China-Import Expo/Lego

Danish toy giant Lego looks to build bigger share of China market

  • English
  • Español

Shotlist


Shanghai Municipality, east China - Recent (CCTV - No access Chinese mainland)
1. Various of Lego statue featuring Jinbao, mascot of China International Import Expo (CIIE)

Shanghai Municipality, east China - Nov 6, 2019 (CCTV - No access Chinese mainland)
2. SOUNDBITE (English) Niels Christiansen, CEO, Lego Group (partially overlaid with shot 3):
"It's a very special place. Last year we had the opportunity to showcase a lot of our products, and play experiences, and all our products for education and show that first to a lot of people but also engage with authorities in different ways on learning through play, on the issue of education, also on the discussions on IPR. And I actually think we have seen good progress in the year on some of these things, so that only spurred us to be here again at the second time."

FILE: Shanghai Municipality, east China - February 2019 (CGTN - No access Chinese mainland)
++SHOT OVERLAYING SOUNDBITE++
3. Lego product of Oriental Pearl tower
++SHOT OVERLAYING SOUNDBITE++
4. Various of children playing with Lego toys

Shanghai Municipality, east China - Nov 6, 2019 (CCTV - No access Chinese mainland)
5. SOUNDBITE (English) Niels Christiansen, CEO, Lego Group (partially overlaid with shot 6):
"The Chinese market is very important for us. Throughout our lifetime as a company, we have sourced stories or told stories from many parts of the world . We just think there is such a rich culture also in China, such a rich foundation of old stories that it's also interesting for us to tap into and make those stories known, of course, to Chinese kids who have actually told them or heard them, maybe their parents told them, but also for kids in the rest of the world for them to know more about Chinese culture."
++SHOTS OVERLAYING SOUNDBITE++
6. Various of Lego toy featuring Chinese dragon boat racing

FILE: Shanghai Municipality, east China - February 2019 (CGTN - No access Chinese mainland)
7. Various of girl playing, showing Lego toy
++SHOTS OVERLAYING SOUNDBITE++

Shanghai Municipality, east China - Oct 28, 2019 (CCTV - No access Chinese mainland)
8. Various of toys in Lego specialty store

Shanghai Municipality, east China - Nov 6, 2019 (CCTV - No access Chinese mainland)
9. SOUNDBITE (English) Niels Christiansen, CEO, Lego Group (partially overlaid with shot 10):
"Basically, I think two things that I actually kind of learned most about or recognized is, on the one side, the very clear opening-up, actually making the world economy bigger to the benefit of everybody and on the other side there is creating a friendly business environment for all companies, and [President Xi] particularly touched on the IPR issues about regulation and even stronger enforcement. So I think those are two very clear messages."

Shanghai Municipality, east China - Nov 7, 2019 (CCTV - No access Chinese mainland)
++SHOT OVERLAYING SOUNDBITE++
10. CIIE sign, mascots
++SHOT OVERLAYING SOUNDBITE++

Shanghai Municipality, east China - Recent (CCTV - No access Chinese mainland)
11. Entrance to National Exhibition and Convention Center, venue for CIIE
12. Various of flags
13. CIIE mascots
14. Aerial shot of National Exhibition and Convention Center

Storyline


The world's leading toy maker Lego will look to lay bigger building blocks in China as the world's second largest economy has committed to expanding its opening-up and reform processes and strengthened protection of intellectual property rights (IPR), according to the Danish toy giant's CEO.

Niels Christiansen, Lego's CEO, made the remarks at the ongoing second China International Import Expo (CIIE) in Shanghai, where his company again has a large presence among the 3,800 enterprises attending the expo.

He said he hopes visitors at the expo can see not just the fun experience but the great educational value that Lego toys have.

"Last year we had the opportunity to showcase a lot of our products, and play experiences, and all our products for education and show that first to a lot of people but also engage with authorities in different ways on learning through play, on the issue of education, also on the discussions on IPR. And I actually think we have seen good progress in the year on some of these things, so that only spurred us to be here again at the second time," Christiansen said.

