曼贝莱
美容微整形新锐品牌
项目背景:
根据数据显示,2014年国内医疗美容行业营收超过1000亿元人民币,同时这个行业还在以每年超过30%的速度增长。国内整形美容行业的快速发展与韩流文化的冲击密切相关，但更重要的是消费水平的不断提高。韩国作为国内整形行业的引路人，也吸引了众多的中国人远赴韩国重塑美丽，尤其是明星，既能心愿得偿，又能避开国内狗仔的长枪短炮，一举两得。且中国患者做全身整形的情况很多，而做这种手术的费用高达5000万-1亿韩元（约合27-54万元人民币），消费能力惊人。这也从侧面反映出来我国民众对于整形美容的消费能力较强。本项目即是在这样背景下产生的。
Background of the project:
According to statistics, domestic medical beauty industry revenue is over 100 billion Yuan in 2014, and the spead is also growing at an annual rate of more than 30%. The rapid development of China's cosmetic industry is closely related to Korean culture , but the most important is the level of consumption’s increasing. Korea as the guide of cosmetic industry , also attractes many Chinese people went to Korea restore beautiful, especially for stars, they can satisfy their desire and be away from domestic’s paparazzi,kill two birds with one stone. And Chinese lots of patients do body-shaping, and do this surgery cost up to 50 million-100 million won ($ 27.54 million Yuan), the spending power is amazing. This also reflected Chinese people's consumption cosmetic ability. This project is based on the background.
洞见:
我国与国外整形美容业总体水准相比，我们起步晚、标准低、技术人才素质低、资本缺乏，在特色化、科技化、规范化、规模化、国际化等方面都与国外先进水准有很大的差距。随着我国加入“WTO”，作为服务行业的过渡期已届期满，贸易壁垒不复存在，国外实力雄厚的整形美容企业、先进的整形美容技术和完善的服务将大量涌入我国，如果我们仍然依靠几把椅子几张床，一瓶涂液一双手的方式经营，将很快被淘汰出局。国内市场缺失行业发展规划和行业标准，地区发展不平衡化营良莠不齐，产品鱼龙混珠，无良美容院在材料用品上以次充优的现象比较普遍，经营诚信严重缺失。评价满意度较高的是工作人员的服务态度，评价较低的是管理品质和诚信。如何把握我国整形美容行业的命数，占领我国巨大的整形美容市场从而占领世界市场份额已是当前我国业内人士关注的热点也同样应引起我们的关注。
Insight:
Compared with the overall standards of abroad cosmetic industry, westarted lately,with low standards, lack of low technical quality, capital, specialization, science and technology, standardization, large-scale, international, there is a big gap with foreign advanced standards . With China's entry into "WTO" as a transitional period expiring service industries, trade barriers are no longer exist. Cosmetic companies with strong power, advanced cosmetic technology and perfect service will flood our country, if we still rely on some Chair bed, a bottle of liquid run a hands coated, will soon be out of the game. Lack of domestic market development programs and industry standards, regional uneven development camps varies greatly, dragons and fishes jumbled together, it’s really very messy. unscrupulous beauty salon in material supplies the situation of replacing bad products into good one is quite common, lacking of integrity. The degree of satisfaction in their evaluation is staff’s attitude, low evaluation of management quality and integrity. How to grasp the fate of Chinese cosmetic industry, occupying huge cosmetic markets in order to occupy world market share is the industry focus of attention also should be arouse our attention.
解决方案：
针对中国医疗美容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“曼贝莱”。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“曼妙姿容、欢悦分享”， 以此体现医疗美容机构为消费者带来梦幻容颜的欢悦之情，激发受众特有的自信源泉。 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 "ManBeiLai" for it,This name is a brand name with creative, clever with words, names the creative source from "graceful looks, the happy sharing", to reflect the aesthetic and medical organ fantasy face feelings of joy for consumers, arouse audience-specific source of confidence. Name means good, clever, with concise words,be able to occupy the mental resources of the target consumer groupquickly , easy to forme brand’s visibility and reputation rapidly.
