Construction of Denmark's Lego Toys' first production base in Asia officially started last week

Danish Lego Toys’ first production base in Asia officially started construction last week, the local 'Jiaxing Daily' reported. The project is located in Zhejiang Jiaxing Economic and Technological Development Zone, with a total investment of 290 million US dollars and a registered capital of 118 million US dollars. After the project is put into production, the annual production capacity can reach up to 7.76 million sets of plastic modules for various intellectual toys. It is reported that the Lego Group is mainly engaged in the development and production of plastic intellectual toys. In terms of revenue, it is the world's second largest toy manufacturer. In the Asian market, the Lego Group’s sales have grown at a rate of more than 50% per year, but there has been no manufacturing base in China. Lego announced in March last year that it would start construction of a Chinese factory in early 2014, and said it would include injection molding, decoration and packaging production. The company said it will have 200-400 employees in 2015 and will reach production in 2017 and will have 2,000 employees. Coincidentally, one month before the start of construction of the Jiaxing plant, Lego management stated that the Danish flag could not promote overseas sales and decided to play down Danish elements in foreign sales in the future, according to the Danish 'News Today' news. Experts believe that this will help LEGO's overseas expansion, and pointed out that the Muhammad crisis tells us that the risk of companies with national identity is that the closer the brand and the country are connected, the more likely it is to encounter political conflicts and boycotts in the future. Big. The timing of the Lego management's remarks was very appropriate, which cleverly laid the commercial foundation and public confidence for the Chinese production base.