艺世界
北京花木集团旗下渠道品牌
项目背景：
新品牌是销售观赏植物和家庭园艺相关用品为主要业务的零售型商业企业。同时可以提供庭院设计规划、施工养护、技术信息、家庭种植等服务的花园园艺产品综合性终端服务平台。
随着社会经济的发展,家庭园艺在我国普及程度逐渐增高，园艺产品开始从集团消费市场向个人消费市场转变。家庭园艺产品需求市场逐渐扩大，传统花卉市场已无法完全满足消费者日益增长的对于个性化园艺产品的需求,并获得专业化的支持和服务。室外大气污染愈加严重，室内装修等污染也严重影响了人们的身体健康。植物能够净化空气，提高绿视率，缓解疲劳，舒缓压力，越来越受到人们青睐，人们也越来越离不开绿色的生活。
Background of the project:
Refers to the retail commercial enterprises with sales of ornamental plants and home gardening related products for the main business. At the same time can provide the courtyard design.
With the development of society and economy, the family garden popularization in our country level increases gradually, gardening products began to change from the group consumption market to the individual consumer market.. Plants can purify the air, improve the green looking ratio, relieve fatigue, relieve pressure, more and more favored by people, the people also more and more cannot do without the green life.
面临挑战：
国内的家庭园艺产业起步较晚，园艺中心这一新型的零售 模式是近几年才开始引入我国，发展时间短，目前全国只有少数几家公司经营园艺中心。参照国外的发展轨迹，从专业化走向家庭是园林产业发展的必然趋势，而这样的转变将给家庭园艺及精致城市园林业务带来非常好的发展契机。2015年前，都是花园中心企业摸索市场、积累经验的阶段，但是将来势必会迎来井喷式发展。家庭园艺这块，目前整个市场的需求量还不是很大。花花草草，说白了不是生活必需品，这不仅和人的经济能力有关系，更和人的喜好与品位有关。现在这个市场缺的不是设计，不是高端人才，而是市场。毕竟目前对很多人来说，花园不是一种必需品，而是一种“奢侈品”。
Facing the challenge:
Domestic home gardening industry started relatively late, a garden center of this new retail model is only in recent years has been introduced in our country, the development time is short, at present the country only a few companies operating gardening center. By reference to foreign development track, from the professional to the home is the inevitable trend of development of garden industry. The amount of home gardening, at present the whole market demand is not great. Flowers, it is not the necessities of life, not only is this relationship and the capacity of the economy, more and preferences of people associated with grade. Now the market is not the lack of design, not high-end talent, but the market. After all, at present for many people, the garden is not a necessity, but a "luxury".
解决方案：
经过周密的市场调研和内部讨论，我们为其定名“艺世界”。中文名称灵感来源于“一花一世界,一树一菩提。” 名称传达出“园艺世界”的创意理念，“世界”一词包容性强，寓意这是园艺的天地，拥有最全的产品，最专业的技术和最好的服务。
英文名称Foliflora从中文意译而来。字形源自单词folia，在德语中意为植被、叶；flora，花。foli和flora都是表示植物的常用词根，直观阐述了艺世界的本质，花草植物，即用最自然最原始的美丽来妆点现代生活。名称充满美感和浪漫气息，让人仿佛置身于大自然之中。同时，名称读来顺畅自然，易于企业形象树立。
The solution:
After careful market research and internal discussion, we named "art of the world". Chinese name inspired by the "one world, one a Bodhi tree." The name conveys "Gardening world" idea, "the world" is a word that is inclusive, meaning the horticultural world, with most of the products, the most professional technology and best service.
The English name Foliflora from Chinese translation and. Shape from the word folia, the German and Italian as vegetation, leaves; flora, flower. Foli and flora are expressed the common root of plant, expounds the essence of visual art world, flowers and plants, namely with the most natural primitive beauty adorn modern life. Name full of beauty and romance, people feel like being in the nature. At the same time, the name reads smoothly and naturally, easy to establish a corporate image.
