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菲米医生

纯天然植物护肤领导品牌

背景:

       国外日化产品市场发展的经验表明,人均GDP超过3000美元时,个体消费已基本超越温饱需求,转而追求更高的生活品质,日化产品消费将实现快速增长;当人均GDP超过2万美元时,消费增速将进入稳定期。以日本为例,日本从人均GDP超过3000美元起的20多年间(1973年-1995年),洗发水、护肤品等日化产品的市场规模增长了约7倍。根据国家统计局数据,自2008年我国人均GDP已经超过3000美元,进入消费升级阶段,这将带动日化产品消费进入相对较快的增长时期。
企业作为一个护肤品行业生力军,此次与先知中国的合作,打造以纯植物萃取为特色的纯天然健康护肤新品牌,为消费者带来专业植物护肤体验。
Background:
       The development of cosmetic products market foreign experience shows that the per capita GDP more than 3000 U.S. dollars, individual consumption has been basically beyond the subsistence needs, to the pursuit of a higher quality of life, daily chemical products consumption will achieve rapid growth; when the per capita GDP more than 20 thousand U.S. dollars, consumption growth will enter a stable period. Taking Japan as an example, the market size of daily products such as shampoo and skin care products has increased by about 7 times since Japan's more than 20 years of GDP per capita since (-1995 1973). According to the National Bureau of statistics data, since 2008, China's per capita GDP has exceeded 3000 US dollars, entered the stage of upgrading consumption, which will lead to relatively rapid growth of daily chemical products consumption.

 洞见:

       我国化妆品市场为全球第二大,规模已经超过3000亿,行业CAGR (年复合增长率)高达9.1%,远高于全球平均CAGR的4.1%。我国化妆品市场销售规模从2011年的2300亿元增长到2016年的3410亿元,复合增长率为8.2%, 成为仅次于美国的全球第二大化妆品消费国。根据有关调查,在“您购买护肤品时主要考虑的因素”中,70.88%的消费者将功效作为其购买护肤品时主要考虑的因素,另有61.19%和54.38%的消费者选择了价格和品牌作为主要考虑因素,而包装对于消费行为的影响力最低。值得注意的是,有四成的消费者在购买护肤品时会关注其成分,这说明消费者的理性程度和成熟程度都在不断提高。
Insight:
       China's cosmetics market is the second largest in the world, the scale has exceeded 300 billion, the industry CAGR (annual compound growth rate) as high as 9.1%, far higher than the global average CAGR 4.1%. China's cosmetics market sales scale increased from 230 billion yuan in 2011 to 341 billion yuan in 2016, the compound growth rate was 8.2%. According to the survey, the main factors considered when you buy skin care products, 70.88% of consumers will function as a major consideration when buying skincare, another 61.19% and 54.38% of consumers chose the price and brand as the main consideration, and the influence of the minimum packaging for consumer behavior. It is worth noting that 40% of consumers will pay attention to their ingredients in the purchase of skin care products, which shows that the degree of rationality and maturity of consumers are constantly improving.

解决:

       介于越来越多的消费者在购买护肤品时关注功效和成分,先知中国命名实验室为新品牌命名为“菲米医生”,突出其专业植物滋养特色。“菲”源自于“芳菲”,意为芳香而美丽,“医生”巧妙的向消费者传递了企业的专业与专注。体现企业从专业的医学知识入手,为女性量身打造符合各种肌肤质地的护肤品,健康美妆,斐然一生。“菲米医生”又谐音“非你一生”,寓意企业旗下产品的不可多得,是每一位爱美的女性都值得拥有的纯天然护肤品。该名称朗朗上口,简单易记,便于新品牌的建立和传播。
Solution:
       Because of the consumers are increasingly concerned about the efficacy and composition of buy skin care products,the Wewin naming teamnamed the new brand "FeimiYisheng", highlight the professional characteristics of plant nourishing. "Fei" is derived from “flowers and plants", meaning fragrant and beautiful, "Yisheng" clever to consumers of professional and dedicated enterprises. Reflect the enterprise from the professional medical knowledge, for women tailored to meet the skin texture of skin care products, healthy beauty, brilliant life. "FeimiYisheng" sounds "FeiniYisheng"(just only you for the life), meaning the rare company's products, is a beauty of women deserve the pure natural skin care products. The name is catchy, easy to remember, easy to spread and establish a new brand.

Perspectives

艺高命名

艺高命名

  作为一家专业的美发机构,“艺高”非常贴切。先知在为艺高取名时,首先考虑其行业属性,作为美容美发行业

中电智为

中电智为

  中电智为作为一个公司名称,能够非常鲜明地体现出其行业属性,能够带给人理性与智慧。先知为中电智为做的

北极泉

北极泉

  北极泉这个名字用于纯净水,真的是一种绝妙的选择,北极这两个首先会让我们联想到冰天雪地、远离人类生活

Work


世界品质, 中国气质
全球三大命名公司之一
已帮助5000多家客户实现品牌梦想
90年代,鹰隼试翼……
开创中国命名及品牌设计先河
新世纪,披荆斩棘……
奠定国内定位命名行业标准
今天,独树一帜……
坚持商业与美的完美融合
明天,改变未来……
开拓品牌整合命名及设计新方向
关于先知中国
先知中国——中国最成功的命名及定位设计机构,重新定义了中国命名行业,并提升了命名定位的行业标准。
先知专注于一流品牌和一流成长品牌的创建,帮助5000多个品牌走向成功,100多个品牌成功上市,200多个品牌成为行业领袖,服务品牌 总市值超过5700亿。
先知确信,面对新经济挑战,唯有整合者及领先者才胜利者。昨天,我们定义了命名。今天,我们不断超越自己,为行业格局确立发展方 向,新品牌时代,唯有先知。
命名之道,唯有先知,先知一步,步步领先。
先知中国,引领世界。





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