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溢脆香

古法工艺的传承与创新

项目背景:

       近年来国内休闲食品市场需求扩大,中高端产品消费量增大,部分企业利用渠道优势和品牌优势,逐渐扩大自身的市场占有率。目前国内市场上坚果炒货的巨头品牌占据行业的六成市场份额,剩下不到四成则有众多其他品牌瓜分。在休闲零食“第四餐化”趋势下,休闲食品这一细分板块成为2017年食品饮料板块中增长更为快速的细分板块。我国目前休闲零食销量已破万亿,并将保持20%以上的复合增速,有望在2020年突破2万亿销量。 休闲零食在“第四餐化”趋势下,市场规模有望在未来10-15年内占到我国消费者食品支出的20%。 近年来,我国休闲食品行业总产值不断增长。前瞻产业研究院休闲食品行业分析报告预测,我国休闲食品市场规模仍将会以10%以上的速度增长,在2016年将会突破万亿元,到2021年将会达到17000亿元。我国休闲食品万亿的市场发展前景将带来良好的产业投资机会,吸引了大批投资者加入其中。未来休闲食品市场仍将持续扩大,产品品种将进一步丰富,逐渐朝健康化方向发展,同时中高端市场将进一步扩大;健康类休闲食品发展潜能也非常巨大。

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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洞见:

       从品类结构来看,休闲食品包括糖果巧克力、坚果炒货、肉干肉脯、果脯蜜饯等,种类繁多,目前受消费习惯变化、消费升级的驱动,人们更愿意消费健康且营养价值高的坚果,坚果炒货做为休闲食品细分品类增长迅速,增速高于膨化食品、糖果等其他品类,行业景气度高,市场潜力巨大。消费对象逐渐向更多人群扩展,市场进一步细分,年轻时尚的青年群体将成为休闲食品消费的主流。在这个消费群体中,22-35岁之间的消费者对休闲食品的消费比例更高,这是一个被“品牌概念”熏陶长大的消费群体,而且也是目前社会中更忙碌的一类人。他们没有过多的时间精挑细选,他们更讲究品牌,更在意包装精致,对价格不是太敏感,但一定要方便购买和携带。

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.

 

解决方案:

       溢脆香,名称现代时尚,符合年轻消费群体喜好,赋予贵挂霜花生“古法挂霜  又脆又香”的强大词语魅力,名称创意新颖,调性独特,与竞争品牌区隔明显,有利于品牌度的快速形成。溢脆香,的体现出了挂霜花生的口感酥脆,香味沁人心脾的特征,是个传播成本极低的名称,能在短时间内,快速占据目标受众的心智资源。“溢脆香”即是集合多样口味的食品,赋予贵司休闲食品“溢脆百香,快乐无限”,寓意本品牌品类丰富、多种多样的意思。能够快速拉近与目标消费者间的距离。同时“溢脆香”也寓意贵休闲食品企业实力雄厚,产品种类丰富多样,为广大消费者提供了天然、健康、营养的挂霜花生休闲食品。利用橙色条纹的战略旗帜,布局了挂霜花生,巧克力产品和裹面产品。

花生豆是存在于每位消费者头脑中的强大视觉形象,我们用一颗花生豆作为主视觉图案,饱满的花生豆中间是经过艺术化设计后的“溢脆香”字体,认知有力,识别醒目。花生,人们又把它称为长生果,寓意长生长有,长命富贵。一般被看作为吉祥喜果,也寓意”花开富贵好生养“。花生种下结果后便不再消逝,周而复始,可以不断利用其种子种植,延续生命,不管时间怎么变迁给人长存不灭的顽强精神,花生寓意“生生不息”的生命力。一颗生生不息,充满活力的红色花生豆,饱满而又更具活力,完成了文化图形借势的全覆盖,这就是比强大形象更强大的文化图形借势。

 

Solution:

       Brittle fragrance, the name 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 name 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 name 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

培顿

培顿

  项目背景: 教育培训市场正向更加细分的趋势迈进,高、中、低不同层次的培训

燕谣

燕谣

  背景: 山东屡见屡鲜超市有限公司于2016年成立,注册资金1000万元,是山东元邦

瑞意投资RAISSUN

瑞意投资RAISSUN

  项目背景: 北京时代华人投资有限公司,是国内一家涉及房地产、金融等投资

Work

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