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

Chapter IV Analysis of LEGO's Glocalized Product Strategy
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知名品牌过去乐高一直专注全球标准化产品战略。随着全球市场的变化,乐高不得东道国的产品竞争。乐高的产品销往全球130国家每个国家地理、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操作,消费过程当地消费者一致。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,那么就有资格采用全球标准化战略来运营(Wang,2006)。LEGO质量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,乐高调整各个国家和地区的产品策略。 无论市场状况如何,全球

34

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。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、产品品牌具有高度相似性。 新产品开发技术、产品服务产品包装。LEGO一贯“放眼全球”。

Consistency of Product Portfolio
产品组合一致性

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。在经历了早期火灾其他困难之后乐高后来相对稳定的发展从2001年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成为整个集团主要产业链乐高的产品组合慢慢变得标准化。之后,全球产品线保持一致。所有开发产品面向全球市场。

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条产品线

35

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,砖类别可用性地区国家而略有不同。

LEGO's Current Brick Sets
LEGO目前积木系列

Architecture
架构

Art
艺术

City

Batman
蝙蝠侠

Boost
提振

BrickHeadz

Lego Avatar
乐高阿凡达

DOTS

Duplo

Friends
朋友

Ideas
想法

Lego Disney
乐高迪士尼

Overwatth
奥弗瓦特

Frozen II
冰雪奇缘II

Xtra

Classic
经典

Ninjago

Star Wars
星星大战

Monkie Kid
猴子

Jurassic World
侏罗纪世界

Mindstorms

Serious Play

Powered Up

Harry Potter
哈利波特

DC Super Heroes
DC超级英雄

Super Mario
超级马里奥

Minecraft

Minifigures
人仔

Spider-M an
蜘蛛侠

Lego Horizon
乐高地平线

Lego Brick Sketches
乐高积木草图

Lego Originals
乐高原创

Speed Champions
SpeedChampions

Expert Builder/Technic
专家建造师/技术人员

Stranger Things
怪奇物语

Power Functions
函数

Marvel Super Heroes
MarvelSuperHeroes

Lego Creator Expert
乐高创造者专家

Mintons: The Rise of Gru
英文名称:Mintons:TheRiseofGru

Lego Creator 3-in-1
乐高创造者3合1

Buildings
建筑

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;适合1.5岁至18

36

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.
年代上看有老;从产品类型上看新品稀有款式限量;按颗粒1-99粒、100-249粒、250- 499粒、500 -999粒、1000粒以上。虽然各国风格供给不尽相同,但同一风格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英文版中所有人开放有时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授权游戏。

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、短片组成,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电影系列。故事片。短片,电视特辑,电视连续剧等。目前。按主题分为13个主题大多数系列电影都是英语美国文化反映。

Theme parks and Discovery centers
主题公园探索中心

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
最后一条产品线建筑周边产品种类繁多

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、钥匙满足乐高爱好者多样化需求官网介绍,乐高的销售区域分为北美、南美欧洲。亚太中东网站提供48

37

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

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

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核心的部分品牌生存之本。乐高品牌管理极为严格。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。这两个因素品牌管理的重要方面。

Brand Strategy of LEGO
乐高品牌战略

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品牌名称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,法拉利乐高利用星星大战和《哈利·波尔泰》的大片一炮红。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认为只有最好的足够。乐高几十年形成品牌效应乐高”这个词已经成为高品质的代名词乐高不仅仅是积木,还有它的品牌理念。乐高一直采用高质量的品牌战略。 乐高致力鼓励儿童的创造力想象力。 也

38

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.
品牌战略优先所有其他考虑因素的品牌之一。乐高的全球品牌理念可以企业使命商业理念中找到。

Mission and vision:
使命愿景:

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”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。 乐高致力保持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。三分之乐高致力人文关怀。简而言之,商业行为守则正在为儿童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。品牌基础产品创新

39

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

Stand a 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.
前所述,乐高注重消费者的互动,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,实体店展示样品经常更换。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,因此门店提供服务质量非常关键。经销商提供大量培训支持。 本集团亦设有完善员工培训、薪酬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,丢失的砖块立即补充美国的服务界面网站

