Years of accumulation, targeting the boys’ market
Along the way, Woma’s brand journey has been witnessed by the market.
In the early days, Woma launched many styles of building blocks, including baby, children, girls, city, etc. By placing advertisements during prime time on satellite TV, cooperating with professional reviewers, promoting WeChat public accounts, and holding online and offline building block competitions, Woma quickly opened up brand awareness with a large number of products and a wide range of promotional activities. Boys’ building blocks represented by the SWAT series stand out. Since the product was launched, it has set off a craze in the building block market, with sales exceeding 10 million yuan in 3 months, injecting new impetus for Woma’s continued development in the building block industry.
In the medium term, as the understanding of the domestic market deepened, Wo Ma listed children aged 6-14 as the brand target group. Based on the previous stage of the SWAT series of building blocks, it expanded into the subdivided field of boys’ building blocks. According to the personality characteristics of boys who like cool themes such as weapons, wars, heroes and models, it developed and launched a series of small-particle building blocks such as military, firefighting, police, warships, and engineering. They are deeply sought after by children and have formed their own boy building block characteristics. Through considerable online and offline exposure, brand awareness has been improved, and the brand’s own strong recognition and reputation have been shaped. At this stage, following the SWAT series, the military series and World of Warships series have become topics of great interest in the building block circle.
Now, the task of brand creation has been completed, and the stage of long-term battle for license holding has begun. Faced with a large number of new and old building block brand competitors emerging in China, Wo Ma has focused on improving user loyalty at this stage. Every year, the company regularly sends design teams to visit domestic and foreign exhibitions and offline building block activities, go deep into the gathering places of building block fan network communities, understand consumer needs, establish connections with consumers, enhance interaction and communication with consumers, and reflect feedback in product design, resonate in the emotional dimension and product dimension, and enhance user loyalty to the brand.
Womar’s efforts in independent innovation are obvious to all: it has developed and produced hundreds of millions of particles so far, applied for patent protection and work registration, registered more than 60 items, and won the honorary title of Shantou Copyright Development Demonstration Base.