Among the trendy toys, building blocks have become the category with the highest repurchase attribute among the industry categories. At present, the building block category has covered the demands of people of all ages from 1.5 to 90 years old.

 

Lego building blocks have successfully made building blocks "circle fans" of all ages. However, due to its relatively high price, many parents have turned their attention to domestic "substitutes". For example, a variety of car building blocks under Shuangying have become the "replacement" of Lego car models generally recognized by consumers.

 

It is worth noting that the understanding of Chinese culture, especially for the packaging and display of Chinese IP, domestic building blocks have more advantages than overseas brands. For example, the domestic building block brand Senbao has obtained popular and exclusive resources such as Shandong Ship, Aerospace Cultural Creation, and Palace Museum Culture; Coincident is based on traditional Chinese mortise and tenon techniques, and has successively launched joint products with the National Museum of China and the Qinling Museum; Keeppley has also successively launched multiple products. The models include a series of excellent IP products such as Jiang Ziya, Shen Gongbao, and Young Nezha.

 

Relying on the advantages of high cost performance, high supply chain efficiency, complete industrial chain, and better understanding of Chinese consumers, domestic building block brands have gradually demonstrated their strength in supply chain, original design, and craftsmanship. The sinking market and Guochao have become the direction of domestic building block brands. Nuggets in the tens of billions of market, domestic building blocks are becoming more and more confident.