42

US'sofficial 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.
产品昂贵的产品伴随赠品。LEGO对礼物也非常小心。针对不同的市场,它生产不同的礼品。一般来说礼物都是砖头装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,并通过符号印刷的数字辅助施工。在接下来年里,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,并在2022年逐步采用。这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不懈追求。

44

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大量互动调查。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,乐高根据各国实际情况设计了一些限量系列。

45

Story of Nian
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1蹒跚的Lit›n Dance Gtijlie'tether'counties' ctisttraiels。3.我艾德}米的作品中包含文化元素。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。波特。而其他人则属于美国但我是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,泰国政府本地化方面投入大量资金,

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乐高积木互动的地方。所有这些元素都使乐高竞争对手中脱颖而出。

Localization of Brand Strategy
品牌战略本土化

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基于原有产品线品牌延伸。 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。中国,乐高直接使用品牌。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

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.
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。在授权店有体验区较小的商店没有。店内的服务人员穿着印有乐高标志的红色制服。进入商店时,中文迎接:欢迎来到乐高。在中国的实体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.
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符合美式私人空间理念。服务人员基本上穿着黑色T恤黄色标志围裙。黄色主题装饰相呼应店面与之对应的问候语也英文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,包装不同的风格受到当地人的喜爱。比如乐高推出限量系列80101中国年夜

51

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。

52

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.
产品整个营销过程的基础可以所有的营销策略都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不能适应不断变化市场需求。意味其他战略也相应调整

Impact of Product Strategy on Promotion
产品策略促销影响

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开始一个公司投入大量资源开发产品。如何更多的人了解产品是产品营销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。这种原有产品线基础上的延伸,往往降低推广风险乐高对于宣传渠道宣传文案很有讲究。标准化生产过程公开透明。 即使推出新产品,也总是消费者充满期待。标准化的生产流程最好的广告。

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互动性。乐高近年来似乎依赖社交媒体营销乐高的宣传文案通常不会让

53

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I in pact of Pi oduct Brands on Pricing and Place
IinpactofpiuctBrandsonPricingandPlace

for a lv'aiid. It ‹a hi w_1i ‹ii‘ta I » |ai‘ice 1 a pi'r d net is not condtic i e It the It nne it;
为 .a . a .' aid 。这 是 一 个 很 好 的 方法 。a a a ahiW . W ._1iii ' ' 。他 说 : " 我 认为 ,I . I»|艾 冰 ( ai ' ice )1A . A . AP'rD . Dnet . net是 的 , 是 的 。不 , 不 。ticiE . E这 是 一 个 很 好 的 方法 。The The这 是 一 个 很 好 的 方法 。nne 。它 ; 它 ;

or’ a com}aan; in a ui en iiiai‘k ct. l.EGO aliles its bi'a1id {clii1t›soph; . so it seis {v ices er; str ici1j . The o1‘ficia1 uniiErn aricin 1c›i’1Tlnt can facilitate brand management. L E €3O’s price in each market is sli¿ch1l; different depending tin its brand {aosititining in dif1'erent c‹ untries. LEG O's market is more iiiature in Eur ope and the L/ S. Bric ks in these countries are rnainl} sold thi'ough bulk sales channels. Besides that. LEGO‘s products are positioned at the mid-range brand in the US. so the price is more reasonable. In C hina. the product is sold tlii’ou3h direct-sale store. authorized shop and t›n1ine flagship store. It is positit ned as a high-end prt duct alTlcng many product brands. so bricks’ pricing is
或称“义”,义”。1.EGO强调优势因此具有优势。LE€ 3 O在每个市场的价格都很便宜;根据其品牌不同而有所不同LEG O在欧美市场较为成熟这些国家的金砖国家都是通过大宗销售渠道销售的。除此之外乐高的产品在美国定位于中档品牌所以价格比较合理。在中国。产品中欧3h直营店有售。授权tn1ine旗舰店。被许多产品品牌定位高端产品所以砖块的价格

