Chapter IV Analysis of LEGO's Glocalized Product Strategy
第四章乐高全球本土化产品策略分析

After a discussion of LEGO's global operations, it is clear to all that LEGO has grown into a well-known brand in the toy industry over the years. In the past, LEGO had focused on standardized product strategy globally. As the global market changes, LEGO has to compete with products from the host country. LEGO's products are sold in more than 130 countries around the world, and there are vast differences in geography, customs and social cultures in each country. To gain more customers in these countries, it is forced to make some changes. Great achievements is the result of its excellent glocalized product strategy.
在讨论了乐高的全球运营之后，大家都清楚地看到，乐高这些年来已经成长为玩具行业的知名品牌。过去，乐高一直专注于全球标准化产品战略。随着全球市场的变化，乐高不得不与东道国的产品竞争。乐高的产品销往全球130多个国家，每个国家的地理、习俗和社会文化都有很大差异。为了在这些国家获得更多的客户，它被迫做出一些改变。卓越的全球本土化产品战略是公司取得巨大成就的基础。

LEGO's official website is open to the global customer, and everyone can get what they need by simply switching countries, regions and languages. To make a specific study on LEGO's overseas product strategy more precisely, the author accessed LEGO's official website in the United States through a dedicated network. Through comparison and operation, the consumption process is consistent with local consumers. The next step will be to explore how LEGO carries out its localized product strategy from a global view by visiting and observing LEGO's official website in China and the United States.
乐高官网面向全球客户开放，每个人只需切换国家、地区和语言，就能得到自己需要的东西。为了更准确地对乐高的海外产品战略进行具体研究，笔者通过专门的网络访问了乐高在美国的官方网站。通过对比和操作，消费过程与当地消费者一致。下一步，将通过参观和观察乐高在中国和美国的官方网站，从全球视野探索乐高如何进行本地化的产品战略。

Globalized Operations of LEGO's Product Strategy
乐高产品战略的全球化运作

Products are the foundation of an enterprise, and the fundamental purpose of business operations is selling products. When a company's products are superior in quality and design, then it is qualified to operate with a global standardization strategy (Wang, 2006). LEGO is unrivaled in its industry in terms of quality and design. As the international market situation changes, LEGO also adjusts its product strategy in each country and region. Whatever the market conditions are, the core elements of its global
产品是企业的立身之本，企业经营的根本目的是销售产品。当一家公司的产品在质量和设计上都是上级的，那么它就有资格采用全球标准化战略来运营（Wang，2006）。LEGO在质量和设计方面在其行业中是无与伦比的。随着国际市场形势的变化，乐高也调整了在各个国家和地区的产品策略。 无论市场状况如何，其全球

 CJiaptei JV Analysis of LEG O's Glocalized Product Strategy
LEG O全球本土化产品战略分析 

product strategy have not changed since the company began exporting bricks to other countries. Based on the number o1’ new bricks released in Chapter three, it can be concluded that LEGO began to implement a glocalization strategy in recent years. In the early stage, LEGO focused on a standardized product strategy. As an international company, there is a high degree of similarity in its product portfolio, product branding. new product development techniques, product services, and product packaging. LEGO always “think globally".
自从该公司开始向其他国家出口砖块以来，产品战略一直没有改变。根据第三章中发布的新积木数量，可以得出乐高近年来开始实施全球本土化战略的结论。在早期阶段，乐高专注于标准化的产品策略。作为一家国际公司，其产品组合、产品品牌具有高度的相似性。 新产品开发技术、产品服务和产品包装。LEGO一贯“放眼全球”。

Consistency of Product Portfolio
产品组合的一致性

Optimizing enterprises' product portfolio strategy continuously is beneficial to make full use of resources, allocate resources reasonably, get rid of inferior products, reduce waste, enhance market competitiveness and obtain more market share and significant economic benefits (Ge, 2020).
不断优化企业的产品组合策略，有利于充分利用资源，合理配置资源，淘汰劣质产品，减少浪费，增强市场竞争力，获得更多的市场份额和显著的经济效益（Ge，2020）。

