Lego is getting more and more global when it comes to expansion. One of the best markets for Lego is China, clocking double-digit growth last from the company’s global sales. Lego allows Chinese children to grow in creativity and a sense of accomplishment. It helps them build confidence, and to think outside of the box. This essay will account for Lego’s success with Chinese parents and discuss reasons for Lego’s success in China and its challenges on the Chinese market.
Lego products are very popular with Chinese parents, because Lego created a new world of education. Education is something extremely important for Chinese people, however, it does not offer creativity as an opportunity. Instead of playing with some kind of technology, it helps them being innovative and creative through construction. One of those kids is the six-year-old Ye Xiyi. She has been a fan of Lego for almost her entire life. Lego inspires her to think differently, and instead of just follow the way of the introduction, she creates different models of her ideas. Lego has a price, where everybody can be in on it.
Lego is successful in the Chinese market, because of the new way of thinking. Lego is making the kids thinking more logically and improving their motor skills, and with that said, Lego is also a newcomer to China, so it is new for everyone. Lego is building a bond with the Chinese consumers through their stores, because it gives them a chance to experience Lego directly. In 2020 Lego introduced web initiatives such as extra discounts, membership program and special promotions for holidays. Lego used their marketing in the right way by focusing on reputation in what the Chinese people were looking for. Lego is meeting the demands from the Chinese consumers in the quality and rejecting the fear of finding the plastic toxic.
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