4

71043 Harry Potter on Amazon
哈利·波特死亡圣器[下]

71043 Harry Poner in Taobao
71043HarryPoner淘宝

56

Chapter V Practical Enlightenment of LEGO Group on the Internationalization of China‘s Toy Pi oducts
乐高集团中国玩具产品国际化实践启示

Chapter V Practical Enlightenment of LEGO Group on the Internationalization of China's Toy Products
乐高集团对中国玩具产品国际化的实践启示

With the implementation of glocalized product strategy. LEGO's products are recognized by consumers all over the world. It attaches great importance to product quality, encourages innovation and carries out operational activities according to local conditions. All of which are essential to its success. LEGO's success has positive significance for toy enterprises in China.
随着全球本土化产品战略的实施。乐高的产品得到了全世界消费者的认可。它非常重视产品质量,鼓励创新,并根据当地情况开展业务活动。所有这些都是其成功的关键。乐高的成功对我国玩具企业具有积极的借鉴意义

According to the data of Qichacha, there are 5,942,600 toy-related enterprises in China. China's registered toy-related enterprises have been rising in the past ten years. In 2017, 432,800 toy-related companies were registered, a year-on-year increase of 19.36%. In 2018, 574,100 new enterprises were registered, a year-on-year increase of 32.66%. In 2019, 1.2912 million new toy-related enterprises were registered, a year-on-year increase of 124.91%. In 2020. there were 1.3101 million new enterprises. a year-on-year increase of 1.46%. In 2021. there were 1.754 million new enterprises. a year-on-year increase of 33.88%.
据企查查数据显示,我国玩具相关企业有594.26万家中国注册的玩具相关企业过去年中不断上升。2017年玩具相关企业注册43.28万家,同比增长19.36%。 2018年新登记企业57.41万户同比增长32.66%。2019年登记玩具相关企业129.12万户同比增长124.91%。2020设企业131.01万户同比增长1.46%。2021设企业175.4万户同比增长33.88%。

China is a populous country. It is also the world's leading producer and consumer of toys. However, compared to well-known toy manufacturers. China's toys have many problems: 1) toys are uneven in quality; 2) brand recognition is not enough, and the competitiveness of self-owned brands is weak. Most toy product manufacturers in China are OEMs with low profits; 3)The scale of enterprises is small. Over a long time, it has been tough to compete with LEGO, Hasbro and Mattel, which root deeply in the international market.
中国个人口众多的国家。它也世界领先的玩具生产国消费国。然而,与知名玩具制造商相比。中国玩具存在诸多问题:1)玩具质量参差不齐; 2)品牌认知度不够,自主品牌竞争弱。我国玩具产品生产企业贴牌生产,利润;3)企业规模小。长期以来一直很坚韧与乐高、孩之宝和美泰等深深扎根于国际市场的公司竞争

Therefore, according to the above analysis of LEGO's glocalized product strategy, it is recommended that China's enterprises should expand international market share by
因此,根据以上乐高全球本土化产品战略分析建议中国企业通过以下方式扩大国际市场份额

57

A Study
研究
on
Glocalized Product
产品
Strategy
战略
of
LEGO
乐高
Group

improving product quality and adjusting export structures of products. Glocalization marketing will be the trend.
提高产品质量调整产品出口结构全球本土化营销将是大势所趋。

Standardization and Globalization of Product Quality
产品质量标准化与全球化

Product quality is the foundation for attracting customers. China's toy industry began late, and the relevant laws and regulations are also in the process of being improved. Although the number of registered toy-related enterprises in China has increased over the last ten years, only a few brand names can be remembered. Some unscrupulous enterprises driven by their interests sell seconds at the best quality prices, and it is not easy to have a long-term foothold in the international market.
产品质量是吸引客户基础我国玩具行业起步较晚,相关法律法规也在不断完善过程中虽然在过去十年中,中国注册的玩具相关企业数量有所增加,但只有少数品牌可以记住。 一些无良企业在利益驱动下,以最优质的价格秒销,国际市场上长期立足并不容易。