The road to the establishment of a product portfolio was not smooth. After experiencing a fire and other hardships during the early period. LEGO had a relatively stable development later. From 2001 to 2004, LEGO's revenue dropped drastically and was in danger of closing down. LEGO's product line was too complex in this period, involving toys, theme parks, educational centers, clothing. lifestyle products, music. etc. Large expenses led to flat revenue. After a new leadership team was established later. LEGO began to streamline the product lines and focus on its core bricks. All other businesses revolved around bricks. Currently, LEGO toys, LEGO education and LEGO entertainment have become the main three major industry chains of the whole group. The product portfolio of LEGO becomes standardized slowly. After that period, the global product line remained consistent. All the products developed are oriented to the global market.
建立产品组合的道路并不平坦。在经历了早期的火灾和其他困难之后。乐高后来有了相对稳定的发展。从2001年到2004年，乐高的收入急剧下降，并处于关闭的危险之中。乐高的产品线在这一时期过于复杂，涉及玩具、主题公园、教育中心、服装。生活用品音乐大量的支出导致收入持平。之后，新的领导班子成立。乐高开始精简产品线，专注于核心积木。所有其他业务都围绕着砖。目前，乐高玩具、乐高教育和乐高娱乐已成为整个集团的主要三大产业链。乐高的产品组合慢慢变得标准化。在此之后，全球产品线保持一致。所有开发的产品都面向全球市场。

As time goes by, LEGO develops a total of five product lines worldwide, and they
随着时间的推移，乐高在全球范围内共开发了五条产品线，

 A Study on Glocalized Product Strategy of LEGO Group
乐高集团全球本土化产品战略研究 

are:
为：

I) Bricks:
I）砖块：

Bricks are the longest and main product line of the company. Depending on the countries and regions, there will be slight differences in the products supplied. LEGO currently has 41 brick sets sold worldwide. However, the availability of brick categories varies slightly due to regions and countries.
砖是公司最长的主要产品线。根据国家和地区的不同，所提供的产品会略有差异。乐高目前在全球售出41套积木。然而，砖类别的可用性因地区和国家而略有不同。

LEGO's Current Brick Sets
LEGO目前的积木系列

Source: Wikipedia
来源：维基百科

LEGO bricks are highly refined. The depth of each product line varies. LEGO has divided its bricks into multiple types according to product type, age, theme, interest and number of particles, so anyone can pinpoint preferences. Take the Disney set, for example, it can be divided into the brick set categories, key ring categories and home decorations from product types; there are products suitable for 1.5 years old to 18 years
乐高积木是非常精致的。每个产品线的深度不同。乐高根据产品类型，年龄，主题，兴趣和颗粒数量将其砖块分为多种类型，因此任何人都可以确定偏好。 以迪士尼套装为例，从产品类型上可以分为积木套装类、钥匙扣类和家居装饰品类;有适合1.5岁至18岁

 Chapter IV Analysis of LEGO‘s Glocalized Product Strategy
第四章乐高全球本土化产品策略分析 

old from ages; there are new products, rare style and limited edition from product types; according to the number of particles, there are 1-99, 100-249, 250-499,500-999, 1000 or more. Although the supply of styles varies from country to country, the division modes of the same style are exactly the same.
从年代上看有老;从产品类型上看有新品、稀有款式和限量版;按颗粒数分有1-99粒、100-249粒、250- 499粒、500 -999粒、1000粒以上。虽然各国的风格供给不尽相同，但同一风格的划分模式却完全相同。

Games:
游戏：

Everyone can click on LEGO's game interface directly when logging into the official website. The game is open to all in the English version. This sometimes makes some obstacles for other foreign language speakers.
大家在登录官网时，可以直接点击乐高的游戏界面。游戏在英文版中对所有人开放。这有时会给其他讲外语的人造成一些障碍。

LEGO's game section can be divided into original games and licensed games. At
乐高的游戏部分可以分为原创游戏和授权游戏。在

present, LEGO has 61 original video games and 35 licensed games.
目前，乐高拥有61款原创视频游戏和35款授权游戏。

Media & Entertainment
媒体娱乐

The entertainment product line consists of movies, serials, small short films and so on. LEGO cooperates with large companies as much as possible, such as Warner Brothers, Universal Studios, etc. Fine production reaches more admirers.
娱乐产品线由电影、连续剧、小短片等组成，乐高尽可能与大公司合作，如华纳兄弟、环球影城等。精致的制作吸引了更多的崇拜者。

The main focus of LEGO entertainment is movies and series. There are feature films. short films, TV specials, TV series, etc. Currently. there are 13 themes according to the subject matter. Most series and movies are in English and American culture is reflected.
乐高娱乐的主要焦点是电影和系列。有故事片。短片，电视特辑，电视连续剧等。目前。按主题分为13个主题。大多数系列和电影都是在英语和美国文化的反映。

