Domestic building blocks, do you really understand?

Produced | NetEase News

Introduction: Starting from overseas fire in the fantasy cultivation novels, it seems that all types of IPs with traditional Chinese cultural elements seem to have gradually produced a strong interest. For example, a type of domestic toys are messy overseas. The orders on the international station platform have increased by 5 times within a year. Its name has not even heard of many people. It's called "tenon -lining building blocks".

Earlier, the topic of Shantou tenon and tenon building blocks has attracted heated discussions. The small fishing village has become a world toy capital, more than 20,000 toy factories, produced 70%of the world's toys. 90%of people here cannot be separated from people. The toy industry is exported to more than 100 countries produced from here.

1. Traditional Chinese style of tenon and tenon building blocks

When it comes to building blocks, the first thing that may be thought of was Lego company founded in 1932. But really to say, on the fight, connection, deeds, and coincidence between wooden blocks and wooden blocks, Chinese tenon and tenon building blocks are the well -deserved old ancestors.

Tenon:

The combination of traditional Chinese wooden work is mainly to be intertwined by tenon and bumps, so that each component is compatible with one. The protruding part is called tenon, and the concave part is called。. It has the characteristics of structural rationality, design practicality, focusing on connotation, and close to life. The tenon -and -mortise structure has been found in the Hemodu cultural site. It is about 7,000 years ago, which is the main structural methods such as ancient Chinese buildings and furniture. It has the most unique structural mechanics that allows the forming buildings/items to be fixed without nails such as nails, which can achieve firmness and even thousands of years. There was a British documentary "The Secret of the Forbidden City", which explored why the Forbidden City, which has been completed for more than 600 years, has experienced more than 200 years of destructive earthquakes, which can still stand up.

Luban lock:

Also called gossip locks, Kong Ming locks, folk names include unsuspicious sticks, six sons, Monet, and difficult wood. They are the earliest tenon -line and solids toys in ancient Chinese people. The principle is to lock each component through the tenon -and -mortise structure, which is easy to disassemble and difficult to install. Do not use a nail and a rope, rely on the structure connection and support of tenon -and -mortise, seemingly simple and difficult structures. Several wooden sticks may not be installed for a few hours. Lubanlock shows great wisdom, which contains the principle of three -dimensional geometry. There are only 11,9963 styles composed of only six wooden strips.

Later, Lubano traveled away from the ocean to conquer the eight parties with his magic, and was changed to the name of the Rubik's Cube by the foreigners. However, it has not changed so far.

Record the production process of Luban Suo Suk "Chinese and Foreign Opera Maps"

Lubano also came out of the birth of classical toys such as Qiqiao Board, Huarong Road, Jiupi Ring, and Sixi. Among them, the Qiqiao board consists of 7 wooden boards, which can be made into 1,600 graphics, and can also be made into animals, bridges, towers, etc., which is regarded as one of the oldest recreation products in the East. Format, it was passed on abroad in the 18th century. Huarong Dao, a slider toy, is said to be related to the most mysterious He Tu Luo Shu in the history of Chinese history. It was a purely re -arranged nine houses, and then developed a rich image of Cao Cao and Liu Bei. By moving each chess piece to help Cao Cao moved from the initial position to the bottom part of the chessboard and escaped from the exit.

Now, when the wisdom of traditional Chinese architecture and toys is linked with toys, a trend of tenon -and -kiming in the Chinese and African countries, with its own concise but not simple aesthetics, is gradually becoming the whole world.

Second, use building blocks to interpret Chinese culture

After years of accumulation, domestic building blocks have entered a very mature stage, and no longer follow the development and design.

Hugging tightly Chinese traditional skills:

A company in Chenghai, Guangdong, used the traditional Chinese tenon -and -mortise structure passed down by his parents to achieve technical breakthroughs. A company in Hangzhou, Zhejiang spent many years to condense the tenon -and -tenon wisdom of ancient buildings to toy building blocks, and the tenon -lun -and -lunch building blocks have applied for more than 50 national patents. A company in Beijing has studied for the early education attributes of puzzle toys and the tenon -and -tenon wisdom of Luban locks. It has been studying for 10 years. In the end, it breaks through the original solidification form of the "tenon and tenon structure" in Luban locks and creates a unique building block form.

Actively touch the popular trend:

Integrate many popular trends such as the national tide, military, blind boxes, science and education, IP (brand image), film and television, and games. Doraemon, Pokemon, Hello Kitty, Nezha, Wandering Earth, Ultraman, Pig Page, etc. have become IPs for domestic building blocks. The Forbidden City, Aerospace, Shandong Ship, etc. have never thought of an authorized IP at all, and began to appear on the building block product line.

Shandong ship genuine authorized building blocks

The fusion of category elements is richer:

Like the music box series, a number of brands are imitating; "shaking their heads" square heads, making simple ornaments more "spirituality"; breakthrough AR continuous gameplay, pioneering the infinite possibilities of the building blocks. There are also large and small IPs, which have become the objects of the cooperation between building block brands, such as "Douro Continent", "Ling Cage", "Mini Agent Team", "Ye Luoli" and so on. The impression of the table.

