颂福珠宝
中国福文化珠宝品牌的领导者
项目背景：
今天无论你身处何地，珠宝正以前所未有的文化形态向你走来，拥有珠宝、佩戴珠宝已成为一种文化、一种时尚、一种生活态度。匆匆走过热衷于购买足赤纯银的年代，转眼便进入崇尚简约、追求个性化却犹如穿越时空般地深入人心。与其说人们在阅读和理解珠宝文化时有着先见之明，不如说我们正身处这个不断变革的伟大时代，经济的高速增长、人民生活水平的不断提高，珠宝文化犹如“一夜春风吹不尽，满目苍翠不胜看”似地潜入寻常百姓家来得更加合乎情理。目前，珠宝业品牌竞争已从质量、服务上升到一个更高的层面。那就是，以文化为先导，深入中华民族传统文化的精髓，力求每一款产品都带有传统文化色彩。在这种背景下，以中国优秀的传统文化底蕴为基础，将传统品牌文化和国际流行的时尚文化有机结合，注重品牌的文化底蕴，走 “文化创品牌”的品牌发展之路。
Project Backgroud:
No matter where you are, the jewelry comes into our life in an unprecedented cultural forms, possess and wear jewelry has become a kind of culture, fashion, life attitude.Hurried by keen to buy pure gold silver s, suddenly entered advocate contracted, the pursuit of personalized, as it is like time travel.Than people in reading and understanding the jewelry culture with foresight, as we are in this great era of constant change. High-speed economic growth, people's living standard unceasingly increased, the jewelry culture is like "a night of spring breeze blow, with verdant be see" seems to dive off the more reasonable.At present, the jewelry brand competition has risen from quality and service to a higher level.That is, take the culture as the forerunner, the essence of the Chinese nation traditional culture, strive for each product has a sense of traditional culture.In this context, on the basis of China's outstanding traditional culture, the organic combination of traditional brand culture and the international popular fashion culture, focus on the culture of brand, walk out a brand developing path that "culture create brand".
面临挑战：
影响世界的奢侈品需要强调两点：第一，对珠宝品牌而言，只有依靠文化及其相关的专业知识品牌才能得以发展；第二，尊重与理解每个国家的历史和文化，以及土地与在此生息繁衍的人们之间代代相传的联系是品牌存在和发展的基础。作为中式传统文化珠宝品牌的代表之作，如何将中国传统文化融入到新珠宝品牌的中文命名之中，是先知命名团队所面临的巨大挑战。
Facing challenges:
There are two points affecting world's luxury goods that need to be emphasized: first, for the jewelry brand, only rely on culture and related professional knowledge can brand develop; second, respect and understanding the history and culture of each country, and the relationship between land and generations to generations living on the land is the basis of brand existence and development.As a representative jewelry brand of the Chinese traditional culture , how to emerge the Chinese traditional culture into the new jewelry brand name in Chinese is a huge challenge Wevin naming team faces.
解决方案：
先知根据多年的珠宝行业品牌打造经验，命名团队经过深入细致的市场调研，以“福文化”为核心诉求点，定位为中国福文化珠宝品牌第一品牌，为其量身打造出“颂福”这一极具传播价值的高端珠宝品牌。“颂福”把中国传统的“福文化”完美诠释，其核心理念包涵着“送健康、送祝福”的美好祝愿，能够快速占据目标消费群体的心智资源。建立了极高的品牌美誉度和传播度，如今，颂福珠宝通过不懈努力，已经发展成为以珠宝加工与零售为主业，在未来规划中坚持品牌连锁加盟路线，计划在北京、上海、香港、天津、沈阳、杭州、福州、郑州等一、二线城市设立品牌专卖店。
Solutions:
According to years of experience in jewelry brands, Wevin named it as "Song Fu" after intensive market researches, set " lucky culture" as the core pursuit points, positioning it as the China's first brand in cultural jewelry, tailored f a high-end jewelry brand with extremely dissemination value.The name perfectly interpret Chinese traditional "lucky culture", its core concept embodies the best wishes of "send health and lucky to you", which can quickly occupied the mental resources of target consumption group.High brand reputation and propagation is established, now through unremitting efforts, Song Fu has developed into an enterprise mainline in jewelry processing and retailing, brand chain-like alliance development in the future. It also plans to set up brand stores in Beijing, Shanghai, Hong Kong, Tianjin, Shenyang, Hangzhou, Fuzhou, Zhengzhou and other first-tier and second-tier cities.
