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当前位置:2018CBME > 大咖对话 > Hape:创造激发孩子好奇心的玩具
Hape:创造激发孩子好奇心的玩具

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Hape的玩具在妈妈中一直很有口碑,是妈妈为宝宝开发智力和创造力的首选。2018年上海CBME中国孕婴童展上,我们有幸采访到Hape控股集团创始人兼总裁Peter Handstein先生,他为我们介绍了Hape的核心竞争产品,以及他们的品牌理念。



育儿网: As a world-wide famous brand, we have seen many new toy products in our site, so could you just please introduce your products for our moms, and the layout of your Hape?

Hape作为一个国际知名的玩具品牌,我们在现场看到很多新品展出,能否给我们的妈妈们介绍一下这些新品以及Hape的发展格局?

 

Peter: As everybody knows, Hape originally is a wooden toy company, Mu Tou Da(木头的). And now we have changed to based-on wooden toys, but we also add other elements to make the toy more interesting and more encouraging, as we know, curiosity is the most important for child’s development.

众所周知,Hape最早是做木制玩具起家的,现在在木制玩具的基础上,我们加入了一些新元素,让玩具更好玩,更具启发性;因为我们知道,好奇心对于孩子的发展至关重要。

 

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育儿网: We know that the belief of Hape is the Love Play Learn. Above all these toys, which one of them can mostly represent the belief of Hape? Could you introduce it?

我们知道Hape的核心理念是Love Play Learn;在这些所有的玩具中,您觉得哪一款最能代表Hape理念?能给我们介绍一下吗?

 

Peter: The toy in front of me is PolyM. PolyM is original from Germany, and we still have many factories in Germany. And this is the first toy I sold 32 years ago, and I sold it to all kindergartens in Germany. So whenever you go to a kindergarten in Germany, all of them have PolyM.

大家现在看到的这款玩具叫PolyM,起源于德国,现在在德国还有很多PolyM工厂。这是我32年前经销的第一款玩具,我把它推广到德国所有的幼儿园;走进德国的任何一家幼儿园,你都能看到PolyM。

 

Why I did it? I thought this can generate creativity. I show it to you. We just have a piece of PolyM. I can squeeze it. I can do everything with it. It is flexible. It won’t break.

想知道我为什么对它如此钟爱?因为我觉得这款玩具能够开发创造力。我来展示给你们看,这是一块PolyM积木,我可以使劲捏,随便你怎么玩;它很有弹性,不会折断。

 

If I build a toy with it, just taking a few wheels. I put wheels on it, taking just wheels. Put it in. Let it fall down, it doesn’t break.

如果要搭建造型,可以加上几个轮子;把轮子装上,只要几个轮子就行,放进去……即使推倒,也不会散架。

 

Then child can put a figure on it, and then he has the smart to build his own car. He can drive around, and the important is, Children can build their own toys.

然后小孩在玩的时候还可以把人物加进去,可以发挥想象力建造汽车,然后开车去兜风。孩子们可以动手自己给自己造玩具,这对他们来说是非常重要的。

 

And if later, maybe I put a head here, and this is my small horse or whatever. So I can have buildings by myself.

也许在这里做一个头,就成了一匹小马驹什么的。所以我可以随心所欲,想搭什么就搭什么。

 

And if I take the same plate with the wheels here in the middle, I have a little swing, and I can go and swing with my friends, and we can have a party together.

如果我把同样的带轮子的底盘放在中间,就成了一个小秋千,可以和小伙伴一起荡秋千,开party.

 

So why I love these toys the most since 32 years (ago)? These toys support child creativity.

所以这就是为什么32年以来我钟爱这款玩具的原因,它们可以让我的创造力尽情释放。


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育儿网: We found the mothers born after 1990 has become the main consumer group of our baby product market. And especially the technological product can be very attractive to this kind of consumers, can you tell us is this the trend of the toys market? And can you share with us your opinion about the trend of toys market?

我们发现90后的妈妈们已经成为婴童产品市场的消费主力军。尤其是高科技产品,对她们来说非常有吸引力。您觉得高科技产品会是玩具市场的发展趋势吗? 您对未来玩具市场的走向有什么看法,可以和我们分享一下吗?

 

Peter: Therefore, I just mentioned before we come from a wooden toy company and our wooden base.

我刚才提到过,我们是从木制玩具和木玩制造基地起步的。

 

And the product in front of me is a good example. We tied up with the kind of the brand called Baby Einstein. Baby Einstein is a brand commercial together with Hape. They bring us the technology of electronics and play.

我面前的这款产品是一个很好的木玩与科技结合的例子。我们和有科技优势的品牌Baby Einstein合作,通过联合开发,将他们的优势电子技术与我们的木制玩具结合。

 

We can put a card in, and the music plays by itself, or kids can use their (fingers) So you have a really fully tuned eight-key Piano. It has electronics inside. It’s a baby piano.

