pk10计划平台

強大詞語戰略
詞語戰略 品牌命名 強大原型 強大形象 產品開發 營銷傳播 品牌全案

溢脆香

古法工藝的傳承與創新

XIANGMUBEIJING:

       JINNIANLAIGUONEIXIUXIANSHIPINSHICHANGXUQIUKUODA,ZHONGGAODUANCHANPINXIAOFEILIANGZENGDA,BUFENQIYELIYONGQUDAOYOUSHIHEPINPAIYOUSHI,ZHUJIANKUODAZISHENDESHICHANGZHANYOULV。MUQIANGUONEISHICHANGSHANGJIANGUOCHAOHUODEJUTOUPINPAIZHANJUXINGYEDELIUCHENGSHICHANGFENE,SHENGXIABUDAOSICHENGZEYOUZHONGDUOQITAPINPAIGUAFEN。ZAIXIUXIANLINGSHI“DISICANHUA”QUSHIXIA,XIUXIANSHIPINZHEYIXIFENBANKUAICHENGWEI2017NIANSHIPINYINLIAOBANKUAIZHONGZENGCHANGGENGWEIKUAISUDEXIFENBANKUAI。WOGUOMUQIANXIUXIANLINGSHIXIAOLIANGYIPOWANYI,BINGJIANGBAOCHI20%YISHANGDEFUHEZENGSU,YOUWANGZAI2020NIANTUPO2WANYIXIAOLIANG。 XIUXIANLINGSHIZAI“DISICANHUA”QUSHIXIA,SHICHANGGUIMOYOUWANGZAIWEILAI10-15NIANNEIZHANDAOWOGUOXIAOFEIZHESHIPINZHICHUDE20%。 JINNIANLAI,WOGUOXIUXIANSHIPINXINGYEZONGCHANZHIBUDUANZENGCHANG。QIANZHANCHANYEYANJIUYUANXIUXIANSHIPINXINGYEFENXIBAOGAOYUCE,WOGUOXIUXIANSHIPINSHICHANGGUIMORENGJIANGHUIYI10%YISHANGDESUDUZENGCHANG,ZAI2016NIANJIANGHUITUPOWANYIYUAN,DAO2021NIANJIANGHUIDADAO17000YIYUAN。WOGUOXIUXIANSHIPINWANYIDESHICHANGFAZHANQIANJINGJIANGDAILAILIANGHAODECHANYETOUZIJIHUI,XIYINLEDAPITOUZIZHEJIARUQIZHONG。WEILAIXIUXIANSHIPINSHICHANGRENGJIANGCHIXUKUODA,CHANPINPINZHONGJIANGJINYIBUFENGFU,ZHUJIANCHAOJIANKANGHUAFANGXIANGFAZHAN,TONGSHIZHONGGAODUANSHICHANGJIANGJINYIBUKUODA;JIANKANGLEIXIUXIANSHIPINFAZHANQIANNENGYEFEICHANGJUDA。

pk10计划平台Background of the project:

       In recent years, the domestic leisure food market demand has expanded, and the consumption of high-end products has increased. Some enterprises have gradually expanded their market share by utilizing channel advantages and brand advantages. At present, the giant brand of fried nuts in the domestic market occupies 60% of the market share of the industry, while the remaining less than 40% is divided up by many other brands. Under the trend of "the fourth meal" of leisure snacks, the segment of leisure food has become the fastest growing segment of the food and beverage sector in 2017. At present, China's leisure snack sales have exceeded trillion yuan, and will maintain a compound growth rate of more than 20%, which is expected to exceed 2 trillion yuan by 2020. Under the trend of "fourth meal", leisure snacks are expected to account for 20% of China's consumer food expenditure in the next 10-15 years. In recent years, the gross output value of leisure food industry in China has been increasing. The analysis report of Leisure Food Industry of Prospective Industry Research Institute predicts that the scale of leisure food market in China will continue to grow at a rate of more than 10%, breaking through trillion yuan in 2016 and reaching 170 billion yuan in 2021. China's leisure food trillion market development prospects will bring good industrial investment opportunities, attracting a large number of investors to join them. In the future, the leisure food market will continue to expand, the product varieties will be further enriched, and gradually develop towards a healthy direction. Meanwhile, the middle and high-end market will be further expanded. The development potential of health leisure food is also huge.

