【跨国公司在中国】 乐高集团中国区总经理马世宁：中国正在成为全球许多市场的“灵感来源”

Group 1 - LEGO Group launched two new traditional Chinese New Year product sets, LEGO Horse and LEGO Fortune Firecracker, along with a new product featuring the God of Wealth for the 2026 Spring Festival, expanding its product matrix for the holiday [2] - Since the introduction of traditional festival sets in 2018, LEGO has released a total of 16 products inspired by Chinese culture, emphasizing both playfulness and emotional connection [2] - China is the only market where LEGO designs products specifically for local festivals, showcasing the company's commitment to integrating traditional elements into its offerings [2] Group 2 - Maciek Selinski, the new General Manager of LEGO Group in China, emphasized the long-term investment potential of the Chinese market, highlighting its role as a source of inspiration for global trends and innovations [5] - The company is focusing on deep research into Chinese culture to develop products that resonate with local consumers while also drawing inspiration from Chinese culture for global product designs [5][6] - LEGO has established a comprehensive ecosystem in China over the past decade, including over 400 stores in more than 120 cities and a factory in Jiaxing, which supplies nearly all products sold in the region [6] Group 3 - LEGO aims to enhance its brand presence and product relevance in China by creating a closed-loop strategy that integrates brand building, product optimization, and omnichannel experiences [6][7] - The company is actively exploring Chinese culture, history, and traditions to create products that resonate emotionally with local consumers, while also planning to expand its market presence [7] - A strategic partnership was signed between Shanghai LEGO Resort and other companies to enhance brand marketing and visitor experiences, with family visitors making up 80% of the park's clientele [7]