中国玩具解困：不止于“性价比” 押注文化IP与情感价值

Core Insights - The dominance of LEGO in the toy market highlights the challenges faced by domestic brands in China, particularly in the building block segment, where price competition limits profit margins and investment capabilities [1][9] - Domestic brands are shifting focus towards cultural emotional connections and IP development to differentiate themselves from LEGO and establish a competitive edge [2][3] Market Dynamics - The toy market is experiencing significant growth, driven by adult consumers and the rise of collectible trends, with domestic brands facing intense competition on pricing, design, and branding [2][12] - The price range for domestic building blocks typically falls between 9.9 yuan and 399 yuan, significantly lower than LEGO's pricing, which can be three to five times higher [2][6] Brand Strategy - Domestic brands like Senbao are adopting strategies centered around cultural IP, such as military themes and local cultural narratives, to connect emotionally with consumers and avoid direct price competition [2][3] - The success of military-themed products, such as the Shandong aircraft carrier model, demonstrates the market potential for culturally resonant IP [4][10] Production Challenges - The primary hardware gap between domestic brands and LEGO lies in raw material quality, with domestic brands facing a 20%-30% cost difference in materials, impacting their ability to compete on quality [6][7] - While domestic brands have made advancements in injection molding technology, the precision of molds remains a challenge, with costs significantly lower than LEGO but quality still lagging [7][8] Consumer Behavior - The shift in consumer demographics towards adults has transformed toys into emotional and social commodities, with a growing trend of collecting and personal expression through toys [12][14] - The emergence of unique domestic IPs, such as LABUBU and wakuku, reflects a growing consumer desire for personalized and culturally relevant products [10][12] Future Outlook - The Chinese toy market is entering a golden period, with government support for local IP development and innovative design, indicating a favorable environment for domestic brands to enhance their market presence [15] - The transition from manufacturing advantages to brand value is crucial for domestic brands to establish a strong foothold in both local and international markets [11][15]