Theme parks and Discovery centers
主题公园和探索中心

LEGO now has a total of 10 theme parks and 27 Discovery Centers located in Europe. Asia Pacific, the Middle East and North America. The internal facilities are basically the same.
乐高目前在欧洲共有10个主题公园和27个探索中心。亚太地区、中东和北美。内部设施基本相同。

Other products
其他产品

The last product line is peripheral products of building bricks, with a wide range of
最后一条产品线是建筑砖的周边产品，种类繁多，

magazines, clothes, key chains and so on, which meet the diverse needs of LEGO lovers. According to the official website, LEGO's sales area is divided into North America, South America, Europe. Asia Pacific and the Middle East. The website provides 48
杂志、衣服、钥匙扣等，满足乐高爱好者的多样化需求。据官网介绍，乐高的销售区域分为北美、南美、欧洲。亚太和中东。网站提供48

   A Study on Glocalized Product Strategy of LEGO Group
乐高集团全球化产品营销研究   

language versions totally, and its product portfolio for the world is basically the same.
语言版本完全，其产品组合为世界基本相同。

Management of Global Product Brand
全球产品品牌管理

LEGO's brand management is arguably the most central part of the whole group. The brand is the survival foundation. LEGO is extremely strict with brand management. Its brand is still managed uniformly even if entering emerging markets. The whole management system can be inspected from its brand strategy and brand philosophy. These two factors are essential aspects in its brand management.
乐高的品牌管理可以说是整个集团最核心的部分。品牌是生存之本。乐高对品牌管理极为严格。即使进入新兴市场，其品牌仍然统一管理。整个管理体系可以从品牌战略和品牌理念两个方面来考察。这两个因素是其品牌管理的重要方面。

Brand Strategy of LEGO
乐高的品牌战略

All the time, LEGO Group adopts its own brand name and a multi-brand strategy for its core building bricks. Through a brand alliance strategy, it has obtained licenses from globally renowned brands, including Disney, Marvel, Warner, Niekelodeon, Ferrari and others until now. LEGO used the blockbuster of the Star War s and Harry Poltei to make a hit. The popularity of movies helps LEGO successfully reach the global market. LEGO obtains scarce IP resources through cooperation and independent development. All brand strategy propel the sales of bricks. LEGO's core brand strategy has remained globally consistent all along.
一直以来，乐高集团对其核心建筑砖采用自己的品牌名称和多品牌战略。通过品牌联盟战略，它已经获得了全球知名品牌的授权，包括迪士尼，漫威，华纳，Niekelodeon，法拉利等。乐高利用《星星大战》和《哈利·波尔泰》的大片一炮而红。电影的流行帮助乐高成功地进入全球市场。乐高通过合作和自主开发获得稀缺的IP资源。全品牌战略推动砖的销售。乐高的核心品牌战略沿着在全球保持一致。

Brand philosophy of LEGO
乐高品牌理念

The brand is a silent language that allows for interaction with customers. LEGO believes that only the best is enough. LEGO has formed its brand effect for decades. The word “LEGO” has become synonymous with high quality. What LEGO sells is not just bricks, but its brand philosophy. LEGO uses high-quality brand strategy all the time. LEGO is truly committed to encouraging children's creativity and imagination. It is also
品牌是一种无声的语言，允许与客户互动。LEGO认为，只有最好的才足够。乐高几十年来形成了品牌效应。“乐高”这个词已经成为高品质的代名词。乐高卖的不仅仅是积木，还有它的品牌理念。乐高一直采用高质量的品牌战略。 乐高致力于鼓励儿童的创造力和想象力。 也是

 Chapter IV Analysis of LEGO's G localized Product Strategy
第四章乐高G本土化产品策略分析 

one of the brands that prioritizes brand strategy over all other considerations. The global brand philosophy of LEGO can be found in its corporate mission and business ideology.
品牌战略优先于所有其他考虑因素的品牌之一。乐高的全球品牌理念可以在其企业使命和商业理念中找到。

Mission and vision:
使命和愿景：

LEGO always takes “inspire and develop the builders" as its mission and “a global-force for learning through play“ as its vision. The quality of LEGO does not differ because of sales regions, cultural differences, customs and habits. The uniform quality standard is implemented in all factories. LEGO cherishes its brand value and actively takes social responsibility. The LEGO Foundation greatly contributes to global climate change, education of children in backward countries and regions, medical care in underdeveloped areas and economic recovery in areas affected by natural disasters.
乐高一直以“启发和发展建造者”为使命，以“全球化的寓教于乐的力量”为愿景。乐高的质量不会因为销售地区、文化差异、风俗习惯而有所不同。所有工厂都实行统一的质量标准。乐高珍视品牌价值，积极承担社会责任。乐高基金会为全球气候变化、落后国家和地区的儿童教育、欠发达地区的医疗保健以及受自然灾害影响地区的经济恢复做出了巨大贡献。

