.
First, market interpretation
The success of any market segment has its inevitability and chance, we first give this kind of manufacturers a thumbs up, and then we interpret the market from a macro level. The building block category market is already a conventional category, and the precipitation of this category has also precipitated a huge red ocean market; Immediately, the explosion of trendy toy blind boxes made many channels call it unexpected, but in addition to the accident, this category has also cultivated countless users. The foreshadowing of the two categories in the early stage has contributed to the creation of the possibility of the explosion of building block people.
2. Product interpretation
The essence of the building block category is the building block play, which is the combination of the building block play extended to the figure, which is the first innovation, and the innovation is that it is a figure that can be assembled; The second innovation is to upgrade a simple 10 articulated articulating figures to more than 50 assembly parts, improving the user's in-depth creation process. The innovation of dolls and building blocks is very ingenious.
3. User Interpretation
Users already have a lot of favorite trendy figures, from the appreciation stage has been upgraded to the play stage, and the most basic way to do it is to assemble. That is, the user has entered the character creation stage, and the character creation stage is also the beginning of the user's character interaction with the beloved figure, from assembly to molding to the self-projection of the character's behavior, which makes the user love it even more.
Enlightenment - Ultraman Building Block Man.
Fourth, the interpretation of competitive strategy
Once upon a time, 40 yuan could only buy a doll, and it was just an ordinary person with less than 10 movable joints. Now, under the same **, users can buy a favorite character, and they can also assemble it by themselves, and there are more than 20 joints that can be moved, which is great value for money. This strategy is a classic.
Fifth, market opportunities
Blind boxes and other products have driven the trendy toy market of more than 50 billion, and the building block people may reinterpret this history. The clarion call for market competition has been sounded. The product positioning and subdivision of the building block people will be staged quickly. This market opportunity will also bring new opportunities to the toy market.
Brick Man allows users to have more ways to play and experience, and its user base continues to expand; Therefore, in terms of channel operation, if it is just a simple distribution matter, then you are at most a porter of an excellent brand and an excellent category. It is recommended that you combine the market and channels with the brand side to operate in depth to create infinite possibilities for products and yourself.
*: China and Foreign Toys Network (CTOY-GDTA).
Author: Lebang (**18629256028), engaged in the maternal and infant industry for 10 years, good at operating toy categories, with the help of categories to complete many drainage interactive programs, while improving the store's user operation capabilities.
Chinese and foreign toy network, for more original information of the toy industry, please **"Chinese and foreign toy network app").