坤合稻
承载天下健康之稻
项目背景:
俗话说：“民以食为天”。大米作为我们日常生活的主要主粮之一，在我们的粮食消费中占有举足轻重地位。我国是大米生产和消费大国，稻谷播种面积和产量均居全国粮食作物首位。从九十年代初期到现在，随着近几年国家人口政策的调整、粮食市场的开放、国际粮油大量广告的狂轰滥炸，业界正毫无准备的进入一个洗牌阶段，谁能做好定位，谁就能抓住商机，这就需要了解中国大米市场现状和国人需求，并制定相应的营销策略。本项目就是在这样的背景之下诞生的。
Background of the project:
Food is the paramount necessity of the people. Rice as one of the main staples of our everyday life, occupies a decisive position in our food consumption. China is rice production and consumption country, Paddy sown area and output of grain crops the nation first. Since the early 90 's to the present, along with the national population policy adjustments, open, international agric -food market a lot of advertising indiscriminate bombing, the industry was unprepared to enter a shuffled stage, who can locate, who will be able to seize opportunities, it requires an understanding of Chinese rice market situation and Chinese demand, and develop appropriate marketing strategies. This project is in the background.
洞见:
随着人民生活水平的提升以及对食品质量要求的提高，人们对安全、优质、营养的高端大米的需求仍将持续增长，从食品安全角度，有机大米给消费者更多的信心，因此有机大米在国内市场具有较强竞争力和发展前景。随着社会的形态发展，各种食品都有逐渐走上的道路的精加工和细致的包装，甚至大米也不例外。在忙碌和高效的生活节奏下，为确保食品安全，得到质量和安全的保证，更多的消费者更乐意购买精品包装的大米。根据大米行业市场中各个渠道销售商家触网销售已经实现双赢情况分析，大米的网上交易在未来将会成为常态化。
At present:
With the improvement of people's living standards, as well as the food quality requirements, for safe, high quality, high-end rice nutritional needs will continue to grow, from a food safety perspective, give consumers more confidence in organic rice, organic rice in the domestic market with strong competitiveness and prospects for development. With the development of the society, all kinds of food have gradually embarked on the road of finishing and careful packaging, and even rice is no exception. In a long and efficient life pace, in order to ensure food safety, guaranteed by the quality and safety, more consumers are more willing to pay for quality packaging of rice. In the rice industry, according to market analysis of net sales channel sales businesses have achieved a win-win situation, rice of Internet trading will become the norm in the future.
解决方案：
针对中国大米市场发展趋势和大米精品包装消费心理的研究，先知命名团队为其命名“坤合稻”， 坤为地，载万物之生长。坤，又代表着女性，有孕育之意。 “坤合稻”寓意本品牌大米所在二克浅镇优越的自然环境与优质土壤，孕育出适合中国人的好大米。其大气婉约，也寓意企业集天时地利人和，为消费者带来集口感与外观，营养与健康的好大米。
Solution:
Against the market trend of Chinese rice and rice products in packaging consumption psychology research, Prophet name team name "KunHeDao", Kun, containing the growth of everything. Kun, also represents the female, gave birth to meaning. " KunHeDao " means the brand rice of Qian Zhen two grams favorable natural and high-quality soil, gave birth to the best rice for the Chinese. Its graceful atmosphere, set the right time and also enterprises, taste and appearance of consumer sets, good rice to nutrition and health.
