樂(lè)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(lè)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(guó)兒童開(kāi)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(zhǎng)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(tuán)將于今年晚些時(shí)候推出首批聯(lián)合數(shù)字項(xiàng)目，其中可能包括專為中國(guó)設(shè)計(jì)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(lè)高有時(shí)在數(shù)字項(xiàng)目上遭遇困境，但中國(guó)已成為這家10多年強(qiáng)勁銷售增長(zhǎng)去年陷入停滯的玩具制造商一個(gè)難得的真正亮點(diǎn)。

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(lè)高前首席執(zhí)行官上任僅幾個(gè)月即被炒，隨后公司迎來(lái)了一位兜售其數(shù)字經(jīng)驗(yàn)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(lè)高品牌游戲?qū)⒃隍v訊在國(guó)內(nèi)流行的游戲平臺(tái)上進(jìn)行開(kāi)發(fā)、發(fā)布和運(yùn)營(yíng)。

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(guò)YouTube上發(fā)布的樂(lè)高視頻無(wú)法在中國(guó)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(lè)高在全球26個(gè)國(guó)家推出的面向兒童的社交媒體網(wǎng)絡(luò))帶到中國(guó)，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(lè)高的高管們強(qiáng)調(diào)了這一合作伙伴關(guān)系對(duì)安全的重視。這家玩具制造商長(zhǎng)期擔(dān)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(duì)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(jī)。

“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(lè)高中國(guó)區(qū)總經(jīng)理雅各布•克拉格(Jacob Kragh)表示：“我們看到越來(lái)越多的中國(guó)兒童通過(guò)數(shù)字技術(shù)與世界互動(dòng)，這一合作伙伴關(guān)系將給他們帶來(lái)安全、富于想象力的數(shù)字樂(lè)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(lè)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(lè)高宇宙》(Lego Universe)，然后是樂(lè)高世界(Lego Worlds)，都沒(méi)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(dá)克(Matthew Hudak)表示，盡管該公司尚未開(kāi)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(lái)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(shuō)，樂(lè)高需要在中國(guó)構(gòu)建品牌知名度，尤其應(yīng)專注為中國(guó)消費(fèi)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(guó)開(kāi)設(shè)了一家工廠，預(yù)計(jì)樂(lè)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(lè)高還首次在中國(guó)贏得了針對(duì)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(duì)互聯(lián)網(wǎng)用戶低齡化的趨勢(shì)，樂(lè)高集團(tuán)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(gè)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(lè)高正面臨自2003年瀕臨財(cái)務(wù)崩潰以來(lái)的最大考驗(yàn)。由于美歐市場(chǎng)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。