Sustainable development:
可持续发展：

According to LEGO's sustainability report, LEGO divides its business into three sections. First, about children. Children can have fun and develop valuable life skills. Learning through play allows children to solve problems creatively and increases their confidence and resilience. The activities include community building, open days for children and support for children in disaster areas, etc. Second, on environmental protection. LEGO is committed to keeping the sustainability of its production iiiaterials and packaging. How to reduce carbon emissions is its business goal. Third. LEGO is committed to humanistic care. In short, the code of business conduct is paving the way for a brighter future for children.
根据乐高的可持续发展报告，乐高将其业务分为三个部分。第一，关于儿童。孩子们可以玩得开心，并发展宝贵的生活技能。通过游戏学习可以让孩子们创造性地解决问题，增强他们的信心和适应力。这些活动包括社区建设、儿童开放日和支持灾区儿童等。第二，关于环境保护。 乐高致力于保持其生产材料和包装的可持续性。如何减少碳排放是其经营目标。三分之乐高致力于人文关怀。简而言之，商业行为守则正在为儿童更光明的未来铺平道路。

Management thought:
管理思想：

LEGO is willing to built brand with its consumer. Customers are always encouraged to be creative and to share their ideas with the brand. LEGO Ideas is an example of this. in which people from all over the world submit designs for new LEGO sets, and the company votes on whether or not they should be made into official sets. The process boosts brand loyalty even further. Foundation of a brand is products, and innovation is
乐高愿与消费者共同打造品牌。我们始终鼓励客户发挥创意，并与品牌分享他们的想法。LEGOIdeas就是一个例子。来自世界各地的人们提交新乐高套装的设计，然后公司投票决定是否将其制成官方套装。 这一过程进一步提升了品牌忠诚度。品牌的基础是产品，创新是

ltte ke} to lai aired l‹›ii c itj’.
这是一个很好的消息。

Stand a rö iza ti on of Nett Product Development Process
了解Nett产品开发过程

\’C iJ1.
CiJ1.

A Study on Glocalized Product Strategy of LEGO Group
乐高集团全球本土化产品战略研究

Source: DesigmFocus
来源：DesigmFocus

Global Standardization of Service
全球服务标准化

As mentioned above, LEGO focuses on interaction with its consumer, and it has always attached great importance to maintaining customer relationships. It provides first-class pre-sales consultation and after-sales service to consumer everywhere.
如前所述，乐高注重与消费者的互动，一直非常重视维护客户关系。为各地消费者提供一流的售前咨询和售后服务。

l) Physical store service:
l）实体店服务：

Since LEGO products update quickly, the samples displayed in physical stores will be changed frequently. Putting together the samples becomes the job of salesperson. LEGO attaches great importance to its brand image, so the service quality provided by stores is also very crucial. A lot of training support will be given to dealers. There is also a complete system of training, salary and benefits for staff, which aims to motivate staff to provide better service to consumer.
由于乐高产品更新快，实体店展示的样品也会经常更换。把样品放在一起就成了销售人员的工作。乐高非常重视自己的品牌形象，因此门店提供的服务质量也非常关键。将为经销商提供大量培训支持。 本集团亦设有完善的员工培训、薪酬及福利制度，旨在激励员工为消费者提供更优质的服务。

Through visiting the external network, the author saw the footprints of some well-known people in LEGO's physical stores. In addition, the author also visited LEGO's retail stores in China and found that there are not so many staff in physical stores. There are no people to promote bricks, and customers can choose products independently.
通过走访外网，笔者看到了一些知名人士在乐高实体店的足迹。此外，笔者还走访了乐高在中国的零售店，发现实体店的工作人员并没有那么多。没有人推销砖块，客户可以自主选择产品。

2) Online store service •
2）网上商店服务·

LEGO's official website in each country has a unique customer service area for pre-sales consultation, product guidance and after-sales service.
乐高在每个国家的官方网站都有专门的客户服务区，提供售前咨询、产品指导和售后服务。