The structure function of the building block is more innovative:

Boldly break through the Lego -style granules commonly used in mainstream brands, and produce a decent design similar to a mane brush. The connection between the building blocks is completed by the plastic tooth on the building block. Based on the intellectuality of the building blocks, the launch of science and education building blocks and supporting courses will extend the toy function to the teaching aids. R & D content is no longer limited to the product, but also involves some supporting services. For example, the APP is equipped on the basis of traditional paper description. The building blocks in the APP are three -dimensional. It can also flip from 360 ° up, down, left and right, making children easier to understand. Sensor

The future highlights of domestic building blocks are prominent:

First, the building blocks+IP, that is, continue to empower the IP heat and increase the exposure. The second is the building block+innovative gameplay, which is about to compress the building blocks to enhance the playability. The third is the building blocks+children, and the concept of childlike education and Steam will be integrated into the childcare, allowing children to refine the ability of all parties during the play. Fourth, the building blocks+big children, that is, constantly expand to the "big boy" group, such as showing skills in the field of civil engineering.

Third, strong rise of Chinese building blocks

In 1917, the Shanghai Commercial Press introduced China's first "Iron Pymaline Print", and the "colorful fine picture" printed was considered the predecessor of modern building block toys.

Colorful fine picture square characters

Commercial Press Building Block toy flagship product

The development of China's toy industry has been closely related to the process of reform and opening up in my country. After the rise of the 1980s, the growth of the 1990s, and the leap in the early 20th century, it has now occupied half of the global toy market. In 2021, the export volume of my country's toys (excluding games) was 46.12 billion US dollars, an increase of 37.8%over the previous year, and the growth rate was the highest in the past five years. As an important category of the toy industry, domestic building blocks are even more famous.

Today, there are a lot of building block companies in my country, and more and more brands are called, and many of them already have a certain scale. The domestically produced block advantages are very obvious. In terms of concepts, factory equipment, product development, IP authorization applications, etc., they have reached the international level level, and they can truly achieve cost -effectiveness in terms of cost control. Among them, there are the main building blocks and cross -border layout. The rapid development of my country's building block industry has also spawned the research and development enterprise of building blocks. For example, Gorders (high brick) can produce more than 10 billion building block parts each year. In the next 5 years, production capacity is even expected to catch up with Lego. The brand that draws inspiration from the tenon -and -mortise structure of China is even more armed.

Some domestic building block brands

In terms of industrial distribution, domestic building blocks have formed an obvious industrial belt, namely Chenghai District, Shantou City, Guangdong. Originally, Chenghai District was the plastic toy industry base. In 2003, it became a "China toy Gift City". At its peak, the output was claimed to account for 30%of the world. Now it is also a gathering place for most domestic building block brands in my country. There are more than 20,000 toy factories, and 90%of them are inseparable from the toy industry. There are also building block companies in other areas, such as Shanghai, Chongqing, Shantou, Shenzhen and so on.

Domestic building block factory

In addition to continuous penetration in the domestic market, domestic building block brands also frequently come out in the international market.

Earlier domestic building block brands were founded, and traditional "going to sea" such as participating in overseas market exhibitions and seeking local dealers' cooperation. After more than ten or even decades of deep cultivation, it affected dozens of countries and regions around the world.

The domestic emerging building block brands that have grown in the rapid development of Chinese e -commerce have a more keen e -commerce touch. The marketing models such as global online store opening, social media drainage, Great God testing circle powder, and product customization are all running. Some brands have made live and cargo through modern new media platforms and online celebrity markets, adding overseas exposure. Some brands use the objective trials and evaluations of the well -known MOC players to capture many loyal fans.

International station tenon -and -mortise products

Conclusion:

The great Chinese building blocks, the great Chinese culture. The future is available!

Only by clinging to traditional culture such as tenon -and -mortise, the trendy elements with Chinese characteristics, adherence to originality, and forming obvious differentiation with foreign brands can we be more professional and competitive. At that time, the sense of pleasure and accomplishment brought by domestic building blocks would be unparalleled and comparable.

references:

1. Hugo.com, the national "tenon and tenon building blocks" became popular overseas: this is the real Chinese kung fu, Baijia number, August 26, 2021

2. Chen Jing, domestic building blocks become popular overseas. What should I think? Feng Wen Node, November 15, 2021

3. Ma Yan, heavy invested in the forging brand's domestic building blocks, and the manufacturing of Chinese and foreign toys, February 5, 2021

4. Sun Peng, a child building block toy design based on the tenon -and -mortise structure, a master's dissertation of Tianjin University of Technology, November 2016

5. Kenshin, talk about "national brand" in the brand day! Can the Chinese blocks go back so long? Penguin, May 10, 2022

6. CK in the building block, self -media witnessed domestic building blocks thriving, Chinese and foreign toys manufacturing, September 2, 2021

7. Reading, frequent explosive models! Domestic building blocks in China "become popular" abroad, Baijia, July 23, 2021

8. Cool Play Laboratory works, China, which has 70%of the world's toys, why can't I get a Lego? ZAKER, November 25, 2021

9. China Toys and Baby Products Association, 2022 Chinese toys and infant supplies industries develop white paper, May 1022. Guo Jun, domestic building blocks, the top brand voting activities are popular, China News Network Guangdong News, July 2021, July 20218 days

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