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柑小萌

萌水果 快乐随心

背景:

       随着中国互联网及电子商务市场的迅速发展,在食品生鲜消费方面,随着新群体的崛起、新消费的变化、新渠道的融合,中国食品生鲜数字消费者呈现出“女性超过男性”、“80、90后占据主导“等特点。中国食品生鲜消费的典型用户群体,逐步从“菜场大妈”转向“精明主妇”、“网购达人”、“数字中产”,新兴群体对食品生鲜消费呈现出于其上一代截然不同的需求与消费特征。相对于稳步增长的消费,中国生鲜农业还面临着流通效率低、冷链物流落后、标准化与品牌化水平低、社会化服务体系薄弱等核心问题。
Background:
       With the rapid development of Internet and electronic commerce Chinese market, China family food consumption expenditure also showed a steady growth trend, In the aspect of fresh food consumption, with the rise of new group, the change of new consumption and the integration of new channels, the number of Chinese fresh food consumers shows the characteristics of "women surpass Men" and "80 and 90s occupy the leading role". The typical user group of Chinese fresh food consumption has gradually shifted from "farm aunt" to "smart housewife", "online shopping" and "digital middle class". The fresh food consumption of emerging groups is due to the distinct demand and consumption characteristics of the previous generation. Relative to the steady growth of consumption, China's fresh agriculture is also facing the core problems of low circulation efficiency, backward cold chain logistics, low level of standardization and branding, and weak social service system.
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洞见:

       虽然我国有机食品的发展落后于西方发达国家,但据顾问预测,未来10年,中国有机农业生产面积以及产品生产年均增长将在20%~30%,国际有机食品市场对中国有机食品的需求将达到或超过5%。在中国国内市场,绿色食品也受到广泛的欢迎,绿色食品满足了人们对生活转型的需要。有关部门对北京上海两个城市调查表明,79%-84%的消费者宁肯花高价,也愿意购买绿色食品。据机构预测,全国绿色食品的消费需求和利润都将以每年20%的速度增长。 
Insight:
       Senior people in the industry have said that the organic food market in China is huge, and the annual shortage is up to 30%, and the number may continue to rise. Although the development of organic food in China lags behind the western developed countries, but experts predict that the next 10 years,  organic food market international demand for organic food China will reach or exceed 5%. In China's domestic market, green food is also widely welcomed, and green food meets the needs of people's transformation of life. A survey by relevant departments of two cities in Shanghai, Beijing, shows that 79%-84% consumers are willing to pay high prices and are willing to buy green food. According to the authoritative agency, the consumption demand and profit of green food will increase by 20% per year.

解决:

       该名称创意源于现代审美特性,以拟人化的手段,打造企业产品独特个性,拉近与消费者的距离,易于赢得消费者好感。“柑小萌”即从不知火的特征出发,打造企业全新产品形象,快速占据目标消费者心智资源,易于快速建立企业产品度,从而以产品的普及铸就口碑传播。该名称,简约、个性、富有联想,朗朗上口,有利于企业品牌生动形象的打造,开拓市场。
Solution:
       The name originates from modern aesthetic characteristics, and personified means to create unique characteristics of enterprise products, to draw closer to consumers, and to win consumers' favor. "Orange Xiao Meng", starting from the characteristics of fire, creates a new product image of the enterprise, and quickly occupies the mental resources of the target consumers, and it is easy to establish the reputation of the enterprise quickly, so as to spread the word of mouth through the popularity of the product. The name, simplicity, personality, rich Le vo, catchy, create the good corporate brand vivid, open up the market.

Perspectives

伊利

伊利

  伊利作为一个乳业公司的名称非常的清新、悦耳,朗朗上口,容易被识记。尽管从字面看不出特殊的含义,但却

保食安

保食安

  保食安这个名称很直接地传达出了公司产品的属性和功能,即保证食品的品质符合要求。先知在为保食安做品牌

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

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奠定国内定位命名行业发展
今天,成就现在……
坚持商业与美的融合
明天,改变未来……
开拓品牌整合命名及全案新方向
关于先知中国
先知中国——中国更专业的命名及全案策划机构,重新定义了中国命名行业,并提升了命名定位的行业发展。
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