Project background:As economic globalization intensifies, the development of the western food restaurant in China market is striking, the data shows that the fast food industry in China accounts for about 1/3 of the catering market share, the turnover for about 600-700 billion, while western fast food counts for nearly 20% of the share. In addition, western food industry basically maintains a 10% annual growth rate of consumption in our country, more than 60% of the prefecture cities in China have western food restaurants, the network of western food developing rapidly. Among all these western food restaurants, McDonald's, KFC, Pizza Hut, and other well-known brands basically occupies half of western fast food industry. Above all, for Chinese local western food brands, it is both an opportunity also a challenge.A clear and strong positioning plays an important role in the competition, undoubtedly it will help brands stand out in numerous western fast food brands.
Facing challenges:Hubei Junna catering management limited corporation has owned three major western food brands, mainly offer steaks, kids meals, couple meals, family meals, pizza, curry, dessert, coffee, tea, etc. It is a large western food chain management company. All staffs are dedicated to provide customers with delicious, high quality service, fashion and elegant dining environment and authentic western food experience, at the same time set up a set of procurement, logistics, operations, sales for the integration of management system, and constantly committed to improve the service and products research and development. The company is currently expanding its market in Hubei, Chongqing, Hunan , in order to promote the comprehensive upgrade of the brand image, company find Wevin hoping that with the help of a good brand name and planning platform, rename its own brand "Yu Hua Ting". After pioneering culture positioning name methods, combines with cognitive catering industry, market situation and the perception of the target consumption group, Wevin tailored to create a unique and special brand, make the brand more market competitiveness, so as to realize the continuous appreciation of intangible assets.
解决方案： 根据系统而严谨的调研以及多年的餐饮行业品牌命名经验，先知为其品牌定位为“中国第一个文化西餐连锁品牌”， 主张吃出文化，品出氛围，将其命名为“雨桦亭”，寓意“雨后春笋，风中白桦”，意境深远，饱含深远的文化意境，符合中国消费群体的接受习惯，为其带去独特的审美体验；另一方面，“雨桦亭”与“雨花亭”只是一字之隔，与前品牌拥有很好的继承性，便于新老客户的接受与认知。除此之外，“雨桦亭”字形结构简洁，音韵秀美，符合形式美法则，便于后期品牌形象的传播。
Solutions:Based on systemic and rigorous researches and years of experience in food industry, Wevin positioning its brand as " China's first western food chain brand", insisting on eating with culture and atmosphere, named it as "Yu Hua Ting", meaning "spring up ,like birch in the wind", artistic conception far-reaching, with profound cultural and artistic conception, coincide with Chinese consumers' habit, bring them unique aesthetic feels; On the other hand, the new name sounds familiar with its previous name, which makes it have a good inheritance and easy for the new and old customers to accept and cognition. In addition, "Yu Hua Ting" is simple structured, beauty in sound and rhythm, conforms to the laws of aesthetics, easy for the spread of the brand's image.