Jiugongge Hotpot, Yangtze River Cableway, Four Seasons in Mountain City… What will it be like when these familiar Chongqing elements meet Lego? On October 28, the first LEGO brand flagship store in Chongqing opened to welcome customers. This is also the second brand flagship store opened by LEGO Group in western China.
Walking into the LEGO brand flagship store in Chongqing, the store of more than 756 square meters is full of strong Chongqing characteristics.
Inspired by the landform features of Chongqing’s “mountain city”, the two-story store simulates the life scene of a mountain city climbing a hill. With the ingenious combination of river view and mountain view outside the window on the second floor of the store, it presents a unique Chongqing area. Unique store atmosphere.
The iconic model, the Tree of Exploration in Chongqing, took 1,780 hours to build, using more than 540,000 Lego bricks. Explore unique creative models on various parts of the tree of exploration: the building block lake, red lanterns, golden monkeys, etc., through a variety of LEGO product series, to interpret the play and growth of children at different stages.
At the same time, there are also “Lelan Ancient Buildings” showing the style of the Bayu area, “Lecheng Jiang Suo” with a view of the mountain city, and “Ancient Roof” which combines ancient charm and modern style.
In addition, “A Guo and A Jiao” in the shape of Chongqing hotpot, and “Lexiang Hotpot” and “Leshe Mountain City” mosaic four-panel cartoons showing the beauty and lifestyle of the mountain city, vividly interpreting the city glimpse of Chongqing, bringing the city closer. distance from local consumers.
The LEGO Personalization Workshop on the second floor can meet the different needs of consumers for creative play: consumers can customize the expressions, hair accessories, clothing and other components of the LEGO minifigures according to their personal preferences in the LEGO minifigure factory. , to create their own LEGO minifigures; consumers can also customize unique LEGO mosaic portraits through the LEGO mosaic portrait machine. Upstream journalists saw personalized LEGO custom minifigures such as “Chongqing Chong Duck” and “Let’s Eat Hot Pot”.
In addition, an interactive “story table” designed for LEGO fans will bring to life the stories behind LEGO products, showcase early product designs and prototypes, reveal the product development process, and allow fans to “virtual conversations” with LEGO designers .
At the same time, the LEGO Group also launched a “virtual store” in the LEGO brand flagship store in Chongqing for the first time, so that consumers can intuitively experience the play experience of the physical store online, and appreciate the distinctive LEGO brick models, no matter when and where. Can “cloud” shopping.
In the past few years, the LEGO Group has continued to increase business investment in the Chinese market, and the brand retail business has developed rapidly. At present, the LEGO Group has opened more than 380 branded retail stores in more than 100 cities in mainland China. In addition to Chongqing, LEGO Group has opened seven brand flagship stores in Shanghai, Beijing, Hangzhou, Shenzhen, Guangzhou and Chengdu.
Huang Guoqiang, senior vice president and general manager of LEGO Group in China, said that this year marks the 90th anniversary of the establishment of LEGO Group. In this important year, choosing to open a brand flagship store in Chongqing is an important “milestone” for it to continue to deepen its efforts in the Chinese market.
“Tmall Trend Toys White Paper” shows that as of last year, Taobao and Tmall building blocks have accumulated a market of tens of billions, and building blocks have gradually become one of the most popular categories in the toy market.
In 2019, the total value of the global toy building block market reached 59.8 billion yuan, and it is expected to grow to 94.7 billion yuan in 2026, with a compound annual growth rate (CAGR) of 6.8%.
According to public data, during the 618 period this year, the sales amount of the toy market increased by more than 100% year-on-year. On the JD.com platform alone, sales of building block toys increased by about 29% year-on-year.
In this context, new toy merchants have settled in hot, with a year-on-year increase of more than 120%. More than 100 new brands have been hatched in the Tmall building block category alone.
The market share of domestic brands such as Bruco, Enlightenment, and Senbao is accelerating. For example, in the first half of this year, the sales of Meng Xiaoying increased by more than 230% year-on-year; the sales of keeppley increased by more than 150% year-on-year; Senbao building blocks increased by more than 50% year-on-year; Feile increased by more than 40% year-on-year.
It is worth noting that the building blocks are also becoming more and more “grounded” in design to be closer to local consumers.
Upstream journalist Yan Wei
Editor: Chen Lu
Editor in charge: Liao Lei
Review: Feng Fei