The author can feel the service level of LEGO through actual consultation. From the LEGO website in China, it can be seen that the service interface is very simple, and customers can pinpoint their problems. The window popped-up automatically in customer service's chat box to solve the problem. If the bricks itself is missing, the missing one will be resupplied immediately. The service interface on the U.S. website is
笔者通过实际咨询可以感受到乐高的服务水平。从中国乐高网站可以看出，服务界面非常简单，客户可以精确定位自己的问题。客服聊天框自动弹出窗口解决问题。如果砖块本身丢失，丢失的砖块将立即补充。美国的服务界面。网站是

US's official Website
美国官方网站

 A Study on Glocalized Product Strategy of LEGO Group
乐高集团全球本土化产品战略研究 

Sustainability of Packaging
包装的可持续性

LEGO has taken a similar packaging strategy and gift packaging strategy all along. All bricks are wrapped in the same square box. The packaging is simple. In the upper right corner is the logo “LEGO”. The following is the English name of the set and the brick's picture in box.
乐高一直采取类似的包装策略和礼品包装策略沿着。所有的砖块都被包装在同一个方形盒子里。包装很简单。右上角是“LEGO”的标志。以下是这套积木的英文名称和盒子里的积木图片。

New products and expensive products are accompanied by giveaways. LEGO is also extremely careful about its gifts. For different markets, it produces different gifts. In general, gifts are attached with bricks in a separate small box.
新产品和昂贵的产品伴随着赠品。LEGO对礼物也非常小心。针对不同的市场，它生产不同的礼品。一般来说，礼物都是用砖头装在一个单独的小盒子里。

The reuse of packaging is LEGO's main concern. LEGO wants their bricks to be used and handed down from generation to generation, but LEGO's packaging before was quickly discarded and was not recyclable, which is one of the reasons why LEGO is determined to make all of its packaging more sustainable by the end of 2025.
包装的再利用是乐高的主要关注点。乐高希望他们的积木能够被使用并代代相传，但乐高之前的包装很快就被丢弃，无法回收，这也是乐高决心在2025年底之前让所有包装变得更加可持续的原因之一。

LEGO is now gradually replacing its old packaging. The new boxes are made of cardboard, with 75 percent of all cardboard used coming from recycled materials. The disposable plastic bags in LEGO's boxes are also gradually being replaced with paper bags. These bags can be used to package loose bricks and assist in construction through symbols and printed numbers. Over the next three years, disposable plastic bags will be phased out, meaning that players may find a mix of plastic and paper bags in the boxes. Baseplates are now wrapped in paper-based packaging. The new baseplate packaging replaces single-use plastic wrappers and will be phased in during 2022. This is LEGO's packaging concept and packaging form, it also promotes LEGO's packaging to standardization and unification. Sustainability of packaging is the relentless pursuit of LEGO.
乐高现在正在逐步更换旧包装。新的盒子是由纸板制成的，75%的纸板来自回收材料。乐高盒子里的一次性塑料袋也逐渐被纸袋取代。这些袋子可以用来包装松散的砖块，并通过符号和印刷的数字辅助施工。在接下来的三年里，一次性塑料袋将逐步淘汰，这意味着玩家可能会在盒子里找到塑料袋和纸袋的混合物。基板现在用纸质包装包裹。 新的基板包装取代了一次性塑料包装，并将在2022年逐步采用。这是乐高的包装理念和包装形式，也推动了乐高的包装走向标准化和统一化。包装的可持续性是乐高的不懈追求。

 Chapier IV Analysis of LEGO's Glocalized Product Strategy
第四章乐高全球本土化产品策略分析 

Localized Operations of LEGO's Product Strategy
乐高产品战略的本土化运作

In recent years, the competition in the international market has become increasingly fierce. and many toy brands appear in the global market. To compete with them. LEGO's standardized product strategy globally is unable to meet the needs of’ various customers. Companies must manufacture products that are suitable for local culture and economic development levels to make greater profits (Sun, 2000). Small adjustments need to be made simultaneously in product strategy for multinational companies. The standardized product strategy of LEGO has been analyzed in the previous section, LEGO has also made many efforts and attempts to enter different markets in recent years.
近年来，国际市场竞争日益激烈。全球市场上出现了很多玩具品牌。与他们竞争。乐高在全球范围内的标准化产品策略无法满足“各种客户”的需求。 公司必须生产适合当地文化和经济发展水平的产品，以获得更大的利润（Sun，2000年）。跨国公司的产品战略需要同时进行小的调整。乐高的标准化产品策略在前面已经分析过了，乐高近年来也在进入不同的市场方面做了很多努力和尝试。