 
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DONGJIAN:

pk10计划平台       CONGPINLEIJIEGOULAIKAN,XIUXIANSHIPINBAOKUOTANGGUOQIAOKELI、JIANGUOCHAOHUO、ROUGANROUFU、GUOFUMIJIANDENG,ZHONGLEIFANDUO,MUQIANSHOUXIAOFEIXIGUANBIANHUA、XIAOFEISHENGJIDEQUDONG,RENMENGENGYUANYIXIAOFEIJIANKANGQIEYINGYANGJIAZHIGAODEJIANGUO,JIANGUOCHAOHUOZUOWEIXIUXIANSHIPINXIFENPINLEIZENGCHANGXUNSU,ZENGSUGAOYUPENGHUASHIPIN、TANGGUODENGQITAPINLEI,XINGYEJINGQIDUGAO,SHICHANGQIANLIJUDA。XIAOFEIDUIXIANGZHUJIANXIANGGENGDUORENQUNKUOZHAN,SHICHANGJINYIBUXIFEN,NIANQINGSHISHANGDEQINGNIANQUNTIJIANGCHENGWEIXIUXIANSHIPINXIAOFEIDEZHULIU。ZAIZHEGEXIAOFEIQUNTIZHONG,22-35SUIZHIJIANDEXIAOFEIZHEDUIXIUXIANSHIPINDEXIAOFEIBILIGENGGAO,ZHESHIYIGEBEI“PINPAIGAINIAN”XUNTAOCHANGDADEXIAOFEIQUNTI,ERQIEYESHIMUQIANSHEHUIZHONGGENGMANGLIUDEYILEIREN。TAMENMEIYOUGUODUODESHIJIANJINGTIAOXIXUAN,TAMENGENGJIANGJIUPINPAI,GENGZAIYIBAOZHUANGJINGZHI,DUIJIAGEBUSHITAIMINGAN,DANYIDINGYAOFANGBIANGOUMAIHEXIEDAI。

Insight:

       From the point of view of category structure, leisure food includes candy chocolate, fried nuts, dried meat, preserved fruit and so on. There are many kinds of snack food. Driven by the change of consumption habits and the upgrade of consumption, people are more willing to consume healthy nuts with high nutritional value. As a sub-category of leisure food, fried nuts are growing rapidly and increasing rapidly. Higher than other products such as puffed food, candy, etc., the industry has a high prosperity and huge market potential. Consumers are gradually expanding to more people, and the market is further subdivided. Young and fashionable youth groups will become the mainstream of leisure food consumption. In this consumer group, consumers between 22 and 35 years old consume more leisure food. This is a consumer group that has been nurtured by the "brand concept" and is also a busier group in the current society. They don't have too much time to choose carefully. They are more brand-conscious, pay more attention to the exquisite packaging, and are not too sensitive to the price, but they must be easy to buy and carry.

 

JIEJUEFANGAN:

pk10计划平台       YICUIXIANG,MINGCHENGXIANDAISHISHANG,FUHENIANQINGXIAOFEIQUNTIXIHAO,FUYUGUIGUASHUANGHUASHENG“GUFAGUASHUANG  YOUCUIYOUXIANG”DEQIANGDACIYUMEILI,MINGCHENGCHUANGYIXINYING,DIAOXINGDUTE,YUJINGZHENGPINPAIQUGEMINGXIAN,YOULIYUPINPAIDUDEKUAISUXINGCHENG。YICUIXIANG,DETIXIANCHULEGUASHUANGHUASHENGDEKOUGANSUCUI,XIANGWEIQINRENXINPIDETEZHENG,SHIGECHUANBOCHENGBENJIDIDEMINGCHENG,NENGZAIDUANSHIJIANNEI,KUAISUZHANJUMUBIAOSHOUZHONGDEXINZHIZIYUAN。“YICUIXIANG”JISHIJIHEDUOYANGKOUWEIDESHIPIN,FUYUGUISIXIUXIANSHIPIN“YICUIBAIXIANG,KUAILEWUXIAN”,YUYIBENPINPAIPINLEIFENGFU、DUOZHONGDUOYANGDEYISI。NENGGOUKUAISULAJINYUMUBIAOXIAOFEIZHEJIANDEJULI。TONGSHI“YICUIXIANG”YEYUYIGUIXIUXIANSHIPINQIYESHILIXIONGHOU,CHANPINZHONGLEIFENGFUDUOYANG,WEIGUANGDAXIAOFEIZHETIGONGLETIANRAN、JIANKANG、YINGYANGDEGUASHUANGHUASHENGXIUXIANSHIPIN。LIYONGCHENGSETIAOWENDEZHANLVEQIZHI,BUJULEGUASHUANGHUASHENG,QIAOKELICHANPINHEGUOMIANCHANPIN。

