Lego is about to increase the price?Some stores in Wuhan said

Jimu Journalist Zhou Dan

Intern Peng Siwen

Recently, Lego Group announced overseas that the Lego blocks will usher in a new wave of price increases in August and September this year. These price changes will take effect in the Chinese market on August 1. As soon as the news came out, he appeared on Weibo hot search. is this real? On June 21, Jimu Journalists visited a number of Lego stores in Wuhan and learned that some stores have received a notice of price increases. At the same time, online purchasing merchants have quietly opened the stocking model. After the price increases, will you still buy Legao?

Netizens have different opinions on rumors of price increases

In the just -concluded mid -618 promotion, the monthly maximum sales product "McLaren Racing" of Lego Tmall's flagship store ushered in a big sale. During the 618 period, during the reporter's visit, there were also some discounts and gifts in Wuhan ’s Ledgao Line stores, and many customers went to buy.

On June 18th, at Lego shop in Hankou Jiangyu Tianjie Street, the clerk introduced that some styles are doing 10 % off promotion. In addition, there are full gifts, which is more cost -effective.

"I heard that the price is going to increase, I don't know if it is true or not. I bought it to prepare for the giving away in October. I was worried that it would be more expensive at that time. A building block with a original price of 1299 yuan, 1169 yuan after discounted, can also give a small building block worth more than 100 yuan.

Ms. Zhang's rumors said that the rumors of price increases refer to the price of LEGO not long ago, the price of LEGO will increase in August and September this year. According to statistics from overseas media Stonewars.DE, Lego bricks will have more than 100 products increased, an increase of about 5%-25%. A variety of popular products are among them, including "Ferrari", "Tree House" and "Player".

After the topic of "Lego will increase the price" on Weibo, netizens have different views on this.

Some netizens said that "it was already expensive and the price increased, and gave up buying." Some netizens said that they would find a replacement. In fact, many domestic building blocks are also good, and they are more cost -effective.

The price increase has basically become the fact that the plate is on the board

So, is the rumor rumor true? Jimu Journalists visited several offline physical stores in Wuhan as customers.

A offline Lego shop in Wuhan

On June 21, a clerk in a LEGO shop in Wuhan Street said that the news that was about to increase the price recently, but the specific price increases involved in the price of the price has not received a formal notice.

Ms. Chen, a customer in the store, said: "I saw the news of Lego on the Internet to increase the price increase. Today I came to the store to see it. I am a Lego fan. If I want to increase the price, I will buy something in advance."

At a Lego shop in Optics Valley, the clerk said that he had received a notice of price increase. As for the specific price increase, the clerk said that the main costs such as raw materials have risen.

Lego popular "building jump machine" product

"There are 4 blocks of the popular product 'jumping machine' of our store. Two have been sold in these days. Customers came here two days ago. They also heard the news that price increases and came to stock up in advance." The clerk claims that more popular products such as "building jumping machines" and "tree houses" will raise prices 5%-25%. Taking the "jumping machine" as an example, the price is 2099 yuan. It is expected that starting from August 1, it may rise by about 400 yuan.

The clerk also said that after receiving the price increase notice, they were also considering replenishment in advance, otherwise it would be more expensive after August 1. At the same time, the purchasing market also "smells the wind."

On the online platform, Jimu Journalists contacted a number of Lego purchases.

A purchasing agent told reporters that as soon as the news of Lego ’s price increase in August, many customers have piled up orders. In the past few days, some of the popular demand for Lego’ s popular models has increased. At present, he is also reducing sales, and some popular products are also considering a batch of goods before August. "Some purchasing agents are no longer shipped now, waiting for August to sell again."

According to the purchasing agents, most of the Lego products in this round of price increases are popular models, and the more complicated the product, the greater the price increase of products for adult groups.

Subsequently, the reporter also consulted the reasons for the price increase on the official flagship store of the E -commerce platform.

According to customer service, the price of energy, logistics and raw materials has continued to rise in the past two years, and the cost has risen, and Lego Group will adjust the prices of some products sold in the Chinese market from August 1, 2022, but how much price increases have not yet been increased. get a notification.

It can be seen that some products in Lego are about to increase the price, which is basically nailing on the board.

The online building block market has piled up over 10 billion scale

LEGO products sold in offline stores

Jimu Journalist search and sorted out and found that the Lego Group had previously released the 2021 financial report. According to the financial report, compared with 2020, Lego Group's annual revenue increased by 27%, and retail sales increased by 22%year -on -year. The performance is the leading toy industry, and its global and major market share has increased.

At the same time, the cost of logistics transportation and the price of raw materials have risen, and the operating profit of the whole year still reached 17 billion Dan Yingkelang, an increase of 32%over 2020.

"It is undeniable that for many years, Lego has always occupied the leading position in the building block market." Netizens who love collection said that with the news of LEGO's price increases, merchants have sold them, and purchasing purchases to increase goods. This is also the brand. This is also the brand. Fang Leyin's phenomenon.

However, some people in the industry believe that Lego ’s price increase may be a good news for local building block merchants. Because of the industry's view, Lego has always occupied a higher share in the Chinese building block toy market. After the price increase, consumers may shift more attention to local building block brands. "In the past 3 years, Lego has made very strong users in the Chinese market and has popularized education, and has reserved a very large growth potential energy for the domestic building block market. In addition, with the rise of the trendy toy track, there are many many. With capital flowing, we will also see that the domestic building blocks are gradually formed. "Moza, general manager of the trendy toys of Alibaba Taobao Tmall Industry and Operation Center, revealed that on the Taobao and Tmall platform A large market with a scale of 100 million has continued to expand.

Professor Wu Xianming at the School of Economics and Management of Wuhan University believes that although some emerging brands have appeared in the domestic building block market today, from the overall point of view, whether in the brand awareness or bargaining, the development of local building block brands will take a while. "I hope that in the future, Chinese local building block brands can also use products to tell stories and win more consumers' love."

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