LEGO's popularity stems from its emphasis on safety. LEGO's safety can be seen in two ways. The first is the material's safety; the second is that the product has no sharp edges, which will not harm children. LEGO has five factories around the world, all of which adhere to the same quality standards. Factories use LEGO's secret manufacturing recipe, which helps to ensure global quality consistency.
乐高的受欢迎程度源于其对安全性的强调。乐高的安全性可以从两个方面来看。首先是材料的安全性;其次是产品没有锋利的边缘,不会伤害儿童。乐高在世界各地有五家工厂,所有工厂都坚持相同的质量标准。工厂使用乐高的秘密制造配方,这有助于确保全球质量的一致性。

Toys are marketed to children. However, it is difficult to achieve complete safety with domestic toy materials. Toy quality control in other countries is more stringent. A company should ensure global quality uniformi/• in addition to meeting the quality standards set by exporting and importing countries. The corresponding industry standards should not be raised or lowered due to differences in economic development levels or laws and regulations between countries. This will aid in the development of a positive corporate image.
玩具是卖给儿童的。但用国产玩具材料很难做到完全安全。其他国家的玩具质量控制更为严格。除了满足出口国和进口国制定的质量标准外,公司还应确保全球质量一致。不应各国经济发展水平或法律法规的差异而提高或降低相应的行业标准。 这将有助于建立一个积极的企业形象。

Increasing Investment in R&D
增加研发投资

As early as 2009, the U.S. required all toys to be added traceable labels when they
2009年美国要求所有玩具都要加上可追溯标签

58

Chapter V Praciical Enlighlenrneni off LEGO Group cra the I nternat$onalizalion of China‘s o P odu ts
乐高集团中国电子商务国际化的实践启示

were imported, and this requireiiient resulted in more than half of China’s toy exporters being unable to enter the U.S. market. In 2009. the EU also promulgated the new Toy Safer! Directive, which states that all toys with allergenic and carcinogenic substances cannot enter its meiTlber countries. These technical barriers require higher quality. If China's toy manufacturers want to enter the U.S. and European countries. it is necessary to overcome these technical barriers. Overcoming technical barriers requires businesses to increase their investment in product development. LEGO has a dedicated research and development team and laboratories all over the world, and its product errors are measured in millimeters. Quality is the foundation of global market expansion.
要求导致中国一半以上玩具出口商无法进入美国市场。2009欧盟还颁布了的玩具更安全!该指令规定所有含有致敏和致癌物质的玩具都不能进入其主要国家。这些技术壁垒要求更高的质量。 如果中国的玩具制造商进入美国,欧洲国家。必须克服这些技术障碍。克服技术壁垒需要企业增加产品开发的投资。乐高在世界各地拥有专门研发团队和实验室,其产品误差毫米为单位。质量是全球市场扩张的基础。

Product quality is dependent on technology. Inadequate investment is frequently the cause of low technology content. Furthermore, the advancement of technology content promotes the growth of corporate profits. Toy companies that want to attract foreign customers must hire local workers and increase their investment in R&D. New products are frequently subjected to continuous testing and simulation. In coiTlparison to LEGO. domestic businesses cannot invest as much in new product development. That’s the crux of it. That's the essence.
产品质量取决技术。投资不足往往技术含量低原因此外,技术含量提高促进了企业利润的增长。玩具公司要想吸引外国客户,就必须雇用当地工人,并增加研发&投入。产品经常受到持续的测试模拟。乐高积木相似。国内企业不能产品开发上投入那么多。这就是问题关键,这就是本质.

