黛勒尼
化妆品新锐品牌
调研：
化妆品市场随着科学技术的发展，以及消费者需求的提升，化妆品的功能已不再单一产品结构富于变化，功效也面向多元化发展。就护肤品而言，其最根本的滋润功能已经远远不能满足消费者的要求。而附加功能如“美白、防晒、抗衰老”等很受消费者欢迎，拥有良好的开发市场。护肤品市场环境竞争分析(1)品种竞争者：洁肤、保湿、美白、祛斑等。(2)产品竞争者：洁面乳、润肤霜、爽肤水、面膜等。(3)欲望竞争者;护肤行业附属产品多，希望能横向扩大份额。(4)媒体公众的影响。(5)媒体对护肤品的关注点：产品的含“金”量，越名贵越高科技越好，代言明星身价越高越好.以及在产品使用的效果上。
Investigation and research
Cosmetics market with the development of science and technology, as well as the promotion of consumer demand, the function of cosmetics is no longer a single product structure is full of changes, the effectiveness is also for the diversification of development. In terms of skin care products, the most essential moisture function has been far from meeting the requirements of consumers. (1) varieties: cleansing, moisturizing, whitening competitors, freckle etc.. (2) product competitors: cleansing milk, moisturizing cream, toner, mask, etc.. (3) the desire of competitors; skin care industry, the number of affiliated products, hoping to expand the share of the horizontal. (4) the influence of the media. (5) the media focus on skin care products: products containing gold, the more valuable the more high-tech better, celebrity endorsements worth better. And the effect of using the product.
洞见：
年龄和收入是消费者选择护肤品时的重要依据，根据这两个变量可以将护肤品市场划分成高、中、低端三部分，高端市场：以价格较高的国外产品为主，消费者主要是高收入的中青年女性。中端市场：主要产品是价格相对较高的合资产品，如玉兰油、雅芳等，消费群集中在中低收入女性。低端市场：基本上是低收入或无收入(学生)的女性在购买。根据年龄又可再细分成两个市场：一个以老品牌为主，如大宝、美加净等。主要消费者是中老年女性;一个以新品牌为主，如小护士、丹巴碧。消费者主要是年轻的女性，尤以学生居多。护肤品市场竞争与机遇并存，品牌战进一步加剧。各品牌修炼内功，升级整合，集团化多品牌阵营抱团发展，并不断寻求自身品牌独特的发展道路，拓展渠道，延伸市场，实现品牌可持续发展。
Insight:
Age and income is an important basis for consumers to choose skin care products, according to these two variables can be divided into high, medium and low three parts, high-end market: the higher prices of foreign products, consumers are mainly high income young women. Market in the end: main products is the relatively high price of the joint venture products. Low-end market: women who are basically low income or no income (students) are buying. Each brand practicing internal strength, the integration of the upgrade, group multi brand camp Baotuan development and continue to seek own brand unique path of development, expand channels, extending the market, realize the sustainable development of the brand.
解决：
结合产业分析及行业发展趋势，先知命名团队为客户新品牌创意命名为黛勒尼，取自音译“delicate”，意为“精致的，美好的”，命名与行业属性完美匹配，同时也包含了“神奇的，愈发美好的”寓意，把产品特点同企业特性紧密结合，赋予了产品浓厚的情感价值，更易于激起客户的消费欲望。名称后期延展空间极强，朗朗上口，令人难以忘怀。
Solve：
Combined with industry analysis and industry trends, the prophet named team for the new brand name Deleni, from transliteration "delicate", meaning "exquisite, beautiful", named after the industry is a perfect match, but also contains a "magic, increasingly beautiful" meaning, the characteristics of the product closely combined with the enterprise, giving the product a strong emotional value, more easy to arouse consumer desire. The name of the late extension space is extremely strong, GetWord, unforgettable.
