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玩具巨头遭遇波折 乐高从破产边缘走回

2017-09-16 07:46:43   中国经济网

前几年有美国人做过一次实验,想看看离开“中国制造”日子还能不能过。这一实验开始后,他家的孩子首先就遇到了麻烦,因为他发现几乎所有的玩具都是产自中国,除了乐高。

与价廉物美的中国玩具不同的是,价格从来不是乐高的竞争强项,这家享誉全球的丹麦玩具制造商拼的是创意。十几年来无尽的创意为乐高带来滚滚利润。而最新数据显示,今年上半年其收入出现13年来的首次下降,乐高在玩具市场上的好时光可能正遭遇波折。

“简单即复杂”圈粉无数

乐高公司今年9月初表示,为应对销售收入增长放缓,该公司将裁撤1400个工作岗位。此前该公司公布了今年上半年销售收入。数据显示,该公司实现净利润34亿丹麦克朗(约合5.44亿美元),上年同期为35亿丹麦克朗。同期收入下降5%,至149亿丹麦克朗,上年同期为157亿丹麦克朗,收入下降为13年来首次。

正是由于将“简单即复杂”这一理念演绎到极致,使得简单的拼装积木为乐高圈粉无数。不过产品结构虽然简单,可乐高公司的问题却并不简单。乐高目前拥有约1.8万名雇员,公司表示其架构已变得过于复杂。该公司估计,到2017年年底将在全球裁员约8%。

乐高的问题并非一日之因,其危机苗头其实在两年前就已浮现。

经过多年的两位数增长后,2015年以来乐高业绩持续放缓,特别是在美国等大型成熟市场放缓更为明显,只不过新兴市场的增速掩盖了这一问题。而当新兴市场的高速增长也无以为继时,所有的问题就一下爆发出来。

除了消费者审美疲劳外,玩具领域的电子化趋势也给乐高提出新的挑战。“千禧一代”或许是最后一批愿意在地上一坐几个小时将一袋积木按照图纸组装起来的群体,当这群人逐渐退出乐高的目标客户群体后,公司发现新一代的孩子更喜欢有声光动态效果的玩具。虽然乐高也推出编程积木来努力应对智能手机应用程序和视频游戏所带来的竞争,但是由于产品结构和价格错位,这种复杂的玩具一直难以成为打开新市场的利器。

破产边缘走回

其实,不少人对乐高前景仍持乐观看法,一方面是由于半年业绩并不能说明太多问题,另一方面和本世纪初遭遇的危机相比,现在乐高面临的情况还是小打小闹,因为当年这家丹麦巨头甚至险些破产。

在乐高85年的历史中,既有高歌猛进的时代,也有陷入低谷的阶段。前者比如从1979年到1993年,乐高在全球化的红利下经历长达15年的快速成长期,年均增长率14%,每5年公司的销售额就翻一番。而低谷就发生在本世纪初,在2000年到2004年间,乐高曾经历长达5年的亏损,一度面临破产清算的危机。

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