Lego Revelation: How many billions of toy manufacturers still have a market value of 100 billion?

Danish Ork Cork Christiansen will not think that his Lego bricks can be so popular. In 1932, under the impact of the European economic crisis, Orr's wood processing plant was on the verge of bankruptcy. He decided to use his expertise as a carpenter to bring some fun to his four children and more children – turning to wooden toys. Lego toy factory came into being.

The Lego financial report, valued at 250 billion yuan, showed that its revenue in 2016 reached a record high of 37.9 billion Danish kroner (about 5.39 billion US dollars), an increase of 6% over the previous year.

The financial report also showed that although the operating income was considerable, the profit growth slowed down. In 2016, Lego achieved operating profit of 12.4 billion Danish kroner (about 1.76 billion US dollars), an increase of 1.7%; net profit of 9.4 billion Danish kroner (about 1.34 billion US dollars), an increase of 2.2%.

As the world's most favorite toy for children, LEGO's brand power is also very strong, and even beat the international brands such as Google, Ferrari and Nike in the world rankings.

First, Lego has three iconic elements

1, System of play

concept

Lego is a play system. Each and every set of blocks is integrated with each other and disassembled and assembled. In the process, it is also the process of children's imagination.

source

Gottfred, the second generation successor of LEGO, put forward the concept of “System of Play”. Later, the “Systems within Systems” concept proposed by the product development department aims to strengthen the correlation between the various products. It can be said that it is an extension of "Systemof Play".

principle

The process of creative realization is to play the process of children's creativity. This process is divided into two stages: creativity and design:

Ideas come from life: children can build a physical image of life, or build a theme that Lego offers with children, including an IP-licensed image that works with Disney.

Design comes from the combination: the combination of creative building blocks is the expression of children's creativity, and the children discover the joy of creation.

Idea + Design = Creativity has fulfilled Lego's mission of helping children to think more systematically and creatively. At the same time, according to the child's psychological development needs, LEGO developed a toy building block suitable for children of different ages. The creativity of the children is inspired.

2, ABS plastic

In 1963, Lego replaced CA plastic as a material for LEGO bricks using ABS plastic.

ABS plastics, the accuracy error after injection molding can be controlled within 1/200 mm, Lego Group's advantages in product excellence can be fully demonstrated.

On June 16, 2015, LEGO announced that it will find and implement new sustainable materials by 2030 to produce LEGO bricks and other toy products and packaging materials.

3, Mini Doll (Minifigure)

history

In 1974, the first unmovable doll was born, and then it was updated into a doll that can be moved. In 1978, Minifigure, a signature feature, was released with a rich facial expression and hands and feet. It has become a feature of Lego.

significance

With Minifigure, the theme can be better integrated into the story. Why do people need stories? You can refer to another article, "How Pixar Guides Apple, Facebook, and Google Storytelling."

By analyzing the three elements of LEGO products, we can see how LEGO serves: “Incentive and develop children for creative thinking and systematic reasoning”.

Second, LEGO vitality

Although Lego has many auras, its development has not been smooth, but for decades, Lego has been able to overcome difficulties from time to time and survive the danger.

"Life is a gift, but it is not only that. Life is a challenge."

Lego founder Ole Kirk Christiansen said this. He lost his job in the Great Depression, and soon his wife died, leaving him alone to raise four sons.

Shortly after he created Lego, the workshop fired and burned all the drawings and models. Later, the studio experienced two major fires. As a result, the company's income has been very bleak for many years.

Just ten years ago, Lego was still on the verge of destruction. However, through the digital transformation, Lego successfully reversed the trend.

Despite many setbacks, Lego regained the power of reconstruction again and again. If the founders gave up, then the world missed more than a toy company, and missed one of the sources of imagination and inspiration for children and adults.

