芦清王
打造中国健康酒第一品牌
项目背景：
关于白酒行业，先知认为，至少有两个方面是不能忽视的，其一，白酒是公认的文化型消费产品，它可以愉悦心情，满足精神上的需要，这就是酒的社会传播功能。酒尽管对身体有影响，但是它对社会“文化”起着很大的作用。没有衡量酒文化的标准，也就没有标准来衡量酒文化。因此，对企业来说，更需要正确地看待和理解“白酒与文化”；其二，随着人们消费水平的提升及消费理念的成熟，“酿造健康白酒，倡导科学饮酒”已经形成共识，具体说来，酒的健康机理和主张、酒的保健功能、养生理念，日益成为人们在酒类消费中的首要诉求和首选标准。白酒的健康文化、健康理念，无疑应当成为一项不可或缺、甚至是具有战略核心价值的重要内涵。
Project background:
On liquor industry, Wevin considered that at least two aspects can't be ignored: First, the liquor is regarded as the cultural consumption. It can delight one's mood and meet spiritual needs, this is the social transmission function of wine.Wine while influential to the body, but still plays an important role in society.There is no standard for wine culture.Therefore, for companies, more correctly view and understanding of "liquor and culture" were needed;Secondly, as people's consuming level and concept becoming mature ,"drink healthy wine, advocate scientific drinking methods" has been turned into a consensus. More specifically, wine's healthy mechanisms, propositions and health care functions are increasingly become people's premier pursuit and standard in wine consumption.The healthy culture and methods of wine shall be an important connotation which is indispensable, even with strategic core value.
面临挑战：
汾酒集团芦荟清王酒业发展有限公司是一个集芦荟种植、研发及芦清王酒营销为一体的现代化企业。芦清王酒是汾酒集团经长期研发、近期重点推出的一款具有高品质、高档次、高品位的系列健康型白酒，它选取素有“万能药草”之称的美国库拉索芦荟，采用先进的生物浸泡提纯技术，与汾酒集团生产的优质清香大曲陈酿基酒完美融合而成，具有入口柔顺、落口绵甜、饮后清香爽净的独特口感，是现代健康饮酒的首选佳品。根据系统的市场调研和多年来的实战经验，先知为其打造了“中国健康文化白酒第一品牌”的定位，让消费者知道，芦清王酒，它不仅仅是一种酒，更是一种充满了人文关怀的健康生活方式的选择，它不仅改变了我国白酒的传统饮用模式，更给我国的白酒文化注入了一股新的活力，预示着白酒产业发展的一个新的方向！
Facing challenges:
Lu Qing Wang Wine Development Limited Corporation of Fen Wine Group is a modern enterprise that integrate aloe planting and researching with marketing.Lu Qing Wang is a series of high quality, high level and high grade healthy wine that Fen Wine Group launched out recently after long-term researches and development. It choose American curacao aloe vera, which is known as the "universal herbs," adopting advanced biological soaking purification technologies, perfectly fuse with qualified fen-flavored vintage bases that Fen Wine Group produced, with the unique taste of soft, sweet and clean, make it the priority of modern healthy drink.
Based on systemic market researches and years of practical experiences, Wevin positioning it as "the first health culture wine brand in China", let the consumers know that Lu Qing Wang wine, it is not only a kind of wine, but also a healthy lifestyle choice full of humanity. It changed not onlythe traditional Chinese wine drinking pattern, but also injected new vitality into Chinese wine culture, which indicates a new orientation for the development of liquor industry!
解决方案：
根据“中国健康文化酒第一品牌”的定位并考虑到中国酒行业受众的接受习惯，先知为其量身打造了“芦清王”,寓意“芦荟健然，清香爽净”，既将新品牌的特征及定位诠释的淋漓尽致，又以其独特的音韵美为品牌增加了浓厚的文化气息，让消费者在琼浆玉液之间，感受心灵与精神的升华与渐进，与“汾酒娇子，健康新贵”的广告语相协调；另外，“芦清王”字形结构简单，读起来朗朗上口，符合现代命名美学中的形式美法则，便于消费者识别与记忆，利于品牌形象的传播。
Solutions:
According to the positioning as "China's first brand in health culture wine ", with the consideration of consumer's acceptance in Chinese wine industry, Wevin tailored its name as "Lu Qing Wang", meaning "Aloe is healthy for body, with the flavor of fragrant and clean". The name not only reveals new brand features, but also incisive interpret its positioning, and increase the decent culture atmosphere with brand's unique phonological beauty. It lets consumers feel soul and spiritual sublimation and progress in nectar flavor, coordinate withits slogan. In addition, "Lu Qing Wang" is simple-structured, catchy read, coincide with modern aesthetic principles of form beauty, convenient for consumers to identify and memory, conducive to the spread of the brand image.
