Recently, the world famous toy giant Lego group's global president Jorgen Vig Knudstorp (hereinafter referred to as Jorgen) told the Yangcheng Evening News reporter at the company is located in Zhejiang province Chinese factory in Jiaxing ceremony, the company's revenue in the past ten years varus four times, in the development of Chinese market too soon. The advocacy of a series of downsizing plan in the global market leader, in China market has put up a pageantry with "addition".
It is reported, the Jiaxing factory is Lego group's first factory in asia. The amount of investment of up to hundreds of millions of euros, covers an area of 315000 square meters, in 2017 plans to hire 1500 employees. More than 30 million square meters of area, housing is Lego ambitions for the Chinese.
The most expensive building blocks
In Lego ten years, Jorgen a sense represents the Lego, introduce themselves, he handed the Yangcheng Evening News reporter a Lego villain, green trousers and brown hair, wears glasses, the villain's body with his name and address.
In the face of "China plant put into operation, Lego product prices will reduce" when the problem, Jorgen said: "there is any change in price will not, the main purpose of building our Jiaxing factory did not reduce the cost." The reason to have such confidence, is behind the Lego in Chinese market debut performance.
In 2013, the global toy market overall performance decline. Lego 2013 annual report shows, North America market revenue decline, the European toy market overall smooth. In Asia, the Japanese market continued to decline, but the emerging markets Chinese, sales rose more than 50%. While in the situation better from 2010 to 2012, Lego sales in China growth rates were 45%, 50%, 80%.
However, the domestic middle class family, Lego is absolutely "expensive toys". The Yangcheng Evening News reporter found inquires, a particle number 1276 pallet handling car series in an online shopping platform for the price of 1299 yuan.
Carefully open up two or three line city
In fact, Lego development also is not Everything is going smoothly. Before and after 2000, to cope with the impact of electronic toys, Lego management decided to extend the industrial chain of value Lego. They are USA, Germany and Britain built large-scale Lego Park, directly involved a lot of derivatives business, including video games, clothing, software, and strive to achieve maximum business value.
But the extension of industrial chain and did not bring growth in revenue. In 2003, Lego sales from the previous year's 10116000000 Danish kroner slipped to 7196000000 Danish kroner, loss of 935000000 Danish kroner; in 2004, Lego loss widened to 1931000000 kronor, company mired in debt.
Jorgen was then replaced Lego CEO. He proposed an office regression of creativity, the core idea of fun and quality, focus on assembling toy manufacturing advantage business, and strengthen the implementation of "global downsizing plan".
In China, Jorgen has made "additive". But the radical expansion would not have happened Lego choice. "Our greatest enemies and obstacles, are our own, how to grasp the development scale." Lego China general manager Chen Yizhi said, in a high growth rate, the two or three line of the city is the "fatal attraction", "as we enter the two or three line of the city, the amount of spread is not difficult, but also to ensure the quality of service and the experience is very difficult, it is not Lego wanted."