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Analyze the target markets of lego in china

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Reference no: EM133175184

The company has in recent years developed products featuring Chinese cultural elements such as the Spring Festival products. The dragon boat products also allow it to bond with local fans and children. Huang said locally relevant products are designed by a Denmark-based design team who have flown to China to conduct research and crafted culturally inspired innovations. Lego established its first Chinese factory in Jiaxing, Zhejiahg province, in 2015. The company said it plans to bring the total number of certi?ed stores to 140 in China by the end of 2019 covering more than 35 cities in the country. It also announced a branded mobile game in partnership with Chinese gaming and internet giant Tencent.

Question:

1. Please analyze the target markets of LEGO in China. Please describe their demographic characteristics.

2. Today we are in the digital age. is it wise for LEGt]I to open so many of?ine stores in China? Please explain your opinion in detail.

3. Today most companies are adopting an 020 {online To Of?ine) channel strategy. What do you think LEGO should do? Please give your suggestion in detail.

Reference no: EM133175184

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