樂高與騰訊結(jié)成數(shù)字合作伙伴關(guān)系

Lego and Tencent have formed a wide-ranging digital partnership to develop games, online videos and a social media network for children in China, as the Danish toymaker seeks to restart its stuttering growth trajectory.

樂高(Lego)與騰訊(Tencent)結(jié)成了覆蓋面甚廣的數(shù)字合作伙伴關(guān)系，為中國兒童開發(fā)游戲、在線視頻和社交媒體網(wǎng)絡(luò)。目前這家丹麥玩具制造商正尋求重啟其舉步維艱的增長軌跡。

The world’s second-largest toymaker and Asia’s biggest technology group will launch their first joint digital initiatives later this year and one of them is likely to be an online game designed especially for China.

這家全球第二大玩具制造商與亞洲最大科技集團將于今年晚些時候推出首批聯(lián)合數(shù)字項目，其中可能包括專為中國設(shè)計的在線游戲。

Lego has sometimes struggled with its digital projects but China has been a rare unalloyed bright spot for the toymaker after more than a decade of stellar sales growth came to a halt last year.

樂高有時在數(shù)字項目上遭遇困境，但中國已成為這家10多年強勁銷售增長去年陷入停滯的玩具制造商一個難得的真正亮點。

The Danish toymaker jettisoned its chief executive after only a few months on the job in 2017, bringing in a younger leader and touting his digital experience.

2017年，樂高前首席執(zhí)行官上任僅幾個月即被炒，隨后公司迎來了一位兜售其數(shù)字經(jīng)驗的更年輕領(lǐng)導(dǎo)者。

Under the partnership, Lego-branded games will be developed, published and operated on Tencent’s popular gaming platforms in China.

依據(jù)上述合作伙伴關(guān)系，樂高品牌游戲?qū)⒃隍v訊在國內(nèi)流行的游戲平臺上進行開發(fā)、發(fā)布和運營。

The toymaker will also seek to get round restrictions that prevent Lego videos published on YouTube from being played in China by putting them on Tencent’s own video service.

這家玩具制造商還將尋求繞過YouTube上發(fā)布的樂高視頻無法在中國播放的限制，將這些視頻放在騰訊自己的視頻服務(wù)上。

The partnership will also seek to bring Lego Life, a social media network for young children that the toymaker has launched in 26 countries, to China as well as publish the online operating system for its Boost coding toys.

這一合作伙伴關(guān)系還將尋求把Lego Life(樂高在全球26個國家推出的面向兒童的社交媒體網(wǎng)絡(luò))帶到中國，并為其Lego Boost編程玩具發(fā)布在線操作系統(tǒng)。

Lego executives underlined the emphasis on safety in the partnership. The toymaker has long been worried about the potential misuse of its products online. Some former executives have bemoaned that the company’s conservative approach to the digital world has allowed the likes of Minecraft to steal a march on the toymaker.

樂高的高管們強調(diào)了這一合作伙伴關(guān)系對安全的重視。這家玩具制造商長期擔心其產(chǎn)品可能在網(wǎng)上被濫用。一些前高管抱怨稱，該公司對待數(shù)字世界的保守姿態(tài)，讓《我的世界》(Minecraft)之類的游戲奪得了先機。

“We’ve seen more and more Chinese children engage with the world digitally, and the partnership will bring them safe and imaginative digital Lego content,” said Jacob Kragh, general manager of Lego in China.

樂高中國區(qū)總經(jīng)理雅各布•克拉格(Jacob Kragh)表示：“我們看到越來越多的中國兒童通過數(shù)字技術(shù)與世界互動，這一合作伙伴關(guān)系將給他們帶來安全、富于想象力的數(shù)字樂高內(nèi)容。”

Lego’s attempts to replicate the build-anything potential of Minecraft have flopped, first with Lego Universe and then Lego Worlds failing to capture children’s imagination.

樂高嘗試復(fù)制《我的世界》中建造虛擬世界的努力都未獲成功，先是《樂高宇宙》(Lego Universe)，然后是樂高世界(Lego Worlds)，都沒能抓住孩子們的想象力。

Matthew Hudak, analyst at Euromonitor, said that while the company had yet to create a major hit, “the potential upside of creating one may be worth continued heavy investment”.

歐睿咨詢(Euromonitor)分析師馬修•胡達克(Matthew Hudak)表示，盡管該公司尚未開發(fā)出一款風(fēng)靡的爆款網(wǎng)絡(luò)游戲，但“打造這樣一款游戲可能帶來的好處或許值得繼續(xù)大舉投資”。

He said Lego needs to build its brand awareness in China, with particular focus on creating products tailored for local consumers.

他說，樂高需要在中國構(gòu)建品牌知名度，尤其應(yīng)專注為中國消費者量身打造產(chǎn)品。

The Danish toymaker opened a factory in China in 2016 and eventually expects to make about three-quarters of all its products for Asia from its Jiaxing facility. Lego also won a copyright case against imitators of its bright plastic bricks for the first time in China last year.

2016年，這家丹麥玩具制造商在中國開設(shè)了一家工廠，預(yù)計樂高在亞洲所售全部產(chǎn)品的約四分之三最終將在這家位于嘉興的工廠生產(chǎn)。去年，樂高還首次在中國贏得了針對其色彩鮮艷的塑料積木仿冒者的版權(quán)官司。

“Faced with the tendency of lower age in internet users, the co-operation between the Lego Group and Tencent can leverage technological and innovative means to build a healthy online environment for children,” said Anna Gao, vice-president of Tencent Games.

騰訊游戲副總裁高莉(Anna Gao)表示：“面對互聯(lián)網(wǎng)用戶低齡化的趨勢，樂高集團與騰訊之間的合作可以充分利用技術(shù)和創(chuàng)新手段，為孩子們打造一個健康的網(wǎng)絡(luò)環(huán)境。”

Lego is facing its biggest test since it came close to financial collapse in 2003. Its sales declined 5 per cent in the first half of 2017 due to weakness in the US and Europe, causing it to shed almost a tenth of its workers as it pressed “the reset button”.

樂高正面臨自2003年瀕臨財務(wù)崩潰以來的最大考驗。由于美歐市場疲軟，該公司2017年上半年的銷售額下降了5%，導(dǎo)致公司按下“重啟鍵”，裁減了近十分之一員工。