Project background: rand for hot pot industry, the importance is self-evident.Market competition will eventually be attributed to the competition between brands, whose brand is stronger, who can have a broader market, the brand influence has became the key to hot pot enterprises competing in the market. Brand is also the most critical factor in attracting consumers, as people require highly on dining environments, experiences and services, those "famous", "notable" restaurants are favored to be chosen. They can enjoy a good meal, by the meantime eat healthy. Some hotpot enterprises are able to be success, except their strong products , brand is also critical.This time is enterprise and brand name for Inner Mongolian Catering Management Limited Corporation in Chinese, the name was required to have strong attribution and laying the foundation for long-term development in the future.The name also require fully embodies the industry characteres and form a good image segmentation with its competitors;It should also in accordance with target audience's habits, get the audience recognition and acceptance.
Facing challenges:"A little trend influence the whole industry," the words is saying the importance of trend analysis to industry's future development Hot pot industry as an important category in catering industry , its developing trend in the future is in conformity with the general development trend , on the other hand, as a kind of distinctive and unique segmentation, it also differs from other segmentations in the restaurant industry in future's development.Yum Brands Group, the United States foreign fast food giant with "KFC" brand , eventually annexing the first Chinese hot-pot unit "Little Sheep", excellent brand is constantly being acquired which will be negative in developing China's national branding strategy, after "little sheep" who will carry the national flag ? The huge challenge that Wevin named team facing is how to restore its national leading brand of the hot pot in China.
Solutions: Based on the deep understanding and analysis of Inner Mongolia grassland culture and pot culture origin, according to its "natural, pure, green" brand positioning, we create "grass yuan pan" this extremely grassland characteristics of brand names."Grass" yuan pan a with distinct regional characteristics, the core of the new brand message to consumers.Through reconstructing, the name endowed with more abundant meaning."Grass yuan" with "the prairie", "yuan" is highlighted the sense of history and culture, but also the meaning of "first", the symbol of high quality food and beverage management services.Inherent word was adopted, the name is easy to memory and spread.