还可以插卡,音乐就会自动播放;孩子也可以自己弹琴。这是一款音准很高的八键钢琴,有电子机芯,即使是小宝宝也可以弹的钢琴。

 

Many other pianos may be too noisy. Through the electronic, we can make sure the sound is well controlled. It’s not too loud to affect children’s ear, so it’s safe. But it has a lot of fun as it plays (as) my first piano.

许多同类钢琴也许太吵了,通过电子控制,我们可以保证音量适度,不会损害宝宝的听觉,确保安全;同时作为宝宝最早的钢琴,它又很好玩。

 

Child from one year on can play this piano, and they experience music, rhythm and melody. And they can play by cards inserted in, or they can play physically by their own fingers.

一岁以上的小孩就可以玩这款钢琴,体验音乐、节奏和旋律之美。可以插卡玩,也可以用手指去弹。

That’s one of the electronics that meet the wooden toys. And another one I have in my right hand is this--Everybody knows that Hape is very strong in train set. We had it in mountain mine. We had the train which has the propeller train, who can go into the mountain, and can drive into the mountain.

这是电子和木制玩具结合的一个尝试,另外一个是在我右手上的这款。大家知道,Hape的火车套装很受欢迎,我们有大山套,有螺旋桨火车可以开进大山里。

 

But now, we bring… Parents will be happy, no need at any time to buy a battery. Battery is inside.

现在我们推出了(手摇火车)……家长们肯定很高兴,因为他们不需要再买电池了,这款产品电池是内置的。

 

And child charges his own battery, so children know that they can generate electricity by just winding up and generator (works), and wind up, now the battery is full.

孩子可以自己给电池充电,只要他们旋转手柄,发电机就会运作产生电能,为电池充电。

 

And then after the battery is full, the train can have to make the gearing, the train can pass with its own child- developed power. So it can drive on the train track.

电池充满以后,火车就可以发动了;用小孩子自己制造的电能,在轨道上穿山越岭。

 

When the battery is empty, the child realizes that by winding up, it can go up the mountain, and I can generate electricity by myself. Parents are happy. They never need to buy any new batteries. Child can generate the electricity.

电量用完后,小孩子就知道,只有通过自己努力手摇发电,车子才能爬山;家长们也很高兴,不用再买电池了,孩子能自己发电。

 

It’s a good learning curve, as children learn how to make energy, and it can be done without poisoning the air. It just by mindset of people and that is a nice education.

孩子在玩耍中可以学习怎样转变思维模式,用不污染空气的方式制造能量,这是一种良性的学习模式。

 

We have a same thing here with another. Here we have a solar panel and we teach the train has to be powered by the solar energy.

我们还有另外一款类似的产品。这款产品有太阳能电池板,教给孩子,太阳能可以转化为驱动火车的能量。

 

So whenever there is wind, or water, or sun, (once) we have energy and human power, and we can generate electricity. That’s very good and it’s a nice introduction of play for parents and children.

所以只要有风、水,或者阳光,人都就可以借助自己的能力生产电能。无论是对家长还是对孩子来说,这都是很好的寓教于乐的玩具。

 

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育儿网: And our last question is, well, you know, the Word of Mouth is very important in the toys market.

最后一个问题是,我想您也知道口碑对玩具行业至关重要。

 

This is the fourth year of the Champion List of our Chinese Parenting Network. We have known that Hape has won a lot of prizes on our Champion List.

这是中国育儿网的第四届冠军之选评选,Hape获得过许多奖项。

 

What do you think about the Word of Mouth? Which part of Hape do you think is the best part widely praised by mothers?

您是怎么看待口碑的?Hape的哪些特质是最受妈妈们赞誉的?

 

Peter: Wow, that’s a serious question. First, I’m absolutely sure that the experience that everybody has. And today young mom’s sharing of experiences is a very important thing, and everyone is happy to share.

哇,你提了一个很严肃的问题!首先,我很清楚每个人都有对事物独到的见解。现在的妈妈们认为分享自己的经验是一件很重要的事儿,大家都喜欢分享。

 

Maybe in my generation, we thought about the ownership. Today is much more about sharing, sharing of bike, sharing maybe living.

也许在我们那个年代,人们想的更多的是所有权;而今天更多的是共享,共享单车,甚至直播分享个人的生活。

 

So for me, the word of mouth is very important. The experience that children have with their parents, and grandparents, with our toys is our biggest honor and when this is rewarded, it is a biggest reward to us.

对我来说,口碑是非常重要的。孩子们和自己的父母、祖父母在一起的时光,能有我们的玩具陪伴,对我们来说已是荣幸,而因此获奖,更是极大的肯定和奖励。

 

What impresses me most of it is the willingness to share. I’m very thankful to have that in our corporation together and I wish many years to come, to improve our relation together.

妈妈们对分享的热情给我留下了深刻的印象,我很感激在我的团队中也有这样的热情,希望在未来的日子里,Hape的口碑会越来越好。

 

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