屡见屡鲜
智造创新魅力 彰显品牌价值
项目背景
随着人们生活富足和工作节奏加快，对于多数产品为生活必需品的生鲜品类而言，价格已不是电商最主要优势，而省去了超市采购时间成为多数网购用户选择线上购买生鲜产品的原因。新型的生鲜社区连锁超市进驻生活小区，能极大满足目标群体省时又省心的采购需求。在当前电商冲击、各类成本高企压力下，生鲜无疑是集客能力最强的超商经营板块。目前国内零售业正纷纷加注生鲜超市，北京市场的京客隆、超市发、新发地都已押注生鲜。本项目即是在这样背景下产生的。
Background of the project:
With the rich life and fast-paced work ,price is not the main advantage for most fresh category products as daily necessities ,Saving time is the main reason why most online shopping consumers choose to purchase fresh foods online. New fresh community supermarket chain go into community life, can greatly meet the demand of target groups to save time and worry in purchasing. Under the current e-commerce pressure of E-business impact and high cost, fresh food is undoubtedly the most powerful super commercial business sector. Domestic retailers are raising fresh food supermarket, JingKeLong、ChaoShiFa、XinFaDi supermarket have bet on fresh food in Beijing market, .This project is based on the background.
洞见:
随着城市中产阶级对高端生鲜产品需求与日俱增，国内高端生鲜消费市场也在不断扩大。消费者希望得到高性价比的生鲜产品。于是生鲜电商顺理成章走到台前。
事实也证明了，只要提供真正符合中产阶级需求的生鲜产品，抓住了这批关键用户，生鲜电商的销量就不必愁。在中国，食品安全的问题，受到全国人民的关注，从毒牛奶，地沟油，苏丹红等一系列食品安全问题，消费者越来越重视产品的质量。因此，产品的品质控制对于生鲜产业格外重要，一旦出售不合格的产品，商家口碑会随之坍塌，几乎没有反转的局势。
Insight:
As the growing demand of urban middle class for fresh food, the domestic high-end fresh market is also expanding. Consumers want high quality fresh products. Fresh food E-business came onto the stage.
Facts have proved, just to provide fresh products for what middle-class really demand, to grasp the key consumer, fresh e-commerce sales don't have to worry about it. In China, food safety issues drawled people’s attention, Consumers are more and more concentrate on the quality of the product, from tainted milk, cooking oil, Sudan and a series of food safety problems, . Therefore, product quality control for fresh food industries are particularly important, once substandard products were sold, business reputation will collapse, almost no reversal of the situation.
解决方案：
针对中国生鲜产业发展趋势的研究以及行业特性，先知命名团队为其命名“屡见屡鲜”。“屡见屡鲜”，名称别具一格，构思来源于成语“屡见不鲜”的逆向思维创意，喻指所遇到皆是“新鲜”的意思，亦是总保持创新的、新品类呈现于大众。屡：多次；即是常常、经常，引申意为总是、一直。鲜：新鲜，新奇。“屡见屡鲜”常常见到新鲜的。 “屡见屡鲜”名称寓意本企业保持长期提供给大众新鲜、优质、时鲜的食品，且保持不断更新，品种多样化。
Solution:
Aiming at the development trend of Chinese fresh industry as well as the characteristics of the industry, Wewin naming team name "Lvjianlvxian" for it. "Lvjianlvxian" name is unique, naming idea comes from the phrase" common occurrence "of reverse thinking in creative, refers to the encounter was "fresh" is also kept a creative new category of innovation to the public. Lv, means several times, that is, often, regular, extended meaning is always, ever. Xian: fresh and surprise. "Lvjianlvxian" let you always taste fresh."Lvjianlvxian" naming means the enterprise has long offered to the public fresh, high quality, fresh food, and keep updated, variety.
