"As China's toy industry embraces development opportunities, it also faces many problems," In 2017, the retail scale of the national toy industry increased by as much as 16.24 percent. However, it cannot be ignored that the toy industry products are highly homogeneous, the price competition is fierce, and the profits are getting lower and lower. Especially in the circle of small particle brick, compared with international famous enterprises, local brands have low popularity. The r&d and design level, brand influence, quality level and others are backward international famous brands. In the whole industry, enterprises are small and scattered, with low degree of concentration and organization, and the market share of individual enterprises is low.
The data showed that Lego toy is being in the top with a 33.2% market share in the category of assembling architecture in China from the 2015, the rest of market share is divided by other brand, but the price of other brand is generally lower than Lego.