悦廊渡
休闲度假新时尚
项目背景:
2015年全年实现餐饮收入32310亿元，同比增长11.7%，国内餐饮进入3万亿的历史新时期，“餐饮市场实现趋稳回暖”。据瑞士投行瑞信发表的《全球财富报告》，中国中产阶级人数达1.09亿名，已经超过美国9200万名，居全球第一位。到了2020年，在经济的强大驱动下，这一数字将达到7亿。就中国中产阶级不断上升的数量和消费能力而言，高端餐饮还是有一定的上升空间。
Background of the project:
In 2015 the annual income of catering reach to 32310 billion yuan, an increase of 11.7% than usual, domestic food and beverage goes into the new historical period of3 trillion, food and beverage market to achieve stabilized rebound". According to the Swiss Investment Bank Credit Suisse issued the "Global Wealth Report", the number of Chinese middle class of 109 million, has surpassed the United States in 92 million, ranking first in the world. By 2020, driven by the economy, this number will reach 700 million. the rising number and consumption capacity of China's middle class , high-end dining or there is a certain room for growth.
洞见：
根据中烹协调查数据显示，在餐厅的选择上，受访者看重的因素依次为：就餐环境、菜系风味、服务水平、安全卫生、价格水平、口碑评价、地理位置和促销信息。随着人们在就餐环境、体验等方面要求越来越高，名气大、品牌响的餐厅越做越大。餐馆档次也体现在环境上，文化成为餐饮业装潢视觉的重要元素，“吃环境”将是餐饮业发展趋势之一。根据定位不同，体现不同文化，成为许多餐馆的竞争手段。餐饮市场的竞争，必将回归于品牌间的竞争，品牌力更强就有更广阔的市场。
Insight:
According to the CCA survey data shows that on the choice of the restaurant, the respondents valued as follows: dining environment, cuisine flavor, safety and hygiene, service level, price level, reputation evaluation, geographic location and promotional information. With the peopleincreasingly demand in the dining environment, experience and other aspects of the, fame, brand louder louder. Restaurant grade is also reflected in the environment, the food industry has become an important element of visual art, eating environment will be one of the food and beverage industry trends. According to the different positioning, reflecting different cultures, as a means of competition in many restaurants. Competition in the food and beverage market, will return to the competition between the brand, the brand power has a stronger market.
解决方案：
介于市场发展趋势及消费关注点，先知命名团队从企业全新品牌功能、文化、地域特征等进行全方位综合考虑，为廊坊全新餐饮住宿品牌命名为“悦廊渡”，以“悦”凸显消费者的体验感受，以“廊”体现廊坊地域属性，而“渡”既谐音度假的度，又有将深陷城市忙碌生活的人们渡入愉快的休闲度假之处的寓意。
Solution:
Between the development trend of market and consumer concerns, the Wevin teamnamed "Yue Lang Du " for Langfang new catering accommodation, from brand function,enterprise brand new culture, geographical features and other comprehensive consideration, "Yue" highlights the consumer experience ，and "Lang" reflects the geographical attributes of Langfang, "DU" means both homophonic holiday, and the pleasant leisure people have in the busy city.
