玫兰蔓语
领先赢占市场
背景:
根据近三年来的数据显示，消费者通过互联网对玫瑰花茶的搜索次数整体形势在逐渐递增。其中，近一个月手机端的平均每日搜索在988人次，而PC端的平均每日搜索在644人次，对玫瑰花茶的功效、饮用方法和方式最为关注。通过整体数据明确表明，玫瑰花茶市场具有巨大的生长空间，消费者需求趋向高品质不断增长。这也从侧面反映出来我国民众对于玫瑰花茶市场的消费能力较强。本项目即是在这样背景下产生的。
Background:
According to the data over the past three years, consumers through Internet searchs for roses tea overall situation is gradually increasing. Among them, nearly a month the average mobile phone-side search in 988, while the PC-side average daily search in 644.Effect of rose tea, drinking ways and means are most concerned about.Through the overall data clearly shows that the roses tea market has a huge room for growth, consumer demand tends to high-quality growing. This is reflected from the side of our people for the consumption of roses tea market is strong. This project is based on the background.
洞见:
我国消费者对玫瑰茶的关注度逐渐上升，玫瑰花茶市场逐渐开放。从消费者关注的问题来看，对于玫瑰花茶的功效和饮用方式的缺失，意味着中国玫瑰花茶市场还需要更多的抚育，消费者也需要更多的指导。从区域位置分析，表明在较发达地区对玫瑰花茶的需求越来越强，消费者对于玫瑰花茶作为一种高品质的消费，玫瑰花茶目前的价值被低估，市场需要重新定义。通过对人群的性别以及年龄的分析，可以看出：追求高品质而具有高消费能力的人群对玫瑰花的需求愈发旺盛，而且这种需求趋于年轻化。
Insight:
Chinese consumers for the Rose tea attention, is gradually rising, Rose tea market is gradually opened.From the consumers concerned about the problem, for the efficacy of roses tea and the lack of drinking means that China's tea market also need to educate the consumer, consumers need more guidance.
From the analysis of regional location, indicating that the more developed areas, the demand for rosewood tea increasingly strong, indicating that consumers in developed areas for the Rose tea as a high-quality consumer, the current value of roses is underestimated, the market need to redefine .Through the analysis of the sex and age of the crowd, it shows that the people who are pursuing high quality and having high consumption power are getting stronger and stronger, and the demand is getting younger.
解决:
针对中国玫瑰花茶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“玫兰蔓语”。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“玫兰飘香 蔓语倾心”,创意源自玫瑰花茶的功效——优雅沁脾的清香茶味，温和调养，美容养颜。“玫兰蔓语”即寓意来自欧洲的精选玫瑰，带来慢下来，享受生活的品质之选。
Solution:
Aiming at the development trend of China's Rose tea market market and the unique industry, Wevin naming team name "MeiLanManYu" for it. This name is a brand name with creative, clever with words, names the creative source from " Rose orchid floating aroma vine language refreshing mood", Creative from the effect of rose tea - elegant Qin spleen fragrance of tea flavor, moderate tone, beauty beauty. " MeiLanManYu"" means the selection of roses from Europe.
