Open the world's largest flagship store in Shanghai by opening a voice at Disneyland

Image source: Visual China

[ Chinese and foreign toy nets   May 13th] Although there are still 33 days from the official opening of Shanghai Disneyland, more and more brand stores are opening in the Disney town outside the park. As a long-term partner of Disney, Lego has also opened the world's largest brand flagship store here.

This store in Lego occupies a prime location at the entrance to the town, with a two-story interior area of ​​800 square meters. This store is the only LEGO flagship store in Asia and the largest in the world. At the right hand side of the door, there are LEGO's self-selecting particle walls in other stores around the world. Consumers buy empty cups to fill the granules. For Lego fans around the world, it's fun, they need to think about how to make up and fill in the blanks to get more particles. At the left hand side of the door, there are some characters built by Lego, such as Snow White and Mulan. On the corner of the first floor, there is also the new image of the black warrior Kellogg in "Star Wars: The Force Awakens" which was released last year. On the second floor, Lego found a Chinese Lego enthusiast to build a model with the theme of Shanghai's high-rise night scenes, and the heroes of Marvel were still hanging on the ceiling. At this store, Lego offers more than 600 LEGO toys , of which nearly 200 to 250 are not available in other stores in China.

Lego particle wall

Black Samurai Kelloin made up of Lego

Marvel image and Shanghai night scene model in Lego store

The reason why LEGO's first flagship store in Asia was chosen in the Disney town rather than the central area of ​​Shanghai was mainly because of the traffic flow after the opening of Shanghai Disneyland. Jacob Kragh, general manager of the Lego Group China and senior vice president of the group, said that after the opening of the park, it is expected to attract more than one million Chinese families every year, which will be a good opportunity for LEGO to showcase its own brand. Currently, Lego has ten flagship stores around the world, three of which are located in Orlando, California and the Disney town of Paris.

The partnership with Disney has earned LEGO the best location in the town of Shanghai Disney. In the early days of store design, LEGO and Disney Valley also adopted Chinese consumers' preferences and buying habits.

Star Wars product line in Lego stores

Of course, you can also see more Lego Disney licensed products here. Disney's cooperation with Lego has a history of 12 years, including Star Wars, Marvel, Pixar, etc. More Disney images are now being added to LEGO's collection, such as Lego's Duplo series for young children. There are more products of Mickey, Mickey and Princess. Before 2011, Lego toys were considered more suitable for boys to play. In 2011, Lego launched a new series of "Friends" for girls. Later, Disney's classic princess image is like the Little Mermaid and the latest "Frozen" series quickly appeared in LEGO's licensed products. . The partnership with Disney has expanded Lego's product portfolio, which is Lego's profitable and high-priced product line.

In the past ten years, Lego has gradually taken the throne of the world's second largest toy manufacturer. In 2015, Lego's revenue reached 35.8 billion Danish kroner (about 35.66 billion yuan). In collaboration with Disney, Lego seems to have learned something else, such as focusing on the retail experience. In the interview, Yaguo·Gao repeatedly mentioned this. “We hope that this flagship store will provide consumers with a unique shopping experience that they cannot get on other e-commerce platforms.”

At present, Lego's main channels in the Chinese market include e-commerce platforms, dealer stores, Toys R Us, and large-scale supermarkets. Yaguo·Gao said that LEGO is still in its infancy in the Chinese market. At this stage, children are still the target consumers of LEGO. As a granule-stitching toy, Lego hopes to have more opportunities to do it in the actual sales scene, and the retail store needs to provide more experience. In addition, LEGO has also increased its cooperation in education in the Chinese market. It cooperates with the Ministry of Education to add LEGO to the teaching aids and courses of teachers. This is a smart approach when LEGO is associated with education. After that, it is easy for Chinese parents to accept. This also enhances Lego's impression of the main purchase decision makers, a toy that can be entertained. This is similar to Disney's use of Disney English for brand penetration.

Now, Lego's revenue growth in China has reached 40%, and net profit has increased by 31% year-on-year to 9.2 billion Danish kroner (about 9.164 billion yuan). This data has exceeded the performance of Mattel and Hasbro in China.

LEGO will not slow down in China. According to Yaguo Gao, the LEGO China plant in Jiaxing, Zhejiang Province has been put into production. It is expected that all product lines will be put into production in early 2017. By then, the plant will provide products for the entire Asian market. In addition, Lego will invest more energy in China's third- and fourth-tier cities, and its Lego Discovery Center, which is cooperating with Moline Entertainment, is also expected to open more stores. At the same time, the Lego theme park is still being addressed in Shanghai and nearby areas, and will open as early as 2018.