As a "latecomer", Weiss Building Blocks will focus on the mid- to high-end market, and the price of the product will reach 70% of the similar products of LEGO. Although it avoids the low-price competition with domestic brands, it also means that it will face up with Lego and “grab†the market.
Weiss building blocks are promoted in schools
After several years of pan-entertainment investment layout, Aofei Entertainment believes that “the current stage is not suitable for external film and games†and has focused on the internal children and the full-age IP industry. The importance of the toy business is still recognized - in 2017, toy revenue accounted for 53.67% of the company's total revenue.
In April 2018, Weiss Building Blocks, a strategic project of the Aofei Group, was officially unveiled. In mid-June, the “new army†of this highly-regarded domestic building block will be officially listed. Recently, Han Zhengxia, director of the Oufei Entertainment Building Division, accepted an exclusive interview with the Chinese and foreign toy network (ctoy-gdta), telling the story of Wei Si's little behind the scenes.
"Be late" Ou Fei
"We hope to make Weiss blocks a favorite building block brand of the country. The price is moderate, the technology is enlightened, and the puzzle is involved. Just like our slogan, we enlighten the thinking of science and technology." Talking about the goal of Weiss building blocks, Han Zhengxia Say so.
In recent years, domestic building blocks have risen rapidly and the brands are standing. According to incomplete statistics, there are no fewer than a few large and small building blocks in Chenghai, Guangdong.
A picture of the recent heat transfer of the building block
As the leader of the domestic toy industry, although the Austrian flying market is full of enthusiasm and has a strong IP matrix, it is difficult to achieve the same.
In fact, Aofei has not “ignored†the building block market. Previously, its IP had authorized multiple building block manufacturers. It also launched large-scale products such as “Super Panxia†under the Audi double-drilling brand; in 2015, it announced with Hasbro. Cooperate to launch "Cool Warrior Warrior Building Blocks". However, the related products in the domestic building blocks market did not have much bright spots, and the performance was flat.
Aofei fully recognizes the fierce competition in the market, and at the same time regards the previous experience as an attempt and exploration in the building block industry and accumulated experience.
Aofei said that the building block market has been developing rapidly in recent years, and the company has been looking for suitable timing, promotion methods and product entry.
Source: Weisi Building Block Brand Promotion Video
According to the plan, Weiss Building Blocks will be a strategic project of Aofei Group and an important part of the entire Aofei industry platform.
Three years of grinding a sword
The Ou Fei factory has built a new workshop for the Weiss building blocks, which is highly dust-free.
"Our production line has poured a lot of effort, the precision of the mold, and the difference in the millimeters. The adults may not seem to have much difference, but because the children are not strong enough, especially the small particles, the tensile torque must be closely detected. 360 degree test, each angle must meet the requirements, the experience will be the best." Han Zhengxia said that Weiss Building Blocks hopes to win the recognition of consumers through the ultimate requirements for technology and precision. In her view, the child's experience, repeated purchases are the most important.
According to reports, in the process of research and development, Weiss Building Blocks pays great attention to understanding the needs of consumers. The company has spent a large part of its energy on consumer research and practice.
It is understood that before the product went on the market, Weiss Building Blocks also went deep into the kindergarten to let the children and parents play the game. "The process of children playing can inspire us to think and is also an important source of inspiration for product development."
Children try Wisdom blocks
In the press conference and interviews, Aofei repeatedly emphasized the importance of the “design concept†to the building blocks of Weiss: the company thoroughly studied the growth rules of children and developed suitable puzzle products for the development of children at different stages, with special emphasis on children. At what stage, what kind of product is given, the development and development of the child is the initial point and initial heart of the design.
After nearly three years of painstaking efforts, Weiss Building Blocks officially unveiled in early April this year. The product design and quality have won the recognition of many dealers and players.
Cao Yongqiang, senior vice president of the Aofei Group and president of the toy business group, said that Wisdom Building Blocks has identified the core of the three-in-one strategy of IP + technology elements + age-age puzzle.
Size particles are simultaneously launched
In early June, Aofei Entertainment held its third-quarter new product promotion conference in Suzhou, and the Weiss building blocks that will be listed in the middle of the month became a major protagonist.
It is reported that the first wave of new products listed by Weiss Building Block includes more than 30 SKUs including large and small particles.
Chinese and foreign toy network reporters noted that many domestic old building block manufacturers, most of them focus on one category, such as small particles of Enlightenment, Star Diamond, Gudi, large particles of Huimei, Jixin, Hongyuan Sheng and other brands. The person in charge of the building block told the Chinese and foreign toy nets that different particle blocks, due to differences in target groups, the design concept is completely different, and the customer channel direction is also different. If the manufacturers are distracted, they will be counterproductive.
Wisdom blocks have two product lines, one size and one size, and the ambition of Ou Feizhi, which has accumulated a lot of thickness, from the side.
Large particle series
Small particle series
Compared with ordinary building blocks, the highlight of Weiss's new products is undoubtedly a series of STEM elements such as gears, slides and levers. Children can recognize a series of scientific and technological concepts such as linkage, machinery and force in the process of playing.
And Ou Fei's popular IP "Super Flying Man", "Meng Chicken Team" and "Army Warrior" are the protagonists. “The building blocks are updated very quickly, and soon we will have a second wave of products, but we believe that there are several models in the first wave that can be exploded.†said the head of Weiss Building Blocks.
Source: Weisi Building Blocks Chicken Series
Source: Weiss Building Blocks Armor Warrior demo video
Source: Weiss Building Blocks Super Flying Freeze Animation
According to reports, Weiss Building Blocks is developing more distinctive products, such as the "Meng Chicken Squad" series will launch music blocks in the future; technology building blocks are expected to be available next year.
Confronting with Lego
"Olympus is attracting me, I want to be different!"
From the fast-moving consumer cross-border to the toy industry, Han Zhengxia has been working for Aofei for nearly two years. What attracts her most is Ou Fei's insistence on quality and content. She firmly believes that building blocks is a very promising and meaningful industry.
Of course, the building blocks of Weiss want to make a big day in the building block market, the challenge is not small. LEGO is currently firmly occupying the domestic high-end building block market, and indirectly has made a huge room for domestic building blocks.
As a "latecomer", Weiss Building Blocks will focus on the mid- to high-end market, and the price of the product will reach 70% of the similar products of LEGO. Although it avoids the low-price competition with domestic brands, it also means that it will face up with Lego and “grab†the market.
Shenzhen's first LEGO authorized store
Beijing's first LEGO authorized store
Han Zhengxia frankly, Lego is an admirable opponent. She does not swear that she has purchased a large number of LEGO products in the past two years. She believes that Weiss blocks can make their own characteristics on the basis of learning.
Some insiders have questioned that Ou Fei has no advantage in high-end building blocks. Ou Fei responded that according to the communication with customers and distributors, the building block market does have its own uniqueness. However, through the accumulation of the toy industry for many years, the channel construction has been quite mature and comprehensive, and the channels have been continuously changed to adapt. Development, so the main force of Weiss building blocks is the original channel supplier, but also attract new customers to join.
Distributors from all over the world learned about products at the Weiss Building Blocks Conference in April
"The important thing is not whether the product is medium to high and low, but whether it can really meet the needs of the market." Aofei said that many parents after 85 are willing to spend money for their children. "They are most concerned about the product is not fun, Can the child really have a puzzle effect?"
From the outside world, the advantage of Aofei lies in the quality of its products, its design philosophy, and its strong IP support. The above-mentioned person in charge said, "We will always adhere to the boutique strategy, and hope that everyone can take pride in our domestic building blocks brand, so that happiness and dreams are everywhere!"
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