Background of the project:
With the improvement of people's living standard and income growth, in addition to meet the need of survival, leisure entertainment has become indispensable in people's daily life. In addition, leisure entertainment can help people to relieve their increasing life and work pressure, thus in today's market, the entertainment industry will have a greater development. KTV as the most popular entertainment industry, is gradually approaching the lives of everyone. The discount style KTV entertainment gaining more and more recognition of consumers. Its quantity also growed as demand increased. With the continuous progress of the social development, people's cultural level and living standards increased as well. Music culture has entered our life, even become an indispensable part of every family.
Facing the challenge:
At present, Chinese KTV industry appeared two kinds of differentiation in the upgrade, one is "reformist", represented by the discount type KTV, its characteristic is constantly apply the new technology and new model to the KTV standard; another is the large number of "conservative", which is localism individual KTV and some traditional chain KTV disoriented in the development. Its characteristic is indulging in the decoration and pursuit for luxury. When the information technology was not mature, traditional KTV could still account for the mainstream in the market. But in recent years, the discount style KTV dare no revolution and complete the process from founding to transcend in a short time. In contrast, more and more "conservative" have to face the painful process of transition, to join the "progressives".
How to innovate? Attracting customers is now a challenge facing many discount style KTV. First of all, as to the name, the old-fashioned way of naming has already been no longer suitable for the current market. How to form eye effect and reputation effect to consumers is the key.
In view of most customers who go to KTV are young people, Wevin naming team choose fashion and easy aspect as creative source and finally decide the name "Leshang". "Leshang" gives people a overall happy, fashion sense, conformed to the KTV industry attributes. Starting from the consumer psychology, to seize the consumer psychological demands, especially young people now spending more and more money on recreation and leisure. Young people is the main consumer power of discount style KTV. Thus "Leshang" as the anchor position of the discount style KTV "young fashion" can get the main consumer group’s identity. In addition, "Leshang" means happiness, which is simple, easy to remember and easy to form a public praise among consumers.
The LOGO design of “Leshang” use the microphone as its main view graphics, indicates the industry attributes and inspire the desire of people to sing. The main color is purple, emphasize relaxed with a high-end atmosphere.