Lumibricks is headquartered in Guangzhou, with its supply chain spread across the Pearl River Delta region. The company develops its own lighting systems for all its products, steers clear of IP-based collaborations, generates 80% of its revenue from overseas, and allocates over 10% of its revenue to R&D. "Lumi" means light, and "bricks" stands for building blocks. The name says it all: their ambition is to redefine what building blocks can be.

Luo Rixi, founder and CEO of Guangzhou Qiji Technology Co., Ltd. (Lumibricks), aims to create a complete lighting system. Instead of being a decorative addition, the lighting is a "native organ" embedded into the bricks from the earliest design stage. The 3.0 version emphasizes interactivity, featuring touch-sensitive stepless dimming, rotating trigger mechanisms, and minifigure-activated switches. The goal is to make the light respond to the user's actions, not just turn on.

Lumibricks currently generates 80% of its revenue from overseas, with North America and Europe as its core markets. On Amazon, its Net Promoter Score (NPS) ranks among the top three in the building blocks category, and its repurchase rate is second only to LEGO. Its products have already entered brick-and-mortar stores in the UK and other regions.

Lumibricks' growth is a microcosm of how Guangdong's manufacturing and service sectors work together. Chenghai's building block industry cluster provides basic production capacity, Shenzhen and Dongguan's precision manufacturing make technological upgrades possible, and Panyu's lighting industry supplies the components that enable cross-industry integration.

Headquartered in Guangzhou, Lumibricks brings together talent in high-value-added fields such as brand operations, content marketing, cross-border e-commerce, and design and R&D. It defines its global vision and brand strategy in Guangzhou, which are then localized and implemented in different markets by on-the-ground teams. This model is a prime example of the integration between modern service industries and advanced manufacturing.

一家广州公司，如何教会世界“积木可以发光”？

Lumibrick总部在广州，供应链散落在珠三角，全线产品自研灯光系统，不做IP联名，80%营收来自海外，研发投入占比超过10%。“Lumi”取“光”，“Bricks”即“积木”。名字即野心：他们要重新定义积木的边界。

广州奇积科技创始人（即Lumibricks）创始人兼CEO罗日喜要做的是一整套灯光系统——灯光不是后期贴上去的装饰，而是从设计图纸阶段就嵌入积木的“原生器官”。3.0方向在交互，运用可触摸无级调光、旋转触发装置、人仔触发机关——让灯光不只是亮起来，而是回应用户的动作。

Lumibricks目前80%营收来自海外，北美和欧洲是核心市场。在亚马逊上，其NPS净推荐值排进积木品类前三，复购率仅次于乐高。目前产品已进入英国等地线下门店。

Lumibricks的成长是广东制造业与服务业双业协同的缩影。澄海的积木产业带提供基础产能，深圳、东莞的精密制造提供技术升级可能，番禺的灯光产业提供跨界融合组件。

广州作为总部，汇聚品牌运营、内容营销、跨境电商、设计研发等高附加值环节的人才。Lumibricks在广州做世界观设定和全球品牌策略，再通过本地化团队落地到不同市场。这种“广州大脑+全球触角”的模式，是现代服务业与先进制造业融合的典型样本。

文丨记者 杭莹 孙晶
图 | 受访者供图
译｜黄健新
英文审校｜林佳岱