上个月丹麦《贝林时报》记者来家里采访我和孩子玩乐高的故事。我用Google翻译了，转帖一下。
丹麦文原文链接见： [url]http://www.business.dk/detailhandel/legos-naeste-maal-i-kina-ligger-i-provinsen[/url] [b]Lego's next target in China is located in the province[/b] By Lasse Karner 20 December 2013 22:30 With sky-high growth and a factory on the road is Lego in China stronger than ever. The next challenge will be to reach into children's bedrooms at the rapidly growing number of wealthier families in the province. BEIJING : Guang Chen do not remember for sure when he first heard about Lego. The Danish toy bricks was not a part of growing up in the Chinese ancestral home . So much he is sure . In fact , it was only after he had children , he slowly began to gather. Today, Lego piled up in boxes under beds , in closets and in yards of shelf space in the family apartment in northern Beijing. Guang Chen has a special fondness for the large and technically challenging kits, while the boys Sai Ke eight and Le Qi of five years is more to the characters in the Hero Factory series. Should they run out of inspiration, the family has a small Lego library of 12 books with a myriad of examples of how to get the most fun out of the colorful building blocks. "When the kids were small , I bought only many different kinds of toys, but the decision quickly to only buy foreign and things like Lego, which is a system that can be used again and again in different ways. It is a creative process , other kinds of toys do not have. That it must be foreign , is a safety issue . I do not trust the quality of Chinese products , "explains Guang Chen . Lego is currently experiencing strong growth in China , where sales the first six months of 2013 increased by over 70 percent. Overall , sales across Asia during the same period by 35 percent . [b]International outlook[/b] Growth in China is mainly due to strong interest from parents who Guang Chen in the more developed cities such as Beijing, Shanghai and Guangzhou. A group of parents who typically have a more international outlook , and is not nothing but enthusiastic about the Chinese education system. In China, the pressures of school and community enormously and competition among kids is tough. Teaching is from the lowest grade levels focused on exams and places great emphasis on rote learning . Therefore, many parents worry that their children get enough time and opportunity to develop more creative and social skills . In five Le Qis kindergarten it became something of an attraction as the place began to offer evening classes and playing with Lego. "Their parents stood in line to get their children registered for kindergarten so had to expand and offer more classes ," said Guang Chen . "Looking at the Chinese education system , it is clear that creativity is not something that is emphasized . The hole can Lego help to fill out . For this reason alone , Lego a niche advantage , as the other major toy companies do not have, "says James Button from Smith Street, a Shanghai - based consultancy. [b]Sales have increased significantly[/b] Lego has for decades been present in China and have been sold by various toy retailers , while Lego China was first established with an office in Beijing in 2010. Since then, sales have increased significantly. First of all the shops in the richest cities in the eastern part of the country. Therefore, one of Lego's next big challenges in China to reach out to more clients from the rapidly growing number of wealthier families in the province. "We have a large portion of our revenue on the East Coast today. In the future we will undoubtedly get larger and larger portion of our sales in the smaller cities as they become more developed . It's not just a matter of moving some bricks out of new stores, but also about our marketing with , "says Bernd Larsen Linde, director of marketing for Lego in China. Part of the development will take place as more shopping malls and toy stores in the province invites Lego inside. A special feature of the market in Asia is the need to set up events and other initiatives in stores and malls . It makes Lego already , and it will also be part of the strategy in the province. In addition, play TV commercials and social media a major role in promoting the various products. The Chinese penchant for shopping online is a trend also marks by the Danish toy manufacturer. [b]Lego belong in fantasy land[/b] "The Internet is now a major sales channel for us , but when you look back in ten years, I think that online sales will have helped to move at some things. Toys will not always be an impulse purchase , such as a cold Coke. Perhaps one should first use it as a gift about a week , and so it is certainly relevant in online sales , "says Bernd Larsen Linde. He is currently located in Shanghai, where management has moved to Beijing . This has been done prior to the construction of a new Lego factory in Jiaxing, near Shanghai. Once construction is not started , but is scheduled to Lego's first factory in Asia for completion in 2017. Beyond the immediate logistical advantages , the new production make it easier for Lego quickly adapt production to demand among Asian consumers. "We must be as close to our consumers as possible , and we are not in Asia, when we send everything by ship underway for three months ," explains Bernd Larsen Linde. The factory will be Lego's fourth overseas. So far, the production took place in Denmark , Czech Republic, Hungary and Mexico. This reminder Lego closer to an important growth market - but also closer to a group of Chinese companies are trying to copy the toy down to the smallest detail. Even the name is preserved . In Chinese called Lego Legao , which has received a copy company to call itself Ligao . Although the quality is not the same , similar copies are often confused. For the Chinese consumer , it can be difficult to distinguish. [b]Lots of copies[/b] The most obvious difference can be found on the price tag. A rescue helicopter and a few of the classic yellow characters from Lego costs 310 kroner on Tmall , China's largest platform for online shopping. They may like a helicopter kits available for DKK 50 at the Chinese competitor Banbao. "The first Chinese parents place marks when they take a package Lego down from the shelf , the price . But yet we have failed for some of the local competitors to produce a block of the same quality , "says James Button from the consulting firm Smith Street. He believes , however, that Lego's main competitors are the local copy companies or the major international toy giants. "I think in the future we will see more competition from digital platforms . Rather than compete with Mattel , the future rival the iPad. On the tablet and the phone can also have a strong educational aspect and foster creativity and Lego's target audience in China typically have the kind of products at home, "he said. At the home of Guang Chen football game on Xbox recently become the biggest Lego competitor. At the age of eight are Sai Ke long been propelled on all digital platforms. In order to reduce his son's use of video games has Guang Chen made a house rule in 15 minutes of play in weekdays. A similar restriction has not proved necessary for the use of Lego toys .