2 LEGO announced a price increase , Speculators are even more hi

source ：19 Business Research Society （ID:time_biz） author ： Li Jing   Tu Mengying edit ： HongReLin

6 month 20 Japan ,“ LEGO will go up ” Board hot search .

“ Due to the energy in the past two years 、 Logistics and raw material prices continue to rise, leading to rising costs , LEGO Group will 2022 year 8 month 1 Adjust the prices of some products sold in the Chinese market from the th .” On the same day , The customer service of the official flagship store of LEGO Online told the reporter of the times .

As an international famous toy brand , LEGO has made great efforts to raise prices this time .

It can be seen from a circulated list of price increases ,“ ferrari ”“ Tree house ”“ typewriter ” The price of hundreds of popular products will be raised 5%～25%. among , The original price 1699 yuan “ Tree house ”, After the price increase, it will reach 2099 element ; The original price 1199 yuan “ porsche ”, After the price increase, it will reach 1499 element , Gain or increase 25%.

“ The news of the price rise has caused some consumers' anxiety , Stimulate them to place an order and make a deal . Many businesses are also preparing to order ahead of the price increase , At present, according to the feedback of the trading company , The purchase orders sent abroad have been exceeded .”6 month 20 Japan , LEGO sellers 、 LEGO blogger Le fan Alliance （ Hereinafter referred to as “ Lemeng ”） Tell time weekly .

01

Stocking enthusiasm is high

According to relevant media reports , LEGO currently has about 600 Products , There will be 25% The prices of about products have risen . That means , There are more than 100 There will be different price increases for this product .

For this price increase , LEGO officials said it was due to the energy in the past two years 、 Logistics and raw material prices continue to rise, leading to rising costs .

From the online LEGO price increase commodity map , Most of the products with higher prices are best sellers , Many of them have sold for more than 1000 yuan .“ BMW motorcycle ” The official price of is set by 1799 Yuan is adjusted to 2099 element , Up about 16%;“ ferrari ” The official price of is set by 3499 Yuan is adjusted to 3699 element , Up about 6%.

The reporter of time weekly noted that , Before the official price increase , The official flagship store of LEGO on an e-commerce platform has not yet raised its price , Relevant products are still on sale at their original prices .

however , The anxiety about rising prices has been transmitted to the sales side and the consumer side .

6 month 21 Japan , LEGO player Xiao Zhang told Time Weekly ：“ After paying attention to the news of price increase , I'm going to buy some in advance . Now we are ready to start ‘ porsche ’ and ‘ City center assembly square ’ After the price increase, they were all expensive 300 element .”

In Le Meng's view , Because of the soaring raw materials , Lego's price rise is reasonable . Only the players who were hyped magnified the impact of the price increase , Artificial anxiety , Let consumers feel that they will lose a lot if they don't buy now .

The reporter of time weekly noted that , Whether on social platforms or e-commerce platforms ,“ The price will rise soon ” There are many LEGO promotions for gimmicks , Are reminding consumers to place orders and stock up in advance .

“ The current order price is 2 It won't rise until months later , So before that, businesses will try to sell goods , Rapid withdrawal of funds , Place more orders .” Le Meng said , Domestic LEGO merchants have purchase channels both at home and abroad , The purchase cycle abroad is long but the price is cheap , The domestic supply is timely but the price is expensive . This wave of price increases , Because the merchants are actively preparing goods , Feedback from some trading companies , The orders for foreign goods have been exceeded . 

02

Domestic brands take the opportunity to rise ？

Why Lego is so popular , Not only because “ enthusiasts ” A number of , Also because of the so-called appreciation 、 Hedging effect .

“ Over the years , Exaggerate the idea that Lego can maintain its value , More and more players and capital enter , constantly ‘ Stock up ’、‘ fry ’, Most people are chasing up and down . The more it rises , The louder the chase is .” Le Meng said .

Lemeng takes an example to say , With the flagship of science and technology that will be out of print at present 42083 Take Bugatti as an example , Because of out of stock and out of print information transmitted Online , Only in 5 month , Just half a month , The price starts from 2400 It's close to 4000 element .

In Le Meng's view , Lego is a good marketing company .“ LEGO officials will have a product life cycle plan , For example, last year's products are going to be delisted this year , And new models . So at the end of the year, many speculators want to ‘ Gambling out of print ’, Will buy one of them in large quantities .” Le Meng said , however , Some speculators have miscalculated , If Lego is ready to withdraw from the market, its products will benefit very well , Then the delisting plan may be extended ,“ This is unexpected at the market level .”

LEGO occupies a high share of China's building block toy market .

stay 2021 The fiscal year , LEGO Group has opened a new business in the world 165 Carregao brand physical store , With more than 90 Home in China .2014 year , LEGO has set up its China headquarters in Shanghai ;2016 year , Jiaxing factory was completed and put into operation .

According to LEGO Group 2021 The annual financial report shows , comparison 2020 year , The group's annual revenue grew 27%, reach 553 Billion DKK （ Renminbi conversion 526.67 One hundred million yuan ）, Year on year growth in retail sales 22%; LEGO Group's operating profit is 170 Billion DKK （ Renminbi conversion 161.91 One hundred million yuan ）, And 2020 Year on year growth 32%.

however , For this price increase of LEGO , There is a view that , It may become an opportunity for local building block toys .

6 month 20 day , With “ LEGO will go up ” Hot search of ,“ Will you even the price of LEGO ” The topic of is also on the hot search list . Many netizens left messages saying ,“ It's already very expensive, and the price has increased .”“ Domestic building blocks are also very good ”“ Always buy pingti ”.

In recent years, , A number of domestic building block brands have emerged in China . Although not yet mature , But they are also transforming into high-quality products and brands . Like bruco 、 enlightenment 、 Market share of Senbao and other brands , Are all in the process of ascension .

According to whale staff e-commerce big data , The sales data of each building block brand shows , In the first half of this year, the sales of mengxiaoying increased by more than 230%;Keeppley The year-on-year growth of the sales volume of 150%; The year-on-year growth of Senbao building blocks exceeded 50%; Philharmonic's year-on-year growth exceeded 40%. In terms of growth rate , The growth rate of the above domestic building blocks is much higher than LEGO .