Founded in 1932, the Lego Group has now produced more than 600 billion of its famous colored building blocks which remain popular all around the world. The company aims to invest heavily in the Chinese market and will look to increase its physical presence by opening 100 new stores by the end of next year, taking its total to 220 in more than 50 Chinese cities.

"The Chinese market is very important for us. Throughout our lifetime as a company, we have sourced stories or told stories from many parts of the world. We just think there is such a rich culture also in China, such a rich foundation of old stories that it's also interesting for us to tap into and make those stories known, of course, to Chinese kids who have actually told them or heard them, maybe their parents told them, but also for kids in the rest of the world for them to know more about Chinese culture," he said.

Christiansen said the speech by Chinese President Xi Jinping at Tuesday's opening ceremony has further strengthened his confidence in China and the future of doing business in the country.

In his opening speech, President Xi sent a clear message that the country will continue to open up its market, keep expanding market access, continue improving the business environment and strengthen protection of intellectual property rights, all points which were appealing to the Lego boss.

"Basically, I think two things that I actually kind of learned most about or recognized is, on the one side, the very clear opening-up, actually making the world economy bigger to the benefit of everybody and on the other side there is creating a friendly business environment for all companies, and [President Xi] particularly touched on the IPR issues about regulation and even stronger enforcement. So I think those are two very clear messages," said Christiansen.

DOWNLOAD
  • ID : 8126753
  • Published : 2019-11-09 17:43
  • Last Modified : 2019-11-10 18:39:50
  • Location : Shanghai,China
  • Category : economy, business and finance
  • Duration : 2'41
  • Audio Language : English/Nats
  • Source : China Central Television (CCTV),China Global Television Network (CGTN)
  • Restrictions : No access Chinese mainland
  • Version : 0
  • ID : 8126753
  • Published : 2019-11-10 18:37
  • Last Modified : 2019-11-10 18:39:50
  • Location : Shanghai,China
  • Category : economy, business and finance
  • Duration : 2'41
  • Audio Language : Chino/Nats
  • Source : China Central Television (CCTV)
  • Restrictions : No acceso a la parte continental de China
  • Version : 0

China-Import Expo/Lego

Danish toy giant Lego looks to build bigger share of China market

Dateline : Nov 6/7, 2019/Recent/File

Location : Shanghai,China

Duration : 2'41

  • English
  • Español


Shanghai Municipality, east China - Recent (CCTV - No access Chinese mainland)
1. Various of Lego statue featuring Jinbao, mascot of China International Import Expo (CIIE)

Shanghai Municipality, east China - Nov 6, 2019 (CCTV - No access Chinese mainland)
2. SOUNDBITE (English) Niels Christiansen, CEO, Lego Group (partially overlaid with shot 3):
"It's a very special place. Last year we had the opportunity to showcase a lot of our products, and play experiences, and all our products for education and show that first to a lot of people but also engage with authorities in different ways on learning through play, on the issue of education, also on the discussions on IPR. And I actually think we have seen good progress in the year on some of these things, so that only spurred us to be here again at the second time."

FILE: Shanghai Municipality, east China - February 2019 (CGTN - No access Chinese mainland)
++SHOT OVERLAYING SOUNDBITE++
3. Lego product of Oriental Pearl tower
++SHOT OVERLAYING SOUNDBITE++
4. Various of children playing with Lego toys

Shanghai Municipality, east China - Nov 6, 2019 (CCTV - No access Chinese mainland)
5. SOUNDBITE (English) Niels Christiansen, CEO, Lego Group (partially overlaid with shot 6):
"The Chinese market is very important for us. Throughout our lifetime as a company, we have sourced stories or told stories from many parts of the world . We just think there is such a rich culture also in China, such a rich foundation of old stories that it's also interesting for us to tap into and make those stories known, of course, to Chinese kids who have actually told them or heard them, maybe their parents told them, but also for kids in the rest of the world for them to know more about Chinese culture."
++SHOTS OVERLAYING SOUNDBITE++
6. Various of Lego toy featuring Chinese dragon boat racing