Improving Service System and Finding Problems in Time
完善服务体系及时发现问题

Product sales is not a one-shot deal. Famous brands tend to have first-class after-sales service. As mentioned above, LEGO has a global unified official website. If dealers and physical stores are unable to resolve the issue, it will be resolved through the customer service section of the official website. An excellent after-sales tracking system can not only help to maximize strengths and minimize weaknesses, but it can also help to increase customer loyalty to a brand.
产品销售不是一次性交易。名牌往往一流的售后服务。前所述,乐高拥有全球统一的官方网站。如果经销商实体无法解决问题,通过官方网站的客户服务部分解决一个优秀的售后跟踪系统不仅可以帮助最大限度发挥优势,最大限度地减少弱点,而且可以帮助提高客户品牌的忠诚度。

Improving Pre-sales and In-sales Service Level
提高售前售中服务水平

59

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

Product service is a crucial part of product sales. Only when customers get the maximum utility and satisfaction in purchasing and using can they repurchase the product and form brand loyalty. The more complex a product, the more reliant the consumer is on various additional services. It is challenging to create a lasting competitive advantage under technical factors alone. Nowadays, production and manufacturing costs are far less than the high cost of courteous service and delivery. Due to the small scale and insufficient funds, there is still room for improvement in the service. It isn't easy to achieve the same level for large foreign toy enterprises in staff training, compensation and benefits. All of these result in poor consumer experiences and low repurchase intentions.
产品服务是产品销售的重要组成部分。只有当消费者在购买和使用中获得最大效用和满意度时,他们才会重新购买产品,形成品牌忠诚。产品越复杂,消费者就越依赖各种附加服务。单靠技术因素创造持久的竞争优势是具有挑战性的。如今,生产和制造成本远远低于礼貌服务交付的高昂成本。由于规模小、资金不足,服务仍有提升空间。 国外大型玩具企业在员工培训、薪酬福利等方面要达到同行业的水平并不容易。所有这些都导致糟糕的消费者体验和低回购意愿。

As a result, domestic businesses must face reality. Aside from increasing product investment, it is critical to hire high-quality talent from mature enterprises and integrate successful management ideas into brand culture. Making full use of talents to help corporations grow and train employees is a must. Finally, the company can formulate its management ideas. Excellent service management can assist a company become more standardized.
因此国内企业必须面对现实。除了加大产品投入外,从成熟企业中聘请高素质人才将成功的管理理念融入品牌文化也是关键。充分利用人才来帮助企业成长培养员工必须的。最后,公司可以制定自己的管理理念。优秀的服务管理可以帮助一个公司变得更加规范。

Improving After-sales Sern•ice System
完善售后服务体系

China's toys are primarily exported to foreign countries. Without a comprehensive after-sales system, it is difficult to track products sold abroad and respond quickly when problems arise. Companies should set up a rapid response system and a two-way linkage mechanism both at home and abroad. The system and mechanism can get customers' needs, suggestions and opinions through social media platforms and optimize product timely.
中国的玩具主要出口到国外。如果没有完善的售后体系,对销往国外的产品进行跟踪,并在出现问题时迅速做出反应公司应建立快速反应体系和国内外双向联动机制该系统和机制可以通过社交媒体平台获取客户的需求,建议意见并及时优化产品

60

Chapter V Practical Enlightenment of LEGO Group on the Jnternationalization of China's Toy Products
乐高集团中国玩具产品国际化实践启示

Regionalization and Localization of Non-core Elements
非核心要素区域化本土化

Glocalization necessitates the standardization of core elements, while non-core parts should be localized. To put it another way, technology and product quality must be standardized. External packaging, product types, and additional product features, on the other hand, should be tailored to different countries’ consumer habits and cultural traditions. Coordination between management and local companies is required for successful multinational marketing.
全球本地化需要核心元素标准化,而非核心部分应该本地化。换句话说,技术和产品质量必须标准化。另一方面,外部包装、产品类型附加产品功能应适合不同国家的消费习惯和文化传统。成功的跨国营销需要管理层和当地公司之间的协调

Highlighting Brand Features and Differentiating Competition
突出品牌特色差异竞争

The main issue with domestic toy businesses is a lack of brand awareness. OEM production results in no distinct brand characteristics. Product homogenization is a serious problem. Plagiarism and replica theft do occur on occasion. All of these things cause market disruption, lower prices, and reduce corporate profits. Domestic enterprises' investment in toys is not enough, and the position of toys is still “toys are just tools for children's entertainment”.
国内玩具企业的主要问题是缺乏品牌意识。OEM生产导致没有明显的品牌特征。产品同质化是一个严重的问题。剽窃复制品盗窃有时确实会发生所有这些都会导致市场混乱,价格下跌,企业利润减少。国内企业对玩具的投入不够玩具的定位“玩具只是孩子娱乐的工具”。