To attract customer s in global markets. LEGO has conducted a lot of interactions and surveys. Different product strategies can be reflected on product types, brand culture, new product development, service process. and packaging contents. What are the differences of the LEGO's product strategies in different countries? The following section will discuss how LEGO carries out localized operations and tell readers how LEGO acts locally.
吸引全球市场的客户。乐高进行了大量的互动和调查。不同的产品策略可以体现在产品类型、品牌文化、新产品开发、服务流程等方面。和包装内容物。乐高在不同国家的产品策略有何不同？接下来的部分将讨论乐高如何进行本地化运营，并告诉读者乐高在本地的行为。

Diversification of Product types
产品类型多样化

Market competition is fierce. If a company cannot provide competitive products and highlight brand characteristics, it cannot attract consumer and capture the market opportunity (Deng, 2016). In the last few years, LEGO has developed several new product lines in bricks. Monkie Kid is a typical example. These new bricks are targeted at China's customer. At the same time, these bricks are also sold to other countries. Localized product strategy also helps to achieve globalization. In addition to some widely known brick sets, LEGO also designs some limited series depending on the actual situation in each country.
市场竞争激烈。如果一家公司不能提供有竞争力的产品，突出品牌特色，它就不能吸引消费者，抓住市场机会（邓，2016）。在过去的几年里，乐高已经开发了几个新的砖产品线。MonkieKid就是一个典型的例子。这些新砖是针对中国的客户。同时，这些砖块也销往其他国家。本地化的产品战略也有助于实现全球化。 除了一些广为人知的积木套装外，乐高还根据各国的实际情况设计了一些限量系列。

Story of Nian
年的故事

LEGO launches di1“1?i‘ei t 1 ricks try‘ ci iidci ent markets e en in the same theme. Koi exam ie. a series or Chinese Ne» 5’eai‘ lv'icks are launched ior Chiiiese customer. Dragon Dancc depicts ii›ur dancer s lirildin u u}a a Chinese dragon. and all ai e led b; a li ure di essecJ in a }9ig c‹ statute. L LGO has 1 a lurched the L it›n Dance G tij lie‘ tether’ counts ies’ ctisttraiel s in its Break IN eadz sei ies. 3 » o slj I ed }m oclticls cr›ntain the since cultural elements. Oh ir›usl . the iir‘mcr caters to C“liinese aiiciiences. » hei'eas the laitei‘ caters to Chinese cullural enthusiasts.
LEGO推出DI 1“1？我想让他们在同一个主题上尝试不同的市场。锦鲤考试ie.为中国客户推出了一系列中国新产品。龙舞描绘了我们舞蹈家的一条中国龙。所有的一切都是由B决定的;这是一个法律问题。 LLGO在其Break IN Eadz Seies中有1个蹒跚的Lit›n Dance Gtijlie'tether'counties' ctisttraiels。3.我艾德}米的作品中包含了自文化元素。哦，我们。iir'mcr迎合了中国人的需求。“嘿，来特”迎合了中国文化爱好者。

.As |r‘ei it usl stated. L 1\()() entered the U S market ear liei‘. so the market in the L'S is i‘e1ati e1; n atau e. LEG IO is talented at ca)aitii in hot)aots and ca} italizin on curi‘eiii trends to b‹ osi sales. The he elopeci cnlertai rnreiit industi‘; in the L/ niled S tales has lie1}aed LEGO. The popiilarii› r I fi tins and ct ai’aciei‘s has directly influenced the sales or corresponding bi'icks. 3 he » orks th Batman. Frozen. X4arvel. Hai i Potter. and others belong n‹ I on1j tt the United States. but i‹ the entire w'tii’ld. This is one of the reasr›ns why LEGO toys are al›vaj s associated tilt American culture. Accoi‘ding to the products l'eleased bj LEGO. thel'e appcars to be a si iiiticant difl“erence between the tj pes of products for American customers and those fc r Chinese custorrlers.
。作为|是的，我们说了。L1于1996年进入美国市场.所以L'S的市场是不一样的。LEGIO在把握热点和把握当前趋势以实现B osi销售方面很有天赋。传说中的传奇工业是乐高。大众化的产品和服务直接影响了销售或相应的广告。 3他是蝙蝠侠。冻结X4arvel。嗨波特。而其他人则属于美国。但我是全世界的人这就是为什么乐高玩具与美国文化联系在一起的原因之一。根据乐高发布的产品。看来美国客户的产品和中国客户的产品有很大的不同。

Aside liolii bricks. it is worth noting thai LOGO invested heat il} in the localization
除了琉璃砖。值得注意的是，泰国政府在本地化方面投入了大量资金，