FILE: Shanghai Municipality, east China - February 2019 (CGTN - No access Chinese mainland)
7. Various of girl playing, showing Lego toy
++SHOTS OVERLAYING SOUNDBITE++

Shanghai Municipality, east China - Oct 28, 2019 (CCTV - No access Chinese mainland)
8. Various of toys in Lego specialty store

Shanghai Municipality, east China - Nov 6, 2019 (CCTV - No access Chinese mainland)
9. SOUNDBITE (English) Niels Christiansen, CEO, Lego Group (partially overlaid with shot 10):
"Basically, I think two things that I actually kind of learned most about or recognized is, on the one side, the very clear opening-up, actually making the world economy bigger to the benefit of everybody and on the other side there is creating a friendly business environment for all companies, and [President Xi] particularly touched on the IPR issues about regulation and even stronger enforcement. So I think those are two very clear messages."

Shanghai Municipality, east China - Nov 7, 2019 (CCTV - No access Chinese mainland)
++SHOT OVERLAYING SOUNDBITE++
10. CIIE sign, mascots
++SHOT OVERLAYING SOUNDBITE++

Shanghai Municipality, east China - Recent (CCTV - No access Chinese mainland)
11. Entrance to National Exhibition and Convention Center, venue for CIIE
12. Various of flags
13. CIIE mascots
14. Aerial shot of National Exhibition and Convention Center


The world's leading toy maker Lego will look to lay bigger building blocks in China as the world's second largest economy has committed to expanding its opening-up and reform processes and strengthened protection of intellectual property rights (IPR), according to the Danish toy giant's CEO.

Niels Christiansen, Lego's CEO, made the remarks at the ongoing second China International Import Expo (CIIE) in Shanghai, where his company again has a large presence among the 3,800 enterprises attending the expo.

He said he hopes visitors at the expo can see not just the fun experience but the great educational value that Lego toys have.

"Last year we had the opportunity to showcase a lot of our products, and play experiences, and all our products for education and show that first to a lot of people but also engage with authorities in different ways on learning through play, on the issue of education, also on the discussions on IPR. And I actually think we have seen good progress in the year on some of these things, so that only spurred us to be here again at the second time," Christiansen said.

Founded in 1932, the Lego Group has now produced more than 600 billion of its famous colored building blocks which remain popular all around the world. The company aims to invest heavily in the Chinese market and will look to increase its physical presence by opening 100 new stores by the end of next year, taking its total to 220 in more than 50 Chinese cities.

"The Chinese market is very important for us. Throughout our lifetime as a company, we have sourced stories or told stories from many parts of the world. We just think there is such a rich culture also in China, such a rich foundation of old stories that it's also interesting for us to tap into and make those stories known, of course, to Chinese kids who have actually told them or heard them, maybe their parents told them, but also for kids in the rest of the world for them to know more about Chinese culture," he said.

Christiansen said the speech by Chinese President Xi Jinping at Tuesday's opening ceremony has further strengthened his confidence in China and the future of doing business in the country.

In his opening speech, President Xi sent a clear message that the country will continue to open up its market, keep expanding market access, continue improving the business environment and strengthen protection of intellectual property rights, all points which were appealing to the Lego boss.

"Basically, I think two things that I actually kind of learned most about or recognized is, on the one side, the very clear opening-up, actually making the world economy bigger to the benefit of everybody and on the other side there is creating a friendly business environment for all companies, and [President Xi] particularly touched on the IPR issues about regulation and even stronger enforcement. So I think those are two very clear messages," said Christiansen.

ID : 8126753

Published : 2019-11-09 17:43

Last Modified : 2019-11-10 18:39:50

Source : China Central Television (CCTV),China Global Television Network (CGTN)

Restrictions : No access Chinese mainland

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