Third, never give up

Christensen’s story clearly demonstrates the power of persistence, as former US President Calvin Coolidge said:

"There is nothing in the world that can replace the position of persistence. It can't be done. Talented but inactive people are very common. Talents can't be done. Geniuses that don't have the glory are not in the minority. Education is not good. The world is full of educated desolates. Only persistence and determination are invincible. The slogan 'Keep it up' solves many problems and will continue to clear the way for human development."

Fundamentally speaking, positive thinking will inspire the power of persistence. With positive thinking, what we see is the “half-full cup” rather than the “half-empty cup”.

Three generations of the Christiansen family

Psychologist Martin Seligman explains that active people tend to treat unsatisfactory things as temporary and abnormal.

However, there is a fundamental difference between a realistic optimist and an unrealistic optimist. Realistic optimists have a thorough understanding of the current situation.

If you analyze the story of Lego well, we will find that the founders realized that they should think hard about how to get through the storm. This mental preparation will increase their confidence in themselves.

Fourth, tireless transformation

The process of Lego's transformation began at the beginning of the company's establishment. Initially, the company's transformation was to survive.

Christiansen is a skilled woodworker who runs his own carpentry business in the village of Billund, Denmark. He made four-legged ladders, ironing boards and wooden toys, and the toy became the most successful product of Christiansen.

In 1947, Lego became a company in Denmark that bought plastic injection molds to make toys.

The predecessor of Lego Plastic Building Blocks was the Automatic Binding Bricks created by Christiansen in 1949. This building block is only sold in Denmark.

In 1954, the automatic assembly blocks were renamed "Lego Murtern" or "Lego Bricks". Ten years ago, they reinvented their products into the digital world and successfully catered to the needs of the younger generation.

Transformation means never stopping change, which is inevitable. Quote the words of the great Persian poet Rumi:

"I used to be very smart, so I want to change the world; now I have become wise, so I have to change myself."

5. What can we learn from LEGO?

Lego's successful experience has many places to learn, and some critics say: "As a toy manufacturer, LEGO's achievements in content marketing are unparalleled, even if it is close."

There are many reasons for LEGO's success. Here are a few of them, and a content marketing strategy that marketers can use to apply.

Communication behind the content

As stated earlier, content needs to have a larger idea to lead: even if you are an adult, you can still use your imagination. Adults realize their "imagination" by spelling out their own LEGO villains or simulation scenes and sharing them with "Lego Creation." With LEGO, the adults seem to have changed back to children.

As a content marketer, you need to find the deepest brand concept you want to convey in your own content and then use it as a guiding principle for all actions. The deep connotation is of great significance, otherwise marketing has a lot of risk and superficiality. What is really important to you and your audience?

Building a community around the brand

On LEGO's website, consumers have the opportunity to meet other people with similar interests. The content on these sites, including videos, pictures, and message boards, builds the community that people crave.

Think about how your company can bring users together. On the Internet, people are always trying to find ways to establish personalized connections. After all, browsing is always lacking in human touch.

Give content creation to your users

Lego has given the opportunity to create content more to its users, which allows users to feel that they are part of the company's achievements in exchange for higher brand loyalty.

Encourage your users to create content. To achieve this goal, you can build a community, hold a contest, or encourage submissions to showcase to other users.

Express the current hot spot with a unique perspective

On social media, LEGO knows how to take advantage of current hot spots and incorporate its own brand marketing. For example, they did not simply write a sentence "Congratulations to William, Kate gave birth to the little prince George", but used Lego to create a three-person image to celebrate this happy event.

Find ways to integrate your brand into today's hot events. The right thing to do is to make brand marketing more effective, which is much better than updating your status or forwarding news on time.

Creative and imaginative content like Lego can help you achieve brilliant results.

It is said that anyone who is keen on Lego toys will end up with the same thought: If everything in this world is assembled with Lego, how good is it?

The birth of a great thing always has to undergo various tempering, and the tenacious vitality is the powerful gene that the creator gives it. Persevere and create, adhere to the original feelings and dreams, constantly integrate and combine the elements of the new era, meet the challenges of one by one, never give up, this is the most important magic weapon of success.

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