佰旺隆命名
大众化“小型卖场”的创新品
项目背景：目前我国超市的业态细分已经基本完成，主要业态可以分为大卖场、综超、标超、便利店几种，其中灵活性比较大的是大卖场。在业态细分之后，对超市来说，其目标顾客群会更加清晰，自然很容易形成错位经营。，我国目前超市在经营中虽然会出现不同业态甚至不同品牌，但多数还采用的是一个超市品牌一个采购系统。一般一个超市的采购系统可能会有4万种不同的商品，但是一般一家店面不可能将这些商品全部陈列出来，所以就会根据不同超市所处位置消费群体的不同对商品进行有针对性的调整，当一个卖场的商品定位相对稳定后，也就形成了业态的差异化。佰旺隆正是在此背景下开始着力大众化“小型卖场”的品牌发展路线。
Project background:Nowadays, the segmentation of our supermarkets has already been completed, the main segmentation could be divided into hypermarket, general merchandise store, super mall, and convenience store, among all these, the hypermarket is the most flexible. The target customers will be clearer to supermarkets after the segments, and easier to conduct multi-position management. Although now in China’s supermarket operating, different segments and different brands occurred, but most supermarkets adopted one supermarket brand, one purchasing system. Generally, a supermarket’s purchasing system contains over 40,000 commodities, but they cannot put all their stuffs out, so they make the relevant adjustments according to their positions and customers, once they settled, the segment has formed. Bai Wang Long started its popular small store brand developing strategy under this background.
面临挑战：该超市是由四川聚网投资管理有限公司投资的大众商超品牌，超市的目标客户为普通老百姓、白领、高端消费群体，旨在打造老百姓消费得起的、结合高科技物联网技术、面向现代化全面发展的便利服务型高端商超连锁品牌。超市未来的发展规划是以川南地区为中心，逐渐辐射到中国的整个西南地区甚至全国各大省份；从最普通的便利超市，结合高科技物联网技术和现代物流技术，从实体店到网络商城，以至于最先进的自动结算超市，争做全国老百姓梦寐以求的便利商超典范。在家乐福、沃尔玛、好又多众多商超巨头先入为主的背景下，我们该如何打造具有本土化特色的自主商超品牌，是先知命名团队所面临的巨大挑战。
Facing challenges:The store is a popular supermarket brand invested by Sichuan Juwang Invest Management Limited Corporation, its target clients were common people, working class and high-end consumer groups. The corporation was aiming to create a convenient and service-oriented high-end commercial chain supermarket brand that is affordable to common people, also with the combination of high-tech things-internet. The supermarket’s development plan in the future is Sichuan area as the center, gradually developed to the big provinces in southwest China, then the whole nation. From the most common supermarket, combines hi-tech Internet technology and modern logistics technology, from stores to online store, even to the most advanced automatic settlement supermarkets, striving to be the dream supermarket model. How do we build a localization featured independent supermarket brand under the background that Carrefour, Wal-Mart, Trust-Mart and many supermarket giants preconceived, this is the great challenge the team faces.
解决方案：先知根据前期调研以及多年的行业经验，根据其大众化“小型卖场”的品牌定位，为其量身打造出“佰旺隆”这一极具行业特征的品牌名称。“佰旺隆”格局大气，寓意吉祥，取“百年兴旺，德隆望重”之意，预示新超市势如破竹、蒸蒸日上的发展态势，为每一位消费者营造了喜庆欢愉的节日氛围，富含审美价值；名称字形简洁，发音容易，便于消费者识别与记忆，利于品牌形象的传播。
Solutions:With previous researches and years of practical works, Wevin named its Chinese nameas “Bai Wang Long” in accordance to its "small supermarket" brand positioning, tailored for a brand name with industry characteristics. The name “Bai Wang Long” is glorious which symbolizes good luck, derive from the meaning that "thrive for centuries, of notable character and high prestige", predicted the flourishing new supermarket development,to create a festive, upbeat festival atmosphere for every clients. The name is in coincide with aesthetic value, simple and easy to pronounce, convenient for clients to distinguish and remember, which is good for the broadcasting of brand’s image.