LEGO defines its bricks as “teach and play, combining learning and entertainment”. If companies want to compete with them. they must focus on developing the intrinsic value of their toy brand and forming brand characteristics. In addition, we need to learn that LEGO is good at catching the trend, creating IP. combining the product with the popular cultural phenomenon and using the form of licensed IP to promote its products. This is what domestic enterprises lack. In fact, LEGO's popular series are basically IP series.
乐高积木定义“教与玩,结合学习娱乐”。如果企业想与他们竞争。着力开发玩具品牌的内在价值形成品牌特色。此外我们需要学习乐高擅长捕捉潮流,创造IP。将产品与流行文化现象相结合以授权IP形式推广产品。这正是国内企业所缺乏的。事实上乐高的热门系列基本都IP系列。

Those domestic enterprises who want to gain international market share must have
国内企业获得国际市场份额

enough sensitivity to social trends. Building own brand IP is an effective way. Recently, cultural IP has gained popularity in China, and businesses must take advantage of the
社会趋势有足够的敏感度。打造自有品牌IP一条有效途径。最近,文化IP中国越来越欢迎企业必须利用

61

A Srudy
斯鲁迪
on
Glocalized Product
产品
Strategy
战略
of
LEGO
乐高
Group

trend. Sometimes a brand is represented by cultural IP. Businesses’ intangible assets are those that can be fully realized and valued through their commercial activities.
趋势有时候,一个品牌文化IP来代表的。企业的无形资产那些可以通过其商业活动充分实现和价值

Therefore, in addition to developing a brand concept, businesses should seize the social vane. collaborate with outside trends, develop their brand IP, and create a differentiated competitive advantage.
因此,除了发展品牌概念外,企业还应抓住社会风向标。与外部趋势合作,开发自己的品牌IP,创造差异化的竞争优势。

Increasing Interaction with Foreign Consumer
加强外国消费者的互动

Interacting with consumer is the process of market research. LEGO always reshares fans' video and pictures and launches a small game according to festivals and holidays. More people with the same interests can communicate together. It is worth noting that when new products are released, LEGO will use various platforms to attract lucky fans to experience them. It is the best way for them to promote their products. Most importantly, LEGO Ideas allows fans to design their own bricks, which is part of the fan interaction process.
消费者互动是市场调查过程乐高总是重新分享粉丝的视频图片,并根据节日假期推出一款小游戏。更多有相同兴趣的人可以一起交流。 值得注意的是新品发布时,乐高利用各种平台吸引幸运粉丝前来体验是他们推广产品最佳方式重要的是,LEGO Ideas允许粉丝自己设计积木,粉丝互动过程的一部分。

China's companies should seize the characteristics of each foreign network platform,
中国企业应该抓住国外各个网络平台特点

target major festivals and holidays to carry out fan's interactive activities and even invite customer to participate in the product design to form a real buzz effect.
针对重大节日节假开展粉丝互动活动甚至邀请客户参与产品设计形成真实口碑效应。

Capturing Similarities and harmonizing Local Culture Diversity
捕捉相似性协调当地文化多样性

The world is a whole. It is crucial to capture similarities and focus on cultural diversity to implement a glocalized product strategy. Product localization should ultimately be linked to culture. Culture is unified but different at the same time. LEGO, for example, released the “Dragon Boat Race” set in May for Asia and in June for the United States in 2019. Two teams of rowers compete for the championship in red and blue brick dragon boats. The product cleverly captures the common point between China
世界是一个整体。关键是要抓住相似性,并注重文化多样性,以实施全球本地化的产品战略。产品的本地化最终应该文化联系起来。文化统一的,但同时又是不同的。例如,乐高在2019年发布了亚洲5月和美国6月的“龙舟赛”赛艇选手红、砖龙舟上争夺冠军。产品巧妙地抓住了中国

62

Chapter V