DAY 7 – Shanghai Trade Zone and LEGO
Following our visit to the Shanghai Free Trade Zone came was a meeting with Lego China. The toy company which focuses on ‘good quality play’, made China a priority 2 years ago. China provides a unique opportunity for Lego to reach more children.
Smith students learned how the company leverages China’s unique digital ecosystem to bring their products to Chinese consumers.
The company has positioned themselves as a premium and safe quality toy maker, a distinguishable attribute amongst other toy companies. We also learned about how Lego is responding to demographic challenges in China and ways they’re cultivating capabilities to meet local demands.