 Chapter IV Analysis of LEGO's GlocaJized Product Strategy
第四章乐高全球化产品策略分析 

of other product lines. It is actively developing new games in collaboration with local companies. Tencent's game collaboration involves more custorrlers in the fun. As more LEGO Experience Centers are opened around the world, the group becomes more approachable. The LEGO Discovery Center in Columbia. USA, for example, has entertainment facilities, a cafe, and so on. The LEGO Discovery Center in Beijing, China, features an entertaiiunent area, a LEGO mini-world with a model of Beijing, and a place to interact with LEGO bricks. All of these elements set LEGO apart from its competitors.
其他产品线。它正在积极与当地公司合作开发新游戏。腾讯的游戏合作让更多的用户参与其中。随着越来越多的乐高体验中心在世界各地开业，该集团变得更加平易近人。位于哥伦比亚的乐高探索中心。例如，美国有娱乐设施、咖啡馆等。中国北京的乐高探索中心设有一个娱乐区，一个带有北京模型的乐高迷你世界，以及一个与乐高积木互动的地方。所有这些元素都使乐高从竞争对手中脱颖而出。

Localization of Brand Strategy
品牌战略的本土化

LEGO has adopted a multi-brand strategy in the global market for many years. For the development of new products. LEGO is also based on a brand extension of original product lines. Unlike the former globalized strategy, LEGO raised its awareness in foreign markets by allying with local companies’ brands and increased its market share greatly. Shaping cultural IP is also the means of building brand image for LEGO. In terms of brand sponsor, LEGO always use its own brand. In China, LEGO uses its brand directly. But in the United States. where the toy market is more mature, LEGO sometimes will use interinediaq• brands to achieve sales goals, such as Wal-Mart, Carrefour, etc. The brand strategy in China improves its brand image and ensures the quality of products. A self-brand is more conducive to the sustainable and in-depth development of LEGO's brand.
乐高多年来在全球市场采取多品牌战略。用于新产品的开发。乐高也是基于原有产品线的品牌延伸。 与以往的全球化战略不同，乐高通过与当地公司品牌结盟，提高了其在国外市场的知名度，并大大增加了其市场份额。塑造文化IP也是乐高打造品牌形象的手段。在品牌赞助方面，乐高一直使用自己的品牌。在中国，乐高直接使用其品牌。但在美国。 在玩具市场较为成熟的地方，乐高有时会借助interinediaq·品牌来实现销售目标，如沃尔玛、家乐福等，在中国的品牌策略提升了其品牌形象，保证了产品的质量。自主品牌更有利于乐高品牌的持续深入发展。

In recent years, brand alliance and cultural IP have also demonstrated their drawbacks. The IP stories that have been introduced are more in accordance with western culture. Western traditions, beliefs, and customs cannot adapt to the Chinese culture. The introduced IP is very difficult to further develop due to the influence of cultural differences. As a result, LEGO planned to launch some sets in Chinese style in 2018, including New Year's Eve dinner, Dragon Dance, Dragon Boat and so on.
近年来，品牌联盟和文化IP也显示出其弊端。已经引进的IP故事更符合西方文化。西方的传统、信仰和习俗不能适应中国文化。由于文化差异的影响，引进的IP很难进一步开发。于是，乐高计划在2018年推出一些中国风的套装，包括年夜饭、舞龙、龙舟等。

49

 Claapter IV Analysis of LEGO's Glocalized Pi oduct Strategy
第四章乐高全球本土化产品策略分析 

Localization of Service Form
服务形式本地化

LEGO adopts localized human resources to serve local customer better. Local employees can better understand consumption habits and provide better services.
乐高采用本地化的人力资源，更好地服务本地客户。当地员工可以更好地了解消费习惯，提供更好的服务。

In China, most of LEGO's physical stores are opened in shopping malls with high traffic flow, and all store furnishings are mainly bricks. There are experience areas in authorized stores, but not in smaller stores. The service staff in the store are all dressed in red uniform with the LEGO logo. When you enter the store, you are greeted in Chinese: Welcome to LEGO. Physical stores in China have dedicated staff to provide consulting services. After purchasing, customers enjoy carefree after-sales service.
在中国，乐高的实体店大多开在人流量大的购物中心，所有的店面陈设都以砖块为主。在授权店有体验区，但在较小的商店没有。店内的服务人员都穿着印有乐高标志的红色制服。当你进入商店时，你会用中文迎接：欢迎来到乐高。在中国的实体店都有专门的工作人员提供咨询服务。购买后，客户享受无忧无虑的售后服务。

