Sunote轮胎
品牌彰显行业独特竞争力
项目背景:
近年来，轮胎行业正在经历一轮扩产，不少企业在轮胎原料价格较低产品利润空间扩大、汽车工业发展较快市场需求量大等因素带动下，纷纷扩充轮胎产能。《轮胎行业准入条件》(征求意见稿)发布，对轮胎企业布局和规模、工艺和质量、能源和资源消耗、环境保护等方面做出了具体要求，轮胎行业准入的高门槛有望设定。据了解，目前行业龙头企业大多已做好准备，应对新规基本无忧，准入门槛设定将更多淘汰落后产能。本项目即是在这样背景下产生的。
Background of the project:
In recent years, the tyre industry is going through a round of expansion, many businesses product margins expandin lower tire prices, the auto industry is developing fast driven by market demand and other factors, have expanded tire production capacity. Of the tire industry conditions of access (draft for soliciting opinions) released on tire business layout and scale, technology and quality, energy and resource consumption, environmental protection and so on to make specific requests, tire industry access the high threshold is expected to be set up. It is understood that most leading enterpriseof current industry are ready, respond to new rules without having to worry about threshold setting will further eliminate backward production capacity.This project is based on the background.
洞见:
中国目前已是世界第一大汽车生产国，在乘用车原配轮胎中，自主品牌轮胎进入的只有5万元以下微型车市场，在5万元以上车型基本没有配套。因此，在全球轮胎竞争格局中，虽然中国轮胎企业已经有了显著进步，但在品牌地位、盈利能力方面却没能对国际老牌企业构成威胁。在品牌和低成本生产这两个关键要素的联姻中，中国轮胎工业一直处于被动地位。
Insight:
China is already the world's largest car producer, original tires for passenger cars, own-brand tires to only 50,000 yuan subcompact market, more than 50,000 models havelittle support. Therefore, in global tire competition, while China tire enterprises already have made significant progress, but the brand position and profitability could not pose a threat to internationally established companies. In brands and low-cost production, two key elements of marriage, the Chinese tire industry has been in a passive position.
解决方案：
针对中国轮胎行业市场发展趋势的研究以及行业特性，先知命名团队为其命名“sunote”。此命名是极富创意性的品牌名称，用字巧妙，名称创意源点来自“赛诺特”音译， 以此体现轮胎品牌的性能卓越，企业诚信为本，获得消费人群的信赖之情。 名称寓意美好，构思巧妙，用字简洁，能够快速占据目标消费人群的心智资源，易于品牌知名度和美誉度的快速形成。
Solution:
Aiming at the development trend of China's consulting market and the unique industry , Wevin naming team name " sunote" for it, This name is the brand name with creative, clever with words, names the creative source from "Sainuote", to reflect the tire brands of performance excellence, honesty of enterprises, get consumer’s trust . Name has a good meaning , use concise words, able to quickly occupy the mental resources of the target consumer group, easy to form brand’s visibility and reputation.
