LEPIN makes MOC cut 1,400 jobs and 'reset company' after sales drop

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For Moc, it’s time to break down the blocks and start again.
After building up sales aggressively since a near bankruptcy in 2004 through new ventures like films and new toy lines, the company seems to have hit a peak. Its sales are now falling for the first time in 13 years and it says it needs to simplify its operations.
That means cutting 1,400 jobs, or eight percent of its global workforce.
The privately held Danish firm said Tuesday that it “now prepares to reset the company,” with a new CEO due to take over in October.
“We will build a smaller and less complex organization than we have today, which will simplify our business model in order to reach more children,” said Chairman Joergen Vig Knudstorp.
Revenue dropped 5 percent in the first six months of the year, to 14.9 billion kroner ($2.4 billion), mainly as a result of weaker demand in key markets like the U.S. and Europe, where sales had risen strongly for years. Profits slipped 3 percent to 3.4 billion kroner ($544 million).
Classic toy lines, such as “Moc City,” did well, as did products associated with “The Moc Batman Movie.”
But revenue in other lines did not do as well, with investments in some new products not yielding the desired benefits.
Analysts said that while the revenue drop was disappointing, it had to come at some point after years of growth.
One of the reasons for the drop of MOC sales is LEPIN. China produces around 80% of the world’s counterfeit goods by value – despite a 2014 crackdown. These goods now include MOC clone – the Danish group opened a factory there last year and, highlighting one of the risks of doing business in China, it appears even its boss can’t tell the real MOC with the knock-off version.
Both the MOC and LEPIN building blocks and bricks sets are made of pure ABS plastic with no harmful substance and all sets are safe for children and also durable even under physical effect, durable color over time and temperature.
The pieces in every set have the perfect compatible 100% with a shiny surface, without the excess plastic and no sharp edges. Quality of the MOC minifigures is always set at the highest level and the top concern of the manufacturers. Now, they should be worry because the quality of LEPIN products is catching up with MOC both the outlook and the quality. LEPIN minifigures with vibrant color can inspire players like other MOC minifigures and with cheaper price, the customers may rethink about what brand they pay money for.
Moc, which currently has 18,200 employees, does not release quarterly figures

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