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Lego is to build its first factory in Asia as the toymaker taps into surging demand in the region and continues its push to add production in low-cost countries.
丹麥玩具積木製造商樂高(Lego)將在亞洲興建第一家工廠，以滿足亞洲市場的需求，延續該公司在低成本國家建廠的戰略。
The Danish maker of toy bricks will start building a factory in Jiaxing, China, next year. When the factory opens in 2017 it will only supply parts to Asia, which is set to become the world’s biggest market for toys. The plant is expected to meet 70-80 per cent of total regional demand for Lego.
樂高明年起將在中國嘉興建立一家工廠，計劃於2017年完工，屆時它將只向亞洲地區供貨。亞洲將成為全球最大的玩具市場。預計新工廠可以滿足亞洲對樂高產品需求的70%到80%。
Lego’s sales have almost tripled since 2007, making it the world’s second-largest toymaker by revenues behind Mattel. Asia has played a big part in its success, as its annual sales increase by more than 50 per cent in recent years. It is also highly profitable, with net profits last year of about $1bn and a gross profit margin of 71 per cent.
樂高銷售額自2007年以來增長了近兩倍，成為按營收額計算的全球第二大玩具製造商，僅次於美泰(Mattel)。最近幾年，樂高在亞洲的銷售額每年增長逾50%，這一市場對該公司的成功貢獻很大。樂高的盈利水平也很高，去年實現淨利潤約10億美元，毛利率達到71%。
Jiaxing is located around 100km from Shanghai, where Lego is planning to build a regional distribution centre for Asia. Its Chinese factory will follow plants in Hungary, the Czech Republic and Mexico as the group diversifies away from its roots in central Denmark in the countryside town of Billund.
樂高還計劃在距嘉興約100公里的上海設立亞洲地區分銷中心。樂高總部位於丹麥中部的比隆鎮(Billund)，此前已在匈牙利、捷克共和國和墨西哥開設了工廠。
The plant will employ about 2,000 workers once it is fully operational in 2017 and Lego will invest more than ?100m to build it.
到2017年全面投入運營時，嘉興工廠員工數量將達2000名左右，投資額將超過1億歐元。
“It is our strategy to have production close to our core markets in order to secure short lead-time and world class service to our customers and consumers, and it has proven a successful strategy. Asia – including China – is a future core market for the Lego Group,” said Bali Padda, Lego’s chief operating officer.
樂高首席營運官巴利•帕達(Bali Padda)表示：“我們的戰略是在靠近核心市場的地方生產，以便縮短交貨期，為我們的`客戶和消費者提供世界級的服務。事實證明這是一個成功的戰略。包括中國在內的亞洲地區是樂高集團未來的核心市場。”
He added that the new factory would be more environmentally friendly by reducing the need to transport Lego pieces between Europe and Asia.
他補充稱，新工廠將降低從歐洲運至亞洲的樂高玩具數量，更有利於保護環境。
The privately owned Danish toymaker has enjoyed a renaissance after it expanded too quickly at the end of the last century and started to run up losses. An outside chief executive, Jørgen Vig Knudstorp who came from McKinsey, cut jobs and product lines and boosted production outside Denmark.
樂高是一家丹麥私營玩具製造企業。上世紀末，樂高曾由於過快擴張而出現虧損，但近年又重返增長。曾在麥肯錫(McKinsey)工作的執行長Jørgen Vig Knudstorp，先後裁員並削減了生產線，還推動公司在丹麥以外的地方建廠。
Recent success has come from building sets linked to films such as Stars Wars and The Hobbit as well as Lego Friends, a new line aimed at girls.
樂高最近的成功源於該公司推出了以《星球大戰》(Stars Wars)和《霍位元人》(The Hobbit)等影片為主題的積木，以及新為女孩設計的Lego Friends系列。
