尚绒坊
时尚手工毛绒玩具缔造者
项目背景：
据国家统计局的统计，2013年中国总人口有13.54亿，其中0－14岁儿童有2.2亿，城市儿童有1亿，其中幼儿园在园儿童2179万。农村人均可支配收入为8896元，城镇居民可支配收入为26955元。0－14岁儿童仍然是玩具的主要消费群体。但是越来越多的青年人也对毛绒玩具产生购买兴趣，装点环境或者互相送礼。据不完全统计，目前在市场上销售的玩具有50个品牌，其中海外品牌有36个，分别来自美国、日本、德国、丹麦、意大利、中国台湾和香港等国家和地区。在消费者中品牌知名度较高的有芭比、变形金刚、敢达、奥特曼、乐高、银辉等。中国品牌有13个，在消费者中知名度较高有好孩子、奥迪等。
Project background:
According to the National Bureau of statistics, 2013 Chinese has a population of 1354 million, of which 0－14 year-old children 220 million, city children have 100 million, the kindergarten children 21,79 million. Rural per capita disposable income of 8896 yuan, the disposable income of urban residents is 26955 yuan. 0－14 years old children is still the main consumer groups of toys. But more and more young people started to plush toy purchase interest, to decorate the environment or to exchange gifts. According to incomplete statistics, at present there are 50 brands in the toys market, including 36 overseas brands, respectively from America, Japan, Germany, Denmark, Italy, China Taiwan and Hongkong and other countries and regions. Among the consumer brand awareness higher Bobbi, Transformers, Gundam, Ultraman, Lego, Silverlit etc.. Chinese has 13 brands,the brand with higher visibility like good children, Audi etc..
面临挑战：
中国的玩具品牌缺少大牌，绝大多数人知道的中国品牌无外乎就是奥迪了。中国是玩具制造大国，也是玩具消费大国，中国的人口基数决定了市场容量的巨大，市场大、准入门槛低导致了玩具市场的大量不规范的存在。尤其在毛绒玩具这一块，经常被曝光大量的质量问题。先知团队最大的挑战就是为本品牌塑造一个质量过硬、设计有特点、工艺优秀的形象。
Facing the challenge:
Chinese toy brands lack of major suit, most people know Chinese brand is only Audi. China is toy’s major manufacturer, and is also a toy consumption country, Chinese population determines the market capacity is huge. Large market, access to low threshold leads to the toy market is not standard exists. Especially in the plush toys this piece, often exposed many quality problems. The biggest challenge Wevin faces is to create a quality, design characteristics, technology excellent image for the brand.
解决方案：
如果想让消费者一眼看到就能有直接的毛茸茸的联想，那么对毛绒玩具来说就已经成功了一半。同时本企业的特点是惊喜做工，手工缝制，对于现在工业化的产品来说无疑来说是充满极大诚意的。根据这两个特点和毛绒玩具行业的属性，先知命名团队确定了“尚绒坊”这个名字。“尚绒坊”从时尚设计和手工工艺两方面上突出品牌特点，在众多的品牌中脱颖而出。
Solutions:
If you want to let consumers saw then have directly fuzzy association, it is a half way to success. At the same time, the enterprise is a surprise workmanship, handmade, for now the industrialization of products is undoubtedly is filled with great sincerity. According to the property of these two characteristics and plush toys industry, Wevin named it as "Shang Rong Fang", stands out fashion design and craft of outstanding brands two aspects, stands from other brands.