In the US, LEGO stores are larger than in China. with simpler furnishings and more space for free shopping and walking, which is more conforms to the American concept of private space. The service staff is basically wearing black T-shirts and yellow logo aprons. echoing the yellow-theme decoration of the store, and corresponding greetings are also English hello and hi.
在美国，乐高商店比中国大。家具更简单，自由购物、散步的空间更大，更符合美式的私人空间理念。服务人员基本上都穿着黑色T恤和黄色标志围裙。与黄色主题装饰相呼应的店面，与之对应的问候语也是英文hello和hi。

As for online services, as mentioned above. LEGO has adopted a unified official website, where consumer can freely choose their language and realize the localization o1“ pre-sales, in-sales and after-sales service forints.
在线服务，如上所述。乐高采用统一的官方网站，消费者可以自由选择语言，实现售前、售中、售后全方位的本地化服务。

Localization of Packaging Strategy
包装策略的本土化

Proper product packaging facilitates transportation, protects the product and attracts customers. Good packaging can even raise the prices of products and thus increases a company's profitability. To attract consumers from different cultures, LEGO is constantly changing the appearance of its packaging in the process of localization.
适当的产品包装有利于运输，保护产品和吸引客户。良好的包装甚至可以提高产品价格，从而提高公司的盈利能力。为了吸引不同文化的消费者，乐高在本土化的过程中不断改变其包装的外观。

For different countries, the packaging has different styles preferred by local people. For example, LEGO launched the limited series 80101 Chinese New Year's Eve Dinner
对于不同的国家，包装有不同的风格，受到当地人的喜爱。比如乐高推出的限量系列80101中国年夜饭

Lu iı'orlrnenta1 protection and sustainable de ele prnenl ha e bect me thc theıne ol lıurnanitw . To adapt to the en ironrnental de› eh Qlııent requireıTlents ol’ arious counıries. it is imperati e to change the packa3ing.
环境保护和可持续发展是环境保护的两个重要方面。必须更换包装。

 Claapter IV Analysis of LEGO' s Glocalized Product Sti‘ategy
第四章乐高全球本土化产品战略分析 

Impact of LEGO's Glocalized Product Strategy on Other
乐高全球本土化产品战略对其他

Marketing Strategies
营销策略

The product is the basis of the whole marketing process, and it can be said that all marketing strategies revolve around the product strategy. LEGO's glocalized product strategy also influences other marketing strategies it implements in each country. A unified global product strategy can no longer adapt to changing market demand. which means that other strategies should be adjusted accordingly.
产品是整个营销过程的基础，可以说所有的营销策略都是围绕产品策略展开的。乐高的全球本地化产品策略也影响了它在每个国家实施的其他营销策略。 统一的全球产品战略已不能适应不断变化的市场需求。这意味着其他战略也要相应调整。

Impact of Product Strategy on Promotion
产品策略对促销的影响

A product strategy is the start of a promotion strategy. A company would put a lot of resources into developing new products. How to be better known by more people is the main concern for product marketing. Unlike standardized operation strategies in the last few years. LEGO has set up its labs around the world to capture hot spots and generate timely ideas now. The unlimited creativity of LEGO products is reflected on its advertisements.
产品战略是促销战略的开始。一个公司会投入大量的资源来开发新产品。如何让更多的人了解产品是产品营销的主要问题。不像过去几年的标准化运营策略。乐高已经在世界各地建立了实验室，以捕捉热点并及时产生想法。乐高产品的无限创意体现在其广告上。

In the development of a new brick, LEGO may choose a brand extension. This extension based on the original product line tends to reduce the risk of promotion. LEGO is particular about its promotional channels and promotional copy. The standardized production process is open and transparent. Even if new products are introduced, it always makes consumers full of expectations. The standardized production process is the best advertisement.
在开发新的积木时，乐高可能会选择品牌延伸。这种在原有产品线基础上的延伸，往往会降低推广的风险。乐高对于宣传渠道和宣传文案很有讲究。标准化生产过程公开透明。 即使推出新产品，也总是让消费者充满期待。标准化的生产流程是最好的广告。

Because of the ultimate pursuit of quality and service, LEGO also pays more attention to fun and interactivity in publicity and promotion. LEGO seems to rely more on social media marketing in recent years. LEGO's publicity copy often does not make a
因为对品质和服务的极致追求，乐高在宣传推广上也更加注重趣味性和互动性。乐高近年来似乎更依赖社交媒体营销。乐高的宣传文案通常不会让人

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