pk10计划平台HUASHENGDOUSHICUNZAIYUMEIWEIXIAOFEIZHETOUNAOZHONGDEQIANGDASHIJUEXINGXIANG,WOMENYONGYIKEHUASHENGDOUZUOWEIZHUSHIJUETUAN,BAOMANDEHUASHENGDOUZHONGJIANSHIJINGGUOYISHUHUASHEJIHOUDE“YICUIXIANG”ZITI,RENZHIYOULI,SHIBIEXINGMU。HUASHENG,RENMENYOUBATACHENGWEICHANGSHENGGUO,YUYICHANGSHENGCHANGYOU,CHANGMINGFUGUI。YIBANBEIKANZUOWEIJIXIANGXIGUO,YEYUYI”HUAKAIFUGUIHAOSHENGYANG“。HUASHENGZHONGXIAJIEGUOHOUBIANBUZAIXIAOSHI,ZHOUERFUSHI,KEYIBUDUANLIYONGQIZHONGZIZHONGZHI,YANXUSHENGMING,BUGUANSHIJIANZENMEBIANQIANGEIRENCHANGCUNBUMIEDEWANQIANGJINGSHEN,HUASHENGYUYI“SHENGSHENGBUXI”DESHENGMINGLI。YIKESHENGSHENGBUXI,CHONGMANHUOLIDEHONGSEHUASHENGDOU,BAOMANERYOUGENGJUHUOLI,WANCHENGLEWENHUATUXINGJIESHIDEQUANFUGAI,ZHEJIUSHIBIQIANGDAXINGXIANGGENGQIANGDADEWENHUATUXINGJIESHI。

 

Solution:

       Brittle fragrance, the strategy of modern fashion, in line with the preferences of young consumer groups, give Guihang frost peanut "old method hang frost is crisp and fragrant" strong charm of words, the strategy is innovative, unique tonality, and distinct from competing brands, is conducive to the rapid formation of brand awareness. Brittle fragrance perfectly reflects the crisp taste and refreshing fragrance of frost-hung peanuts. It is a strategy with very low transmission cost and can quickly occupy the mental resources of target audience in a short time. "Brittle fragrance" is a collection of diverse tastes of food, giving your leisure food "crisp Baixiang, unlimited happiness", implying that the brand has a rich variety of meanings. Can quickly close the distance between the target consumer. At the same time, "fragrant fragrance" also implies that your leisure food enterprises have strong strength, rich and diverse products, providing consumers with natural, healthy and nutritious frost-hanging peanut leisure food. With the strategic banner of orange stripes, frosted peanuts, chocolate products and noodle wrapping products were laid out.

       Peanut bean is a powerful visual image existing in every consumer's mind. We use a peanut bean as the main visual pattern. In the middle of the full peanut bean, the "fragile fragrance" font is artistically designed. It has strong recognition and eye-catching recognition. Peanuts, also known as long-growing fruits, imply long-term growth, long life and wealth. It is generally regarded as a good luck fruit, which also implies that "flowers blossom rich and healthy". Peanuts will no longer disappear after planting, and can continue to use their seeds to grow, no matter how time changes to give people the indomitable spirit, peanuts imply the vitality of "endless life". A red peanut beans, full of vitality and vitality, has completed the full coverage of the cultural graphics potential, which is stronger than the powerful image of the cultural graphics potential.

 

Perspectives

邦悅

邦悅

pk10计划平台   TONGGUODUIKEHUQUNTIDESHENRUFENXI,XIANZHICHUANGYILEYIPIFUHEWANGZHANTESE,TONGSHIYEJIANJU

通惠河畔

通惠河畔

pk10计划平台    TONGHUIHEPANZHEGEMINGCHENGBENSHENJIUHENYOUSHIYI,FANGFOHUIDAOLEGUDAIDEYUNHEWENHUAZHONG,HUIDAOLE

長信醫療

長信醫療

  BEIJING: CHANGXINYILIAOJITUANSHIYOUBEIJINGZHONGYIYAODAXUEDONGZHIMENYIYUANTENGTONGZHONGXINZHUREN、BEIJINGZHONGYI

Work

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